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ICBA Visual Merchandising Institute 2018

 ICBA Visual Merchandising Institute 2018
February 11-12, 2018 | Anaheim, CA

 As part of ICBA’s tradition of offering the highest quality education programming that is relevant, practical, and actionable, ICBA is proud to announce the newest educational Institute focusing on a critical element of retail success that applies to all college stores.

The ICBA 2018 Visual Merchandising Institute (VMI) will offer attendees 9 hours of powerful, real-life content focusing on practical application of Visual Merchandising techniques. The program will consist of a series of modules and will alternate between presentations and hands-on workshops.

 High-Quality Programming

The instruction format will feature a series of hands-on modules, lectures, and discussions. Students will learn the important role Virtual Merchandising plays as "secret salesperson," reinforcing the fundamentals of traditional visual merchandising, while incorporating new digital marketing concepts, technologies, and methodologies. 

The VMI extends beyond the traditional boundaries of visual merchandising – beyond your displays – to marketing and omni-channel environments. An emphasis will be placed on utilizing design and placement to create aesthetically pleasing atmospheres to engage customers, create community, and plan events across channels.

The VMI will also serve as a workshop involving breakout sessions and group presentations aimed at solving a series of VM problems by applying concepts and techniques learned at the Institute. Explore the deep connection between VM and increasing the bottom line, through the importance of inventory analysis, assortment planning, and sales projections.   

Topics to be covered include:

  • Key Elements of Visual Merchandising
  • Assortment Planning
  • Marketing/Branding Techniques
  • Customer Engagement
 Expert Instruction
VMI instruction will be led by industry expert, Paula Taylor, Principal Creative Director of Tucson Fashion Week and President & Creative Director of Paula Taylor Productions. Paula Taylor M.S. is a Fashion and Retail Industry Executive, Event Producer, Author, Visual Merchandiser, and Consultant. Paula has been   instrumental in bringing fashion consciousness and elite events to the Southwest for over twenty years.  

Paula was also one of ICBA’s Faculty Members at the 2016 Apparel Institute.

 Preliminary Schedule:

 Who Should Attend the VMI?

All ICBA Members are invited to attend the Visual Merchandising Institute; however, the curriculum has been specifically designed for the: 

  • Category Buyers
  • Floor Supervisors
  • Managers/Directors
  • Marketing Associates
 More About Paula Taylor:

Paula Taylor M.S. is a Fashion and Retail Industry Executive, Event Producer, Author, Visual Merchandiser, and Consultant. Paula has been instrumental in bringing fashion consciousness and elite events to the Southwest for over twenty years.

In 1996, after training with Neiman Marcus designer Pejji Goldin, she partnered with Mrs. Goldin and launched her first line of clothing, while simultaneously opening Ultra vivid, a boutique with the same name in Tucson Arizona’s downtown arts district. In 2000, her new high concept, store Pour Moi began. The intimate shop focused on big name designers and small avant-garde collections. After selling Pour Moi, Taylor entered the corporate fashion and retail industry, taking a position as a Regional Sales Manager for Bill Blass New York. Paula currently owns and operates Paula Taylor Productions, producing local, national and international fashion shows; pop up shops, trunk shows, and refined events yearly. Mrs. Taylor is the owner and creative director of Tucson Fashion Week, an annual fashion event that brings celebrities, fashion designers and artists from all over the world to Tucson, Arizona. She maintains an active international consulting business in retail management, Visual Merchandising, and brand development.  


Mrs. Taylor’s career has included traditional, and nontraditional visual merchandising for nationally branded retail stores, independent boutiques and pop up shops around the globe. Paula is an Adjunct Professor at the Art Institute of Tucson in Fashion Design, Retail Management, and Visual Merchandising and Marketing programs. 


Paula is the author of the definitive textbook on fashion show production titled: How to Produce a Fashion Show from A-Z, published by Prentice Hall/ Pearson. She lives in the foothills of Tucson, Arizona.


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