Today visual merchandising plays an important role in this business- generation of retail-industry. Visual Merchandisers are the professionals who are responsible for granting any brand a face.
Visual Merchandising (VM) is the art of presentation whereby Visual merchandiser conceptualizes designs and implements window and in-store displays for retail stores. This exercise educates the customers, creates desire and finally adds to the selling process.
Merchandising is an area where the Indian textile and clothing industry, particularly, the small scale enterprises require adequate knowledge and expertise.
This inadequacy is best reflected in poor presentation/display and communication in various national and international exhibitions.
Therefore there are several training programme being conducted to train professionals in this emerging option.
Visual Merchandisers must combine their artistic flair and creativity with technical know-how to set up displays that maximize the space of the store while effectively catching the eye and appealing to the senses of their target customers to serve these purposes:
Create and maintain an image for a department or store that resonate with their target customers
Direct their customers’ browsing through merchandise placement and store layout to result in an ultimate sale.
Multiply customer traffic in the store
Visual Merchandising Eligibility Criteria
There are many Certificates, Diploma programmes being provided by different institutes. Various institutes, all over India, offer diploma courses in visual merchandising.
Many institutes conduct an aptitude test and interviews for VM courses. Even Crash courses are being offered for the working students and professionals.
A student can be from any field or any background. One can enroll after 10+2 to the different diploma programmes.
Courses –
A. Hons Fashion and Visual Merchandising
A. Fashion and Visual Merchandising
Diploma in Visual Merchandising
College / Institute –
Birla Institute of Management Techonolgy
New Delhi-110017.
Asia-Pacific Institute of Management
Sarita Vihar, New Delhi-110076
Indian Retail School
New Delhi-110049
K J Somajya Institute of Management
Mumbai-400030
Garware Institute of Career Education and Development
Mumbai-400098
Pearl Academy of Fashion
New Delhi- 110028
Mudra Institute of Communications
Ahmedabad- 380058
Job Roles –
Define, design and implement a creative visual merchandising strategy
Create appealing and eye-catching visual displays that lead the customer through the entire store
Produce window displays, signs, interior displays, floor plans and special promotions displays
Identify key messages and set a clear image of the end result
Come up with, revise and present design ideas with assistant merchandisers
Act in alignment to the organization’s culture, products, image and target market
Monitor costs and work within budget
Oversee the production and brief staff on arranging displays
Change displays to promote new product launches and reflect festive or seasonal themes
Liaise with suppliers and source elements
Research lifestyle, demographics and design trends