308 Visual Merchandising

Coordinator Marja-Leena Pajusaari and varavastaava Tea Humppi from Tredu.

Visual merchandising is based on the objectives and assessment criteria of the vocational qualification in business and administration, of the customer service and sales study programme. The competitors implement visually impressive displays and event marketing for various target groups.

The competition will consist of three day-long tasks to be completed either individually or together with competitors from other competitions. Each day-long task will consist of three separately assessed modules, which are:

Module 1 Performing the work task

Module 2 Work performance and result

Module 3 Self-evaluation

 

Scope of the task and time allotted

All tasks are equal in assessment. The time allotted for the tasks is 2 to 4 hours.

Competition task assessment criteria

The skill requirement is for the competitor to be familiar with the use of visual display materials and graphic materials and to consider the recycling of the materials. The competitor is able to produce customer information for the implemented displays and apply visual merchandising display techniques. The competitor must also be able to evaluate his or her own work and to work in different interactive situations. The total number of points awarded is 100. This consists of the following modules: performing the work task (30p), work performance and result (60p), and self-evaluation (10p).

 

Competition day 1, Tue 15 May 2018

Task A. Planning and implementing a commercial sales area for shop fittings

The task is to plan and implement a commercial sales area consisting of a torso and shop fittings. The task is performed with the Customer Service discipline. When building the display, the competitors should take into particular consideration that the products are going to be sold during the competition day by the Customer Service competitors. The product context and the partner’s business idea should also be observed. The competitor produces the necessary customer information for the sales area. The work performance should follow the principles of entrepreneurship, work safety, wellbeing at work, sustainable development and work process management. Key areas in the final result include commerciality, informativity, visual look, experiential value, and trends.

The competitors must know how to explain the dressing and display solutions, while observing the given criteria, and recognize the strengths and weaknesses of their work.

The partner in this task is Liljan Lankakauppa.

Competition task assessment criteria

Performing the work task (30 points)

  • Interaction skills 6p Obj.
  • Co-operation skills 5p Obj.
  • Work safety 3p Obj.
  • Work process progress and smoothness 6p Obj.
  • Work methods and equipment 5p Obj.
  • Disassembly and packing 5p Obj.

Work performance and result (60 points)

  • Observing the business idea 6p Obj.
  • Target group and theme 5p Obj.
  • Commerciality 10p Obj.
  • Experiential value 5p Obj.
  • Context products 5p Subj.
  • Product display 10p Obj.
  • Space usage 7p Obj.
  • Customer information 7p Obj.
  • Finishing & tidiness 5p Subj.

Self-evaluation (10 points)

  • Strengths of the work 2p Obj.
  • Areas for development 2p Obj.
  • Solutions arguments 5p Obj.
  • Workstation tidiness 1p Obj.

 

Competition day 2, Wed 16 May 2018

Task B. Planning and implementing an experientially rich and innovative display table in accordance with the partners’ stories

The task is to plan and implement an experientially rich and innovative display table for the partners’ products. The competitor must observe the partners’ stories and create a visual look that suits the stories.

Customer information is produced electronically in a way that suits the companies’ stories. The work performance should follow the principles of entrepreneurship, work safety, wellbeing at work, sustainable development and work process management. In addition to the visual display corresponding with the partners’ stories, key areas in the end result include commerciality, informativity, visual look, experiential richness, and trends. The competitors must know how to explain the dressing and display solutions, observing the given criteria, and recognize the strengths and weaknesses of their own work.

The partners in this task are Finlayson and Pentik.  

Competition task assessment criteria

Performing the work task (30 points)

  • Interaction skills 6p Obj.
  • Co-operation skills 5p Obj.
  • Work safety 3p Obj.
  • Work process progress and smoothness 6p Obj.
  • Work methods and equipment 5p Obj.
  • Disassembly and packing 5p Obj.

Work performance and result (60 points)

  • Observing the business idea 6p Obj.
  • Target group and theme 5p Obj.
  • Commerciality 10p Obj.
  • Experiential richness 5p Obj.
  • Context products 5p Subj.
  • Product display 10p Obj.
  • Space usage 7p Obj.
  • Customer information 7p Obj.
  • Finishing & tidiness 5p Subj.

