Visual Merchandising — Christina Ferrada

VISUAL MERCHANDISING GUIDELINES

Art Direction | Graphic Design | Communication Design

Coach New York Guideline

Within the Visual Merchandising team at Coach, I designed and produced the global visual merchandising guidelines each month. These documents are posted on the internal VM Insight to reach all full-price Retail locations globally.

Seasonal Creative Page

Seasonal photo art direction of images tying back to Visual Merchandising messages.

Monthly Tabs

The tab design concept featured the latest product or seasonal novelty idea each month. For this month, the trend was Floral Applique. I created these illustrations to follow the trend based on product design and window messaging.

Key Ideas

The guideline template integrated new Visual Merchandising concepts to better help the field team and retail store employees execute and adapt each floorset. The "Key Ideas" and other training concepts throughout the guideline focused on educating the reader through simplified but impactful direction, focused options and curated details.

Coach 1941 Guideline

The Coach 1941 guideline features more elevated product and includes ready-to-wear.