Description
Book SynopsisWhere 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.
Table of ContentsIntroduction 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
