Visual merchandiser

Visual merchandisers design and create displays for the windows and departments of retail outlets. Their aim is to promote sales by making the products on display look attractive.

Also known as:

• Retail display assistant
• Window dresser

Work activities

Visual merchandisers 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. The work of a visual merchandiser usually starts a long time before the display is needed. Typical projects might include dressing the window of a clothes shop or re-creating a fully furnished room on the floor of a furniture shop or department. Visual merchandising is sometimes known as retail display. Most large retail chain stores have central design teams who plan and co-ordinate displays for all their company’s shops. Most of their time is spent in a drawing office/studio, usually based at company headquarters. They plan designs according to the image or “look” they want to create for customers.

In some organisations, in-store visual merchandisers may have the responsibility to design a display themselves. The merchandisers begin by choosing an appropriate theme (usually a seasonal event, such as Christmas) and then measure the display area to be used. These measurements may be used to make scale drawings. They then decide what the overall colour scheme is going to be, which props they need, and how the display is to be arranged. Visual merchandisers may also make any props that can’t be hired or borrowed.

They arrange lighting to make the displays stand out. Putting up displays can be hard work. Display areas are often cramped and confined spaces. Props and merchandise have to be lifted and moved very carefully, as they may eventually be sold. Freelance visual merchandisers may have to travel in order to visit clients and carry out their work.

Being able to read, write and speak Welsh may be an advantage when you’re looking for work in Wales.

Personal qualities and skills

As a visual merchandiser, you need:

• Creativity and imagination.
• A good eye for colour, balance and arrangement.
• Communication and teamworking skills.
• Physical fitness and stamina (building a display can be hard, physical work).
• To work to deadlines.
• An understanding of health and safety measures (working in confined spaces or with power tools can be dangerous).
• Knowledge of design-related software.
• Business skills and a driving licence are also useful if you work as a freelancer.

Pay and opportunities

Pay rates for visual merchandisers vary. The pay rates given are approximate. Visual merchandisers earn in the range of £19,000 - £30,000 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 36-38-hour week. However, late finishes and weekend work may be required from time to time, especially as deadlines approach. Part-time opportunities are also available.

Employers include large retail chain stores and supermarkets. Independent retailers are more likely to use freelance designers, who both design and put together displays. There are also opportunities to work in advertising, films and TV, airports, museums, galleries, hotels, theme parks and visitor attractions. Opportunities for visual merchandisers occur with employers in towns and cities throughout the UK, however many of the large retail chain stores and supermarket central design teams are based at company headquarters. Large companies may offer training and development opportunities.

What’s happening in this work area?

The growth of online retailing has led to some high-profile retail store closures and job losses. The internet has prompted major changes in how people shop, with a high percentage preferring to order goods for delivery rather than visit a store.

Where are vacancies advertised?

Vacancies are advertised in trade industry magazines/journals such as Drapers or Retail Week, on all the major job boards and on the Government’s Find a Job service, as well as the Find an Apprenticeship website.

Entry routes and training

One way to enter this work is by doing a relevant course, such as a British Display Society (BDS) qualification. Another way to enter this career is by taking a relevant design course, such as interior design or fashion. Skills gained in another area of retail, either in-store or at head office, may be useful.

Relevant apprenticeship programmes include:

• Buying and merchandising assistant (level 4/higher)
• Assistant buyer and assistant merchandiser (level 6/higher)

Some people enter this career after a visual merchandising foundation degree. A few colleges and universities offer degrees in visual merchandising or fashion merchandising, including at foundation level. Some courses have been developed in partnership with industry.

Training will mainly be on-the-job. Large retail organisations usually offer in-house training programmes for their display staff.

With training and experience, it may be possible to move into managerial positions.

Qualifications

You will usually need to demonstrate strong artistic flair, numeracy and literacy to begin a British Display Society qualification. A portfolio of work is also required.

If you wish to enter this career through an apprenticeship, you will need to be 16 and have GCSEs (including English and maths) – although if you don’t have these qualifications, there may be an opportunity to take them alongside your apprenticeship.

For entry to a degree course, always check a specialist source for up to date information about courses and entry requirements. An A-level in art would be useful, along with some GCSE passes at grades 9-4. You’ll also need a portfolio of work. Acceptable alternatives to A-levels include:

• A BTEC National Diploma in Fine Art, or related course.
• The International Baccalaureate (IB) diploma.
• A relevant apprenticeship.

Adult opportunities

Age limits: 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 is useful. However, in common with most jobs in design, entry is very competitive.

Colleges will usually consider applications from candidates who don’t meet their usual entry requirements, especially those with skills gained in arts, crafts or design. You should check the admissions policy of individual colleges. The British Display Society (BDS) offers relevant short courses.

Related careers

• In-store demonstrators
• Interior/exhibition designer
• Sales executive
• Store manager