Overview

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 behaviour. This new edition contains new case studies and updated images. Presented through colour 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.

Full Product Details

Author:   Tony Morgan
Publisher:   Laurence King Publishing
Imprint:   Laurence King Publishing
Edition:   2nd Revised edition
Dimensions:   Width: 21.60cm , Height: 1.60cm , Length: 28.00cm
Weight:   1.030kg
ISBN:  

9781856697637

ISBN 10:   1856697630
Pages:   208
Publication Date:   24 October 2011
Audience:   Adult education ,  Further / Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Preface / 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 Store Design What is store design? / Why is store design important? / Who designs the store? / How does store design work? / Store study: Kurt Geiger Windows Getting to know your windows / Planning a window display / Themes and schemes / Budgeting / Props / Designing a window display / Store study: Au Printemp / Colour / Window prepping / Installing the window display / Lighting / Signage and graphics / Window calendar / Window standards and maintenance, and budget/ Store study: Fortnum & Mason In-store Visual Merchandising/ Product adjacencies / Floor layouts / Store study: Matthew Williamson / Fixtures and fittings/ Wall fixtures / Product handling/ Store study: Flight / 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 Mannequins Sculpting/ Purchasing mannequins/ Dressing a mannequin/ Securing a mannequin/ Grouping mannequins/ Maintenance/ The Visual Merchandiser's Studio/ The visual merchandiser's toolbox/ Health and safety/ Lighting chart/ Glossary/ Further reading/ Index/ Picture credits and acknowledgements

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Author Information

Tony Morgan teaches Visual Merchandising at the London College of Fashion and also at Philip Green's Arcadia Fashion 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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