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Visual merchandiser

  • Hours

    37-40 per week

  • Starting salary

    £12,000 + per year

If you love making things look good and like being creative, this could be perfect for you. Visual merchandisers (also known as window dressers) use their design skills to help promote the image, products and services of businesses and other organisations. They create eye-catching product displays and store layouts and design to attract customers and encourage them to buy.

To become a visual merchandiser or display designer, you would usually either have a background in design or work your way up through the retail industry. You could also gain a higher education qualification in display or merchandising.

A visual merchandiser needs to have a high level of attention to detail. They also need to be able to work to deadlines. The ability to work well as part of a team and also alone is also important.



The work

As a visual merchandiser in a large retail company, you would work as part of a display team. You would follow design plans created at head office by a visual merchandising manager or senior display designer. Your role may sometimes overlap with that of a display designer, who designs things like display stands, stock containers and sales posters.

Depending on your responsibilities, your day-to-day work might include:

  • producing design ideas for displays and developing floor plans, or following a company plan
  • creating special displays to promote a specific product or offer
  • drawing designs and plans by hand or computer
  • deciding how to use space and lighting creatively
  • making best use of a store's space and layout
  • creating branded visual merchandising packs to send to each branch of a store
  • giving feedback to head office and buying teams
  • setting up displays, dressing dummies and arranging screens, fabric and posters
  • sourcing display materials and hiring, borrowing or making props
  • making sure that prices and other required details can be seen
  • teaching sales staff how goods should be displayed
  • taking down old displays

Senior visual merchandisers are usually responsible for planning the store display for the year, creating visual plans and buying the appropriate models, props, equipment and signage.

Head office visual merchandiser coordinators often prepare a visual merchandising pack to send to other stores, so that all stores have the same company look and feel.


Hours

In a full-time job you would work 37 to 40 hours a week, often including late evenings in order to set up displays when stores are closed. Part-time work may be available.

Putting up displays would mean spending a lot of time on your feet as well as lifting, carrying and climbing ladders. Working in shop windows can be hot and cramped.

You could be based at head office or at a store. If you work for a chain store, you might travel to different branches to set up displays and give instructions to sales staff.


Income

Starting salaries can be from £12,000 to £16,000 a year.

Senior visual merchandisers can earn around £20,000 to £25,00 a year, and visual merchandising managers or designers can earn between £25,000 and £55,000 a year.

Visual merchandising directors can earn £60,000 a year and over.

Figures are intended as a guideline only.


Entry requirements

You would normally take one of two main routes to becoming a visual merchandiser or display designer. You could come from a background in design, or you could work your way up from an in-store sales assistant/supervisor role to trainee visual merchandiser. You would train on the job and work towards formal qualifications.

If you want to start as a visual merchandiser or display designer straight away, most employers will want you to have relevant qualifications, such as:

  • Level 2 or Level 3 Diploma in Fashion Retail
  • Level 2 Award, Certificate and Diploma/SVQ in Retail Skills
  • Level 3 Certificate and Diploma/SVQ in Retail (Visual Merchandising)
  • Foundation Degrees in display or design
  • Foundation Degrees and degrees in marketing or retailing

You may be able to start in this role through an Apprenticeship scheme. You will need to check which schemes are available in your areas. To find out more, visit the Apprenticeships website.


Training and development

You will usually develop your skills on the job. Large retail companies often have internal (in-house) training programmes for their display staff.

If you don't already have these, your employer may offer you a chance to work towards the Level 2 Award, Certificate and Diploma/SVQ in Retail Skills or the Level 3 Certificate and Diploma/SVQ in Retail (Visual Merchandising).


Skills and knowledge

To become a visual merchandiser, you will need to have:

  • a good sense of design, colour and style
  • creativity and imagination
  • an awareness of current trends in design, fashion and culture
  • a high level of attention to detail
  • the ability to work to deadlines
  • good communication skills
  • the ability to work well as part of a team and also alone
  • stamina and energy
  • for more senior roles, technical drawing skills and good IT skills, possibly in computer-aided design

More information

Skillsmart Retail (Opens new window)
Fourth Floor
93 Newman Street
London
W1T 3EZ
Tel: 0800 093 5001
www.skillsmartretail.com

British Display Society (Opens new window)
Tel: 020 8856 2030
www.britishdisplaysociety.co.uk


Opportunities

Most visual merchandising jobs are in fashion and homeware departments and stores. You can also find some opportunities for display work at museums, tourist attractions, airports and hotels.

Jobs may be advertised in the local and national press, in design and retail trade magazines and on retail jobs websites.

With experience, you could progress to display team leader and then to visual merchandising manager.

Another option could be to move into retail merchandising, or into exhibition or interior design. You could also work as a freelance display designer, creating one-off displays for clients.

You may find the following useful for vacancies and further reading (links open in new window):

Job profiles are based on the latest information supplied to us by industry bodies, such as Sector Skills Councils. Please be aware that with the introduction of the Qualifications and Credit Framework (Opens in a new window) there has been, and will continue to be, changes to vocational qualifications. For more information, please check with industry bodies directly.

We do not accept responsibility for the content of external sites.


