Association I About Us

The VMM European Visual Marketing / Merchandising Association is the leading organisation for holistic retail experiences.

Our aim is the dialogue between human being, retail and product in the real and the digitally connected space.

Our expertise has been trusted by retail, industry, politics, and the entire visual marketing branch for over 100 years. In the visual marketing world, we have developed into THE global association for retail design.

Our motivation is the constant development of the branch and its wide range of careers, from the “Schaufensterdekorateure Deutschlands” (Window Decorators Germany), and the BDS “Bund Deutscher Schauwerbegestalter” (Association of German Visual Merchandisers) to the present VMM European Visual Marketing/ Merchandising Association.

The VMM is at all times led by the future orientated interests of its members. From the onset the VMM was shaped by changing times. Over the course of one century the profession of the artistic window dresser has developed into that of visual merchandiser/ visual marketing designer. Today visual marketing experts support companies and brands in transforming their displays into brand experiences.

– VMM – active Europe-wide since 2007

– VMM represents the profession of visual marketing designers and merchandisers

– VMM is partner and service provider for visual marketing designers and merchandisers

– VMM is international partner of the industry, authorities, retail, associations, and schools

The design of space, physical and digital, as well as sustainability and environmental consciousness are the defining topics of our society. We offer ecological and sustainable solutions without compromising on aesthetics and design. Sustainability and environmental consciousness will define our future.

Advantage Through NETWORKING

Connecting interest groups and organisations.
Networking with industry and retail organisations.
Representation of interests and demands International expert conferences incl. the AWARD for best visual marketing.

The constant change and transformation of the industry through digitalisation calls on everyone in the branch to rethink. The VMM acts as link and support for the retail industry and all clients.

CAREER ADVICE INCLUDED

    Close contact with vocational schools and universities is of particular importance. The European Association acts as advisor and offers support regarding the scope of the profession, for training companies, regarding career options or the road to self-employment. All current curriculums for the profession of visual marketing designers and merchandisers can be obtained through the website of the association www.VMM.eu.

APPRENTICESHIP AS VISUAL MARKETING DESIGNER

In 2004 the professional training course of “Gestalter*in für visuelles Marketing“ (visual marketing designer) has replaced the former so-called “Schauwerbegestalter”. The renaming of this creative and artistic profession follows the changing demands on visual marketing and visual merchandising. New elements of the course are the training of job-related IT applications like graphics, layout and image editing programs as well as commercial skills for the planning and calculation of visual marketing services. The course runs for three years and is held at the two learning locations – company and vocational school. The VMM is currently reworking the job profile.

UNIVERSITY COURSE BA IN RETAIL DESIGN

The VMM has promoted the launch of the retail design university course in 2013 and continuously supported the students, many of them from a visual merchandising background. The profile: The BA university course retail design is related to the BA university course communication design regarding content, methodology and concept, but concentrates on the design demand of a particular industry (retail and gastronomy). 

We understand the retail designer as communication designer with additional deep knowledge and broad practical experience in the retail industry and in retail design. The fundamental change and transformation of this industry through the digital revolution creates new design opportunities. Like no other sector, retail is deeply rooted in the everyday reality of all people and influences life as a whole. Especially in small and mid-sized cities brick-and-mortar retail is under threat from online retail, a buoyant public life is severely compromised.

Not so much the density, but foremost the design quality of physical retail has a huge influence on the perceived attractivity and quality of public space in the cities. In this sense retail design meets a triple design challenge: (1) to increase the quality of design in retail and gastronomy in the interest of customers and retailers in general; (2) to find the right and appropriate synthesis between digital and physical business models; (3) to develop a society-friendly design attitude that facilitates a harmonious interplay of retail, gastronomy, and public space in city centres that is attractive for its inhabitants. Retail design reflects economic interests of retail, sociocultural expectations and needs of citizens in their capacity of consumer as well as social and ecological demands of the city society as a whole.

For more information see: Studiengänge der HS Düsseldorf!