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Establishment
Language of instruction
English
Teaching content
FASHION
Training officer(s)
P.HAMER
Stakeholder(s)
P.HAMER
Présentation
Prerequisite
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
Goal
- 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.
- 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.
Presentation
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
- 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
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 7,00 | ||
| Recherche | 7,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
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.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 10,00 |
| Autres | |||
| Etude de cas | 1,00 | 1 | 20,00 |
| Projet Collectif | 1,00 | 1 | 70,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
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. -
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. -