9781856695398

A great introduction for retail students, this user-friendly reference guide covers all aspects of visual merchandising, from windows to in-store areas, for a range of stores from fashion emporia to supermarkets. Along with practical advice, a glossary and floor layout diagrams are case studies from established visual merchandisers, revealing the secrets of their toolkit-such as the use of mannequins and the latest technology-and explaining the psychology behind buyer behaviour.

Tony Morgan teaches Visual Merchandising at the London College of Fashion and is head of the VM department at the Fashion Academy in London. He was previously at Selfridges for 18 years where he was manager for visual merchandising and currently runs his own creative retail consultancy.

The History of Visual Merchandising	p. 8
The Role of a Visual Merchandiser	p. 16
The day-to-day role of a visual merchandiser	p. 19
Training	p. 20
Visual merchandising in a department store	p. 21
Visual merchandising of multiple chain stores	p. 24
Visual merchandising of small retail outlets	p. 26
Measuring success	p. 27
Store Design	p. 28
What is store design?	p. 30
Why is store design important?	p. 31
Who designs the store?	p. 32
How does store design work?	p. 34
Store study: Kurt Geiger	p. 36
Windows	p. 40
Getting to know your windows	p. 44
Planning a window display	p. 50
Themes and schemes	p. 54
Budgeting	p. 61
Props	p. 62
Designing a window display	p. 68
Store study: Lane Crawford	p. 74
Colour	p. 78
Window prepping	p. 84
Installing the window display	p. 86
Lighting	p. 90
Signage and graphics	p. 92
Window calendar	p. 98
Window standards and maintenance, and budget	p. 102
Store study: Fortnum & Mason	p. 104
In-store Visual Merchandising	p. 108
Product adjacencies	p. 112
Floor layouts	p. 114
Store study: Atelier 1	p. 124
Fixtures and fittings	p. 126
Wall fixtures	p. 138
Product handling	p. 142
Store study: Flight 001	p. 148
In-store displays and hot shops	p. 154
Point of sale and add-on sales	p. 158
Clearance merchandise	p. 160
Signage and ticketing	p. 161
Lighting	p. 168
Ambience	p. 170
Retail standards and maintenance, and budget	p. 172
Virtual visual merchandising	p. 173
Store study: Giorgio Armani	p. 176
Mannequins	p. 180
Sculpting	p. 184
Purchasing mannequins	p. 186
Dressing a mannequin	p. 188
Securing a mannequin	p. 193
Grouping mannequins	p. 194
Maintenance	p. 195
The Visual Merchandiser's studio	p. 196
The visual merchandiser's toolbox	p. 200
Health and safety	p. 201
Lighting chart	p. 202
Glossary	p. 204
Further reading	p. 205
Index	p. 206
Picture credits and acknowledgements	p. 208
Table of Contents provided by Blackwell. All Rights Reserved.

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Visual Merchandising

Visual Merchandising

1856695395

Summary

Author Biography

Table of Contents

Supplemental Materials