“Story value” is the added value of the 21st century. When customers go shopping they want to have experiences - but those exist only on the theatre stages. Customers look for the sense – which only could be created by telling a story.
Prof. Dr. Norbert Bolz
Since 1900 the European Association for visual Marketing and Merchandising, short VMM, takes care of the relevance of the optical presentation of products and services. The VMM developed from the German Association of the window dressers and the interest group of employees, trainees and self-employed in the visual marketing an merchandising industry.
The Association understands its main function in bundling and defining future-oriented interests of the members to a profitable package. Promotional window design and shops mark the roots and the history. In the era of internet trading the Association appears more as a warrantor for target- oriented visual communication.
During the last century the job profile of the window dresser changed first into a stylistically confident display designer who also takes care and develops the visual appearance of the company. Today the visual merchandiser are in charge of:
Computers replace more and more traditional techniques because the experience during shopping which appeals all senses is now a necessary strategy which visual merchandisers need to implement with all their skills in the marketing strategy, which includes as well social media.
Visual merchandisers are specialists for the development and realisation of success-oriented design concepts.
Members of the association might use the close network of different organisations and interest groups, just to name some of them: industrial companies, stationary retail companies, specialist journals and the Karl-Ernst-Osthaus –Museum in Hagen. Services of the VMM are among others complimentary legal advice and receivables management. International specialist conferences show interesting branch-relevant topics or future trends in the market, show renowned representatives of the industrial sector and exemplary visual merchandising. The highlight during this event is the award ceremony for “best visual marketing” of the previous year, which honours persons or companies who focus on the values of the professional profile.
The intense contact to schools and universities have a special significance to the association. VMM gives assistance for the whole range of services of the job profile, for training enterprises, for career possibilities and the way into self-employment. All actual curriculums of visual merchandising schools might be obtained via Email.
Since 2004 the skilled occupation is called “visual merchandiser”. Due to new requirements of the job the renaming was necessary. New contents of the training is the use of IT applications, graphical, layout and image-editing programs as well as business topics for the planning process and calculation of visual merchandising services. The occupational training duration is 3 years splitted in practical phases in the company and theoretical phases in the school.
RETAIL DESIGN (B.A.) OR COMMUNICATION DESIGN (B.A. and M.A.)
All actual curriculums might be obtained via Email.
The VMM supports his partners with its interbranch expertise and as a creative partner. Especially in the educational field, the association helps as qualified career counsellor and gives professional advice in business activities of the profession, training companies or on the long-desired self-employment.
Annual membership fees:
Apprentice (without STYLEGUIDE-ABO) free
Apprentice (STYLEGUIDE-ABO included) 80,- €
Teacher 80,- €
Pensioner 80,- €
Employee 100,- €
Executive employee 150,- €
School 130,- €
Self-employed 220,- €
Become a sponsoring member for only € 2.100 per year.
The contribution includes:
- International network
- Direct linkage of your homepage on the homepage of VMM
- All of our members will get your company portfolio
- You may offer your services to our members
- We will mention your company as a reference and recommend you to our members
- Complimentary subscription of the professional journal StyleGuide (run: 9.000 pieces/month)
- Complementary testimonial in the professional journal Style Guide
- Up to 50% discount on tickets for trade fairs, congresses and special events for you and your employees
- Legal advice