Visual Merchandising

Cover
Half Title
About the Authors
Title Page
Copyright
Dedication
Foreword
Preface
Acknowledgements
Contents
Part 1: Understanding Retail and Visual Merchandising
	CHAPTER 1. Introduction to Retail
		Retailing: Definition, Evolution and Formats
		Relating Retail with Customer Profile
		The Indian Retail Industry
		In Summary
		Exercises
		VM Speaks
	CHAPTER 2. The World of Visual Merchandising
		Visual Merchandising: Definition and Function
		History of Visual Merchandising
		Understanding Retail in India
		In Summary
		Exercises
		VM Speaks
	CHAPTER 3. Image Mix
		Retail Store—Site and Design
		Image Mix: The Top Six Elements
		10 Ways a Store can Turn Off its Customers
		In Summary
		Exercises
		Case Study: Men Buy, Women Shop
Part 2: Display Basics
	CHAPTER 4. Store Exteriors and Interiors: Elements of Display
		Store Exteriors
		Store Interiors
		In Summary
		Exercises
		VM Speaks
	CHAPTER 5. All I Do Can Sell (AIDCS)
		AIDCS: Is My Display Good or Not?
		In Summary
		Exercises
		VM Speaks
	CHAPTER 6. The Basics of Visual Merchandising
		Display Basics
		Design Basics
		Principles of Design
		Colour Blocking—People Buy Colours!
		Signage
		Understanding Materials
		In Summary
		Exercises
		Case Study: It Did Happen in India
Part 3: Store Planning and Fixtures
	CHAPTER 7. Store Planning and Fixtures
		What Is Store Planning?
		The Purpose of Planning Fixtures
		Types of Fixtures
		In Summary
		Exercises
		VM Speaks
	CHAPTER 8. Circulation Plan
		What Is a Circulation Plan?
		Types of Circulation Plans
		In Summary
		Exercises
		VM Speaks
	CHAPTER 9. Planograms
		Meaning and Purpose of a Planogram
		Benefits of a Planogram
		Implementation and Maintenance of a Planogram
		In Summary
		Exercises
		Case Study: Displays Disappoint
Part 4: Merchandise Presentation, Window Displays, and Other Important Tools
	CHAPTER 10. Merchandise Presentation
		Meaning of Merchandise Presentation
		Principles of Merchandise Presentation
		Categories in Merchandise Presentation
		Dominance Factor in Merchandise Presentation
		Cross Merchandising
		In Summary
		Exercises
		VM Speaks
	CHAPTER 11. Window Displays
		Window Display—Meaning and Scope
		Window Display Vis-à-vis Merchandise
		Window Display—Types of Setting
		Promotional Display Vs. Institutional Display
		Window Display—Construction
		Window Construction—Study
		In Summary
		Exercises
		VM Speaks
	CHAPTER 12. Visual Merchandising—Hands On
		Styling
		Display Calendar
		Sales Tracking
		Handling the Mannequin
		Props
		Lighting
		Organising an In-store Event
		VM Tool Kit
		Quality and Process in Visual Merchandising
		Standard Operating Procedures (SOPs)
		In Summary
		Exercises
		Case Study: Displays in India
Part 5: Experiential Retail
	CHAPTER 13. Experiential Retail
		Brand Experience—Brand-centric to Customer-centric
		Experience Design—Beyond Visual Merchandising
		Generation C—The Changing Consumer
		The Magic of Augmented and Mixed Realities
		Experiential Retail—The New Retail Scenario
		In Summary
		Exercises
		Case Study: Experiential Retail in Action
		VM Speaks
Appendix One: VM—Resource Guide
Appendix Two: VM—Career Options
Appendix Three: VM—Resumé and Portfolio
Glossary
Index