This assignments was utilized to comprehend how a merchandiser evaluates and improves their visual displays utilizing garments , hues , props, and settings to persuade buyers to shop. This assignments aids in developing an understanding on how merchandisers improve or evaluate their windows though models scamper and bell. Scamper is an acronym that provides a merchandiser with a platform to utilize any possible way to adjust their display. Bell allows a merchandiser to look , compare , and improve their displays by looking at competitors or windows from similar seasons.
Scamper Model
| Substitute
What can I replace to improve? |
The back-round should be substituted for a something more subtle. The intense pattern combined with the props (plant, and lights) takes away the focus from the clothes. This window looks more like a set up for a scene, as appose to a window developed for the concentration of clothes. |
| Combine
What features or component can be combined in the area? |
Due to extremely posed posture of the mannequins placed in such a casual theme , a component that could added to the window could be a small table where one of the mannequins could be seated having a drink. This small feature aids in permeating this casual setting. |
| Adapt
What item intended for one use , can adapt its purpose to suit your presentation? |
An item that could be adapted into this presentation would be something hanging from the left hand side for the display. Two mannequins seem to be looking up at something so its possible they could be looking at “birds” since they seem to be in a tropical area due to the type of plant presented. |
| Modify
What would you magnify or Minimize? |
In this presentation , the magnification of the plant can be used to develop this “tropical” setting. |
| Put to other uses
What are some unexpected uses for objects to be entering , attention getting , or though provoking? |
Prop that can be used to grab attention would be if they had innovated hats, or huge clips that looked like spiders , or exotic bugs to really add to the jungle/ forest like scene. |
| Eliminate
What would happen if a product was removed? |
One aspect of the display that could potential confuse the buyer about the concept would be the removal of the lights. These lights add not only a time of day to the setting but where these mannequins are. The idea of this is to create the concept of being on the streets of an island . Without the lights the setting could possibly be in a forest. |
| Reversing/ re-arranging
What will happen if you re-arrange/reverse some of the props? |
A possible change to this display would be separating the mannequins further apart. This could make it seem as though the mannequins are lost in this tropical scene. |
Bell Model
Look at the competing stores and their visual display presentation
Compare the merchandise presentations
Improve combine the best presentation from the completions store with your own ideas
Looking at figure 2 and 3 both Coach and Club Monaco are presenting their 2017 spring collection. Both of these collections seem to elaborate some sort of climate within their presentation. Coach elaborates the dessert, and Club Monaco seems to focus on the strong use of flowers which could correlate to a garden setting. When comparing both windows Club Monaco’s target market seems to be middle aged working women due to how the women are covered, and the dress pants on most of the mannequins. Coach seems to be targeting millennials. The short skirt accompanied with combat boots seems creates an edgy look established for the younger generation. Club Monaco seems to have cool tones that play with the use of the color violet. The clothes also play with a bit of floral patterns to create some excitement in the collection. Coach display seems to have a focus on brighter louder colors as appose to Club Monaco. The bright green on the skirt, and the mustard yellow callus on the back-round is a clear elaboration of the color motifs presented in this collection. After analyzing both displays, you can start to figure out how to improve them. Although Club Monaco setting is clean and a bit girly due to the color scheme of the flowers, this company should still incorporate some type of prop to establish the setting of this display ; something to make a street walker stop and take a closer look. Coach depiction of the of the yellow mustard callus plants, could possibly be removed. The plants obviously found in the desert, correlates the concept of heat and dryness. Two uncomfortable descriptions that may turn some possible buyers off.
