Visual Merchandising: Window and in-store displays for retail, 3rd edition

By Tony Morgan

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  • Paperback
  • 310 illustrations
  • 224 pages
  • 11⅛ x 8⅝ ins
  • ISBN 9781780676876
  • Published February 2016

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 two new case studies, updated images, and new material on digital and interactive visual merchandising.

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.

About the Author

Tony Morgan teaches Visual Merchandising at the London College of Fashion and also at Philip Green’s The Fashion Retail Academy. He worked as Head of Visual Merchandising at Selfridges for 18 years, where he travelled the world examining their different store concepts. He is the author of Window Display: New Visual Merchandising.

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The History of Visual Merchandising

The Role of a Visual Merchandiser
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
NEW Global examples from Asia; Training portfolios; more about mulitiple chain stores and flagship stores

Store Design
What is store design?
Why is store design important?
Who designs the store?
How does store design work?
Store study: Kurt Geiger
NEW Pop-up shops

Windows
Getting to know your windows
Planning a window display
Themes and schemes
Budgeting
Props
Designing a window display
Store study: Au Printemps
Colour
Window prepping
Installing the window display
Store study: Louis Vuitton
Lighting
Signage and graphics
Window calendar
Window standards and maintenance, and budget
Store study: Fortnum & Mason
NEW Interactive windows and digital technologies; NEW Case Study on lighting (Erco)

In-store Visual Merchandising
Product adjacencies
Floor layouts
Store study: Matthew Williamson
Fixtures and fittings
Wall fixtures
Product handling
Store study: Flight 001
In-store displays and hot shops
Point of sale and add-on sales
Clearance merchandise
Signage and ticketing
Lighting
Ambience
Retail standards and  maintenance, and budget
Virtual visual merchandising
Store study: Topshop
NEW Signage and graphics - CASE STUDY on Colourset; Interactive/digital displays

Mannequins
Sculpting
Purchasing mannequins
Dressing a mannequin
Securing a mannequin
Grouping mannequins
Maintenance
NEW The dress-size debate; sustainability

The Visual Merchandiser’s Studio
The visual Merchandiser’s toolbox
Health and safety
Lighting chart