DHM 3853 Visual Merchandising Course Roadmap Dr. C.M. Joyner Armstrong
©This roadmap is protected under Section 1.02 of Oklahoma State University’s Copyright Intellectual Property Policy 1-201 and may not be distributed without the express permission of Dr. C.M. Joyner Armstrong. Some content is being used with permission from Mock Shop Virtual Retailing Software.
DHM 3853: Visual Merchandising Fall 2019
C.M. Joyner Armstrong, Ph.D. (“Dr. Armstrong”) Associate Professor 434A Human Sciences 405-744-9525 Email: [email protected] Office Hours (begin August 28): Thursdays 2:30 – 4:00PM (drop-ins) ZOOM appointments: Fridays 10:00-11:30AM (online; 15-min.; see link on Canvas)
Undergraduate Teaching Assistant
Class times: 037 HS: Computer Lab: Tuesdays 12:30-2:20PM (HS 465) Sunday – Friday: 8:00am – 10PM (not for VrStore) Thursdays 12:30-2:20PM (HS 465) First floor lounge (Mock Shop works best here)
Prerequisites: DHM 2423; junior standing.
Course Description: Study and application of principles and practices in merchandise presentation for commercial purposes.
Learning Outcomes: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments. 2. To forecast and anticipate specific future challenges impacting the retail industry. 3. To develop retailing strategies responsive to challenges facing the retail industry. 4. To develop creative and critical thinking through various class activities and teamwork. 5. To demonstrate effective use of technology in a merchandising context. 6. To demonstrate aptitude for leadership in the visual merchandising field.
Materials: 1. Underhill, P. (2008). Why We Buy: Revised and Updated (2nd ed.). [also available on iBook and audiobook] 2. DHM 3853 Course Roadmap and Mock Shop Tutorial Kit (Joyner Armstrong). Available at HS Duplicating 3. 32GB (min.) flash drive 4. An active WGSN account 5. Reference: DHM 2423 Course Roadmap and Tutorial Kit (Park or Joyner Armstrong) (purchased during DHM 2423). If you do not have one, you may purchase one at HS Duplicating 6. Reference only: Samara, T. (2014). Design elements, a graphic style manual: Understanding the rules and knowing when to break them (2nd Edition). Beverly, MA: Rockport Publishers. ISBN: 978-1-59253-927-7. (purchased during DHM 2423)
Many professor presentations in this course are loosely based on: Bell, J. & Ternus, K. (2012). Silent selling. (4th ed.) New York, NY: Fairchild. ISBN: 978-60901-153-6.
©Joyner Armstrong, C.M.; Oklahoma State University, 2019 2
COURSE POLICIES
About professionalism in communication: Professional interaction with your professor and peers is expected in and outside the classroom. When communicating electronically an appropriate phrase in the subject line, complete sentences, appropriate capitalization, punctuation, spelling, and grammar as well as a solution-oriented tone is good practice. The best way to contact your professor is via email, by phone, or to utilize the above office hours. Emails are typically responded to within 48 hours (Monday – Friday, 8- 5PM). Likewise, students are expected to check their email in a similar fashion. This policy is reflective of professional practice. Violations of this policy may be subject to university sanctions as proscribed by the OSU Student Code of Conduct.
About attendance: Due to the hands-on nature of this course, students are permitted only 4 absences (two weeks of class) from course meetings for purposes such as study tours, professional development opportunities, weather issues, job interviews, illness, doctor appointments, weddings, funerals, or any other important commitment; each absence exceeding 4 will result in the reduction of one letter grade. No absences are excused, so budget accordingly. When point-earning activities are conducted during a missed class (every class period for this course), you will receive a “0” for those points. Additionally, you must be punctual and remain in class until you are dismissed. Late is defined as entering the classroom after the class has begun, signified by instructor making the day’s introduction. Final course grades may be reduced by up to half a letter grade when a pattern of tardiness is observed. Being late to class more than three times during the semester constitutes a pattern of tardiness.
Exceptions to this policy are made in extraordinary circumstances and when the student is prompt in communicating their situation. Documentation is most commonly used to buy the student an opportunity to make up missed work. Finally, attendance is tracked beginning the first day of class for all enrolled and un-enrolled students.
It is expected in the industry that you communicate promptly when you know you will be absent. So is the expectation in this course.
About team grades vs. individual grades: Teams earn the same grade on Virtual Retail Project assignments. However, the professor reserves the right to assess a student individually on these assignments if the skill level or contribution demonstrated is markedly different than that of their team members.
About teamwork time: There will be times when a portion of class time is devoted to teamwork. The professor will often structure this time, and students should plan to remain in class during the full class period to make progress. Students are not permitted to utilize headphones or some other technological distraction during this time.
About teamwork: The purpose of holding class is for students to use the experience to help them learn important content together. Interaction, collaboration, and engagement are fundamental to such. Thus, how you participate (e.g. communicate and behave) during the semester with your assigned team directly impacts your course grade. Approximately 5% of your course grade is based on four criteria: 1) quality engagement, 2) contribution to the learning community, 3) commitment, and 4) professional communication. Your professor and peers assess these criteria throughout the semester; a formal grade is given at the end of the course.
Category Definition Weight
Engagement Personal investment in the work demonstrated through teamwork across the semester, in 30% and outside class, whether points are formally assigned or not. Student is alert and focused in class and actively contributes to the team.
Contribution A creative, intellectual, and/or leadership contributions are made to the class and team. 30%
Commitment Accountability to the team in and outside class is demonstrated by following through on 20% commitments made to teammates.
Communication Communication (verbal, written) with peers and professor is timely, on-topic, solution- 20% oriented, and courteous.
Total 50 points
About Team Contribution Assessment surveys: You must complete a Team Contribution Survey each time a team assignment related to the Virtual Retail Project is submitted. These are due exactly 24 hours after the submission deadline of each of your three team assignments. Failing to submit this assessment by the deadline will result in a 5% reduction of your assignment grade. Exceptions to this policy are at the professor’s discretion and are only made in extraordinary circumstances.
About late and make-up work: There isn’t any. Course assignments are due on the deadline noted in the course agenda and should be submitted by the specified time. Students are encouraged to submit what they have completed by the deadline and communicate promptly with the professor when an extraordinary barrier to project completion presents itself. Exceptions to this policy can be made in extraordinary circumstances and when the student is prompt in communicating their situation.
About technology: With technological [electronic] evolution comes responsibility. Regardless of its sophistication, technology cannot and should not replace practices fundamental to human learning and relationships, such as listening, observing, thinking, interacting, practicing, and generally, working hard. It is courteous to devote your full attention to your professor when lecture or other activity is being provided; likewise, this is a good habit for peer-peer collaboration. Further, technology should not be used to supplant authenticity or disguise weak design competence.
About “flipped” teaching: This course utilizes a method called “flipped teaching” in which the learning of primary course concepts is relocated to outside the classroom, and in-class time is alternatively used for hands-on learning and collaboration. You are expected to prepare for class via activities such as viewing videos on specific topics, reading, taking notes on the provided note template, and completing short quizzes on Brightspace before you attend class to complete a related activity. Your professor will check your notes in class and provide points, as noted in the course agenda. The professor reserves the right to ask students to leave who have not appropriately prepared for the activity.
About open lab times: There will be time allotted to work on your semester project assignments before each course assignment is due. These classes are required and beneficial to the student, as it allows time to receive feedback from the professor. Your updated files should be uploaded each lab day to document your progress, and activity points are awarded for such.
About competency expectations: Your professor reserves the right to refuse work that is not appropriate for the junior level of the DHM program. In this case, it is the student’s responsibility to
arrange an appointment to discuss the work with the professor to determine if a revision will be permitted and on what terms.
About grade questions: Your professor will not discuss grading and evaluation with you via email. If you have a question about a score on an assignment or your overall grade in the class, please make appointment.
About the learning curve: Virtual Retail Project assignments meeting minimum expectations for the junior level of this program are graded per rubric criteria when submitted. Feedback and revision are a critical component of learning; therefore, when meaningful changes to a project could substantially improve a grade (by a letter or more), students are encouraged to discuss a possible revision to their work with their professor. A meaningful change is defined as one that represents a significantly improved skill level as the result of new learning. A good faith effort must have been made to complete the assignment to standard previously, and this revision option may not be used repeatedly when the team poorly manages their time and/or resources. Students should contact their professor to determine if the assignment qualifies for a revision and to negotiate the terms of such an arrangement. A team will not be permitted to submit multiple revisions.
About university policy regarding academic dishonesty: Oklahoma State University is committed to maintaining the highest level of academic integrity and ethical behavior. It is necessary that all members of the University support and promulgate the values of honesty and responsibility appropriate for an academic community. Not only does such academic integrity and ethical behavior contribute to the status of the University, but also represents an important component of the educational process. To a high level of integrity among students, behaviors that violate academic integrity (e.g., unauthorized collaboration, plagiarism, multiple submissions, cheating on examinations, fabricating information, helping another person cheat, unauthorized advance access to examinations, altering or destroying the work of others, and fraudulently altering academic records) will not be condoned nor tolerated. Violations may subject the student to disciplinary action including following: receiving a failing grade on an assignment, examination, or course; receiving and “F”! notation of a violation of academic integrity on the transcript; and suspension from the University. (See also Policy and Procedure Letters. http://okstate.edu/policy.nsf/)
Examples of academic integrity issues that can occur in this course are the robbery of a peer’s intellectual property that manifests in the form of their merchandising work, the blatant copying/tracing of artwork found on the web, or utilization of signs/graphics from the previous semester’s students.
About special accommodations for students: Any student with a disability who needs a classroom accommodation, access to technology or other academic assistance in this course should contact disability support services ([email protected]) and/or the instructor. Students who require assistance during an emergency evacuation should discuss their needs with their instructors and DSS. DSS serves students with a wide range of disabilities including, but not limited to, physical disabilities, sensory impairments, learning disabilities, attention deficit disorder, depression, and anxiety.
