Retailers Association of India (RAI), the unified voice of the Indian retail industry, and Mudra Institute of Communications, Ahmedabad (MICA) have come together to launch a six-month Professional Programme in Visual Merchandising & Creative Communications for the first time in India.
Visual merchandising is the art of persuasion through presentation, which puts the merchandise in focus and in perspective too. It educates the customers, creates desire and finally augments the selling process.
According to Gibson G Vedamani, CEO, RAI, “Unlike the western countries, where visual merchandising receives the highest priority in retailing, the Indian industry’s understanding and practice of the concept of visual merchandising is inadequate. As seasons change, the merchandise collections / planograms, too, change in a retail store. When such changes take place, the store too undergoes a transformation in terms of its visual presentation, appealing to the aesthetic faculties of consumers. This phenomenon of a transformed visual presentation / displays of merchandise accompanied by relevant thematic props is still at a nascent stage in India. Therefore, the Professional Programme in Visual Merchandising & Creative Communications will go a long way to fill this gap.”
Visual merchandising helps in educating the customers about the product / service in an effective and creative way while enabling a successful selling process – from browsing to buying. Effective visual merchandising helps in drawing the attention of the customer and help him / her match his / her needs with what’s visually merchandised.
Prof Atul Tandan, Director, MICA, observed, “The Professional Programme in Visual Merchandising & Creative Communications offers a programme that blends the business and psychology of retail marketing principles with technical skills. Participants learn, through hands-on experience, how to design and draft a rendering of a display, how to build necessary props and accessories, and how to carry the project through to completion.”
By graduation, each participant will have a portfolio of drawings and photographs of projects he or she has designed and executed. Graduates will be prepared for entry-level positions in department stores, specialty stores, and boutiques as visual merchandisers, window trimmers, and freelance artists.
This full time programme is scheduled to start from July 20, 2006. Students with a Bachelors degree from a reputed university along with a preferred work experience of two years would be eligible to join this professional programme.