SB ASSESSORS AND SERVICES PRIVATE LIMITED

Certification Scheme for ISO/IEC 17024 Certified Visual

Merchandiser
The scheme applies to individuals who have learnt the technical art and science of visual merchandising and visual display
and those who have the knowledge of consumer behavior and, how one can maximize profitability through visual display by
creating one of a kind buying experience for customers.

SB Assessors and Services Private Limited

CORP ADDRESS: 572, SECTOR 4, VAISHALI, GHAZIABAD- 201010 UTTAR PRADESH, INDIA
REGISTERED OFFICE: B-20A, J. J. RAGHUBIR NAGAR, NEW DELHI 110027
 ISO/IEC 17024 CERTIFIED VISUAL MERCHANDISER
ASSOCIATE
LEAD
PRINCIPLE

Scheme Name: Certification Scheme for ISO/IEC 17024 Certified Visual Merchandiser
Scope of Certification: The scheme applies to individuals who have learnt the technical art and science of visual
merchandising and visual display and those who have the knowledge of consumer behavior and, how one can maximize
profitability through visual display by creating one of a kind buying experience for customers.
Brief Job role: Visual merchandisers are in charge of creating attractive visual displays in retail outlets. These people make
shops look the way they do, using their creativity to enhance the aesthetic appeal of window displays, walkways, counters
and in-store displays.
The main objective of visual merchandising is to increase sales and buyer attention, capitalizing on the human tendency to
‘window-shop’. Displays are frequently changed to promote new product launches and reflect festive or seasonal themes,
such as Christmas, spring or summer.
Job Responsibility of a Visual Merchandiser:
Visual merchandisers develop, deliver and communicate visual concepts and strategies to promote retail brands, products
and services in-store, in catalogues or online. They may also work with museums and galleries or create visual concepts for
events.
The majority of visual merchandising personnel are employed in retail stores, the lowest level being assistant visual
merchandiser up to visual merchandising/image controller, employing a staff of fifty plus in a large organization. It is their
job to create eye-catching displays and they are sometimes known as window dressers.
Job Responsibilities:
The type of activities undertaken will depend on the employer and level of seniority. Visual merchandisers working at higher
levels can be based within head office teams, with regional teams, or at larger or flagship stores.
In general, activities may include some or all of the following:
 Liaising with teams such as buying, design and marketing to create design themes and plans, often months in
advance, including window and in-store displays, signage and pricing concepts;
 Conducting research on current and future trends in design and lifestyle, and associated target market features;
 Meeting with business, sales managers and retail managers to discuss sales strategies;
 Identifying and sourcing props, fabrics, hardware and lighting;
 Maintaining a budget and negotiating with suppliers of visual materials;
  Working with architectural features of stores to maximize the available space;
 Using artistic skills or computer-aided design (CAD) packages, such as AutoCAD, Mockshop or Adobe Creative Suite,
to create visuals and plans;
 Creating visual merchandising packs to communicate visual guidelines including layout principles, visual dressings
and signage - usually applies to those based in a head office;
 Visiting branches to coach in-store visual merchandising or sales teams to interpret the guidelines and training
them in the execution of the visual concept;
 Assembling or dismantling visual displays in windows or in-store;
 Carrying out 'comp (comparison) shops' to maintain awareness of other retailers' visual merchandising concepts;
 Leading and motivating teams to complete displays to tight deadlines;
 Seeking feedback from colleagues and customers on the visual impact of displays and implementing changes.
 Comprehend each product’s specific features and create plans to boost its image
 Research market and industry trends to determine how the competition is handling its marketing activities
 Set up visual representations of products by constructing, painting and setting up signs, sales banners and panels
 Maintain and present visual displays in a compelling manner to attract new and existing customers
 Produce design ideas for displays and develop correlating floor plans to execute them
 Create and install special displays to promote specific products or product lines
 Acquire display materials and props by creating and maintaining liaison with procurement managers and vendors
and suppliers
 Determine effective use of space and lighting within the store
 Create branded visual merchandising packs for each branch of the store to use as part of its marketing activities
 Ascertain that prices and other details are clearly visible on each item
 Assemble and disassemble visual displays within the store or in windows
 Lead and motivate merchandising teams to complete displays in a time efficient manner
 Dress mannequins according to followed theme and ensure that appropriate accessorizing is carried out
 Maintain inventory of supplies and tools used in handling merchandising activities and ensure that all dismantled
displays are appropriately stored

Requirements:
Minimum Job Entry Age: 18 yrs
Minimum Educational Qualification: 12th pass
Desirable Qualification:
A degree or diploma in a subject such as fashion design, graphic design, fine art, spatial design, interior design, business
studies or retail management.
Work experience through internships and a comprehensive portfolio of relevant design work.
 Proven work experience as a visual merchandiser or visual manager
 Demonstrable visual design skills with a strong retail merchandising portfolio
 Solid experience in field visual merchandising, including window displays, signs, interior displays and space
utilization
  Proficiency in Photoshop, Illustrator, or other visual design tools
 Knowledge of current visual merchandising trends and best practices
 Proficiency in MS Office
 Creative and innovative thinker
 Ability to analyze sales merchandising reports and survey results
Other Skills:
 a talent for design, colour and style;
 creative flair and imagination;
 strong interest in current and future design trends;
 visual/spatial awareness and manual dexterity;
 effective communication and negotiation skills;
 engaging and working well with a range of teams;
 able to work with constructive criticism.
 creating sketches of visual displays based on the requirements set by your client’s store management department.
Once these preliminary designs have been approved, you will be finalizing the design and creating detailed floor
plans. Following this design process, you will be sourcing the necessary props, materials and accessories required
to bring the designs to life.

