Brands, chains and stores implement strategies to give a visual Identity to the store and the Visual Identity of the brand. This is why the Visual Merchandiser profession was born: an indispensable, innovative profession created to increase sell-out by making the most of the display and merchandise layout. The mission of the Fashion Merchandiser is to transform the Point of Sale into an emotional place that solicits the Customer with pleasant sensations that encourage purchase.
Therefore, the work of the Visual Merchandiser (rationalizing display space, presenting products at the point of sale, deciding on materials, lighting and colors) is of paramount importance in modern retail
- Acquire the tools to rationalize exhibition space
- Learn how to present products at the point of sale
- Develop the ability to use materials, lights and colors for multisensory communication
- All those who want to enter the professional role and experiential professionals in the field
Introduction
- Profile of the Visual Merchandiser-atmosphere of the P.d.V.
- From concept-store to visual merchandising.
Basics.
- Concept and classification of "lifestyle"
- Visual and Product Manager Relationships
- Classification of different types of retail.
Fashion Trends
- Sources of trends and relationships between trends, purchasing, and Visual activities
- Concepts of innovative fabrics, innovative materials, and technologies related to industry supplies
Notions of semiotics:
- Practical-operational aspects for the activitỳ of Visual Multisensory Communications, olfactory islands
- Presentation and explanation Basic project.
Importance of Color in Visual Merchandising
- Meaning and use of colors
- Harmony in color matching (match color)
- Color codes : Pantone, RAL, NCS-color scale.
Commercial Calendar of Visual Activities:
- Special Events
- Vision and commentary of Basic Project and launch Final Project.
Communication in the P.d.V.
- Classification of External Design Display
- Interior design
- Display with "rhythm."
Internal communication
- Layout, classification and structures
- The Showcase : basics, classification, tools, lighting, display media, the Corner.
P.d.V. Analysis:
- Evaluation of the effectiveness of store design activity from an experiential perspective (experienced, perceived, imagined space.
- Case history: P.d.V.
Presentation of Final Project by students: Commentary and Evaluation
Exercises
- Simulation and practical industry exercises
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