Assessment
Virtual Retail Project (5) 46% (460 points) Book Club (3) 15% (150 points) Field Project 12% (120 points) Quizzes (11) 11% (110 points) Class activities (includes notes) 9% (90 points) Teamwork 5% (50 points) **Professional Development 2% (20 points) Total Points: 1000* points
Grading scale: 90-100% = A (900-1000 points); 80-89% (800-899 points) = B; 70-79% (700-799 point) = C; 600-69% (600-699 points) = D; <60% (less than 600 points) = F
About what grades mean: An A means: “You are producing excellent or exceptional work; you demonstrate an ability to converse about and apply the major and minor concepts of the course and display a willingness to put in the effort necessary to master the concepts of this subject in the future.” A B means: “You are doing a good job in this course; you demonstrate understanding of the major con- cepts; and your work reflects an ability to apply these concepts and rules in a reasonable manner. With more time and effort, you might expect to do better.” A C means: “You exhibit minimal comfort with major course concepts and do not seem to have a good grasp of the detail and/or subtleties of the content or skills. It is recommended that you seriously consider whether you should continue to take other courses in this area. With more time and effort, you might be able to perform at a B level.” A D means: “You struggle to apply the concepts and knowledge in the course; you are doing the assignments or exercises, but they do not show much ability to continue in this area.” An F means: “You are not performing well in this course; assignments are weak or missing. You might want to consider your preparation and/or dedication for courses such as this.”
*Final course grades are rounded up when less than .75% will advance you to the next highest letter grade. This is not negotiable. It is your responsibility to ensure you are clearly in the point range of your desired grade.
Point Breakdown Virtual Retail Project 46% (460 points) Brand Concept (100 points) Assortment Planning , Parts 1-2 (120 points) Store Assembly (120 points) Visual Directive (120 points) Book Club Notes 15% (50 points each)
Class Activity Grading
100% submission of activities (including video note templates) = A+, 90 points
Missing 1-3 activities = A, 85.5 points; Missing 4-5 activities = B, 76.5
Missing 6-7 activities = C, 67.5; Missing 8 activities = D, 58.6; Missing more than 8 activities = 0
DHM 3853: Tentative Course Agenda (Fall 2019) Date Class Topic What’s happening Week 1 8/20 First class Introduction to Visual Merchandising Syllabus quiz due (on CANVAS, 10PM) Collaboration: Rules of Engagement Accept invitation to Cluster 8/22 Before class -- Activity: Movie notes In class Movie day! Week 2 8/27 Before class Read: Streetwear articles Online quiz due (before class) Listen: Bobby Kim on Building Commerce with Activity: Teamwork Community [BoF Drive Episode 3] In class Intro to Brand Concept Teamwork: Brand Concept 8/29 Before class View videos: Core Design Strategies Online quiz & notes due (in class) In class Core Design Strategies Activity: Design scavenger hunt Team Meeting Class meets 1:15PM Week 3 9/3 Before class -- Activity: Mock Shop Intro & Teamwork In class Intro to Mock Shop Teamwork: Brand Concept 9/5 Before class View videos: Product Coordination Activity: Teamwork In class Product Coordination Team Meeting Week 4 9/10 Before class -- Online quiz & notes due (in class) In class Intro to Why We Buy Book Club Activity: Coordinate a collection Review InDesign Preflight & Packaging Teamwork: Brand Concept 9/12 Before class -- Activity: Illustrator tutorial In class Intro to Assortment Planning, Part I Review of Product Coordination Principles Modifying flats from WGSN (Illustrator) Week 5 9/17 Before class Read: Why We Buy, Section I & II (Chapters 1-7) Book Club notes due (online) No class The Why-We-Buy Book Club Activity: Field Evaluation (due to meeting CANVAS by 2:20PM) 9/19 Before class -- Activity: Teamwork No class Teamwork: Finalize Brand Concept (outcomes of teamwork emailed to meeting professor by 2:20PM) 9/20 Brand Concept due (upload packaged & compressed InDesign folder to CANVAS, 10PM; printed boards [on glossy paper or cardstock] due next class)
Week 6 9/24 Before class -- Activity: Teamwork In class Preparing Product Information Printed inspiration & trend boards due in Teamwork: Assortment Planning, Part I class 9/26 Before class -- Activity: Teamwork In class Teamwork: Assortment Planning, Part I
Week 7 10/1 Before class Read: Why We Buy, Section III (Chapters 8-11) Book Club Notes due (in class) In class The Why-We-Buy Book Club Activity: Field Evaluation Class begins at 1:15PM 10/3 Before class -- Activity: Teamwork In class Teamwork: Finalize Assortment Planning, Part I 10/4 Assortment Planning, Part I due (upload Illustrator file to CANVAS) Week 8 10/8 Before class View videos: Floor Layouts and Fixtures Online quiz & notes due (in class) In class Mock Shop: Floor Layout Activity: Floor Layouts 10/10 Before class View videos: Product Placement by Fixture Online quiz & notes due (in class) In class Mock Shop: Product Placement Activity: Designing a Visual Hook Introduction to Field Project Week 9 10/15 Before class View videos: Aisle-to-Wall Online quiz & notes due (in class) In class Aisle-to-wall presentation Activity: Aisle-to-wall set up 10/17 Before class -- Activity: Visual Range Practice In class Mock Shop: Visual Range Teamwork: Assortment revisions Week 10 10/22 Before class -- Activity: Teamwork In class Teamwork: Finalize Assortment Planning, Part II 10/23 Assortment Planning, Part II due (all items in Visual Range by 10PM) 10/24 Before class View videos: Windows & Mannequins Online quiz & notes due (in class) In class Windows evaluation sharing Activity: Window Evaluation Class begins at 1:15PM Week 11 10/29 Before class -- Field Project Contracts Due (submit In class Intro to Store Assembly signed document in class) Teamwork: Store Assembly Planning Activity: Teamwork 10/31 Before class View videos: Signs Field Project Contracts Due from NYC In class Sign Design (InDesign) travelers (submit signed document in class) 2:30- NYC Make-up Class (for NYC travelers only) Online quiz & notes due (in class) 4:20PM Activity: Sign Design
Week 12 11/5 Before class -- Activity: Teamwork In class Teamwork: Store Assembly Planning 11/7 Before class View videos: Lighting Online quiz & notes due (in class) In class Mock Shop: Lighting Activity: Lighting Schemes & Sign Mock Shop: Sign Placement Placement Week 13 11/12 Before class Read Why We Buy, Section IV (Chapters 12-16) Book Club Notes due In class The Why-We-Buy Book Club Field Evaluation Class begins at 1:15PM 11/14 Before class -- Activity: Teamwork In class Teamwork: Finalize Store Assembly 11/15 Store Assembly due (submit store files to online on CANVAS by 10PM) Week 14 11/19 Before class View videos: Visual Directive Online quiz & notes due (in class) In class Intro to Visual Directive (InDesign) Activity: Preparing Store Images Mock Shop Tutorial: Exporting Portfolio Images Teamwork: Visual Directive 11/21 Before class -- Activity: Photoshop Window In class Creating Window Presentation Directives Presentation (Photoshop) Week 15 11/26 Before class -- Activity: Teamwork In class Student Survey of Instruction Teamwork: Visual Directive 11/28 HAPPY THANKSGIVING! NO CLASS Week 16 12/3 Before class -- Activity: Panel Q&A In class Course Finale: Careers in Visual Merchandising Teamwork 12/5 Before class -- Activity: Teamwork In class Teamwork: Finalize Visual Directive Field Project Report Due (submit Word.doc to online on Canvas before class) Finals week 12/10 Visual Directive due (upload packaged and compressed Visual Directive folder to designated CANVAS by 10PM)
Syllabus for DHM Student Professional Development The department of Design, Housing and Merchandising is committed to providing the highest levels of education in the fields of Interior Design, Apparel Design and Production and Merchandising. Significant learning takes place outside of the classroom when you interact with quality speakers who come to campus. We term these interactions “student professional development” (PD). If you are enrolled in a DHM prefix course 2% of your course grade will be earned by participating in at least 2 student professional development activities. You will send in your submission via a Google form and will receive a reply from [email protected] once your submission has been recorded.
Each PD activity summary you write will count in ALL of your current DHM courses. This means if you attend a presentation, your professors in each DHM course will be notified that you are meeting course requirements. There will be no PD events eligible for submission after November 22, 2019. If participating in a faculty guided entry for a competition such as YMA or Design Charrettes, these can be used to earn credits for two professional development events; however, confirmation from the faculty member will be required. You must still submit a summary of the conference attended or presentation given in order to receive credit.
Notice of opportunities on campus to attend a professional development speaker is provided on the DHM Professional Development calendar shown on the DHM Homepage in the Undergraduate drop down menu. Only events listed on this calendar are suitable for you to attend for this requirement. If you know of an event not listed that you feel might meet the expectations of professional development you must first email Ashley Williams ([email protected]) to ask if the event would be acceptable. You cannot attend and make the assumption the event will be accepted! Check the website regularly, new events come to campus throughout the semester and are added to the PD calendar.
You are responsible for submitting your summary within ONE calendar week of the event (7 days). A summary received more than one week after the event is not accepted for meeting requirements and will not be counted toward your submissions. You’re welcome to email the [email protected] email account and ask how many credits you have earned.
PROFESSIONAL DEVELOPMENT SUBMISSION GUIDELINES
Submissions are only accepted through this Google Form - https://forms.gle/cMjJxY9xsQYsBLAe6 o This link can also be found on the PD calendar page Title of Event: Put EXACT name of event as shown on the professional development calendar only. Example- “Developing a Good LinkedIn Profile” (because some are very similar to one another). Date of Event: Date that you attend the PD event Submit separate summaries for each event attended. Body of the summary: Two points (short paragraphs) you learned from attending the event. Elaborate on the points, show that you learned something. Think “more is better”. Bottom of the summary: Include all DHM courses you are enrolled in for your current semester, exact and accurate course numbers (not the name) and CWID. At the end SIGN YOUR NAME. If an email is sent back to you regarding a submission, respond within that email. Only send submissions once. Write your summaries professionally.
Example of Event Summary Submission:
Dear, hello, good morning, good afternoon, etc.,
I attended (event name on PD website) on (date). Points you learned. For example: 1. I learned that it is crucial to have a professional and not casual photo on LinkedIn. 2. I must keep my LinkedIn profile current and be sure to add my internship or other work experience. I found this presentation very informative and will be setting up my LinkedIn account.
