Overview of the Visual Merchandiser Role
A Visual Merchandiser’s job is to create displays of products in stores and shop windows. To be proficient in this role you need a creative mind and good attention to detail to make eye-catching displays.
It is important to ensure brand consistency and follow any guidance provided by the head office. Coordinate with store staff to gather the display items you need and seek assistance where necessary.
A Visual Merchandiser must be able to understand current trends so they can display items in a way that will encourage customers to shop at that store.
It is possible to enter this role with enough knowledge of trends and using previous experience in Retail jobs.
Dress Code
The dress code for a Visual Merchandiser is typically “smart casual” with an emphasis on dressing in a way that reflects the brand image of the store.
Visual Merchandiser Responsibilities
A Visual Merchandiser is responsible for creating displays in different places inside a store, such as window displays, or internal displays like mannequins or room sets. Through collaboration with marketing teams, and using their knowledge and design skills, they must create a display that appeals to customers and encourages sales.
Visual Merchandiser Tips
You should be capable of creating themes using lighting, colour and organisational skills to make a visually striking display that appeals to customers.
It is important to research trends and the company’s ideals to create the correct display for the company. Speaking to marketing teams will also help with brand alignment and help to target the right audience, especially if there are marketing campaigns to consider.
Skills Needed for Visual Merchandising
A Visual Merchandiser needs to have a flare for creativity to create eye-catching displays. To do this effectively it is important to understand fashion trends and have good attention to detail.
Creative Design
To make an effective display the Visual Merchandiser must use their understanding of design principles to use elements like colour, shape, and texture to create appealing displays.
The idea is for the display to tell a story, or centre around a theme to draw customer’s attention. It is important to use space and lighting to maximise the effectiveness of the display and this takes creative design knowledge and some artistic understanding.
Knowledge of Trends
A good Visual Merchandiser will stay up to date with trends in fashion, retail design and interior design to stay ahead of the curve. This can include using social media to understand customer preferences that they can incorporate into designs.
Understanding trends and using this knowledge to enhance visual displays will help to increase interest in the brand and ultimately increase sales if the display is effective.
Trends change constantly, so it is the job of a Visual Merchandiser to stay on top of trend behaviour.
Attention to Detail
It is important to pay close attention to detail when creating a display. This includes proper product placement so that items are organised based on their size, price, and customer interest, and correct colour combinations so that they are consistent and not jarring.
A Visual Merchandiser will be able to make sure fixtures and items are straight and evenly spaced. Everything is done to increase customer engagement, so being able to place items optimally is essential.
Duties of a Visual Merchandiser
A Visual Merchandiser needs to design and implement their displays, to do this they must collaborate with marketing and retail teams within the company and ensure brand consistency in their work.
Designing & Implementing Displays
This will start with researching and planning the displays with a focus on theme, target audience, brand identity and trends. A good Visual Merchandiser will select products to feature in the display based on their popularity, promotional needs, and closeness to the theme.
After the design stage is finalised, they will then implement the designs in their designated stores. Sometimes it might be necessary to replace items if the stock isn’t readily available, a Visual Merchandiser must be able to think of alternatives in these situations.
Ensuring Brand Consistency
The displays must take the brand into consideration, this extends to colour schemes, logo use, and imagery to keep the display cohesive. A brand will also have a personality that the Visual Merchandiser must adhere to, whether that is minimalist, edgy, luxurious, or anything else, it is important to keep the brand in mind when creating the display.
This is where the Merchandiser’s attention to detail and creativity are most important to keep the brand consistent within the display.
Collaborating with Marketing & Retail Teams
As displays will need to align with any marketing campaigns or brand messages, it is important to collaborate with marketing teams to understand what you should be displaying to maximise sales.
It is also important to collaborate with the retail teams within the company to gain access to the correct items you need for the displays. It might also be necessary to work with them to create sets which require more than one person to make, such as furniture and room displays.
Visual Merchandiser Career Progression and Advancement
With enough experience and knowledge, a Visual Merchandiser can progress into senior or regional roles or perhaps look into brand design.
Advancing to Senior or Regional Roles
Gaining experience as a Visual Merchandiser is a good way to progress into a senior role. To succeed in this role, it is important to confidently create visually striking displays, implement seasonal merchandising concepts, and potentially train junior staff.
A Regional Visual Merchandiser is responsible for developing and executing strategies on a regional level. This includes visiting stores to assess visual presentation and identifying areas for improvement which takes experience and advanced design skills that are learned over time.
Opportunities in Brand Design
It is possible to move into Brand Design if you are more interested in creating floor plans and displays for a particular brand. It is important to understand everything about a brand to succeed in this career, such as the brand’s theme, target customers, and ideals.
This job focuses on creativity and attention to detail to create the most aesthetically pleasing designs for the brand to optimise sales.
FAQs on Becoming a Visual Merchandiser
Do I Need a Design Qualification to Be a Visual Merchandiser?
A Design Qualification isn’t essential to becoming a Visual Merchandiser, as employers will generally be more interested in your experience and portfolio, but it can be helpful.
How Much Does a Visual Merchandiser Earn?
A Visual Merchandiser’s salary can vary depending on experience, but an average salary sits at around £21,000 per year.
What Does a Visual Merchandiser Do?
A Visual Merchandiser’s role is to create eye-catching displays to encourage customers to buy the products available in a shop.
