Visual Merchandising Course

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Bologna, dal 3 all' 8 Maggio 2021
Milano, dal 15 al 20 Marzo 2021
Roma, dal 7 al 12 Giugno 2021
Milano, dal 14 al 19 Giugno 2021

Do you want to become visual merchandiser?
The IDI Visual Merchandising Specialization Course is a full-immersion course that will allow you to learn the window dressing technique, the theory and methods of setting up a sales point and the most refined techniques of visual composition and sensorial marketing.

What you will learn

  • Basis of visual merchandising
  • Visual communication
  • The color psychology
  • The store
  • Showcase
  • Store display
  • Purchasing as an emotional experience 

Course program

Visual merchandising basis
Definitions and phases
Know-how and communication
The target consumer
Strategic and sensorial marketing

Visual communication
Image communication: persuasion, suggestion
Direct and indirect references to decorative symbols
Image and store personality

The Color Psychology
Color: psychological, physical and cultural factors at the point of sale

The store
The store semiotic
Origins, characteristics and evolutions
Construction and communication elements: decompression zone, entry focus, focal points, display points, mirrors, cash register, dressing rooms. 

Definition and language
Structural elements: construction, psychology and communication
Focal point: positioning, types of construction, function
Depth and balance of the symmetrical and asymmetrical composition

Store display
The wall: definition, technical constructions and reading levels
Horizontal and vertical display: construction, psychology and reading
Hanging and folded clothing display: construction rules, strategies, reading

Purchasing as an emotional experience
Visual, tactile, auditory, olfactory and gustatory factors
Shopping experience and profitability

Job opportunities

In an increasingly competitive market, to face competition and increase sales, many companies rely on a visual merchandising expert.
The fashion visual can work on the design of a brand, as a window dresser in individual shops and retail outlets or in service companies specializing in set-ups, at large retailers and finally as a freelance. During a career will be possible to become a sector visual, which deals with a specific commodity niche; visual designer, who works closely with graphic designers and web designers to manage the online presence of a brand and increase public engagement, website visits and newsletter subscriptions, through high-level visual communication. It is also possible work as a visual manager, a managerial figure with the task of coordinating and supervising the work of an entire team of visual merchandisers on behalf of a brand or company.
The preferential requirements for selecting candidates are : university degree; fluency in English; predisposition to contact with the public.

Phases of the route

Preliminary lessons: teaching material
Lessons : 48h
Project work
Internship: 200h
Max. Participants: 25

How to apply

Fill out the information request form and we will contact you within a few days. In the selection of candidates the scholastic CV, work experience and motivational letter will be considered. It is possible and advisable to send a portfolio of previous works. The examining commission, considering these elements, will communicate the result of the selection and the admission to the Course.


Possibility of financing for the registration fee;
Professional orientation meeting during the classroom phase;
Video CV creation during the full-immersion;
Revision and update of the CV;
Reports of accommodation facilities, in areas adjacent to the classroom.

Training course

Visual Merchandising Course

The aim of the IDI Visual Merchandising Specialization Course is to create professionals in visual and fashion design, able to design exhibition spaces, showcases and concept stores, in order to guide the end customer's purchasing behavior. Maximizing the profitability of a store's exhibition spaces is possible through the clever arrangement of the products in space and with a play of light and shadows that enhances and underlines the strengths of the brand.
The purchase of a product, particularly in the fashion sector, is an action that must generate an emotional and sensorial experience. Indeed if the first visual impact is positive, the mood of the customer be positively influence the buying experience, leading to its loyalty and potential return for subsequent purchases. Customers are constantly changing, as are consumption and purchasing needs and problems; the same products are renewed, especially in the world of fashion design, without counting the communication initiatives of the competition. For this reason, promptly adapting the sales strategy of a store is of fundamental importance. The visual figure is in charge of managing this constant change, anticipating or following from time to time the trends of the moment, given that the commercial marketing strategies aimed at increasing sales pass mainly through visual and sensorial communication.
Synergically involve all the senses of the customer, suggest it and persuade it to purchase. Visual merchandising must have a background characterized by a passion for design and communication, fashion or interior design.

Find out what you will learn

Our teachers

Enrica Melotto

Enrica Melotto

Enrica Melotto vanta un’esperienza di oltre 20 anni nel settore del Visual Merchandising come consulente freelance, come docente e vera...

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Gianfranco Giacoma Caire

Gianfranco Giacoma Caire

L’esperienza professionale di Gianfranco Giacoma Caire si è sviluppata e consolidata sul campo, coprendo quasi tutti i settori merceologici con...

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Zaira Capone

Zaira Capone

Laureata in Fashion Design al Politecnico di Milano, ha lavorato come stylist per diversi programmi televisivi, redazionali e per campagne...

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Camomilla Italia
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