Harper College will be closed from Wednesday, December 24, through Sunday, January 4, for Winter Break.
Nupur Sharma, Coordinator of Fashion Studies took her students on a deluxe field trip to learn first-hand from visual merchandising and luxury brand specialists at Neiman Marcus as well as some of the most exclusive spots on the “Magnificent Mile” the famous shopping district along Michigan Avenue in downtown Chicago.
Students were treated to a personalized tour of Neiman Marcus by the store manager who explained the importance of store layout, knowing your target audience and creating intriguing product displays. She highlighted the unique “shop within a shop” layout popularized by Neiman Marcus. Luxury brands are trending towards spaces that separate them from other brands and emphasize their unique story. Dior, Chanel and Tom Ford have all embraced this trend inside of Neiman Marcus.
Neiman Marcus Head Visual Merchandiser, Luis Bisceglie hosted an engaging discussion, explaining concepts such as brand adjacency, color theory, product placement and “mats” (carpeted sections of the store that delineate brands). He offered practical career advice such as getting experience working in retail as soon as possible and being willing to start at the bottom and work your way up. A key hiring quality employers look for is “hustle”, the ability to get into the trenches and prove your mettle.
Former Harper fashion studies graduate Linda Hernandes explained her role as an associate at the Dior “shop within a shop” inside Nieman Marcus. She explained the importance of relationship building with Dior’s clientele, knowing their tastes, styles and life events and being able to suggest specific outfits or accessories to suit them.
Understanding your target audience is critical for luxury merchandising. Neiman Marcus knows exactly what kind of client will be interested in their goods and how to draw them in visually and through relationships with their associates. They have different floors devoted to different target markets depending on their budget for fashion and how classic or avant guard their tastes are.
Students left the shop floor for the boardroom and had the privilege of an intimate discussion with Neiman Marcus executives who explained their background and journey in fashion world culminating in a job at one of the top luxury retailers in America. The meeting was topped off with signature Neiman Marcus chocolate chip cookies still hot from the oven.
Next up was visiting luxury brand’s display windows along Michigan Avenue. Students saw firsthand how visual merchandisers use products, props and logos to attract attention and build brand profile.
Students popped into the Dior store and were pleased to discover another Harper graduate. The store associate showed off the exquisite jewelry collection as well as the private viewing room for clients who want an exclusive shopping experience. He explained the importance of house codes and drawing clients into the stories behind the brand. Learning loyal client’s own personal stories and helping them connect to the Dior narrative is key to helping them to find garments and accessories that resonate with their own identity.
The store associate for the streetwear brand Ksubi described how he has navigated his career in the fashion industry. He explained how important networking is and seeking out other creatives in fashion adjacent industries such as music and athletics. He has found work styling musicians, influencers and athletes by becoming a regular at concerts and fashion events. He encouraged students to have active social media profiles and post regularly. Most fashion professionals are careful to curate a certain look for themselves every day when they get dressed. He asked “Why not use this as content for your socials? Take a moment to explain your outfit, why you chose certain items, how they work together and where you found them”. Good advice for anyone wanting a career in fashion merchandising.
Neiman Marcus store manager explains visual marketing principles to Harper fashion studies students.
Example of an elegant visual display at Neiman Marcus.
Luxury visual display at Neiman Marcus.
Harper fashion studies students pose “inside” a floor display at Neiman Marcus.
Observing excellence in window displays along Michigan Avenue.
Professor Sharma points out techniques that capture customer attention in a display window on Michigan Avenue.
Fashion Studies students check out the store layout, interior design, lighting, shelving and clothing displays at streetwear brand Ksubi.