Silent Selling : Best Practices and Effective Strategies in Visual Merchandising

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  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2006-02-28
  • Publisher: Bloomsbury USA Academic
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This new edition of the best-selling textbook, which captures the direction in which today's retail industry is moving, will lead students beyond the basics of visual merchandising. Experts' recent discoveries and valuable new techniques provide essential tools to create and deliver professional-quality presentations that will facilitate their move from the classroom to the workplace. Readers are encouraged to think out of the box while using Bell's Look-Compare-Innovate model, which is at the core of reinventions taking place in retail organisations worldwide.

Table of Contents

Prefacep. xi
Preparation for Visual Creativityp. 1
Creative Thinking: Getting "Out of the Box"p. 3
It Begins with Creativityp. 4
The Creative Process in Visual Merchandisingp. 4
Out-of-the-Box Thinkingp. 4
O'Brien's View of Creative Problem Solvingp. 5
Bell's Approach: Look, Compare, Innovatep. 6
The SCAMPER Modelp. 7
Best Practices and Practical Applicationsp. 8
A One-of-a-Kind Creative Merchandiserp. 9
Additional Creative Resourcesp. 10
Five Top Innovative Thinkersp. 11
Guidelines for Implementing Ideas on the Jobp. 13
Building and Sustaining a Creative Work Environmentp. 15
What Is Visual Merchandising?p. 19
Visual Merchandising Supports Salesp. 20
Visual Merchandising Supports Retail Strategiesp. 20
Visual Merchandising Communicates with Customersp. 21
Visual Merchandising Communicates Retail Brand Imagep. 22
Stretching Brand Imagep. 24
Shopping Is a Form of Communicationp. 25
How Do Customers Process Visual Merchandising Messages?p. 27
Information Processing in a Visual Merchandising Strategyp. 27
Visual Merchandising Supports Sellingp. 29
How Does Visual Merchandising Support Retailing Trends?p. 30
Core Design Strategiesp. 35
The Visual Merchandiser Is a Design Strategistp. 36
Atmospherics as a Merchandising Strategyp. 36
Design Elements and Principlesp. 37
Color as a Merchandising Strategyp. 38
Color Schemesp. 38
Color as a Communication Toolp. 39
Color in Store Decorp. 40
Color as a Fashion Merchandising Strategyp. 40
The How-to of Color Coordinationp. 41
Color Systemsp. 41
Balance as a Merchandising Strategyp. 42
Rhythm as a Merchandising Strategyp. 43
Proportion as a Merchandising Strategyp. 48
Texture as a Merchandising Strategyp. 48
Harmony as a Merchandising Strategyp. 49
Emphasis as a Merchandising Strategyp. 50
Practices and Strategies for the Selling Floorp. 57
Layout and Fixtures for Fashion Apparelp. 59
Creating Retail Atmospherep. 60
Types of Retail Storesp. 60
Store Layoutsp. 62
Guidelines for Universal Accessp. 64
Layouts within Selling Departmentsp. 68
Merchandise Placement Guidelinesp. 72
Clearance Merchandisep. 73
Clearance Presentation Guidelinesp. 73
Store Fixturesp. 74
Capacity, Feature, and Signature Fixturesp. 74
Conventional Metal Floor Fixturesp. 75
Round Racksp. 75
Presentation Guidelines for Round Racksp. 77
Superquadsp. 79
Gondolasp. 79
Bins and Cubesp. 80
Guidelines for Fashion Cubesp. 80
Conventional Floor Feature Fixturesp. 82
Presentation Guidelines for Feature Fixturesp. 82
Conventional Wall Capacity Fixturesp. 84
Garment Rods and Crossbarsp. 84
Slatwall and Gridwallp. 84
Wall System Accessoriesp. 85
Shelvingp. 85
Conventional Wall Feature Fixturesp. 87
Waterfallsp. 87
Straight Armsp. 87
Furniture Fixtures and Antiquesp. 87
Tablesp. 88
"Found" Objects as Fixturesp. 89
Vendor Fixtures and Shopsp. 89
Custom Fixturesp. 90
