Visual Merchandising Excellence

Visual Merchandising Excellence

The Retail Academy of Singapore in collaboration with VMA Pte Ltd has the capabilities to Customise or Contextualise Visual Merchandising Training based on your unique training needs.



In the experience economy, a customer-centric approach is required to deliver a brand experience beyond just basic visual merchandising. Experiential design is important to provide the experiential retailing to engage customers.

Visual Merchandising Excellence aims to strengthen the participants, who have attended the Visual Merchandising, on their basic skills and knowledge and taking them to a management level of understanding of the inner workings of visual merchandising and how to apply that knowledge to create an experience for customers at the retail stores.

Course Fee*: S$980
Duration: 2 days
Dates: 11 & 12 March 2014, 24 & 25 July 2014, 22 & 23 September 2014, 27 & 28 November 2014
Time: 9:00am - 6:00pm
Enrolment: Contact the Retail Academy of Singapore at 6838 7001

* Subject to GST
**SRA Members are eligible for discount


For more information about the above publically-run courses, customised or in-house training, please contact us T: (65) 6391 1061; F: (65) 6292 0482 | Email:

About the Facilitator

Jose Maria Bustos is one of this years (2008) winners of the Institute of Store Planners/VMSD 1st Place Award for 'Specialty Department Store Design'. He also has an MFA (San Francisco Art Institute) and BFA (SFAI) as well as being a Rockefeller Fellow (museum studies and education). Jose Maria has worked within the Visual Merchandising Industry for over thirty years having worked for companies like I. Magnin & Co., Saks Fifth Avenue, Marshall Field's & Co., Dayton's & Hudson's department stores (Director for 150 department stores)  and C.K. Tangs. He has written articles for Retail Asia Publishing and for Retail Biz, published by the Times of India and recently several articles for InSpire Retail, Capitalands in house magazine. He is presently Creative Director of VMA Pte Ltd, a Visual Merchandising consultancy and design firm based in Singapore. 

"Without a doubt Jose Maria Bustos is today the leading exponent of Visual merchandising practicing in Asia. His unique and extensive background in department and specialty stores in the USA combined with many years of practical experience in Asia and the Pacific Rim make him what he is today."

Professor Martin M. Pegler


After completion, participants will be able to:

  • have greater team leadership skills to manage the visual merchandising function
  • have a greater understanding of how to interact with other divisions within their company
  • A better understanding of 'Customer Experience'


Course Content
  • Styling; and how to style a mannequin
  • The importance of planning a display calendar
  • How to track the sales of a display
  • VM tool kit essential items
  • Quality management
  • Arriving at the right image mix for a retail store
  • The six important retail elements that affect its image mix
  • The meaning and significance of AIDCS - 'All I Do Can Sell'
  • The importance of analysing a display on the basis of Attention, Interest, Desire and Convincing the customer
  • The window display design process
  • Types of window Display
  • The experience economy
  • The brand experience, today and its customer -centric nature
  • Experience design -Beyond visual merchandising
  • The changing face of the consumer Generation C
  • Augmented and mixed reality magic
  • The new retail scenario - Experiential retail


Who Should Attend?

This course is designed for participants who have attended the Visual Merchandising course and want to further his or her knowledge and skills in visual merchandising. Department managers, operations managers, buyers, store planners, marketing executives, retail executives, display executives and practitioners of softlines and hardlines businesses in large-scale multinationals companies or regional SMC’s wanting to professionalise their VM capabilities.


This is a two-day subject intensive course with emphasis on training for leadership skills within visual merchandising function and managing inter-department operational issues. It is conducted through the use of role-play, discussions, activities and interaction with visual merchandising professionals working in Singapore. 

The course includes an assessment that is work-based.  Participants are given 3 weeks to complete the assignments.  The assessment is compulsory.