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VISUAL MERCHANDISING AND CREATIVE COMMUNICATIONS

Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus and in perspective too. It educates the customers, creates desire and finally augments the selling process. This is a nascent area of the Indian retail industry, therefore a professional program on Visual Merchandising will go a long way in addressing this gap. The success of the program will be reflected in the better presentations, displays, indoor and outdoor communication about the stores. This course would be a niche specialization in the booming retail sector. Visual Merchandising achieves the following:

• Educates the customers about the products and services offered creatively and effectively.

• Enables a successful selling process, from browsing to buying.

• Establishes a creative medium to present merchandise in a lifelike 3-D environment, thus creating a strong impact and recall value.

• Sets the context of the merchandise.

• Establishes the linkage between fashions, product design and marketing by keeping the focus on the product.

• Draws the attention of the customers and help them match their needs with the visually merchandised product.

VISUAL MERCHANDISING IN INDIA

As the concept of large retail stores gains ground in India, the practice and concept of VM is likely to grow exponentially. In the western countries VM receives highest priority in commercial planning of a product. 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 decor and visual presentation to appeal to the consumers while announcing new arrivals in merchandise collection. This phenomenon of transformation of visual presentations and displays of merchandise accompanied by relevant thematic props, is still very new in India. VM and Displays have a storyboard effect communicating innovatively to the customer besides being a ‘Silent salesman for a retail store’.

VISUAL MERCHANDISING AT MICA

MICA in association with RAMMS India Pvt Ltd,(link to their website www.ramms.co.in) leading consultants in the retail sector, has developed a six-months’ professional programme in Visual Merchandising & Creative Communications (VMCC) for the first time in India.

MICA had a very successful experience with the Retail Communications Management (link to RCM page) program, which is in its third batch of the programme currently and also the success of the first batch of Professional Programme in Visual Merchandising and Creative Communications (VMCC). Building upon MICA’s capabilities in creative communications training, a combination of retail management and creative communications learning is brought about in the form of Visual Merchandising and Creative Communications program. The programme combines the learning of the approaches currently used in the retail industry with communication expertise of MICA. The programme consists of some core modules in Retailing and Visual Merchandising, strongly supported by consumer behavior and shopper behavior studies, visual literacy and retail research in addition to a large number of field projects.