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: Printemps
Color
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
Wall fixtures
Product handling
Store study: Flight 001
In-store displays and trend areas
Point of purhase and add-on sales
Clearance merchandise
Signage and tagging
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
Acknowledgments.