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VISUAL MERCHANDISING COMPETITION

"JHAROKA: Glimpses of visuals" for VM Professionals & Students

VISUAL MERCHANDISING: the face of retail

Visual merchandising is the activity of promoting the sale of goods, especially by their creative display in retail outlets, this includes combining product, environment, and space into a stimulating and engaging display. The final goal is to set out a store in a way that the customer will find attractive and appealing and that would augment the selling process. It is a team effort involving senior management, architects, merchandising managers, buyers, the visual merchandising director, designers, and staff to create an orderly, understandable, ’easy to shop’ and ‘find the product’ format. It is important to understand that the visual merchandiser is there, not to impose ideas, but to help clients articulate their own personal style.

Critical Issues of Visual Merchandising:

Attention grabbing yet clear graphics and right signage
A good trend story and appropriate mood board
Ideal space management
Eye-catching Dress forms and mannequins to communicate the brand and the product image
Synergy among various sections of the store
Out of the Box thinking
Understanding of the merchandise and range plan forecast for the coming seasons

VM helps in:

Effective and creative way of educating the customers about the product/service
Establishing an innovative medium to present merchandise in 3D environment, which has extended impact and recall value
Providing an exclusive positioning to the retailer creating a synergy between the business and marketing strategies for the retailer keeping the product in prime focus.
Amalgamation of the creative, technical and operational aspects of a product and the retailer.

COMPETITION BRIEF

Purpose and Objectives of the competition:

Gives creative teams from all over India the chance to showcase their talents
An opportunity for individual, retailers or students to be the “ best among the best”
A chance to experiment with creativity and innovation
To create a stunning , unique window display on a small budget.

Entry Requirements:

Open to both VM professionals and students, this is a free competition that gives creative teams from all over India the chance to showcase their talents and be crowned national champions. “Jharokha: Glimpses of visuals” promotes and develops the quality of VM and window-dressing skills across the retail industry and above all gives the opportunity of being the best among the best.

Student Category: Students from design, fashion, art and management institutes can group up in teams of maximum 4 members.

Theme: India in 2020

Professional Category: Practicing Retail and Design Professionals in any category

Theme: Celebrations / Festivals

Competition Structure

Student Category

Professional Category

Stage 1: Entries from competitors:

You need to submit the printed entry form having the following details: Name, Address, Contact number, E- mail ID, Organization/Institution, Theme.
Submit a proposal (500 to 1000 words) based on a set theme, which should have:
- Interpretation of the theme
- Your research work for the concept, brands, product and consumers
- Basic costing with total expenditure not exceeding Rs 1500/-
Please consider all practical implementations in time restriction of 3 hours while creating your proposal.
A3 size Mood Board depicting your theme.
All participants have to bear the cost of travel, accommodation and props on their own. FDDI will not be liable for any payments.
To be submitted by 9 th October 2009.

Stage 1: Entries from competitors:

You need to submit the printed entry form having the following details: Name, Address, Contact number, E- mail ID, Organization, Theme by 23 rd October 2009.
Submit a proposal (500 to 1000 words) based on a set theme, which should have:

Interpretation of the theme
Your research work for the concept, brands, product and consumers
Basic costing with total expenditure not exceeding Rs 1500/-

A3 size Mood Board depicting your theme Candidates need to submit a 3D technical drawing in image format( .jpeg) or video format(.avi ) with following specifications in a CD
All designs must be ORIGINAL work.
Demonstrate planning and dimensional consideration through technical drawing of the window.
It should be scaled drawing of the merchandise , props and other materials
Window specifications are :- 1.5 m width X 1.5 m length X 2-2.5 m height with three walls
open front, closed back

Stage 2 : Technical Drawings

Shortlisted candidates from Stage 1 will be announced.
Shortlisted candidates need to submit a technical drawing in A3 size with the following specifications.
All designs must be ORIGINAL work.
Demonstrate planning and dimensional consideration through technical drawing of the window.
It should be scaled drawing of the merchandise , props and other materials
Window specifications are

1.5 m width X 1.5 m length X 2-2.5 m height with three walls, open front, two spot lights, Two floor panels measuring 1.5m x .75m and a grid

Stage 2: Short listing

An eminent panel of jury members would short list final 20 best entries that would be intimated by mail.

Stage 3: Further Short listing

An eminent panel of jury members would short list final 20 best entries that would be intimated by mail.

Stage 3: Final Selection

Short listed candidates will be judged by industry experts for the final best three entries on 27 th November 2009.

Stage 4: Window Display

Short listed teams will be invited to set up their display in FDDI grounds on 27 th November 2009, where they will be judged by industry experts and designers.

Each team will be given a time of 3 hours.

Prizes:

1st Platinum Prize: Rs 10,000/-
2nd Diamond Prize: Rs 7, 000/-
3rd Gold Prize: Rs 5,000/-

Prizes:

1st Platinum Prize: Rs 40,000/-
2nd Diamond Prize: Rs 25, 000/-
3rd Gold Prize: Rs 15,000/-

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