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Visual Merchandising: Windows and In-store Displays for Retail

ISBN: 9781856695398 | 1856695395
Format: Paperback
Publisher: Chronicle Books Llc
Pub. Date: 3/6/2008

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SummaryTable of ContentsAuthor Biography
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 stores from fashion emporia to supermarkets, the book offers practical advice on the subject, supported by hints and tips from established visual merchandisers. It reveals the secrets of their tool kit, and information on the use of mannequins, the latest technology, how to construct and source props, and explains the psychology behind... MORE
The History of Visual Merchandisingp. 8
The Role of a Visual Merchandiserp. 16
The day-to-day role of a visual merchandiserp. 19
Trainingp. 20
Visual merchandising in a department storep. 21
Visual merchandising of multiple chain storesp. 24
Visual merchandising of small retail outletsp. 26
Measuring successp. 27
Store Design... MOREp. 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 Geigerp. 36
Windowsp. 40
Getting to know your windowsp. 44
Planning a window displayp. 50
Themes and schemesp. 54
Budgetingp. 61
Propsp. 62
Designing a window displayp. 68
Store study: Lane Crawfordp. 74
Colourp. 78
Window preppingp. 84
Installing the window displayp. 86
Lightingp. 90
Signage and graphicsp. 92
Window calendarp. 98
Window standards and maintenance, and budgetp. 102
Store study: Fortnum & Masonp. 104
In-store Visual Merchandisingp. 108
Product adjacenciesp. 112
Floor layoutsp. 114
Store study: Atelier 1p. 124
Fixtures and fittingsp. 126
Wall fixturesp. 138
Product handlingp. 142
Store study: Flight 001p. 148
In-store displays and hot shopsp. 154
Point of sale and add-on salesp. 158
Clearance merchandisep. 160
Signage and ticketingp. 161
Lightingp. 168
Ambiencep. 170
Retail standards and maintenance, and budgetp. 172
Virtual visual merchandisingp. 173
Store study: Giorgio Armanip. 176
Mannequinsp. 180
Sculptingp. 184
Purchasing mannequinsp. 186
Dressing a mannequinp. 188
Securing a mannequinp. 193
Grouping mannequinsp. 194
Maintenancep. 195
The Visual Merchandiser's studiop. 196
The visual merchandiser's toolboxp. 200
Health and safetyp. 201
Lighting chartp. 202
Glossaryp. 204
Further readingp. 205
Indexp. 206
Picture credits and acknowledgementsp. 208
Table of Contents provided by Blackwell. All Rights Reserved.
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.

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