Graduate Program in Visual Merchandising

“If it does not enhance selling, it is not Visual Merchandising”

(a) The Science of VM

Pedagogy at Academy of Applied Arts is structured around the three fundamentals of Visual Merchandising: psychology, technology and design. We employ an immense understanding of form & function and consumer behaviour within a finite retail environment. All this put together helps you maximise sales, built brands and create customer loyalty.

(b) The Art of VM

Visual Merchandising is not merely a matter of making merchandise look attractive for the customer. It is actually selling of the merchandise through visual medium. Visual Merchandising is the activity that augments the selling process by enticing, educating, helping customers in a buying decision and finally making the sale.

Visual Merchandising is the way for the store to say “This is who we are and what we stand for”

Growth Aspects in Visual Merchandising
In an extremely competitive and ever evolving retail environment, the Indian retail industry has shown a remarkable performance in terms of revenue generation along with the increase in the manpower building thereby assuring promising careers in the years to come. Visual Merchandising has become such an important element in retailing that one can find numerous career opportunities that includes:-

• Visual Merchandising Director
• Display Director Visual Merchandising who are responsible for merchandise presentation, image development and management within a department or specialty store group.
• Display Designers conceptualize, design and develop displays and fixtures used in store environments.
• Visual Merchandising Managers are responsible for merchandise presentation and integration of merchandise directives within a store environment.
• Visual Merchandising Associates are responsible for carrying out merchandise presentation on the retail level, whether independently or under direction of the Visual Merchandising Manager.
• Visual Merchandising Consultant.
• Event Manager

Visual Merchandising as a subject also offers freelancing, to be a rewarding career option where one can exhibit their talent by creating window displays, exhibitions,fairs that results in becoming a vital part of the dynamic retail environment.

Contents

The aim of Visual Merchandising program at Academy of Applied Arts is to create an atmosphere where special attention is paid to the various components of the retail environment and a customer’s experience within it. These include, but will not be limited to the following:

• Getting Started – Understanding Visual Merchandising and the Retail Industry
• Introduction into Display and Visual Merchandising
• Understanding need of Visual Merchandising in Modern Retail Industry
• Consumer Psychology
• Customer Profiling
• Visual Merchandising and Display Basics
• Prop Making
• Window Displays
• In-store Displays
• Develop Concept Visuals – Plans and Elevations
• Fixtures and Furniture
• Lighting and Signage
• Concept Board to Execution
• Colorization – Color Code and Palette Techniques
• Understanding Brand Management with Branding and Styling within Retail
• Mannequin Dressing, Styling and Display Techniques
• Traffic Flow
• Planogramming
• Store Planning and Layout
• Design Softwares:

Mockshop Software Understanding CAD in reference to Window Display

Add On Skills:
• Diorama Design
• Letter Cutting
• Photography
• Recycle
• Flower Arrangement
• Drawing and Painting

Projects:
• Research
• Excursion Trips
• Window Displays
• Guest Lectures by Industry Professionals

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