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Why Do We Display?

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

It is an exciting time to be part of the visual merchandising and display industry! More thought, energy, and imagination goes into designing retail spaces than ever before. The consumer no longer comes to the store to shop but rather is on a quest for new experiences, sparking the growth of what is termed “experience design.” Shoppers empowered by technology and smartphones have changed the retail landscape. They are making up the rules, and retailers are listening—providing customers with the p

The Exterior of the Store

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

signas signaturebalancedefinedfoodexteriorsignsThe store’s sign, on the outside of the building, makes the first impression on the shopper. It sets the look and image of the store. How the sign is designed—the materials used, the style of the typography and imagery, and the color—conveys information about the store’s brand. The exterior signage should be legible from a distance and illuminated properly for nighttime visibility. Its size and scale, in proportion to the store’s façade, the size of

Seasonal Displays and Familiar Symbols

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

seasonal and familiar displays back to schoolcollegecollegeback to schoolIt happens every fall, starting with alphabet blocks and advancing to busts of CaesarCaesar and ShakespeareShakespeare. Symbols of back to school can attract the consumer and inspire memories from the past. Consider using a simple facade of a quaint little red schoolhouse, stacks of colorfully covered books, or a grid of backpacks on a wall surface. A current favorite is black or green chalkboard paint. A chalkboard-painted

Materials and Graphics Used in Visual Merchandising and Store Design

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

The more a designer knows about the woodcharacteristics ofcharacteristics of wood and its source, the better he or she can understand the degree of warmth and beauty it can bring to the fix-turing or store design. Every grain pattern is a unique masterpiece of design, texture, and wonder. These grain patterns also known as “figures or growth rings,” describe the texture found in wood such as BirdseyeBirdseye, curly, or fiddlebackfiddleback. Wood can be warm and welcoming or cool and contemporary,

Exhibit and Trade Show Design

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

balancedefinedexhibits types ofExhibits are designed to showcase objects or collections with the purpose of stimulating interest and educating viewers about a particular product, idea, or organization. And while the exhibit itself is organized and orchestrated for enjoyment, enlightenment, and experience, it may also be used to market and advertise a sponsor.

Visual Merchandise Planning

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

visual merchandising planningstore planner andVisual merchvisual merchandising planningcolors andandise planning can mean different things to different people working in retail. visual merchandising planningdirectives forvisual merchandising planningplanograms forFor buyers, merchants, and store management, visual merchandising directivemerchandising is about metricsvisual merchandising planningmetrics ofmetrics or the average revenue a retailer generates for every square foot of sales space. ROI

Career Opportunities in Visual Merchandising

Martin M. Pegler and Anne Kong

Source: Visual Merchandising and Display, 7th Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

To a person considering visual merchandising as a career, the term too often implies merely doing displays in a department or specialty store. Visual merchandising or display is much more than that. The career possibilities and the fields in which one can practice the techniques of “showing” and presentation are myriad. Although trends in fashion have great influence on what the visual merchandiser is showing, be it books, luggage, or even Starbucks coffee, visual merchandising is more than the b

Fashion Apparel Wall Setups

Judy Bell and Kate Ternus

Source: Silent Selling. Best Practices and Effective Strategies in Visual Merchandising, 5th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

Walls are the largest selling tool and one of the most important fixtures in any retailer’s overall selling strategy. Effective use of store walls as selling tools meets several visual merchandising objectives. Well-designed walls capture shoppers’ attention as they enter the retail space. Wall displays draw shoppers farther into the store, exposing them to as much merchandise as possible. Wall presentations communicate fashion information, and they encourage multiple purchases. Clearly, the more

Signage

Judy Bell and Kate Ternus

Source: Silent Selling. Best Practices and Effective Strategies in Visual Merchandising, 5th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

Retail stores begin to communicate with potential shoppers before the shoppers ever enter the store. From the minute shoppers read the store’s name or see its logo on the storefront, they are getting a message. An effective sign attracts attention and conveys brand identity, giving shoppers their first impression of what they will find inside the store. Marciano’s graphic banner in Figure 8.1 is an excellent example. One glance at the image in the window and the message is clear: Marciano sells g

