视觉营销

Visual Merchandising

短期课程

三周 / 六周周末

本课程将帮助学员掌握时尚视觉营销的技术,包括橱窗展示及店铺陈列,该课程旨在帮助学员深刻理解消费者行为并掌握如何应用视觉传播技巧来提升销售能力和店铺业绩。

第一周/第一个周末
本周课程将为学员介绍“消费者购物体验”这一概念,并了解目标群体的定义以及在商业或奢侈品市场中常用的视觉营销传播方式,学员将学习分折对店铺销售产生直接影响的视
觉营销因素,如:店铺位置,竟争者,铺面,入口,橱窗和展台等。

第一周/第二个周末
第二周的课程将带领学员研究橱窗陈列细节,橱窗是店铺与消费产生联结的第一道阵线。学员将学习并分析橱窗陈列中蕴含的不同信息,理解和研究不同种类的橱窗,学习设计有
效橱窗陈列的不同技巧和方法,包括主题的确定,颜色和灯光的选择以及道具和人模等的使用。

第二周/第三个周末
学员将对店铺的内部环境进行研究学习,这对如何针对销售目标进行店铺空间规划具有指导性的息义。本周课程的学习重点包括理解如何根据店内环境运用陈列技巧以及如何在商
品区规划顾客路径。学员还将学习如何对商品进行分类以及如何为每件商品找到最佳展示位置,从而制定有效的视觉陈列原则。

第二周/第四个周末
要设计出有效的橱窗和店铺陈列,则视觉陈列师必须理解且能够分析销售数据。理解进货和出货的概念,能够敏锐洞察大卖产品和冷门产品,且能够在与门店经理和营销人员取得
意见一致的基础上,进行有效干预以提升店铺销售业绩。

第三周/第五个周末
新媒体与社交网络的协同效应对于改善实体店铺和线上商店之间的沟通起着重要的作用,这包括提高线上顾客访问量,塑造店的积极形象以及建立消费者忠诚度。本周的课堂将以
工作坊和与零售行业相关公司举办讲座研讨等多元化形式开展。

第三周/第六个周末
在最后一周的学习中,学员们将对建立顾客忠诚度的政策和售后技巧进行学习与分析。学员将根据店铺营销需求完成视觉营销手册的设计制作,使其成为店期窗陈列的指导方案。

Short Courses
3 Weeks / 6 Weekends

This course will offer the participants the opportunity to discover the techniques of fashion visual merchandising, both for displays created in store windows and also within the point of sale. It will aim to help them understand the fundamental aspects of consumer behaviour and apply visual merchandising techniques in such a way as to improve the selling capacity and increment the productivity of the point of sale.

Week 1 / Weekend 1
Participants will be introduced to the consumer shopping experience, and witness the definition of the reference target groups and the various methods of communication used in visual merchandising for the commercial and luxury markets. Participants will also analyse the visual communication elements of the point of sale: location, competitors, shop front, entrance, windows and displays.

Week 1 / Weekend 2
At this point in the course participants will study in detail the concept of the shop window, the first point of contact between the store and the consumer. They will analyse the types of messages communicated and the different types of window. They will also learn techniques for purchasing the elements used to dress the window effectively, including choosing the theme, the importance of colour and light and the choice of the props and mannequins used.

Week 2 / Weekend 3
Participants will study the environment inside the point of sale, a fundamental element for defining how to assign the spaces based on the sales targets. Focus will be on merchandising techniques for understanding how the store interior looks and identifying how best to plan out the consumer’s route within the areas in which the products are displayed. By understanding how to classify and how best to position products, participants will learn to create visual principles for displaying them as effectively as possible.

Week 2 / Weekend 4
At this point participants are shown how to interpret data resulting from analyses performed on sales in order to design windows and displays. They also investigate the concepts of sell-in and sell-out, know how to identify best and slow sellers, and understand how to intervene effectively, in agreement with the store manager and the merchandiser, to improve the performances of the point of sale.

Week 3 / Weekend 5
Synergies with new media and social networks are important for improving the communication of offline and online stores, with a view to increasing the relative visitor flows, creating a positive point of sale experience, and building consumer loyalty. Lessons will be alternated with workshops and presentations by companies from the retail industry.

Week 3 / Weekend 6
In the last part of the course participants will analyse consumer loyalty-building policies and aftersales techniques. They will also complete an exercise designed to create a merchandising book for use in points of sale, which will also provide window-dressing guidelines.