Custom Fixture Guidelinesp. 92
NASFMp. 92
Fixturing the Accessory Departmentp. 93
Accessory Presentation Guidelinesp. 93
Accessory Showcase Presentationp. 96
Open-Sell Accessory Fixturesp. 98
Specialized Accessory Fixturesp. 99
Fashion Apparel Wall Setupsp. 107
Walls as Retail Selling Toolsp. 108
Walls as Destinationsp. 108
Walls as Store Fixturesp. 109
The Visual Merchandising Tool Kitp. 109
Wall Dividersp. 109
Decorative Lighting Fixturesp. 110
Lighting Techniques for Wallsp. 111
Selecting Fixtures for Wall Presentationsp. 112
Selecting Merchandise for Wall Presentationsp. 112
Using Balance in Wall Presentationsp. 114
Signing and Graphics in Wall Presentationsp. 115
Visual Merchandising Props in Wall Presentationsp. 117
Guidelines for Wall Setupsp. 117
Folding Techniques for Shelved Productsp. 121
Wall Planogramsp. 126
Creating Wall Planogramsp. 127
Priority Wall Areasp. 129
Fashion Apparel and Accessory Coordinationp. 137
Selecting Merchandise for Displayp. 138
Coordinating by End Usep. 139
Coordinating by Fabricationp. 140
Coordinating by Stylep. 140
Coordinating by Colorp. 140
Advanced Color Coordinatingp. 141
Color Coordinating with the Basic Color Wheelsp. 142
Seasonal Color Schemesp. 142
Coordinating Patterned Piecesp. 142
Coordinating Brand Namesp. 143
Coordinating by Trendp. 143
Dressing a Coordinate Display Hangerp. 144
Coordination Resourcesp. 145
Home Fashion Presentationp. 151
Home Fashion Storesp. 152
Store Entrancesp. 152
Store Layoutp. 155
Floor Feature Fixturesp. 156
Floor Capacity Fixturesp. 158
Furniture and Found Fixturesp. 160
Wall Fixturesp. 160
Merchandise Presentationp. 162
Successful Presentation Strategies for Wallsp. 163
Basic Wall Planogramsp. 165
Home Fashion Display Techniquesp. 167
Self-Selection Displaysp. 167
Editorial Spacesp. 168
Basic Display Construction for Tabletops and Display Shelvesp. 168
Floral Displaysp. 170
Home Fashion Resourcesp. 172
Home Fashion Store Brand Analysisp. 173
Communicating Retail Atmosphericsp. 187
Signingp. 189
Communication through Signingp. 190
Communicating Brand Imagep. 190
Communicating through Operational Signingp. 190
Communicating through Signing Mediap. 191
Communicating Tonep. 194
Signing Merchandisep. 196
Signing Presentationp. 197
Handmade Signsp. 199
Sign Designp. 199
Sign Layoutp. 200
Sign Copywritingp. 200
Designing Your First Signp. 201
Signing Productionp. 202
Sign Holdersp. 205
Signing Resourcesp. 205
Lightingp. 211
Lighting Defines Store Brand Imagep. 212
Lighting Technologyp. 212
Lighting Functionsp. 213
Lighting Systemsp. 214
Combined Lighting Systemsp. 215
Lighting Windows and Editorial Displaysp. 216
Priority Lighting Checklistp. 217
General Guidelines for Lightingp. 217
Trend Awarenessp. 220
Visual Practices for Nontraditional Venuesp. 225
Grocery and Food Service Storesp. 227
Food as Fashionp. 228
A Brief Grocery Historyp. 231
Consumer-Driven Changesp. 231
Home Meal Replacementp. 232
Impulse Shoppingp. 232
Internet Convenience Shoppingp. 232
Organically Grown Foodsp. 233
Genetically Modified Organism Productsp. 233
Organic and Natural Food Marketsp. 233
Ethnic and Exotic Foodsp. 234
Future Trendsp. 234
Types of Grocery and Food Service Storesp. 235
Traditional/Conventional Supermarketsp. 235
Specialty Grocersp. 236
Hypermarkets/Superstoresp. 236
Warehouse Storesp. 236
Membership/Wholesale Clubsp. 236
Public Marketsp. 236
Pharmacy/Food Storesp. 236
Convenience Storesp. 236
Co-opsp. 237
Store Layout and Fixturesp. 237
Gondola Fixturesp. 238
Custom-Made Fixturesp. 238
Wallsp. 239
Store Furnishingsp. 240
Graphicsp. 242
The Visual Merchandiser's Rolep. 243
Professional Developmentp. 243
Grocery and Food Product Presentationp. 244
