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Visual Merchandising Display: Course Syllabus and Guide Spring, 2013
Visual Merchandising Display: Course Syllabus and Guide Spring, 2013
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FASH 212
DISPLAY
Welcome to the Fashion Merchandising program. You must take the time to read and study the following information, as it will probably answer many of the questions you may have about the course. It is the student's obligation to read, understand, and abide by the policies outlined in this syllabus. Bring this syllabus to class each week as we refer to it often. Course Catalog Description: Students will apply the principles and methods of displaying, promoting, and merchandising fashion apparel and accessories. They will analyze and critique displays of fellow students as well as displays created by professionals for area retailers. Through comprehensive projects, students will demonstrate and present methods of displaying merchandise and develop a basic understanding of the use of showcases, equipment, materials and lighting in creating effective displays. Students are required to participate in field trip exercises and will need a digital camera and access to a computer. (Prerequisites: A grade of C or higher in FASH 121 and MRKT 111). Course Objective: The student will gain a basic understanding of the field of visual merchandising and display through studying the various elements that comprise the discipline. Those elements include color, composition, lighting, store interiors and exteriors, window construction, mannequins, fixtures, and graphics and signage. Text: Martin M. Pegler; Visual Merchandising and Display, Sixth Edition; Fairchild Publications, 2012. This is a beautifully illustrated text that is an industry standard. It is comprehensive in its coverage of practical aspects of merchandising and display. Almost the entire text is covered in this course. Course Logistics: The course is divided into five units. Following each of the units is an objective examination. There are required class projects to complete the course. All exams are given in class. This is a three credit course. Grades: The student must maintain a passing average for all 5 examinations, complete the Field and Internet Project, Photography and Presentation Project, Small Item Display and Photography Project, and participate in the Display Window Project as part of a team effort to earn a passing grade and 3 credits for the course. Instructors may confer upgrades based on submission of reports, test averages, or combinations thereof.
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Class Materials: Computer with access to Microsoft PowerPoint + USB flash drive memory stick for photo presentation. Compromise would be a CD burner but they tend to run slow. You will also need access to the Internet. Computer printer color printer highly recommended and not running low on toner or ink Camera: Highly recommended = digital Compromise = cell phone camera although some new phones take excellent photos Not recommended = film Helpful accessory: camera tripod for night photography and the portfolio project Software: digital photo editing program for cropping and enhancing your photos Art supplies: colored pencils; scrapbook supplies (scissors/tape/glue, etc.) Project supplies: binders for all 4 required projects plus plastic view sheets Showcase preparation supplies: glass cleaner, paper towels, broom, dustpan, etc. Core Competencies: Students will acquire the listed competencies via reading the text, attending lectures, participating in class discussions, preparing for examinations, participating in display exercises and projects, and viewing PowerPoint presentations and overheads, handouts, etc. as determined by the instructor.
Communication:
The student will communicate information and ideas clearly and effectively in the written and spoken form and will demonstrate effective listening and reading skills. Critical Thinking: The student will think clearly, critically and creatively to analyze information, identify solutions, make logical decisions and solve problems. Creative Expression: The student will use visual, verbal or written methods of communication to articulate a response to the arts and/or humanities. Technology Literacy: The student will use computer systems and other appropriate forms of technology to achieve professional, educational, and personal objectives.
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Instructor's Mailbox Location: Larrison Hall, Second floor, West Wing, Room 201 Instructor's Desk Location: Larrison Hall, Second floor, West Wing, Room 202 Instructor's Office Hours: ___________________________________________________ Semester Begins: ______________________Ends: _______________________________ Last Date to Withdraw from this Class: ________________________________________
Notification for Students with Disabilities:
If you have a documented disability and would like to request accommodations and/or academic adjustments, contact the Disability Services Office at (732) 224-2730. Brookdale provides support services for all students with disabilities. Any student with a disability can make an appointment to request accommodations.
