VISUAL MERCHANDISING

2 year course – CSFP (HIGHER EDUCATION VOCATIONAL TRAINING CERTIFICATE)
MJM VISUAL MERCHANDISING SCHOOL OF PARIS, RENNES & STRASBOURG – FRANCE


INTRODUCTION TO THE PROFESSION

Visual Merchandising: The role of visual merchandisers involves everything relating to presenting and enhancing products at points of sale. Their work revolves around 4 main principles: organisation/strategy, management, seduction and communication, and integrates marketing, developmental and economic demands to create a suitable environment in areas as diverse as retail spaces, promoting products or services.

They must also able to manage events and pop-ups as effectively as permanent structures. Luxury, fashion or interior design stores call upon merchandisers as the quality of a product’s presentation has a huge impact on intension to buy and, consequently, revenue. For organisation purposes and to be able to reproduce windows throughout the world, the visual merchandiser prepares a specification called a « Guideline » or « Merchandising Book » which explains each stage of the implementation process for a window, zone or display in detail.
This guide will serve as a point of reference for merchandising or sales teams taking over in other shops.

THE AIM

At the end of the course, students will understand the various aspects of the role of the visual merchandiser thanks to a methodology that is closely linked to current market requirements: organisation of a product range, creating a window decoration and implementing a display.
Through various practical exercises, students will master the different techniques associated with this business, from drawing plans to creating a model of the concept, as well as managing the lighting and the components of a wall.
As such, they will be able to successfully integrate into an operational team.

JOB PROSPECTS

The course gives access to two types of roles: design and implementation. The visual merchandiser may also work with specialist chain stores, department stores, designer boutiques, luxury brands, multi-brand stores, supermarkets…each sector demands specific techniques depending on the target market and the products sold.

visual merchandising school of Paris France

visual merchandising school of Paris France

THE COURSE

COURSE SYLLABUS

Current market situation and research / Marketing
• Visits, professional conferences
• Current situation for different stores and business sectors
• History of architecture and design
• Organisation/strategy, management, marketing, communication around product design, events and sales spaces
• Profitability objective (product rotation, maintenance, sales analysis)
• Developing a window display or merchandising calendar for the salesperson
• English tailored to the course

Technical subjects /Light design of visual merchandising
• Workshops/designing and creating interiors
• Mood boards of materials (traditional: wood, textile, synthetic materials, etc.)
• Innovation and new materials
• Assembly and production techniques (carpentry, upholstery, metalwork, moulding, coatings, etc.)
• Commercial architectural lighting techniques: creating moods, window lighting, new technologies
• Creating volume models of projects (trompe l’oeil, miniature, standard formats, etc.)

 

 
EDUCATION GOAL

Educational goal:
To define the basic role of the visual merchandiser through topics that will become the students’
production tools and expertise

Addressing key points:
• Merchandising and the consumer
• Fundamental principles
• Giving meaning to the sales point
• Dramatising the sales point

Current market situation and research / Marketing

Current market situation and research / Marketing – visual merchandising
• Visits, professional conferences
• Current situation for different stores and business sectors
• History of architecture and design
• Organisation/strategy, management, marketing, communication around product design, events and sales spaces
• Profitability objective (product rotation, maintenance, sales analysis)
• Developing a window display or merchandising calendar for the salesperson
• English relevant to the course

IT and printing
• Mastering the graphic process
• Technical drawing of the project (plan, cross-section, elevation)
• Developing a theme
• Illustration, Photoshop and InDesign
• POS advertising, graphics, typography, advertising copy, signage

 
Zoning & displays/Windows

Zoning & displays/Windows
• Zoning, product range, store traffic
• Designing a display
• Drawing and composition (perspective, sketches, live model, storyboard, managing colours,
expression with materials and lighting – visual merchandising)
• Producing window projects
• Researching and creating of guidelines
• Analysing sensory merchandising
• Parameters of implementation (furniture, shelf-display, facing and presentation)

 

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How to apply ?

MJM Graphic Design is a Visual Merchandising school in France. You can apply for follow the Visual merchandising program in Paris, Rennes & Strasbourg. You will become Visual Merchandiser and make your passion your profession !

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