Visual merchandising

The productivity of a store greatly depends on the way its merchandise is presented. It is a visual merchandiser’s job to create striking store displays that draw customers in and maximise sales. They must consider factors such as space, lighting and store guidelines to produce effective window and floor displays.

Some visual merchandisers are responsible for creating the designs themselves, either by hand or using computer software, while others implement plans created by designers at head office. Implementing the designs often entails manual work such as lifting heavy equipment, dressing mannequins or revamping store layouts.

Your time will typically be split between creating designs and physically implementing them. This could involve travelling between stores, working from head office or taking responsibility for one particular store. During big seasonal changes and sale promotions you will be expected to work long, often unsociable, hours. If you work for a company with branches abroad you might have the chance to travel internationally.

Starting out in visual merchandising

To be considered for a visual merchandiser position you will need a qualification or substantial experience in retail, design or merchandising. There are also specific display courses available, from NVQs and apprenticeships to foundation degrees and diplomas, and some large retail companies have in-house structured training programmes. 

As a new starter, a typical day will involve checking displays on the shop floor and training staff to maintain them. Displays have to be updated several times a year, according to sales promotions and seasonal changes. You will also be expected to research competitors and feed back to higher management and buying teams. 

After a few years’ experience you might be promoted to regional visual merchandising manager, overseeing the presentation of stores in your region and creating plans for others to follow. This could involve constructing a prototype shop floor and taking photographs to help assistant visual merchandisers recreate it.

It is also possible to become a freelance visual merchandiser, building relationships with a range of retail companies who will commission you to design displays externally.

Skills for graduate visual merchandisers in retail

Creative flair is essential but you’ll also need commercial awareness and the confidence to make decisions that will drive profits. Retail is a constantly changing environment so flexibility and an awareness of current trends are vital. Communication skills and lots of energy are also required to inspire staff and liaise with higher management.