Fashion Image, Styling & Visual Merchandising
PATHWAY · VISUAL MERCHANDISING*
Additional study for core course · 2 week
This course teaches the fundamentals of visual merchandising from displaying and styling the fashion product, to designing a store window and in-store installation. The role of visual merchandising will be explored in a larger retail context, looking at how it supports the visual communication of a brand and serves to attract the target customer. Participants will look at store windows and key design techniques utilised, as well as methods of in-store layout and boutique design. Visual merchandising trends will help to inform research, development, and the realisation of merchandising design briefs.
Participants will be introduced to visual merchandising, exploring its role within the current fashion retail market. Understanding fashion brands and markets will also be investigated gaining an understanding of how the customer engages with the brand, as well as the visual communication strategies employed to attract the customer and promote a sale.
External store communication will identify some of the key design methods used in creating a window display and styling a fashion product. A window concept will be researched, developed and realised in a sketch model format and supported by mood/design boards; this will be pitched and presented in class.
Participants will expand their understanding of visual merchandising by exploring retail concepts and strategies that embrace both digital and physical mediums and promote the ‘brand experience’.
Internal visual merchandising communication strategies will be introduced, investigating methods of store layout and in-store design in terms of props, fixtures and materials.
Display methods utilising styling and organisation of product will also be explored. A design project will be developed researching a brand to create an in-store display installation that launches a hypothetical new product range. A visual research folder will be developed with design boards, floor plan and rationale of concept.
*Pathways are 2-week study courses that focus on a particular theme or skill within a main study area. These courses are available as an addition to core courses.
This course aims to provide participants with an understanding of the stylist’s role in the current fashion market, investigating the various career options. There is a particular focus on the introduction to editorial and personal styling. Participants will gain knowledge on how styling and fashion image are used to attract a global fashion audience, whilst also gaining individual styling knowledge (personal identity). The course looks at various areas such as concept development research, visual presentation skills and practical styling outcomes. Historic fashion styles as well as key looks and trends are also introduced.
COURSE THEMES · CORE COURSE
Style overview: participants study and explore key periods in history that represent past, present styles, future fashion trends and the elements that characterize and influence them. In order to fully understand the role of the stylist, participants will be guided in sourcing and collating information from research tools such as books and fashion magazines and through specific virtual domains relevant to fashion and luxury, as well as conducting iconographic research on.
Personal identity: participants evaluate the different types of human faces and bodies and are introduced to the skills and techniques used to enhance particular physical features such as hairstyling and make-up. They will gain an understanding of the fundamental elements used to dictate a style (i.e. the importance of colour, silhouette, accessories and their combination) and key notions in photo shoot planning and narrative.