Expert Advice – How to perfect a window display

 

‘Windows of Opportunity’

 

Visual Merchandising as a career

 

 

Retailers at Christmas need to pull out all the stops in creating eye catching festive windows and interiors to entice you in.  With so much competition for footfall and keeping the tills ringing, products and stores need to be merchandised with extra marketing for that hard earned Christmas sale.

 

Every year it becomes harder & harder to attract customers, but have you ever wondered what it is like to be involved in the magic of innovating displays?

 

 

WHAT IS VISUAL MERCHANDISING?

 

Most retailers have their own distinctive image which can often be recognised by just looking at their window displays, windows are the eyes to the soul of the shop; they are intended to attract and bring in customers into the store.

A Display Designer or Visual Merchandiser presents the products within a shop, and also promoting the shop or chain itself Visual Merchandising is SILENT SELLING.

 

 

‘What is the difference between the role of Window Display and Visual Merchandising?’

 

 

WINDOW DISPLAY OR DISPLAY DESIGNER:

 

Works at the front of the shop within a display team that includes fashion designers & graphic artists, they work together to produce eye catching windows that promote the shops image, as well as getting the customers to buy the product.  Evolvement in making all props & the sets this role is purely creativity and theatre.

 

 

 

             

A 37-40 hour week including weekends, with overtime for busy periods such as Christmas.

 

Starting Salaries:                                £10,000

Display Manager:                                £25,000 – £40,000

 

Job prospects can be limited, but freelance work can be lucrative.

 

Retailers to work for: Harrods, Selfridges, John Lewis,

 

 

 

 

 

VISUAL MERCHANDISING:

 

A VM works with the design concept, to make sure that it is integrated throughout the store layout, incorporating psychology and controlling customer flow.  Working hands on with buyers & store managers, the role often blends with a merchandising role.

 

A 37 – 40 hour week including weekends and overnight shop layouts and re-fits, based at the head office or in-store, travel is part of this role.

 

Starting salaries:                                 £16,000

VM Manager:                                       £18,000 – £25,000

Regional VM Manager:                        £25,000 – £50,000

 

Job progression is good, many opportunities to look after an area for example London/M25 which would include 20 plus stores, lots of travelling & driving required.

 

Retailers to work for: Good Brand Image:  Gap, Top Shop, Zara, Mango, Quiksilver.

 

                       

 

 

SKILLS AND PERSONAL QUALITIES:

 

• Creative flair, knowledge of fashion


• Experience of working in retail


• Computer literate: Excel/Word/CAD/3 D design


• Good communication skills


• Time management and ability to work to deadlines


• Self motivated


• Team player


• Good fitness


• Experience of budget planning at more senior levels


• Loves a challenge

 

 

QUALIFICATIONS NEEDED:

 

 

• BA (Hon) Visual Merchandising or Fashion/Marketing


• Foundation Degrees in VM


• BTEC National in Display Design or Fashion Design


• City and Guilds Display Design

 

 

HOW TO FIND A JOB:

 

 

1. You can apply direct to a retailer you admire, but remember to back up your reasons with a portfolio of trends and knowledge of what’s happening.

 

 

2. Work experience, as part of your course or as a Saturday/Christmas job.

 

 

3. Graduate placement within head office role.

 

 

4. Recruitment Agencies:

 

Success Appointments – successjobs.co.uk  

Retail Human Resources – www.rhr.uk

Fashion & Retail Personnel – www.fashionpersonnel.co.uk

 

 

 

 

 

Written by Paula Arkell Retail Consultant