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Contemporary Visual Merchandising and Environmental Design,9780130988843
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Contemporary Visual Merchandising and Environmental Design

by ;
Edition:
3rd
ISBN13:

9780130988843

ISBN10:
0130988847
Format:
Paperback
Pub. Date:
1/1/2004
Publisher(s):
Prentice Hall
List Price: $96.60
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Summary

The latest edition of this widely used textbook features a wealth of new and improved content. Every aspect of the field is covered, ranging from basic theories of visual merchandising and facilities design to the most recent innovations being utilized by professionals working in the field. Features of the revision include: bull; bull;Three completely new chapters bull; bull;Chapter 10: Energizing the Specialty Boutique bull;Chapter 12: Graphics in Today's Retail Environment bull;Chapter 15: Creating an Overall Design Concept From Inception to Conclusion bull;A totally new complement of photographs that reflect the work of today's visual merchandisers and facility designers bull;Sixteen pages of full-color that excitingly depict the works of masters in the field bull;A host of Profiles throughout the text that represent various retail organizations that have distinguished themselves through visual presentation bull;An In The News segment at the conclusion of each chapter featuring reprints of articles that have made the news in professional journals bull;Internet exercises that teach the users how to explore a wealth of websites to solve merchandising and design problems bull;Ancillary materials including PowerPoint presentations and an exciting new video to accompany the book Contemporary Visual Merchandising and Environmental Design provides professional advice and guidance to those aspiring to enter the field or for retailers wishing a better understanding of visual merchandising and design, and how it may improve their own establishments.

