Visual Merchandising

Image Credit: Excelsior Rocket x Joann Tan Studio (2015)

Image Credit: La Double J The Sorceress' Cloak & The Witch's Pantry x Joann Tan Studio (2021)

Image Credit: Khrisjoy Frozen Rainbow x Joann Tan Studio (2020)

Although I am planning to progress into the photography and/or publications sphere post-graduation I have decided to research into other career paths which I believe I may enjoy. After a lecture on visual merchandising, I was immediately drawn to the role due to the elements of creative expression in which the job entails. However, as the lecture progressed I realised that the role is not just creative but also involves matters such as logistics and psychology. So, what is a visual merchandiser and what are the different roles within the specialism? Read on to find out more!

Image Credit: Hermès Miniature Worlds Afloat x Joann Tan Studio (2022)

Image Credit: Hermès Summer Shadows x Joann Tan Studio (2017)

According to Prospects.ac.uk (Unknown I, Unknown) visual merchandisers promote retail brands through creative and visually appealing shop displays. Considering the positioning and flow of products alongside consumer experience. The visual merchandising industry has a range of different roles following a hierarchy which are as follows:

-  Window dresser: Window dressers dress the mannequins in the store window display. In order to obtain this role, it is important to have a deep knowledge of styling and current trends. It is also important that you are appealing to your target audience via the way in which you dress these mannequins. Often, window displays are the first pieces of visual merchandising which a potential customer comes across and therefore it is imperative that individuals are drawn to the clothing/ styling displayed.

-  Visual merchandiser

-  Display Assistant

-  Merchandise analyst: In order to become a merchandise analysist it is important that you have an understanding of business, marketing and psychology. As part of this role individuals are tasked with placing items in a store in relation to how they are selling. It is common for bestselling, designer and discounted items to be displayed at the front of the store in order to command an individual’s attention. Point of purchase’s (tills) tend to be distanced away from these prominent products causing an individual to walk past the lesser desirable items in order to pay for their product. This is an incredibly clever piece of visual merchandising as it allows people to see (and subsequently consider) a wider range of products. Often stores will also have smaller products (such as accessories and cosmetics etc) placed near the tills in order for people to impulse buy the products displayed. Being placed near the till causes a sense of urgency which often means that the individual’s buying these products are not necessarily considering how often they will use the product and whether they actually need it!

-  Store Planner: The store planner works alongside the merchandise analyst in order to plan where products are going to be placed.

-  Retail Strategist: A retail strategist is a prominent well-respected role which analyses what is selling versus what isn’t alongside delving into where these products are selling.

-  Visual merchandising

-  Compliance manager: A compliance manager tends to work over a number of different stores whilst working alongside brands head offices in order to ensure that retailers are adhering to the visual merchandising brief.

The skills necessary to be a virtual merchandiser:

In order to become a virtual merchandiser, there are a variety of skills which one must obtain. It is imperative that individuals have a deep understanding of brand awareness. Brand awareness is an important skill and one in which I obtain. This is evidenced through my breadth and depth of knowledge of the Levi’s brand courtesy of my marketing report. Although awareness of a brand varies between retailer to retailer, I have evidenced that I can educate myself on a brands ethos, threats, bestsellers and current affairs. As a fashion communications student I also am a creative thinker with a keen eye for detail yet again appealing to the skills required as a visual merchandiser. In addition, I am also proficient in Microsoft office and other visual design software’s such as the Adobe programmes.

Image Credit: NK Theatre x Joann Tan Studio (2016)

Image Credit: Emilio Pucci Amber x Joann Tan Studio (2012)

However, there are skills required within a visual merchandiser which I can continue to refine whilst at university. These skills are as follows: analytical skills, implementing visual strategy, visual/ spatial awareness alongside manual dexterity. As I continue to refine my skills throughout the remainder of my university journey I hope to improve my analytical skills by forcing myself to problem solve and think critically moving away from the ‘safe’ and ‘easy’ solutions and instead looking at ways in which I can be more innovative. Although I have had some level of experience in visual strategy (such as my mock-ups for my Levi’s asset) I hope to continue to build upon this skill which will subsequently allow me to implement visual strategy within a range of categories. In addition to what has been mentioned It is also imperative of those within the visual merchandising sector to have a USP (a unique selling point) this is something which I yet again hope to refine at university in order to create a clear and concise portfolio which authentically expresses both myself and my practise.  

