Visual Merchandising for Fashion

by Sarah Bailey, Jonathan Baker

Overview

Where do shoppers meet before heading out to browse the stores? Why might they go to a particular shop and not another? What first attracts them to a brand or garment? Visual merchandising is concerned with all these questions, spanning the relationship between consumer, environment, brand and product.

As part of the Basics Fashion Management series, Bailey and Baker introduce the principles underpinning successful visual merchandising using examples from budget, mid-range and luxury brands. These real-world examples take the form of detailed case studies and interviews, providing hands-on advice from all levels of industry.

This revised edition includes additional coverage of online visual merchandising, lighting techniques, mannequin dressing and integrating technology into displays.

Product Details

ISBN-13:	9782940496129
Publisher:	Bloomsbury Academic
Publication date:	02/27/2014
Series:	Basics Fashion Management
Pages:	192
Product dimensions:	6.20(w) x 9.00(h) x 0.60(d)

About the Author

Sarah Bailey is Course Director for the London College of Fashion's BA Hons Fashion Retail Branding and Visual Merchandising degree course.

Jonathan Baker is the Course Director of the BA (Hons) Fashion Retail Branding and Visual Merchandising course at the London College of Fashion.

Table of Contents

Introduction

Chapter 1: Research and Design - Visual design development; Model making and experimentation; Concept development; Presentation and communication of design concepts; 25 visual themes; Interview; Interview; Activities

Chapter 2: Display Design Basics – Line; Composition; Texture; Colour; Lighting; Interview: focus on lighting; Activities

Chapter 3: Space Planning Principles - Store architecture and retail formats; Space hierarchy; Space planning layouts; Customer navigation; Journey to sale; Case study; Activities

Chapter 4: Displaying Merchandise - Retail windows; Mannequins: best practice guide; Selection of fashion merchandise; Landscaping; Fixtures; Case study; Case study; Activities

Chapter 5: The Customer Experience - Designing the customer experience; Where do visual merchandisers work?; Working in the visual merchandising industry; Portable and pop-up stores; Interview; Activities

Chapter 6: The Future of Visual Merchandising - Shopping trends and innovations; Technology and digital visual merchandising – expanded; Sustainability – expanded; Internationalisation; Case study: technology; Interview: online visual merchandiser; Activities


Appendix – Resources; Glossary: expanded from first edition; Index; Acknowledgements