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 two new case studies, updated images and new material on digital and interactive visual merchandising.

Visual Merchandising is presented through colour photographs, diagrams of floor layouts and store case studies, and includes invaluable information such as a glossary of terms used in the industry.

About the Author:

Tony Morgan teaches Visual Merchandising at the London College of Fashion and also at Philip Green’s The Fashion Retail 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.

Contents:

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
NEW Global examples from Asia; Training portfolios; more about multiple chain stores and flagship stores

Store Design:
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

Windows:
Getting to know your windows
Planning a window display
Themes and schemes
Budgeting
Props
Designing a window display
Store study: Au Printemps
Colour
Window prepping
Installing the window display
Store study: Louis Vuitton
Lighting
Signage and graphics
Window calendar
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:
Product adjacencies
Floor layouts
Store study: Matthew Williamson
Fixtures and fittings
Wall fixtures
Product handling
Store study: Flight 001
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
NEW Signage and graphics - CASE STUDY on Colour set; Interactive/digital displays

Mannequins:
Sculpting
Purchasing mannequins
Dressing a mannequin
Securing a mannequin
Grouping mannequins
Maintenance
NEW The dress-size debate; sustainability

The Visual Merchandiser’s Studio
The visual Merchandiser’s toolbox
Health and safety
Lighting chart

This comprehensive guide to visual merchandising covers both window dressing and in-store design, as well as all the other elements, real or virtual, used to enhance the contemporary retail experience. Featuring a range of shops, from fashion emporia such as Selfridges, Printemps, and Bergdorf Goodman to small outlets, the book offers practical advice, supported by tips from the most inspiring visual merchandisers and creative directors across the world.

It reveals the secrets of their profession and all there is to know about the latest technology, mannequins, props etc. It also examines the psychology and ever-changing trends behind consumer behaviour.

Visual merchandising is presented through lavish colour photographs, diagrams of floor layouts and store case studies, and includes invaluable information such as a glossary of terms used in the industry.

About the Author:

Tony Morgan worked as a Head of Visual Merchandising at Selfridges for 18 years. He has taught and consulted across the world and was a lecturer at the London College of Fashion and the Fashion Retail Academy in London. Tony advocates new visual merchandising talent and is currently working with universities across the UK to mentor and support students.

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Пролистать книгу Visual Merchandising Fourth Edition: Window Displays, In-store Experience на Google Books.

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. 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.

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.