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.

Visual Merchandising Purpose

The Purpose of Visual Merchandising is to make the shopping experience more comfortable, convenient and customer friendly by:

• Making it easier for the shopper to locate the desired category and merchandise.

• Making it easier for the shopper to self-select.

• Making it possible for the shopper to co-ordinate & accessorize.

• Providing information on sizes, colours & prices.

• Informing about the latest fashion trends by highlighting them at strategic locations.

Visual Merchandiser Roles

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.

Visual Merchandiser Career

Training to become a visual merchandiser often involves a combination of formal education and practical experience under the watchful eye of an established designer. As with many creative efforts, a merchandiser may choose to obtain a degree in interior design as well as secure credentials related to set design. Working under the direction of an established visual designer can often help the novice learn how to manage many of the small details connected with the creation and implementation of a new visual display.

Visual Merchandisers may be employed by an agency, such as one providing services to the retail sector, but also to other clients such as events co-ordinators and to companies involved in the design and manufacturung stages of a product.

Weekend and late evening work work is likely as displays frequently need to be put up when the store is closed to minimise disruption to customers and staff. The Typical starting salary for visual merchandiser is £14,000 - £16,000 rising to £20,000 with experience. A number of colleges offer visual merchandising courses, including the University of Hertfordshire which runs a foundation degree and Hugh Baird College in Merseyside which offers a Foundation Degree in Visual Merchandising and Promotional Design.

What is Visual Merchandiser

Visual merchandisers are professionals who are experts in the process of creating and staging displays in retail stores, conventions, fashion shows and other public events. Along with physical locations, the visual merchandiser of today is often called in to envision and implement online displays for retailers and others who wish to sell some type of merchandise.

One time-honored type of visual merchandiser is the window dresser. Since the inception of the department store during the 19th century, creative people with a flair for visual display would be called upon to create displays including merchandise offered in the store. Often, the window display would be a means of advertising seasonal items as well as goods that were of long term interest to consumers. Today, smaller retail chains sometimes retain the services of a visual merchandiser who develop a concept for a window display that can be easily set in place in all the front windows of stores associated with the chain.

The retail visual merchandiser may also create displays that are placed throughout the store. This is often the case when there is a desire to call special attention to certain products, such as sale items or new merchandise that is intended for use in the upcoming season. As with the window displays, these in-house displays are updated or replaced with an entirely new display from time to time, as a means of keeping a fresh appearance.

Along with the retail visual merchandiser, the fashion merchandiser also envisions, creates, and implements a visual display to attract customers. Fashion merchandisers work with designers to marry recent creations with the perfect environment to introduce the new line to potential buyers. This can include laying out the stage, lighting, and other elements that call attention to the fashions themselves and heighten the desirability by helping the customer envision when and where the garment can be worn.

A visual merchandiser may accept assignments from many different clients, or work for a single employer. The merchandiser may head up a team, providing the creative direction, or function alone, managing all the aspects of creation and setup on his or her own.

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.