Self-evaluation (10 points)

  • Strengths of the work 2p Obj.
  • Areas for development 2p Obj.
  • Solutions arguments 5p Obj.
  • Workstation tidiness 1p Obj.

 

Competition day 3, Thu 17 May 2018

Task C. Planning and implementing a display that inspires the target group and follows the theme, using the Decostudy software

The task is to first plan the display digitally using the Decostudy software and after that implement a display that inspires the target group and follows the theme, consisting of a mannequin and a table. When building the display, the competitors should observe the product range, appropriate visual look, target group, product context and the partners’ theme. The competitor produces the necessary customer information for the sales area. The work performance should follow the principles of entrepreneurship, work safety, wellbeing at work, sustainable development and work process management. Key areas in the final result include target group, theme, visual look, experiential richness, materials recovery, and the nature of the discipline. The competitors must know how to explain the dressing and display solutions, observing the given criteria, and recognize the strengths and weaknesses of their work.

You can explore the Decostudy with the demo version at decostudy.com

The partners of this task are Decostudy, Ilves and Tappara.

Competition task assessment criteria

Performing the work task (30 points)

  • Interaction skills 6p Obj.
  • Co-operation skills 5p Obj.
  • Work safety 3p Obj.
  • Work process progress and smoothness 6p Obj.
  • Work methods and equipment 5p Obj.
  • Disassembly and packing 5p Obj.

Work performance and result (60 points)

  • Observing the business idea 6p Obj.
  • Target group and theme 5p Obj.
  • Commerciality 10p Obj.
  • Phenomenality 5p Obj.
  • Context products 5p Subj.
  • Product display 10p Obj.
  • Space usage 7p Obj.
  • Customer information 7p Obj.
  • Finishing & tidiness 5p Subj.

Self-evaluation (10 points)

  • Strengths of the work 2p Obj.
  • Areas for development 2p Obj.
  • Solutions arguments 5p Obj.
  • Workstation tidiness 1p Obj.

 

Description of the assessment process

The evaluation of Visual Merchandising consists of the subjective and objective assessments by the judges in accordance with the assessment criteria. The competitor is assessed by at least three judges. At least one of the judges represents employers, and college representatives are also included. The main judge decided the score given on the basis of discussion.

What the competitor must bring along to the competition venue

A visual merchandiser’s tool box, including small supplies needed in decoration.

Sample task

The tasks are based on the tasks of previous years in accordance with the principles of product display implementation. Tasks from previous years can be found at the SkillsFinland venue under ”308 Visual Merchandising”.

HTTPS://WWW.DROPBOX.COM/SH/NR55CKFSP9QI6JF/AADM49KMC7JE2KALEXBTFPS5A/TAITAJA/308%20VISUAALINEN%20MYYNTITY%C3%96?DL=0

What the competition organizer provides at the competition venue

The competition organizer provides the fittings and products needed in performing the tasks at the competition venue. For producing customer information, there are laptops, printers and paper available at the venue. The competition organizer also provides the equipment needed for tidying up the products, such as irons and ironing boards.

Judges

Main Judge, Katri Martikainen, Riveria
Kirsi Salmelainen, Riveria
Nea Nyholm, Lindex
Pia Kalves, Tredu
Rättäri Heli, Fabrica
Saija Pitkänen, AJK-koulutus
Satu Uronen, Mercuria

General description

Visual merchandising is based on the objectives and assessment criteria for grade “Excellent” (K3) of the vocational qualification in business and administration, of the customer service and sales study programme. The competitor will implement a commercial, inviting and experientially rich display and/or a campaign.

The competitor uses visual merchandising tools, communications tools and software and observes the recycling of the used materials. The competitor produces customer information for the displays implemented.

The competitor applies to display technique of visual merchandising. The competitor must know how to evaluate his or her work and to co-operate in various situations.

Visual merchandising is an individual competition but some of the competition tasks may also be performed in pairs.

Skill requirements

The skill requirements of this discipline include: observing the assignment, target group and company business idea, visual skills, producing a commercial and phenomenal display, producing customer information, work safety, ergonomics and work process management.