Silent Selling : Best Practices and Effective Strategies in Visual Merchandising

by Bell, Judith

• ISBN13: 9781563673962
• ISBN10: 1563673967
• Edition: 3rd
• Format: Hardcover
• Copyright: 2006-02-28
• Publisher: Bloomsbury USA Academic

Summary

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

Preface	p. xi
Preparation for Visual Creativity	p. 1
Creative Thinking: Getting "Out of the Box"	p. 3
It Begins with Creativity	p. 4
The Creative Process in Visual Merchandising	p. 4
Out-of-the-Box Thinking	p. 4
O'Brien's View of Creative Problem Solving	p. 5
Bell's Approach: Look, Compare, Innovate	p. 6
The SCAMPER Model	p. 7
Best Practices and Practical Applications	p. 8
A One-of-a-Kind Creative Merchandiser	p. 9
Additional Creative Resources	p. 10
Five Top Innovative Thinkers	p. 11
Guidelines for Implementing Ideas on the Job	p. 13
Building and Sustaining a Creative Work Environment	p. 15
What Is Visual Merchandising?	p. 19
Visual Merchandising Supports Sales	p. 20
Visual Merchandising Supports Retail Strategies	p. 20
Visual Merchandising Communicates with Customers	p. 21
Visual Merchandising Communicates Retail Brand Image	p. 22
Stretching Brand Image	p. 24
Shopping Is a Form of Communication	p. 25
How Do Customers Process Visual Merchandising Messages?	p. 27
Information Processing in a Visual Merchandising Strategy	p. 27
Visual Merchandising Supports Selling	p. 29
How Does Visual Merchandising Support Retailing Trends?	p. 30
Core Design Strategies	p. 35
The Visual Merchandiser Is a Design Strategist	p. 36
Atmospherics as a Merchandising Strategy	p. 36
Design Elements and Principles	p. 37
Color as a Merchandising Strategy	p. 38
Color Schemes	p. 38
Color as a Communication Tool	p. 39
Color in Store Decor	p. 40
Color as a Fashion Merchandising Strategy	p. 40
The How-to of Color Coordination	p. 41
Color Systems	p. 41
Balance as a Merchandising Strategy	p. 42
Rhythm as a Merchandising Strategy	p. 43
Proportion as a Merchandising Strategy	p. 48
Texture as a Merchandising Strategy	p. 48
Harmony as a Merchandising Strategy	p. 49
Emphasis as a Merchandising Strategy	p. 50
Practices and Strategies for the Selling Floor	p. 57
Layout and Fixtures for Fashion Apparel	p. 59
Creating Retail Atmosphere	p. 60
Types of Retail Stores	p. 60
Store Layouts	p. 62
Guidelines for Universal Access	p. 64
Layouts within Selling Departments	p. 68
Merchandise Placement Guidelines	p. 72
Clearance Merchandise	p. 73
Clearance Presentation Guidelines	p. 73
Store Fixtures	p. 74
Capacity, Feature, and Signature Fixtures	p. 74
Conventional Metal Floor Fixtures	p. 75
Round Racks	p. 75
Presentation Guidelines for Round Racks	p. 77
Superquads	p. 79
Gondolas	p. 79
Bins and Cubes	p. 80
Guidelines for Fashion Cubes	p. 80
Conventional Floor Feature Fixtures	p. 82
Presentation Guidelines for Feature Fixtures	p. 82
Conventional Wall Capacity Fixtures	p. 84
Garment Rods and Crossbars	p. 84
Slatwall and Gridwall	p. 84
Wall System Accessories	p. 85
Shelving	p. 85
Conventional Wall Feature Fixtures	p. 87
Waterfalls	p. 87
Straight Arms	p. 87
Furniture Fixtures and Antiques	p. 87
Tables	p. 88
"Found" Objects as Fixtures	p. 89
Vendor Fixtures and Shops	p. 89
Custom Fixtures	p. 90
Custom Fixture Guidelines	p. 92
NASFM	p. 92
Fixturing the Accessory Department	p. 93
Accessory Presentation Guidelines	p. 93
Accessory Showcase Presentation	p. 96
Open-Sell Accessory Fixtures	p. 98
Specialized Accessory Fixtures	p. 99
Fashion Apparel Wall Setups	p. 107
Walls as Retail Selling Tools	p. 108
Walls as Destinations	p. 108
Walls as Store Fixtures	p. 109