Minimum Competence of Merchandiser: The candidate is required to demonstrate/ perform activities/role related to
visual merchandising. These may include following concepts:
1. Introduction to Visual Merchandising (VM):
Introduction, Objectives, Concept of Visual Merchandising, Objectives of Visual Merchandising, Growth of Visual
Merchandising, Visual Merchandising in India, Scope of visual merchandising in India, Visual Merchandising as a Support
for Positioning Strategy, Prospects of Visual Merchandising, Challenges in Visual Merchandising, The common challenges,
Ways to overcome the visual merchandising challenges

2. The Merchandise Mix:

Introduction, Objectives, Concept of Merchandise Mix, Merchandise line, The Assortment of Products, Assortment
strategy, Merchandise Mix of Show Off, Role of a merchandiser, Other Atmospherics in Merchandising, Colour Scheme,
Lighting

3. Store Management in Merchandising:

Introduction, Objectives, Types of Stores, Location of a Store, Types of retail locations, Planning a Store Layout, Various
Types of Store Layouts, Grid layout, Forced-path layout, Free-form layout, Boutique layout, Combined layout, Store Space
Allocation, Heads of space allocation in a store, Managing Customer Navigation in a Store, General Rules of Customer
Traffic in a Store, The Loop for Guiding the Shoppers through a Store

4. Store Design and Display:

 Introduction, Objectives, Concept of Store Design and Display, Objectives of store design, Purpose and importance of
display, Rules of display planning, Display Settings, Store Design, Exterior of a store, Interior of a store, Window displays,
Merchandise Presentation Strategies, Colour blocking, Other techniques of merchandise placement, Physical materials
used to support the display, Components of display, Some Useful Display Fixtures, Shelves, Gondolas, Round racks, Four
ways, Saccades and fixation, Replenishes, Planogramming

5. Store Image & Security:

Introduction, Objectives, Concept of Image Mix, Elements of Image Mix, Merchandise, Fixtures, Sound/Music, Odour,
Visuals, Employees, Elements that Levy Negative Impact on Shoppers, Change of Image, Security Issues

6. Managing Communication for a Retail Store Offering:

Introduction, Objectives, Marketing Communication, Thematic Communication, Methods of Communication, Graphics,
Signage

7. The Present and Future of Visual Merchandising:

Introduction, Objectives, Visual Merchandising at Different Stores, Apparel store, Furniture store, Gift store, Future
Prospects of Visual Merchandising

8. Non-Store Merchandising:
Introduction, Objectives, Non-Store Retail Merchandising, Television retailing/home shopping, Internet retailing/online
shopping, Catalogue Management, Product Presentation in Non-Store Retail Merchandising

The following aspects of Visual Merchandising needs to be demonstrated:

1. Technical terminology and the mock shop - symmetrical and asymmetrical accessories display in the mock shop;
assessment and evaluation of mock shop relating to window size, merchandise, lighting, scheme, mannequin
grouping, colour, focal points, styles and sight lines
2. Mannequin handling in Visual Merchandising - different styles of mannequins, ways of dressing, securing and
mannequin grouping
3. Planning and designing a window - effective planning of windows including different styling techniques, themes,
colour, budgets, equipment, materials, production of a window plan and installing a window display
4. Preparation and practical installation of planned window - selecting coverings, props and merchandise,
dressing mannequins and final evaluation
Process Flow Diagram For The Certification Scheme:
Candidate

Downloading Application Form

Submitting Application to SBAS offline or on web site after completion

Review of Application Form by Application Reviewer

Requirements of ISO 17024:2012 fulfilled by the Applicant NO

YES

Preparation of Examination Papers

Conduction of Assessment as per ISO 17024 (Theoretical & Practical)

