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Book Title:
212. 630. 4171
*Fairchild Publications is considered the world’s paramount educational fashion book publisher. Its primary focus is on such significant categories as textiles, fashion design, patternmaking, grading, draping, fashion marketing, and merchandising. It also publishes books on costume history, color theory, retailing, and visual merchandising.
Part One - Preparation for Visual Creativity The concept of creative thinking is explored through numerous aspects including the Visual Merchandising process, out-of-the-box thinking, creative problem solving, and the SCAMPER (Substitute, Combine, Adapt, Modify, minify, magnify, Put to Other Uses, Eliminate, and Reverse or Rearrange) method. Core design principles such as color schemes, balance, rhythm, harmony, emphasis, proportion, and texture are examined.
Part Two - Practices and Strategies for the Selling Floor Fashion apparel and accessory guidelines, as well as home store layouts and fixtures, are extensively covered in this section. Every facet from merchandise placement to store fixtures to accessory showcases and even to the use of walls as retail selling tools is scrutinized. Of particular use to the reader are the illustrated planograms—drawings that show how merchandise and fixtures should be placed in the retail environment.
Part Three - Communicating Retail Atmospherics After completing this part of the book, the reader will be able to (1) identify various signage functions; (2) compare the expanding variety of signage media; (3) decide when to sign merchandise; (4) explain the guidelines for setting up various types of signage; (5) write sign copy using a variety of techniques; and (6) design specific signage layouts. Added value here includes lighting systems, lighting priorities, and best practices for lighting the retail environment.
Part Four - Visual Practices for Non-Traditional Venues Grocery and food service stores, kiosks, internet retailing, and special event marketing compose this section. The Visual Merchandiser’s professional development role of looking, comparing, and innovating is greatly emphasized.
Part Five - Tools and Techniques for Visual Merchandise Display The magic of this window displays segment emphasizes that retail is theater and illustrates how architectural window styles, enclosed windows, and window merchandising functions increase sales. Display window themes, mechanics, theories, and practices promote retail windows as an art form.
Part Six - Career Strategies Visual Merchandising career options, professional resumes, visual portfolios, interpersonal strategies, and networking skills provide tips and guidelines ranging from internships to independent contracting to building a successful professional Visual Merchandising career.
Throughout the book the numerous hands-on activities, classroom projects, creative thinking exercises, case studies, and internet resources are particularly helpful to those interested in developing their creative display techniques.
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