Course Requirements:
to pass this course and earn 3 academic credits, you must complete the following requirements: Maintain a minimum test average of 65 for the 5 required exams Maintain attendance standards as outlined in this syllabus Complete the display window requirement and receive a passing grade Complete the photo presentation project and receive a passing grade Submit 4 projects that combine as 25% of your grade Participate in the field trip and present the written critiques Submit the Internet project Submit the Small Item Display and Photography project Submit a report on your role in constructing the display
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Grading Policy:
your final grade will be based on four requirements, each counting as 1/4 25% = average for the 5 unit tests; this average must be 65 or > 25% = display window project 25% = PowerPoint presentation 25% = Grade for the 4 assigned projects (field trip, Internet, photo, showcase)
This course is highly dependent on class participation. You must pass all four areas. A failure in one of the 4 areas cannot be offset by three other passing grades.
Test Score to letter grades, and letter grades to final grades are as follows 93 or > = A Outstanding; not attainable w/more than 1 unexcused absence 90 - 92 = A- Excellent; not attainable w/more than 2 unexcused absences 87 - 89 = B+ Very good; not attainable w/more than 3 unexcused absences 83 - 86 = B Very good; not attainable w/more than 3 unexcused absences 80 82 = B- Good; not attainable w/more than 3 unexcused absences 76 - 79 = C+ Very satisfactory; not attainable w/more than 4 unexcused absences 70 - 75 = C Satisfactory; not attainable w/more than 4 unexcused absences 65 - 69 = D Marginal; not attainable w/more than 4 unexcused absences <65 = F Unsatisfactory (work not completed) INC Incomplete; not attainable w/more than 2 unexcused absences Slide Show, Display Case, and Project grade conversions: A+ = 100 C+ = 78 A = 95 C = 75 A= 90 C= 70 B+ = 88 D+ = 68 B = 85 D = 67 B= 80 D= 65
a grade of "A" signifies outstanding work that is difficult to improve on. With a "+", the project is perfect with no possibility of improvement. A minor improvement or several minor adjustments would describe an "A" or "A ". It further shows that great effort and integrity were put into the project with an outstanding outcome by which all other projects would be measured and compared. What is a "B"?: a grade of "B" signifies good work, that is clearly above average, but not perfection it could be improved with some moderate fixes the effort and integrity are evident, but the outcome could be improved. With a "+", the project is very good, but not outstanding. More significant improvements could be made with a "B" and a "B -" is just above average. What is a "C"?: a grade of "C" signifies average work, that would not be described as good or bad it is average. It would further typify typical college level work that could be improved. Additional effort and integrity could result in an improved outcome. With a "+", the project is slightly above average, but neither good nor outstanding. A "C " project is slightly below average that needs improvement. What is a "D"?: a grade of "D" signifies below average work, that meets only very minimal standards. With a "+", the project is slightly below average. A "D " project is near failure.
What is an "A"?:
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students are required to attend all classes. Tests must be taken in class on the day and time they are scheduled. Unexcused absences do not waive the student's obligation to take the exam on the scheduled day and there are no makeup exams. Students who do not take the test on the scheduled date will receive a grade of 0. Instructors may grant exceptions via advance arrangements or for medical, legal, personal or other bona fide reasons where students can provide valid written documentation for the absence. As a general guideline, employers requiring students to work during a regularly scheduled class is not considered a valid absence. Expressed in simple and absolute terms, cutting an exam will result in a grade of 0 unless the student has made advance arrangements or produces valid documentation for the absence.
Additional Attendance, Lateness, and Lecture Policies:
1. If late, see instructor at end of lecture 2. No credit for attendance if student leaves at the break. Students must notify the instructor if they intend to leave. 3. If out for illness or travel, see instructor 4. Not eligible for upgrade projects if you have more than 2 unexcused absences any student utilizing notes, receiving assistance in any way, or cheating on an exam or assignment, will receive a zero grade for that exam or assignment. The student will also forfeit the opportunity to re-test on that exam or assignment. Expressed in simple and absolute terms - if you cheat in any way, you will not receive credit for the course. This includes plagiarism on assignments.
