This unit requires the team member to apply knowledge of current design trends, the elements and principles of design, target customers and merchandise to be displayed, and to produce drawings and models of merchandisers in response to client briefs. Frontline visual merchandisers are responsible for this role.

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ELEMENT

PERFORMANCE CRITERIA

1

Determine functional requirements.

1.1

Establish client requirements and functional needs through questioning, active listening and discussion.

1.2

Examine existing corporate image and customer profile to establish design target.

1.3

Research desirable look, size, materials and functions of available materials for a range of merchandise categories.

2

Develop new design concepts.

2.1

Apply principles and elements of design to create chosen image.

2.2

Evaluate chosen image in terms of customer perception for targeted customers.

2.3

Develop designs for a range of merchandising categories and applications.

3

Produce drawings and models.

3.1

Present illustrations and models of designs are presented for client feedback.

3.2

Modify designs as an outcome of client feedback.

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

creative skills

design application

illustrative and model making skills.

The following knowledge must be assessed as part of this unit:

the elements and principles of design

current design trends

contemporary design issues

copyright and intellectual property issues and legislation and their impact on design practice

the psychological and marketable characteristics of colour in visual merchandising.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

sample analysis of a client brief and subsequent identification of suitable materials

examples of personally designed merchandisers

colour schemes to suit specific visual merchandising promotional themes

answers to questions on retail image design.

Context of and specific resources for assessment

Assessment must ensure access to:

a real or simulated work environment

relevant documentation, such as real or simulated client briefs

the availability of a studio environment and equipment

relevant computer hardware and software

materials

information on:

client requirements

store image

store visual merchandising standards

target customers

merchandise categories

retail design trends.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

observation of performance in the workplace

a simulated retail merchandiser design project

third-party reports from a supervisor

a folio of personally developed designs

client feedback

answers to questions about specific skills and knowledge

review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Clients may be:

internal managers and staff

external to the organisation.

Merchandise categories may include:

fashion

fashion accessories

cosmetics

personal products

confectionery

food and drinks

homewares

books.

Principles and elements of design may include:

elements:

line

shape

direction

size

texture

colour

principles

balance

gradation

repetition

contrast

harmony

dominance

unity.

Illustrations may include:

manually produced illustrations

computer generated illustrations.

Models of designs may include:

freestanding

fixed

bench style.

Sector

Retail

Merchandising

The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.