Grocery and Food Service Stores

Judy Bell and Kate Ternus

Source: Silent Selling. Best Practices and Effective Strategies in Visual Merchandising, 5th Edition, 2017, Fairchild Books Library

Book chapter + STUDIO

Just as fashion has touched every item in the home, from trend-colored vegetable brushes to Zen-style bamboo place mats, fashion has reached out to food. Minneapolis-based Byerly’s said it best with its “You Are What You Eat” special event, which launched the opening of its Maple Grove, Minnesota, store. Byerly’s unusual promotional show featured fashion models dressed in outfits fabricated or trimmed in food products such as cinnamon sticks, chocolate pieces, and Coca-Cola cans. See Figure 10.1

Visual Merchandising

Kristen K. Swanson and Judith C. Everett

Source: Promotion In The Merchandising Environment, 3rd Edition, 2016, Fairchild Books Library

Book chapter

“Last year, the windows were more interactive—we captured people’s expressions looking at the windows and posted them on Facebook. This year, they’re more whimsical and magical.”

Communicating to Customers Through Electronic Media

Jay Diamond, Ellen Diamond and Sheri Litt

Source: Fashion Retailing. A multi-channel approach, 3rd Edition, 2015, Fairchild Books Library

Book chapter

This is the “Age of Information” in retail, and shoppers are smarter, have more choices and are more price savvy. The new paradigm in retail directly impacts businesses now more than ever as the consumers’ expectations have changed, mostly due to technology. Smart phones and personal tablet devices empower casual and experienced shoppers alike with real-time information on every product ever sold. Consumers have immediate access to prices, product specifications, and alternative stores. Consumers

Space Planning Principles

Sarah Bailey and Jonathan Baker

Source: Visual Merchandising for Fashion, 2014, Fairchild Books Library

Book chapter

The most important factor for any retailer is to define its product and inform its customers of the product ranges and available choices. While visual merchandising is used to attract customers, it is also necessary to define a brand’s image and encourage brand loyalty by creating a pleasurable and memorable shopping experience. Key indicators include:

Store Layout And Merchandise Presentation

John Donnellan

Source: Merchandise Buying and Management, 4th Edition, 2014, Fairchild Books Library

Book chapter

A store’s physical appearance is an image component that conveys a message about offerings, pricing strategy, and market positioning. A prototype is a model store that combines elements of décor, lighting, fixturing, and signage to create a shopping ambiance consistent with the store’s image and target customers. A prototype is a synthesis of standards for operational efficiency, merchandise presentation, and customer service. Though specialty stores are best known for their distinctive prototype

Poster Publicity and Menswear

Paul Jobling

Source: Advertising Menswear. Masculinity and Fashion in the British Media since 1945, 2014, Berg Fashion Library

Book chapter

Poster Publicity and Menswear

Paul Jobling

Source: Advertising Menswear. Masculinity and Fashion in the British Media since 1945, 2014, Berg Fashion Library

Book chapter

Creating the Vision

Gwyneth Moore

Source: Fashion Promotion. Building a Brand Through Marketing and Communication, 2012, Fairchild Books Library

Book chapter

Fashion magazines Vogue and Harper’s Bazaar pioneered the notion of stylized fashion photography, and in the 1920s and 1930s they employed in-house fashion photographers, including the likes of Cecil Beaton. These played a key role in transforming the genre into an art form. More recent photographers such as Patrick Demarchelier, Mario Testino, Annie Leibovitz, and Rankin have all continued this tradition and produced some of the most inspiring images of the twentieth and twenty-first centuries.

Visual Merchandising

Jay Diamond and Sheri Litt

Source: Retailing in the Twenty-First Century, 2nd Edition, 2009, Fairchild Books Library

Book chapter

In order to differentiate one’s premises from others in the retail industry, merchants must carefully develop a concept that is unique to their operations. In the larger companies the task is left to the in-house display staff. The staff is supervised by a visual merchandising director, who at many retail operations enjoys the title of vice president and acts at the same level as merchandise and store operation executives.

Visual Merchandising and Store Layout

Rosalie J. Regni and Jimmie G. Anderson

Source: Entrepreneurship in Action. A Retail Store Simulation, 2009, Fairchild Books Library

Book chapter + STUDIO

“Vision without action is a daydream; action without vision is a nightmare.”

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