Visual merchandiser:
Visual
merchandiser assemble marketing principles, get combine the knowledge
about retail merchandising, and creativity to use the space and layout
of the store to represent the store’s catalog in a right way. They are
need to professional training to do the following task successfully.
Some roles of a field visual merchandiser are:
Head office Creative/visual merchandiser starts their career as a creative assistant, moving to creative manager, and then moving to head of creative or visual merchandiser. Some store retailers do not have a head office display team, that’s why, marketing team maintain this responsibilities. But they are not enough creative as a display team. So, brand marketing manager try to recruit more creative candidate for this post.
Some roles of head office display team are:
Visual
merchandiser is a person who applies his or her design skills that
helps to promote the image, create eye-catching product displays and
store layouts, and design to attract customers and encourage them to
buy.
Visual
merchandisers connected with current and future trends, and follow up
business competitor’s activities, and also training the sales staff to
get merchandising skills.
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| Fig: Visual merchandisers do their work |
- In-store displays
- Interactive displays
- Mannequin styling
- Point-of-sale displays
- Posters
- Price tickets
- Promotional / seasonal displays
- Shelving
- Window installations
Types of visual merchandiser and their roles:
A
visual merchandiser is a key person in the fashion industry who
determines how a product is displayed to the public. Today in the
fashion industry, there are three main types of visual merchandising
roles are included. Every role is slightly different from other. Here
the types are: - In-store visual merchandiser
- Field visual merchandiser and
- Head office display team.
1. In-store visual merchandiser:
In-store visual merchandisers are needed to have a real fair for layout and composition, consciousness about the retailers brand image, products and display techniques are combined with knowledge.
In-store visual merchandiser play some essential roles, these are following below:
In-store visual merchandisers are needed to have a real fair for layout and composition, consciousness about the retailers brand image, products and display techniques are combined with knowledge.
In-store visual merchandiser play some essential roles, these are following below:
- They maintain all the in store visual displays
- By analyzing the reports they maximizing commerciality
- They will always do change monthly floor makeovers
- Always maintaining product standards
- Using space planning information
2. Field visual merchandiser:
Field
visual merchandisers are to help and give guidance the retail stores of
the fashion brands on all perspectives of visual merchandising like set
guidelines, ensuring consistency and visual excellence across the
brand. To move forward the fashion brand, the field visual merchandiser
always inform to the district visual merchandising manager and area
manager to discuss any identified chance, issues/ needs, put forward
advice and agree actions. Some roles of a field visual merchandiser are:
- In retail store design area, they will drive and develop visual merchandising standards.
- For the retail store, they highlight commercial visual merchandising opportunities.
- Always maintain the fashion retailer’s brand strategy.
- Some visual merchandising experience must be needed.
Head office Creative/visual merchandiser starts their career as a creative assistant, moving to creative manager, and then moving to head of creative or visual merchandiser. Some store retailers do not have a head office display team, that’s why, marketing team maintain this responsibilities. But they are not enough creative as a display team. So, brand marketing manager try to recruit more creative candidate for this post.
Some roles of head office display team are:
- Actually they are support and communicate between the buying and merchandising teams
- Update knowledge about fashion trends, latest key trends, styles.
- They should be able to put visual display packs together.
- They will reserve latest visual display packs and old packs are leave from the store.
- Get more knowledge about creativity.
Liaison between visual merchandisers and other roles:
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| Fig: Visual merchandiser roles |
