Where do shoppers meet before heading out to browse the stores? Why
might they go to a particular shop and not another? What first
attracts them to a brand or garment? Visual merchandising is
concerned with all these questions, spanning the relationship
between consumer, environment, brand and product. As part of the
Basics Fashion Management series, Bailey and Baker introduce the
principles underpinning successful visual merchandising using
examples from budget, mid-range and luxury brands. These real-world
examples take the form of detailed case studies and interviews,
providing hands-on advice from all levels of industry. This revised
edition includes additional coverage of online visual
merchandising, lighting techniques, mannequin dressing and
integrating technology into displays.
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