Professional Documents
Culture Documents
Visual Merchandising and Display Ch4&26
Visual Merchandising and Display Ch4&26
PEGLER
Visual Merchandising
F E AT U R E S
Updated chapters on lighting, fixtures, and point-of-purchase displays
SIXTH EDITION
◆◆
and
◆◆
ËxHSLGKJy010843zv*:+:!:+:!
windows and interiors, exhibits, fixtures, floor plans, and more
◆◆ Comprehensive glossary of key terms used throughout the book Martin M. Pegler SIXTH EDITION
Visual
Merchandising
and Display
Martin M. Pegler
Fairchild Books
New York
Contents
I
s display dead? It has been buried so many times and and flourish—no matter what it is called—so long as shop-
in so many ways—especially when times are bad—but pers find it fun and an adventure to go into a retail store.
has been resurrected time and time again and often Effective visual merchandising and display can be a moti-
with a new name. Whatever you call it, it is about pre- vating factor in seeking out such adventure.
sentation, about showing to sell—creating a store’s look, Old loyalties to stores and shops are almost nonexis-
promoting an image or a brand, and shaping the shopper’s tent because customers can no longer be depended upon.
attitude toward the retailer and the product. They want to be wooed, courted, stroked, and serviced;
Just as the display person became the visual merchan- they want to be entertained, and each sale is a first sale. If
diser back in the 1970s, we are seeing new names and ever something were needed to distinguish one store from
titles showing up, like merchandise presentation, visual another, to make one specialty shop seem more special,
presenter, environmental designer, and so on. Yet, if it is more unique, more tuned in to what the market wants—
about showing merchandise at its best, in an attractive that something is needed now. That something is effective
and attracting manner, it is still visual merchandising and Visual Merchandising and Display. Visual merchandising
display. is the presentation of merchandise at its best; color coor-
The retail scene is in a constant state of change. We are dinated, accessorized, and self-explanatory. Display is the
hearing that more and more people are shopping online. pizzazz—the theater, the sparkle and shine that surround
We read about and maybe visit e-stores. Does that mean a presentation of merchandise and make the shopper stop,
that the retail store as we know it is finished? Does that look, and buy what has been assembled with care and
mean that people are going to give up on getting up, getting offered with flair.
dressed, and going out to the store, and instead let their fin- During a recession, depression, or in a financial crunch,
gers do the shopping? Where can they ask themselves, how store owners may take money out of the display budget and
does this fabric feel? how does this garment fit? What is the put more money into media advertising. However, televi-
ambiance like as you sit in front of the computer? Is there sion, radio, and print ads are worthless unless there is some
the romance, the sense of discovery one feels at finding a follow-through at the store. Here, at the point of purchase,
treasure on a rack? What about the surprise and excitement is where display or merchandise presentation becomes
of finding something you never expected to find—and it absolutely necessary.
has been reduced in price as well? How about the chance The shopping scene is also changing. Malls are
to meet and visit and exchange style opinions with friends becoming entertainment centers, and in cities around
and loved ones? Yes! The computer is convenient and a the world urban renewal is going on. Downtown, Main
possible timesaver, but it is not the whole answer. Visual Street, High Street, and Broadway are being revived, and
merchandising and display is not dead; it will always live new retailers are moving in with new brands to introduce
XIII
32 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 33
32 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 33
34 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 35
34 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 35
36 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 37
36 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 37
38 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 39
38 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 39
40 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 41
40 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 41
Table 4.1 T his chart shows the effects of colored lights on primary and secondary colored Canary yellow Light yellow Fair match Good match (brighter) Good match
pigments. For example, a green colored light on a red fabric or on a red painted Light yellow Light bright yellow Light greenish-yellow Deep yellow Bright yellow
surface will turn the red into a muddy brown, whereas a red light on a green Light blue Blue-gray Fair match (lighter) Grayish-blue Grayish-blue
surface will make the green appear dark gray. Medium blue Light gray-blue Fair match (lighter) Purple-blue Reddish-blue
Silver gray Very light gray Bluish-gray Yellowish-gray Light gray
Primary Colored Pigments Secondary Colored Pigments
Red Blue Yellow Green Orange Violet
Primary Colored Lights A word of advice for the display person on the use of Planning Store Lighting
Red Brilliant red Brown-purple Almost white Dark gray Pale orange Rich wine light on skin tones—both of mannequins and customers:
Blue Violet Bright blue Green Turquoise Gray-brown Blue-violet Green light should be avoided. It plays havoc with the color Shoppers respond to light, to the quality of light and the
Green Brown Turquoise Yellow-green Bright green Old gold Dark gray-green of cheeks and lips and with blond and red hair, as well as color of light, to the brightness and intensity of light.
