Visual Merchandising

A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising. Covering both window dressing and in-store areas, and including a range of stores from fashion emporia to small outlets, the book contains a wealth of practical advice, as well as case studies and hints and tips from established visual merchandisers. It reveals the secrets of their toolkit, such as the use of mannequins, the latest technology and how to construct and source props, and explains the psychology behind shopping and buyer behaviour.Presented through colour photographs, diagrams of floor layouts and store case studies, and including comprehensive information such as a glossary of terms used in the industry, "Visual Merchandising" is an invaluable handbook for anyone working in and learning about this exciting subject.Chapter 1 - The History of Visual Merchandising; Chapter 2 - The Role of a Visual Merchandiser: Skills; The day-to-day role of a visual merchandiser; Training; Visual merchandising in a department store; Visual merchandising of multiple chain stores; Visual merchandising of small retail outlets; Measuring success; Chapter 3 - Store Design: What is store design?; Why is store design important?; Who designs the store?; How does store design work?; Store study: Kurt Geiger, UK and Europe; Chapter 4 - Windows: Getting to know your windows; Planning a window display; Themes and schemes; Budgeting; Props; Designing a window display; Colour Installing the window display; Colour Installing the window display; Lighting; Signage and graphics; The budget; Window Calendar; Window standards and maintenance; Store study: Fortnum & Mason, UK; Chapter 5: In-store Visual Merchandising: Product adjacencies; Making a rough plan; Floor layouts; Fixtures and fittings; Product handling; In-store displays and hot shops; Point of sale and add-on sales; Clearance merchandise; Signage and ticketing; Lighting; Ambience; Budget; Retain standards and maintenance; Virtual visual merchandising; Store Study: Giorgio Armani, China; Store Study: Atelier 1, Ukraine; Store Study: Flight 001, USA; Chapter 6 - Mannequins: Sculpting; Purchasing mannequins; Dressing a mannequin; Securing a mannequin; Grouping mannequins; Maintenance; Chapter 7 - The Visual Merchandiser's Studio: The visual merchandiser's toolbox; Health and safety; Endmatter: Lighting chart; Glossary; Further reading; Index.