Table of Contents

Preface xv
Acknowledgments xvii
Foreword xviii
The Visual Merchandising Concept in a Contemporary Environment
3(24)
Learning Objectives
3(1)
Introduction
3(2)
The Visual Merchandiser's World
5(3)
Department Stores
6(1)
Specialty Chains
7(1)
Freelancers
7(1)
Creating Effective Visual Presentations
8(1)
The Components of Visual Merchandising and Facilities Design
8(5)
Store Design
9(1)
Mannequins
9(1)
Props and Materials
9(1)
Lighting
10(1)
Graphics and Signage
10(1)
Point of Purchase
11(1)
Sound Usage
12(1)
Visual Merchandising and Store Design Websites
13(1)
Other Factors in Visual Merchandising
14(3)
Budgeting
14(2)
The Safety Factor
16(1)
Careers in Visual Merchandising
17(1)
Trends in Visual Merchandising
18(1)
Terms of the Trade
19(1)
Chapter Review
19(1)
Key Points in the Chapter
19(1)
Discussion Questions
20(1)
Case Problems
20(1)
Case 1
20(1)
Case 2
21(1)
In the News
21(1)
The Know-It-All
21(1)
Internet Exercises
22(1)
Exercises and Projects
23(4)
Planning and Developing Visual Presentations
27(20)
Learning Objectives
27(1)
Introduction
27(1)
Department Store In-House Visual Departments
28(6)
The Lord & Taylor Approach
30(4)
Ongoing Visual Tasks
34(1)
Centralized Visual Merchandising
34(4)
The Total Centralized Visual Plan
35(2)
Alternate Central Visual Merchandising Plans
37(1)
Freelance Arrangements
38(1)
Terms of the Trade
39(1)
Chapter Review
39(1)
Key Points in the Chapter
39(1)
Discussion Questions
40(1)
Case Problems
40(1)
Case 1
40(1)
Case 2
41(1)
In the News
41(2)
Christmas Isn't Christmas Anymore or ``Congratulations! It's A Girl!''
41(2)
Internet Exercise
43(1)
Exercises and Projects
44(3)
Facilities Design: Exteriors, Interiors, and Fixturing
47(26)
Learning Objectives
47(1)
Introduction
47(2)
Exteriors
49(2)
Traditional Storefronts and Window Structures
51(4)
Parallel-to-Sidewalk Windows
51(1)
Corner Windows
52(1)
Open-Back Windows
52(1)
Angled Windows
53(1)
Arcades
53(1)
Islands
53(1)
Windowless Windows
54(1)
Circular Windows
54(1)
Shadow Box Windows
55(1)
Architecturally Unique Entranceways
55(2)
Interiors
57(1)
Fixturing
57(3)
Floor Cases
58(1)
Wall Cases
58(1)
Multipurpose Merchandise Systems
59(1)
Island Display Cases and Tables
59(1)
Shadow Boxes
59(1)
Vitrines
59(1)
Show-and-Sell Fixtures
60(1)
The Complete Layout
60(2)
Terms of the Trade
62(1)
Chapter Review
62(2)
Key Points in the Chapter
62(1)
Discussion Questions
63(1)
Case Problems
64(1)
Case 1
64(1)
Case 2
64(1)
In the News
65(2)
Hierarchy: The Highs and Lows of Retail Design
65(2)
Internet Exercises
67(1)
Exercises and Projects
67(6)
Mannequins and Other Human Forms
73(26)
Learning Objectives
73(1)
Introduction
73(2)
Types of Mannequins
75(3)
Traditional Human Forms
75(1)
Ethnic Mannequins
76(1)
Stylized Human Forms
76(1)
Futuristic Human Forms
77(1)
Representational Forms
78(1)
Trimmer-Constructed Mannequins
78(1)
Component Parts of Mannequins
78(4)
Dressing the Mannequin
82(1)
Wigs and Makeup
83(3)
Wigs
84(1)
Makeup
85(1)
Other Human Forms
86(1)
Purchasing Mannequins and Other Human Forms
87(1)
Creating a Mannequin
87(5)
Children's Mannequin
88(1)
Men's Mannequin
88(3)
Women's Mannequin
91(1)
Terms of the Trade
92(1)
Chapter Review
92(1)
Key Points in the Chapter
92(1)
Discussion Questions
93(1)
Case Problems
93(2)
Case 1
93(1)
Case 2
94(1)
In the News
95(1)
Mannequin Alive: Still the Way to Deliver the Brand
95(1)
Internet Exercises
96(1)
Exercises and Projects
96(3)
Materials, Props, and Tools of the Trade
99(26)
Learning Objectives
99(1)
Introduction
99(1)
Materials
100(3)
Construction Boards
100(2)
Fabric
102(1)
Paper
102(1)
Paint
102(1)
Carpet
103(1)
Wood
103(1)
Other Materials
103(1)
Props
103(8)
Found Objects
103(2)
Furniture
105(1)
Merchandise Used as Props
105(1)
Display House Props
106(4)
In-House Construction
110(1)
Tools and Accessories
111(2)
Terms of the Trade
113(1)
Chapter Review
114(1)
Key Points in the Chapter
114(1)
Discussion Questions
114(1)
Case Problems
115(1)
Case 1
115(1)
