MIDTERM STUDY GUIDE

Adapted from Laurence King Publishing

Section one: The History of Visual Merchandising

Multiple choice

1. The technological advance(s) from the 1840s that influenced visual merchandising was:

a. cast iron construction

b. plate glass pane construction

c. cast concrete construction

d. all of the above

e. none of the above

 

2. The first department store was _________:

a. Bloomingdale’s

b. Macy’s

c. Le Bon Marché

d. Selfridges

e. John Wanamaker’s

 

3. Selfridges was the first department store to:

a. leave window lights on at night

b. include a soda fountain

c. include a silence room

d. all of the above

e. none of the above

 

4. The visual merchandiser’s PRIMARY task is to:

a. place new arrivals on the selling floor.

b. clean and primp the sales floor throughout the day

c. communicate a fundamental message to the public

d. all of the above

e. none of the above

 

5. The latest challenge to retailers is:

a. the internet

b. poor customer service

c. discounters

d. all of the above

e. none of the above

 

6. The retailer’s PRIMARY job is:

a. to sell merchandise and ensure a positive overall experience

b. to greet customers and maintain the sales floor

c. to buy merchandise and determine placement on the selling floor

d. all of the above

e. none of the above

Section two: Visual Merchandiser’s Role

Multiple choice

1. Please select the best answer: challenges of visual merchandising include:

a. long hours, opinionated colleagues and public, tight deadlines

b. low budget, unsupportive management, understaffing

c. holiday hours, insufficient signage, insufficient studio space

d. all of the above

e. none of the above

 

2. Skills one needs to move from a junior to senior visual merchandising role are:

a. communication and managerial skills

b. budget management

c. window concept development

d. all of the above

e. none of the above

 

3. In a multiple chain store environment the visual merchandising guidance and direction come from:

a. the individual visual merchandiser working in individual stores

b. the head office

c. the Regional Visual Merchandise Manager

d. all of the above

e. none of the above

 

4. Self-employed visual merchandisers are often called:

a. display stylists

b. window dressers

c. freelancers

d. all of the above

e. none of the above

 

5. The best way to achieve a successful visual merchandising plan is to:

a. respond to market trends to generate immediate sales

b. develop a structured, achievable plan within budget constraints

c. change windows frequently

d. all of the above

e. none of the above

 

Section three: Store Design

Multiple choice

1. The three key players in store design are:

a. visual merchandiser, interior designer, architect

b. operations manager, visual merchandiser, architect

c. buyer, visual merchandiser, interior designer

d. buyer, store manager, visual merchandiser

e. operations manager, visual merchandiser, architect

 

2. Which traditional department store retailer introduced a futuristic store in 2003?

a. Macy’s

b. Bloomingdale’s

c. Selfridges

d. Nieman Marcus

e. Harrods

 

3. Some of the most imaginative store designs can be found in:

a. Brazil

b. Russia

c. India

d. China

e. Japan

 

4. According to Richard Found of Found Associates, one of the most fundamental aspects of store design is:

a. colour

b. signage

c. lighting

d. all of the above

e. none of the above

 

Fill in the blank

1. Good store design supports brand image as well as underpins a successful retail strategy.

2. Good fixtures blend into the background, allowing the products to stand out.

 

Section Four: Windows

Multiple choice

1. A product-driven window is most likely to be the main type of window in a:

a. department store

b. multiple chain store

c. specialty boutique

d. all of the above

e. none of the above

 

2. _________ is of the utmost importance in any window display.

a. MDF floor panels

b. a secure door

c. a ceiling grid

d. all of the above

e. none of the above

 

3. The most economical way to carry a theme or scheme into a store is:

a. lighting

b. graphics/signage

c. mannequins

d. all of the above

e. none of the above

 

4. In general, a basic mix of _____ props to _____ merchandise is usually best.

a. 2⁄3, 1⁄3

b. 1⁄4, 3⁄4

c. 1⁄2. 1⁄2

d. 3⁄4, 1⁄4

e. 1⁄3, 2⁄3

 

5. A window focal point is best placed:

a. on the side walls

b. just above eye-level and off-centre

c. just below eye-level and off-centre

d. dead centre

e. high and center

 

6. When in doubt about color selection, always go for:

a. brighter or darker

b. lighter or brighter

c. chromatic hues

d. all tints

e. all shades

 

7. The most common and conventional placement for a sign is:

a. directly in front of the main group

b. near the ceiling

c. eye-level from the street

d. all of the above

e. none of the above

 

