Visual Merchandising (Theory)

Paper Code: 
GFSD 401
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. Understand the concept of visual merchandising in fashion marketing.
  2. Understand the functional nature of Visual merchandising as an Art.
  3. Provide the basic working tools and skills related to visual merchandising

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

COURSE CODE

Course Title

GFSD 401

 

Visual Merchandising (Theory)

 

The Students will be able to:

  1. Devise and recognize basics of Visual merchandising & display
  2. Identify and plan store displays.
  3. Develop a strategy for the styling and visual merchandising in a store for a wide variety of Fashion products.
  4. Recognize principles of visual and display of merchandise and presentation of both functional and decorative units for display.
  5. Maximize the impact of any retail display space through application of principles of VM for store display and window display
  6.  Develop fashion promotion strategies in real industry situations by merchandise planning.

Approach in teaching: interactive Lectures, Discussion, PowerPoint Presentations, Informative videos

Learning activities for the students: Self-learning assignments, Effective questions, presentations, Field trips

Assessment tasks will include Class Test on the topics, Semester end examinations, /Quiz, Student presentations, and assignments

 

 

 

 

 

 

18.00
Unit I: 
Visual merchandising and Display Basics
  • Visual merchandising – meaning, purpose, scope
  • Colour and Texture
  • Line and Composition
  • Shape and forms

 

18.00
Unit II: 
Display Locations
  • Store Exterior
  • Window Display
  • Store Interior
  • Remote Display

 

18.00
Unit III: 
Display Equipments/ Components
  • Themes and schemes
  • Mannequins & Alternatives to mannequins
  • Fixtures
  • Lighting
  • Sound Usage
  • Graphics and Signage
  • Budgeting

 

18.00
Unit IV: 
Store design layout
  • Selling space, merchandising space, personal space, customer   space
  • Display Techniques:
  • Pyramid
  • Zigzag
  • Repetition

 

18.00
Unit V: 
Merchandise Planning
  • Visual Merchandising & Planning: Process & its execution
  • Setting up a Display shop
  • Visual Merchandising and Changing face of Retail with respect to visual merchandising
  • Visual Merchandising and Dressing Fixtures
  • Furniture as props
  • Activity: Present a theme based window display for a retail fashion outlet

 

Essential Readings: 

Suggested Text Books:

  • Sachdeva. N. (2018), Fashion Marketing and Buying, Heritage pulishers, New Delhi.
  • Martin M. Pegler (2006),Visual Merchandising and Display , Edition 5, Fairchild Publication.
  •  Diamond, Jay & Ellen (2007),  Contemporary Visual Merchandising and Environmental, Pearson Prentice Hall, Fourth Edition
  • Greg M. Gorman ((1996), Visual Merchandising and Store Design Workbook, Publications

 

Suggested Reference Books:

  • Morgan. T.  (2008), Visual Merchandising, Laurence King Publishing,
  • Rosenau, J. A., Wilson David L. David. (2006), Apparel Merchandising-The line starts here, Fairchild publications, New York.
  • Nirupama, Pundir (2007), Fashion Technology-Today and Tommorow, Mittal publications, New Delhi,.

 

References: 

E-Resources:

 

Academic Year: 
2023-24
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