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Lezione corso Visual merchandising

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Lezione corso Visual merchandising per il corso di Visual Merchandising di accademia del design: capacity e gestione dello spazio

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Lezione corso Visual merchandising

  1. 1. Capacity
  2. 2. Rappresenta la capacità di contenimento del PV, ottenuta da: • Strutture perimetrali • Gondole • Isole • Stand a 2 e 4 vie • Etc. È buona regola considerare i vincoli strutturali e di contenimento del PD per determinare un corretto allestimento
  3. 3. Il rischio in cui si incorre è utilizzare lo spazio in modo sbagliato
  4. 4. Per un corretto allestimento è necessario quindi considerare Quantità e qualità delle strutture espositive Contenimento prodotto all’interno delle strutture 16 grucce
  5. 5. Primo passo: Il prodotto Valutare prima dell’allestimento tutta l’offerta e poi decidere come gestire l’esposizione: • In relazione agli articoli da evidenziare • In relazione ai look da creare • In relazione agli articoli da esporre a «funzione» (generalmente prodotti basici con ampia paletta colore)
  6. 6. Secondo passo: Il layout Da considerare tutte le strutture: • Perimetrali • Centrali Quindi decidere QUALE prodotto collocare in posizioni premium
  7. 7. Terzo passo: Il display Decidere la modalità espositiva Vediamo come…..
  8. 8. L’assortimento, affinché il prodotto abbia una corretta esposizione, sarà costruito considerando: -Perimetrali -“Strutture centrali” La ripartizione terrà conto di quanto spazio dovrà occupare ogni reparto I reparti, nell’esempio riportato, sono: Abbigliamento, uomo, donna e bambino Calzature, uomo, donna e bambino Accessori
  9. 9. 18/24 opzioni- 12 opzioni folded 4/6 opzioni
  10. 10. 8/10 opzioni 8/10 opzioni
  11. 11. Stabilire a priori dove collocare determinati prodotti sarà determinante per generare fatturato . Tale scelta sarà determinata: • Dal «momento stagionale» • Da esigenze/strategie commerciali (Es. prodotti da spingere in sinergia con campagne pubblicitarie)
  12. 12. Aggregazioni merceologiche Collocazione prodotto/adiacenze- stock (taglie da esporre)
  13. 13. DATI VENDITA: SELL OUT E SELL THROUGH Le attività di visual merchandising sono pianificate e monitorate in relazione ai dati di vendita per ottimizzare il sell out SELL OUT SELL THROUGH Attività promozionali dell’industria e/o del rivenditore per stimolare invece l’uscita dei prodotti dal punto vendita e cioè per favorirne l’acquisto da parte dei consumatori finali, preferibilmente prima delle vendite di fine stagione. Un buon sell out prima dei saldi dovrebbe attestarsi intorno al 50%-60% e produrre rimanenze del 10%. Naturalmente sono da considerare condizioni commerciali tra fornitore e rivenditore È dato dal rapporto fra due elementi: • le quantità vendute in negozio per un certo arco temporale di riferimento • la somma fra la giacenza di prodotto ad inizio periodo e le quantità aggiuntive richieste al deposito centrale nello stesso intervallo di tempo (TOT giacenze)
  14. 14. DATI VENDITA: SELL OUT E SELL THROUGH Parametri di riferimento: • In che periodo della stagione (inizio o a ridosso dei saldi) • Esposizione • Prezzo percepito • Vestibilità • Etc.
  15. 15. DATI VENDITA: SELL OUT E SELL THROUGH Categorie: dati al 4-aprile-2015 Tipologia Q.tà acquistate Valore Q.Tà vendute Sell Throuh Capispalla 150 €. 30.000 45 30% Pelle 15 €. 7000 3 20% Camicie 230 €. 10.000 76 33% Pantaloni 500 €. 40.000 80 16% Etc. FORMULA: Q.tà vendute/Q.tà acquistate*100 Dai dati si evince che, in un certo periodo, il sell through è contenuto per tutte le categorie. In particolare i pantaloni registrano una percentuale di vendita bassa
  16. 16. SELL IN Come possiamo notare 16% è il risultato medio. Se analizziamo i dati articolo per articolo possiamo notare che alcuni sono stati venduti sufficientemente (35% di Sell-Thru) mentre altri non sono stati venduti per niente (Sell-Thru pari a 0%). PANTALONI: dati al 4-aprile-2015 Ref. Q.tà acquistate Prezzo unitario Valore acquistato Q.Tà vendute Valore generato Sell Throuh A 100 € 100,00 € 10.000,00 35 € 3.500,00 35% B 100 € 100,00 € 10.000,00 0 € - 0% C 100 € 100,00 € 10.000,00 25 € 2.500,00 25% D 100 € 50,00 € 5.000,00 15 € 750,00 15% E 100 € 50,00 € 5.000,00 5 € 250,00 5% TOT 500 € 40.000,00 80 € 7.000,00 16% SELL THROUGH DATI VENDITA: SELL OUT E SELL THROUGH