Academic Integrity: Lecture Policies wireless phones and notebook/netbook computers:
Cell phones must be turned off or placed in a silent mode Cell phones usage during the lecture including conversations and text messaging is strictly prohibited. If an emergency call or text is received, the student must leave the lecture. Portable computers must be utilized for notes and academics. Prohibited activities include e-mailing, instant messaging, web surfing, and social networking. Remediation may consist of being asked to leave the lecture or surrendering your device to a table or desk where it cant be accessed. a grade of INC may be assigned for students who have been actively participating throughout the term and approach the end of the terms without having completed all the course requirements satisfactorily. A student who receives a grade of Incomplete may continue work to a date as determined by the department. If the student does not complete the requirements by the established date, the grade of INC will be changed to an F. Requirements for eligibility are listed below.
Incomplete: Marketing Team's Incomplete Grade Criteria:
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No more than 2 absences Must have taken 3 of the 5 required examinations Must file appropriate forms within the prescribed time Deadline for completion this term is:____________________________
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Grade penalties are invoked for any missed deadlines My window display is scheduled for: My PowerPoint presentation is scheduled for: Lecture 9: Field trip review sheets: Lecture 11: Internet project: Lecture 13: Small item display/photo project: Lecture 14: Display window report: _____________________ _____________________ _____________________ _____________________ _____________________ _____________________
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Wait for e-mail confirmation from Topica that you have been accepted. Your step #1 generates a message to Professor Spike Fowler, the listserv administrator. I have to "let you in". This prevents outsiders from crashing our group. If I approve, youre joined! Trouble shooting errors. The 3 most common errors are: #1 the return message from Topica was placed in your spam filter (very common); #2 - forgetting the "hyphen" between 212 and subscribe in step #1; #3 - typing tropica instead of Topica.
One Easy Step to Use the Listserv:
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Your messages must be signed with your full name (I must be able to identify the sender) You must practice effective business communications by using proper netiquette; NO ALL CAPS (shouting), no all lower case (lazy), no immature emoticons :-( , no chat room abbreviations (IMHO, etc.); no flaming; no "me too" postings such as "I agree", and you must run the spell check before sending (gross misspellings broadcast stupidity). If you break the Rules for Using the Listserv, you will be removed from the list.
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LECTURE SCHEDULE
Lecture 1 Martin M. Pegler; Visual Merchandising & Display; 5th edition Fifteen Week Schedule Date Unit Chapter Title 1 Introduction; logistics, explanation of projects 1 Why Do We Display 2 Color and Texture Selection of display teams & project lottery 1 3 Line and Composition 4 Light and Lighting 5 Types of Display and Display Settings Review; Getting Started - VM & Display Basics Unit 1 Examination + Themed Dress Day #1 2 31 Career Opportunities in Visual Merchandising 2 6 The Exterior of the Store 7 Display Window Construction 8 Store Interiors Review; Where to Display Unit 2 Examination + Themed Dress Day #2 3 9 Mannequins 10 Alternatives to the Mannequin TEAM #1 3 11 Dressing the Three Dimensional Form 12 Fixtures TEAM #2 3 3 13 14 15 Field Trip Visual Merchandising and Dressing Fixtures Modular Fixtures and Systems in Store Planning Furniture as Props TEAM #3 Review; What to Use for Successful Displays Unit 3 Examination + Themed Dress Day #3 Field Trip assignments due Attention Getting Devices Familiar Symbols TEAM #4 Masking and Proscenia Sale Ideas TEAM #5 Internet project due Fashion Accessories TEAM #6 Home Fashions, Hard Goods and Food Displays Graphics and Signage TEAM #7 Review: Visual Merchandising and Display Techniques Unit 4 Examination + Themed Dress Day #4 Small item display/photo project due Visual Merchandising Planning TEAM #8 Display Window Report due Setting Up a Display Shop Store Planning and Design Visual Merchandising and the Changing Face of Retail Review; Visual Merchandising and Planning Unit 5 Examination Student counseling, final grades
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UNITS AT A GLANCE
Unit 1. 2. 3. 4. 5. Title Getting Started: VM & Display Basics Where to Display What to Use for Successful Displays Visual Merchandising and Display Techniques Visual Merchandising and Planning Chapters 1, 2, 3, 4, 5 31, 6, 7, 8 9, 10, 11, 12, 13, 14, 15 16, 17, 18, 19, 20, 21 22, 23, 24, 25
1. Getting Started: Visual Merchandising and Display Basics 2. Where to Display 3. What to Use for Successful Displays 4. Visual Merchandising and Display Basics 5. Visual Merchandising and Display
Field Project completed by lecture #9 Internet Project completed by lecture #11 Small item display/photo project completed by lecture #13 Display Window Report completed by lecture #14
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You should already know how to dress for success. Wear something corporate and professional that would be suitable for an executive job interview or important meeting presentation. Professional attire suitable in the fashion industry or traditional business environment would be most appropriate. Theres quite wide range of possibilities here, from flower child of the 1960s to todays urban contemporary styles. Clothing, jewelry, and hair style would all play a role for this day. Dance club wear could also be considered as a possibility. If this is not your taste, perhaps a uniform from work could be creative. The uniform must look distinct from street clothing - it cannot simply be what you are required to wear to your job. Or, show school spirit with Brookdale wear (extra points!)
