. PHOTO: loaned

George Homer, professor at the Fashion Institute of Technology (FIT) in New York; Alberto Luceño, general manager of Uno de 50; and Carlos Aires, founder and director of Jazz Marketing, presented the latest trends in Visual Merchandising at the ISEM Fashion Business School, within the framework of the VII Sectorial Meeting: "How to increase sales, keys to Visual Merchandising".

The course began with the intervention of Professor George Homer, who, with more than 30 years of experience in Visual Merchandising, has worked for brands such as Chaps Ralph Lauren, Central Department Stores, Daslu or Reebok Fitness. Homer presented the latest practices in Visual Merchandising at an international level and analyzed the most relevant cases in Spain.

The first session of the afternoon was led by Alberto Luceño, CEO of Uno de 50, who focused his presentation on the need to convey brand values to the end consumer, with special emphasis on in-store sales.

Carlos Aires, director of Marketing Jazz, a consulting firm specializing in visual marketing, provided some ideas for today's window display and analyzed the Visual Merchandising of the stores of some of the participants.

The ISEM sectorial meetings, which in their 7th edition had more than thirty participants, have become an unmissable event for professionals in the sector who, in addition to perfecting their knowledge, find a forum in which to share their concerns.

ISEM Fashion Business School is a business school, associated with the University of Navarra, dedicated to the training and development of professionals in the fashion and luxury industry. The international character of ISEM is reflected in the agreements and academic agreements signed with the IESE of the University of Navarra, the Fashion Institute of Technology (FIT), New York University, the business school of the Bocconi University in Milan, and the Institut Français de la Mode de Paris (IFM), schools specializing in business management and fashion business management.