By Tony Morgan
An exceptional creation for retail scholars, this booklet bargains a straightforward reference consultant to all elements of visible advertising and covers either window dressing and in-store components. utilizing examples from a number of retailers, from style emporia to small shops, the ebook bargains sensible recommendation at the topic, supported by means of tricks and counsel from tested visible merchandisers.
It unearths the secrets and techniques in their toolkit and data at the use of mannequins, the most recent know-how, and the way to build and resource props, and explains the psychology at the back of procuring and shopper habit. This re-creation includes new case stories, up-to-date photographs, and new fabric on electronic and interactive visible merchandising.
Presented via colour images, diagrams of flooring layouts, and shop case stories, and together with necessary info corresponding to a word list of phrases utilized in the undefined, Visual Merchandising is a vital guide for someone operating in and studying approximately this interesting zone
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Extra info for Visual Merchandising, Third edition: Windows and in-store displays for retail
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Above right A corner window will attract attention from two angles. It is therefore important to ensure that both windows are eye-catching – as are these in Bershka, San Sebastian, Spain. Below left Positioned at eye level, the showcase is the perfect place in which to present smaller, more precious items, as demonstrated at Cartier in Selfridges, London. 53 Windows Window set-up Before designing a window, the visual merchandiser needs to understand what is available to work with. Ideally, an experienced visual merchandiser would like a blank canvas to work on that has certain features.
I found, however, that the fixtures were sufficient by themselves because the product was visually very strong, so the extra components were not needed. ” On key features John Field (JF) “In the Covent Garden store we wanted to add a key feature: a ‘shoe chandelier’ at the top of the main mirrored staircase that also reflected beautifully into the mirrored ceiling. This was constructed in stainless steel and Perspex from a specialist company in west London normally known for Above right A shoe chandelier made up of 200 “must-have” shoes sits at the top of the mirrored staircase: a true fashion statement that enforces the brand’s concept.
They can be designed to stop passing potential customers in their tracks, as with this window in Printemps, Paris, where dancers perform live in the window. Below When British pop group Florence + the Machine was asked to design a window for Selfridges, London, its members drew inspiration from their hit, “Between Two Lungs”. Here, a mannequin lies with neon lungs on display to the public. 58 Creating a window display that will have an emotional yet thought-provoking effect on customers is not always easy.
