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Visual Merchandising by Tony Morgan

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Themes and schemes

The best way of viewing a window scheme is from across the street. Here at Harvey Nichols, London, large graphics, mannequins, and props are used to create impact.

Both “themes” and “schemes” are familiar words to a visual merchandiser. They refer to the creative element that will be used to support the product. They are both related, giving the window or windows a thread that will pull the overall look together. A theme or scheme should be well planned and thought through. Visual merchandisers use them to create drama, to tell a story, and to inspire. They can be seasonal or a commentary upon social, political, or economic ...

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