Themed Dress Day #2: Hip-Hop, Hippie, Urban Wear, Uniform or School Spirit Day.
Its time for the Cotton Dockerss, button down shirts, staff shirts, khaki colors, and boat shoes or loafers (probably with no socks for extra effect!). Consult any Lands End or L.L. Bean catalog for ideas. Cold weather might suggest bulky knit preppy sweaters or crew necks. Jeans and/or denim will not be considered as preppy. As another choice, western outfits, shirts and skirts, shoes and boots, jewelry and hats would be great!
Themed Dress Day #4: Resort Wear, Cruise Wear, Tropical Day.
Crack out the tropical shirts and shorts for a cruise to the Caribbean Islands. Appropriate for this day would be flowered shirts, sandals, shorts - and how about some bathing suits? Handbags and wallets could be replaced with straw beach bags and waist packs. Jeans and/or denim are not considered suitable for this theme.
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General goal: examine and evaluate visual merchandising displays at a local mall. Educational goals - reinforce, highlight, illustrate text materials with real life experiences; to learn from visual merchandising professionals; to discuss our findings and critique the displays. We are guests of the facility; we represent Brookdale Community College. Please dress neatly (no jeans!); wear comfortable walking shoes. Mall policy = no photography! OK to work in small groups (maximum = 3), but critiques are individual efforts Helpful items; pencil w/eraser, clip board. Criticisms should be constructive. You should come away from this field trip with ideas for your window display. Forms should be completely filled out for each retailer. Use the opposite side if you need more space. If the opportunity presents itself, you could get additional information from the retail manager or display person. Try for objectivity in your critiques. You may not care for the retailer's product line, but is the display effective? Be prepared to discuss what you liked about each display and what you felt could be improved. Also be prepared to discuss what you learned from the field trip experience. Field Project Assignment
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Since assignment details change each semester, they are outlined in the handout. Follow them carefully! Tips to improve your grade: Make sure your handwriting is neat and legible Spend time on your artwork; make the drawings accurate Add detail and interest by using colored pencils; avoid crayon drawings Submit the project in an attractive binder Check the assignment sheet and make certain you have covered all requirements. Word process the required observations section; include lots of detail on the what I learned section.
