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Visual Merchandising

Book Description

A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising and covers both window dressing and in-store areas. Using examples from a range of shops, from fashion emporia to small outlets, the book offers practical advice on the subject, supported by hints and tips from established visual merchandisers.

It reveals the secrets of their toolkit and information on the use of mannequins, the latest technology, and how to construct and source props, and explains the psychology behind shopping and buyer behavior. This new edition contains new case studies and updated images.

Presented through color photographs, diagrams of floor layouts, and store case studies, and including invaluable information such as a glossary of terms used in the industry, Visual Merchandising is an essential handbook for anyone working in and learning about this exciting area.

Table of Contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. Contents
  6. Preface
  7. The History of Visual Merchandising
  8. The Role of a Visual Merchandiser
    1. The day-to-day role of a visual merchandiser
    2. Training
    3. Visual merchandising in a department store
    4. Visual merchandising of multiple chain stores
    5. Visual merchandising of small retail outlets
    6. Measure success
  9. Store Design
    1. What is store design?
    2. Why is store design important?
    3. Who designs the store?
    4. How does store design work?
    5. Store study: Kurt Geiger
  10. Windows
    1. Getting to know your windows
    2. Planning a window display
    3. Themes and schemes
    4. Budgeting
    5. Props
    6. Designing a window display
    7. Store study: Printemps
    8. Color
    9. Window prepping
    10. Installing the window display
    11. Store study: Louis Vuitton
    12. Lighting
    13. Signage and graphics
    14. Window calendar
    15. Window standards and maintenance, and budget
    16. Store study: Fortnum & Mason
  11. In-store Visual Merchandising
    1. Product djacencies
    2. Floor layouts
    3. Store study: Matthew Williamson
    4. Fixtures
    5. Wall fixtures
    6. Product handling
    7. Store study: Flight 001
    8. In-store displays and trend areas
    9. Point of purchase and add-on sales
    10. Clearance merchandise
    11. Signage and tagging
    12. Lighting
    13. Ambience
    14. Retail standards and maintenance, and budget
    15. Virtual visual merchandising
    16. Store study: Topshop
  12. Mannequins
    1. Sculpting
    2. Purchasing mannequins
    3. Dressing a mannequin
    4. Securing a mannequin
    5. Grouping mannequins
    6. Maintenance
  13. The Visual Merchandiser’s Studio
    1. The visual merchandiser’s toolbox
    2. Health and Safety
    3. Lighting chart
  14. Glossary
  15. Further reading
  16. Index
  17. Picture credits and acknowledgments