VISUAL MERCHANDISING – FSHN 1342
(PRN DISTANCE LEARNING SECTIONS)
PRN SECTIONS FOR SPRING 2004—sections 11234 and 09567
16 WEEK SESSION (Jan 10 orientation – May 9, 2004)
12 WEEK SESSION (Feb 7 orientation – May 9, 2004)
INSTRUCTOR: JAN FELDBAUER, MBA,
Professor of Business Management and Fashion Merchandising
Office: Northridge Campus, Room 4228
Email: janf@austincc.edu
Phone: 512-223-4856
Dept Web Site: www.austincc.edu/mkt or www.austincc.edu/mgmt
Instructor website: www.austincc.edu/janf
Office Address & Mailing Address:
Austin Community College – Northridge Campus
11928 Stonehollow Drive
Austin, TX 78758-3190
FAX: 512-223-4929 or 512-223-4988
(Please remember to put YOUR name and FSHN 1342 on any fax or email attachment that you send me.)
Office Hours: See www.austincc.edu/janf
ORIENTATION:
Students must attend an orientation meeting the first week of class. At this meeting, students will receive the class syllabus, meet the instructor, and receive additional information concerning the course and projects. ATTENDANCE at an orientation meeting verifies enrollment in the course and is MANDATORY. If you miss this meeting, call or email the instructor immediately.
The orientation for the 16 week session is Saturday, Jan 10 at the Rio Grande Campus
from 9 – 10 am in Room RGC 125
The orientation for the 12 week session is Saturday, Feb. 7 at the Rio Grande Campus
from 9 – 10 am in Room RGC 303.
It is the student’s responsibility to initiate and complete WITHDRAWAL from this course. The withdrawal DEADLINE for Spring 2004 is as follows:
Both 16 and 12 week session --- the withdrawal deadline date is APRIL 19, 2004.
Students who DO NOT complete the work on schedule and WHO DO NOT withdraw themselves will receive an F. If your name, address, and/or telephone number or email changes, notify the instructor immediately. This will insure that you receive all the necessary information and keep your name on the class rolls. THIS IS EXTREMELY IMPORTANT!
MASTER COURSE SYLLABUS/DESCRIPTION AND COMMON COURSE OBJECTIVES CAN BE FOUND AT: www.austincc.edu/mkt
INTRODUCTION: (COURSE RATIONALE)
Visual Merchandising by Open Campus (PRN) is offered to those students who are looking for an innovative, independent method to complete a course but at the same time cannot attend a class on a regular basis. These students should be strongly motivated, mature, and self-disciplined individuals. Each student is responsible to maintain satisfactory progress during the semester by reading the course materials, accomplishing the required project, and taking the required exams by the prescribed dates (see below).
The non-traditional instruction version (also called open campus or PRN) of Visual Merchandising is a viable alternative to the traditional classroom method. Students are advised that the specific dates in this syllabus MUST BE MET. It is possible to master this material at a faster pace and thereby complete the material prior to the end of the semester. However, the material must be completed by the end of the semester. In addition, the exams and project are not optional—they are required.
THIS COURSE IS NOT SELF-PACED.
You must take each exam on or before a specific date. However, it is possible to master the material at a faster pace and complete the course before the end of the semester.
Successful completion of this course requires maturity and self-discipline. You should not enroll in this or any other PRN course if:
1. You rely on required class attendance to provide the necessary incentive to maintain progress.
2. You need regular class discussion to explain and review course materials.
3.
You have significant deficiencies in basic reading or writing
skills.
Printed material in the text must be read and studied, the terms and review questions at the end of each chapter should be studied, and exams taken on or before the dates listed in this syllabus. Also, the project described in this syllabus must be completed by the specified deadline date.
COURSE DESCRIPTION: Visual Merchandising (3-3-0). Skill development in the creation of showroom or retail store window/interior displays that sell merchandise. Study of the basic techniques of store planning, mannequin dressing, alternate form design, and display space conceptualization and implementation.