enhancing every skin blemish. Cyan is even worse, although Light makes the colors of a shop come alive and creates
Secondary Colored Lights it may work for Halloween or an “out-of-this-world” pre- the overall ambience. It leads and directs the shoppers
Amber Orange-red Dark gray Pale yellow Gray-green Bright orange Brown sentation. Pinks and rose tints are becoming to most skin around the selling space and makes them stop to see the
Cyan Gray-brown Blue-green Light green Blue-green Brown Deep cold blue tones, from the palest white to the darkest browns, and they highlighted displays or merchandise. Light also forms the
Magenta Lake or cerise Ultramarine Orange Blue-violet Bright red Red-violet enhance the warm colors in merchandise. (See Figure 4.11.) shadows that add depth and texture to the retail setting and
42 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 43
Table 4.1 T his chart shows the effects of colored lights on primary and secondary colored Canary yellow Light yellow Fair match Good match (brighter) Good match
pigments. For example, a green colored light on a red fabric or on a red painted Light yellow Light bright yellow Light greenish-yellow Deep yellow Bright yellow
surface will turn the red into a muddy brown, whereas a red light on a green Light blue Blue-gray Fair match (lighter) Grayish-blue Grayish-blue
surface will make the green appear dark gray. Medium blue Light gray-blue Fair match (lighter) Purple-blue Reddish-blue
Silver gray Very light gray Bluish-gray Yellowish-gray Light gray
Primary Colored Pigments Secondary Colored Pigments
Red Blue Yellow Green Orange Violet
Primary Colored Lights A word of advice for the display person on the use of Planning Store Lighting
Red Brilliant red Brown-purple Almost white Dark gray Pale orange Rich wine light on skin tones—both of mannequins and customers:
Blue Violet Bright blue Green Turquoise Gray-brown Blue-violet Green light should be avoided. It plays havoc with the color Shoppers respond to light, to the quality of light and the
Green Brown Turquoise Yellow-green Bright green Old gold Dark gray-green of cheeks and lips and with blond and red hair, as well as color of light, to the brightness and intensity of light.
enhancing every skin blemish. Cyan is even worse, although Light makes the colors of a shop come alive and creates
Secondary Colored Lights it may work for Halloween or an “out-of-this-world” pre- the overall ambience. It leads and directs the shoppers
Amber Orange-red Dark gray Pale yellow Gray-green Bright orange Brown sentation. Pinks and rose tints are becoming to most skin around the selling space and makes them stop to see the
Cyan Gray-brown Blue-green Light green Blue-green Brown Deep cold blue tones, from the palest white to the darkest browns, and they highlighted displays or merchandise. Light also forms the
Magenta Lake or cerise Ultramarine Orange Blue-violet Bright red Red-violet enhance the warm colors in merchandise. (See Figure 4.11.) shadows that add depth and texture to the retail setting and
42 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 43
44 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 45
44 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 45
46 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 47
46 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s C h a p t e r Fo u r : L i g h t a n d L i g h t i n g 47
1. What is the relationship between color and light? Explain 7. Why has it been said that incandescent lights do the “selling”
your answer by detailing the reason why when looking at a in the store?
red dress, we see red, rather than some other color. 8. What are the special qualities of HID lighting?
2. Why can wavelengths of light be seen by humans, but not 9. What types of light sources would you select for a lingerie
ultraviolet light, X-rays, gamma rays, infrared light, and radio department or shop? Why?
waves?
10. Why have MR16 and MR11 lamps gained favor in visual
3. Explain how you might plan lighting for a menswear store merchandising and display?
that is shallow and wide and where a great deal of natural
11. What advice would you give to someone regarding the use of
light floods the space.
colored lights in display?
4. Define general, or primary, lighting, and provide examples of
12. In selecting the types of lighting and light fixtures for a store,
this category of lighting.
what factors should be taken into consideration?
5. Provide examples of the differing effects that various types of
13. Where should the brightest light be focused within a display?
lighting have on merchandise and skin tones.
14. What adjustments, if any, should be made to the lighting
6. Highlight the advantages and disadvantages of incandescent
within a display window for day and night?
lighting.
48 P a r t 1 : G e t t i n g S t a r t e d — V i s u a l M e r c h a n d i s i n g a n d D i sp l a y B a s i c s
321
322 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 323
322 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 323
324 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 325
324 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 325
Figure 26.4 For this Timberland vendor shop, FRCH Design created a selection of tables, floor fixtures, and displayers and a modular wall
system so that the pieces could be combined in a variety of ways to show off the Timberland collection. The modularity of the elements
means that the fixtures and graphics can be reconfigured to fit into a space of any size or shape. The graphics and signage units are all
part of the vendor’s package to the retailer. The vendor shop is the “ultimate” in point-of-purchase design. Timberland vendor shop.
