Visual Merchandising and Window Dressing 44

A visual merchandiser creates window and interior displays in shops and department stores thus is essentially responsible for the ‘look’ of the retail outlet. The chief aim of a visual merchandiser is to maximize sales by communicating with the target audience and creating a positive atmosphere. The visual merchandiser communicates directly with the target audience through their designs and creates a positive impression which in turn impacts on the sales revenue of the business. Whilst not possible to precisely measure the impact of the visual merchandiser’s displays it is accepted that they are an increasingly important element of the marketing and sales mix of a successful retail business.

The visual merchandiser works in retail outlets, which are part of a group with central support functions and in small independent shops where there is greater personal autonomy and responsibility. The activities a visual merchandiser undertakes are based on interpreting and researching a brief, creating a design, and implementation - working with the products and their props.

Work organization and self-management, communication and interpersonal skills, problem solving, innovation and creativity: the ability to develop original ‘eye-catching’ concepts with the WOW factor which positively engage the target market and attention to detail/perfection are the universal attributes of the outstanding visual merchandiser.

The visual merchandiser may work in teams or alone, depending on the size of the business. In medium to large businesses they work very closely with marketing and sales teams. Whatever the structure of the work, the trained and experienced visual merchandiser takes on a high level of personal responsibility and autonomy. From understanding the goals and targets of marketing and sales departments, interpreting the Brief correctly and understanding the behaviour of target markets to creating a display with the WOW factor every stage in the visual merchandising process matters and displays have a close relationship with sales revenues.

With the globalization of visual imagery and the international mobility of people, the visual merchandiser faces rapidly expanding opportunities and challenges. For the talented visual merchandiser there are many commercial and international opportunities; however these carry with them the need to understand and work with diverse cultures, trends and fashions. The diversity of skills associated with visual merchandising is therefore likely to expand.

Required skills

Creativity, accuracy and efficiency, knowledge of store goods, target audience, brands, trends, tools, mannequins, materials and equipment, knowledge of 2D and 3D design, knowledge of IT programs, professionalism, problemsolving, communications, time management, health and safety.

The individual needs to be able to:

conduct research based on lifestyle concepts, trends and store attributes
identify and effectively use research tools, e.g. internet
research brief, theme and product/brand to design a unique display
research and develop display ideas to meet client/organizational goals/target market needs and aspirations
evaluate current trends in display design, equipment and materials
develop an original concept which clearly meets the client/organizational goals/target market needs and aspirations
create and professionally present a clean, professional mood board to colleagues, managers and related departments/professionals to include: sketches, images and colour fabric charts

The individual needs to know and understand:

full range of applications of IT programs, e.g. Photoshop and Illustrator
technological developments and how to exploit them
rendering
principles of window display to include: use and effectiveness of colour shapes and text, utilization and most efficient use of space, balance, grouping and product dynamics, focus and specific use of lighting
the objectives of window display: to achieve brand compatibility, effective display of products, impact, drama, commerciality and aesthetics
materials and their purposes/characteristics, e.g wood, MDF, PVC, glue and paints

The individual needs to be able to

select and display merchandise according to its characteristics and translation of the original concept and the Brief
present a range of products to include: fashion, accessories, tableware and books
collect, present and support the merchandise to communicate effectively with the target market(s)
handle all merchandise, mannequins and materials with care including furniture, plinths and support structures
accurately and efficiently plan a task breakdown for installation including timings
select, tint and paint pure and clean surfaces to decorate walls, fixtures and panels
use different types of materials and tools to precisely measure, cut and finish display
cover floors and walls with materials as appropriate
professionally construct self-designed props, to enhance the theme, support the merchandise and communicate effectively with the target market(s)
collect and style products, dress and style mannequins for maximum effect to enhance the theme, support the merchandise and communicate effectively with the target market(s)
select and place all props, materials and mannequins in an effective composition in the window to enhance the theme, support the branding of the merchandise and communicate effectively with the target market(s)
maximize the space and layout of the area to best advantage
make creative use of lighting, allocate spotlights and adjust lighting as required to ensure merchandise is highlighted appropriately
review display to ensure it is aesthetically pleasing and has the WOW factor
evaluate the effectiveness of the window display in supporting the intended merchandise and brand
check final standard of installation and ensure it is complete, safe, neat, clean, tidy professional and finished on time
analyse feedback and respond appropriately making suggestions for improvements

Career info

A professional in the field of visual merchandizing and window dressing creates window and interior displays in shops and department stores, aiming to maximize sales by communicating with the target audience and creating a “WOW” reaction. Today it is accepted that the skills of the visual merchandizer play an increasingly important element in the marketing and sales mix of a successful retail business.

A visual merchandizer undertakes activities that are grounded in researching and interpreting a project brief; knowing market trends and target audience; and working with products and props to create an eye-catching display.

With the dynamic globalization of visual imagery, there are many commercial and international opportunities for the skilled professional in this field. They need to understand, embrace, and want to work with diverse cultures, trends, and fashions.

At the Competition

The Competitor is judged on:

Research brief, theme, target audience and product given to design a unique window display producing drawings
Select and allocate supplied materials to design
Plan and organize window installation to include time management
Present, motivate and explain ideas and design to the jury
Install window display
Complete installation as a real world example