Retailing and Merchandising in Textiles and Appare 3(2+1)
Lesson 22 : Sales Promotion Techniques (contd…)
Elements of display
The merchandise is the primary element used in the display. The major advantage display has over advertising is that it shows actual merchandise. The customer can see exactly what the merchandise looks like and sometimes can even touch it. In addition to merchandise other important display elements are props, background, colour, lighting and signs.
Merchandise: The most important element in a display is the merchandise. Since that is what the store is selling, it should be the focal point of the display. The merchandise selected for display should be the merchandise customers want to buy and not its dogs. A store should display its best merchandise. In merchandising slang a dog is something that no one wants to buy. Such merchandise items are purchasing mistakes made by the buyer.
Participants