Case 2
115(1)
In the News
116(1)
Self-Surface: Retailers Uncover Materials to Fit Their Design Needs
116(1)
Internet Exercises
117(1)
Exercises and Projects
117(8)
Principles of Design
125(22)
Learning Objectives
125(1)
Introduction
125(1)
Balance
126(3)
Symmetrical Balance
127(1)
Asymmetrical Balance
127(2)
Emphasis
129(4)
Size
129(1)
Repetition
129(1)
Contrast
129(2)
Unique Placement
131(2)
Proportion
133(1)
Rhythm
134(2)
Repetition
135(1)
Continuous Line
135(1)
Progression
135(1)
Radiation
135(1)
Alternation
136(1)
Harmony
136(2)
Terms of the Trade
138(1)
Chapter Review
139(1)
Key Points in the Chapter
139(1)
Discussion Questions
139(1)
Case Problems
140(1)
Case 1
140(1)
Case 2
140(1)
In the News
141(1)
A Giant on the Cutting Edge: The Freshening of the Mall of America
141(1)
Internet Exercises
142(1)
Exercises and Projects
142(5)
Color: Fundamental Concepts and Applications
147(26)
Learning Objectives
147(1)
Introduction
147(1)
Dimensions of Color
148(1)
Hue
148(1)
Value
148(1)
Intensity
148(1)
The Color Wheel
149(1)
Color Harmonies
149(4)
Monochromatic
149(1)
Analogous
149(2)
Complementary
151(1)
Split Complementary
151(1)
Double Complementary
151(2)
Triad
153(1)
The Neutral Ingredients
153(1)
Choosing a Color Scheme
154(1)
Psychology of Color
154(3)
Warm and Cool Colors
154(1)
Advancing and Receding Colors
155(1)
The Emotional Effects of Color
156(1)
Terms of the Trade
157(1)
Chapter Review
157(1)
Key Points in the Chapter
157(1)
Discussion Questions
157(1)
Case Problems
158(1)
Case 1
158(1)
Case 2
159(1)
In the News
159(2)
The Color of Retail: A Fint of Technology
159(2)
Internet Exercises
161(1)
Exercises and Projects
161(12)
Lighting: Dramatizing the Selling Floor and Display Areas
173(26)
Learning Objectives
173(1)
Introduction
173(2)
Retailing's Principal Lighting Requirements
175(1)
Assessment of Lighting Needs
176(1)
Lighting Plans
176(1)
General Lighting
176(1)
Accent Lighting
177(1)
Light Sources
177(4)
Fluorescents
178(2)
Incandescents
180(1)
Fiber-Optic Lighting
180(1)
High-Intensity Discharge Bulbs
180(1)
Neon
181(1)
Halogen
181(1)
Low-Voltage Lighting
181(1)
Lighting Fixtures and Systems
182(4)
Recessed Lighting
182(2)
Track Lighting
184(1)
Decorative Lighting
185(1)
Lighting with Color
186(1)
Lighting Accessories
186(1)
Light System Acquisition
186(2)
Terms of the Trade
188(1)
Chapter Review
188(1)
Key Points in the Chapter
188(1)
Discussion Questions
189(1)
Case Problems
189(1)
Case 1
189(1)
Case 2
190(1)
In the News
190(3)
Earth-Shattering
190(3)
Internet Exercises
193(1)
Exercises and Projects
193(6)
Themes and Settings for Windows and Interiors
199(26)
Learning Objectives
199(1)
Introduction
199(1)
The Total Environment Philosophy
200(2)
Types of Themes
202(8)
Seasonal
202(1)
Summer
202(1)
Fall
202(2)
Winter
204(1)
Spring
205(1)
Holidays
205(4)
Creative Themes
209(1)
Institutional Themes
210(1)
Other Themes and Settings
210(3)
Ensemble Displays
213(1)
Unit Displays
213(1)
Special Events and Promotions
213(2)
Terms of the Trade
215(1)
Chapter Review
215(1)
Key Points in the Chapter
215(1)
Discussion Questions
215(1)
Case Problems
216(1)
Case 1
216(1)
Case 2
216(1)
In the News
217(2)
Sand Castle: Speedo's London Flagship Is a Day at an Australian Beach
217(2)
Internet Exercises
219(1)
Exercises and Projects
219(6)
Energizing the Specialty Boutique
225(20)
Learning Objectives
225(1)
Introduction
225(1)
Color: The ``Free'' Visual Element
226(1)
Low-Cost Lighting
227(1)
Display Props
228(3)
Merchandise as Props
228(2)
Borrowed Props
230(1)
Discarded Props
230(1)
Alternatives to Traditional Mannequins
231(1)
In-House Creations
232(1)
Basic Forms
232(1)
No-Cost Point-of-Purchase Props
232(1)
In-House Signage Production
233(1)
Planning the Purchase for Visual Effectiveness
233(2)
Terms of the Trade
235(1)
Chapter Review
235(1)
Key Points in the Chapter
235(1)
Discussion Questions
235(1)
Case Problems
236(1)
Case 1
236(1)
Case 2
237(1)
In the News
237(2)