8. Descriptive tickets should:

a. list prices from top to bottom as arranged on the mannequin

b. be positioned to the right of the mannequin

c. never be handwritten

d. all of the above

e. none of the above

 

9. Window checks should occur:

a. once a day after store closing

b. once a day before store opening

c. once a day in the early morning and at the end of the day

d. once a week before opening or after closing

e. at tear down

 

Matching

Choose the one term that best identifies each description:

a. arcade window b. scheme c. formal balance

d. chromatic e. informal balance f. closed window

g. theme h. tint i. prop

j. value k. showcase window l. hue

m. open-back window n. shade o. achromatic

 

N 1. A colour with black added to it to make it darker.

E 2. Asymmetry, various objects create even optical weight.

A 3. Store entry door is set back from the windows.

G 4. The topic of a window.

H 5. A colour with white added to it to make it lighter.

B 6. A theme adapted so each window is different.

M 7. A window with no back wall, but it may have side walls.

I 8. Objects that visually support the products for sale.

D 9. High colour density.

C 10. Symmetry, objects create a mirror image.

K 11. Miniature windows placed at eye-level.

J 12. The darkness or lightness of a colour.

F 13. A large pane of glass at front with side walls, a back and a door.

O 14. Low colour density.

L 15. A name for pure colour.

 

Section Five: in-Store Visual Merchandising

Multiple choice

1. The key to successful in-store visual merchandising is:

a. successful lighting

b. a successful floor layout

c. successful signage

d. all of the above

e. none of the above

 

2. When positioning products always place _________ first.

a. key brand and largest categories

b. sale items

c. basics and new arrivals

d. trend items

e. best sellers

 

3. The MAIN intention of all product display is;

a. to present the store’s fashion point of view

b. to show the newest merchandise trends

c. to inspire the customer to browse

d. all of the above

e. none of the above

 

4. In-store displays should be placed:

a. at the front of the department

b. at the back of the department

c. at the end of sight lines

d. all of the above

e. none of the above

 

5. Retailers often place clearance merchandise:

a. at the front of the store

b. at the back of the store

c. in a separate discount store

d. all of the above

e. none of the above

 

6. Directional in-store signs should:

a. have an individual identity

b. be clear and simple to read

c. use short, punchy statements

d. all of the above

e. none of the above

 

7. Garment price tags should be located:

a. through labels or seams

b. through button holes or zipper pulls

c. through the fabric

d. any of the above

e. none of the above

 

8. Shop floors are often lit overall with __________.

a. incandescent lights

b. high intensity discharge lights

c. fluorescent strip lighting

d. all of the above

e. none of the above

 

Matching

Choose the one term that best identifies each description:

a. product adjacencies b. footfall c. sight-lines

d. banners e. virtual store f. add on sales

g. mid-floor fixture h. hot shop i. design directives

j. graphic k. vendor fixture l. concept shop

m. capacity rails n. slat wall o. point of sales

p. gondola

 

D 1. Signs that are usually hung above walkways.

E 2. A retail outlet computer modelled in 3 dimensions.

P 3. A fixture for home and food – rectangular with shelves on all sides.

C 4. Imaginary lines that lead the customer to certain areas of specific product.

M 5. A fixture designed to show many options of garments and large amounts of stock.

H 6. A space that encourages a customer to shop topical products by trend or look.

N 7. Panels of wood that are fixed directly on the wall for product display.

F 8. Sales driven by sales staff.

G 9. A free-standing fixture.

B 10. The route a customer walks through the store.

I 11. Seasonal design guides sent to retailers to ensure brand consistency.

K 12. A fixture supplied by the vendor as a branded product fixture.

A 13.Which products sit next to each other.

J 14. A print incorporating both image and text.

O 15. Items located at or near the cash wrap.

L 16. A special shop design with specific product in mind, bespoke fixtures, and strong

branding and graphics.

 

Section Six: Mannequins

Multiple choice

1. The most effective tool to present fashion trends is:

a. props

b. signage

c. mannequins

d. all of the above

e. none of the above

 

2. When purchasing mannequins a visual merchandiser should consider:

a. what they will be used for

b. where they will be used

c. if their poses are suitable for the clothing they will wear

d. all of the above

e. none of the above.

 

4. Full face/make-up renovation for mannequins costs approximately:

a. $350

b. $160

c. $800

d. $400

e. $1400