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Careers in Styling

Shannon Burns-Tran and Jenny B. Davis

Source: Style Wise. A Practical Guide to Becoming a Fashion Stylist, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

Fashion stylistdiversifyingIn this chapter you will learn:

Menswear Retail and Trends

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

Retailtrend services by Retail – referring to the broader concept of the commercial activity of selling and buying – is one of the largest sectors to use trend services. Trend data and information can be used in numerous ways and in various sectors of menswear retail. For example, it can be used in the design of the actual product, if the retailer has its own brand, or it can be used in buying as an investment guide for the next season. Merchandisers work closely with buyers and with designers in

Application of Trend Data

Aki Choklat

Source: Menswear Trends, 2018, Fairchild Books Library

Book chapter

TrendinformationTextile View (magazine) Trends and trend research are useful in several different areas of the men's fashion business. Within larger menswear corporations there are often specific menswear brands that utilize trend information in various different ways, from packaging to selection of materials. Similarly, retailers use numerous sectors, such as general trend direction, colour and material information, to influence their decision process from visual merchandising to buying.

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

Color and Texture

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

colorphysical and psychological reactions tocolor psychologyColor psychology is very important in visual merchandising. Many theories have been espoused concerning the effects of color on people and their moods while shopping. Color can immediately create a mood. Most of us have colors that tend to cheer us up when we are feeling down and colors that calm us. Each of us also has colors that can make us physically feel hotter or cooler. The problem for the visual merchandiser is that each person m

Line and Composition

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

balancedefinedLine is a direction. It is a major part display amusingtypes ofof composition, and second only to color in creating a response to the merchandise in a display. Lines can be lineverticalvertical, linehorizontalhorizontal, linecurvedcurved, or diagonal. The way in which these lines are utilized and combined determines the effectiveness of the merchandise presentation. Each line suggests something else and, like letters combined to form words, lines are arranged to make selling “pictur

Light and Lighting

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

natural day lightLED (Light-Emitting Diode)HID (high-intensity discharge)colorusing to promote colorbouncing of lightfixturesimportance oflight/lightingbouncing ofincandescent lightfluorescent lightartificial lightinglight/lightingretailLighting is an important aspect in every area of a retail operation. It begins outside where the customer arrives in the parking lot and stretches into the aisles and perimeters of the retail selling space. It illuminates the window displays, display cases, shelve

The Design Process

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

one-off design brief, alternative approach todocumentation included in design briefdesign briefdocumentation included inbalancedefinedbriefdesign concepts ofdirective forThe design design concepts ofprocess forprocess typically begins with a document known as a design processdesign directivedesign directive, which is also called a brief or deckdeck. The directive provides a comprehensive review of the proposed initiative. It can originate internally within the company or externally with a contrac

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

Display Window Construction

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

reflectionclosed-back windows bank of windowsreflectionbalancedefinedclosed-back windows bank of windowsdisplay windowclosed-back windowsclosed-back windowsA closed-back window is the typical display window, with a full back wall, sides, and a large plate glass window facing the pedestrian or street traffic. It is also known as an enclosed windowenclosed window.

Store Interiors

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

focal pointsIn planning traffic patterns and store layout, architects, store planners, and visual merchandisers will often speak oflight/lightingfor island displaysiPadeditorial style merchandising story onbalancedefinededitorial style merchandising story on island displayslocating feature areas, hotspots, or focal points. The focal point is a generic term that refers to any place in the retail setting where emphasis has been placed to attract the shopper. Focal points are strategically positione

Types of Displays and Display Settings

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

display amusingtypes ofThe primary purposes of displays are to present and to promote. A display is at its best when it simply shows a color, an item, a collection, or just an idea. Types of displays include the following:

Techniques Commonly Used in Visual Merchandising

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

Color is the biggest motivator for shoppers. It is what we see first, what attracts us to an object. Consumers buy because of color, before size, fit, or price, and they make this decision in less than ninety seconds. Color tells a story, sways our emotion, and causes us to react. Color has meaning and can be used to suggest environments, historic time periods, and styles. Color combined with texture evokes more insight related to the overall theme. For example the color green combined with a lea

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

Mannequins and Alternatives

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

There are some exciting new trends taking place in the mannequin industry. Manufacturers are consulting with visual merchandisers about their needs, and their response has influenced the design and customization of mannequins. Some companies are offering mannequins with arms that detach magnetically instead of using the traditional interlocking hardware.

