The Real World Guide to Fashion Selling and Management
Author: Sar Perlman
Today's fashion retail world is fast-paced and based on quick transactions - so how does the art of personal selling stand out among the sea of flashy advertisements and slick commercials? Students often feel that selling is something that magically happens and find themselves unprepared when they're on the job. But now, more than ever, the personal approach matters and can determine whether a product succeeds or fails. The Real World Guide to Fashion Selling and Management provides the essentials required for success in the industry: how salespeople define and locate their markets, the importance of developing and maintaining relationships with clients, techniques for top-notch sales presentations, basic professional do's and don'ts, dynamic "behind the label" success stories, and how to anticipate - not just keep up with - today's global marketplace. The roles and expectations of sales managers are also detailed, from setting goals and targets to leading a successful, competitive sales force. Far from being a dirty word, selling is essential. With this book, students will get the real-world information they need to put their careers on the fast track.
Silent Selling: Practices and Effective Strategies for Visual Merchandising, 2nd Edition
Author: Judith Bell
Combining the best visual merchandising practices with the best hands-on teaching methods, this new edition of Silent Selling explains how retailers attract consumers to their store through the creative use of design principles. The focus is on the presentation of fashion goods, including apparel, accessories, and home fashions, but visual merchandising in grocery and food service stores and nontraditional retailing, including e-taling, are also considered. Readers learn how to use the tools of the trade–planograms, fixtures, mannequins, signage, lighting, and props. They see how a visual merchandising department is organized, how it functions, and how it contributes to a retailer's promotional efforts. With advice based on the experience of the authors and other veteran visual merchandisers, students can consider how to utilize their own talents in a visual merchandising career.
- Easy to remember and apply techniques for designing visual presentations including Bell's original Look, Compare, Improve approach to creativity and her application of the "Roy G Bv" acronym to color scheme selection
- Visual support of text in the form of diagrams and other line illustrations and photographs of award winning, cutting-edge displays, including an 8-page full-color insert
- Letters to the reader from experienced visual merchandisers, offering practical, real-world advice at the end of each chapter
- Marginalia including definitions of technical terms, pithy quotations from the experts, and "A Retail Reality" sidebars that connect retail principles and practices to the routine activities carried out by visual merchandisers on a daily basis
- Activities that encourage readers to explore and evaluate the visual presentations of retailers in their own locale and to try their hand at conceiving of and executing displays
- Realistic case studies to provide opportunities for creative thinking and evaluation
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