By using case studies and specially commissioned illustrative diagrams, together with images of the best in window display and in-store interiors from around the world, this book aims to prove how effective visual merchandising can improve a store's brand image and inspire customers to spend.

This invaluable handbook gives retail professionals and students a thorough grounding in the subject, using examples of best-practice visual merchandising from around the world. The book includes:

- The role of the visual merchandiser

- Store design

- Window dressing, in-store visual merchandising and the use of mannequins

- Exciting case studies, with photographs of cutting- edge windows and in-store merchandising

- Useful diagrams of successful window schemes and floor layouts

- Practical advice, hints and tips from leading visual merchandisers

- The visual merchandiser's toolbox

- A glossary of industry terms

Preface

The History of Visual Merchandising

The Role of a Visual Merchandiser

 The day-to-day role of a visual merchandiser

 Training

 Visual merchandising in a department store

 Visual merchandising of multiple chain stores

 Visual merchandising of small retail outlets

 Measuring success

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: Au Printemps

Colour

Window prepping

Installing the window display

Store study: Louis Vuitton

Lighting

Signage and graphics

 Window calendar

 Window standards and maintenance, and budget

  Store study: Fortnum & Mason

In-store Visual Merchandising

 Product adjacencies

 Floor layouts

 Store study: Matthew Williamson

 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

 Store study: Topshop

Mannequins

 Sculpting

 Purchasing mannequins

 Dressing a mannequin

 Securing a mannequin

 Grouping mannequins

 Maintenance

The Visual Merchandiser's Studio

 The visual merchandiser's toolbox

 Health and safety

 Lighting chart

Glossary

Further reading

Index

Picture credits and

acknowledgements