- 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.
The History of Visual Merchandising
The Role of a Visual Merchandiser
The day-to-day role of a visual merchandiser
Visual merchandising in a department store
Visual merchandising of multiple chain stores
Visual merchandising of small retail outlets
NEW Global examples from Asia; Training portfolios; more about mulitiple chain stores and flagship stores
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
Getting to know your windows
Planning a window display
Themes and schemes
Designing a window display
Store study: Au Printemps
Installing the window display
Store study: Louis Vuitton
Signage and graphics
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
Store study: Matthew Williamson
Fixtures and fittings
Store study: Flight 001
In-store displays and hot shops
Point of sale and add-on sales
Signage and ticketing
Retail standards and maintenance, and budget
Virtual visual merchandising
Store study: Topshop
NEW Signage and graphics - CASE STUDY on Colourset; Interactive/digital displays
Dressing a mannequin
Securing a mannequin
NEW The dress-size debate; sustainability
The Visual Merchandiser’s Studio
The visual Merchandiser’s toolbox
Health and safety