Visual Merchandiser
Alternate Titles: Merchandise Display Artist, Visual Display Designer
Job Description: Visual Merchandisers are responsible for conceptualizing, designing, and implementing window and in-store displays for both online and brick and mortar retail stores. Visual Merchandisers must combine their creativity and artistic flair with technical know-how to set up displays that maximize the space of the store while effectively catching the eye and appealing to the senses of their target customers. Their mail goals are:
(1) create and maintain an image for a department or store that resonates with their target customers,
(2) increase customer traffic in the store, and
(3) guide their customers' browsing through merchandise placement and store layout to result in an eventual sale.
Visual Merchandisers may provide input or oversee the design and layout of a store or department, fashion showrooms, tradeshow displays, and any other areas where the store's apparel and accessories are displayed, promoted, or sold. In addition to drawing on their knowledge of customer tendencies when designing their displays, Visual Display Artists take into account current fashions and trends, promotions, and seasonal factors, such as holidays (e.g., Christmas and Valentine's Day). In larger department stores or retail chains, Visual Merchandisers coordinate with the head office and other design teams (including buyers and sales staff) to ensure consistency with the corporate brand or image.
Outlook: Good to Excellent. In the coming years, Visual Merchandiser jobs are projected to grow at a pace higher than the national average. Now that retailers have realized the positive impact that displays can have on their in-store customer traffic and therefore their bottom lines, skilled Visual Merchandisers have become more sought after. Experienced Visual Merchandisers who have a proven track record of creating great displays may have the option of joining or starting their own firms specializing in visual merchandising for retailers, or they may be promoted to managerial positions of greater responsibilities.
Qualifications: Education: A bachelor's degree in Visual and/or Fashion Merchandising, Graphic Design, Applied Design, or a related field is usually required. Coursework in Consumer Psychology and buying behavior is helpful.
Experience: Retail sales experience is very helpful because successful visual merchandisers must understand consumer buying behavior as well as what it takes to create effective merchandise displays. An internship with an experienced Visual Merchandiser is also helpful.
Personal Characteristics and Skills: Creativity is key with an above-average ability for artistic expression. Technical and design expertise (e.g. building stet, props, setting up proper lighting, etc) is helpful, as well as knowledge of fashion and art/design industry trends and forecasts. It is also important to have the ability to work well with others.
Career Path: Visual Merchandising Assistant > Visual Merchandiser > Visual Merchandising Coordinator > Visual Merchandising Director
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