By Tony Morgan

A good creation for retail scholars, this e-book bargains a simple reference consultant to all points of visible promoting and covers either window dressing and in-store parts. utilizing examples from a number of retailers, from style emporia to small shops, the publication bargains functional suggestion at the topic, supported through tricks and guidance from tested visible merchandisers.

It finds the secrets and techniques in their toolkit and knowledge at the use of mannequins, the most recent expertise, and the way to build and resource props, and explains the psychology in the back of purchasing and customer habit. This re-creation comprises new case reports, up to date photographs, and new fabric on electronic and interactive visible merchandising.

Presented via colour photos, diagrams of ground layouts, and shop case reports, and together with valuable details equivalent to a thesaurus of phrases utilized in the undefined, Visual Merchandising is an important instruction manual for a person operating in and studying approximately this interesting quarter

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Additional info for Visual Merchandising, Third edition: Windows and in-store displays for retail

Example text

A good store design will show products to their best advantage. Walkways, lighting and signage are all major features that need to be discussed even before the important fixtures are designed. Some retailers may also enlist the help of interior decorators, lighting designers and artists to help create the in-store ambience. Below Great care and attention has clearly been given to the lighting in this store for Alexander McQueen in Milan, designed by William Russell. Lighting is completely concealed in the ceiling and along the perimeter walls, with all plugs, lightbulbs and unsightly grilles hidden.

Various department stores worldwide have been moulded into amazing showstopping retail emporia. With their grand façades, Harrods in London – whose thousands of lightbulbs glow like a shopper’s paradise – and Samaritaine, once Paris’s largest department store, have always stood the test of time. With the invention of visual merchandising during the 1980s, however, Above The architects of the Prada store in New York, Rem Koolhaas’s OMA (Office for Metropolitan Architecture), did not stop at just providing a backdrop for the merchandise; they also created a retail space that can be converted into a performance space at the touch of a button.

60 Themes and schemes Both themes and schemes are familiar words to a visual merchandiser. They refer to the creative element that will be used to support the product. They are both related, giving the window or windows a thread that will pull the overall look together. A theme or scheme should be well planned and thought through. Visual merchandisers use them to create drama, to tell a story and to inspire. They can be seasonal or a commentary upon social, political or economic trends. A theme is the topic of the window presentation.

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