Close with a Thank you, thanks, sincerely, etc.,
Name CWID DHM Courses
PLEASE SEE PROFESSIONAL DEVELOPMENT SUBMISSION EXAMPLE ON THE NEXT PAGE Syllabus for DHM Student Professional Development
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According to the Americans with Disabilities Act, each student with a Concurrent Student Services and Advising disability is responsible for notifying the University of his/her disability University College/040 Student Union/405-744-1389 and requesting accommodations. If you think you have a qualified http://universitycollege.okstate.edu/concurrent/index.html disability and need special accommodations, you should notify the Find out about academic services for concurrent students or to schedule instructor and request verification of eligibility for accommodations your next advising appointment. from Student Disability Services. Please advise the instructor of your disability as soon as possible, and contact Student Disability Services, Foreign Language Placement Test to ensure timely implementation of appropriate accommodations. 206 Gunderson Hall/405-744-9547 Faculty have an obligation to respond when they receive official notice http://languages.okstate.edu/ of a disability but are under no obligation to provide retroactive Students with prior foreign language experience in French, German, or accommodations. To receive services, you must submit appropriate Spanish who take the placement exam and then score a ‘B’ or higher in documentation and complete an intake process to verify the existence a more advanced class, will get up to 6 credit hours for the classes of a qualified disability and identify reasonable accommodations. below it. Schedule your free test by emailing Nick Howland at [email protected]. 2
Multicultural Affairs University Counseling Services 240 Student Union/405-744-5481 320 Student Union/405-744-5458 http://oma.okstate.edu/ https://ucs.okstate.edu/ Academic, career, and personal success programs are available. Student Services include personal counseling, the Alcohol & Substance Abuse organizations representing diverse communities and annual events are Center, and stress management through the Reboot Center. offered. University Health Services Pre-Professional Student Services 1202 W. Farm Road/405-744-7665 University College/040 Student Union/405-744-1389 http://uhs.okstate.edu/ https://universitycollege.okstate.edu/preprofessional/ An allergy clinic, lab services, x-ray, travel clinic, women’s clinic and Pre-professional services for students from any major on campus, pharmacy are among the services offered at this campus outpatient including coordination of contacts with health care professional schools medical clinic. and student interview processes. Wellness Department Registrar 405-744-5510 322 Student Union/405-744-6876 http://wellness.okstate.edu/ http://registrar.okstate.edu/ Intramurals, group fitness and sports clubs are among the many The Office of the Registrar provides services related to the creation and programs and services available through the Wellness Department. maintenance of student academic records. We are here to assist students with enrollment, official transcript requests, degree and enrollment CAMPUS LIFE RELATED SERVICES verification, updating personal information in the Student Information System, graduation, and other services. Fraternity & Sorority Affairs 211J Student Union/405-744-5490 Scholarships & Financial Aid https://lcl.okstate.edu/gogreek/ 119 Student Union/405-744-6604 For questions and comments about fraternity and sorority http://financialaid.okstate.edu organizations, contact Fraternity and Sorority Affairs. Over 80 percent of Oklahoma State University students received scholarships, grants, work, and low-interest loans totaling over $320 Housing & Residential Life million last year. Contact the Office of Scholarships & Financial Aid to 100 Iba Hall/405-744-5592 apply for financial aid or to meet with a financial aid counselor. http://reslife.okstate.edu For questions and comments about housing and residential life, contact Transfer Students Services the Housing administration office. University College/104 North Classroom Building/405-744-1390 http://universitycollege.okstate.edu/transfer/index.html Leadership and Campus Life This office provides undergraduate transfer students with a seamless 211 Student Union/405-744-5488 transition to OSU by collaborating with various departments on http://lcl.okstate.edu campus, including the Office of Undergraduate Admissions, the Get involved through student organizations; the Center for Ethical LASSO Center, the Office of the Registrar, and Financial Aid. Leadership; International Students & Scholars; Non-traditional Student Services; and Parent & Family Relations. University Assessment and Testing 107 University Assessment and Testing Building/405-744-5958 Service-Learning Volunteer Center http://uat.okstate.edu/ 211G Student Union/405-744-5145 Campus and national tests as well as testing accommodations are https://lcl.okstate.edu/volunteer/ provided. Find volunteer opportunities and earn the recognition C.O.R.D. to wear at graduation. Veteran Benefit Services 322 Student Union/405-744-6343 University Dining Services http://registrar.okstate.edu/Veteran-Benefit-Services 076 Student Union/405-744-4424 This office provides information and assistance in completing the http://dining.okstate.edu/ appropriate forms to apply for educational benefits through the U.S. For questions and comments about meal plans or university dining Department of Veterans Affairs and through the State of Oklahoma. operations, contact University Dining Services.
Veteran Student Academic Services ACADEMIC SUPPORT RESOURCES AND TUTORING University College/104 North Classroom Building/405-744-1390 http://universitycollege.okstate.edu/veteran/index.html Learning and Student Success Opportunity (LASSO) Tutoring This office works with veteran and military-affiliated students to aid in Center their transition from military service to successful careers by ensuring 021 Classroom Building/405-744-3309 they succeed academically through coordination of support services https://universitycollege.okstate.edu/lasso/ from both on- and off-campus entities. LASSO offers free individual and group tutoring for a variety of courses. HEALTH RELATED SERVICES Academic Development Center Counseling Psychology Clinic Kerr-Drummond Mezzanine/405-744-5905 107 Public Information Office/405-744-6980 https://reslife.okstate.edu/current-residents/academics https://education.okstate.edu/ccp_clinic/index.html Tutoring and supplemental instruction are available on select weekday, Faculty and graduate students offer high quality and cost efficient weekend, and evening hours. psychological and mental health services to students Monday through Friday.
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graduate students. Education, Health & Aviation 106 Willard Hall/405-744-6350 History Contact: Dr. Amy Gazaway 101 S Murray Hall/405-744-5680 http://education.okstate.edu/watson http://history.okstate.edu/contact Academic support, advisement and career counseling is available to all Tutoring is given for Survey of History and upper division courses. education majors. Mathematics Learning Success Center Engineering, Architecture & Technology 5th Floor Edmon Low Library/405-744-5818 111 Engineering North/405-744-5276 https://mlscokstate.com/ Contact: Mr. Lance Millis The MLSC provides drop-in tutoring for all students enrolled in 1000 https://studentservices.okstate.edu/advising and 2000 level mathematics classes. Academic advising and career services are available for all CEAT students. Tutoring is offered for general math, science, and engineering Writing Center courses. 440 Student Union/405-744-6671 http://osuwritingcenter.okstate.edu Human Sciences The Writing Center helps writers throughout the composing process; 101 Human Sciences/405-744-2772 plan to visit early and often throughout the semester, not just the day Contact: Ms. Kristi Seuhs before an assignment is due. Tutors work with students to improve https://humansciences.okstate.edu/academics/center-student- brainstorming, organizational, and composing techniques. Multiple success.html locations are available on campus, as well as online tutoring. Academic support and career guidance resources are available for Human Sciences students. FOR MORE INFORMATION
Spears School of Business go.okstate.edu/apps 155 Business Building/405-744-2772 The OState app is your link to campus departments, OSU news, and Contact: Ms. Marissa McIntyre maps. The Orange Shield app is the official safety app of OSU. https://business.okstate.edu/student-services/ Academic advisement is provided for freshmen through seniors in all my.okstate.edu business major areas. This portal connects students to a wide range of campus services including links to student email, the library, and the Online Classroom University College Advising and Community (D2L). 214 Student Union/405-744-5333 Contact: Ms. Missy Wikle For other comments and inquiries, please contact https://universitycollege.okstate.edu/uca/ [email protected]. University College Advising has academic advisors to help with your academic needs, whether planning your semester schedule, teaching your First-Year Seminar class, looking at degree options, or helping to bridge the gap between student life and academic success. Call or visit the office anytime Monday through Friday, between 8:00 a.m. and 5:00 p.m.
DISCIPLINE SPECIFIC TUTORING
Accounting 416 Business Building/405-744-2863 https://spears.okstate.edu/accounting/ace/ Support is provided to all students enrolled in classes offered by the OSU School of Accounting.
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4
DHM 3853: Virtual Retail Project
Purpose: The purpose of this project is to apply learning about visual merchandising by comprehensively creating a complete retail platform from brand concept to product development to retail store design with an emphasis on visual impact. You will also further develop your technological skills by utilizing Photoshop, Illustrator, InDesign and Mock Shop Virtual Retail Store software programs.
This semester’s merchandise focus: Menswear. Teams will be assigned an image portraying a particular style and will use this image to interpret the development of a brand concept for their project for lines that will launch in 2020.
Worth: 46% of total course grade (460 points)
This project has four components:
a. Brand Concept (100 points) b. Assortment Planning , 1-2 (120 points) c. Store Assembly (120 points) d. Visual Directive (120 points)
High points: ü Each assignment has a designated facilitator, according to the managerial role each student plays in the project ü Each assignment builds on the next; therefore, revisions are required on each project before moving on to the next, whether formal resubmission occurs or not.
Teams are assembled by the professor. Members decide democratically who serves in the following roles. Position descriptions have been designed to mimic real industry positions. The following is a brief explanation of responsibilities pertaining to the above assignments:
1. Strategic Brand Manager: Is responsible for facilitating the development of the brand vision for a virtual store concept you will develop this semester. This manager is also instrumental during the Visual Directive assignment. This manager will facilitate the development of the team’s Brand Profile assignment. This manager is critical throughout the project, ensuring the team remains focused on maintaining a good fit between decision-making and the brand’s articulated identity. 2. *Director of Product Development: Is responsible for facilitating the development of the product assortment. This manager will facilitate the development of the team’s Assortment Planning (1-2 assignments). This manager is also instrumental throughout the project, ensuring the team considers the impact of their merchandising decisions on potential for multi-item sales. This role is ideal for an apparel design/production student. 3. Presentation Specialist: Is responsible for facilitating the team’s fixture selection as well as interior décor/materials choices for the virtual store. This manager will facilitate the team’s Store Assembly and Visual Directive assignments. This manager will work closely with the Director of Product Development to place the product assortment in the store space. *If team is increased to 4, this role may be shared by two team members.
Facilitation
The above managers are expected to facilitate a variety of team tasks during the semester as well as partner with various other managers to make final decisions.
What is a facilitator? One who . . . • … knows the project assignment directions and rubric grading criteria by heart, keeping the team focused on: o solutions o do-able actions o the assignment criteria • … makes sure all team members are contributing to the project in a meaningful way. • … engages with others, encouraging them to share their ideas openly. • … provides constructive criticism and comments about the ideas shared, and helps the team select ideas based on previous decision-making. • … is reflective about how others may perceive them and is willing to adjust their behavior to increase productivity and creativity among the team members.
