Title: Explain the use of planograms.
Course: Fashion Marketing (12153-I) > Section: Developing Visual Merchandise and Store Presentation

Explanation should include the following concepts:

- A planogram is a computer-developed diagram that directs retailers how and where a product or products should be displayed on the shelf.
- The ability to maximize a product's potential directly relates to where products within certain categories are displayed on the shelves within individual stores. A planogram conveys this information.
- Other products that are used in conjunction with a product are also noted on a planogram.
- A planogram can be customized by individual stores to address their customer base.

Explanation should also include uses of planograms within the fashion industry, such as

- floor planning
- merchandise placement
- merchandise flow
- display scheduling.

Process/Skill Questions:

- What are the benefits of a planogram to the fashion retailer?
- How do planograms aid in inventory control? Improve flow of merchandise?
- What effect does a planogram have on the customer experience?
- What is the importance of having a consistent planogram for retailers with multiple locations?
- How often should a retailer change or alter their planogram?
- How does the concept of a planogram differ between a chain store and a privately owned store? Which has more flexibility? Why?