A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising and covers both window dressing and in-store areas. Using examples from a range of shops, from fashion emporia to small outlets, the book offers practical advice on the subject, supported by hints and tips from established visual merchandisers.

Table of Contents

• Preface
• The History of Visual Merchandising
• The Role of a Visual Merchandiser
• The day-to-day role of a visual merchandiser
• Training
• Visual merchandising in a department store
• Visual merchandising of multiple chain stores
• Visual merchandising of small retail outlets
• Measuring success
• Store Design
• What is store design?
• Why is store design important?
• Who designs the store?
• How does store design work?
• Store study: Kurt Geiger
• Windows
• Getting to know your windows
• Planning a window display
• Themes and schemes
• Budgeting
• Props
• Designing a window display
• Store study: Printemps
• Color
• Window prepping
• Installing the window display
• Store study: Louis Vuitton
• Lighting
• Signage and graphics
• Window calendar
• Window standards and maintenance, and budget
• Store study: Fortnum & Mason
• In-store Visual Merchandising
• Product adjacencies
• Floor layouts
• Store study: Matthew Williamson
• Fixtures
• Wall fixtures
• Product handling
• Store study: Flight 001
• In-store displays and trend areas
• Point of purhase and add-on sales
• Clearance merchandise
• Signage and tagging
• Lighting
• Ambience
• Retail standards and maintenance, and budget
• Virtual visual merchandising
• Store study: Topshop
• Mannequins
• Sculpting
• Purchasing mannequins
• Dressing a mannequin
• Securing a mannequin
• Grouping mannequins
• Maintenance
• The Visual Merchandiser's Studio
• The visual merchandiser's toolbox
• Health and safety
• Lighting chart
• Glossary
• Further reading
• Acknowledgments