VISUAL MERCHANDISING 视觉行销
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作者： Tony Morgan著
出 版 社：
出版时间： 2008-10-1字数：版次： 1页数： 208印刷时间：开本： 16开印次： 1纸张：I S B N ： 9781856695398包装： 平装内容简介
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 stores from fashion emporia to supermarkets, the book offers practical advice on the subject, supported by hints and tips from established visual merchandisers. It reveals the secrets of their tool kit, and information on the use of mannequins, the latest technology, how to construct and source props, and explains the psychology behind shopping and buyer behavior.
Presented through color photographs, diagrams of floor layouts, and store case studies, and including invaluable information such as a glossary of terms used in the industry, Visual Merchandising is an essential handbook for anyone working in and learning about this exciting area.
目录
Preface
The History ofVisual Merchandising
Visual Merchandiser
The day-to-day role of avisual merchandiser
Training
Visual merchandising in a
department store
Visual merchandising of
multiple chain stores
Visual merchandising of
small retail outlets
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:
Lane Crawford
Colour
Window prepping
Installing the window display
Lighting
Signage and graphics
Window calendar
Window standardsand maintenance, and budget
Store study:Fortnum & Mason
In-store Visual Merchandising
Product adjacencies
Floor layouts
Store study:Atelier 1
Fixtures and fittings
Wall fixtures
Product handling
Store study:Flight 001
In-store displays and hot shops
Point of sale and add-on sales
Clearance merchandise
Signage and ticketing
Lighting
Ambience
Retail standards and
maintenance, and budget
Virtual visual merchandising
……
