Visual Merchandising: Window Displays and In-store Experience

by Tony Morgan

Overview

Write well. Live well.

The practice of creative writing - being expressive, exploring ideas, crafting words, shaping stories - can deepen your appreciation of life and enhance your wellbeing.

With 100 inspiring prompts, insights and exercises specially devised by an award-winning author and creative writing teacher, discover how to write well - and thrive. 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 color photographs, diagrams of floor layouts and store case studies, and includes invaluable information such as a glossary of terms used in the industry.

Product Details

ISBN-13:	9781913947323
Publisher:	Laurence King Publishing
Publication date:	11/23/2021
Edition description:	4th ed.
Pages:	224
Sales rank:	735,446
Product dimensions:	8.45(w) x 11.00(h) x 0.70(d)

About the Author

Tony Morgan is a former lecturer in Visual Merchandising at the London College of Fashion. He worked as Head of Visual Merchandising at Selfridges for 18 years, when he traveled the world examining their different store concepts. He is the author of Window Display: New Visual Merchandising.

Table of Contents

Preface 7

1 The history of visual merchandising 8

The Development of the Department Store 9

2 The role of a visual merchandiser 18

What Makes a Good Visual Merchandiser? 19

The Day-to-day Role of a Visual Merchandiser 20

Visual Merchandising in a Department Store 21

Key Roles 22

Visual Merchandising of Multiple Chain Stores 25

Visual Merchandising of Small Retail Outlets 28

Visual Merchandising Online 29

Measuring Success 30

3 Store design 32

What Is Store Design? 33

Why Is Store Design Important? 34

Who Designs the Store? 36

Pop-up Shops 38

How Does Store Design Work? 41

Store Study: Kurt Geiger 42

4 Windows 46

The Importance of Windows 47

Getting to Know Your Windows 50

Planning a Window Display 56

Themes and Schemes 60

Budgeting 67

Props 68

Designing a Window Display 74

Store Study: Printemps 80

Colour 84

Window Prepping 90

Installing the Window Display 92

Store Study: Louis Vuitton 96

Lighting 98

Signage and Graphics 100

Film and Interactive Displays 105

Window Calendars 106

Maintenance and Budget 110

Store Study: Fortnum & Mason 112

5 In-store visual merchandising 116

What Is In-store Visual Merchandising? 117

Product Adjacencies 120

Floor Layouts 122

Platinum, Gold, Silver and Bronze Areas 125

Store Study: Bodega 130

Fixtures and Fittings 134

Wall Fixtures 146

Product Handling 150

In-store Displays 160

Hot Shops 163

Point of Sale and Add-on Sales 164

Signage and Ticketing 166

Case Study: Colorset 172

Lighting 181

Ambience 183

Retail Maintenance and Budget 185

Case Study: Harlequin 186

6 Mannequins 192

Choosing and Using Mannequins 193

Case Study: Hans Boodt Mannequins 196

Purchasing Mannequins 202

Dressing a Mannequin 205

Securing a Mannequin 209

Grouping Mannequins 210

Maintenance 211

7 Training, technology and tools 212

Training 213

Portfolios 214

Visual Merchandising Software 216

Equipment 218

Tools 218

Health and Safety 219

Lighting Chart 220

Glossary 221

Index 222

Picture Credits and Acknowledgements 224