LIBRO VISUAL MERCHANDISING TONY MORGAN PDF

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To browse Academia. Skip to main content. By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. Log In Sign Up. Visual Merchandising Windows a - Tony Morgan. Darkko Acosta. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher.

Once that happens, the rest is easy. Today, visual merchandisers command respect, and are a much sought- after commodity in the retail world as they provide not only a service, but also inspiration and commerciality. This book If you have ever stood outside a shop aims to enlighten and educate students admiring the artistry of the window and retailers in the workings of the world display, been distracted by a sale of the visual merchandiser.

It covers both item while passing through a department the art of the window display and in-store store, or paused to take in information visual merchandising and looks at the from a store guide, then you have been tools that will help any would-be visual sidetracked by visual merchandising. If you purchased something as a result of stopping in your progress along the By using case studies and specially pavement or through a store, then you commissioned illustrative diagrams, together have succumbed to its supremacy.

Display teams had a unique and much-envied function in a store. Occasionally with gener- ous budgets — and most definitely with a huge amount of talent — they mysteriously locked themselves away in studios or lurked behind the curtains of the windows and produced stunning, eye-catching works of art for the shopping community to admire.

During the s, possibly because of a global recession and the threat of e-commerce from the Internet, store bosses suddenly questioned the quantities and abilities of these non-profit-making departments. As a result, they began to push the display artists in-store to cast a creative eye over the racks and rails of discounted merchandise; thus the visual merchandiser was born. Opposite A mannequin on a chaise longue reclines at the Rootstein showroom in New York.

At a glance, this realistic model looks almost human in appearance. The History of Visual Merchandising 11 The first shopkeepers tried to lure consumers into their stores either by ostentatiously exhibiting their names or by displaying products in their windows or on tables in the street, proving that they were open for business and proud of their produce.

To this day, butchers still fill their windows with fresh meat that serves both as a display to attract customers and also shows the stock of produce available for sale that day. Florists often not only pack their windows with the finest blooms, but trail them outside the store and onto the pavement to entice customers across the threshold using colour and scent.

Similarly, barbers will sometimes push a chair with an unsuspecting client up to the glass window in order to prove their skill and popularity. With the advent of new technology in the s that allowed the production of large panes of glass, department stores were perhaps responsible for taking the art of window display to a higher level, using their large windows as stages, some of them as theatrical as a Broadway show.

Today, colour, props and atmospheric lighting on many occasions arrogantly overshadow the mer- chandise, as visual merchandising extends beyond its role of supporting the wares and becomes an art form, creating a statement and provoking a reaction. Harrods opened in London in as a small shop selling groceries, perfume and stationery, and grew to become the renowned department store it is today. A relatively recent phenom- Selfridge who had grand aspirations to bring enon, it first began in France.

Even there, the concept of the department store — and however, for many years department stores with it the language of visual merchandising — existed only in the capital, Paris. It was to Edwardian London. After leaving his post Aristide Boucicaut who first had the idea of as managing director of the majestic setting up this kind of store.

In department store. Selfridges became the benchmark of spread to the United States, where famous British retailing. The History of Visual Merchandising 13 Selfridge also included a few innovations in-store for his customers — including a soda fountain for the sociable and a silence room for the less so. He was never one to miss out on a promotional opportunity. Fifty thousand people queued to see it that day. By , Selfridges had doubled in size to become the store we now know, due to the hype and success of Gordon Selfridge.

Avenue followed suit. He was approached to dress their skills to the masses. Soon, the two windows for the Bonwit Teller store. The artist Andy Warhol began his Terence Conran was acutely aware of the career in the stores of New York while still at shifting fashion trends.

In , he created a college; Jasper Johns, James Rosenquist and store to match those of the emerging fashion Robert Rauschenberg all worked as window boutiques, but his differed in its type of dressers in the s.

Chelsea, London, was the It was not only the big department stores that epicentre of style and youth culture and followed the new style of window dressing. As Conran was quick to capitalize on this. His fashion shifted from the couture houses to first store boasted whitewashed walls, the high street and social trends developed, creating a sense of space that came as a fashion designers worldwide began to make revelation to home-owners. Customers who the most of their windows.

The History of Visual Merchandising 15 Above The s saw the creation of high- street ready-to-wear, and Mary Quant was one of the first designers, in , to use the window of her London store as a showcase for her collections, as well as to promote social trends. In the windows of fashion stores, the mannequins that had graciously modelled garments for decades became redundant and were often replaced by huge, glossy-print photographs of emerging catwalk supermodels.

Visual merchandisers working in the proliferating fashion-store chains today, for example, are reintroducing the mannequin to the shop window, having acknowledged it to be a successful option for displaying the latest trends in a similar manner from store to store. The Spanish fashion store Zara, for example, employs traditional window-dressing techniques, its innovative window schemes and clever fashion styling placing its windows alongside those of the major luxury brands.

Now that retail brands have not only taken control of the foremost shopping streets in all major cities but have also infiltrated rural towns and villages, their innovative techniques in visual merchandising have also made an impact on their competitors.

In the last decade, brands have pushed the boundaries of visual merchandising not just by creating in-store displays to drive sales and keep the customer inspired, but also by introducing new techniques: DJs performing in urban clothing shops; contemporary eateries flanking fashion floors; books and magazines breaking out of their host departments; and fashion shows that can be viewed not only by the fashionis- tas but also by lunch-time shoppers.

Today, a brand might exist within its own on the British high street, together with other store, but the store can also become a brand stores such as Liberty and Harvey Nichols in its own right, populating its floor space with that we sometimes forget paved the way for other brands, the idea being that together the retailers of today; in New York an equiva- they will generate more sales.