What is a facilitator NOT? • One who completes the assignment • One who delegates all tasks to others
Assessment: Students will be evaluated on their capacity for teamwork. A key mechanism for this assessment will be feedback from other team members, collected after each assignment submission.
©Joyner Armstrong, C.M., Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Brand Concept
Purpose: The purpose of this assignment is to create a brand concept for a wholesale clothing label that offers urban streetwear for young men. This concept will later guide the development of a clothing collection for a virtual retail space.
Industry technology: Photoshop, Illustrator & InDesign
Worth: 10% of your course grade (100 points)
Course Learning Outcomes: 1. To forecast and anticipate specific future challenges impacting the retail industry. 2. To develop retailing strategies responsive to challenges facing the retail industry. 3. To demonstrate effective use of technology in a merchandising context. 4. To demonstrate aptitude for leadership in the visual merchandising field.
Application of relevant course modules: based on assigned readings about menswear and trend research.
How to: 1. You will be assigned an image of a young, urban male, conveying a personal style that will help your team springboard the imagination and research process to further flesh out a customer profile for your new brand. 2. MARKET & CONSUMER RESEARCH: Your team must conduct research (e.g., The Sourcing Journal, WWD, etc.) to flesh out your Brand Concept. This should include market research pertaining to men’s urban street wear clothing brands for the given age group, including the identification of at least 3 competitors as well as at least 3 articles regarding the millennial male’s consumer behavior, in addition to the use of class-assigned articles/sources (at least one). 3. PREPARE A BRAND CONCEPT DOSSIER. The dossier must be created in InDesign and use the following formatting: Single-page continuous (no facing pages), 11”W X 8.5”H, including appropriate margins guides and horizontal guides and/or grid, and utilizing at least one master page, formatted with page numbers and branded design details. Paragraph Styles (paragraph & object) should be utilized (at least one of each). Proper formatting/placement of images/type placeholders (e.g., the use of Paragraph Panel, Text Frame Options, & margins/guides to place objects) should be employed. As a reminder, all content to be input into InDesign file must be saved adjacent to .indd file. This document must communicate all of the following in professional speak appropriate for an investor: A. Brand Logo: Design a logo in Illustrator that includes a unique symbol + incorporates the name of your brand with a unique typeface. This logo design should align with the principles of iconography your learned in DHM 2423. B. Brand Name. Choose an authentic brand name of no more than 2 words, and explain the origin of the brand name in your dossier. Make sure you Google your chosen name to see what pops up to avoid misunderstanding with customers. PLEASE THINK ABSTRACTLY, RATHER THAN LITERALLY. Avoid filler words (e.g., “a,” “the,” “of”) Some ideas . . . Think of words that describe what your line is about, then use Thesaurus.com to make it more abstract. Identify a region or country of inspiration & base your brand name from that place. Think of words that describe what your line is about, then find a translation in a foreign language that has a ring to it. Avoid your professor’s pet peeve words like: Style, stylish, class, classy, classic, sophisticated, jazzy, snazzy, uptown, downtown. C. Consumer Profile. A description of your target customer, including fashion preferences, buying behavior, and some psychographic details (e.g., clothing expectations, fashion cycle emphasis, leisure activities, attitudes and values). Sources must be cited in text per APA in this description and referenced in APA at the bottom of this page. D. The Big Idea. A description of your brand’s position in relation to other competing brands. Who is your competition, and how is your brand different? You must identify at least 3 competitors). Describe how your brand is distinct? What is the brand’s competitive edge? Include in this description the product category/focus (e.g., sportswear, athletic, casual, etc.) and your general pricing strategy (e.g., budget, bridge, moderate, luxury, etc.). This must be responsive to your Consumer Profile. E. Influencer or collaborator. Today’s street wear market is heavily driven by influencers and unusual collaborations. You should either choose an influencer who will drive your brand and provide an image and brief bio in this dossier, or you may consider a “high-low” or other unique collaboration that your brand will pursue, including an image and brief description of the chosen brand collaborator. F. Image of your selected customer image. You may consider adding this in close proximity your inspiration board. These are available on Canvas. G. A Brand Inspiration Board (1). This board must be created in Photoshop on a board that is 11”W X 17” H or 17” W X 11”H and portrays the brand’s personality. An inspiration board should not literally illustrate what one might expect to find in a retail store for this customer but provides a sense of mood, feel, attitude, general aesthetics, etc. of your brand. Practice restraint in regard to the inclusion of images of clothing or accessories on your board. H. Trend Research. Each team member will conduct trend research (e.g., WGSN, WWD, Business of Fashion, etc.) for a specific season (e.g., fall, spring, summer, etc.) occurring in the year 2019. Trends should be gathered responsive to the Consumer Profile and Big Idea. a) Trend Boards (3+). Each team member will develop a trend presentation created in Photoshop on a board that is 11”W X 17” H or 17” W X 11”H and portrays a cohesive set of trends that will be used to inspire a collection in 2020. Each board should be labeled with the season, year, and title of the trend story. b) Trend Description. In the dossier, a description of the trends featured in each board should be added to accompany each board. The sources of your trend research should be indicated on this page; APA format is not necessary. 4. PREPARE THE DOSSIER. The layout and organization of your InDesign document is up to you but consider carefully the ease of navigation and understanding of these materials. Also, be creative in this layout, adding design details that help portray your brand’s identity clearly in the document. Prepare this work for submission: A. Ensure all items described above are included. B. Add logo to your dossier as an Illustrator file. DO NOT export as a .jpg or .png. C. Add your inspiration board and trends boards to your dossier as .psd files. Add accompanying descriptions as you see fit. DO NOT flatten .psd files (layers must remain intact for evaluation). D. Preflight and package your InDesign document, then compress the folder. E. Print the inspiration and trend boards on glossy white paper or cardstock. ©Joyner Armstrong, C.M., Oklahoma State University, 2019
Dosser Checklist: A. Logo (logo added as .ai file) B. Name & explanation of name C. Customer Profile (with citations & references in APA) D. Big Idea E. Image of your selected customer image F. Inspiration Board (added as. psd file) G. Trend boards (added as .pdf files) with description (with citations & references in APA)
How to submit your project: • Submit your packaged and compressed InDesign folder to the designated Canvas dropbox. • Printed boards must be submitted in the next class after the deadline. This can be accomplished at HS Duplicating or another local printer (e.g., FedEx). It is recommended to .pdf (see in-class test samples to determine best version) your Photoshop file (at high resolution) and take the files on a flash drive to the printer.
Please consult the assignment rubric for specific evaluation criteria.
The best laid plan: The Strategic Brand Manager should facilitate this assignment. Meaning, this manager should work to ensure all team members contribute to the assignment in a meaningful way. This manager should be intimately acquainted with both the assignment directions and evaluation criteria, holding the members of their team accountable. The team should discuss and made decisions together about all items contained in the above list. When the team feels they have reached a firm consensus on the brand’s identity and position, you may consider having different managers work on different aspects of the dossier. It is recommended that the Strategic Brand Manager coordinate the production of the dossier document, however, all team members must provide oversight to that manager to ensure the profile is complete and executed professionally. VISUAL MERCHANDISING DHM 3853
BRAND CONCEPT = 100 points* (10% of course grade) Scope of work = 10% (10 points) Basic assignment directions have been followed conscientiously: A = 10 Exceptional • Work has been completed for usefulness in the overall semester project Creative or intellectual risks have been taken. Student is capable of • Brand Concept dossier includes all of the following: applying competence to new and different situations • A branded aesthetic • Logo design, developed in Illustrator B = 8.5 Proficient • Brand name & explanation of origin Competence demonstrated; poised for mastery • Consumer Profile explanation with at least 3 reference in APA • The Big Idea explanation, including product category & pricing strategy C = 7.5 Developing • Inspiration board, developed in Photoshop Minimal expectations met • 3 or more trend boards, developed in Photoshop; one for each season + description for each with sources cited D = 6.5 Needs significant improvement • Project is submitted as directed (preflighted, packaged, & compressed) • Project has been completed collaboratively F = 0 Lack of learning application *Grade may be reduced further when assignment directions are ignored. Application of Learning = 90% (90 points) Conceptualization (30%) = 27 points A = 27 (+), 25.75 B+ = B = 23 C+= C = 20.25 D = 17.5 23.75 21 –F = 0 Consumer profile thoroughly describes In most cases…. On an inconsistent basis… target consumer Descriptive consumer profile Unique Big Idea The Big Idea provides that target Unique Big Idea Authentic brand name consumer a unique offering that is Authentic brand name Some evidence of critical and distinct in its market position Research has been utilized to creative thinking Brand name is authentic (only 1 or 2 stimulate critical and creative words) and responsive to brand thinking concept Research has been utilized to stimulate critical and creative thinking
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
Visual Communication (30%) = 27 points A = 27 (+), 25.75 B+ = B = 23 C+= C = 20.25 D = 17.5 23.75 21 –F = 0 Dossier includes design elements In most cases…. On an inconsistent basis… reinforce brand identity Dossier reinforces brand identity Dossier reinforces brand identity Logo provides an authentic and Logo provides an authentic and Logo provides an authentic and memorable symbol for the brand memorable symbol memorable symbol Typeface choices are congruent with Typeface choices are congruent Typeface choices are congruent brand identity with brand identity with brand identity Inspiration presentation exceptionally Inspiration presentation portrays Inspiration presentation portrays portrays the attitude and vibe of the attitude and vibe of brand the attitude and vibe of brand brand and brand position Trend presentation communicates a Trend presentation communicates Trend presentations clearly trend story a trend story communicates a trend story High-quality images/adjustments High-quality images/adjustments Only high-quality images, including Employment of design theory Employment of design theory adjustments, are utilized Exceptional employment of design theory to place image & type Market & Consumer Research/Writing (20%) = 18 points A= 18 (+), 17 B+= B= 15.25 C+= C = 13.5 D= 11.75 15.75 14 – F= 0 Current, industry trade publications are In most cases…. On an inconsistent basis… used to support the description of Quality research support for Quality research support for the consumer profile consumer profile and trend consumer profile and trend Trend research via industry-relevant presentations presentations sources has supported the Use of APA Use of APA development of trend stories for High quality writing High quality writing each season Sources are cited in text and referenced in APA “Voice” of dossier is consistent Writing is organized, clear, & persuasive Writing is free of grammatical & spelling errors
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
Technology (20%) = 18 points A= 18 (+), 17 B+= B= 15.25 C+= C = 13.5 D= 11.75 15.75 14 – F= 0 Work demonstrates knowledge and In most cases…. On an inconsistent basis… capacity for a range of Adobe CS Effective use of Adobe CS programs Effective use of Adobe CS tools and techniques (.psd, .ai, .indd) Experimentation with programs programs Experimentation has occurred Experimentation with programs
©Joyner Armstrong, C.M., Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Assortment Planning_1
Purpose: The purpose of this assignment is to create clothing collections for several seasons that will populate a virtual retail store in Mock Shop. These seasonal collections should be responsive to the Brand Concept.
