This class exists in these courses :
• IÉSEG > MSc in Fashion Management > Semester 2 > 2,00 ECTS

Prerequisites

Students should understand the elements that compose a Brand, be familiar with Merchandising Calendars, Product Categories and preferable have had one or more store visits to High-End, Bridge and Fast-Fashion Stores, including MBS and Department Stores

Learning outcomes

- understand Visual Merchandising (VM) is a science and it's role in an experientail omnichannel business,
- organize change management process and acknowledge VM as a strategic business partner that reflects corporate strategy at retail level,
- assess the values of a specific organization in which they work, and recognize corporate strategies through VM displays,
- be a reference point for expertise-related questions and ambiguities regarding VM through the execution of a strategic window display for a specific brand/organization and specific product collection,
- execute a basic product zoning strategy following VM display principles for a specific PoS,
- understand carreer opportunities within VM, including the different skills and profiles needed for each role.

Course description

DAY 1: Discovering VM
- Defining VM, Past, Present and Future
- Experiential Retail: Connecting Brand, Product and Consumer on- and off-line

DAY 2: Exploring VM
STRATEGIC WINDOWS
- History and Evolution of Windows
- Behind the Window: Window Design
STRATEGIC INTERIORS
- Experiential Retail
- Product Zoning and Display Techniques
RETAIL EXERCISE

DAY 3: VM as a Strategic Business Tool
- Developing a Succesful VM Strategy
- Identifying Corporate Strategies through Retail and VM
- You and VM, Carreer Opportunities

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work
• Research

Assessment

Students should work on a group project (case study) where they will have to analize a retail location for an assigned brand following tools and methods learned in class. Students will also have to build a design guideline (group project) for a window proposal for the same brand / retail location.

Recommended reading

• Morgan, Tony. Visual merchandising. 3rd ed. Laurence King Publishing, 2016. -

• Bailey, Sarah and Baker, Jonathan. Visual Merchandising for Fashion. 1st ed. Bloomsbury, 2014. -

• Bell, Judy and Ternus, Kate. Silent Selling. 5th ed. Fairchild Books, 2017. -

• Ebster, Claus and Marion Garaus. Store Design and Visual Merchandising. 2nd ed. Business Expert Press, 2015. -