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.
Visual Merchandising Personal Skills
Creativity is the key skill coupled with above-average ability for artistic expression. Technical and design expertise (e.g. building stet, props, setting up proper lighting, etc) are helpful besides the knowledge of fashion and art/design industry trends and forecasts and an ability to work well with others.
Visual Merchandising Job Prospects
There are many allied fields that can expand the scope for a visual merchandiser. Exhibition displays, birthdays, set design (theatrical sets included), theme parties, hotel lobbies, home and wedding decorations are some of these areas. Many big garments brands like Provogue, Shopper's Stop, Ebony and Liliput etc. maintain in-house teams.
The other alternative is to Work as an apprentice/assistant with an established visual merchandiser and learns the tricks of the game. Later, out of the experience earned, you can start your own business.
Opportunities abound especially during festivals like Diwali, Dassera, Christmas and Valentine’s Day etc. these, being seasonal business opportunities, require approaching the right kind of shop at the right time. The idea should be to start small and think big.
Visual Merchandising Pay Package
Thanks to the increased expansion of rertail industry backed by currents of globalization, Visual Merchandising has become a very lucrative career option. Depending on your qualification and experience, one can expect to be paid well in this hot career option.
As a trainee, one can start with a salary of Rs.1000-Rs.15000. One can command a higher salary as the experiences raises, Generally MNCs and private companies pay higher.
Visual Merchandising Institutes
Birla Vidya Niketan,Pushpa Vihar, Sector-IV
- Birla Institute of Management Techonolgy
- Asia-Pacific Institute of Management
Sarita Vihar, New Delhi-110076
N-10, South Extonsion-1
- Indian Retail School
Studies & Research
- K J Somajya Institute of Management
Vidyavihar. 9 SASMIRA, Sasmira Marg, Worli
Vidyanagari, Kalina, Santacruz (E),
- Garware Institute of Career Education and Development
A-21/13, Naraina Industrial Area
- Pearl Academy of Fashion
Phase II, New Delhi- 110028
Shela, Ahmedabad- 380058
- Mudra Institute of Communications
ITM Campus, 25/26 Institutional Area
- ITM-CDLHP Global Leadership Centre
Sector-4, Kharghar E, Navi Mumbai- 410210
Retailers Association of India (RAI)
111/ 112 Ascot Center, Next to Hotel Le Royal Merdien
Satiar Road, Andheri (E), Mumbai-400099
Plot No. 23,Sector 32, Institutional Area,
- Apeejay Institute of Business Studies
South Extension Part I
- International Institute of Fashion Technology
National Institute of Fashion Technology (NIFT)
- Hauz Khas, New Delhi 110 016
- Tata Mills, Parel, Mumbai 400 014
- Sector III, Salt Lake City, Calcutta 700 091
- GIDC Electronic Estate, Gandhinagar 382 010
- Chenatha Bhavan, Nampally, Hyderabad 560 001
- Co Optex Bulding. Egmore Chennai 600 008
The various colleges of Wigan & Leigh College
Tel: 011-26858849-51 Mobile: 9818479333
- New Delhi: 86-A, Central Avenue, Sainik Farms,
- Mumbai: Tel: 022-23015591/4, 56623997
- Kolkata: Tel:033-24487140/50
- Bangalore: Tel: 080-25574311/12/13
- Hyderabad: Tel: 040-55767425
- Pune: Mobile: 9850271167