Retail Desire: Design, Display and the Art of Visual Merchandise

Overview

Visual merchandising is at the heart of retail design -- the fine art of persuasion. Window dressing is now only a small part of display and visual merchandising, which encompasses the in-store 3D environment, graphics, audiovisual media and point-of-purchase material -- all the way to the store as total embodiment of the brand. From an icicle window display made of resin to bespoke acid-colored glass shelving; from one small figurine as a display to actors playing football in "live windows," visual merchandising...
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Overview

Visual merchandising is at the heart of retail design -- the fine art of persuasion. Window dressing is now only a small part of display and visual merchandising, which encompasses the in-store 3D environment, graphics, audiovisual media and point-of-purchase material -- all the way to the store as total embodiment of the brand. From an icicle window display made of resin to bespoke acid-colored glass shelving; from one small figurine as a display to actors playing football in "live windows," visual merchandising is always breaking new molds in style, lighting and use of materials. By contrasting different international approaches to visual merchandising, this industry insider's view reveals the disparate ways in which retailers chase and stimulate that elusive X-factor that pushes customers towards a purchase: Retail Desire.
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Product Details

  • ISBN-13: 9782880468064
  • Publisher: RotoVision SA
  • Publication date: 2/8/2005
  • Series: Stagecraft Series
  • Pages: 160
  • Product dimensions: 9.06 (w) x 10.93 (h) x 0.37 (d)

Table of Contents

Introduction 6
Science or art: Design, display, and visual merchandising - a science or an art? 12
Brand experience or volume sales: From rarified flagship environment to high-volume high street 28
Bespoke or off-the-shelf: Should you design the displays or simply select a system? 36
Light or dark: Illuminating the right path for lighting 54
The big or little picture: The inside and outside graphic story 68
New or old: The use of materials speaks volumes about a brand or store 80
Theater or theatrical: Drama in the world of window dressing 98
Plethora or paucity: To fill the window with product or to keep it minimal? 106
Themes 120
Christmas: Christmas as marketing tool 122
Sales: Out with the old - sales with style 128
9/11: How New York retailers reacted 134
Mannequins: Up close and personal with mannequins 140
Cow parade: The charity Cow Parade and London retailers 146
Color lighting: Using lighting to create color effects 150
Resources 156
Index 160
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