skip to main content
Visual Merchandising - Fashion Brand Identity Through Heritage, Streets and Trends

Visual Merchandising - Fashion Brand Identity Through Heritage, Streets and Trends

Central Saint Martins
Taught by
Sue Fraser


This introductory course will introduce the principles of fashion visual merchandising and product handling with a focus on brand identity and influences of heritage, streets and trends. You will explore the subject and learn how traditional and modern design concepts are created for specific brands through architecture, history and culture. You will consider how mannequins, props and photographic elements are used, supported by typeface as a tool to attract customers in different locations in London.

Who should take this course?

This course is aimed at new and current students, professionals who would like to expand their current skills and knowledge in fashion display design and visual merchandising. The learner will be able to create a fashion visual merchandising prototype concept which can be expanded on and developed further for a professional portfolio. The fundamental skills will enable the learner to progress in the subject and develop a career in visual merchandising.

Topics covered

  • Developing ideas and imagination using creative thinking processes
  • Applying practical design skills to create a fashion concept
  • Engaging in analytical and critical discussion
  • Developing effective in field research skills for inspiration
  • Create a prototype visual merchandising fashion brand concept
  • Design a presentation for a potential brand client and location
  • Explore mood and theatre in design

The course will be taught in the classroom and will include some discussions, practical design creative work and notebook research. External visits will take place for inspiration and ideas development and this will be carried out as a group and independently.


This course is set at an introductory level and explores the subject of fashion visual merchandising design and interpretation, product handling considering trends and brand identity.

Entry requirements: None

The course will take you on a journey and process of thinking to enable you to complete a modern media small visual merchandising project that incorporates elements that make a brand design concept distinctive through location.

By the end of the course you should expand your research skills and complete a group assignment and create your own individual concept. This should enhance your creative thinking skills and take you through the design process and enable to present your ideas using modern media. 

Please note: This course is for students aged 18 and older

Tutor Description

Sue Fraser PGCERT is a recognised professional from the retail visual merchandising industry working as a Training Consultant and Presenter at Earls Court with an industry background from Selfridges and Debenhams. Sue has taught at the University of Arts London on several occasions, delivering visual display design subjects incorporating creative thinking, brand influences and sensory visual merchandising. Sue has previously worked in the field as a specialist product handler implementing merchandise training for fashion and home products and has been a Visual Manager and Trainer in flagship stores in London and Manchester. Sue's work has contributed to global magazines writing about visual merchandising incorporating brand and vision as influence. 


Please bring to the first session:

  • A digital camera
  • Rulers
  • Scissors
  • Pencils
  • Notebooks
  • Sketchbooks
  • Thin line pens
  • Although not mandatory, you may find it useful to have your own laptop

Available dates