Visual Merchandising - North Central Regional Center for Rural ...

Props
Props, Fixtures
and Signage
A prop is something used with a product in a display
that clarifies the function of the merchandise being sold
or the story being told. Props are an integral part of a
display. They are used in visual merchandising to tell a
story about the product, the merchandise concept or the
store itself.
A display prop may be something that is not for sale,
such as floor coverings, wall treatments, backgrounds,
mannequins, shelves and steps. Props may also be merchandise
that is for sale, but is not the theme merchandise,
such as golf clubs used in conjunction with golf
wear. Merchandise from other departments used to highlight
salable items can lead to multiple sales. Visibility is
provided for the original theme merchandise, in addition
to the prop merchandise.
When using salable merchandise as a prop, be sure it
is appropriate for the theme of the display and in sufficient
quantity to meet an increase in demand arising from
the display. Prominently display theme and prop merchandise
in their respective departments for easy access
by the customer.
If a store does not have merchandise available that can
be used in a display, use display props from nonmerchandise
categories. Nonmerchandise props used for their
“Use props to
complement or
highlight the
salable merchandise
and add
visual excitement
to the surrounding
area.”
Visual Merchandising
NCRCRD, 1991