Introduction
Brief description of the courseStores are more than just products on display, they are a reflection of society and its culture. In them trends, creativity, art and illusion are unified. In a constantly changing world, with online consumption increasingly present in our daily lives, stores must be centers of experience where customers feel deep emotions. But in order for them to feel, first of all, we must make them stop in front of the store and enter.
The Visual Merchandising Expert Program is designed to identify how to create shop windows and sales spaces in line with brand values and will help decide which aesthetic and practical criteria to apply when implementing the product in the sales space. We will use interdisciplinary theoretical foundations to be able to develop any project that your mind can imagine.
goalsBrand identity. Use elements of sensory marketing to enhance engagement with brands and create emotional sales experiences.
Personality. A creative process will be promoted to develop retail concepts in a theoretical and practical format.
Analysis. Identify transit areas and modify them, create customized customer circulations, detect areas of the commercial space and make them profitable, encourage points of sale.
Strategy. Decide on visual and strategic merchandising strategies to optimize and improve product sales.
Product. Know the different types of products and implement them correctly.Who is it for?For those professionals in the world of fashion, architecture and interior design, who wish to complete their skills by incorporating a more holistic vision to create commercial spaces with a suitable identity for shop windows and visual merchandising.
To those responsible for visual merchandising and shop windows in companies.
For graduates in architecture, interior design, fashion design, and artists interested in ephemeral architecture.RequirementsPrevious knowledge in plans, scales and specific softwareTemaryModule 1. Retail and visual merchandising strategy
In this module we will learn to identify our target audience, to know the different types of visual merchandising as well as the latest trends in retail concepts and to develop a meaningful experience at the point of sale.
Module 2. Window dressing in commercial spaces
In this module we will address the different types of shop windows, the method of creating them and we will work on the creativity that lies behind each one of them.
Module 3. Implementation in commercial spaces
In this module we will go beyond architecture and decoration; We will learn to correctly distribute the elements that make up a store to design spaces in which customers feel comfortable and the products have the necessary prominence.CompetenciesIdentify the target and brand identity, the customer journey and the shopping experience. Know the types and areas of visual merchandising, emotional visual merchandising, sensory marketing in retail and its trends
Recognize the elements and typologies of the shop window, identify the brand identity of the shop window and apply creativity to it. Know the psychology of color, the methodology and design of shop windows, its planning, tools and assembly techniques or materials and lighting. Discover the interactive windows, mannequins and representation of the human figure or the international windows and their strategies and techniques.
Learn the distribution of space in a point of sale, the organization of space or the entry and circulation of customers. Understand the analysis of commercial spaces, commercial furniture, lighting, product implementation techniques or composition in visual merchandising. Animate the points of sale: pop up stores and guerrilla stores, and also, commercial interior design, stands and ephemeral assemblies.