Industry technology: Illustrator
Worth: Part 1: 8% of your course grade (80 points); Part 2: 4% of your course grade (40 points)
Course Learning Outcomes: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments. 2. To demonstrate effective use of technology in a merchandising context. 3. To develop retailing strategies responsive to challenges facing the retail industry. 4. To demonstrate aptitude for leadership in the visual merchandising field.
Application of relevant course modules: Core Design Strategies, Product Coordination.
How To: 1. Brainstorm regarding the desired merchandise for which you will populate your retail store. You will be creating 3-4 collections for 3-4 seasons (depending on the number of members in your team). Each team member will create a collection for a season responsive to their previously developed trend story. 2. Each team member will create a collection of at least 25 garments (clothing only; no accessories; any color/pattern/graphic duplicates of items not included in 25): A. Illustrative garment flats from WGSN must be utilized to create the assortment in full color and print. i. Utilize your WGSN Workspace to create a folder(s) for this project, so you may search and deposit files to be stored there. Spend some time perusing the library: Design Resources>CADS/Flats. This takes you to the Image and Design Library. Search by Market (men), then by product classification(s) that interest you. All flats can be modified (from .eps or.ai formats) to include aspects that align with your customer target. ii. These Illustrator files can be downloaded to your flash drive and altered. You should avoid utilizing flats that are fully colored, as these are problematic to change. NOTE: Do not download flats from WGSN on a computer that does not have Illustrator. Also, should you find flats in a format other than .eps or .ai, these are not usable. iii. To begin, go to Illustrator>New> and create a new document that contains at least 25 artboards (you can always add more later) that are 4”W X 6”H. You should copy and paste flats (do not File>Place these) from the original file into the Illustrator file you created. ©Joyner Armstrong, C.M., Oklahoma State University, 2019
iv. Also, ensure you are operating in RGB mode in Illustrator, which you can check in the flyout menu of the Color Panel. It is typically in CMYK by default. v. Scale each illustrative flat to the size of the artboard and ensure proportions are similar from flat to flat. Also, position the flat at the very top of the artboard. B. Each collection must include the following attributes: i. Designed for a specific season. ii. Selected to drive multi-item sales. Coordinate a mix of tops, bottoms, etc. that prompt a customer to feel compelled to purchase more than one item. NOTE: A good assortment typically includes more tops than bottoms, as more sales volume is yielded from the former. iii. Organized by the principles of Product Coordination (end use, fabrication, style, color, trend, etc.), including the grounding of each collection in a color harmony or some other color coordination technique, consistent with course learning from Core Design Strategies. iv. Include patterns. Each collection must include at least two pivot pieces that complement the color strategy. v. Include key item(s). Each collection must include at least one key item. This is a garment that is particularly on-trend within the collection and will be featured via some type of signage in the store (with or without special pricing). Think: “instagrammable.” You will later develop signage for this item(s). vi. Include promotional item(s). Each collection must include at least one promotional item. This is a type of garment offered in multiple colors/patterns at a compelling price. This item is an important volume driver (e.g., ideal for add-on sales). You will later develop signage for this item(s). 3. After your collection is complete, you will develop product information for each garment, in preparation for upload to Mock Shop: A. All product information for each garment should be listed on one 8.5” W X 11”H artboard. List each description in the order in which artboards are positioned, left to right. DO NOT place product descriptions on artboards with the garment. B. A concise item description of what the item is, using correct industry terminology (e.g. Capri pant, crop top, sheath dress, trouser, etc.). This description should begin with a two- letter code indication your season (SP-spring, FA-fall, WI-winter, SU-summer, etc.). This will help sort your items in Mock Shop and make them easy to find. i. DO NOT put your name or the brand’s name in this description. ii. DO NOT give products generic names (e.g. “Shirt #2”) in this description. iii. DO NOT include the color in this description. C. The fiber/fabric information (utilizing correct textile terminology). Think: clothing label %’s. D. Choose a pricing scheme that makes sense with your brand position (i.e. end prices consistently: 19.95, 19.99 or 19.00). Visit your competitors and observe the various price points they use by merchandise category as a guide. E. Label your key item(s) and promotional item(s) prominently. F. Note the season and year on your artboard.
How to submit: • Each team member should submit their own Illustrator file to the designated CANVAS dropbox by the deadline. Please save the file with the season noted in the file name.
Please consult the assignment rubric for specific evaluation criteria.
©Joyner Armstrong, C.M., Oklahoma State University, 2019
The best laid plan: The Director of Product Development should facilitate this assignment. If this position is shared by two people, one will facilitate part one and the other, part two. Meaning, this manager should work to insure all team members contribute to the assignment in a meaningful way. This manager should be intimately acquainted with both the assignment directions and evaluation criteria, holding the members of their team accountable. After the team has discussed and made decisions together about the collections, each team member will design a complete collection for a season. The Strategic Brand Manager should keep the team focused on developing collections that are congruent with the brand’s identity described in the Brand Concept. All team members should review each season’s collections prior to submission to ensure they all make sense as garments that will hang in the same man’s closet.
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
ASSORTMENT PLANNING, PART I = 80 points (8% of course grade) Scope of work = 10% (8) Basic assignment directions have been followed conscientiously: A = 8 Exceptional • Work has been completed for usefulness in the overall semester Creative or intellectual risks have been taken. Student is capable of project applying competence to new and different situations • 20-25 coordinating garments are included, not counting duplicates associated with promotional item(s)/color duplicates; B = 6.75 Proficient each garment on 4”X6” artboards Competence demonstrated; poised for mastery • Illustrator file is uploaded, included all required product C = 6 Developing information (season, year, garment info) listed on a single Minimal expectations met artboard • Key and Promotional Item(s) designated D = 5.25 Needs significant improvement • Project has been completed collaboratively F = 0 Lack of learning application *Grade may be reduced further when assignment directions are ignored. Application of Learning = 90% (72 points) Brand Identity (30%) = 21.5 points A =21.5 (+), 20.5 B+ = B = 18.25 C+= C = 16 D = 14 19 16.75 –F = 0
Exceptional alignment of product In most cases… On an inconsistent basis… assortment & articulated brand Good alignment between product & Good alignment between concept brand product & brand Collection evidences distinction, Distinct among competitors Distinct among competitors considering brand position
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
Product Coordination (50%) = 36 points A =36 (+), 34.25 B+ = B = 30.5 C+= C = 27 D = 31.5 28 23.5 –F = 0 Exceptional application of coordination In most cases… On an inconsistent basis… principles (end use, fabrication, style, Application of coordination principles Application of coordination color, trend) to assemble collection & Employment of color theory principles assortment Use of pivot pieces Employment of color theory Exceptional employment of color theory Key item(s) drives sales Use of pivot pieces in development of color strategy Promotional item(s) drives sales Key item(s) drives sales Pivot pieces (at least two) are used to tie Collection is poised for multi-item sales Promotional item(s) drives collection together collection and sales drive sales Collection is poised for multi- Key item(s) are designated to promote item sales the sale of an important trend Promotional item(s) is offered in multiple colors, responsive to color strategy, & designated to drive sales Exceptional potential for multi-item sales Detail & Presentation (20%) = 14.5 points A= 14.5 (+), 13.75 B+= B = 12.25 C+=11 C =10.75 D= 9.5 12.75 .25 – F= 0 8-digit items numbers are designated In most cases… On an inconsistent basis… and are consistent Illustrator document is organized and Illustrator document is Illustrator document is organized & clear organized and clear easily understood; key with product Quality writing Quality writing information effectively guides perusal Artboards are labeled in Artboard Panel Any writing is free of grammatical or spelling errors
©Joyner Armstrong, C.M., Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Assortment Planning_2
Purpose: The purpose of this assignment is to revise each season’s collection based on your instructor’s feedback. Then, you will select accessories to complement each season’s collection and add all merchandise to Visual Range in Mock Shop.
Industry technology: Mock Shop Virtual Retail Store software
Worth: Part II: 4% of your course grade (40 points)
Course Learning Outcomes: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments. 2. To demonstrate effective use of technology in a merchandising context. 3. To develop retailing strategies responsive to challenges facing the retail industry. 4. To demonstrate aptitude for leadership in the visual merchandising field.
Application of relevant course modules: Core Design Strategies, Product Coordination.
How to: 1. Each team member should make any necessary revisions to their season’s collection, responsive to instructor feedback on Part I. 2. Next, each team member should export their illustrative flats to .png format at a resolution of 200 dpi and transparent background, upload to Visual Range, and mask each item (where needed). In Illustrator, go to File>Export as>choose .png and indicate the range of art boards that include your garment flats. A. Add your options to Visual Range. Ensure that each garment has been scaled to the size of the artboard. When adding each option to Visual Range, input the following information that you developed in Part 1 of this assignment: i. Item description ii. 8-digit item number (not style number) iii. Fiber/fabric information (you can write this, where needed) iv. Price B. NOTE: Dimensions of garments and folded views will not be programmed at this time. 3. Each team member will select an assortment of accessories to complement the collection for their season. The number of accessories needed for each collection primarily depends on what is needed to boost sales of well-coordinated garments (e.g., 10-15 items). A. Gather product images (not flats) of coordinating accessories (e.g. shoes, handbags, scarves, hats, etc.) in .jpg format from the Internet to compliment your collection and drive multi-item sales. See tutorial instructions for tips for image gathering. B. Unlike garment flats, dimensions of accessories must be adjusted as they are input. C. Then, add these accessory options to Visual Range, include a brief item description and a dummy item number of #99999999 only.
