xvi
Chapter 20 Service, Safety, and Security. ...........422
Customer Service .....................................424
Credit and Other Noncash Payment Services .................434
Safety ..............................................439
Security and Loss Prevention. ............................440
Unit 6
Fashion Promotion
Chapter 21 Fashion Promotion and Advertising. ......448
Fashion Promotion ....................................450
Advertising. .........................................455
Changes in Advertising .................................469
Public Relations ......................................471
The Fashion Press .....................................472
Chapter 22 Visual Merchandising. ....................476
The Importance of Visual Merchandising. ...................478
The Store Interior .....................................478
Merchandise Presentation ...............................481
Interior Displays ......................................486
Window Displays .....................................492
Nonstore Visual Merchandising ...........................495
Chapter 23 Special Event Fashion Shows ............498
Fashion Shows Serve Many Purposes. ......................500
Types of Fashion Shows. ................................501
Planning Fashion Shows ................................501
Coordinating Merchandise and Models .....................508
Coordinating All Aspects of the Show ......................512
Promoting and Presenting the Show .......................517
Rehearsals and Show Time!. .............................520
Follow-Up and Evaluation ...............................521
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