When you think of a career in fashion, you most often think of the fashion designer. Although designing clothes that are functional and aesthetically pleasing is integral to the world of fashion, clothing must find a way to connect with the customer. Visual merchandising is the connector.
A visual merchandiser is responsible for overseeing and coordinating the display exhibits and decor in a particular retail store. First, the visual merchandiser must decide on a theme for the store then use design techniques to bring the concept to life. Branding and corporate messaging must be considered as he or she executes the strategy while relying on their background in fashion marketing.
Examples of visual merchandising include window installations, wall displays, and mannequins. A visual merchandiser must consider many factors like the layout of the store, the floorplan, and the desired image to project while he or she employs in-store marketing techniques that will result in sale. One of the most important aspects of visual merchandising is the window display. The success of this display will determine if a customer will enter the store. Once a customer enters the store, a merchandiser’s skills are further tested by how well interactive displays are set up and where seasonal décor is placed, all while remembering traffic flow patterns.
Visual merchandising requires creativity, innovation and an eye for design along with a keen mind for business strategy. In addition, a visual merchandiser must stay abreast of customer preferences and, of course, fashion trends. Without the visual merchandiser, the work of a designer may go unnoticed and retailing will be left to virtual devices.
A visual merchandiser may develop and manage:
- Window installations
- Shelving layouts
- Interactive displays
- In-store displays
- Point-of-sale displays
- Mannequin styling
- Graphic design and placement
- Seasonal decorations
Source: LIM College
