"A practical introduction to visual merchandising and retail display, from the initial design process through to product handling and experimentation"--
Where 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.
Papildus informācija
A practical introduction to visual merchandising and retail display, from the initial design process through to product handling and experimentation.
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1 The customer experience |
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1 | (24) |
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What is visual merchandising? |
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2 | (1) |
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Designing for the fashion brand |
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3 | (1) |
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Designing the customer experience |
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3 | (1) |
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Visual merchandising elements |
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4 | (1) |
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The creative lifecycle of visual merchandising schemes |
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5 | (2) |
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Visual merchandising roles |
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7 | (10) |
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17 | (1) |
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Working in the visual merchandising industry |
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18 | (2) |
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Interview: Linda Hewson & Hannah Emslie |
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20 | (5) |
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2 Visual merchandising design basics |
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25 | (24) |
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26 | (1) |
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27 | (6) |
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33 | (4) |
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37 | (6) |
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43 | (2) |
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Interview: Matthew Thurston |
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45 | (4) |
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3 Space planning principles |
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49 | (34) |
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Store architecture and retail formats |
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50 | (10) |
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60 | (4) |
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64 | (3) |
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67 | (3) |
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Case Study: Bompas & Parr, Beyond the Waterfall |
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70 | (7) |
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Interview: Nicola Casperson |
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77 | (6) |
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83 | (46) |
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84 | (6) |
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90 | (4) |
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Selection of fashion merchandise |
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94 | (6) |
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100 | (2) |
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102 | (5) |
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Case Study: Harlequin Design |
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107 | (9) |
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Case Study: Proportion London |
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116 | (13) |
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129 | (42) |
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Visual design development |
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130 | (9) |
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Model making and experimentation |
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139 | (3) |
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142 | (3) |
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Presentation and communication of design concepts |
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145 | (4) |
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149 | (17) |
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Interview: Faye McLeod & Ansel Thompson |
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166 | (5) |
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6 The future of visual merchandising |
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171 | (35) |
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Shopping trends and innovations |
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172 | (6) |
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Technology and digital visual merchandising |
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178 | (10) |
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188 | (7) |
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195 | (3) |
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Case Study: Harvey Nichols, the Paper scheme |
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198 | (8) |
| Activities |
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206 | (7) |
| Glossary |
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213 | (2) |
| Index |
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215 | |
Jonathan Baker is the Course Leader for the Postgraduate Certificate in Fashion Visual Merchandising at the London College of Fashion, UK. He is also a freelance industry consultant, writer and blogger and former Chief World Expert in Visual Merchandising for Worldskills.org. Jonathan previously worked within the retail and visual merchandising industry across 18 high street brands, including Topman, Topshop, Burtons.
Sarah Bailey is a Senior Lecturer on the Fashion Retail Branding and Visual Merchandising course at the London College of Fashion, UK. She is a freelance visual merchandising consultant for a number of individual fashion retail clients and brand consultancies, and has over fifteen years of industry experience working with some of the biggest UK fashion and interiors blue-chip retailers.