Design: FRCH Design Worldwide, Cincinnati.
national or worldwide advertising campaigns and special blocks; they can be added on, subtracted from, rearranged,
promotions sponsored by the brand name/designer. The and changed to suit spaces ranging from 100 square feet
right mix of brand names in a department can add stature to more than 1,000 square feet. Gerald Birnbach, of Retail
to the store’s fashion image and create a magnet for certain Design & Display of Granite Falls, New York, notes, “When
target markets. The brand name can be a bankable asset for a retailer willingly gives up some real estate to a brand name
the store. (See Figure 26.4.) marketer, that vendor is also able to display its full range
The new vendor shops are being designed by store of products in a tailored environment that helps eliminate
designers who are accustomed to working with retail space some of the competition. In return, the vendor participates
as a total entity. They are sensitive to the retailer’s image in the cost of the shop.”
even as they create the specific and signature look for the These upscale, well-designed, beautifully fixtured
brand name/designer. The designers create flexible and shops are, in a way, demanding that retailers live up to
Figure 26.3 The old-time “pipe rack and fluorescent fixtures” company outlet store has been replaced by smart and sophisticated settings more
in keeping with the brand and the product. The Cole Haan shop, though minimal in décor and ambiance, bears a resemblance to the taste adaptable modular components that can be integrated the design standards being set by the vendor shops. There
level of the product, whereas the simple, unpretentious design is a reflection of the discounted price offer. Cole Haan outlet store. into most retail settings. The basic pieces are like building are many valid reasons for including vendor shops within
326 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 327
Figure 26.4 For this Timberland vendor shop, FRCH Design created a selection of tables, floor fixtures, and displayers and a modular wall
system so that the pieces could be combined in a variety of ways to show off the Timberland collection. The modularity of the elements
means that the fixtures and graphics can be reconfigured to fit into a space of any size or shape. The graphics and signage units are all
part of the vendor’s package to the retailer. The vendor shop is the “ultimate” in point-of-purchase design. Timberland vendor shop.
Design: FRCH Design Worldwide, Cincinnati.
national or worldwide advertising campaigns and special blocks; they can be added on, subtracted from, rearranged,
promotions sponsored by the brand name/designer. The and changed to suit spaces ranging from 100 square feet
right mix of brand names in a department can add stature to more than 1,000 square feet. Gerald Birnbach, of Retail
to the store’s fashion image and create a magnet for certain Design & Display of Granite Falls, New York, notes, “When
target markets. The brand name can be a bankable asset for a retailer willingly gives up some real estate to a brand name
the store. (See Figure 26.4.) marketer, that vendor is also able to display its full range
The new vendor shops are being designed by store of products in a tailored environment that helps eliminate
designers who are accustomed to working with retail space some of the competition. In return, the vendor participates
as a total entity. They are sensitive to the retailer’s image in the cost of the shop.”
even as they create the specific and signature look for the These upscale, well-designed, beautifully fixtured
brand name/designer. The designers create flexible and shops are, in a way, demanding that retailers live up to
Figure 26.3 The old-time “pipe rack and fluorescent fixtures” company outlet store has been replaced by smart and sophisticated settings more
in keeping with the brand and the product. The Cole Haan shop, though minimal in décor and ambiance, bears a resemblance to the taste adaptable modular components that can be integrated the design standards being set by the vendor shops. There
level of the product, whereas the simple, unpretentious design is a reflection of the discounted price offer. Cole Haan outlet store. into most retail settings. The basic pieces are like building are many valid reasons for including vendor shops within
326 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 327
328 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 329
328 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 329
330 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 331
330 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 331
1. Name a specific big-box store or superstore with which shoppers in its design and merchandise displays when people
you are familiar. How does this store use lighting, graphics, who shop in these stores are looking for a less expensive
signage, or lifestyle displays to enhance the merchandising alternative to mall and department stores?
of its products? 3. List the advantages and disadvantages to a brand name
2. Why would a discount or factory outlet store want to consider supplier/designer of presenting its merchandise in a vendor
ambiance, amenities, and the comfort and convenience of shop within a larger department or retail store.
332 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 333
1. Name a specific big-box store or superstore with which shoppers in its design and merchandise displays when people
you are familiar. How does this store use lighting, graphics, who shop in these stores are looking for a less expensive
signage, or lifestyle displays to enhance the merchandising alternative to mall and department stores?
of its products? 3. List the advantages and disadvantages to a brand name
2. Why would a discount or factory outlet store want to consider supplier/designer of presenting its merchandise in a vendor
ambiance, amenities, and the comfort and convenience of shop within a larger department or retail store.
332 Pa r t 5 : V i s ua l M e r c h a n d i s i n g a n d P l a n n i n g C h a p t e r 2 6 : V i s u a l M e r c h a n d i s i n g a n d t h e C h a n g i n g Fa c e o f R e ta i l 333