Visual Merchandiser

Continuing Study Programs - Milan

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The objective of the Visual Merchandiser course is to approach the techniques of image design and organisation in a fashion store, considered as the space of communication of the fashion product, by creating set-ups that visually represent and emphasise the image of the brand, from the analysis of the product and its concept to its design.
The good management of space is becoming a critical factor for the success of retail stores. The course focuses on the modern standards of communication and exhibition of the product, so as to train professionals of the layout, display and merchandising management within a fashion store.
The Visual Merchandiser course is open to fashion enthusiasts or professionals, especially those working in the distribution system. The course provides the essential tools to organise the product range according to rational criteria (colours, sizes, folding...) and to manage the brand image in the point of sale: presentation of the total looks, use of colour, exhibition layout, set-up design and windows concepts’ design. Furthermore, particular attention will be placed on the role of the consumer and the evolution of his shopping habits in the fashion sector based on the contemporary fashion trends and according to the different perceptions of the product, of its values and meaning and to the mechanisms of creation of the demand. 

Language: The lessons are held in Italian language; to attend the course, is required a good knowledge of Italian language reading and oral comprehension.

  • Start date
    November 2021
  • Duration
    200 hours
  • Attendance
  • Language

The teaching method consists in traditional lessons and practical sessions aimed at gaining a deeper understanding of the course’s theoretical contents through direct experience. The students will be encouraged to participate in and contribute to the learning process through continuous research and by deepening on specific topics covered in the course, to be presented or discussed during the lessons as well as through interim tests.

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    • Fashion Market and Distribution System

      The course aims at providing a specific knowledge of the entire fashion marketing process, from the merchandising plan to the distribution policy, from the sales cycle to the after-sale service. The course will then analyse the main aspects of marketing planning for a specific brand, from the definition to the launching of a product, going through all the phases of development of a marketing strategy and focusing on the specifications of the fashion segment. During the course, the students will expand their knowledge of the distribution system, its context and its players.

    • Photoshop

      The aim of the course is to provide students with specific knowledge and methods to enable them to work easily and increase productivity. During the lessons, the students will gain all the necessary skills for image editing and for matching text and images, as well as to present their personal ideas (moodboard), create photomontage and edit images in the post-production phase so as to personalise the files and compose communication layouts.

    • History of Fashion

      The course will focus on the historical and cultural evolution of fashion by making particular reference to the stylistic researches carried out throughout the 1900 and offering a view on the interrelations between social history, economic development and artistic production. The course will start analysing the situation of Europe in the Post-Napoleonic era, moving then to the Belle Epoque, the world wars and the years of economic growth to conclude with the analysis of the contemporary brands.

    • Visual Culture

      The course is structured so as to give a general overview of what has happened over the last five years in the different “visual” fields. In a society like ours, which is more and more invaded by images, it is important to study all the disciplines related to creativity in order to stimulate the curiosity and give continuous updates to those interested in the progress of communication languages. It is also important to deal with the media and grasp their mechanisms by studying new talents, trends and proposals of the contemporary age and trying to read an image, understand its source and how to find and use it.

    • Cool Hunting

      The course aims at developing students’ cross-sector reception abilities and lead them to identify, recognise and decode the characteristics of a country, a city or an environment, which are likely to succeed at a global level and to become “fashion”. After that, the students will have to rearrange and translate such characteristics into a shared language, so as to propose new product and visual communication concepts for the emerging and/or leading markets in the various areas of specialisation.

    • Visual Merchandising

      The course analyses the basics of Visual Merchandising, by providing theoretical as well as practical lessons. The students will practically understand the role of the Visual Merchandiser and will focus on business, psychological and social aspects, with particular attention to the most effective technical elements to be used as useful professional tools, both for carrying out personal activities and for entering the labour market.

    • Retail Design Project

      The course aims at designing a Corner or a Shop in Shop within a Department Store or a Multistore. After identifying a brand and/or a product, the student will analyse the brand concept, the communication strategy and the store standards, to then select the appropriate location according to the target, product, shopping area etc. the project can consist in the presentation (or launching event) of a “trendy” product and/or can become permanent.

    • Visual Merchandising Culture

      The shopping process that takes place in the point of sale is not based on rational, but rather on emotional reasons. It is therefore crucial to maximise the emotional impact between the exhibited products and the customer. Learning the best exhibition techniques will allow the students to become professionals able to work in any point of sale and will provide them with the essential technical knowledge for their future work experiences. This course is the final stage of the educational process and aims at telling students the story of visual merchandising through direct experience and experimentation, as well as to review all the techniques and methods learned throughout the whole course.

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Giovanni Licari

Giovanni Licari
He is currently owner of his business activity, which specialises in the field of high-quality professional training, visual merchandising and window dressing. He has worked as a visual merchandiser and window dresser for companies such as the Rinascente in Milan, where he has learnt the techniques of visual selling applied to large spaces. Subsequently, he has entered the fashion world and expanded his knowledge in the field by working for Burberry. He has also worked in the distribution channel for Carrefour, Auchan, Gigante as well as for the monobrand companies Timberland and H&M. He teaches in the Master Courses of the IED Moda Lab and he is Coordinator of the Specialisation Course in Visual Merchandising. Besides teaching in private schools and companies, he also works as a communication and visual marketing strategy consultant. He holds a diploma from the Accademia di Belle Arti of Brera of Milan obtained in 1995 , after which he continued his studies at the Istituto Europeo di Design of Milan by attending a Master Course in Visual Merchandising.