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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.
Table of Contents
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
What is store design?
Why is store design important?
Who designs the store?
How does store design work?
Store study: Kurt Geiger
Getting to know your windows
Planning a window display
Themes and schemes
Designing a window display
Store study: Lane Crawford
Installing the window display
Signage and graphics
Window standards and maintenance, and budget
Store study: Fortnum & Mason
In-store Visual Merchandising
Store study: Atelier 1
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: Giorgio Armani
Dressing a mannequin
Securing a mannequin
The Visual Merchandiser's studio
The visual merchandiser's toolbox
Health and safety
Picture credits and acknowledgements
Table of Contents provided by Blackwell. All Rights Reserved.