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brief description
How the window reinforces the retailer's image? Why did you like/not like the window? What could be done to improve the display?:
Type of window and display: Front: straight Back: open Type: promotional Products: one item Setting: realistic abstract Mannequins: realistic
arcade
corner
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Select your venue and take the photos that fulfill the assignment. Integrate your photos into a Microsoft PowerPoint presentation. Photos should be taken with a digital camera. Import the photos into PowerPoint adding graphics, transitions, collages, side-by-side comparisons, etc. Add text to your photos that explain your concepts. PowerPoint Tips: o Pick an attractive background as a theme; use it throughout; dont change backgrounds o Dont mix fonts excessively; fancy fonts dont always transfer computer to computer o Important! Dont stretch your photos side-to-side or top-to-bottom; use the constrain tool to keep them proportional. o Grade killers include stretched, blurry and over/under exposed photos. o Add some action transitions, but dont overdo it; constant fancy, splashy transitions wear thin on the audience very quickly. Dont add sound effects on the transitions. o Do not use the automatic or timed advance feature on PowerPoint o Dress nicely cancel the gum! o Advanced user tip #1! If your program runs slow because of excessive file size, compress your photos to screen or web resolution; it will greatly increase the speed o Advanced user tip #2! Crop and improve your digital pictures with photo editing software
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Your Camera: Highly recommended = digital Compromise = cell phone camera of at least 5 megapixels Not recommended = film camera Photography: You will need somewhere between 25 and 50 photos for the presentation. Always take extras, because some of the photos won't come out. Familiarize yourself with the type of pictures you will need then you simply need to find them! The mall would be a good start because of the wide range of stores, but (and a big consideration!) malls dont like picture taking. Central business districts may also work well. Compose your photos carefully - think about what the photo will show and what the photo should hide. Most amateurs tend to be too far away from their subjects and items and people appear too tiny in the outcome. A good technique for presentations is to start with a distant shot, move to a medium photo and finish with some close-ups - this gives movement to the program. Special consideration has to be given to flash photos. They will reflect off the window and back into the camera if youre not careful. To prevent this, dont take flash straight forward, but at an angle this will bounce the reflection away from the camera. Daytime photos: daylight works best for exterior shots, signs, entrances, planters, etc. Nighttime photos: night photos are best for photographing window displays. Often times you can get away with no flash eliminating the reflection. Use a tripod. Getting your photos into your computer: Digital connect the cables and follow instructions Editing use your software to crop, edit and enhance your photos Protocol: You should ask permission before taking photos - especially interior photos. Malls and many stores have a corporate policy - no interior photos! They may assume you are spying for a competitor, trying to steal ideas for your own business, working for a private investigation firm, or are there for some other surreptitious reason. Show them this assignment if necessary or use the letter of introduction included in this package. Legally, malls are public areas BUT on private property. Therefore, they make and enforce the policies. Your camera cannot be confiscated, but you can be asked to leave. Putting it all together: Consider how the photos will be presented. "Set the scene" - start with a photo of the mall or store. It is always helpful to have "title photos", and a close-up photo of the store sign is a good start. Then proceed to photograph the window, display, etc. Once all set up, test your presentation and practice your presentation. You are not permitted to read a script, but instead use your slides as notes. Try not to read the slides to your audience. The Presentation: Be relaxed! You will be given about 15 minutes to present your project to the class. Look professional - dress neatly, give a short introduction about your work and get started. Try not to read anything. You should be comfortable with your materials. Start your talk by "setting the scene", and conclude with a summary - perhaps about what you learned. "Work the audience" with some humor and personal photos. Direct your remarks to the class, not the professor.
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Deadlines, Deadlines!: Fortunately - or unfortunately, the real world revolves around deadlines. Think of the term "deadline"! Its a line that if you cross - youre dead! Therefore, so as to replicate the real world business environment, you will be penalized grade points if your presentation deadline is broken. Thats pretty lenient, as in the real world youd probably be fired.
