Silent Selling 2nd Edition : Best Practices and Effective Strategies in Visual Merchandising,9781563672194

Silent Selling 2nd Edition : Best Practices and Effective Strategies in Visual Merchandising

by ;
ISBN13: 9781563672194
ISBN10: 1563672197
Format: Hardcover
Pub. Date: 2001-10-01
Publisher(s): Fairchild Books
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Summary

Silent Selling, 2nd Edition, presents ideas that capture the direction in which today's retail industry is moving that will lead students beyond the basics of visual merchandising. Students will benefit from an understanding of expert's discoveries and learn valuable new techniques. With these informational tools, they can learn to create and deliver professional-quality presentations that will facilitate their move from the classroom to the workplace.

Table of Contents

Preface ix
PART ONE PREPARATION FOR VISUAL CREATIVITY 1(52)
Creative Thinking: Getting ``Out of the Box''
3(14)
It Begins with Creativity
4(1)
The Creative Process in Visual Merchandising
4(1)
Out-of-the-Box Thinking
4(1)
O'Brien's View of Creative Problem Solving
5(1)
Bell's Approach: Look, Compare, Improve
6(1)
The Scamper Model
7(1)
Best Practices and Practical Applications
8(1)
A One-of-a-Kind Creative Merchandiser
9(1)
Additional Creative Resources
10(1)
Guidelines for Implementing Ideas on the Job
11(2)
Building and Sustaining a Creative Work Environment
13(4)
What Is Visual Merchandising?
17(14)
Visual Merchandising Supports Sales
18(1)
Visual Merchandising Supports Retail Strategies
18(1)
Visual Merchandising Communicates with Customers
19(1)
Visual Merchandising Communicates Retail Image
20(1)
Shopping Is a Form of Communication
21(1)
How Do Customers Process Visual Merchandising Messages?
22(1)
Information Processing in a Visual Merchandising Strategy
23(1)
Visual Merchandising Supports Selling
24(1)
How Does Visual Merchandising Support Retailing Trends?
25(6)
Core Design Strategies
31(22)
The Visual Merchandiser Is a Design Strategist
32(1)
Atmospherics as a Merchandising Strategy
32(1)
Design Elements and Principles
33(1)
Color as a Merchandising Stategy
34(4)
Color Schemes
35(1)
Color as a Communication Tool
35(1)
Color in Store Decor
36(1)
Color as a Fashion Merchandising Strategy
37(1)
The How-to of Color Coordination
37(1)
Color Systems
37(1)
Balance as a Merchandising Strategy
38(1)
Rhythm as a Merchandising Strategy
39(4)
Proportion as a Merchandising Strategy
43(1)
Texture as a Merchandising Strategy
44(1)
Harmony as a Merchandising Strategy
45(1)
Emphasis as a Merchandising Strategy
45(8)
PART TWO PRACTICES AND STRATEGIES FOR THE SELLING FLOOR 53(124)
Layout and Fixtures for Fashion Apparel
55(48)
Creating Retail Atmosphere
56(1)
Types of Retail Stores
56(2)
Store Layouts
58(12)
Guidelines for Universal Access
60(4)
Layouts within Selling Departments
64(4)
Merchandise Placement Guidelines
68(1)
Clearance Merchandise
69(1)
Store Fixtures
70(1)
Capacity, Feature, and Signature Fixtures
70(1)
Conventional Metal Floor Fixtures
71(7)
Round Racks
71(4)
Superquads
75(1)
Gondolas
75(1)
Bins and Cubes
76(2)
Conventional Floor Feature Fixtures
78(1)
Conventional Wall Capacity Fixtures
79(3)
Garment Rods and Crossbars
79(1)
Slatwall and Gridwall
80(1)
Wall System Accessories
80(1)
Shelving
80(2)
Conventional Wall Feature Fixtures
82(1)
Waterfalls
82(1)
Straight Arms
82(1)
Furniture Fixtures and Antiques
83(1)
Tables
84(1)
``Found'' Objects as Fixtures
85(1)
Vendor Fixtures and Shops
85(1)
Custom Fixtures
85(3)
NASFM
88(1)
Fixturing the Accessory Department
88(4)
Accessory Showcase Presentation
92(3)
