Fashion Visual Merchandising

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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.

Campus i seus: Instituto Marangoni
Instituto Marangoni
(Barcelona)
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