Visual merchandising is at the heart of retail design -- the fine art of persuasion. Window dressing is now only a small part of display and visual merchandising, which encompasses the in-store 3D environment, graphics, audiovisual media and point-of-purchase material -- all the way to the store as total embodiment of the brand. From an icicle window display made of resin to bespoke acid-colored glass shelving; from one small figurine as a display to actors playing football in "live windows," visual merchandising is always breaking new molds in style, lighting and use of materials. By contrasting different international approaches to visual merchandising, this industry insider's view reveals the disparate ways in which retailers chase and stimulate that elusive X-factor that pushes customers towards a purchase: Retail Desire
Table Of Contents:Introduction6Science or art: Design, display, and visual merchandising - a science or an art?12Brand experience or volume sales: From rarified flagship environment to high-volume high street28Bespoke or off-the-shelf: Should you design the displays or simply select a system?36Light or dark: Illuminating the right path for lighting54The big or little picture: The inside and outside graphic story68New or old: The use of materials speaks volumes about a brand or store80Theater or theatrical: Drama in the world of window dressing98Plethora or paucity: To fill the window with product or to keep it minimal?106Themes120Christmas: Christmas as marketing tool122Sales: Out with the old - sales with style1289/11: How New York retailers reacted134Mannequins: Up close and personal with mannequins140Cow parade: The charity Cow Parade and London retailers146Color lighting: Using lighting to create color effects150Resources156Index160
|Book:||Retail Desire: Design, Display And Visual Merchandising|
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