The Visual Merchandising Tool Kit	p. 109
Wall Dividers	p. 109
Decorative Lighting Fixtures	p. 110
Lighting Techniques for Walls	p. 111
Selecting Fixtures for Wall Presentations	p. 112
Selecting Merchandise for Wall Presentations	p. 112
Using Balance in Wall Presentations	p. 114
Signing and Graphics in Wall Presentations	p. 115
Visual Merchandising Props in Wall Presentations	p. 117
Guidelines for Wall Setups	p. 117
Folding Techniques for Shelved Products	p. 121
Wall Planograms	p. 126
Creating Wall Planograms	p. 127
Priority Wall Areas	p. 129
Fashion Apparel and Accessory Coordination	p. 137
Selecting Merchandise for Display	p. 138
Coordinating by End Use	p. 139
Coordinating by Fabrication	p. 140
Coordinating by Style	p. 140
Coordinating by Color	p. 140
Advanced Color Coordinating	p. 141
Color Coordinating with the Basic Color Wheels	p. 142
Seasonal Color Schemes	p. 142
Coordinating Patterned Pieces	p. 142
Coordinating Brand Names	p. 143
Coordinating by Trend	p. 143
Dressing a Coordinate Display Hanger	p. 144
Coordination Resources	p. 145
Home Fashion Presentation	p. 151
Home Fashion Stores	p. 152
Store Entrances	p. 152
Store Layout	p. 155
Floor Feature Fixtures	p. 156
Floor Capacity Fixtures	p. 158
Furniture and Found Fixtures	p. 160
Wall Fixtures	p. 160
Merchandise Presentation	p. 162
Successful Presentation Strategies for Walls	p. 163
Basic Wall Planograms	p. 165
Home Fashion Display Techniques	p. 167
Self-Selection Displays	p. 167
Editorial Spaces	p. 168
Basic Display Construction for Tabletops and Display Shelves	p. 168
Floral Displays	p. 170
Home Fashion Resources	p. 172
Home Fashion Store Brand Analysis	p. 173
Communicating Retail Atmospherics	p. 187
Signing	p. 189
Communication through Signing	p. 190
Communicating Brand Image	p. 190
Communicating through Operational Signing	p. 190
Communicating through Signing Media	p. 191
Communicating Tone	p. 194
Signing Merchandise	p. 196
Signing Presentation	p. 197
Handmade Signs	p. 199
Sign Design	p. 199
Sign Layout	p. 200
Sign Copywriting	p. 200
Designing Your First Sign	p. 201
Signing Production	p. 202
Sign Holders	p. 205
Signing Resources	p. 205
Lighting	p. 211
Lighting Defines Store Brand Image	p. 212
Lighting Technology	p. 212
Lighting Functions	p. 213
Lighting Systems	p. 214
Combined Lighting Systems	p. 215
Lighting Windows and Editorial Displays	p. 216
Priority Lighting Checklist	p. 217
General Guidelines for Lighting	p. 217
Trend Awareness	p. 220
Visual Practices for Nontraditional Venues	p. 225
Grocery and Food Service Stores	p. 227
Food as Fashion	p. 228
A Brief Grocery History	p. 231
Consumer-Driven Changes	p. 231
Home Meal Replacement	p. 232
Impulse Shopping	p. 232
Internet Convenience Shopping	p. 232
Organically Grown Foods	p. 233
Genetically Modified Organism Products	p. 233
Organic and Natural Food Markets	p. 233
Ethnic and Exotic Foods	p. 234
Future Trends	p. 234
Types of Grocery and Food Service Stores	p. 235
Traditional/Conventional Supermarkets	p. 235
Specialty Grocers	p. 236
Hypermarkets/Superstores	p. 236
Warehouse Stores	p. 236
Membership/Wholesale Clubs	p. 236
Public Markets	p. 236
Pharmacy/Food Stores	p. 236
Convenience Stores	p. 236
Co-ops	p. 237
Store Layout and Fixtures	p. 237
Gondola Fixtures	p. 238
Custom-Made Fixtures	p. 238
Walls	p. 239
Store Furnishings	p. 240
Graphics	p. 242
The Visual Merchandiser's Role	p. 243
Professional Development	p. 243
Grocery and Food Product Presentation	p. 244
Grocery Shelves and Endcaps	p. 244
Cross-Merchandising Tabletop Displays	p. 246
Resources	p. 247
Fixture Trade Shows	p. 247
Websites	p. 247
Magazines, Books, and Television	p. 247