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PRESENTATION TOPICS
Line and Composition Concepts Vertical lines Horizontal lines Curved lines Diagonal lines Dominance Rhythm Types of Displays One-item Line of goods Related merchandise Variety or assortment Promotional or institutional Innovative Store Exteriors Signs Marquees Outdoor lighting Banners Planters Awnings Straight front window Angled front window Arcade front window Corner front window Innovative Store Interiors Focal point Island display Risers or platforms Counters or display cases Museum cases Demonstration cubes Ledges Columns Fascia T walls Lights and Lighting General or primary lighting Accent or secondary lighting Examples of fluorescent, incandescent, HID Examples of MR16, MR11, colored lights/filters Types of Display Settings Realistic Semi-realistic Environmental Fantasy Abstract Buildup Innovative Display Window Construction Closed back window Flooring Back of window Ceiling tracks or grids Side walls Proscenia Masking Open back windows with panels Island or lobby window Shadow box Elevated window Deep or tall window Mannequins Realistic mannequins Different size mannequins Semi-realistic mannequins Semi-abstract mannequins Abstract mannequins Headless mannequins Hard/soft wig
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Presentation Topics: (continued) Mannequin alternatives Three-quarter form Trunk form Bra form Bust, blouse, or sweater form Pants or slacks form Panty form Shell form Articulated artists figure Dress form Cutout form or Inflatable Drapers or hangers Pinups or flying Themed or Seasonal Displays Birthdays, anniversaries Back-to-school Bridal Career fashions Christmas, Easter, Valentines Spring, Summer, Fall, Winter Cruisewear, sun/swimwear Mothers or Fathers day Formals, proms Lingerie Innovative Graphics and Signage Graphics, signs, cards Drawings, art, sculpture, photography Design Integrity and Creativity Good design and creativity Poor design; lack of creativity Fixtures See text for listing of approx. 46 types Modular Systems Innovative modular system Display Furniture Innovative furniture as props Attention Getting Techniques Color Contrast Humor Lighting Line & composition Mirrors Motion or movement Nostalgia Props Repetition Scale and proportion Surprise and shock Innovative Masking or Proscenia Blinds or shades - bamboo, Venetian, vertical Panels Plants, natural materials Ribbons, streamers Malls, Outlet Centers, Plazas, CBDs Malls - over 30 major NJ malls Outlet centers Jackson, Jersey Shore, Flemington, New Hope, Lancaster, Circle Plaza Major Cities: New York, Philadelphia, et. al. CBDs - Point Pleasant, Manasquan, Belmar, Spring Lake, Asbury Park, Red Bank Avon-by-the-Sea, Freehold, Farmingdale, Ocean Grove, Bradley Beach, Long Branch, West End, Deal, Fair Haven, Princeton, Atlantic City, Smithville, Avalon, Cape May, Stone Harbor, Pier Village, & many more. Strip malls The Grove, Plaza 35 etc.
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Part #1: The display as outlined above; the display must have a theme or title. Part #2: Each team member must submit a detailed report outlining the role they played in
constructing the display. This report must include 3 elements; first a sketch or photo (preferred) of the window; second information on principles of design and composition used in the construction of the window and third - what you learned from the assignment. As a class exercise, we will be critiquing the display and the group will offer constructive compliments and criticisms. Grading: Grading for your display will be based on integrity, creativity, presentation, application, detail, teamwork, and merchandising. Integrity is the time and effort you put into the display. Creativity refers to the innovation and originality you show in your design. Presentation refers to the professionalism and layout of your project. Application You should demonstrate that you have used what you have learned about visual merchandising in your display. Detail spells the difference between amateur and professional attempts at creating displays. Would this be a window you could see at the mall? Did you add signs, prices, courtesy cards, etc.? Teamwork means working equally and effectively with your group in a cooperative and professional manner. Merchandising is the most important component of the display does it sell the merchandise? Think of the course title Visual Merchandising . . .
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Steps: 1. 2. 3. Students should form small teams, with a maximum of 3 members. Part of the grade is based on teamwork. Form a plan of action. What kind of display do you want to construct? You might tour Monmouth Mall, Freehold Raceway Mall or an outlet center as a team to get ideas. Sketch your project - make a blueprint of the design. Show all components of the display in as much detail as possible. It may be helpful to construct a scale drawing on lined graph paper. Make certain props will work and fit. Assemble a detailed list of materials needed. Include all display merchandise, accessories, props, backing, fabrics, accents, signs, etc. Take inventory of items that can be supplied by the college. Check the storeroom for supplies and materials. Make note of the sizes of the mannequins. Are all the parts there? Make a list of all tools needed to complete the project. Tape, monofilament line, pins, step ladder or stool, vacuum cleaner, rags, cleaning agents, scissors, etc. are some of the items you might need. Collect the display components. Items can be loaned by some retailers in exchange for promotional signage. Dont forget details, especially their sign! It should be designed on your computer, mounted on cardboard and displayed with the merchandise. Upon returning the garments or display items, it would be appropriate to send or drop off a Thank You note; a bonus would be a photo of their display. Put it all together. Obtain the key, schedule a time to meet and get going!
