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visual merchandiser
Visual merchandisers create window and interior displays in shops and department stores. They aim to attract customers and maximise sales by presenting goods in a striking and appealing way. Displays are changed several times a year, according to the seasons and any sales promotions.
Most retail companies have a visual merchandising team. In large retail companies, visual merchandisers usually follow design plans that have been created by a visual merchandising manager or display designer at head office.
Duties will vary according to the level of responsibility within the team, but the work can include:
- designing ideas for displays, often in consultation with managers
- drawing designs and plans by hand or computer
- deciding how to use space and lighting creatively
- creating visual merchandising packs to send to stores, so that they stay consistent with the company brand and image
- giving feedback to head office and buying teams
- setting up displays, dressing dummies, arranging screens, fabrics and promotional materials
- hiring, borrowing or making props if necessary
- coaching sales staff on how goods should be displayed
- taking down old displays.
Visual merchandisers may sometimes be known as display assistants or window dressers.
Hours and Environment
As a visual merchandiser you will usually work 37 to 40 hours a week. You may need to work during evenings and weekends to get displays ready without disrupting the store.
You could be based at head office or in store. You may travel to different branches alone or as part of a team, to set up displays and to brief sales staff about how the store should look.
When putting up displays you will spend a lot of time on your feet, lifting, carrying and climbing ladders. It can be very hot and cramped when working in shop windows.
Skills and Interests
To be a visual merchandiser or display designer you need:
- a good sense of design, colour and style
- creativity and imagination
- good IT skills, for using computer-aided design packages
- organisation and attention to detail
- the ability to work to deadlines
- good communication skills
- practical skills, such as carpentry and needlework
- the ability to well as part of a team and also alone
- stamina and fitness.
Entry
There are no set entry requirements, but most visual merchandisers have a background in design or retail. Many have a qualification in design, display or merchandising.
Relevant specialist courses include:
- degrees in Exhibition and Retail Design
- foundation degrees in Display Design or Visual Merchandising and Promotional Design.
For more information about foundation degrees see Foundation Degree Forward.
Other related subjects such as interior design, fashion marketing or visual communications can also be useful. Please check with colleges or universities for course entry requirements.
Alternatively, you could take qualifications from the British Display Society (BDS) before looking for display work. Courses include:
- Certificates in Visual Merchandising and Merchandising Handling Skills – part-time short courses
- General Certificate in Display – one year full-time
- Advanced Diplomas in Point of Sale Design or Retail Display Design – two years full-time.
See the BDS website (details in Further Information below) for more information and a list of course providers.
You may be able to get into the retail industry through an apprenticeship scheme. Funding for apprenticeships is available for 16-24 year olds and some over-25s. To find out more, visit www.apprenticeships.org.uk. For information about apprenticeships in other parts of the UK, see Scotland, Wales and Northern Ireland.
Training
You will usually develop your skills on the job. Large retail companies often have in-house structured training programmes for display staff.
If you are on a retail apprenticeship, you may able to work towards the ABC Level 3 Certificate in Visual Merchandising as part of an NVQ Level 3 in Retail.
You may also be able to study for British Display Society (BDS) qualifications whilst you are working. See the BDS website for more information.
Opportunities
As a visual merchandiser you could work for all kinds of retail company, although much of the work is in fashion and homeware retail. Many jobs are at retail company head offices, which are often based in London and the south east of England.
There may be other opportunities for display work at museums and tourist attractions, airports, seaports and hotels. You could also work as a freelance display designer, creating one-off displays for clients as needed.
Job prospects are good. Visual merchandisers with display design qualifications are in demand.
Jobs may be advertised in the local and national press, design or retail trade magazines like Design Weekly or Drapers, on retail job websites (such as www.inretail.com or www.retailcareers.co.uk) and on employers’ own websites.
With experience, you could progress to supervisor or display team leader, and to visual merchandising manager. Alternatively you could choose to move into retail merchandising, or branch out into other areas of design such as exhibition or interior design.
Annual Income
Figures are intended as a guideline only.
Junior display staff might start on around £12,000 to £15,000 a year.
Experienced visual merchandisers usually earn around £20,000 a year.
Visual merchandising managers or designers can earn £25,000 to £45,000 a year.
Further information
London
W1A 1AB
Tel: 0800 093 5001
Welling
Kent
DA16 2RS
Tel: 020 8856 2030
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The information contained in our Career Profiles Database was correct at time of publishing, but since publication certain details may have changed so please use this section as a research tool and in some cases further research may be required.
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