4. Optional: You could create styled outfits for each season’s collection in preparation for in-store mannequin displays that can be placed within the virtual store. These can be created by putting illustrative tops and bottom flats together, exporting the artboard(s) to .png, and importing each into Visual Range with your other merchandise.
How to submit: • Each team member should upload all garment flats and accessory images (including product information as outlined above) to Visual Range by the designated deadline. • Each team member should submit their revised Illustrator file to Canvas by the designated deadline.
Please consult the assignment rubric for specific evaluation criteria.
The best laid plan: The Director of Product Development should facilitate this assignment. If this position is shared by two people, the facilitator who did not facilitate on Part 1 should take the lead on Part 2. Meaning, this manager should work to insure all team members contribute to the assignment in a meaningful way. This manager should be intimately acquainted with both the assignment directions and evaluation criteria, holding the members of their team accountable. After the team has discussed and made decisions together about the assortments, each team member will design a complete collection for a season. The Strategic Brand Manager should keep the team focused on developing collections that are congruent with the brand’s identity described in the Brand Profile. All team members should review each season’s collection prior to submission.
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
ASSORTMENT PLANNING = 40 points (4% of course grade) *Grade may be reduced further when assignment directions are ignored. Data Entry (80%) = 32 A= 32 (+), 30.5 B+= B = 27.25 C+=25 C =24 D= 28 20.75 – F= 0 .png images of each garment flat have been In most cases… On an inconsistent basis… exported from Illustrator and added to Images imported to Mock Shop Images imported to Mock Shop Mock Shop consistently & with complete consistently & with complete Item descriptions in Visual Range match descriptions descriptions those in Illustrator; all are complete & No masking errors No masking errors consistent Quality writing Quality writing Images of accessories have been added to Mock Shop with a description only No errors in product masking in Mock Shop Styled outfits are present in Visual Range (optional for in-store displays) Any writing is free of grammatical or spelling errors Product Coordination (20%) = 8 points A= 8 (+), 7.5 B+= 7 B = 6.75 C+=6.25 C =6 D= 5.25 – F= 0 Collection has been revised to ensure In most cases… On an inconsistent basis… effective coordination to drive sales Collection revised Collection revised Accessory inventory is substantive enough Substantive accessory Substantive accessory collection for good presentation (approx. 10-15 collection Employment of product items) Employment of product coordination principles Exceptional application of coordination coordination principles Poised for multi-item sales principles (end use, fabrication, style, Poised for multi-item sales color, trend) to match effectively coordinate accessories with collection Exceptional potential for multi-item sales
©Joyner Armstrong, C.M., Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Store Assembly
Purpose: The purpose of this assignment is to assemble your virtual retail shop concept, including all merchandise, fixtures, interior décor choices, signs/graphics, and lighting.
Industry technology: Mock Shop Virtual Retail Store software
Worth: 12% of your course grade (120 points)
Course Learning Outcomes: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments. 2. To develop retailing strategies responsive to challenges facing the retail industry. 3. To demonstrate effective use of technology in a merchandising context. 4. To demonstrate aptitude for leadership in the visual merchandising field.
Application of relevant course modules: Core Design Strategies, Floor Layout and Fixture Placement, Product Placement by Fixture and Wall Setups, Signs and Lighting.
NOTE: This is a reminder that the chief function of Mock Shop is the communication of visual merchandising standards in the selling space. It is not a store planning application. Therefore, a number of aspects of the built environment need not be designed in the space: Fitting rooms, emergency exits, stockroom, etc.
How to: 1. You are creating a mock up of a shop space that would be found in a department store, because your brand is considered a wholesaler. 2. INSPIRATIONAL RESEARCH. Before designing your store space, peruse the variety of visual merchandising resources available at WGSN for design inspiration. Go to Home>Reports>Retail>Visual Merchandising. Some resources such as trend reports and inspiration will be less useful while other resources like those found under Windows & In-store (Creative Schemes and Trends) can provide images of store looks that you may find desirable for your own brand. 3. With your team you will create a miniature Mock Shop store to serve as a template to merchandise each of your seasonal assortments. As a team, you will create a store file that: A. Is approximately 1000 square feet. To calculate square footage: Width X Depth of the virtual store grid space. B. A unique shape (not be a square box) that reduces blind spots that shoplifters may find attractive. C. Outfitted with coordinating flooring fixtures. Ensure these fixtures work together aesthetically. Utilize the Visual Fixture library to determine which fixtures will be best, considering your customer and what will facilitate ease of shopping. Should you need a custom-built fixture (e.g. a signature fixture), those requests must be made now. D. Includes the selection of interior choices such as: paint, flooring, ceiling, wallpaper, rugs, etc. You are encouraged to reference Mockshop’s library of materials and capitalize on what is there. E. Indicates the shop entrance. F. Optional: the placement of a cashwrap or equivalent (consider square footage carefully). 4. Once the above store file is in place, duplicate the file, creating a store file for each team member. Then, each team member will be able to merchandise the shop template with their seasonal assortment developed in the previous assignment. Generally, there should not be dramatic changes to the virtual store across seasons. Things to keep in mind: A. A strong floor layout that follows merchandising guidelines should be implemented, including key sightlines and obvious traffic patterns. B. It is reasonable to assume that fixtures may be moved slightly for each season’s collection. C. Most fixtures should be used by all team members, though one or two fixtures could be added or taken away by season. D. Optional: You may consider adding mannequins near your shop entrance, especially if you previously developed styled outfits and added them to Visual Range. 5. The team should create a logo sign in Illustrator or Photoshop that can be hung in the store. This sign should be exported as a .png file and added to the Visual Range library. 6. Each team member will merchandise their respective shop space in their own file and create the following additions: A. Key item sign(s) (created in Photoshop or InDesign) for the key item product(s) created in the collection (e.g., item/price signs). B. Promotional sign(s) (created in Photoshop or InDesign) to support your promotional item(s) within the collection (e.g., item/price signs). C. Lighting scheme responsive to floor layout. D. Relevant graphics.
How to submit: 1. Each team member should name their file with the season of focus. 2. Each team member submit their Mock Shop store file via the designated dropbox on CANVAS by the deadline.
Please consult the assignment rubric for specific evaluation criteria.
The best laid plan: The Presentation Specialist should facilitate this assignment. Meaning, this manager should work to insure all team members contribute to the assignment in a meaningful way. This manager should be intimately acquainted with both the assignment directions and evaluation criteria, holding the members of their team accountable. The team should discuss and make decisions together regarding all of the above. It is recommended that the facilitator lead the development of the shop template in Mock Shop. The Strategic Brand Manager could develop the logo sign for the store. The Director(s) of Product Development should assist the team with product placement suggestions during the shop template development, knowing the merchandise the store will carry each season. All team members must review each shop set-up before these are submitted to ensure congruence across the seasons.
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
STORE ASSEMBLY = 120 points (12% of course grade) Scope of work = 10% (12) Basic assignment directions have been followed conscientiously: A = 12 Exceptional • Work has been completed for usefulness in the overall semester project Creative or intellectual risks have been taken. Student is • Assembled store includes: capable of applying competence to new and different situations Full merchandise assortment B = 10.25 Proficient Interior décor’ choices made (flooring, ceiling, walls, etc.) Competence demonstrated; poised for mastery A variety of coordinating fixtures Logo sign placed; key item/promotional signs/graphics placed C = 9 Developing A lighting scheme Minimal expectations met Square footage does not exceed 1500 square feet Designated shop entrance D = 7.75 Needs significant improvement Cashwrap or alternative (optional) • Project is submitted as directed F = 0 Lack of learning application • Project has been completed collaboratively *Grade may be reduced further when assignment directions are ignored. Application of Learning = 90% (108 points) Store Merchandising (30%) = 32.5 points A = 32.5 (+), 30.75 B+ = B = 27.5 C+= C = 24.25 D = 21 28.5 25.25 –F = 0 Exceptional application of visual In most instances… On an inconsistent basis… merchandising guidelines and Application of visual Application of visual presentations standards for fixtures & merchandising guidelines merchandising guidelines walls Employment of design theory Employment of design Exceptional application of design theory Engaging aisle-to-wall theory throughout presentation; visual hook Engaging aisle-to-wall Visually engaging aisle-to-wall presentations, Effective sightlines presentation; visual hook including compelling visual hook Obvious traffic patterns Effective sightlines Sightlines are obvious, useful, & not obstructed Logical adjacencies Obvious traffic patterns Anticipated traffic pattern is obvious Balanced shop size to Logical adjacencies Logical adjacencies are present assortment ratio Balanced shop size to Shop size is proportional to assortment Circulation space is accessible assortment ratio Circulation space encourages accessibility No blind spots Circulation space is Blind spots are absent accessible No blind spots
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
Product Placement (30%) = 32.5 points A = 32.5 (+), 30.75 B+ = B = 27.5 C+= C = 24.25 D = 21 28.5 25.25 –F = 0 Exceptional application of product In most instances… On an inconsistent basis… coordination principles in the positioning Application of product Application of product of products in the shop coordination principles in coordination principles in Exceptional placement of product types placement placement (test/peak, key items, etc.) on appropriate Effective product placement by Effective product placement fixtures types fixture type by fixture type Exceptional potential for multi-item sales Potential for multi-item sales Potential for multi-item sales Signs/Graphics (25%) = 27 points A = 27(+), 25.75 B+= B = 23 C+= C = 20.25 D= 23.75 21 17.5– F= 0 Item/price signs are legible from a distance, In most instances… On an inconsistent basis… are uncomplicated, & easily recognized Signs are legible, Signs are legible, In-store logo sign placement is strategic & uncomplicated, & easily uncomplicated, & easily reinforces memorability recognized recognized Exceptional congruence between graphic & Logo sign is strategically Logo sign is strategically typographic choices and the brand’s placed; reinforces brand placed; reinforces brand identity memory memory Strategic placement of all signs/graphics Design choices congruent with Design choices congruent according to guidelines brand identity with brand identity Effective placement of all Effective placement of all signs/graphics signs/graphics Décor choices (10%) = 10.5 points A = 10.5(+), 10 B+= B = 9 C+= 8 C = 7.75 D= 9.25 6.75– F= 0 Exceptional application of elements & In most instances… On an inconsistent basis… principles of design in the selection décor Use of design theory for décor Use of design theory for choices selection décor selection Exceptional use of décor choices to reinforce Décor responsive to brand Décor responsive to brand brand image & complement the assortment identity identity
©Joyner Armstrong, C.M., Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
Lighting (5%) = 5.5 points A = 5.5 B+= B = 4.5 C+= C = 4 D= 3.5 4.75 4.25 – F= 0 Lighting is used effectively to accent the selling In most instances… On an inconsistent basis… space & reinforce sightlines Lighting effectively Lighting effectively Dark spots are absent without ambient lighting complements space & complements space & reinforces sightlines reinforces sightlines No dark spots No dark spots
©Joyner Armstrong, C.M., Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Visual Directive
Purpose: The purpose of this assignment is to assemble a visual directive in InDesign, including a window presentation. This directive is disseminated to store employees, brand managers, and/or merchandising associates to provide direction about how the shop should be merchandised for each season, per your wishes.