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Dimensions: The wall showcase is 3 deep x 6 wide x 84 tall = 18 square feet. It has 5 MR 16 halogen lights and a grid ceiling. The island showcase is 4 square x 84 tall = 16 square feet. It has 8 MR 16 halogen lights and a grid ceiling. Mannequins: male mannequins wear size L shirts, 40R jackets, and 30 waist x 32 length trousers; female mannequins wear size 2 dress. All sizes are approximate and as you know, size and fit vary widely. Tips to Improve Your Showcase: Plan everything in advance obtain needed items early in the semester. Allow plenty of time it will take you much longer than you think to complete the display. Grade killers include missed deadlines, no sign, no theme or title, hand lettered signs, hastily assembled displays, and infractions of display policies. Grade killers also include disagreements among team members that have to be mediated by the instructor. Part of the grading is based on teamwork which means working equally and effectively with your group in a cooperative and professional manner. Keep in mind your showcase is NOT an art project it is about merchandising, specifically visual merchandising.
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Additional Notes: 1. Larrison Hall is always closed and locked on Sunday. You cannot gain access to the building. 2. Youre responsible for loaned items from retailers. Please plan to transport clothing or other items in clean boxes or garment bags. Return them as soon as your display is done. 3. You are required to leave the showcase in spotless condition. This includes vacuuming, window cleaning, etc.
Getting Reimbursed for Expenses: As previously stated, it may be possible for you to recover some of the money spent for your display - at least perhaps up to your $20.00 lab fee. Try to keep costs to a minimum to begin with. Make copies of your receipts, then staple the originals to a piece of paper with your name, address, phone number, and student ID number on it. Seal them in an envelope with your name on it, and submit it to your instructor. It is absolutely impossible to get reimbursed for anything if you dont follow this simple procedure.
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Deadlines, Deadlines!: Fortunately - or unfortunately, the real world revolves around deadlines. Think of the term "deadline"! Its a line that if you cross - youre dead! Therefore, so as to replicate the real world business environment, you will be penalized one whole grade point if your window display deadline is broken. Thats pretty lenient, as in the real world youd probably be fired. Display Case Deadlines, Logistics, Key Monday Afternoon Class: Display up by 2:00 PM Monday afternoon Display down by 12:00 Noon, Thursday Display up by 6:00 PM Monday evening Display down by 12:00 Noon, Thursday Display up by 1:30 PM Tuesday afternoon Display down by 12:00 Noon, Friday Display up by 6:00 PM Tuesday evening Display down by 12:00 Noon, Thursday Display up by 11:00 AM Wednesday morning Display down by 12:00 Noon, Saturday Students are NEVER authorized to take the keys out of Larrison Hall as there are multiple teams who will need it. Please leave the key at Professor Fowlers desk or in his mailbox in Larrison Hall for the following team.
