Instituto Marangoni

Fashion Visual Merchandising

Instituto Marangoni


This course will give you the opportunity to discover the techniques of visual merchandising and

visual display in order to maximise the profitability of a display or of a store.

additionally you will learn the concepts of customer experience necessary to create a unique buying engagement for every customer.

Week 1

merchandising techniques: emotional visual and organisational visual.

visual elements of communication outside the retail store: location, analysis of the external sign, the façade, accesses and windows (distinguishing between commercial, prestigious and advertising).

focus on window displays: research and tools to create windows.

project 1 - merchandising book.

the guidelines: uses and purposes.

Week 2

layout of a retail point.

elements of visual communication within the shop: analysis of the area, space assignment according to sales objectives.

identify the ideal consumer path, product and equipment display.

giving importance to product grouping.

project 2 - merchandising book.

the shop: image and window display.

Week 3

display techniques.

walls: research and creation techniques.

levels of displaying, sales and analysis of the ?reading? process from the consumer side.

vertical and horizontal display: meaning and creation criterias.

the costumer loyalty, after selling techniques and focus on the overall ?customer experience?.

project 3 - merchandising book.

the product: display and layout.

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Fashion Visual Merchandising

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Fashion Visual Merchandising