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Book: Visual Merchandising Second Edition by Tony Morgan

By on February 4, 2013 — Updated on August 25, 2014

The Visual Merchandising (Window and In-store Display for Retail) Second Edition by Tony Morgan is Published in 2011 by Laurence King Publishing Ltd in association with the University of Arts: London College of Fashion.

The author, Tony Morgan is a teacher of visual merchandising at the London College of Fashion and is head of VM department at the Fashion Retail Academy I London.

He was at Selfridges for 18 years where he was manager for visual merchandising and currently runs his own creative retail consultancy.


The book has 300 pages including the cover. It is designed by Kerrie Powell, and features a photo of mannequin in Selfridges, London by Andrew Meredith. The contents of the book include:

  • The history of visual merchandising
  • The roles of the visual merchandiser
  • Store design
  • Window dressing, in-store visual merchandising, and the use of mannequins
  • Exciting case studies, with photographs of cutting-edge windows and in-store merchandising
  • Useful diagrams of successful window schemes and floor layouts
  • Practical advices, hints, and tips from leading visual merchandisers
  • The visual merchandiser’s toolbox
  • A glossary of industry terms

Some Beautiful Quotes from the Book

“It is your imagination that needs to be stimulated. Once that happens, the rest is easy. The merchandise is always the leader.” – Joe Cotugno, OVP and Creative Director, Bloomingdale’s

“We are the guys backstage who are stage-managing and producing the whole effect, whereas the buyers are writing the story and providing the content. We are the ones who have to bring it to life. If Selfridges were a magazine, the windows would be the front cover.” –Alannah Weston, Creative Director, Selfridges

“The first step when designing a window is to define a theme and the spirit in which you want to put things forward. The, you have to find the idea: that very special idea that will make difference visually.” –Franck Banchet, Creative Director, Printemps

“It is extremely important that we have an established theme that begins with our windows and translates to all areas in-store nationally. The in-store areas are just as important as our windows and provide our customers with information and entertainment.” –John Gerhardt, Creative Service Director, Holt Renfrew

Inside View of the Book



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