Keys
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Spring Term, 2013 Letter of Introduction Dear Merchant: Please allow this official letter to introduce student ____________________. This student is enrolled in FASH 212 Visual Merchandising and Display this semester. As course requirements they have photography and display assignments. They may be asking for your kind consideration in taking photographs of your displays or in borrowing merchandise for their display project. If you loan merchandise, they agree to promote your generosity via signage in the Colleges Fashion Showcase. They will create an "Items Loaned by: " sign - or perhaps you have a professional sign youd prefer displayed. Not only will you be assisting students in their college education, but it should be an excellent public relations and merchandising opportunity for your store. The displays in the past have been outstanding and of course you are invited to stop by the second floor of Larrison Hall to view their merchandising skills. These projects are for educational purposes only at Brookdale Community College. The photographs will be displayed only as part of a class exercise, and are not for commercial purpose. Borrowed items will be returned in their original state, with all tags, wrappings, etc. I want to thank you in advance for your contributions toward education at Brookdale. If there are any questions, I would be happy to answer them - please do not hesitate to call me at (732) 224-2921. Sincerely,
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Cindy Student 123 Main Street Anytown, NJ 07700 (732) 555-1234 Student ID#00000 FASH 212-80 Professor Michael Fowler July 11, 2013
Project Topics
1. A project with eating involved! Retailing is always evolving with new themes. One area where display has played a major role in image and market positioning is restaurants. Highly stylized eating establishments are the rage of America and include such places as Rain Forest Cafe, Harley Davidson Cafe, Planet Hollywood, Hard Rock Cafe, Mars 2112, and many others. Compare the display elements of several and show how they specifically shape the image of the eating establishment. Obtain information from corporate headquarters of at least one and report on the evolution, history, and retail philosophy of the restaurant. Describe in detail how the displays help position and target the restaurant. Photos are always welcome and helpful. From Early American to "Early Bungalow" - how furniture influences us! This is a great project for the antique buff! Prepare a report on furniture as props in visual merchandising. Discuss various period furniture and show how it would work in a display environment. Compile a minicollection of different types of furniture used in displays via photography or photocopying. Show some creativity by comparing various chairs, for example, and explain the circumstances where they would work well in a display. Maybe theyll ask you to help! Visit an actual display shop and chronicle the activities that take place there. What items (tools, storage, supplies, prep, etc.) are used there? How does the actual shop compare with recommendations by the author? Interview the visual merchandiser or shop manager and report on what their day to day activities consist of. Photos are always welcomed. One day internship! Make arrangements with a retailer to volunteer your talents in setting up a display. After getting clearance from management, spend several hours on location assisting with pulling or installing merchandise in a display. Prepare a report on your visual merchandising experiences. Include information such as the name of the retailer, the store image, the display concept, type of store window used, procedures used to install the display, satisfaction and disappointment with your efforts. Ask permission to take a photo of your display and include it in your report. Protocol dictates that you follow up your experience with a thank-you note, a copy of which should be included in your report. Note: this report is not to be based on where you are currently working without approval of the instructor.
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Syllabus212
Project Topics; Continued 5. Be a store planner for fame and fortune! Start by telling about your grand retailing scheme and why you think it would be a success. Design your dream store between 3,000 and 6,000 square feet. Prepare a detailed scale floor plan, perhaps on graph paper, after careful consideration of: The store name Image Location Market target Competition Include information on fixture placement, traffic patterns, etc. The drawing must be completed using standard architectural symbols as discussed in the text. Make the drawing as detailed as possible with perhaps reference numbers or letters in the text of your report. Make certain to include areas for dressing rooms, cash and wrapping, display areas, wall units, fixtures (T-stands, quad racks, round racks, gondolas, etc.). Planning is half the fun! Prepare an annual display calendar similar to the one presented in the text, except with more detail. Each month can appear on a page (just to keep formatting simple), and in addition to listing the type of sale, promotions, and tie-in events, detail specific plans for window and interior displays based on themes you select. Include tactical information on mannequins, props, fixtures, backgrounds, masking, etc. you plan to use in the displays. Fun at a trade show! Consult a recent issue of Visual Merchandising & Store Display to determine if any retail/display/merchandising trade shows will be setting up nearby (Perhaps New York, Philadelphia, Atlantic City, or other nearby location). Get student/discount tickets in advance (you cant just walk in!) and report on your experiences, satisfactions and disappointments. What did you learn? Who was there? Did you attend any seminars or speeches? Who made them - what were they about - what did they say - what did you learn? Include key pieces of literature obtained at the show that highlight topics covered in the course. Relive your childhood! Using wood and/or foamcore (or other suitable material), and scale dollhouse furniture, create a model display window. Use your creativity to model a realistic display that illustrates some of the concepts learned in the course, in other words it must reflect good merchandising. Try for realism by painting and accessorizing your model. Miniature signs should be included. The model must be submitted with a report about the type of window and the academic points illustrated by your miniature. Note: projects assembled in shoeboxes or other types of cardboard boxes or cartons are not acceptable. Do what you want to do! Propose to your instructor, in writing, a project you would like to work on, or a subject you would like to research. Complete your report only after receiving approval on the topic.
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Syllabus212