IED Florence Summer Course – Visual Merchandising
Course objective
The aim of the course is to provide an introduction to this profession to individuals who need an overview of visual merchandising in a fashion retail context. Visual Merchandisers create window and interior displays in shops and department stores. Their aim is to maximise sales: they are responsible for the ʻlookʼ of the store. Displays are changed regularly and themes can be dictated by a number of factors, including the seasons of the year. This course has a practical and hands-on approach, in which students can learn the fundamental principles, inspiration and techniques of visual merchandising, such as increasing in-store customer traffic and guiding customers to browse through merchandise placement and store layout. The key focus will be on interiors and window-dressing. Students will acquire an understanding of design concepts, design skills, presentation, company branding and practical techniques, while learning practical skills, using methods and products for table-top presentations, display compositions and how to communicate with consumers. The final project will be an installation design for a shop in central Florence.
Subjects Visual merchandising lab Maximising store space and layout, using available space to the best advantage, dressing mannequins and making use of creative lighting for window displays. Preparing for promotional events and dismantling displays at the end of promotional periods; display & presentation techniques, store layout. Setting up a ʻmodelʼ store according to the companyʼs latest design directives; photographing the storeʼs windows, each wall and every display, in order to create a visual merchandising pack to send out to other stores (to ensure that all stores are consistent with the company brand and image).
Visual Language & Creativity Technique Conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes, sketching designs, developing floor-plans, sourcing materials. Maximising store space and layout, using available space to the best advantage, dressing mannequins and making use of creative lighting for
window displays. Preparing for promotional events and dismantling displays at the end of promotional periods; display & presentation techniques, store layout.
Branding Brand communication, the role of visual merchandising, organisational structure. Merchandising techniques, conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes. From brand image to brand experience, the building of a brand as a process.
Communication and Fashion Key media markets, cutting-edge strategies and techniques for branding and promoting the product, the person or the cause - all underpinned by extensive research and Information and Communication Technology skills. The world of communication relies on texting, podcasting and vodcasting. Planning fashion shows or alternative events, in order to provide students with a real understanding of all the tools (from the choice of location to shooting, from selection to music and fitting) and steps necessary to compose an organisation process. Giving feedback to the head office and the other teams (such as buyers), visiting other stores in the area, working with in-store sales staff and helping to develop their understanding of presentation. This course also examines current and future scenarios of synergies between the fashion world and the internet and will prepare for the final work.
Final Work By the end of the course, students will have designed display windows for some shops in central Florence and a sketchbook with some pictures of the final work, which will be a valuable addition to their portfolios. Here's a link to picture of the windows shop realized in 2010 Here's a link to the brand which the students worked with in 2010
Course Structure Duration: 75 hours Language: English Qualification for admission: No specific qualifications needed Course schedule: 4th - 22th July 2011 Coordinator Annaluisa Franco
Visual Merchandising Professional figure Most companies have a visual merchandising team. Typical activities will vary according to the roles within the team, but may include: conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes; sketching designs; developing floor plans; sourcing materials; maximising the space and layout of the store; using available space to the best advantage dressing mannequins and making use of creative lighting for window displays; preparing for promotional events and dismantling displays at the end of promotional periods; giving feedback to head office and the other teams (such as buyers); visiting other stores in the area, working with in store sales staff and helping to develop their understanding of presentation; setting up a 'model' store according to the company's latest design directives; photographing the store's windows, each wall and every display, in order to create a visual merchandising pack to send out to other stores (to ensure that all stores are consistent with the company brand and image); implementing the designs and plans created by the visual merchandising manager and the creative director, which may involve manual work including lifting, carrying and climbing ladders. Visual merchandisers may be employed by an agency, such as one providing services to the retail sector, but also to other clients such as events coordinators and to companies involved in the design and manufacturing stages of a product.