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LIM Professor Explores Visual Merchandising at the NBA Store

In the article Game Change: Visual Merchandising at the NBA Store for the August 2016 issue of Fashion Mannuscript, LIM College professor Patti Jordan details the new store at Fifth Avenue and 45th Street  from a visual merchandising perspective.

The 25,000 square foot, three-story store has the world’s largest collection of official NBA, WNBA, and NBA-D League merchandise and customers from all over the world come to check it out and shop. Fittingly, two interactive displays sell wares in seven spoken languages and there are also apps available that custom-translate in these languages.

A video screen on the back wall alternates between graphics, scrolling text, live scores, and close-up shots of NBA players, simulating the experience of being at a game, explains Professor Jordan in the magazine.

According to Professor Jordan, “With the NBA taking a shot with high-tech game changers in sports store branding, one can’t help but become a fan.”