  17. 17. Azioni possibili DATI VENDITA: SELL OUT E SELL THROUGH Commerciali: • promozioni • stock swap • Etc. Visual merchandising: • vetrine • display interno
  18. 18. Azioni di visual merchandising DATI VENDITA: SELL OUT E SELL THROUGH Per valutare l’efficienza dell’esposizione in relazione al sell through le vendite degli articoli esposti dovranno essere monitorate in un periodo temporale «definito».
  19. 19. DATI VENDITA: ANALISI Reparti Tipologia % Utile % volume d'affare (fatturato) % superficie Uomo 40% 36% 28% Donna 31% 34% 30% Lo spazio occupato dal reparto uomo è poco rispetto all’utile che genera. Dai dati si evince che potrebbe essere un’opportunità aumentarne lo spazio espositivo Uomo Donna Uomo Donna Lo spazio occupato dal reparto donna è proporzionale rispetto all’utile che genera. Se raffrontiamo il volume d’affari con l’utile si evince che lo spazio non è sfruttato in modo adeguato. Il quadro d’insieme suggerisce che potrebbe essere un vantaggio in termini economici aumentare lo spazio espositivo destinato a uomo e, nel contempo, ridurre quello destinato a donna. Prima di effettuare scelte definitive occorre confrontare il quadro d’insieme con l’andamento di mercato e analisi obiettiva del proprio PV. Qualsiasi azione di visual merchandising adottata all’interno del negozio dovrà essere monitorata in termini di vendite. Si evince la necessità di intensificare la sinergia con l’area commerciale.
  20. 20. DATI VENDITA: GESTIONE DELLO SPAZIO Un’interpretazione sbagliata: il merchandising è un’attività logistica atta a utilizzare risorse umane allo stoccaggio degli scaffali al fine di aumentare le vendite. Se da un lato è vero che il prodotto deve essere esposto perché il cliente non ha accesso al magazzino, è altrettanto vero che gli scaffali non possono essere riempiti senza regole. Il visual merchandising regola i flussi di prodotto nel negozio al fine di favorirne una lettura ottimale e l’incremento delle vendite. Non è ipotizzabile infatti che a luglio, ad esempio, si forzi l’esposizione di prodotti «fuori stagione». Legge di Pareto o dell’ 80/20
  21. 21. DATI VENDITA: GESTIONE DELLO SPAZIO Secondo questa legge l’80% delle vendite sono generate dal 20% delle referenze. Ciò significa che ci sono 80 referenze che contribuiscono in minima parte a generare il fatturato. Conoscere quali sono i prodotti che contribuiscono a generare vendite con margine aiuta a prendere decisioni espositive: • in merito al loro posizionamento in negozio • in merito a scelte commerciali ed espositive i per tutti quei prodotti che hanno una vendita più lenta Risulta evidente che la gestione dello spazio assume un’importanza determinante per far sì che le performance del negozio migliorino.
  22. 22. DATI VENDITA: GESTIONE DELLO SPAZIO Possiamo concludere affermando che lo space-management (gestione dello spazio espositivo): • non è «prendi quanto più spazio puoi» • non è una sfida ai cm di lineare per esporre in modo scriteriato più prodotti possibile e senza considerare fattori come stagionalità, q.tà vendute, visibilità ottimale, etc. L’assortimento dovrà essere gestito e presentato in modo corretto/adeguato al fine di massimizzare le vendite e ridurre le rimanenze. Lo spazio dovrà essere gestito valorizzando il prodotto in relazione ai ML disponibili. Questo implica decidere cosa valorizzare e cosa, eventualmente, non valorizzare. Infatti ci sono articoli che hanno la loro vendita in un certo periodo, di conseguenza è necessario, talvolta, selezionare tutti quei prodotti che producono fatturato a margine più vantaggioso e determinare delle tempistiche e delle azioni per valorizzare in un secondo momento tutti quei prodotti che si è deciso di non esporre.
  23. 23. FINE

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