Careers in Fashion: Visual Merchandising
Surely the term visual merchandising sounds a bit strange to you. Though you might not believe it, it is a profession and a rather interesting one at that. Visual merchandising is a relatively new term that encompasses product promotion using tools related to product layout and visual presentation.
What does an expert in visual merchandising do?
Visual merchandising is closely linked to marketing; therefore, its main function is the same: selling the product. However, the focus is on promoting the product without resorting to embellishment and deceptive advertising, selling using only the product’s presence and appearance, and most interestingly, some very specific product placement techniques. A visual merchandising professional is an expert in the organization and placement of the product (whether in a shop or a showroom), so as to make it attractive to buyers.
It seems silly, but it really is very important. Think about when you go in, for example, an H&M store: it is chaotic, it is an absolute mess, there is so much to look at it makes you dizzy. Now think of how you react upon entering a Zara store: everything is organized, everything just so, the layout is just about perfect, it is a pleasure to go in. All of this is created by visual merchandisers, who must supervise not only how to build the store, its decoration and its appearance, but who must also understand perfectly who the typical customer is, know exactly how the products convey the brand’s message and which of these products have the highest expected sales. This new practice has really caught on in all aspects of retail fashion, accessories, beauty products, decorating, etc.
The importance of being a visual merchandiser
As you can imagine, it is vital for brands to have a good team of visual merchandisers that understands the image the brand wants to transmit, but they also know how to meet the demands of a public that knows exactly what it is looking for. There are plenty of techniques, but visual merchandisers usually base their design on what is most appealing at first glance, as these products become a jumping-off point for a subconscious tour around the store. When we go into a store (luxury or otherwise), if the visual merchandising team is good, we will go exactly where they want us to, as they guide us with our eyes, the music, the scents and colors to achieve just what they are hoping for, which is, without a doubt, that we buy something.
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