Related industry information

Industry summary

Retail activity can be expressed as the sale of goods for personal or household use or consumption, traditionally via shops or markets. However, the boundaries have changed somewhat in recent years due to the significant growth in online retailing and the development of alternative formats such as farmers’ markets and travel retailing.

The UK retail industry covers the following activity:

  • Retail sales in non-specialised stores (such as supermarkets and department stores)
  • Retail sales in specialised stores (such as butchers, greengrocers and fishmongers)
  • Retail sales of pharmaceutical goods (such as chemists and pharmacies)
  • Retail sales of new goods in specialised stores (such as stores selling textiles, clothing, books, electrical household appliances, furniture and lighting)
  • Retail sales of second-hand goods
  • Retail sales not in store (e.g. catalogue and mail order sales, online and via stalls and markets)

Within retail, there are an estimated 295,000 businesses selling a wide range of products, employing from one person to thousands of people, all who have a number of functions.

The retail industry is represented by Skillsmart Retail Sector Skills Council.

Key facts:

  • UK retail accounts for £321 billion turnover and one‐third of all consumers spending.
  • It is the largest private sector employer and employs around 2.9 million people or 1 in 10 of the working population.
  • 13% of people employed within retail do not have an NVQ qualification, 22% have a NVQ level 2 qualification and 34% have a NVQ level 3 or higher qualification.
  • Much of the employment and turnover in retail is accounted for by a few dominant retailers, who operate both nationally and internationally.
  • Just 10 retailers employ around a third of all those who work in retail.
  • There are a substantial number of smaller retailers who operate locally or in niche markets.
  • New emerging markets and job opportunities to support the online retailing are needed.
  • The current economic climate is affecting all areas of retail business, but online retailers and value/discount stores are showing signs of growth.
  • Between 2007 and 2017, 214,000 new retail jobs are expected to be created in UK, while a further 1.2 million jobs will need to be filled as a result of people leaving the sector.

Jobs in the industry are divided into areas: Store operations, Human resources/training, Finance and administration, Buying, Merchandising, Customer contact centres, PR and Marketing, Logistics, and Information Technology.

Job roles range from: Director of operations, Store manager, Assistant department manager, Sales assistant, Shelf filler, Recruitment officer, Financial analyst, Procurement manager, Merchandiser, Buyer, Contact centre operators, Marketeer, Information analyst, Van driver, Warehouse / distribution manager, Information systems managers.


National and regional data

Retail employment and activity are evenly distributed across the UK, with the largest number of employees is located in:

  • South East
  • London
  • East of England
  • North West

The largest number of employers is located in: London; the South East; and the North West. There are distinct clusters of major centres of retail in London, Birmingham, Cardiff, Liverpool, Manchester, Newcastle, Nottingham, Leicester and Derby.

The highest percentage growth in employment over the next five years is expected in the North East, whilst significant declines are forecast in the South East, London and the North West.

Retail can play an important role in the regeneration of towns and cities throughout the UK. It provides a catalyst for change, as retailers seek to enhance their offer to the consumer and modernise the spaces within which they trade.

East Midlands – There are 189,408 people employed in the industry, in around 19,634 retail establishments. 63% of the workforce is female. 43% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling and verbal communication skills.

East of England – There are 274,350 people employed in the industry, in around 25,258 retail establishments. 60% of the workforce is female. 42% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, problem solving and management skills.

London – There are 376,523 people employed in the industry, in around 39,414 retail establishments. 55% of the workforce is female. 50% of the workforce work full‐time. The greatest perceived skills shortage is with management, customer handling and problem solving skills.

North East – There are 106,513 people employed in the industry, in around 10,569 retail establishments. 65% of the workforce is female. 41% of the workforce work full‐time.

North West – There are 318,406 people employed in the industry, in around 32,814 retail establishments. 62% of the workforce is female. 45% of the workforce work full‐time. The greatest perceived skills shortage is with technical, practical or job specific skills, team working and management skills.

South East – There are 398,069 people employed in the industry, in around 38,926 retail establishments. 59% of the workforce is female. 44% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, technical, practical or job specific and team working skills.

South West – There are 254,668 people employed in the industry, in around 26,398 retail establishments. 62% of the workforce is female. 42% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, technical, practical or job specific and management skills.

West Midlands – There are 237,529 people employed in the industry, in around 25,352 retail establishments. 62% of the workforce is female. 43% of the workforce work full‐time. The greatest perceived skills shortage is with team working and customer handling skills.

Yorkshire and the Humber – There are 236,430 people employed in the industry, in around 24,251 retail establishments. 62% of the workforce is female. 44% of the workforce work full‐time. The greatest perceived skills shortage is with management skills.

Northern Ireland – There are 74,491 people employed in the industry, in around 9,805 retail establishments. 58% of the workforce is female. 54% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, written communication and management skills.

Scotland – There are 245,960 people employed in the industry, in around 23,978 retail establishments. 62% of the workforce is female. 44% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, written communication and management skills.

Wales – There are 133,459 people employed in the industry, in around 13,765 retail establishments. 63% of the workforce is female. 42% of the workforce work full‐time. The greatest perceived skills shortage is with customer handling, written communication and management skills.

[N.B. Data derived from Annual Business Inquiry, 2008, Labour Force Survey (annualised), 2009, and NESS, 2009.]


Career paths


Further sources


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