Visual Merchandising for Fashion

Jonathan Baker is the Course Leader for the Postgraduate Certificate in Fashion Visual Merchandising at the London College of Fashion, UK. He is also a freelance industry consultant, writer and blogger and former Chief World Expert in Visual Merchandising for Worldskills.org. Jonathan previously worked within the retail and visual merchandising industry across 18 high street brands, including Topman, Topshop, Burtons.Sarah Bailey is a Senior Lecturer on the Fashion Retail Branding and Visual Merchandising course at the London College of Fashion, UK. She is a freelance visual merchandising consultant for a number of individual fashion retail clients and brand consultancies, and has over fifteen years of industry experience working with some of the biggest UK fashion and interiors blue-chip retailers.

• IntroductionChapter 1: Research and Design - Visual design development; Model making and experimentation; Concept development; Presentation and communication of design concepts; 25 visual themes; Interview; Interview; ActivitiesChapter 2: Display Design Basics – Line; Composition; Texture; Colour; Lighting; Interview: focus on lighting; ActivitiesChapter 3: Space Planning Principles - Store architecture and retail formats; Space hierarchy; Space planning layouts; Customer navigation; Journey to sale; Case study; ActivitiesChapter 4: Displaying Merchandise - Retail windows; Mannequins: best practice guide; Selection of fashion merchandise; Landscaping; Fixtures; Case study; Case study; ActivitiesChapter 5: The Customer Experience - Designing the customer experience; Where do visual merchandisers work?; Working in the visual merchandising industry; Portable and pop-up stores; Interview; ActivitiesChapter 6: The Future of Visual Merchandising - Shopping trends and innovations; Technology and digital visual merchandising – expanded; Sustainability – expanded; Internationalisation; Case study: technology; Interview: online visual merchandiser; ActivitiesAppendix – Resources; Glossary: expanded from first edition; Index; Acknowledgements