Background Information:

Shops have one aim and that is to sell their goods. They put a lot of effort into making their goods attractive to customers, enticing them into the shop and drawing their attention to specific items or areas with good design, clear shop-floor layout, attractive and eye-catching displays and clear signage. The visual team, including the visual merchandisers, is responsible for these elements.

Large shops with multiple outlets will make sure their store displays are consistent across all stores. Big stores have visual teams to design and maintain this corporate image. A lot of research goes into the theory of what makes things sell and how the visual elements can boost sales figures – or not!

Suitable qualities

• Some artistic ability and talent
• A good ‘eye’ and a sense of design, colour and style
• An interest in fashion and current trends
• Original ideas
• An understanding or interest in business, sales and marketing
• Good abilities to plan and follow projects through
• Stamina and fitness
• Carpentry or other practical skills may be useful
• Some computer skills, especially CAD as well as some graphic / design skills
• A good team worker but able to take on tasks alone.

Some things to be aware of!

The hours are usually a 37–40 hour week, but they can go up at peak times.

The work gets intense at times – if there is a sale starting on a certain day, the signs can only go up on that day, not weeks before, so teams work very fast.

The pay is fairly low to start off with – juniors earn around £8,000–£10,000 – but rates rise with experience. More experienced visual designers earn around £20,000, while visual management staff could earn around £50,000.

The work is very physical! You need to be fit and unafraid of carrying large items, climbing up ladders and working in hot and stuffy windows.

The work is very hands on and quite varied. Apart from dressing windows and shops stands, the work includes helping with constructing props, building stands and making signs too.

The work involves cleaning, dusting and maintaining displays.

Displays are changed regularly – so as soon as you’ve finished one project its time to start again!

Training

There have been changes in the training for this work since Vikki did her studying, and people do come into this work from a variety of backgrounds.

There are various courses in visual merchandising, visual display and retail design, including some three-year degree courses. Entry is usually two good A levels or equivalent, including art. Some courses need an art and design foundation course first.

There are NVQ / SVQs in Visual Merchandising as well as two-year HND courses and BTEC diplomas

There are also a number of courses approved by the British Display Society (BDS) at various colleges.

Work experience and a good art and design portfolio may be very helpful in gaining entry into courses.

Where to work

People with visual display skills and experience can work in a number of environments. While usually they are based in shops, there are opportunities in hotels and stately homes, airports, on cruise liners, in the film and TV industry, museums, banks and photographic studios.