Careers in Visual Merchandising
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: (1) create and maintain an image for a department or store that resonate with their target customers, (2) multiply customer traffic in the store, and (3) direct their customers? browsing through merchandise placement and store layout to result in an ultimate sale.
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.
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.
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.
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.
Where to apply
? Birla Institute of Management Techonolgy,
Birla Vidya Niketan,Pushpa Vihar, Sector-IV,
? Asia-Pacific Institute of Management,
Sarita Vihar, New Delhi-110076
? Indian Retail School,
N-10, South Extonsion-1,
? K J Somajya Institute of Management.Studies & Research,
Vidyavihar. 9 SASMIRA, Sasmira Marg, Worli,
? Garware Institute of Career Education and Development,
Vidyanagari, Kalina, Santacruz (E),
? Pearl Academy of Fashion,
A-21/13, Naraina Industrial Area,
Phase II, New Delhi- 110028
? Mudra Institute of Communications,
Shela, Ahmedabad- 380058
? ITM-CDLHP Global Leadership Centre,
ITM Campus, 25/26 Institutional Area,
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
? Apeejay Institute of Business Studies,
Plot No. 23,Sector 32, Institutional Area,
? International Institute of Fashion Technology,
South Extension Part I,
? National Institute of Fashion Technology (NIFT), at:
1. Hauz Khas, New Delhi 110 016
2. Tata Mills, Parel, Mumbai 400 014
3. Sector III, Salt Lake City, Calcutta 700 091
4. GIDC Electronic Estate, Gandhinagar 382 010
5. Chenatha Bhavan, Nampally, Hyderabad 560 001
6. Co Optex Bulding. Egmore Chennai 600 008
? The various colleges of Wigan & Leigh College,
1. New Delhi: 86-A, Central Avenue, Sainik Farms,
Tel: 011-26858849-51 Mobile: 9818479333
2. Mumbai: Tel: 022-23015591/4, 56623997
3. Kolkata: Tel:033-24487140/50
4. Bangalore: Tel: 080-25574311/12/13
5. Hyderabad: Tel: 040-55767425
6. Pune: Mobile: 9850271167