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:
Most companies have a visual merchandising team. Typical activities will vary according to the roles within the team, but may include:
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.