This course is designed to provide an exploration of visual merchandising by considering the product presentation in the retail environment. This course explores the theoretical and practical use of in-store environments, lighting, special effects, fixtures and product placement as a form of visual communication intended to convey a specific message about the fashion brand and to influence the consumer. Topics include the creation of specialty and department store displays, the design of visuals for walls and windows, professional presentation techniques, and the effects of color, music and lighting on consumer behavior.
By taking this course, Yelissa is well prepared for not only the laborious and artistic work of a visual merchandiser, but also any work needing innovative, analytical, and thorough workers.
The following projects helped Yelissa gain and present these skills.
Color Theory Assignments
Time to get to Mixing! For this assignment, students needed to demonstrate their understanding of color theory by hand mixing primary colors with black and white to create the following pieces:
Here are the four components for this assignment :
Press the tabs to see how Yelissa did each piece!
Creating visual displays or any piece of art means knowing how to use the elements and principles of design. To test our comprehension of these strategies, students used them to compare a store retail display and a famous art pieces.
After spending hours on Madison avenue looking for the right window display for this assignment, Yelissa saw Ralph Lauren’s Spring 2017 window display. Orange, pink, army green, and cream were the first things to catch her attention. The mannequin placed right in the center, surrounded by leis petals to highlight the mannequins femininity.
Yelissa decided to compare the window display with the “Reading at a Table” a painting by Pablo Picasso. Though seemingly different, Yelissa noticed the main subjects of each compositions were women, their beauty, and femininity.
With the quote below in mind, Yelissa Started her assignment.
“If the principles of design are the instructions, the elements are the tools.”
The Press Kit
Making a press release requires visual presentation skills and analysis similar to visual merchandiser. Using the presentation techniques learned in class, students created press releases for recent designer collections. Packaging, invitations, creative director bio, and articles analysing the finale ready for the likes of Vogue needed to be inside the kit.
For the press kit assignment, Yelissa chose Alexander McQueen’s Spring 2017 collection. Yelissa believed Sarah Burton, the brands creative director, had a way of making clothing look like a dream yet so edgy! The pring 2017 colection was no exception. Yelissa researched the collection heavily, watching the show several times, reading every article until she (almost) became one of the people behind creating such beauty! Here’ s the result of Yelissa’s hard work:
To correctly portray the brand, Yelissa Handmade the:
- Folder to mimic the invite
- Wax closing for the invite
- Skull and key chain
- Page designs for the biography, company history, etc.