Luxury vs The High Street:

Working as a visual merchandiser within the luxury fashion sphere often allows for more creativity and freedom of expression. Luxury fashion brands may even employ architects and include celebrity endorsements in order to generate an unusual and breath-taking display. An example of this can be seen within Stella McCartney’s visual merchandising which tends to be incredibly large scale and innovative with the inclusion of architects working with natural, tactile objects.

Image Credit: Stella McCartney (2023)

A specific example of luxury visual merchandising which I enjoy is the 2023 spring Valextra ‘Sakura’ display by The Joann Stan studio. This display was comprised of a seasonal pastel colour pallet much like the Sakura (cherry blossom) in which the display was named after. The display also showcased playful iconography of large 3D sweets/ lollipops in which Valextra’s products (of a similar colour) were placed on or around. This standalone display in an otherwise mundane store ensures that potential customers will gravitate towards the display/ products and highlights Valextra as a fun, quirky and expressive brand. The colour pallet of the display alongside the motifs used also leans into the Japanese notion of Kawaii (cute) and therefore explicitly appeals to those interested in kawaii subcultures such as lolita, decora and fairy kei.  

Image Credit: Valextra Sakura x Joann Tan Studio (2023)

In comparison, high street brands don’t tend to have large budgets and therefore have to work on a smaller scale in order to effectively merchandise their products throughout all of their stores. This means that creativity is often supplemented for efficiency. As a highly creative individual this style of visual merchandising does not have the same appeal as the creativity promised within luxury fashion’s merchandising!

Alongside the varying constraints of both luxury and high street visual merchandising employers within these categories often set different requirements when it comes to employability. In a junior field visual merchandising role for Dior individuals are expected to work closely with the Head Office visual merchandising team alongside visiting the southern UK Dior stores in order to oversee the standards of the merchandising. These individuals are also tasked with supporting the sites and windows team on installation of any events in their area and are tasked with working alongside the store design team as well as helping to maintain and improve the usage of the app Simplifield used within Dior’s visual merchandising team. Aside from this, individuals also have to have great organisational skills, design understanding, Photoshop knowledge and an understanding of Excel and Powerpoint alongside numerical skills (Unknown II, 2024).

This contrasts to a Primark visual merchandiser role in which an individual is simply responsible for the visuals across the store and are expected to work in conjunction with the visual merchandising manager/ store manager alongside managing elements of operations and cost control. Visual merchandisers for Primark need to have good communication skills. They also need to be creative, independent and motivated with a keen interest in fashion. Primark also highlights the need for future employees to have necessary experience in ‘delivering excellent customer experience while maintaining high retail standards’ (Unknown III, 2024).

Overall, I have really enjoyed exploring this role. Although I do not plan to peruse a career in visual merchandising I am nevertheless inspired and excited by the creative elements of the role such as window dressing and the architectural/ set design elements of the role. I hope that I can implement some of this creativity within my chosen career path. For example visualising and implementing unconventional and artistic set design.  

Bibliography

Unknown I (Unknown) ‘Job Profile- Visual merchandiser’. Available at:  https://www.prospects.ac.uk/job-profiles/visual-merchandiser (Accessed: 27.02.24)

Unknown II (2024) ‘Dior- Junior Field Visual Merchandiser’. Available at: https://www.linkedin.com/jobs/view/junior-field-visual-merchandiser-at-parfums-christian-dior-3794080056/?utm_campaign=google_jobs_apply&utm_source=google_jobs_apply&utm_medium=organic&originalSubdomain=uk(Accessed: 27.02.24)

Unknown III (2024) ‘Primark- Full-time With Benefits, Visual Merchandiser (6am- 3pm shifts)’. Available at: https://uk.talent.com/view?id=3f9a65bf0f37&utm_campaign=google_jobs_apply&utm_source=google_jobs_apply&utm_medium=organic(Accessed: 27.02.24)