The objective of the Course in Visual Merchandising is to create complete professionals in the field of Visual
Merchandising, able to design in-store display spaces and shop windows with the aim of directing the
purchasing behaviour of the end customer. Maximising the profitability of a shop's display space is possible through the skilful arrangement of products and creating experiences, now also phygital. The new generations with whom we dialogue create new challenges so knowing how to adapt the digital experience to the traditional is of paramount importance. The Visual Merchandising figure is in charge of managing constant change, anticipating or following the trends of the moment and aligning with marketing strategies. The course also promotes the role of the visual merchandiser as a professional figure who collaborates with the stylist and photographer in the creation of images for e-commerce and social media. Through the display set up, it will be possible to immerse oneself for two days in the practice of display design aimed at the traditional shop, for online and social media.
Course in Visual Merchandising
Course in Visual Merchandising
Blended: Online and c/o ALEF-LAB, Milan
THE TRAINING COURSE
The course in Visual Merchandising aims to provide all the necessary skills to become a professional in the field of visual design and management of retail spaces, shop windows, showrooms and other commercial environments, creating an appealing shopping experience that stimulates customers' interest and purchase. Through the Course in Visual Merchandising students will acquire practical skills that can be applied in a wide range of sectors, helping to enhance the shopping experience and optimise sales through well-designed visual displays.
Who is it addressed to?
The Course in Visual Merchandising is aimed at anyone interested in starting or developing a career in visual marketing, shop management and aesthetic communication in retail. Both those who already have experience in the fashion field and those who are new to the industry and wish to acquire specific skills are welcome.
What you will learn
Visual Merchandising Area
- the tools, languages and strategies of Visual Merchandising
- to understand and develop the dynamics of a contemporary store
- to develop a technically effective window display proposal
- to learn and apply display techniques by defining correct guidelines to implement the
profitability of a store
- understand the application of new technologies that make the in-store experience interactive
- to create effective displays for the traditional store, e-commerce and social media.
Set up Display area
Two full immersion days of displays
Creation of displays for different merchandise
Course program
FASHION VISUAL MERCHANDISING + SET UP DISPLAY COURSE PROGRAMME
VISUAL MERCHANDISING: BEYOND THE TRANSLATION OF WINDOW DRESSING
Marketing oriented: generations to talk to
Communication is a contact: visual tools and languages
STORE LANDMARKS
Distribution formats and uses: mono-brand, multi-brand, showroom, department store, mall,
corner, shop in shop, flagship store, free standing store, concept store, temporary store, pop up store,
guerrilla store, outlet.
Creating external strategic languages
The layout: hybrid revolutions where traditional, interactive and digital coexist.
New sustainable awareness
Indoor green seminar
The rules and strategies for the profitability of the wall's merchandise layout. The display levels of the wall
Modelling the interior fittings of the store. Interactive and multimedia elements. Props & Dummies
NEW STAGES:
Stores should not only be for shopping: experiential store
Take overs, Café, Restaurant. Museums and Exhibitions
The importance of the final impression: leave-taking and packaging
HOW DO STORES CREATE COMMUNITY AND EXPERIENCE?
Mastering phygital space
Serving social content - Bringing NFT into the store
In-store gaming: games and the Metaverse
SHOWCASES AND DISPLAYS TELL STORIES
The shop window and its types
Visual display: balance and psychology of composition. Focal point creation and development. Rules
techniques.
Set up studio: decorations, symbolic references
Multimedia and interactive showcases. Digital displays: better product evaluations and interactions through
Qr Code, Ar, Vr, holograms
Display: display criteria, application of the rules of different techniques and their strategies
Creative, minimalist displays
Image composition for shop windows, e-commerce and social media.
Job opportunities
Relying on Visual Merchandising experts to turn creative and strategic ideas into profitability is a must for all businesses and companies in these times of great change.
The theoretical and practical learning of the subject allows for career possibilities within companies by filling roles with different skills ranging from the in-store Visual Merchandiser, who
daily deals with the application of company guidelines, to the managerial figure who creates profitability display strategies via the Area Visual Merchandiser who travels
supports stores in different territories.
Let's not forget the Visual Merchandisers delegated to major outlet cities.
The doors are also open for placements in specialised agencies offering services, projects and consultancy for trade fair and retail stands.
If you like to develop your work for multiple realities, through all-round professionalism with projects and consultancy, you can find your dimension as a Freelance Visual Merchandiser.
The technical skills of the discipline allow for action spaces with set-ups and installations for catwalks, exhibitions, events. Set up displays are also possible to express one's professionalism and
creativity also within design teams to create the visual image for e-commerce and social media.
Course Phases
Propaedeutics: online platform + textbooks
Blended classroom phase: Online and Face-to-Face
48 online, un incontro a settimana da 3 ore l’uno e 16 ore in presenza
Project work
Internships on national territory
Issued certificates
- Certificate of attendance classroom phase
- Project work certificate
- Internship certificate
The professional figure
The Visual Merchandiser is a professional specialising in the creation and management of the visual appearance of shops and retail spaces. His or her main role is to organise and present products strategically to attract customers, improve the shopping experience and maximise sales. The Visual Merchandiser is responsible for taking care of every visual aspect of the retail environment, both in physical shops and, in some cases, also in online shops, in order to create a presentation that is consistent with the brand identity and attractive to the target consumers.
Kit Visibilità
Il Kit visibilità è una strategia condivisa al 100%: un percorso in cui la scuola ti mette a disposizione gli strumenti, i canali e un network professionale consolidato, mentre tu dai valore al progetto esprimendo la tua storia, le tue idee e la tua autenticità.
Cosa ottieni con il Kit
Amplificazione social: I tuoi contenuti migliori verranno condivisi sui canali ufficiali della scuola, aumentandone l’esposizione verso recruiter e aziende partner.
Guida pratica alla creazione: Un manuale scritto per imparare a raccontare la tua esperienza e i tuoi progetti con il massimo impatto.
CV Positioning & Talent Distribution: Supporto dedicato per ottimizzare struttura, competenze e stile del tuo CV, con la possibilità di inserimento nel network di aziende partner.
agevolazioni e finanziamenti
Early Pass
Ogni anno, l’Accademia seleziona specifici percorsi formativi ai quali applicare l’agevolazione Early Pass. Si tratta di un sistema di scontistica progressiva riservato a chi formalizza l’iscrizione con largo anticipo rispetto all’inizio del percorso formativo
Sconto studente IDI
Dalla seconda iscrizione i nostri allievi, godono di scontistica a loro dedicata
FINANZIARIE CONVENZIONATE
Possibilità di finanziamenti e dilazioni anche senza reddito
Our Partners
DENTRO IL COLORE: Ciclo di Approfondimento sul Colore
Date dei Seminari Online: 21 maggio, 17 giugno e 15 luglio 2026
Lessons Online: dal 16 novembre 2026 al 21 dicembre 2026 e dall’11 gennaio 2027 al 15 marzo 2027
Lessons in Presence: il 23 e 24 Marzo 2027 presso ALEF-LAB (MI)
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BROCHURE
INFO
The teachers of the course
