VISUAL MERCHANDISING FOR PROFESSIONALS
This course will offer the participants the opportunity to discover the techniques of fashion visual merchandising, both for displays created in store windows and also within the point of sale. It will aim to help them understand the fundamental aspects of consumer behaviour and apply visual merchandising techniques in such a way as to improve the selling capacity and increment the productivity of the point of sale.
Participants will be introduced to the consumer shopping experience, and witness the definition of the reference target groups and the various methods of communication used in visual merchandising for the commercial and luxury markets. Students will also analyse the visual communication elements of the point of sale: location, competitors, shop front, entrance, windows and displays.
Participants will study in detail the shop window, the first point of contact between the store and the consumer. They will analyse the types of messages communicated and the different types of window. They will also learn techniques for purchasing the elements used to dress the window effectively, including choosing the theme, the importance of colour and light and the choice of the props and mannequins used.
Participants in the course will study the environment inside the point of sale, a fundamental element for defining how to assign the spaces based on the sales targets. The focus will be on merchandising techniques for understanding how the store interior looks and identifying how best to plan out the consumer’s route within the areas in which the products are displayed. By understanding how to classify and how best to position products, students will learn to create visual principles for displaying them as effectively as possible.
The visual merchandiser must know, and be capable of interpreting, the data resulting from analyses performed on sales in order to design windows and displays. They must also comprehend the concepts of sell-in and sell-out, know how to identify best and slow sellers and understand how to intervene effectively, in agreement with the store manager and the merchandiser, to improve the performances of the point of sale.
Synergies with the new media and social networks are important for improving the communication of offshore and online stores, with a view to increasing the relative visitor flows, creating a positive memory of the point of sale and building consumer loyalty. The classroom lessons will be alternated with workshops and presentations by companies from the retail industry.
Participants will analyse consumer loyalty-building policies and aftersales techniques. They will also complete the exercise designed to create a merchandising book for use in points of sale, which will provide window-dressing guidelines.