Page 4 - DMGT552_VISUAL_MERCHANDISING

SYLLABUS
Visual Merchandising

Objectives: Students will be able to assess the marketplace in terms of the contemporary trends of visual merchandising in a
typical retail store environment.

Students will be able to develop a strategy for the styling and visual merchandising in a store for a wide variety of products
categories like apparel, electronics, grocery, food, home care etc.
Students will be able to maximize the impact of any retail display space.

Sr. No. Topics
1. Retailing: Definition, Evolution and Formats, Relating Retail with Customer Profile, The Indian Retail Industry.
2. Visual Merchandising: Definition and Functions, History, Understanding Retail in India.
3. Retail Store—Site and Design, Image Mix: The Top Six Elements, Store Exteriors, Store Interiors.
4. Display Basics, Design Basics, Principles of Design, Colour Blocking—People Buy Colours, Signage,
Understanding Materials.
5. The Purpose of Planning Fixtures, Types of Fixtures.
6. Circulation Plan and Types of Circulation Plans, Meaning and Purpose of a Planogram, Benefits of a
Planogram, Implementation and Maintenance of a Planogram.
7. Meaning of Merchandise Presentation, Principles of Merchandise Presentation, Categories in Merchandise
Presentation, Dominance Factor in Merchandise Presentation, Cross Merchandising.
8. Window Display—Meaning and Scope, Vis-à-vis Merchandise, Types of Setting, Promotional Display Vs.
Institutional Display, Window Display—Construction.
9. Styling, Display Calendar, Sales Tracking, Handling the Mannequin, Props, Lighting, Organising an In-store
Event, VM Tool Kit, Quality and Process in Visual Merchandising, Standard Operating Procedures (SOPs).
10. Brand Experience—Brand-centric to Customer-centric, Experience Design—Beyond Visual Merchandising,
Generation C—The Changing Consumer, The Magic of Augmented and Mixed Realities, Experiential Retail—
The New Retail Scenario.