Workshop on Window Dressing and Visual Merchandising
Both the shop window and sales point have become the most effective vehicles of communication for a brand’s desired image; where the product is presented in its final commercial phase.
On this course we will learn how to use display techniques in order to highlight trends, colour, and styles in a shop window or at the sales point itself.
- To learn about the world of window dressing, especially with regards to fashion.
- To apply different techniques in order to highlight trends, colour and styling in a shop window.
- Using and adapting different materials from interior design applied to window dressing.
- Developing the exhibition panels for a collection with regards to shop window design and display.
MODULE I: Visual Merchandising
What is Merchandising? Introduction to sales and marketing theory.
Project: briefing- concept and results.
Study of decorative elements.
Finishing, materials and colours.
Illumination and set design.
Ergonomics and vital measurements.
What is a still life?
Corner: what is it and how it is laid out.
Zoning in the shop. Display techniques and interior distribution.
Level of client attention: hot and cold zones.
Merchandising in the sales.
Trends in visual merchandising.
MODULE II: Window dressing
What is the shop window ? What is window dressing?
How to interpret a shop window display.
Balance: Volume, heights. Different levels.
Space in a window display. Analysis and organisation.
Style of the decorative elements.
Preparing the product for the shop window.