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Mexico

Diana Bank Weinberg, Mohammad Ayub Khan and Jaya Halepete

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Mexicooverview and historyemerging marketsMexicoMexicoAfter reading this chapter, you will

Turkey

Elida Camille Behar, Shubhapriya Bennur and Serkan Yalcin

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Turkeyemerging marketsTurkeyAfter reading this chapter, you will

What Is Visual Merchandising?

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

Visual merchandising, once called display, has evolved from its origins as a store’s decorative arts department to its current status as a sales-supportive entity that impacts store design, store signage, departmental merchandise placement and display, store atmospherics, and store brand image. Where once the display department was charged with “making pretty,” the visual merchandising department is now challenged with “making sales.” In a large corporate retail operation, it is generally part of

Layout and Fixtures for Fashion Apparel

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

Think of a retail store as a box that’s enclosed by ceiling, walls, windows, and floor. The strategic design of the store involves its exterior aspect (storefront and surroundings) and its interior (walls, floors, windows, doors, signage, lighting, furniture, and fixtures) as well as the arrangement of merchandise, fixtures, and displays on the selling floor. The total effect of these elements creates a statement about what shoppers will find in the box— retail atmosphere.

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

Fashion Apparel and Accessory Coordination

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

“Style is a way to say who you are without having to speak.”

Home Fashion Presentation

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

There was a time when home fashion referred only to wall coverings, paints, window treatments, and furniture. Today the steady influx of well-designed home products involves everything from pots, pans, and pepper mills for the kitchen to bedding and blankets for the bedroom. Shoppers care passionately about all the trappings of their lives, not merely what they wear. Williams-Sonoma, Inc. (www.williamsonomainc.com) says it very well: “People love their homes. They form lifelong memories and creat

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

Lighting

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

Lighting plays a major role in defining and strengthening a store’s brand identity. It contributes to the overall atmosphere and feel of the entire store environment. Think about the lighting in a Victoria’s Secret store. It may remind you of the lighting in your own home, soft and warm with highlights and shadows. Compare that mental image to the lighting in a Walmart—bright, cool, and shadow-free. Now imagine Victoria’s Secret with Walmart’s lighting and vice versa. Aside from the fact that suc

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

China

Shubhapriya Bennur, Yiyue Fan, Md. Rashaduzzaman, Laubie Li, Jun Ying Yu and Jaya Halepete

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

After reading this chapter, you will:

Emerging Markets

Shubhapriya Bennur and Jaya Halepete

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Certain characteristics unique to emerging markets make them attractive to foreign investors. All these factors have to be thoroughly analyzed before investing in the market. Timing is very important in making the investment in these markets for various reasons:

Qatar

Shubhapriya Bennur, Md. Rashaduzzaman, Samirah Alotaibi and Yiyue Fan

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Qataroverview and historyQatarThe State of Qatar is situated on a peninsula projecting into the Arabian Gulf, bordering Saudi Arabia to the south. Prior to the discovery of oil, the Qatari economy was largely based on pearl fishing. Within its 11,586 km2, Qatar holds the world’s third-largest gas reserves and the largest single non-associated gas field. Today, through the careful exploitation of these massive hydrocarbon resources, Qatar ranks as one of the richest nations in the world, achieving

Digital spaces and innovations

Clare Harris

Source: The Fundamentals of Digital Fashion Marketing, 2017, Fairchild Books Library

Book chapter

Changes in digital technologies, increased online connectivity, and new shopping habits have all played a role in the shift towards an omni-channel shopping experience. The choice and personalization of services that consumers now experience online also needs to translate across to physical stores.