Industry technology: Photoshop, InDesign
Worth: 12% of your course grade (120 points)
Course Learning Outcomes: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments. 2. To organize and produce a promotional mix for a retail store concept. 3. To demonstrate effective use of technology in a merchandising context. 4. To demonstrate aptitude for leadership in the visual merchandising field.
Application of relevant course modules: Windows & Mannequins and Visual Directive.
How to: 1. CREATE TEMPLATE. As a team, you will create a layout template for your visual directive in InDesign that includes the use of stylized lines, shapes, and/or graphics to express brand identity. A single-page continuous (no facing pages), 11”W X 17”H document, including appropriate margins guides and horizontal guides and/or grid, should be formatted with page numbers and branded design details, and a format for the title page. This template should then by copied and shared with each manager. All of the following aspects of InDesign should be in place on the master template: A. Margin guides/guides/grids (placed on master page) B. Use of layers to separate master and document page details C. Master pages (at least one) with page numbers, not including None master D. Styles (paragraph, object) (at least one/each, used to ensure consistent formatting = utilized in two or more places) 2. Then, each manager will use this InDesign template to create the directive for their season’s collection that ensures effective implementation of the merchandising expectations. You may discuss in a general way how you would like the document to be organized, but ultimately each manager has the freedom to organize their directive as they please. Each Visual Directive should contain all of the following: A. A title page, including logo, brand name, collection name, season, year. B. The brand’s inspiration board and image of customer profile (chosen at semester’s start). C. Your season’s trend board. D. Employment of proper formatting/placement of images and type placeholders (e.g., the use of Paragraph Panel, Text Frame Options, & margins/guides to place objects) E. Multiple high-resolution shop views (consider high quality .jpg or .tiff) ©Joyner Armstrong, C.M.; Oklahoma State University, 2019
i. A labeled overview of shop space with labels and/or legend ii. Labeled shop overviews (overhead and other global views) iii. Image of every merchandised fixture (labeled) with illustration of relevant merchandise placement (including product image and product information), including walls iv. Illustration of signs/graphics placement v. Illustration of accessory placement without product information vi. Illustration of any in-store displays (e.g., mannequins) F. The use of stylized lines, shapes, and additional graphics to create visual interest and express brand identity G. Merchandising notes or guidelines (at least 3 guidelines, which can be shared within specific fixture illustrations or as summary in separate area of document). H. Illustration of window presentation in Photoshop (directions below) I. A unique back page (graphic, print/pattern, etc.)
3. WINDOW PRESENTATION. Each team member will develop a “3D” window presentation in Photoshop that is appropriate for an enclosed, straight front window space at a mall. Each team member’s approach to the window presentation can be unique, as long as it is aligned with the brand’s identity. You may find that seeking out inspiration on WGSN is essential. Go to Home>Reports>Retail>Visual Merchandising. The Global Windows tab provides a variety of window inspiration to consider for your own window presentation. You may also find the design gallery>window presentations on the Visual Merchandising and Store Design Magazine website very inspirational. The window presentation must include all of the following: A. An 11”W X 8.5”H board (horizontally oriented), including a one point perspective vanishing point and grid. B. All aspects of the 3D space: floor, ceiling, and walls. All aspects of the window should also be in balance. C. Mannequin(s) (dressed) D. Sign or graphic E. Lighting (with designated spot dots to illustrate aim) F. Prop(s) (reinforce theme) G. Qualitative criteria for effective window presentations: i. A visual story that appropriately engages the brand’s target customer ii. Strong focal point iii. Clear theme/inspiration iv. Compelling color story v. Most visually compelling merchandise of the collection is displayed (e.g., key item) vi. Effective use of Photoshop tools to make window display look as realistic as possible, including perspective, warp, distort, puppet warp, filters and layer styles.
How to submit: • Note: it is highly recommended that you upload this project to the dropbox on a dedicated Internet connection (e.g., campus computer) rather than wifi, which may take too long and cause other complications. • Photoshop window presentation should be integrated directly into the InDesign document as a .psd file (not .jpeg, tiff, png, etc.), so it becomes part of the packaged folder. • Each team member will submit an error-free compressed and packaged InDesign folder to the designated CANVAS dropbox by the deadline. ©Joyner Armstrong, C.M.; Oklahoma State University, 2019
• Package should include an interactive .pdf that is a single-page continuous document (e.g., no spreads or facing pages).
Please consult the assignment rubric for specific evaluation criteria.
The best laid plan: The Presentation Specialist should facilitate this assignment. Meaning, this manager should work to insure all team members contribute to the assignment in a meaningful way. This manager should be intimately acquainted with both the assignment directions and evaluation criteria, holding the members of their team accountable. The team should discuss layout options and ways to organize the directive as well as its “look.” The Strategic Brand Manager should take the lead to create the InDesign template, and with the team’s oversight, develop a template reflective of the brand’s identity. Then, that document should be shared with the other managers to use in the development of each season’s directive. Meanwhile, the Presentation Specialist and Director(s) of Product Development should both take responsibility of making any needed refinements to the team’s store files, after which the Presentation Specialist should be responsible for extracting all store images in preparation for the Visual Directive. All team members should review each season’s directive prior to submission to ensure consistency in formatting.
©Joyner Armstrong, C.M.; Oklahoma State University, 2019
VISUAL MERCHANDISING DHM 3853
VISUAL DIRECTIVE = 120 points (12% of course grade) Scope of work = 10% (12) Basic assignment directions have been followed conscientiously: A = 12 Exceptional • Work has been completed for usefulness in the overall semester project Creative or intellectual risks • Visual directive includes all of the following: have been taken. Student is o A title page (with logo, brand name, collection name, season, year) capable of applying o Multiple high-resolution images (.jpg, png or .tiff) competence to new and § A labeled overview of shop space with labels and/or legend different situations § Labeled shop overviews (overhead and other global views) § Image of every merchandised fixture (labeled) with illustration of relevant merchandise placement (including product image and product information), including walls B = 10.25 Proficient § Illustration of signs/graphics placement Competence demonstrated; § Illustration of accessory placement without product information poised for mastery § Illustration of any in-store displays (e.g., mannequins) C = 9 Developing
o The use of stylized lines, shapes, and additional graphics to create visual interest and express brand identity Minimal expectations met o Merchandising notes or guidelines (at least 3 guidelines, which can be shared within specific fixture illustrations or as summary in separate area of document). D = 7.75 Needs significant o Illustration of window presentation in Photoshop improvement o A unique back page o Effective use of InDesign software as proscribed in assignment directions • Project is submitted as directed F = 0 Lack of learning application • Project has been completed collaboratively
*Grade may be reduced further when assignment directions are ignored. Application of Learning = 90% (108 points) Merchandising Directive (30%) = 32.5 points A = 32.5 (+), 30.75 B+ = B = 27.5 C+= C = 24.25 D = 21 28.5 25.25 –F = 0 Directive is easily understood In most cases… On an inconsistent basis… Merchandising standards/expectations Directive is easily understood Directive is easily understood can be easily implemented Merchandising Merchandising Written work is free of grammatical & standards/expectations can be standards/expectations can spelling errors implemented be implemented
©Joyner Armstrong, C.M., Oklahoma State University, 2019
Visual Communication (30%) = 32.5 points A = 32.5 (+), 30.75 B+ = B = 27.5 C+= C = 24.25 D = 21 28.5 25.25 –F = 0 Design theory is employed effectively In most cases… On an inconsistent basis… Visual work reinforces the brand’s Use of design theory throughout Use of design theory throughout identity Brand’s identity is clear Brand’s identity is clear Image and type placement are Image and type placement are Image and type placement are consistent and effective consistent and effective consistent and effective Window Presentation (20%) = 21.5 points A =21.5 (+), 20.5 B+ = B = 18.25 C+= C = 16 D = 14 19 16.75 –F = 0
All aspects of 3D space implicated In most cases… On an inconsistent basis… Effective placement of mannequins, Strong focal point Strong focal point props, graphics/signs, & lighting to Clear theme/inspiration; Effective Clear window function support cohesive theme use of mannequins, props, graphics, Clear theme/inspiration; Strong focal point etc. Effective use of mannequins, Clear window function Compelling color strategy props, graphics, etc. Compelling color strategy Strong merchandise choices Compelling color strategy Most visually compelling merchandise Brand identity is easily discerned Strong merchandise choices of the collection is displayed Presentation poised to generate sales Brand identity is easily Brand identity is easily discerned traffic discerned Presentation is poised to generate Presentation poised to generate significant sales traffic sales traffic Technology (20%) = 21.5 points A =21.5 (+), 20.5 B+ = B = 18.25 C+= C = 16 D = 14 19 16.75 –F = 0
Work demonstrates knowledge and In most cases…. On an inconsistent basis… capacity for a range of Adobe CS Effective use of Adobe CS programs Effective use of Adobe CS tools and techniques (.psd, .ai, Experimentation with programs programs .indd) Experimentation with programs Experimentation has occurred
©Joyner Armstrong, C.M., Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Field Project
Purpose: The purpose of this project is to project to apply what you have learned about visual merchandising in a real industry situation.
Worth: 12% of your project grade (120 points)
Course Learning Outcome: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments.
Submit Field Contracts Due by: Week 11 (a physical copy of this contract is required) Complete: During Weeks 12-16 Project Report due: Week 16
RETAILERS ARE ON A FIRST COME, FIRST SERVE BASIS. THUS, THE FIRST TO SUBMIT A CONTRACT TO ONE RETAILER HAS EXCLUSIVE RIGHTS TO COMPLETE THEIR PROJECT THERE, AND OTHER STUDENTS WILL NEED TO FIND OTHER RETAILERS TO WORK WITH.
