RECURSOS & FRAMEWORKS
A brand guideline no one uses is a dead PDF. This short, direct course teaches you to build retail brand guidelines that actually get applied in store, not a document that sits archived in a shared folder unopened. You'll learn to plan campaign rollout months in advance, with real cases from Gucci, Moncler, Tiffany & Co and Saks.
- Author
- Juan Carlos
- Category
- Visual Merchandising
- Difficulty
- Principiante
- Duration
- 7,5-10 horas de curso completo, con vídeo de Juan Carlos, muchas fotos, infografías, ilustraciones, una evaluación intermedia de avance y un examen final de cada lección. Y varios PDF descargables de guidelines de VM de grandes marcas.
VM Guidelines
& Retail Campaigns
Visual guides, campaigns and brand consistency. A resource system to stop improvising every season.
Context
Every season starts from scratch because no one wrote the rules the first time.
Most brands with several stores depend on the memory and personal judgment of whoever sets up each storefront. When that person changes, or when a campaign has to be replicated across ten points of sale at once, visual coherence breaks down.
VM Guidelines & Retail Campaigns isn't a training course: it's a system of downloadable, applicable resources to document a brand's visual judgment and be able to replicate it without losing quality or consistency.
What used to live only in one person's head becomes a manual any team can follow.
Reviews
What people who've worked with us say.
Juan Carlos is a passionate and highly experienced visual merchandising professional with the perfect balance of organisational skills and creativity. I worked with him in Fun & Basics and I would love to collaborate with him again in the future.
Mónica Romero
CEO, Modeco Studio
Juan Carlos Barrón es una persona polifacética, tenaz, responsable, organizado, inteligente y gran comunicador. Sabe gestionar equipos y es capaz de asumir cualquier reto profesional que se proponga. Tuve la suerte de trabajar con él hace muchos años y conservo un magnífico recuerdo tanto profesional como personalmente.
Cristina Fernández Lozano
Directora de Marketing y Comunicación, Grupo PC
¡Trabajar junto a Juan Carlos Barrón durante varios años en Lladró fue una gozada! Como Director Comercial, tener al lado a un profesional tan fantástico del visual merchandising fue un lujo total. Juan Carlos hizo un trabajo impecable llevando toda España, contagiando a cada espacio una creatividad, un gusto y un talento alucinantes. Un profesional de diez, con una energía brutal y con quien da gusto hacer equipo. ¡Un auténtico crack!
Álvaro Merodio
Director Comercial, Lladró
System
Three types of resources to document and replicate judgment.
01
VM manuals
Templates to document placement, storefront and interior visual criteria that any team can replicate.
02
Campaign frameworks
Structures to launch visual campaigns that stay coherent across stores, seasons and channels without losing brand identity.
03
Standard checklists
Checklists to audit presentation, set-up and visual consistency at every point of sale.
What's included
Downloadable real guideline PDFs
The most valuable part of the course: several downloadable PDFs with VM guidelines from major brands, ready to use as a direct reference for your own.
Guideline vs. brand book
What sets apart a guideline meant to be executed in-store from a visual identity brand book, with the rigor of a real global rollout.
Digital asset management (DAM)
How platforms like Bynder work, used by brands like Barilla and Aprimo so every store always downloads the right material.
Real rollout cases
Napapijri in Mexico, the SEPHORiA campaign, the DKNY launch with Hailey Bieber and IKEA's rollout across hundreds of points of sale.
Storefronts for social media
The storefront designed directly for social content, with the WindowsWear Awards 2026 categories as a cutting-edge reference.
Who it's for
Brands with several stores and teams that need a written standard, not just a remembered one.
It's for you if
- You manage or will manage a brand with several stores and need the campaign to replicate identically across all of them.
- You want to stop depending on one person's memory and have a manual any team can follow.
- You need to plan a campaign rollout months in advance, not improvise every season.
It's not for you if
- You have a single store and don't need to replicate judgment across multiple points of sale.
- You're looking for training in composition or styling (better suited: Window Display Killer or Styling Avanzado).
Position in the system
VM Guidelines & Retail Campaigns turns everything learned across the rest of the catalogue into a document your team can follow without you there.
Syllabus
The complete program, lesson by lesson.
1 · Sistema de guidelines y campañas
- 01Lección 1: Bienvenida y método
- 02Lección 2: Brand Book vs. Guía de VM: los básicos
- 03Lección 3: Anatomía de una guía de marca que sí se usa
- 04Lección 4: Rollout de campaña, planificación con meses de antelación
- 05Lección 5: Plantilla con margen, estandarizar sin perder lo local
- 06Lección 6: Casos reales, Gucci, Moncler, Tiffany & Co y Saks
- 07Lección 7: Checklist/Evaluación intermedia de la lección
- 08Lección 8: DAM: cómo se distribuye una guía a 300 tiendas
- 09Lección 9: Rollout global real: mismo concepto, ejecución local
- 10Lección 10: El escaparate diseñado para la foto
- 11Lección 11: Guidelines de marca y campañas de retail según la perspectiva de género
- 12Lección 12: Guidelines de marca y campañas de retail y sostenibilidad
- 13Examen final: VM Guidelines & Retail Campaigns
Part of the Fundamentos de Visual Merchandising track within BARRONSYSTEM Academy.
Who teaches the course
Juan Carlos Barrón García.
More than 28 years moving between the storefront, the store, the website, the data (KPIs) and the systems. Trained at London College of Fashion, Central Saint Martins and Bocconi. Direct experience at Zara, Chanel, Lladró, Galeries Lafayette and international luxury and local retail environments.
Every lesson is built, recorded and reviewed by him personally, with the same judgment he applies to his own Studio and Consulting projects. A critical, cutting-edge eye. Staying at the forefront of this industry and sharing his knowledge with everyone has always been his priority, ever since he started sharing, for free and for anyone to see, photos of the storefronts of London, Paris and Madrid on Facebook for many years. Here and now, he shares all of his knowledge and vision as well.
Frequently asked questions
Before you buy.
What's the difference between a course, a Master Class and the 1-to-1 session?+
A course develops a specific skill from start to finish, window display design for example. A Master Class goes deeper into a specific topic at a more demanding level. The virtual 1-to-1 session is live, personalized advice on your specific case, with no fixed syllabus.
Do I need prior experience to take the Academia courses?+
Not for the introductory programs, which are designed for people starting out in visual merchandising or window display design. The more advanced programs, like Retail Performance Intensive, do assume prior knowledge of the craft.
Are the Academia courses online?+
Yes, all Academia BARRONVISUAL courses and Master Classes are online, accessible from anywhere. The 1-to-1 session is delivered live over video call.
Do the courses come with a certificate?+
Yes, every course and Master Class includes a completion certificate once the program is finished. It's issued by MariTere Retail School, our school of courses for store employees run in collaboration with BARRONVISUAL, and signed by Juan Carlos Barrón. It isn't downloaded automatically: you need to request it at info@barronvisual.com after finishing the course with at least 65% of the final exam passed.
Access
Downloadable resources.
A resource system to document and replicate a coherent visual policy across points of sale, campaigns, storefronts, store and eCommerce.