COURSE OBJECTIVES:
1. Learn basic visual merchandising concepts and theory essential in the effective presentation of a store image, its merchandise, and displays.
2. Explore the use of color, color psychology, and texture in visual presentations, various light sources, and the effective use of light in visual merchandising.
3. Become familiar with store exterior and window display types and treatments, store signage and graphics, as well as display settings and construction.
4. Identify materials used for masking and proscenia, and effective coordination of fashion accessories for display purposes.
5. Learn great attention-getting tips, themes, ideas and techniques to enhance store interiors.
6. Identify the types of mannequins or mannequin alternatives in displaying apparel items, as well as store fixtures and props used for merchandise presentation.
7. Describe current trends in point of purchase displays, trade shows and exhibit designs, special events, holidays and sales promotions.
COURSE MATERIALS:
Required Textbook: Pegler, Martin. Visual Merchandising & Display, Fourth Edition, Fairchild Publications, l998.
ISBN # 1-56367-173-5
COURSE REQUIREMENTS:
You are required to:
A. Read the required textbook material.
B. Prepare yourself for the course exams by reviewing objectives, terms, and review questions in each chapter.
C. Take 3 exams during the semester on or before each deadline date on the established schedule.
D. Prepare a mandatory written project (instructions below), and submit that individual report along with a copy of the location addresses you used to complete the project. This report must be turned in by the deadline date. Copying another students project will not be tolerated. Any reports found copied from another student or another source will receive a grade of Zero points. NO late papers will be accepted.
E. One extra credit assignment may also be completed, but is not mandatory. For information on the extra credit report, see below.
TESTING AND GRADING
See www.austincc.edu/testctr for locations, hours, and policies of the ACC testing center.
A. There are three required exams for this course. They may be taken at any of the following ACC testing centers:
Northridge Rio Grande Eastview Pinnacle Round Rock Cypress Creek
Riverside Fredericksburg High School San Marcos High School
(Note: Please use the new scantron form provided by the testing center. They will also provide you with the EXAM and scratch paper as needed. You WILL need to supply your own #2 pencil with a good eraser.
B. The exams will be made up of true/false and multiple choice questions which will be completed on the scantron form. You will have approximately 60-65 of these type of questions worth one or two points each. You will also have 2 or 3 short answer questions (draw a diagram, name and explain a concept, short essay, etc.) These will be completed on a separate answer sheet. The points for each question will be indicated on the exam. These are NOT open book exams.
C. ALL EXAMS MUST BE COMPLETED PRIOR TO THE POSTED CLOSING TIMES OF THE TESTING CENTERS. Attached to this syllabus you will find a copy of the Testing Center Hours of Operations and Telephone Numbers. I recommend that you call to verify that the hours are in fact the same and have not changed. You MUST present a student ID and picture ID (license,etc.) at the testing center in order to be able to take the exam. You can refer to www.austincc.edu/testctr
D. Dates for EXAMS are the LAST DAY you may take the exam. You may take the exam any day up to and through the date listed below. Any exams taken late are subject to a 10 point penalty.
IMPORTANT – PLEASE NOTE YOUR SECTION (Either 16 week or 12 week class)
EXAM TEXT CHAPTERS VALUE OF EXAM LAST DATE TO TAKE THE EXAM
1 Chapters 1 – 8 25% February 16, 2004
2 Chapters 9 – 17 25% March 29, 2004
3 Chapters 18 – 27 25% May 4, 2004 at all testing centers
1 Chapters 1-8 25% March 8, 2004
2 Chapters 9 – 17 25% April 5, 2004
3 Chapters 18 –27 25% May 4 at all testing centers
The instructor will grade all parts of the exam. You may receive your exam grades by contacting the instructor by email or leaving a self-addressed and stamped post card. If you make less than 70, you may retake the exam. However, the highest grade you can receive on the retest is a 70. You must make arrangements with the instructor to take a retest WITHIN 5 days after you have taken the exam. NO RETAKE is available for EXAM #3. Any test not taken by the deadline date is subject to penalty.
