Visual Merchandising: Window and Indoor Displays for Retail

Tony Morgan teaches Visual Merchandising at the London College of Fashion and also at Philip Green's Arcadia Fashion Academy. He worked as Head of Visual Merchandising at Selfridges for 18 years, where he travelled the world examining their different store concepts.

Chapter 1 - The History of Visual Merchandising; Chapter 2 - The Role of a Visual Merchandiser: Skills; 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; Chapter 3 - Store Design: What is store design?; Why is store design important?; Who designs the store?; How does store design work?; Store study: Kurt Geiger, UK and Europe; Chapter 4 - Windows: Getting to know your windows; Planning a window display; Themes and schemes; Budgeting; Props; Designing a window display; Colour Installing the window display; Colour Installing the window display; Lighting; Signage and graphics; The budget; Window Calendar; Window standards and maintenance; Store study: Fortnum & Mason, UK; Chapter 5: In-store Visual Merchandising: Product adjacencies; Making a rough plan; Floor layouts; Fixtures and fittings; Product handling; In-store displays and hot shops; Point of sale and add-on sales; Clearance merchandise; Signage and ticketing; Lighting; Ambience; Budget; Retain standards and maintenance; Virtual visual merchandising; Store Study: Giorgio Armani, China; Store Study: Atelier 1, Ukraine; Store Study: Flight 001, USA; Chapter 6 - Mannequins: Sculpting; Purchasing mannequins; Dressing a mannequin; Securing a mannequin; Grouping mannequins; Maintenance; Chapter 7 - The Visual Merchandiser's Studio: The visual merchandiser's toolbox; Health and safety; Endmatter: Lighting chart; Glossary; Further reading; Index.