Retailers Association of India (RAI), the unified voice of the Indian retail industry, and Mudra Institute of Communications, Ahmedabad (MICA) India’s premier institution that provides professional training in communication, have come together to launch a six month Professional Programme in Visual Merchandising & Creative Communications for the first time in India reports ClickPress.
Visual Merchandising (VM) 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 Mr Gibson G Vedamani, CEO, Retailers Association of India (RAI) “Unlike the western countries, where Visual Merchandising receives highest priority in retailing, the Indian industry’s understanding and practice of the concept of VM 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 a 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 observes, “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.
Students with a Bachelors degree from a reputed university along with a preferred work experience of 2 years would be eligible to join this full time Professional Programme.
MICA is an academic institution set up in 1991 to develop professional communication skills in India.