How To: 1. You may complete your field experience at a store in Stillwater or beyond. Some stores are willing to provide this experience for pairs of students, if desired. You may complete a project at a store you currently work for, however, the project must be something you would not ordinarily do as a part of your regular job duties. 2. Project must consume at least 2 hours, but not more than 4 hours. 3. You must arrange your project dates and times with a retail host and submit a signed contract by the date noted above. A Field Project Contract must be submitted to your professor, signed by the retailer with a legible email address to contact them. You are also required to supply your retail host with a copy of the Field Project Contract. 4. The scope of the project should include one or two of the following components, for which you have been trained to implement: Window display, wall layout, floor/adjacency layout, editorial space/shop within a shop. The project should NOT include the merchandising of sale or clearance merchandise. Some retailers will have a visual directive that you must follow in completing your project while others will expect you to have a vision and make recommendations for what you could impact in the store.
Recommended Stores in Stillwater Dainty Hooligans Old Navy 405 Mercantile Jo&Co Maurices Greige Goods The OSU University Store Cato Beadery J. Cole American Eagle Impeccable Pia Wooden Nickel Everyman Whiskey Creek
©Joyner Armstrong, C.M.; Oklahoma State University, 2019
The day of the project…. Professional behavior is expected throughout the time in which you interact with our retail host. This includes the following: a. Appropriate dress (dress slacks+ blouse or shirt/tie with dress slacks; comfortable dress shoes if not specified by retail host) i. NO gum chewing or smoking near premises ii. NO tennis shoes, garden clogs, rain boots iii. NO casual apparel (t-shirts, polos, tank tops, khakis, sweats, leggings, etc.) iv. NO suggestive apparel b. Positive and clear communication c. Prompt arrival for project completion d. Follow-through on assigned project: Do what you commit to do
2. Upon arrival, you should take several “before” photographs of the store area in which you will be merchandising AND NOTE THE POSITION AND ANGLE FOR LATER (at a distance and up close). You will want to return to these EXACT locations to take your after photos, so it is wise to utilize masking tape or some other marking tool to mark the origins of your photos. 3. Upon completion of the project you should take several “after” photographs from the EXACT same angles as your “before” pictures. 4. After in-store project completion… download the Field Project Report template available on D2L to complete the report as required. This is a paper and should not be treated as a brief overview of your project. 5. The Field Project Report (including photos) should be submitted as a Word.doc (please do not PDF this document) via the dropbox on Canvas by the deadline noted on the course agenda.
©Joyner Armstrong, C.M.; Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Field Project CONTRACT
Purpose: The purpose of this project is to project to apply what you have learned about visual merchandising in a real industry situation.
Worth: 12% of your project grade (120 points) Course Learning Outcomes: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments.
Submit Field Contracts: Week 11 Complete projects: NO EARLIER THAN Week 12 AND BY Week 16 of the course
Questions? Contact Dr. Armstrong at 744-9525 or [email protected].
To the retail partner: The purpose of this project is to provide an opportunity for students to apply what they have learned in a visual merchandising course to a real industry situation. Thank you for participating! Before you begin to work with our students, please review the following: • The project to be completed is at your discretion, but should focus on one or several of the visual merchandising tasks listed below. • The project should not be completed any earlier than Week 12 and no later than Week 16 of the semester. • One project should require at least 2 hours, but should not exceed 4 hours. • The student must be permitted to take before and after pictures of the project. • The student is required to behave professionally, including appropriate dress (dress slacks+ blouse or shirt/tie with dress slacks; comfortable dress shoes), positive communication, prompt arrival, and project follow-through. • The student is required to provide you with a blank copy of this contract. • If the student is your employee, this project must be something that is not ordinarily assigned. • You will be asked to complete an evaluation of the student’s professionalism and performance following the project, which is worth 12 of the 120 project points. This survey will be emailed to you the day following project completion.
Retailer contact name ______Store______Location ______
Student name(s) ______
Date to complete work: ______(evaluation survey is sent the following day)
This project should not include the merchandising of sale or clearance goods. Circle the project option that best describes the work the student will complete (choose multiple if necessary): A. Window display D. Editorial space/shop B. Wall layout E. Other ______C. Floor move
©Armstrong, C.M.; Oklahoma State University, 2019
With my signature I agree to provide a field experience to a student of the DHM 3853 Visual Merchandising course. I understand that work should require at least 2 hours, but not exceed 4 hours. I am providing my email address, so that I may complete an evaluation of the student’s work to the instructor. I have received a copy of this contract.
Signature of retailer contact ______(the person who will complete your evaluation)
Email address (please print neatly) ______Daytime phone number ______
©Armstrong, C.M.; Oklahoma State University, 2019
DHM 3853: Visual Merchandising
Field Project CONTRACT
Purpose: The purpose of this project is to project to apply what you have learned about visual merchandising in a real industry situation.
Worth: 12% of your project grade (120 points) Course Learning Outcomes: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments.
Submit Field Contracts: Week 11 Complete projects: NO EARLIER THAN Week 12 AND BY Week 16 of the course
Questions? Contact Dr. Armstrong at 744-9525 or [email protected].
To the retail partner: The purpose of this project is to provide an opportunity for students to apply what they have learned in a visual merchandising course to a real industry situation. Thank you for participating! Before you begin to work with our students, please review the following: • The project to be completed is at your discretion, but should focus on one or several of the visual merchandising tasks listed below. • The project should not be completed any earlier than Week 12 and no later than Week 16 of the semester. • One project should require at least 2 hours, but should not exceed 4 hours. • The student must be permitted to take before and after pictures of the project. • The student is required to behave professionally, including appropriate dress (dress slacks+ blouse or shirt/tie with dress slacks; comfortable dress shoes), positive communication, prompt arrival, and project follow-through. • The student is required to provide you with a blank copy of this contract. • If the student is your employee, this project must be something that is not ordinarily assigned. • You will be asked to complete an evaluation of the student’s professionalism and performance following the project, which is worth 12 of the 120 project points. This survey will be emailed to you the day following project completion.
Retailer contact name ______Store______Location ______
Student name(s) ______
Date to complete work: ______(evaluation survey is sent the following day)
This project should not include the merchandising of sale or clearance goods. Circle the project option that best describes the work the student will complete (choose multiple if necessary): A. Window display D. Editorial space/shop B. Wall layout E. Other ______C. Floor move
©Armstrong, C.M.; Oklahoma State University, 2019
With my signature I agree to provide a field experience to a student of the DHM 3853 Visual Merchandising course. I understand that work should require at least 2 hours, but not exceed 4 hours. I am providing my email address, so that I may complete an evaluation of the student’s work to the instructor. I have received a copy of this contract.
Signature of retailer contact ______(the person who will complete your evaluation)
Email address (please print neatly) ______Daytime phone number ______
©Armstrong, C.M.; Oklahoma State University, 2019
Field Project Report, worth 120 points You must download this template from Canvas and complete. This report should be completed in Times New Roman, 12 pt font. This project will be assessed based on your illustration and descriptiveness of learning and course concepts as they are applied in a real-world context. Additional points will be deducted for students who do not submit their completed and signed contract by the deadline and any disregard of assignment directions. Completed Contract Received [to be completed by professor] by Deadline Yes No Store Name & Location Time project began & ended Time in: Time out: Introduction (12 points) Describe the project that you were assigned to complete. This description should match the project indicated on the Field Project Contract. If it does not, please explain why. Application of learning (48 points) This segment should explain how you utilized the visual merchandising principles and strategies you learned about this semester; refer back to course activities and lesson plans. Ensure you take time to review the strategies covered in the course from the elements and principles of design to lighting and signing, etc. Refrain from giving your reader a play by play of the project without an explanation of what guided your decision- making. This should be comprehensive and use appropriate terminology reflective of the course textbook and presentations. Use the box below to write this segment of your paper.
Reflection on learning (36 points) Explain the most important things you learned while completing this project and how what you learned is useful. Use the box below to write this segment of your paper.
Professionalism (12 points) This will be filled in by your retailer. The remainder of your grade is determined by your professionalism and performance, as evaluated by the retail host
Appendix: Scope and impact of the project (12 points) Multiple before and after photographs (at a distance and up close from the exact same angle). Position the before and after images side by side and provide long captions (2-3 sentence descriptions for each pair of images). Photos should demonstrate scope of work requiring at least 2 hours but not more than 4 hours. DHM 3853: Visual Merchandising
The Why We Buy Book Club
Purpose: The purpose of the book club is to provide you with a scientific understanding behind the application of merchandising principles in the retail environment as well as to provide a broader scope with respect to visual merchandising, beyond apparel.
Worth: 15% of your course grade [150 points = 50 points/each meeting]
Course Learning Outcome: 1. To evaluate the application of as well as effectively apply the principles of visual merchandising in retail environments. 2. To develop creative and critical thinking through various class activities and teamwork.
What do I do? The book club meets three times during the semester, during which you should read and be prepared for class discussion (see agenda for discussion dates and related book segments). Additionally, you should take notes while reading or listening to the book according to the following prompts and be prepared to submit the hard copy of your notes to your instructor at the end of the class discussion.
How To: When reading the assigned book segment, take notes related to the following prompts for each chapter: 1. The most important lessons I have learned about merchandising from this chapter are… 2. I can relate to the following examples discussed by Underhill… with an explanation of observations I have made in my own shopping experience …
Assessment: ü You must actively contribute to the discussion and activity. ü You must submit your hand- or type-written notes to the professor at the end of the Book Club Meeting, responsive to the above prompts.
Assessment of Notes A* Notes are extensive and demonstrate reading comprehension at a high level and responses are provided to both prompts for each chapter. Book club meeting attended. B* Notes are provided for each chapter, citing multiple lessons learned and a reflection on personal experience, demonstrating reading comprehension. Book club meeting attended. C* Minimal application of expectations by chapter and/or prompt may be missing. Book club meeting attended. D* Minimal application of expectations, prompt may be missing and/or notes are provided by section not chapter and/or notes have been submitted without attending field activity. Book club meeting attended. *20 points deduction if meeting is not attended.
©Armstrong, C.M.; Oklahoma State University, 2019