Each exam is worth 25% of your grade. You will take the score you earn on it and multiply it by .25 or 25%. (For example, if you earn a 90, you can multiply 90 by .25 and your total points for that exam will be 22.50 points) Please remember that the highest score you can obtain on a retest is a 70.
WRITTEN PROJECT (Mandatory, not optional) 25% of your total grade.
Another 25% of your grade will come from an individually written project which is due in my office no later than APRIL 21, 2004. It is to be neatly printed or typed. If you choose to fax or send me your project as an email attachment, please put your name and FSHN1342 at the top of your paper and make sure to address it to me. (Several instructors use the same fax phone number.) Papers without names will not be graded. ALWAYS make a back up copy of your paper in case it should be lost in transmission.
DIRECTIONS FOR WRITTEN PROJECT:
Attached to this syllabus is a worksheet which must be completely filled out on two (2) stores of your choice. You may select a mens, womens or childrens apparel store or a general merchandise store.
Pick two different stores. You will need to visit each of these two stores and complete the worksheet on each store separately. The more detail you provide, the more points you will earn. Empty spaces not completed will result in a reduction in points. Date and location of your visit is a must.
The analysis of each of these two stores will include your assessment of the store exterior, signage, graphics, store windows and entry, types of store window displays, props, lighting, color, etc.
Also included is an assessment of the store lobby or entry way, mannequins or alternative forms used, types of fixtures used in merchandise displays, point of purchase displays, special props or use of furniture, flooring, cleanliness, atmospherics, and image. Information on all of these details is found in your text.
After completing the visit to each store, and filling out the detailed forms on each store, you are to pretend you are a Visual Merchandising consultant and complete a paper of no less than 3 pages of your impressions and comparisons of each store, and in your opinion, how each store could improve its visual merchandising techniques and displays. Use specific examples such as recommending changes in fixtures, mannequin styles, lighting, displays etc. Be creative. Both the worksheets and your paper must be turned in. You might include a photo of the outside of the stores, but don’t take photos inside without the specific approval of the store owner or manager. Sketches are acceptable, and photos are not mandatory.
FOR EXTRA CREDIT (Optional --TOTAL 5 points, if completed thoroughly and on time)
Since many students often ask if they can do EXTRA credit to improve their grade, the following additional assignment will enable you to earn up to 5 points, if a complete and thorough job is done, and you complete and submit it by APRIL 15, 2004. NO late papers will be accepted. Please make sure to include your name, my name, and your class section on the paper.
Select a local store of your choice. While visiting that store, make a sketch of a that store’s floor plan showing the layout of departments, fixtures, and the traffic patterns that direct shoppers through the spaces. If the store has more than l floor, choose only l floor for this paper. If it is a large store (ie. Kmart, etc.) then choose only l department for your paper. Sketch the floor plan of that store, floor, or dept. as best you can to scale. Exact measurements are not necessary. In your paper, comment on what you observed on your visit. How would you improve the floor plan and traffic patterns of that store. How would you remodel, redecorate, or refixture that space. (See pages 268-273 in your text for information on floor plans to help you do this assignment.)
Final Grading Scale for all exams & your overall grade: 90-100=A, 80-89=B, 70-79=C, 60-69=D, Below 60=F.
DEPT POLICIES, SCANS, etc. CAN BE FOUND AT: www.austincc.edu/mkt
COURSE POLICIES:
Incomplete Grades: Students are encouraged to complete this course successfully, therefore incomplete grades are rarely granted. Past experience reflects students who do not complete the necessary work during the semester they are registered, will not complete the course even if additional time is given. In these cases, the incomplete grade of an “I” becomes an “F” grade. However, if a special situation exists, the instructor may grant the grade of an “I”. To receive this temporary grade of “I”, the student must:
1. have completed two exams with at least a C average and the written project.
2. request the “I” grade in person to the instructor and complete the necessary ACC forms.
