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Moda Y Visual Merchandising

Moda Y Visual Merchandising


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About the Book

Why do we choose certain clothing stores over others? What determines how certain pieces sell? What's the first thing that attracts us to a given brand? Visual merchandising is the field that addresses these questions. Starting with the various considerations involved in displaying products at points of sale, this book offers a clear and detailed explanation of the theoretical underpinnings of visual marketing in fashion. The authors address topics ranging from conceptual approaches to display design to guides to creating narrative sequences. The book also includes interviews and illustrated examples from some of the most successful visual merchandising initiatives in recent years.

¿Por qué vamos a una determinada tienda de ropa y no a otra? ¿Qué es lo que determina que se vendan los artículos de moda? ¿Qué es lo primero que nos atrae de una marca? El visual merchandising es la especialidad que responde a este tipo de preguntas al hacer converger la marca, el consumidor, el producto y el entorno en una misma disciplina. Partiendo de los distintos enfoques de la exposición de producto en el punto de venta, este libro explica de forma clara y detallada la base teórica del merchandising visual en moda y desglosa todas las técnicas y aspectos clave de la profesión. Los autores abordan tanto aquellas cuestiones relacionadas con el planteamiento conceptual del diseño de displays como aquellas que afectan a su materialización final. Así, estudiantes y profesionales encontrarán en este manual la información esencial sobre qué fuentes pueden servir de inspiración visual, cómo crear relatos o secuencias narrativas, cuáles son los puntos de toque y los umbrales en las tiendas o qué recorridos u orientación son los preferidos por el consumidor en el interior de las mismas, entre otras muchas cuestiones. El libro incluye además entrevistas y ejemplos ampliamente ilustrados de los trabajos más exitosos de algunos de los visual merchandisers más importantes en la actualidad.

About the Author: Sarah Bailey is a freelance visual merchandising consultant and the codirector of the Fashion Visual Merchandising and Branding program at the London College of Fashion. She has over fifteen years of experience in the industry and has worked for some of the UK's top retail stores.


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Product Details
  • ISBN-13: 9788425227226
  • Publisher: Editorial Gustavo Gili
  • Publisher Imprint: Editorial Gustavo Gili
  • Height: 229 mm
  • No of Pages: 192
  • Spine Width: 0 mm
  • ISBN-10: 8425227224
  • Publisher Date: 01 Sep 2014
  • Binding: Paperback
  • Language: Spanish
  • Returnable: Y
  • Width: 159 mm


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