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THE ORIGINS OF VISUAL MERCHANDISING. Visual Merchandising today

WHO IS THE VISUAL MERCHANDISER.

JOB OPPORTUNITIES AND KNOWLEDGE OF THE VARIOUS DISTRIBUTION FORMATS.
Multi-brand store. - Single-brand store. - Flagship store. - Concept store. - Corner. - Shop in shop. - Factory outlet. - Temporary shop. - Shopping centre. - Department store. - Franchise

WHAT MAKES PEOPLE BUY.
The olfactory path. - Today's consumer.

COLOUR: MEANINGS AND CHARACTERISTICS.
The characteristics of colour. - The meanings of colour.

GRAPHICS IN VISUAL MERCHANDISING.
Logo and Brand. - The psychology of shapes. - Colour as image identity. - The importance of fonts. - Window stickers. - Packaging.

LIGHTING TECHNOLOGY.
The origins of artificial lighting. - Light in Visual merchandising. - The use of light in the point of sale. - Parameters underlying the choice of light source. - Light sources.

STAFF IN THE POINT OF SALE.

THE SHOP WINDOW.
Individual and cultural meanings and their function. - The "shop window structure". - Designing the window display. - The composition of the display. - Themed displays. - Do's & Don't's.

FURNISHING STYLES.
Baroque: glitz. - Louis XVI: opulence. - Empire: austere sumptuousness. - Tyrolean: mountain chalet. - Old America: the country of "Gone With The Wind". - English Victorian: The Victorian Age. - Art D?co: Arts D?coratifs. - Proven?al: today's shabby chic. - Country: the rustic. - Arte povera: simplicity and functionality. - African Ethnic: from the savannah. - Oriental Ethnic: a dive into zen gardens. - Pop Art (New Pop or Seventies style) from Marylin to multi-colour furnishings. - Industrial: metropolitan and understatement.

THE POINT OF SALE.
Layout of the point of sale. - Product display arrangement. - Display stands. How to display the goods inside the store

TRADE FAIR STANDS.

BIBLIOGRAPHY

This comprehensive textbook constitutes an essential tool for students and professionals who want to work in the field of visual merchandising in retail, a discipline which combines the principles of marketing, creativity and design. It covers all aspects of the profession, from window display to in-store areas, and all kinds of stores, from small outlets, pop-up shops and concept stores, to shopping malls, flagship shops and department stores. Aspects such as lighting, colour, interior architecture and different display styles, by means of classic approaches as well as the most avant-garde developments are widely referenced and explained in this publication, through many examples from around the world. This reference guide will help visual merchandisers to plan the best strategy to the consumer’s attention.