Visual merchandiser: Job description and activities

A visual merchandiser creates window and in-store displays in shops and department stores, taking responsibility for ‘the look’ of the store, with the aim of promoting goods in order to maximise sales.

Displays are regularly updated, and themes can be dictated by a number of factors, including the seasons of the year, annual events such as Valentine's Day, Easter and Christmas, current fashions and trends, and sales and promotions.

Many retailers employ 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;
developing floor plans and sketching designs;
sourcing materials and display elements, such as lighting, props and accessories;
maximising the space and layout of the store;
installing and dismantling displays, 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 liaising closely with merchandisers and 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' or ‘mock’ store according to the company's latest design directives, and then photographing the store's windows, walls and displays in order to create a visual merchandising pack to send out to other stores (to ensure consistency with the company brand and image);
implementing the designs and plans created by the visual merchandising manager and the creative director, which may involve work such as lifting, carrying and climbing ladders.

Visual merchandisers may also be employed by an agency providing services to the retail sector or to other clients, including events coordinators and companies involved in the design and manufacture of products. Work environments include design studios, company head offices and design departments, and retail stores.

Weekend and late evening work is likely as major display installations often take place when the store is closed to minimise disruption to customers and staff. Part-time work may be available, and freelance work is common.

The typical starting salary for a visual merchandiser is £15,000 - £18,000. With extensive experience, senior visual merchandisers in managerial roles can earn in excess of £50,000 (salary data collected Jun 09).

For more information see Retail merchandiser.

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