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FDDI explores footwear business education techniques and trends in these featured articles.

“Jharokha… Glimpses of Visuals”- Visual Merchandising Competition 2013


Footwear Design & Development Institute, (Ministry of Commerce and Industry, Govt. of India) (School of Retail Management) Proudly announces the 4th Annual "Visual Merchandising Competition “Jharokha… Glimpses of Visuals”.

VISUAL MERCHANNDISING: the face of retail

Visual merchandising is the first tactile representation of projected merchandise that the customer will see. Visual merchandising using products, props, colors and lighting to create a "tableau” that represents your products, is great fun and well worth the effort. Visual Merchandise has been around since the dawn of civilization, since human started selling merchandise to a customer. When vendor arranged his product0s to be more attractive for a customer and will change their buying behavior towards that product.

That is the reason why consumers are drawn to stands, shop windows or display to capture attention in order to immerse the customers in the scene on display so as to encourage walking in to shop or buy that product.



Tips for Visual Merchandising
  • The theme/ story-telling in visual merchandising generate the desire in the customers. Creating specific story around the product will ensure an eye catching display and will drive sales.

  • Color is one of the most powerful tools in the Visual Merchandising segment. It is a visual perceptual property. Colors can be associated with emotions, special occasions and gender. It attracts attention and pulls more customers into the store. A retailer has to focus on the right choice of color that would match with the theme of display.

  • The main goal of display is to showcase the products within the overall display area. Customers give three to five seconds of their attention to window display. The retailer’s visual message should be conveyed to the customer in that short period of time.

  • Customers are drawn to light. Lighting can make products shine and bring colours to life. Using with light will enhance any product.
  • Customers want to see new and different products. There is an aspect of entertainment and education that customers appreciate when stores change their displays.

  • Consider coordinated grouping of products or themed products together for powerful visual messages. Coordinated/ Theme merchandising is a fun way to communicate seasonal activities or other information.

  • Keep your display high at the back and low at the front, so that the eye will flow down through the grouping and so that all the merchandise will be visible.
Common Errors
  • Too much merchandise - shop looks cluttered and messy.

  • Too little merchandise - shop looks bare and uninviting.

  • Too many props - confusing to the customer what's for sale. Can look over complicated.

  • Lack of attention to detail - looks unprofessional.

  • Display changes too infrequently - regular customers will become bored, and slow moving stock will remain stagnant.

  • Lack of underlying theme - if it looks weak and halfhearted your efforts are in vain. Customers need a strong message.

  • Poor housekeeping standards - nobody wants to buy unloved goods from a dirty shop. Cleanliness reflects an impression on your customers.

  • No display budget - even if its just having a basic display kit which allows you to suspend, hang, stick, staple items to display them to their best effect. Often the cheapest props are the most effective; washing lines and pegs are great for displaying clothes, fabrics etc.

Objectives of the competition:

  • Gives creative teams from all over India the chance to showcase their talents.
  • An opportunity for individual, 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 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.

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

The competition is set across the following stages.

Stage 1:Entries from competitors:

  • The entries have to be sent through the institute only
  • Entry is free of Cost.
  • Entries should consist of the duly filled entry form. Entry form can be downloaded from A printed proposal (500 to 1000 words) based on a set theme, which should have:
    • Interpretation of the theme
    • Your research work for the concept, product (merchandise) and consumers/ target market.
    • A3 size Colored hard copy of Mood Board depicting your theme.
    • A technical drawing of the window in A3 size. Rules for which are:
      • All designs must be ORIGINAL work.
      • Demonstrate planning and dimensional consideration through technical drawing of the window( can be manual or computerized).
      • It should be scaled drawing of the merchandise , props and other materials.
      • Basic costing of the display should not exceed Rs. 2500/-.
    • No soft copy will be entertained.
  • Window Specifications:
    • 8 ft. X 8ft. X 8ft (Designs must be contained within this perimeter, i.e. cannot go beyond or attach materials past the specified areas.)
    • Only back wall will be provided; Sides are bare.
    • Grid on top.
    • Two adjustable spotlights at the front of the grid ceiling.
    • Electrical socket.
  • Please consider all practical implementations in time restriction of 3 hours while creating your proposal.
  • All entries with the heading” VM Competition- Window Display” must be posted in Hard Copy (printed form) latest by 15th September. 2013.

Stage 2: Short listing and Window Display

Short listing of entrees will be done at three levels:

LEVELl 1 and LEVEL 2 is only for FDDI participants whereas LEVEL 3 is open for all participants.

  • LEVEL 1
    • Inter Department Competition of FDDI , NOIDA Campus students
    • Venue: FDDI NOIDA Campus
    • Date: 23rd October 2013
    • Time 10:00 Am – 1:00 pm.
    • Maximum 9 entries only will be entertained.
    • Certificate of Participation will be awarded.
    • The best entry will be participating at LEVEL 2 and represent FDDI, NOIDA campus.
  • LEVEL 2
    • Inter campus Competition will take place.
    • Participation from each FDDI campus shall be encouraged and appreciated.
    • The best 9 entries from FDDI applicants will be short listed.
    • The date of the display at FDDI NOIDA Campus will be 24th October 2013.
    • The best 3 entries will move on to the next level (Level 3). They will be awarded with Prize money of Rs 1500/- per group.
  • LEVEL 3
    • Inter college/ institute/ University Competition will take place.
    • Best 6 entries from outside FDDI will be shortlisted.
    • The composition of participants would be 6( outside FDDI) + 3( FDDI entries).
    • The Final date of the competition will be 25th October 2013.

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

Date of final display is 25th October 2013. Each team will be given a time limit of 3 hours, although preparation is allowed prior to installation.

1st Platinum Prize : Rs 10,000/-
2nd Diamond Prize : Rs 7, 000/-
3rd Gold Prize : Rs 5,000/-
  • Cheque will be issued in the name of the institute/ organization only.
  • All the participants will get certificate of participation.
About FDDI
Footwear Design and Development Institute commonly known, as “FDDI” is the leading Institute in India for Infrastructure Development for the footwear industry and Human Resource Development. FDDI is sponsored by the Ministry of Commerce, Govt. of India. It is rated among the premier fashion, footwear and retail management institutions in the world. The institute conducts wide range of long term and short term programs. In just a span of two decades FDDI has evolved from being India's premier institute to a notable international training Institute.
Mode of Submission: All entries with the heading “VM Competition” must be posted in a printed form to the following address latest by 15th September. 2013.


Chief Consultant (Retail)
School of Retail Management
Footwear Design & Development Institute ( FDDI)

(Ministry of Commerce and Industry, Govt. of India)
A10/ A, Sector 24, Gautam Budh Nagar
Contact No. – 0120 4500160



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