Part 1
The goal of any retail outlet, be it grocery, auto parts, or clothing is to maximized sales. Displays are one of the best ways to create an environment pleasing to customers. My essential question is… How does a store's displays affect the atmosphere of a store? This is important to the fashion industry because if people do not like your store’s atmosphere they will not come in and buy clothes.
Part 2
As a frequent clothes shopper, I know that some stores appeal to me more than others do. These establishments are simply more inviting and eye catching. Presentation can draw in customers but cause them to purchase. Anyone can make a basic display, but it is much more difficult to create a great display. I believe that it helps to have brand recognition, organization, and something unique to help display items and create a good atmosphere.
Part 3
On my hunt for answers, I found that physical environment is the main way to affect customers in retail. I searched for articles on Galileo about both marketing and making effective displays. I looked at different retail environments to see various ways to display. In my interview with my mentor, Paige Pethel, provided good insight on how storeowners use displays to their advantage. With her store being small, she has found creative way to display clothes without cluttering it up, creating a unique environment.
Part 4
From my research I learned some important concepts. In “Tips to Sell More Apparel and Fashion Accessories in College Stores”, they mention that mannequin displays are an excellent way to display items. Holiday and special occasions help promote sales. “Hospital Stores: A Prescription for Apparel and Fashion Accessories Sale” also credits the usefulness of holiday displays as well as pairing items together and brand focus. These two articles are examples of selling in nontraditional stores. The third article “Marketing Fashion: Strategy, Branding, and Promotion” provides a more general look on the fashion marketing.
Work Cited
"Hospital Stores: A Prescription for Apparel and Fashion Accessories Sales." Souvenirs,
Gifts, & Novelties, vol. 55, no. 7, Oct. 2016, pp. 200-201.
Posner, H. (2015). Marketing Fashion :
Strategy, Branding and Promotion. London: Laurence King Publishing.
“Tips To Sell More Apparel And Fashion Accessories At College Stores." Souvenirs, Gifts,
& Novelties 55.7 (2016): 208-214. Business Source Complete. Web. 29 Jan. 2017.