3. Complete the course in the time allowed by the instructor. Failure to complete the material in the allowed time will result in the “I” being changed to a grade of “F”.
Scholastic Dishonesty Policy: “Acts prohibited by the college for which discipline may be administered include scholastic, dishonesty, including but not limited to cheating on an exam or quiz, plagiarizing, and unauthorized collaboration with another in preparing outside work. Academic work submitted by students shall be the result of their thought, research or self-expression. Academic work is defined as, but not limited to test, quizzes, whether taken electronically or on paper, Projects, either individual or group, classroom presentations and homework” (See Student Handbook.)
Student with Disabilities Policy: “Each ACC campus offers support services for students with documented physical or psychological disabilities. Student with Disabilities must request reasonable accommodations through the office for students with disabilities on the campus where the expected to take the majority of their classes. Students are encouraged to do this three weeks before the start of the semester” (See Student Handbook.)
Freedom of Expression Policy: “Each Student is strongly encouraged to participate in class. In any classroom situation that includes discussion and critical thinking, there are bound to many differing viewpoints. These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn. On sensitive and volatile topics, students may sometimes disagree not only with each other but also with instructor. It is expected that faculty and students will respect the views of others when expressed in classroom discussions.” (See Student Handbook)
Testing Center Policies can be found at www.austincc.edu/testctr
The Texas Coordinating Board requires an additional student contact with the instructor. The student will be responsible to contact the instructor in person, by phone, or by email during the semester.
CHAPTER OBJECTIVES: Use these, along with terms at the beginning of each chapter and review questions at the end of each chapter, as well as charts and diagrams in the chapters to study for the exams.
Chapter l – Why Do We Display?
Define visual merchandising
Discuss the concept of store image and its relationship to visual merchandising and display
List the purposes of visual merchandising
Describe the role of visual merchandising in retailing today.
Chapter 2 –Color and Texture
Discuss the relationship between color and visual merchandising
Name the common associations with various colors
Differentiate primary, secondary and tertiary colors
Name colors in the warm and cool families
Describe the relationship of colors to each other on the color wheel
Name how neutral colors can be best used in store design
What is the relationship between color and texture?
What is texture and how can it be used in a display?
Chapter 3 –Line and Composition
Name 3 major types of lines used in displays
Describe composition and its relationship to visual merchandising
Differentiate symmetrical and asymmetrical balance
Describe how dominance and contrasting elements can be used in displays
Define the relationship between proportion and contrast
Define rhythm, repetition, dominance
Chapter 4 – Light and Lighting
Discuss the relationship between color and light
Define visible light
Describe techniques for lighting open-backed windows and closed-backed windows
How can lighting be used to draw shoppers into the store
Name advantages/disadvantages of fluorescent and incandescent light
Describe effective uses of light, ie. HID lighting and MRl6 and MR11 lamps.
Chapter 5 –Types of Displays and Display Settings
Describe the 4 major types of display
Name 5 categories of display settings
Describe promotional and institutional displays
List the purposes of build up presentations in display
Chapter 6—Exterior of the Store
Name key exterior items that impact store image
Describe how banners can be tied in with seasons or promotional events
List adv/disadv. of 4 major windows used in storefront design
Explain the difference between awnings and marquees
Chapter 7 –Display Window Construction
Describe the benefits of closed-back windows
List methods for reducing glare and reflection
Name 3 types of floors used in display windows
What function do ceiling grids play in windows?
What methods can be used for turning a large window into a smaller one?
Name adv./disadv. of open-backed windows
List problems with island windows
Name merchandising best suited to shadow box windows
Chapter 8 –Store Interiors
Define focal point and its uses
Describe characteristics of island displays
Describe uses of counters and display cases for presentations
Differentiate between museum cases, demonstration cubes, ledges, and structural columns
Define fascia and its uses
Define T Walls and 100% traffic areas
Chapter 9—Mannequins
Describe the diverse characteristics in mannequins
List some methods of proper mannequin care
Differentiate between types of mannequin or alternatives available
Chapter 10 – Alternatives to the Mannequin
List alternatives to the traditional mannequin
Describe visual merchandising techniques used in Europe
Why are alternatives to mannequins being used more frequently
How is flying merchandise accomplished?