Open-Sell Accessory Fixtures
93(2)
Specialized Accessory Fixtures
95(8)
Fashion Apparel Wall Setups
103(30)
Walls as Retail Selling Tools
104(1)
Walls as Destinations
104(1)
Walls as Store Fixtures
105(1)
The Visual Merchandising Tool Kit
105(8)
Wall Dividers
105(1)
Decorative Lighting Fixtures
106(1)
Lighting Techniques for Walls
107(1)
Selecting Fixtures for Wall Presentations
108(1)
Selecting Merchandise for Wall Presentations
108(2)
Using Balance in Wall Presentations
110(1)
Signing and Graphics in Wall Presentations
111(1)
Manequins and Mannequin Alternatives in Wall Presentations
112(1)
Visual Merchandising Props in Wall Presentations
113(1)
Guidelines for Wall Setups
113(9)
Folding Techniques for Shelved Products
117(5)
Wall Planograms
122(1)
Creating Wall Planograms
123(2)
Priority Wall Areas
125(8)
Fashion Apparel and Accessory Coordination
133(13)
Selecting Merchandise for Display
134(1)
Coordinating by End Use
135(1)
Coordinating by Fabrication
136(1)
Coordinating by Style
136(1)
Coordinating by Color
136(1)
Seasonal Color Schemes
137(1)
Coordinating Patterned Pieces
137(1)
Coordinating Brand Names
138(1)
Coordinating by Trend
138(1)
Dressing a Coordinate Display Hanger
139(1)
Coordination Resources
140(5)
Home Fashion Presentation
145(1)
Home Fashion Stores
146(31)
Store Entrances
146(3)
Store Layout
149(1)
Floor Feature Fixtures
150(2)
Floor Capacity Fixtures
152(1)
Furniture and Found Fixtures
153(2)
Wall Fixtures
155(2)
Merchandise Presentation
157(2)
Successful Presentation Strategies for Walls
157(2)
Basic Wall Planograms
159(2)
Home Fashion Dispay Techniques
161(4)
Self-Selection Displays
161(1)
Editorial Spaces
162(1)
Basic Display Construction for Tabletops and Display Shelves
162(2)
Floral Displays
164(1)
Home Fashion Resorces
165(12)
PART THREE COMMUNICATING RETAIL ATMOSPHERICS 177(36)
Signing
179(20)
Communication through Signing
180(6)
Communication Brand Identity
180(1)
Communication through Operational Signing
180(1)
Communication through Signing Media
181(3)
Communication Tone
184(2)
Signing Merchandise
186(3)
Signing Presentation
187(2)
Handmade Signs
189(1)
Sign Design
189(6)
Sign Layout
190(1)
Sign Copywriting
190(1)
Desiging Your First Sign
191(1)
Signing Production
192(3)
Sign Holders
195(1)
Signing Resources
195(4)
Lighting
199(14)
Lighting Defines Store Brand Identity
200(1)
Lighting Technology
200(1)
Lighting Functions
201(1)
Lighting Systems
202(2)
Combined Lighting Systems
203(1)
Lighting Windows and Editorial Displays
204(1)
Priority Lighting Checklist
205(1)
General Guidelines for Lighting
205(3)
Trend Awareness
208(5)
PART FOUR VISUAL PRACTICES FOR NONTRADITIONAL VENUES 213(52)
Grocery and Food Service Stores
215(28)
Food as Fashion
216(3)
A Brief Grocery History
219(1)
Consumer-Driven Changes
219(4)
Home Meal Replacement
220(1)
Impulse Shopping
220(1)
Internet Convenience Shopping
221(1)
Organically Grown Foods
221(1)
GMO Products
221(1)
Natural Food Markets
221(1)
Ethnic and Exotic Foods
222(1)
Future Trends
223(1)
Types of Grocery and Food Service Stores
223(2)
Traditional/Conventional Supermarkets
223(1)
Specialty Grocers
223(1)
Hypermarket/Superstores
224(1)
Warehouse Stores
224(1)
Membership/Wholesale Clubs
224(1)
Public Markets
224(1)
Pharmacy/Food
224(1)
Convenience Stores
224(1)
Co-ops
224(1)
Store Layout and Fixtures
225(5)
Gondola Fixtures
226(1)
Custom-made Fixtures
226(1)
Walls
226(2)
Store Furnishings
228(1)
Graphics
229(1)
The Visual Merchandiser's Role
230(4)
Professional Development
230(1)
Grocery and Food Prduct Presentation
231(1)
Grocery Shelves and Endcaps
232(1)
Cross-Merchandising Tabletop Displays
233(1)