This is particu- lent is Barneys. With massive to the public through window displays and marketing budgets behind them, these larger in-store visual merchandising. Above Below By the s, window dressing had The American fashion brand Banana begun to reflect the spirit of the age.

Republic produces eye-catching In this window from Printemps in Paris, window schemes incorporating the mannequins are displayed in tune interesting props, as well as a with the times, with mirrored plinths strong fashion statement, to make suggesting the mirror-balls from the their windows both innovative and discos of the day. The History of Visual Merchandising 17 In the twenty-first century, the latest always be the major part of the consumer challenge to the supremacy of the traditional experience.

Whether shoppers are out to store is the Internet. Shopping from home discover an unexpected bargain, find an item is not only easier but also price-competitive. With the be key to attracting and retaining their help of good visual merchandising, this can attention.

Fortunately, shopping has always easily be achieved. We are the ones who have to bring it to life. A non- being creative, commercial, understanding personal view and unopinionated attitude and unquestionably hard-working.

Long hours, towards the product you may be asked to opinionated colleagues and members of the work with are necessary. A good visual public and tight deadlines are all common merchandiser can work with the ugliest and challenges that go with the job. In addition, an most unsympathetic of products and still awareness not only of fashion trends but also come up with great results.

No longer do the fashion pages dictate to the retail world; lifestyle trends are as important as apparel. Where individuals take their Above The use of dramatically posed mannequins and simple graphics applied to both the wall and floor create a stunning in-store display at Lane Crawford, Hong Kong.

The Role of a Visual Merchandiser 21 The day-to-day role of a visual merchandiser Depending on whether visual merchan- maximize their resources. Individual visual disers work for a large department store, merchandisers working for smaller retailers a multi-store retailer or an independent may be expected not only to dress the boutique, they will be expected to windows but arrange for the outside glass to manage and generally oversee the visual be cleaned regularly.

The responsibilities of presentation of the windows and in-store visual merchandisers seldom stop solely at displays. This will involve liaising with the dressing mannequins. As well as laying out complete floors of new-season merchandise, they will also be expected to set the overall retail standards for the store. Everyday tasks will include ensuring that the fixtures are replenished with the correct product and that the corresponding signage is present, as well as checking that the windows and in-store displays are still presentable, tidy and well-lit.

Large visual merchandising teams may designate specific roles for individuals to Above The visual merchandiser puts the finishing touches to the grouping before adjusting the lighting, cleaning the window and inspecting it from outside. The visual merchandising teams work experience. There are several visual merchandising courses available. Students are likely to learn Portfolios how to place products together, create and install windows and merchandise shop floors.

Having a comprehensive portfolio that Many courses will also give an insight into the demonstrates creativity and experience of advantages of the use of colour, lighting and visual merchandising will undoubtedly help an branding. By using many practical exercises individual to secure a job in a creative team. Short courses are also offered to would-be A professional portfolio should contain a store-owners who prefer a fast-track education collection of images showing examples of and may want to learn specific aspects of current work, printed and presented in a folder visual merchandising.

Many forward-thinking visual merchan- As in many other careers, work experience disers collate their work on a website that can can be a valuable asset. And in this industry it be accessed using a secure password, so is common to rely heavily on work-experience that they can email clients with a link to their students to fill many positions.

As Mark portfolio. For example, if a visual merchandising. They get to handle client requires outstanding window displays, every category of product so that they not only the first section of the portfolio should contain get an understanding of the items but also examples of window displays.

It is vital that so they can decide which area they would like the first couple of pages reflect your under- to excel in: home, fashion, food or beauty. It is Briggs develops experts for every product also helpful to include examples of other category in the store; a fashion dresser may creative skills, such as design software, not necessarily be confident at grouping in-store visual merchandising and branding, saucepans, for example.

Young, eager students on work experience — depending on the time of year and the schedule of the visual merchandising team — can find themselves working on a window or sent to clean the stockroom. The training to be gained from an established team is invaluable.

Traditionally, those entering a visual merchan- dising team in a department store will begin as dresser or junior visual merchandiser; if they work hard and show that they are willing, they may be promoted within two years to a senior role. Managers are likely to spot potential and develop those they see as future managers by encouraging them to develop their communication and managerial skills, to begin managing a budget and to develop a complete window scheme before they are promoted to a managerial role.

Those dressers who enjoy the hands-on practicalities of working on displays may prefer not to pursue a managerial role, given all the administration it involves. A regional depart- ment store may have its own visual merchan- dising team, which takes its lead from the flagship store, but the career path there will be similar to that in the flagship store, with the regional manager controlling the budget and recruitment for the regional store.

Mark Briggs of Harrods recruits most of his 67 staff as students. After completing work experience, they go on to assist him dressing 2 km 1. Mark says merchandiser often has the chance to that a good structure is key to the smooth choose which of the two he or she prefers to running of his team.

Working meetings with my team leaders to explain in both categories will give the trainee visual future concepts and promotions to make merchandiser a better overall knowledge and them feel part of the Harrods family.

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Visual Merchandising: Windows and In-Store Displays for Retail

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required. Would you like to tell us about a lower price? If you are a seller for this product, would you like to suggest updates through seller support? A great introduction for retail students, this book offers a user-friendly reference guide to all aspects of visual merchandising and covers both window dressing and in-store areas. Using examples from a range of shops, from fashion emporia to small outlets, the book offers practical advice on the subject, supported by hints and tips from established visual merchandisers. It reveals the secrets of their toolkit and information on the use of mannequins, the latest technology, and how to construct and source props, and explains the psychology behind shopping and buyer behavior.

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