Developing the Fashion Image
Fashion touches all types and varieties of product classifications from apparel, accessories, and footwear to home décor, furniture, kitchen utensils, and home appliances, to cars, boats, and motorcycles. There are very few products in the marketplace that are not in some manner impacted by fashion design and/or the fashion cycle. Fashion permeates all aspects of our environment.
Therefore, the retailer must assure that a constant and consistent fashion image is established and maintained by his retail business in order to establish the store’s identity and fashion leadership in the community. From the signage and exterior of the store to its entrance and window displays, the fashion image becomes evident to the consumer through the exterior and interior décor and visual merchandise presentation, especially the displays with the types of props and attention-getting devices utilized to attract the target consumer.