Resources
234(9)
Fixture Trade Shows
234(1)
Websites
235(1)
Magazines, Books, and Television
235(8)
Nontraditional Retailing
243(22)
Specialized Marketing
244(1)
Kiosks
244(6)
Kiosk Fixture Design
244(1)
Kiosk Types
245(1)
Miniature Interactive Kiosks
246(3)
Kiosk Fixture Resources
249(1)
Presenting Merchandise in Kiosks
249(1)
Internet Retailing (E-tailing)
250(4)
Presenting Images for the Camera
251(2)
Presenting Images On-Screen
253(1)
Special Events
254(11)
Fashion Shows
255(10)
PART FIVE TOOLS AND TECHNIQUES FOR MERCHANDISE DISPLAY 265(76)
The Magic of the Display Window
267(22)
Retial Theater
268(1)
Architectural Window Styles
268(4)
Enclosed Windows
269(2)
Open-Back Windows
271(1)
Window Display in Practice
272(2)
Window Merchandising Functions
272(2)
Nonmerchandising Window Functions
274(1)
Window Display Theory
274(1)
Fantasy-to-Reality Theory
274(1)
Window Display Themes
275(1)
The Mechanics of Window Magic
276(8)
Techniques for Positioning Mannequins in Windows
277(2)
Mannequins with Trousers
279(1)
Tips for Propping Windows
279(1)
Techniques for Buildups in Windows
280(1)
Techniques for Lighting
280(3)
Techniques for Ledges and Display Cases
283(1)
Housekeeping
284(1)
Windows as an Art Form
284(5)
Mannequins and Mannequin Alternatives
289(30)
Communicating Self-Image and Fashion Image
290(3)
Mannequin Evolution
290(3)
Sourcing Mannequins
293(3)
Internet Sourcing
293(1)
Trade Publications
293(3)
Trade Shows
296(1)
Field Trips
296(1)
Choosing and Buying Mannequins
296(23)
Mannequin Trends
296(1)
Designing and Manufacturing Mannequins
297(1)
Matching Mannequins to Images
298(5)
Mannequin Alternatives
303(2)
Purchasing Mannequins
305(1)
Receiving and Unpacking Mannequins
305(1)
Learning Sizes of Mannequins
306(1)
Selecting Garments for Mannequins
306(1)
Dressing Mannequins
307(4)
Maintaining Mannequins
311(1)
Scheduling Changes
311(1)
Positioning and Propping Mannequins
311(1)
Maintaining Mannequin Image
312(7)
Building a Visula Merchandising Department
319(22)
Organizing Your Professional Work Environment
320(1)
Becoming the ``Go-To Person''
320(1)
Setting Up Your Toolbox
320(2)
Setting Up Your Office
322(2)
Basic Office Supplies
322(1)
Basic Desk References
322(1)
Basic Organizer Systems
323(1)
Maintaining Your Office
323(1)
Building a Multimedia Resource Center
324(4)
Capturing Ideas
324(1)
Gathering Insights and Inspirations
324(1)
Reading about the Industry
324(2)
Building a Manufacturers' Library
326(1)
Building a Photo Library
326(1)
Building a Materials Library
327(1)
Building a Travel or Market Library
327(1)
Markets, Trade Shows, and Exhibitions
328(3)
Planning a Productive Market Trip
329(1)
Shopping the Trade Shows
330(1)
Setting Up Visual Merchandising Projects
331(2)
Setting Up and Managing a Visual Merchandising Budget
333(4)
Tracking and Reporting Systems
333(1)
Writing Purchase Orders
334(3)
Creating an Executive Presentation
337(4)
PART SIX CAREER STRATEGIES 341(28)
Visual Merchandising Careers
343(26)
Beginning A Career in Visual Merchandising
344(2)
Twenty-One Visual Merchandising Careers
346(9)
Retail Organizational Structures
353(2)
Visual Merchandising Career Strategies
355(9)
Career Tips
355(1)
Getting Along in the Workplace
356(2)
Getting Ahead in the Workplace
358(1)
Networking
359(1)
Getting Your Foot in the Door
360(1)
Documenting Your Professional Qualifications
360(1)
Interviewing Effecively
361(3)
Connecting with the Industry
364(1)
Future Career Goals
364(5)
Glossary 369(4)
Directory of Visual Merchandising Professionals 373(5)
References and Resources 378(3)
Index 381

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