Chapter 11 –Dressing the Three Dimensional Form
Discuss the steps to be taken in dressing a mannequin
Describe methods in which mannequins may be attached to a base for standing
Discuss the edges of rigging a suit form and the process of dressing a shirt form
What is a shirt board?
Chapter 12 –Fixtures
Describe the fixtures used in window displays, counters, ledges and floors
Name common materials and finishes used in the manufacture of fixtures
Describe how stands are used for displays
Name criteria for selecting fixtures
Describe floor and freestanding fixtures
Chapter 13 – Visual Merchandising and Dressing Fixtures
Differentiate between visual merchandising and presentation
Name 7 objectives of visual merchandising
Describe techniques that can be used for stocking merchandise
Name some benefits of visual merchandising for the retailer
Describe how clothing can be dressed on fixtures
Describe various types of gondolas & aisle tables
Chapter 14 --Modular Fixtures and Systems in Store Planning
Describe the major types of modular fixtures and systems
Name advantages in using modular fixtures
What are the benefits of display systems
Name items to consider when purchasing a display system
Chapter 15 – Furniture as Props
Describe how furniture can be used in display
What are some uses of various types of chairs in display
Name types of merchandise suitable for tabletop display
How can armoires and cabinets be used in display
Chapter 16 – Attention-Getting Devices
List the purposes of using attention getting devices in displays
Name 12 devices used to get attention
How can humor be used to attract customers
How can motion be used
How can shock be used
Describe some props and their sources
Chapter 17 –Familiar Symbols
Describe the major seasons, holidays, clothing lines and store events which are used in merchandising
Discuss appropriate settings, props, and themes for various events
Chapter 18 –Masking and Proscenia
Define masking and proscenia
Describe uses of proscenia and situations where it would be beneficial
Describe methods for masking display windows
Name materials and items that can be used for masking purposes
Chapter 19 –Sale Idea
Discuss how a store’s image can be maintained while promoting a sales event
Discuss unique sale themes
List how mannequins and props can be used to effectively promote sales events
Chapter 20 – Fashion Accessories
Discuss the importance of accessorizing in fashion displays
Name some effective props for displaying accessories
List display techniques in jewelry presentations
Describe the importance of lighting in accessory display
Chapter 21 – Graphics and Signage
Define graphics
Describe the use of lifestyle graphics and artwork in store displays
Name methods of manufacturing signs
Describe sizes for signs and cards
Chapter 22 --Visual Merchandise Planning
Discuss the importance of a display calendar
Name events in this calendar
List points of consideration for planning a display
Describe steps in display planning and installation
Chapter 23 – Setting Up a Display Shop
Name the physical requirements for a display workshop
List furniture and fixtures used in a display shop
Describe tools, supplies, and trimmings to be kept in a display shop
Name handy reference material that could be kept for display purposes
Chapter 24 –Store Planning and Design
Describe the duties and areas of expertise of store planners
What is meant by a floor plan, and scale in relation to a floor plan
Define store rehabilitation
Describe some major symbols used in floor plans
Differentiate between an elevation and a floor plan
Chapter 25—Visual Merchandising and the Changing Face of Retail
Describe 3 retail store formats that have increased in growth
Name specific visual merchandising considerations for a big box or superstore, discount/factory outlet
or vendor shop
Name ways in which large, hanger-style stores can be “warmed up”
Chapter 26 – Point of Purchase Display
Name displays that are considered POP
Detail reasons for using POP by retailers
List the functions of a POP display unit
Describe product categories using POP fixtures and materials
What materials are used in the design of a POP unit
Chapter 27 –Exhibit and Trade Show Design – Industrial Display
Differentiate between exhibits and trade shows
Name the unique characteristics of the various types of exhibits
List common traffic patterns in exhibits
Describe considerations in planning and selecting an exhibit system
Discuss the use of graphics, light, special effects to enhance an exhibit
What are tie-ins important?