Marking of the Exam Papers

Candidate Qualified the Assessment NO

YES

Certification Award to Candidate

Criteria for Initial Certification:
1. Application Submission: For Initial Certification, applicant has to download the Application form available on Web site of
SB Assessors. The applicants can also apply offline, directly to SBAS. After completion of application form, it will be
submitted to SBAS through e-mail or it can be uploaded on the Web site also. Provision for the On-line Application form
submission is provided on the SBAS Website.
2. Review of Application Form: Application reviewer will review the Application form for its adequacy. If there is any
discrepancy in the Application form, then he will contact the Applicant to review & revise the application form. If Application
form is as per the requirements of ISO 17014:2012 then application reviewer will approve it. After the approval of the
application form, candidate will sign the agreement with SBAS related to ISO 17014:2012 requirements.
3. Setting of examination paper: Different sets of Question Papers will be prepared by the Operations Team with proper
involvement of Subject Matter Experts in concerned field. Out of those Question papers, the Operation team sets questions
for the applicant. Examination mode would be defined hard copy only.
Examination would be for 100 marks. 50 Marks would be allotted for theory and 50 Marks would be for
practical/demonstration.
4. Batch making for Examination: SBAS will make batches of 5 candidates to conduct the examination. Maximum candidates
would be 30 per batch.
5. Conducting of Assessment: Assessment would be conducted by SBAS as per the requirements. Approved examiner by
SBAS will conduct the examination. During the Examination, Examiner will follow Impartiality, Confidentiality, Security and
Conflict of Interest as per the MOU signed with SBAS as per the requirements of ISO 17024:2012 requirements. Examiner
would submit the Assessment Result to SBAS within 5 working days after the assessment.
6. Marking of Examination Papers: Examiner will mark the examination papers within 3 days after the day of examination.
7. Passing Criteria: Out of 50-theory marks question paper, 30 Marks i.e. 60 per cent is passing criteria. For
Practical/Demonstration also 30 marks i.e. 60 per cent is passing criteria. Overall, to qualify in examination, minimum 60
per cent score in both the sections is mandatory.
8. Failing Criteria: Score less than 30 marks (<60 per cent) is considered as fail in examination. The candidate passed in
one section but failed in other section, would be considered fail in overall examination.
9. Final Decision: After marking of Examiner, final marking Summary would be submitted to the Managing Director. Managing
Director will review the summary sheet and if required, can ask for verification of any examination paper.
1O. Award of Certificate: Certificate will be issued to the Qualified Candidates within 15 days after the final decision.
Criteria for Recertification:
Criteria for the recertification is based on the changes in the scope of the Garment Merchandiser with the passage of time.
Criteria for the recertification is set as 2 years. Criteria is set based on Reviews conducted related to the certification
scheme of ISO 17024:2014. During the Review, it would be ensured by SBAS, to involve Subject Matter Experts in the
Preparation of Certification Scheme for required changes.
Surveillance is not applicable in the Certification Scheme of Garment Merchandiser as recertification is planned after two
years directly.
SBAS has developed the certification scheme for Garment Merchandiser as per Standards of ISO/IEC 17024:2012
with the help of Subject Matter Experts.
Criteria for Suspension & withdrawal of Certification:
Suspending the Certification
The major causes requiring a suspension of certification follow:
a) The candidate has persistently or seriously failed to meet the certification requirements.
b) The candidate does not allow/decline surveillance or recertification audits to be conducted at the required frequencies.
c) If the candidate is found to misuse the logo of the Certification Body or is using any kind misleading statement which might
affect the reputation of the Certification Body.
d) In case of Nonpayment of the fee as per the Contractual agreement.
Upon the Suspension, the candidate will be asked to surrender the Certificate, SBAS web site will be updated that the
candidate’s certificate is suspended (not valid). After withdrawal of the certificate if the candidate is found using the
certificate or certification information in any manner, legal action will be taken against the candidate as per the contractual
agreement.
Withdrawing the certification
Withdrawal of the certificate shall be initiated if:
a) The candidate does not meet the conditions of suspension.
b) A suspension is not considered to be an adequate action
c) The decision to withdraw a certificate shall be formally communicated to the candidate including the requirements to:
a) Terminate use of the certification mark and any reference to certification
b) Return certificate(s) and copies to SBAS.
Withdrawn certificate would be collected and destroyed as per the procedure established for Control of Records i.e. by
burning, to avoid the misuse of the certificate.
g) SBAS shall have enforceable arrangements with the certified candidates concerning conditions of withdrawal, ensuring
upon notice of withdrawal of certification that the candidate discontinues its use of all advertising matter that contains any
reference to a certified status.
h) Continued misuse of Accreditation Mark/Logo e.g. misleading publications, advertisement or contravention of the
stipulated conditions for the use of marks/logo. Upon suspension or cancellation of certificate of registration, the name of
the candidate shall be deleted from SBAS approved list of certified candidates.
i) Upon request by party, the certification body shall correctly state the status of certification of a candidate as being
suspended, withdrawal or reduced.
SBAS has ensured the effective involvement of the experts related to Garment Merchandising while designing the Certification
Scheme.
SBAS use an appropriate structure that fairly represents the interests of all parties significantly concerned, without any
interest predominating. SBAS will access documents to demonstrate the interests of all parties significantly concerned were
represented in the development of the certification scheme for persons.
SBAS shall keep the Minutes of Meeting for Review of the Certification Scheme, Review of the Competence required for
applicant, candidates for the Export/Garment Merchandiser. Review of the Assessment methods will also be done during the
review of the Certification Scheme and records for the same will be maintained by SBAS.