ICVisual Merchandising

Intensive Course“Visual Merchandising”

For the past 50 years, the Accademia Costume & Moda has been a centre of excellence in the areas of Fashion and Costume, also thanks to its former students who have become nationally and internationally accomplished professionals within the Fashion System and the Entertainment Industry.

IC

INTENSIVE COURSE - VISUAL MERCHANDISING

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The objective of this specialisation course in Visual Merchandising is to educate and create efficient, contemporary and creative visual merchandisers who will be able work within a team, commercial directors or merchandise managers for the dressing and the communication of products in stores.

The student will acquire the ability to recognize creative peculiarities, the political approach of a brand, its collections’ moods, codes and themes and able to interpret all these factors in dressing show rooms and stores, undertaking required modifications for the respective environments. This will be done whilst emphasising the key factors and developing the necessary communication strategies for the product in all the different areas, from show rooms to retail stores.

The student will focus on all strategies required for dressing corners, open spaces and windows, both in a single retail store or stores that belong to international chains.

This course will enable students to undertake a professional career in the field of Visual Merchandising in a “marketing oriented” international Fashion Luxury industry sector.

objectives

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Who is this course for

This course is addressed to undergraduates, graduates and professionals who want to specialise in a creative and stimulating field, which is increasingly expanding, and acquire a complete and highly qualified education. Applicants should be creative and familiar with IT tools such as Photoshop. The Accademia can provide candidates with extra curriculum private tutorials.

Duration and Attendance

90 hours of lessons and lab work.Saturdays 9.00–18.00.Enrolment to this course is limited.Admission is determined after an interview.

who is this course for - duration and attendance

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Introduction

The course consists of three modules: at the end of each module will be made a quick test to verify the acquisition of the course’s contents. The duration of each module may vary in relation to the needs of the teacher and the class.

Module 1Definition and objectives: roles and tasks of the Visual Merchandiser.The interaction between Visual Merchandising and related subjects:

Marketing• Definition of Brand Identity and the representation of the Way of Life.• Processes of Image Construction: aesthetics and visual merchandising.• ADV campaign & brand communication: their interaction with visual merchandising.• Purchase typology: analysis and definition of different client types, from brand addicted to cross consumer.

Merchandising• Sales report analysis and knowledge of the fundamental KPIs of a point of sales.• Definition of display times.• Product rotation in a commercial space.• Window rotation planning. Psycho-sociology• The human eye and the perception of images.• Harmonious construction of an image: composition schemes and basic shapes.• Social context and localisation of a point of sales.• Strategic placement of products within the commercial space.

Interior/Creativity/Design• From luxury to fast fashion: point of sales typologies.• Research and knowledge of design trends.• Planning, prototyping and production of props.• The importance of mannequins: choice of the correct model and dressing.• Light design: old and new techniques of light design within point of sales.

Fashion/Buying• Introduction to the product: understanding a collection and/or an order to identify seasonal moods.• Seasonal trends and brand identity.• Logistics: interaction with operational retail departments.• Planning installations and interventions.• Visual report: correct documentation and company templates.

program

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Module 2Indoor

Styling of the point of sales• Perceiving and understanding indoor spaces.• Assessing, selecting and planning indoor tools. Budget and suppliers.• Creating a layout, zoning and positioning of props and tools.

Set-up of a point of sales and of a showroom• Using decors.• Telling a story.• “Hung-up” and “folded”: display rules for the different markets and different sales typologies.• “Hung-up”, display techniques.• “Folded”, display techniques.• Accessories, display techniques.• Guide lines & look books, essential tools.• Monitoring display standards.

Set-up of a press day and presentations• Product selection and setting

program

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Module 3Window

Technical knowledge• Window: definition, meaning and use.• Window typology: identifying technical characteristics and being able to understand a layout.• Window set-up strategy: permanent structures, dynamic structures and temporary structures.• Different window typologies, according to different store types and marketing strategies.• Planning a window display.• Budget and approval processes for window structures, props and tools.• What to communicate and when to communicate it? The window as communication device.

Creativity and contest:• Planning in line with the brand identity and with the display needs.• Planning process and creation: from concept to mock-up set-up.• Quantities, suppliers, production and distribution.• Set-up: schedules, methodologies and professional figures.

Product, props and mannequin placement:• Product selection.• Understanding a window: composition, points of focus and display strategies.• Fundamental spaces to organize a correct display.• Mannequin placement.• Suggestions: tools for sales staff.

The course will be complemented by hands-on practice, external activities and/or visits, and the development of an individual project.

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Total Fees

Euro 3.250,00 + VAT (22%) - (Euro 3.965,00 VAT included)

Enrolment fee:Euro 750,00 + VAT (22%)

Tuition fee:Euro 2.500,00 + VAT (22%)

Certificate of Attendance

At the end of the educational program, those students who have attended at least 80% of lessons will receive a certificate of attendance. The students may also, on request, obtain a transcript listing modules attended and an evaluation of their project work.

Please note that the management team reserves the right to undertake eventual changes in the programme in relation to the needs

of faculty and of the institute.

fees

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Inf.Or.Ma.Accademia di Costume & di ModaMon-Fri 9.00-18.00 Sat 9.00-14.00

Via della Rondinella 2 00186 RomaT +39 06 6864132/06 6868169 F +39 06 6874867

info@accademiacostumeemoda.it www.accademiacostumeemoda.it

contact information