Visual Merchandiser

Also known as:

Display Assistant, Retail
Window Dresser
Retail Display Assistant

Introduction

Visual merchandisers or window dressers, design and create displays for the windows and departments of retail outlets.

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Work Activities

Visual merchandisers (VMs) or window dressers, design and create window and floor displays for retail outlets. Their displays are used to encourage and promote sales, and make stores attractive places in which to shop. Typical projects might include dressing the dummies in the window of a clothes shop or re-creating a fully furnished room on the floor of a furniture shop or department.

Some retail firms with three or four outlets will send one visual merchandiser to travel round all the branches to design and set out the display.

Most large retail chain stores have central design teams who plan and co-ordinate displays for all their company's shops. Having an image that customers can identify is very important. Most of their time is spent in a drawing office/studio, usually based at company headquarters.

They produce plans, drawings, instructions and photographs of displays and send them to all the relevant outlets. Visual merchandisers use these instructions to re-create the display in their own store. Regional display managers make sure that the stores in their region follow instructions carefully and put together displays that are up to standard.

Displays need careful preparation. Visual merchandisers choose an appropriate theme (often a seasonal event, such as Christmas) and measure the display area to be used. These measurements may be used to make scale drawings. They then decide on the overall colour scheme, what props they need, and how the display is to be arranged and lit. They may have to make any props that cannot be hired or borrowed.

Putting up displays can be hard work. Display areas are often cramped, confined spaces. Props and merchandise have to be lifted and moved very carefully as they may eventually be sold.

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Personal Qualities and Skills

As a visual merchandiser, you need the following skills and qualities:
• creativity and imagination
• an ability to visualise your ideas both on paper and in three-dimensional form
• willingness to change some of your ideas to suit the house style or image of your employer or client
• self-motivation, initiative, and an ability to work alone
• knowledge of typography and production techniques
• physical fitness and stamina (building a display can be hard physical work)
• an understanding of health and safety measures (working in confined spaces or with power tools can be dangerous)
• business skills (if you are working on a freelance basis).

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Pay and Opportunities

Pay rates for visual merchandisers vary.

The pay rates given below are approximate.

Visual merchandisers earn in the range of £18,000 - £20,000 a year, rising to around £23,000 - £30,000. Higher earners can make around £37,000 a year.

Earnings for self-employed, freelance visual merchandisers vary depending on the scale of the project they are working on.

Visual merchandisers usually work a basic 39-hour week. However, late finishes and weekend work may be required from time to time, especially as deadlines approach.

Employers include large retail chain stores and supermarkets; their central design teams may be based at the company HQ - often in London and the Southeast. Independent retailers are more likely to use freelance designers, who both design and assemble displays.

There are also opportunities to work in advertising, films and TV, airports, museums, galleries, hotels, theme-parks and visitor attractions.

Large companies may offer training and development opportunities.

Opportunities exist for experienced visual merchandisers to work in overseas countries.

Entry to this work is competitive.

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Adult Opportunities

It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Having a portfolio of relevant design work can be useful. However, in common with most jobs in design, entry is very competitive.

Colleges will usually consider applications from candidates who do not meet their usual entry requirements, especially those with skills gained in arts, crafts or design. You should check the admissions policy of individual colleges.

• 41% of visual merchandisers work part-time.
• 9% have flexible hours.

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