Light and Lively: How Benetton Turned Up the Voltage in California
237(2)
Internet Exercises
239(1)
Exercises and Projects
240(5)
Signage: The Tool That Tells a Story
245(20)
Learning Objectives
245(1)
Introduction
245(1)
Types of Signs
246(5)
Banners
246(1)
Wall Signs
246(2)
Fixture-Contained Signage
248(1)
Valance Signs
248(1)
Signs on Glass
249(1)
Pennants
249(1)
Moving Message Signs
250(1)
Track Signage
250(1)
Neon Signage
250(1)
Simulated Neon Signs
250(1)
Sign Materials
251(1)
Letter Materials
252(2)
In-House Sign Production
254(1)
Sign Layout
254(1)
Key Points in Creating Signs
255(1)
Commercial Sign Sources
255(1)
Terms of the Trade
256(1)
Chapter Review
256(1)
Key Points in the Chapter
256(1)
Discussion Questions
256(1)
Case Problems
257(1)
Case 1
257(1)
Case 2
257(1)
In the News
258(1)
By the Numbers: Two Studies Say Digital Displays Drive Sales
258(1)
Internet Exercises
259(1)
Exercises and Projects
259(6)
Graphics in the Retail Environment
265(22)
Learning Objectives
265(1)
Introduction
265(1)
Graphics Development and Procurement
266(1)
Graphic Images
267(2)
Original Photography
267(1)
Stock Photography
268(1)
Stock Agencies
268(1)
Classifications of Graphics
269(5)
Backlit Transparencies
269(1)
Digital Images
270(1)
Prismatic Displays
271(1)
Motion Displays
271(1)
Simulated Neon Graphics
272(1)
Light Walls
273(1)
Banners
274(1)
First-Hand Evaluation of Graphic Technology and Products
274(1)
Vendor Headquarters
274(1)
Trade Shows
274(1)
In-Store Visits
275(1)
Maximizing the Effectiveness of Graphic Displays
275(1)
Terms of the Trade
276(1)
Chapter Review
277(1)
Key Points in the Chapter
277(1)
Discussion Questions
277(1)
Case Problems
278(2)
Case 1
278(1)
Case 2
279(1)
In the News
280(1)
Discover Mills' Graphics Keep Georgia on the Mind
280(1)
Internet Exercises
280(1)
Exercises and Projects
281(6)
Point-of-Purchase Display
287(18)
Learning Objectives
287(1)
Introduction
287(1)
Retail Point-of-Purchase Users
288(5)
Mass Merchandisers
289(1)
Supermarkets
289(1)
Warehouse Clubs
290(1)
Pharmacies
290(1)
Greeting Card Stores
290(1)
Specialty Organizations
290(1)
Department Stores
291(2)
Major Reasons for Point-of-Purchase Use
293(1)
Point-of-Purchase Fixtures
293(3)
Interactive Video
293(1)
Gondolas
293(1)
Closed-Circuit Video
294(1)
Motion Creations
295(1)
In-Store Shops
295(1)
Countertop Cases
295(1)
Cardboard Fixtures
295(1)
Computer Stations
296(1)
Terms of the Trade
296(1)
Chapter Review
296(1)
Key Points in the Chapter
296(1)
Discussion Questions
297(1)
Case Problems
297(1)
Case 1
297(1)
Case 2
298(1)
In the News
298(2)
POP Progress Slow But Sure
298(2)
Internet Exercises
300(1)
Exercises and Projects
300(5)
Execution of a Visual Presentation
305(24)
Learning Objectives
305(1)
Introduction
305(1)
Selecting the Merchandise
306(1)
Preparing the Merchandise
307(1)
Assembling Props and Materials
308(2)
Preparing the Display Space
310(1)
Selecting Mannequins and Forms
310(2)
Preparing the Lighting
312(1)
Installing the Display
312(2)
Display Sketches
314(1)
Graphic Floor Plans
314(1)
Developing Specific Displays
314(4)
The Spaeth Design Approach
314(4)
Terms of the Trade
318(1)
Chapter Review
318(1)
Key Points in the Chapter
318(1)
Discussion Questions
319(1)
Case Problems
319(1)
Case 1
319(1)
Case 2
320(1)
In the News
320(2)
Prop It Up, Prop It Down
320(2)
Internet Exercise
322(1)
Exercises and Projects
323(6)
Creating the Overall Concept: From Conception to Completion
329(28)
Learning Objectives
329(1)
Introduction
329(1)
Ancillary Design Components
330(4)
Hangtags
330(2)
Packaging
332(1)
Logos
332(1)
Labels
333(1)
Facilities Creation
334(1)
Promotional Endeavors
335(3)
Marketing Campaigns
336(2)
Putting it Together: The Timberland Story
338(4)
Terms of the Trade
342(1)
Chapter Review
342(1)
Key Points in the Chapter
342(1)
Discussion Questions
343(1)
Case Problems
343(2)
Case 1
343(1)
Case 2
344(1)
In the News
345(1)
Mamma Mia! It's a Shop
345(1)
Internet Exercises
346(1)
Exercises and Projects
347(10)
Index 357

