6 Preface "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 If you have ever stood outside a shop admiring the artistry of the window display, been distracted by a sale item while passing through a department Rarely taken seriously at first, because their new roles were unexplained, visual merchandisers were soon laying out departments complete with "sight lines," "focal points," and "hot shops." A new retail vocabulary was born, and soon store interiors had as much sparkle as their windows. Today, visual merchandisers command respect, and are a much sought- after commodity in the retail world as they provide not only a service but also inspiration and commerciality. This book aims to enlighten and educate students and retailers in the workings of the world of the visual merchandiser. It covers both the art of the window display and in-store