Nontraditional Retailing	p. 253
Specialized Marketing	p. 254
Kiosks	p. 254
Kiosk Fixture Design	p. 254
Kiosk Types	p. 255
Miniature Interactive Kiosks	p. 256
Kiosk Fixture Resources	p. 259
Presenting Merchandise in Kiosks	p. 259
Internet Retailing (E-tailing)	p. 260
Presenting Images for the Camera	p. 261
Presenting Images On-Screen	p. 263
Special Events	p. 263
Fashion Shows	p. 264
Tools and Techniques for Merchandise Display	p. 271
The Magic of the Display Window	p. 273
Retail Theater	p. 274
Architectural Window Styles	p. 274
Enclosed Windows	p. 275
Open-Back Windows	p. 276
Window Display in Practice	p. 277
Window Merchandising Functions	p. 277
Nonmerchandising Window Functions	p. 279
Window Display Theory	p. 279
Fantasy-to-Reality Theory	p. 279
Window Display Themes	p. 280
The Mechanics of Window Magic	p. 281
Techniques for Positioning Mannequins in Windows	p. 282
Mannequins with Trousers	p. 283
Tips for Propping Windows	p. 283
Techniques for Buildups in Windows	p. 285
Techniques for Lighting	p. 285
Techniques for Ledges and Display Cases	p. 288
Housekeeping	p. 288
Windows as an Art Form	p. 290
Mannequins and Mannequin Alternatives	p. 295
Communicating Self-Image and Fashion Image	p. 296
Mannequin Evolution	p. 296
Sourcing Mannequins	p. 299
Internet Sourcing	p. 299
Trade Publications	p. 302
Trade Shows	p. 302
Field Trips	p. 302
Choosing and Buying Mannequins	p. 303
Mannequin Trends	p. 303
Designing and Manufacturing Mannequins	p. 304
Matching Mannequins to Images	p. 306
Mannequin Alternatives	p. 310
Purchasing Mannequins	p. 312
Receiving and Unpacking Mannequins	p. 313
Learning Sizes of Mannequins	p. 313
Selecting Garments for Mannequins	p. 313
Dressing Mannequins	p. 314
Maintaining Mannequins	p. 319
Scheduling Changes	p. 320
Positioning and Propping Mannequins	p. 320
Maintaining Mannequin Image	p. 322
Building a Visual Merchandising Department	p. 327
Organizing Your Professional Work Environment	p. 328
Becoming the "Go-To Person"	p. 328
Setting Up Your Toolbox	p. 329
Setting Up Your Office	p. 330
Basic Office Supplies	p. 330
Basic Desk References	p. 330
Basic Organizer Systems	p. 331
Maintaining Your Office	p. 331
Building a Multimedia Resource Center	p. 332
Capturing Ideas	p. 332
Gathering Insights and Inspirations	p. 332
Reading about the Industry	p. 332
Building a Manufacturers' Library	p. 334
Building a Photo Library	p. 334
Building a Materials Library	p. 335
Building a Travel or Market Library	p. 335
Markets, Trade Shows, and Exhibitions	p. 336
Planning a Productive Market Trip	p. 337
Shopping the Trade Shows	p. 338
Setting Up Visual Merchandising Projects	p. 339
Setting Up and Managing a Visual Merchandising Budget	p. 341
Tracking and Reporting Systems	p. 341
Writing Purchase Orders	p. 342
Creating an Executive Presentation	p. 342
Career Strategies	p. 349
Visual Merchandising Careers	p. 351
Beginning a Career in Visual Merchandising	p. 352
Twenty-One Visual Merchandising Careers	p. 354
Retail Organizational Structures	p. 362
Visual Merchandising Career Strategies	p. 362
Career Tips	p. 362
Getting Along in the Workplace	p. 365
Getting Ahead in the Workplace	p. 366
Working with Right-Brain and Left-Brain Personalities	p. 367
Networking	p. 367
Getting Your Foot in the Door	p. 368
Documenting Your Professional Qualifications	p. 369
Interviewing Effectively	p. 372
Connecting with the Industry	p. 373
Future Career Goals	p. 373
Glossary	p. 379
Directory of Visual Merchandising Professionals	p. 383
References and Resources	p. 389
Index	p. 393
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