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Marketing compliance for the fashion industry

Deanna Clark-Esposito

Source: A Practical Guide to Fashion Law and Compliance, 2018, Fairchild Books Library

Book chapter

The US Federal Trade CommissionFederal Trade Commission (FTC) governs the prevention of unfair or deceptive acts or practices, which includes print and online advertising, marketing, and sales messaging. Setting both the guidelines and parameters for determining when a marketing claim would be considered deceptive, the FTC also has enforcement powers to penalize those marketers and advertisers whose content it concludes is deceptive to the average consumer.

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

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:

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

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

Market and sales research for forecasting

Chelsea Rousso and Nancy Kaplan Ostroff

Source: Fashion Forward. A Guide to Fashion Forecasting, 2nd Edition, 2018, Fairchild Books Library

Book chapter + STUDIO

market research firmsinformation sourcesmarket research firmsMany independent market research firms that focus on the fashion and apparel industries conduct studies and provide information that can benefit forecasters. From reports detailing product and market trends to marketing strategies, research firms analyze and project marketing opportunities. They aim to explain what is being purchased as well as where, when, why, and how consumers are buying. They monitor retail through audits and track

Creative Thinking: Getting Outside the Box

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 is a creative occupation. Success in this field depends on a person’s ability to infuse creativity into every part of the job. The discussion of creative thinking that launches this text should set a mood that encourages you to explore and internalize the creative retailing methods and strategies introduced in each chapter—in short, make it all your own. Your ability to absorb the information presented in this book and adapt it to your own practical use on the job is just as

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

Core Design Strategies

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

The visual merchandiser must be a strategic thinker. What’s that? A strategic thinker assesses a task in relation to available resources (tools) and the goal that’s been set. By the end of this chapter, you’ll know that it’s the visual merchandiser—carrying out design strategies created by the store’s management team—who actually brings the store and its merchandise to life.

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

Nontraditional Retailing

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

Changing shopping preferences and emerging technology have encouraged retailers to alter some of their customary methods of communicating about their stores and the products they sell. In some cases, retailers have even changed where and how their goods are sold. These new retailing strategies may affect your career path because they are opening up new opportunities for visual merchandisers. You’ll never be able to say that visual merchandising is static. There are several developing trends discu

The Magic of the Display Window

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

vignettes are a condensed version of a larger scene. For example, a home furnishings vignette might establish the mood and the scene of a larger room with only a few elements—a chair, an end table, and a lamp.

Mannequins and Mannequin Alternatives

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

The mannequin is regarded as one of the fashion retailer’s most powerful communication tools. Used strategically, it speaks volumes about fashion trends and a store’s brand identity. We know that in order to communicate effectively, a store mannequin must relate to a shopper’s self-image. When shoppers follow current fashion—read about it, talk about it, look at it, buy it, and wear it—they are defining self and describing who they are through the clothing they wear. In fact, more than one indust

Introduction to the Digital Landscape

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

The evolution of the Internet over the past two decades has paved the way for social media networks to capitalize on today’s hyper-connected world. Social media is all about capturing and sharing the in-the-moment updates, and delivering the message of “real time” (live stories). Digital innovation continues to influence the expectations of marketers, managers, and consumers alike. In the previous chapter, we explored how the digital landscape disrupted the traditional fashion industry and forged

The Rise of the Hyperconnected Consumer

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

With over three billion Internet users and two billion social media users, it is no wonder that there is a shift in the behavior of consumers with the connected world around them (Kemp, 2015). Consumers continue to embrace these connections at accelerated rates through the adoption of mobile applications, social media communities, and the Internet itself. In this chapter, we will investigate these new connected consumers to see how they have adopted digital/social networks as part of their everyd

Digital Storytelling

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

In order for a brand to efficiently engage with their audience on social media they must be able to curate, share and convey their story. To show measureable results in real-time social space, marketers (social media strategists) must first develop and convey a strong media story about a brand. Storytelling is critical; it enables the consumer to experience different elements of that brand. In this chapter, we will explore a changing of the narrative, from brands being the storytellers to consume

Strategic Marketing in the Digital Age

Wendy K. Bendoni

Source: Social Media For Fashion Marketing. Storytelling in a Digital World, 2017, Fairchild Books Library

Book chapter

In this chapter, we will take a closer look at social media marketing’s role in integrated marketing communication strategies, social influence marketing, and affiliate alliances. Through interviews with digital and marketing industry leaders, we will learn the steps involved in the planning stages of a digital strategy and the growth of influencer power. We will also evaluate how brands and retailers approach strategy development, execution, and assessment of their marketing efforts across multi

Fashion marketing and digital technologies

Clare Harris

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

Book chapter

Fashion—styles and trends in clothing and accessories—is an important part of our culture and economy. The fashion system is a term used to describe everything that is part of fashion—its art and craft, business and industry, production and consumption, and the language and imagery it uses.

Fashion and film

Clare Harris

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

Book chapter

Fashion and film have had a long and productive relationship. Costume is extremely important in film; costume designers work as storytellers, their designs helping to bring characters to life.

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.

Trends in Fashion Buying

David Shaw and Dimitri Koumbis

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

Book chapter

Buyers help to set up a number of promotional retail activities, with the aim of achieving a higher gross margin each season while moving units at a more rapid rate. Many of these promotions typically entail some level of discount pricing, but there are also other promotional activities that can help to drive sales without compromising the overall pricing strategy as set by the buying and merchandising teams.

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