Dressing the Three-Dimensional Form

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

wigsdressing mannequinswigsdressing mannequinsassembling mannequins andmannequindressingdressing mannequinsTo dress a mannequin, it must first be taken apart and then carefully reassembled as the various items or merchandise are put on the figure. After dressing a mannequin for some time, the visual merchandiser will develop his or her own technique for handling the mannequin and assembling mannequinsassembling the parts. For the beginner, the following steps will serve as a convenient way to sta

Fixtures

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

standsfixturesstandsThe stand is a very widely used, basic fixture. It comes with an assortment of tops that may be slipped interchangeably into an adjustable rod set on a weighted base. The base sits securely on the floor (or on a platformplatform, elevation, counter, or ledge), and the rod may be adjusted to the desired height for presenting the merchandise.

Visual Merchandising and Dressing Fixtures

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

balancedefinedvisual merchandisingvisual presentationVisual merchandising takes place where the shopper and the product come together in a real, hands-on situation: It is the presentation visual merchandisingobjectives ofof the stock on the selling floor. Visual merchandising is not quite a science, nor is it solely an art. Although it is possible to draw up plans, draft diagrams, make schedules, and turn the merchandising techniques into a series of graphs and charts, visual merchandising is mor

Modular Fixtures and Systems in Store Planning

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

balancedefinedmodulesas building blocksH&Mbuilding blocks, modules asgraphicson modulesmoduleson floorsfloorgraphics onmodular fixturesfixturesconstruction ofAs you travel across the country and visit malls and shopping centers in the different cities, you discover that many store brands are designed with consistency. A ZaraZara is always a Zara, an H&M is always an H&M, and StarbucksStarbucks in a different city somehow looks just like the one back home. When a chain-store operation calls upon a

Furniture as Merchandisers and Props

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

furniture armoireschairschairsA chair can be the essence of a whole room, an entire period or style or time, or a culture. A simple, single, easily obtainable director’s chair of colored canvas and wood can imply the glamour and excitement of Hollywood, of stars and famous names, and all of that in the confines of the display area. It doesn’t take a whole sleek steamship to suggest “The Cruise”—a slatted chairsdeckdeck chairdeck chair, a bit of railing with a lifesaver attached (or in vinyl on th

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,

Fashion Accessory Display

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

settingOne way to show fashion accessories is to make them part of the total look. This provides the shopper with a setting, or background, for those accessories, creating a sense of time, place, and occasion—and a distinctive and memorable style. The difference between a dress or suit carefully fitted on a form and the display of that same garment accessorized with a scarf, jewelry, and a bag slung over the shoulder, along with the right style and color of shoes, is the difference between “just

Home Fashions, Hard Goods, and Food Displays

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

Every year, the International Housewares Association (IHA) sponsors a giant expo at the McCormick PlaceMcCormick Place exhibit space in Chicago, and literally thousands of manufacturers and vendors from around the world present their newest designs and wares to the thousands of merchants and global retailers that are involved in the home fashions business.

Point-of-Purchase Display

Martin M. Pegler and Anne Kong

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

Book chapter + STUDIO

plywoodimpulse shopping andbalancedefinedplywoodas displayersplywoodas displaysplywoodas fixturesPoint of purchase (POP) has been around since long before the cigar store Indian sculpted out of wood, clutching a handful of tobacco leaves, and garishly painted in green, red, and gold. It stood outside cigar stores and tobacco shops announcing to one and all on the street that tobacco products were sold just inside. Point-of-purchase signage probably goes back even further than the Middle Ages, whe

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.

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