Window Dressing and Visual Merchandising
Both shop windows and the shop itself have become some of the most effective communication tools to promote a brand image; they represent and are the product in its final marketing phase.
The concept of a shop window will be defined through the use and application of different interior design materials and interpretation panels from the collection. Window dressing, design and assembly skills will be developed. Merchandising techniques (handling, placing, communication, and visual promotion) will be used in order to optimise sales results.
Objectives
- Learn about the world of window dressing and visual merchandising, specifically for fashion.
- Know how to use different techniques to develop trends, colour and styling in shop windows.
- Use and apply different materials from the interior design world in shop windows.
- Develop a collection’s interpretation panels for the design/assembly of shop windows.
- Be able to transmit interest in finding new trends and suitable materials for window dressing.
- Understand a project’s basic processes, from the order to its completion.
Syllabus
Unit I: Window dressing
Colour. Lighting. The shop window’s space. Analysis and organization. Materials. Styles of decoration elements. Atmosphere, set designs. Product arrangements for its shop window’s exhibition. Types of clients, brand analysis and work philosophy. Shop window’s rotation. Professional organization. Window dressing kit. As professionals, which job opportunities do we have?. How to find them. Book presentation
Unit II: Visual Merchandising
Introduction. What is Merchandising. Previous study of the shop for its organization. Corner: what it is and how to set it up. What is a still-life. Exhibition technique and interior distribution. Finish and materials study. Lightning. Psychological effect of colours inside the shop. Sales space study. Decorative elements study. Sales merchandising. Sales statistics. Latests trends in visual merchandising.
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