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    AW13 Phase 2 Maternity Wear In-Store Visual Merchandising
Merchandising Principles:
Dresses merchandised in the centre of the wall as this is our bestselling subcategory.
Outfits created both on drop arms and side facing arms.
Tights added above dresses to encourage add-on buys.
Top Display Solution:
Concertina cardboard, showing the must have campaign pieces.
Centre Graphic Solution:
Freestanding glossy cardboard image.
Other Treatment:
Wallpaper backgound in an Art Deco style print inspired by the Art Deco detailing on the purple dress.
Arm End POS to show a worn on shot of the lace dress to supplement how it looks on the hanger.
Considerations for the future:
Marketing campaign dilutes the Occasionwear message. Request a Christmas marketing photoshoot next year.