Merchandising in Luxury

Merchandising in Luxury

profile

  • Marketing heads and product managers in luxury
  • Visual merchandisers, trade marketing managers
  • Retail and wholesale network managers

Duration

 
  • One day or 7 hours

Prerequisites

  • This course does not require prior knowledge of Merchandising

Level

  • Beginner

Objectives

  • Discover the Merchandising techniques through history
  • Understand the importance of Visual Merchandising for a brand's image
  • Discover the latest Merchandising trends
  • Learn the different basic Merchandising applied to the main luxury universes

Training tools

  • PowerPoint Presentation
  • Films
  • Practical workshops
  • Teaching activities

Teaching content

Part I :
    • Definition of Luxury, Display and Visual Merchandising
    • Potted history of Merchandising over time
    • Merchandising objectives and missions
    • Language of luxury: colors, shapes, materials and light
    • Latest creative trends in Merchandising
    • Architecture, architects and boutique concept
    • Different types of retail outlets
    • The luxury boutique of the 21st century
    • Zoning or traffic flow in store
    • The stages in building a merchandising campaign
    • Merchandising guidelines and shared language
    • Window displaying
    • Merchandising techniques applied to main luxury universes : Jewelry and watchmaking, Fashion, Leather goods and luggage, Fragrance and Cosmetics, luxury lingerie, Tableware, Food and Beverages, Chocolates, Eyewear, Gloves and Hats
Part II :
    • Colorless gems
    • Yellow to orange gems
    • Red gems
    • Pink gems
    • Green gems
    • Blue gems
    • Purple gems
    • Brown gems
    • Black gems

Follow-up and assessment

  • Skills are assessed throughout the training course

AT THE END OF THE COURSE

You will
  • gain Merchandising skills for the main luxury universes
You will be able to
  • follow the Merchandising rules of displaying windows by conciliating the efficiency of commercial objectives and aestheticism
  • understand the importance of a powerful corporate image and an impacting Merchandising

Validation

  • All attendees are awarded an attendance certificate at the end of the course subject to the validation of their skills

Tutor

  • Dominique HARNOIS

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REGISTRATION FORM

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Terms and Conditions

  • The registration form needs to be returned either by email at contact@academieduluxe.com or by post at l’Académie du Luxe 21 avenue Foch 75116 Paris. Once the form has been received, the turnaround time is between 1 or 2 days maximum. We will confirm you if there are still some places left for the training course and we will send you a training contract that will need to be returned, signed and stamped.
  • The payment can be made either by check or by bank transfer 30 to 15 days before the beginning of the training course. The registration will then be definitive.
  • In case of a cancellation of the training by the Académie du Luxe, the payment will be entirely returned by post, with a new date proposal.

Académie du luxe
21, avenue Foch
75116 Paris

If you need further information, please contact us.

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