Visual Merchandising, Third edition: Windows and in-store by Tony Morgan

By Tony Morgan

An exceptional creation for retail scholars, this booklet bargains a simple reference advisor to all elements of visible promotion and covers either window dressing and in-store parts. utilizing examples from a variety of retailers, from type emporia to small shops, the e-book bargains useful suggestion at the topic, supported via tricks and guidance from proven visible merchandisers.

It unearths the secrets and techniques in their toolkit and knowledge at the use of mannequins, the most recent know-how, and the way to build and resource props, and explains the psychology in the back of purchasing and shopper habit. This new version includes new case experiences, up-to-date photos, and new fabric on electronic and interactive visible merchandising.

Presented via colour images, diagrams of ground layouts, and shop case stories, and together with priceless details comparable to a thesaurus of phrases utilized in the undefined, Visual Merchandising is a vital instruction manual for someone operating in and studying approximately this fascinating quarter

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Visual Merchandising, Third edition: Windows and in-store displays for retail

A superb advent for retail scholars, this publication deals a straightforward reference consultant to all features of visible promotion and covers either window dressing and in-store components. utilizing examples from a number retailers, from model emporia to small shops, the publication deals functional suggestion at the topic, supported via tricks and information from verified visible merchandisers.

Additional info for Visual Merchandising, Third edition: Windows and in-store displays for retail

Sample text

In that instance, it is always best to start off with a simple yet effective design that will win the support of the retailer. Understanding the products and the perceived image of the store will always be an advantage. More often than not, a store-owner enlisting the help of a professional visual merchandiser will expect the product to be presented well and to be the prominent feature within the window, with props used in a supporting role. If, however, you have more creative freedom to choose the product, you should first understand the theme and then consider what look and message you hope to project to the customers.

Visual merchandisers, architects and interior designers have always worked hand in hand to create retail environments that are inspirational yet commercial and above all, a canvas on which visual merchandisers can demonstrate their skills. It would be senseless for an architect to develop a store’s interior without first understanding the visual merchandiser’s needs and requirements. A good store design will show products to their best advantage. Walkways, lighting and signage are all major features that need to be discussed even before the important fixtures are designed.

Many retailers prefer them because they make the interior of the shop visible from the outside. This does mean, however, that the interior will need to be maintained and look attractive at all times. These windows can be more difficult to dress because they are viewed from both outside and inside. Unlike in the closed window, expensive merchandise would not be secure, so it is not suitable for use in this type of window. Thought also needs to be given to the possibility that customers may be able to touch the display.

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