How can theft and vandalism be controlled?
Chapter 28, 29, and 30 list various sources for fashion shows, trade organizations and career opportunities in visual merchandising and are NOT included on the last exam.
VISUAL MERCHANDISING PROJECT NAME:
(MANDATORY) 25% of grade DATE:
VISIT 2 LOCAL STORES AND EVALUATE THEIR VISUAL MERCHANDISING. COMPLETE THE FOLLOWING DATA SHEET ON EACH OF THE TWO STORES: USE A SEPARATE DATA SHEET FOR EACH STORE. Upon completion of each separate data sheet, pretend you are a visual merchandising consultant. Complete a paper of no less than 3 pages typewritten on your impressions & comparisons of each of the two stores, and how each store could improve its Visual Merchandising techniques and displays. Use specific examples, such as recommending changes in fixtures, mannequins, lighting, displays, etc. Be creative! Both the data sheets and your paper must be turned in. You might want to include a photo or sketch of the outside of the store, but don’t take photos of the interior without specific approval of store owner or manager.
VISUAL MERCHANDISING AUDIT
SHEET
DATE OF STORE VISIT: NAME OF STORE:
STORE LOCATION (NAME & ADDRESS)
STORE EXTERIOR
PARKING LOT
EXTERIOR LIGHTING
MARQUEE OR AWNING
SIGNAGE
BANNERS
PLANTERS
TYPE OF FRONTS (ARCADE/CORNER/ANGLED/STRAIGHT
OR COMBINATION?)
TYPE OF WINDOWS (BANK OR RUN-ON)
CEILING GRID, FLOORING, SIDE WALLS
OPEN-BACK WINDOWS
ISLAND WINDOWS
CLOSED-BACK WINDOWS
SHADOW BOXES
ELEVATED WINDOWS
TALL OR DEEP WINDOWS
GLARE/REFLECTION FACTOR
PROSCENIA OR MASKING USED?
THEME USED?
COLORS USED?
TYPE OF MANNEQUINS USED
MANNEQUIN ALTERNATIVES USED
PROPS USED
FURNITURE USED
LIGHTING USED (SPOTS, ETC.)
EUROPEAN DISPLAY TYPES USED (FLYING, LAYDOWN,PINUP)
ENTRYWAY
EASE OF INGRESS AND EGRESS
LOBBY FEATURES
COUNTERS/SHOWCASES
CASH WRAP AREA
POINT OF PURCHASE DISPLAYS USED
TRAFFIC FLOW/STORE LAYOUT
FLOORING (TILE/CARPET/WOOD)
CEILING
FURNITURE USED AS PROPS? Examples?
FIXTURES USED (TYPES USED)
T-stand
Rounders
Gondola
Four Way
Round Racks
S-Racks
Spiral Costumer
Kiosks
Back Wall Displays
Other Wall Displays
LEDGES USED
Spotlights
Floodlights
Fluorescent
HID
MR16/MR11
Recessed
Colored lights/filters
Music
Smell
Colors
Holiday
Seasonal
Promotional Tie In
Humor
Clearance Sale Or Other Themes Used?
CLARITY OF DEFINITION BETWEEN DEPTS
SERVICE AREAS
CLEANLINESS
TYPES OF MANNEQUINS OR ALTERNATIVES USED
PROPS USED?
DISPLAYS CHANGED FREQUENTLY?
STORE PACKAGING
ADVERTISING/PUBLIC RELATIONS
Guards/Security Tags/Security Check Points
ENTERTAINMENT VALUE “a measure of the level of enjoyment
customers experience as they shop”
OVERALL STORE IMAGE
CUSTOMER IMPRESSION/
YOUR
IMPRESSION
DOES THE TOTAL IMAGE OF THE STORE SUCCESSFULLY RELATE TO
THE MERCHANDISE OFFERED? HOW?