programme

Visual Merchandising

Home/ Visual Merchandising
Course TypeCourse CodeNo. Of Credits
Foundation CoreSVS1RM3024

Semester and Year Offered: August 2018, 3rd semester

Course Coordinator and Team: Nikhil Charak & External Experts

Email of course coordinator: nikhil@aud.ac.in

Pre-requisites: The course focuses on the Job Role related to Department Manager (Level-6) in a retail store as per the guidelines of National Skill Qualification Framework (NSQF). The course is meant to be offered to those who have specific knowledge and skills related to Sales Associate (Level-4) & Team Leaders (Level-5) offered in 1st year.

Aim: Visual Merchandising is an essential part of BVoc- Retail Management course which emphasised on the importance of merchandise in retail sector. It is an industry related specialised programme. The programme is in alignment with National Skill Qualifications Framework. The course aims to bridge the gap between the skill-profiles of the graduates and those that are required by the industries in the job market.

Course Outcomes:

Student will be able to:

  1. Demonstrate products on display in retail stores and enhance customers' choices
  2. Outline design briefs for merchandise
  3. Create retail displays in a retail store
  4. Demonstrate duties and responsibilities of a visual merchandiser

Brief description of modules/ Main modules:

Note: The said course is of total 60 Hours which includes 40 hrs of Theory and 20 hours of Practical.

Module 1: Store Environment (9T+3P)

Store Imagery, brands and image, overview of display. Elements of composing store environment,

Space Mix, Area Mix, Merchandise, The merchandise types, Circulation, free flow, grid, race track .

Herringbone and Spine.

Module 2: Introduction to Visual Merchandising. (11T+4P)

History of Visual Merchandising and Linkage between various cultures and its impact on merchandising, definition of Visual Merchandising, AIDCS (All I Do Can Sell), Visual merchandising practice in the retail. Window Displays Basics, Prop ,Window Displays Basics, Types of Displays Areas . Merchandise Presentation, Objectives of merchandise presentation. Merchandise presentation types, Visual Communication

Module 3: Visual Merchandising Operations. (14T+4P)

Customer values and needs. Visual Design ,Visual Appeal, Props and equipments. Potential places for product display, Updating Stock records. Basics of Corel Draw, basic drawing tools, design tuts. Retail Branding in the new digital age.

Module 4: Workshops on “Visual Merchandising” (10T+5P)

How to define your Brand, and design a store environment that becomes a Brand Experience. Space plan a store that is efficient, engaging, and easy to shop. Select display fixtures. Signage and Graphics program. Window Displays that are dramatic, powerful, and engaging, efficient lighting program, Colour and Materials selections, design a logo, mark, and tagline that are memorable.

Assessment Details with weights:

Assessment Plan(weight, mode, scheduling) for the course

S.No.

Assessment

Period of Assessment

Weightage

1.

Assignments (Project/written assignment/portfolio)

After the completion of 1st module

Assignment 1 (25%)

 

After the completion of 2nd module

Assignment 2 (25%)

 

2.

Class Participation

All through the semester

10%

4

End Semester Exam

End of Semester

40%

Total

100%

 

Reading List:

  1. Huckerby ,P(2015).“Easy Visual Merchandising: An Outstanding Visual Guide For 21st Century Retail”.
  2. Bell, J. A., & Ternus, K. (2011). Silent selling: Best practices and effective strategies in visual merchandising (4th ed.). London: Fairchild.
  3. "Visual Merchandiser". The Job Guide. Department of Education, Employment and Workplace Relations. Retrieved 5 October 2011.
  4. Pradhan, S. (2009). Retailing management: Text and cases. Tata McGraw-Hill Education
  5. Schielke, T; Leudesdorff, M (2015). "Impact of lighting design on brand image for fashion retail stores". Lighting Research and Technology. 46 (6): 672–692. doi:10.1177/1477153514541831.