Sarah Bailey, Jonathan Baker

Visual Merchandising for Fashion (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury eBooks UK
• Seitenzahl: 232
• Erscheinungstermin: 21. Oktober 2021
• Englisch
• ISBN-13: 9781350071612
• Artikelnr.: 62837078

Autorenporträt

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.

Inhaltsangabe

Introduction 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