Description
Book SynopsisSuccessful fashion merchandising, branding and communication start with satisfyingly sensory and interactive shopping experiences. With Kate Schaefer's beautifully illustrated and practical book, learn how retailers create these experiences to connect with shoppers, enhance the retail experience, and achieve brand loyalty.With company highlights from brands such as Amazon Go, FIT:MATCH and Sephora,
Swipe, Scan, Shop shows how fashion retailers are embracing the omnichannel retail experience, by using virtual and augmented reality, beacon technologies and facial recognition, among others. As shoppers become more dependent on digital devices as part of their shopping experience, visual merchandisers are adapting by incorporating mobile tech to tell a story, alert shoppers of product locations and inventory levels, and allow for the customization of products and sharing with friends.With a companion website that includes resources and links to further information and videos discuss
Trade ReviewA very useful read, especially about the technological and experiential advances in visual merchandising. -- Juanjuan Wu, Ph.D., Associate Professor, Retail Merchandising, University of Minnesota, USA
Table of Contents1. What is Visual Merchandising? Overview of VM What it includes Why it is used (Commerciality) How visual merchandising has progressed
2. The History and Evolution of Visual Merchandising History of visual merchandising Evolution of visual merchandising and display Incorporating digital technologies Successes and Challenges: Translating the “See Now, Buy Now” to the sales floor Company Spotlight: Sephora
3. Visual Merchandising and Omnichannel Retail Enhancing the online shopping experience Social Media and visual merchandising Using mobile devices (Introduce beacon technologies, interactive displays) Mass Customization Company Spotlight: Ted Baker and Google
4. Store Planning and Design What is store planning? Square Footage vs. Selling Space Materials Furniture Software programs/CAD programs Tradeshows (ie. GlobalShop) Company Spotlight: Visual Retailing (MockShop) or Retail Smart
5. Store Interiors Experiential retail Sensory merchandising Sustainability in visual merchandising Heat Mapping (Data Analytics) Dwell Time (Data Analytics) Company Spotlight: Amazon (AmazonGo)
6. Mannequins and Forms Communicating through mannequins and forms The future of mannequins and forms Company Spotlight: Iconome
7. Exterior and Window Displays Interactive Displays: Who, What, Why Infrared Sensors Facial Recognition Virtual Reality Augmented Reality Mobile Commerce Social Media/Mass Customization
Conclusion What Might We Expect as the Future of VM?
