THE ORIGINS OF VISUAL MERCHANDISING. Visual Merchandising today
WHO IS THE VISUAL MERCHANDISER.
JOB OPPORTUNITIES AND KNOWLEDGE OF THE VARIOUS DISTRIBUTION FORMATS.
Multi-brand store. - Single-brand store. - Flagship store. - Concept store. - Corner. - Shop in shop. - Factory outlet. - Temporary shop. - Shopping centre. - Department store. - Franchise
WHAT MAKES PEOPLE BUY.
The olfactory path. - Today's consumer.
COLOUR: MEANINGS AND CHARACTERISTICS.
The characteristics of colour. - The meanings of colour.
GRAPHICS IN VISUAL MERCHANDISING.
Logo and Brand. - The psychology of shapes. - Colour as image identity. - The importance of fonts. - Window stickers. – Packaging.
The origins of artificial lighting. - Light in Visual merchandising. - The use of light in the point of sale. - Parameters underlying the choice of light source. - Light sources.
STAFF IN THE POINT OF SALE.
THE SHOP WINDOW.
Individual and cultural meanings and their function. - The "shop window structure". - Designing the window display. - The composition of the display. - Themed displays. - Do's & Don't's.
Baroque: glitz. - Louis XVI: opulence. - Empire: austere sumptuousness. - Tyrolean: mountain chalet. - Old America: the country of "Gone With The Wind". - English Victorian: The Victorian Age. - Art Déco: Arts Décoratifs. - Provençal: today's shabby chic. - Country: the rustic. - Arte povera: simplicity and functionality. - African Ethnic: from the savannah. - Oriental Ethnic: a dive into zen gardens. - Pop Art (New Pop or Seventies style) from Marylin to multi-colour furnishings. - Industrial: metropolitan and understatement.
THE POINT OF SALE.
Layout of the point of sale. - Product display arrangement. - Display stands. How to display the goods inside the store
TRADE FAIR STANDS.