Excerpts

As the new millennium began, retailers found themselves in a competitive environment that was more challenging than they ever had to face in the past. Not only were the bricks and mortar operations facing greater competition from other similar companies, but the ever-increasing presence of off-site merchants made the art of conducting business even more difficult. Catalogs and E-tailers were achieving record sales, and while many of these retailers were divisions of some of these brick and mortar companies, others were primarily positioned as off-site businesses, giving extra competition to the merchants who subscribed tomultichannel retailing.The bricks and mortar companies were faced with yet additional competition from the steady increase of sales coming from the home shopping channels. Enter the visual merchandisers. If properly trained, they have the necessary insights and abilities to help retail operations distinguish and differentiate themselves from the competition, giving them an individuality so important to success in this challenging business arena. If given the opportunity to apply their artistic talents to the needs of the contemporary retail environments, they often deliver the concepts and designs that make their companies visually unique. Unlike yesteryear when they were generally referred to as display persons, today's practitioners are expected not only to design and install window and interior displays, but also to take a major role in the development of the brick and mortar facilities design. They are involved in merchandise fixture selection, lighting systems, and a host of other duties and responsibilities that bring their retail environments into the twenty-first century. The third edition of this text, now titledContemporary Visual Merchandising and Environmental Design,explores all of the aspects of visual presentation and addresses the ways in which each of these are used to translate the store's interiors and windows from the mundane to arenas of visual excitement. As in the previous editions, the principles and practices performed by the company's visual team are updated to reflect the trends of this new millennium. In addition, there are numerous additions to this edition that address what is currently taking center stage in the visual environments all across the country. New to this edition are the following chapters: Chapter 10, "Energizing the Specialty Boutique," examines the ways in which small retailers with very limited funds can improve their premises and make them more eye-appealing to the shoppers who frequent them. Chapter 12, "Graphics in the Retail Environment," discusses the numerous ways retailers are using the different types of graphic presentations to add pizzazz to their windows and interiors without taxing their visual budgets. Chapter 15, "Creating the Overall Design Concept: From Conception to Installation," explores the various components that today's retail and other businesses are using to energize their premises and private brands. Additionally, the following has been added to bring the reader to the latest and greatest in visual merchandising and facilities design: A totally new complement of photographs that reflects the work of today's visual merchandisers. The expansion of eight full-color pages to sixteen, which excitingly portrays the state of visual merchandising today. Internet exercises that require the students to use their computers for research related to visual merchandising. A Profile in each chapter that presents businesses in various segments of retailing who have distinguished themselves through creative visual presentation. An In the News segment at the conclusion of each chapter that features reprints of articles that have made news in professional journals. An electronic test bank that will offer a variety of questio


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