Window dressing course

The window dresser, in addition to taking care of the setting up of shop windows, also takes care of the setting of fairs, shows, exhibitions and fashion shows. Depending on the company he works for, as an employee or freelancer, he collaborates under the coordination of the Head of Fittings or the Head of Sales or Marketing, or, in smaller companies, directly follows the instructions of the owner. In addition to presenting the garments according to aesthetic and good taste criteria, the window dresser manages the arrangement of goods, support materials or furnishings, the organization of space and lights within a commercial showcase with the aim of promoting the garments. of a certain collection. It is therefore a strategic profession for the sale of products, whose success is largely determined by the image of the goods on display and the visual impact it arouses on buyers. Once the central theme has been identified, the window dresser prepares the installation project: she defines the organization of the spaces and the arrangement of the lights, also taking into account the distinctive elements of the individual shop or the identifying elements of the brand such as colors and logos (if the store part of a franchise chain or network of stores). An effective and stimulating window display is in fact a winning card to entice new potential customers to visit the point of sale, awaken the interest of regular customers and in general to strengthen the brand identity through visual communication.