South Korea

Ji Hye Kang, Shubhapriya Bennur, Sowon Hahn, Junghwa Son, Sung Ha Jang and Youngsoo Ha

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

South Koreaoverview and historySouth KoreaAfter reading this chapter, you will

Thailand

Takeshi K.N., Monthinee Tricharoenrat, Shubhapriya Bennur and John Walsh

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

Turkeyoverview and history“Thainess, ”Thailandretailers, domesticThailandoverview and historyemerging marketsThailandThailandAfter reading this chapter, you will

The Fashion Buyer

David Shaw and Dimitri Koumbis

Source: Fashion Buying. From Trend Forecasting to Shop Floor, 2nd Edition, 2017, Fairchild Books Library

Book chapter

A fashion buyer is the individual or group of individuals (the buying team) whose primary role is to purchase merchandise for a retail organization. They work diligently in researching trends; sourcing materials and/or product; creating seasonal buying plans; and working with outside vendors and designers to produce a range that will be distributed through various retail channels such as brick-and-mortar locations, online stores, and/or catalogs.

Capital of Luxury and Fashion

Valerie Steele

Source: Paris Fashion. A Cultural History, 3rd Edition, 2017, Berg Fashion Library

Book chapter

Je suis un grand artist, j’ai la couleur de Delacroix, et je compose. Une toilette vaut un tableau.

Russia

Diana Bank Weinberg, Andrey Gabisov and Jaya Halepete

Source: Retailing In Emerging Markets, 2nd Edition, 2017, Fairchild Books Library

Book chapter

After reading this chapter, you will

Collaborations: “X” Marks the Spot

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

In this chapter, we explore the collaboration phenomenon, defining key terms, and offering a brief history of seminal alliances. We describe the role of collaboration in making high fashion more accessible—even democratic—and outline the different collaboration types, clarifying their promotional and commercial value. Interviews with practitioners offer details on how to broker the perfect brand match, and how the collaboration trend can maintain its momentum.

Visual Merchandising: From Store to Screen

Jon Cope and Dennis Maloney

Source: Fashion Promotion in Practice, 2016, Fairchild Books Library

Book chapter

This chapter examines how visual merchandising has evolved from a way of making clothes look good off the body, to a curatorial practice where garments are characters in multisensory tales of sex, wealth, and power. It outlines seminal moments, explores the use of window display and virtual space, and questions practitioners on the best ways to show and tell the stories of fashion not only visually but also viscerally.

Three: The King of Lifestyle Merchandising: Ralph Lauren

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

Ralph Lauren was born on October 14, 1939, the son of Russian Jewish immigrants. His real name was Ralph Lifshitz, but in his late teens, he and his brothers had their names changed to Lauren. He had a normal childhood, with a modest upbringing. He grew up in the Bronx and lived with his parents in a two-bedroom apartment. He shared a room with his brothers throughout his childhood and often wore their hand-me-down clothes. He became accustomed to the worn look of the garments and eventually enjo

Eleven: Bending Over Backwards: Lululemon Athletica

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

Dennis “Chip” Wilson established Lululemon after taking his first yoga class because he found it to be completely exhilarating. He had previous experience in the surf, skate, and snowboard industry and felt that since a post-yoga workout was so similar, yoga would be an excellent addition.LululemonAthletica, “Lululemon Athletica: Our Company History,” http://www.lululemon.com/about/history (accessed April 25, 2015). During this time, the cotton clothing being used for yoga workouts appeared the w

Twelve: Cobranding Fashion for the Masses: Topshop/Topman

Joseph H. Hancock

Source: Brand Story. Cases and Explorations in Fashion Branding, 2nd Edition, 2016, Fairchild Books Library

Book chapter

Celebrity collaborations are global and far-reaching. Great Britain’s version of UNIQLO and H&M is Topshop/Topman. But Topshop/ Topman has done things a little differently by taking the discount model and giving it a little more panache and style. This retailer has branded itself as the complete one-stop shop for one’s entire wardrobe, hair, makeup, and even eyebrows.

Traditional Media

Kristen K. Swanson and Judith C. Everett

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

Book chapter

“Despite the juggernaut of broadcast journalism, new media, news apps and podcasts cropping left and right, over half of the world’s population turns to a newspaper for credible information, every day.”

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