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Meet our tutors

You'll be assigned either Barbara Chapman or John Abbate. Both are industry professionals with decades of retail display experience. Your tutor stays with you throughout all 12 modules.

Barbara Chapman

Barbara Chapman

Course tutor · Associate lecturer in VM & Creative

With over 35 years of creative and VM experience across the luxury, high fashion and high street retail sector Barbara brings an understanding of how to deliver brands across every touch-point – windows, in store vm, pop-up shops, product launches, customer events, show rooms, tv sets, venue and set dressing and photographic shoots.

She believes that creativity, design and styling can achieve commercial success, by inspiring brand awareness through innovative, creative and unique customer experiences. Using skills in creative conceptualisation, project management and both old school crafting and hi-tech execution, she delivers unique and motivating environments. Barbara has worked with an extensive range of brands including Selfridges, Fendi, Nike, Burberry, Mulberry, Oasis and John Lewis.

She is also an Associate lecturer in VM & Creative and a guest speaker.

SelfridgesFendiNikeBurberryMulberryOasisJohn Lewis

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John Abbate

John Abbate

Course tutor

John Abbate’s impressive career in the retail industry is marked by his extensive work with globally renowned brands and significant contributions to retail education and community revitalization.

His journey includes pivotal roles at major labels like Ralph Lauren, Levis, and Alfred Dunhill, where he honed his skills in retail store design and visual merchandising across Europe and America.

His work continues to shape the landscape of modern retail, blending aesthetic appeal with strategic brand positioning, and enhancing customer experiences across both physical and digital retail spaces.

John’s expertise and leadership in the field of retail design and visual merchandising, combined with his contributions to retail education and high street revitalization, make him a highly respected and influential figure in the retail industry.

Ralph LaurenLevi'sAlfred Dunhill

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Learn from people who have spent their careers doing the work

Your personal tutor gives detailed feedback on every assignment, all the way to your SDEA Certificate.