Work Activities of Visual Merchandiser

A Visual Merchandiser creates window and interior displays in shops and department stores. Their chief aim is to maximise sales. Essentially, they are responsible for the 'look' of the store.

Displays are changed regularly and themes can be dictated by a number of factors, including:

• The seasons of the year
• Notable events in the calendar (such as Valentine's Day or Christmas)
• Current fashions and trends
• Promotional material

Most companies have a visual merchandising team. Typical activities will vary according to the roles within the team, but may include:
Conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes

Sketching designs

Developing floor plans

Sourcing materials

Maximising the space and layout of the store
Using available space to the best advantage dressing mannequins and making use of creative lighting for window displays

Preparing for promotional events and dismantling displays at the end of promotional periods
Giving feedback to head office and the other teams (such as buyers)

Visiting other stores in the area, working with in-store sales staff and helping to develop their understanding of presentation

Setting up a 'model' store according to the company's latest design directives

Photographing the store's windows, each wall and every display, in order to create a visual merchandising pack to send out to other stores (to ensure that all stores are consistent with the company brand and image)

Implementing the designs and plans created by the visual merchandising manager and the creative director, which may involve manual work including lifting, carrying and climbing ladders.

What is Visual Merchandising

Merchandise presentation refers to most basic ways of presenting merchandise in an orderly, understandable, 'easy to shop' and ‘find the product' format. This easier format is especially implemented in fast fashion retailers
Visual Merchendising helps in:

Educating the customers about the product/service in an effective and creative way.

Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.

Setting the company apart in an exclusive position.

Establishing linkage between fashion, product design and marketing by keeping the product in prime focus.

Combining the creative, technical and operational aspects of a product and the business.

Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.