Grocery Shelves and Endcapsp. 244
Cross-Merchandising Tabletop Displaysp. 246
Resourcesp. 247
Fixture Trade Showsp. 247
Websitesp. 247
Magazines, Books, and Televisionp. 247
Nontraditional Retailingp. 253
Specialized Marketingp. 254
Kiosksp. 254
Kiosk Fixture Designp. 254
Kiosk Typesp. 255
Miniature Interactive Kiosksp. 256
Kiosk Fixture Resourcesp. 259
Presenting Merchandise in Kiosksp. 259
Internet Retailing (E-tailing)p. 260
Presenting Images for the Camerap. 261
Presenting Images On-Screenp. 263
Special Eventsp. 263
Fashion Showsp. 264
Tools and Techniques for Merchandise Displayp. 271
The Magic of the Display Windowp. 273
Retail Theaterp. 274
Architectural Window Stylesp. 274
Enclosed Windowsp. 275
Open-Back Windowsp. 276
Window Display in Practicep. 277
Window Merchandising Functionsp. 277
Nonmerchandising Window Functionsp. 279
Window Display Theoryp. 279
Fantasy-to-Reality Theoryp. 279
Window Display Themesp. 280
The Mechanics of Window Magicp. 281
Techniques for Positioning Mannequins in Windowsp. 282
Mannequins with Trousersp. 283
Tips for Propping Windowsp. 283
Techniques for Buildups in Windowsp. 285
Techniques for Lightingp. 285
Techniques for Ledges and Display Casesp. 288
Housekeepingp. 288
Windows as an Art Formp. 290
Mannequins and Mannequin Alternativesp. 295
Communicating Self-Image and Fashion Imagep. 296
Mannequin Evolutionp. 296
Sourcing Mannequinsp. 299
Internet Sourcingp. 299
Trade Publicationsp. 302
Trade Showsp. 302
Field Tripsp. 302
Choosing and Buying Mannequinsp. 303
Mannequin Trendsp. 303
Designing and Manufacturing Mannequinsp. 304
Matching Mannequins to Imagesp. 306
Mannequin Alternativesp. 310
Purchasing Mannequinsp. 312
Receiving and Unpacking Mannequinsp. 313
Learning Sizes of Mannequinsp. 313
Selecting Garments for Mannequinsp. 313
Dressing Mannequinsp. 314
Maintaining Mannequinsp. 319
Scheduling Changesp. 320
Positioning and Propping Mannequinsp. 320
Maintaining Mannequin Imagep. 322
Building a Visual Merchandising Departmentp. 327
Organizing Your Professional Work Environmentp. 328
Becoming the "Go-To Person"p. 328
Setting Up Your Toolboxp. 329
Setting Up Your Officep. 330
Basic Office Suppliesp. 330
Basic Desk Referencesp. 330
Basic Organizer Systemsp. 331
Maintaining Your Officep. 331
Building a Multimedia Resource Centerp. 332
Capturing Ideasp. 332
Gathering Insights and Inspirationsp. 332
Reading about the Industryp. 332
Building a Manufacturers' Libraryp. 334
Building a Photo Libraryp. 334
Building a Materials Libraryp. 335
Building a Travel or Market Libraryp. 335
Markets, Trade Shows, and Exhibitionsp. 336
Planning a Productive Market Tripp. 337
Shopping the Trade Showsp. 338
Setting Up Visual Merchandising Projectsp. 339
Setting Up and Managing a Visual Merchandising Budgetp. 341
Tracking and Reporting Systemsp. 341
Writing Purchase Ordersp. 342
Creating an Executive Presentationp. 342
Career Strategiesp. 349
Visual Merchandising Careersp. 351
Beginning a Career in Visual Merchandisingp. 352
Twenty-One Visual Merchandising Careersp. 354
Retail Organizational Structuresp. 362
Visual Merchandising Career Strategiesp. 362
Career Tipsp. 362
Getting Along in the Workplacep. 365
Getting Ahead in the Workplacep. 366
Working with Right-Brain and Left-Brain Personalitiesp. 367
Networkingp. 367
Getting Your Foot in the Doorp. 368
Documenting Your Professional Qualificationsp. 369
Interviewing Effectivelyp. 372
Connecting with the Industryp. 373
Future Career Goalsp. 373
Glossaryp. 379
Directory of Visual Merchandising Professionalsp. 383
References and Resourcesp. 389
Indexp. 393
Table of Contents provided by Ingram. All Rights Reserved.

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