Chapter 13 Summary

             Chapter 13 summarizes visual merchandising and dress. Visual merchandising takes place where the shopper and the product come together in a real, hands-on situation: It is the presentation of the stock on the selling floor. To produce good visual merchandising, the display person must understand what good visual merchandising is and must know both the product and the shopper to whom the retailer hopes to appeal. Color dominance is the simplest, the most direct, and usually the most effective way to present products visually.Merchandise can also be presented with the emphasis on coordination. In any visual program it is always effective to coordinate merchandise. The shopper sees how pieces can be matched or mixed—coordinated to go together to create a wardrobe of alternative outfits. Merchandise can also be presented with the emphasis on coordination. In any visual program it is always effective to coordinate merchandise. The shopper sees how pieces can be matched or mixed coordinated to go together to create a wardrobe of alternative outfits.