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Visual Merchandising

Visual merchandisers love making things look good and have a creative eye. Visual merchandisers (also known as window dressers or display assistants) use their design skills to help promote the image, products and services of retail businesses. They create eye-catching product displays and store layouts designed to attract customers and encourage them to buy.

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 is also important.


Day to day activities vary depending on the employer and on the level. Visual merchandisers working at higher levels can be based within head office teams, with regional teams, or at larger or flagship stores.

Typically most VM teams will liaise with other internal departments such as Marketing and Buying to create design themes and plans including windows and in-store displays, signage and pricing concepts.

Alexander Wells-Greco, Head of Visual Merchandising at Harrods.

“I’ve been at Harrods now for almost 7 years and being Head of Visual Merchandising, working across fashion, accessories and beauty, I can honestly say no two days are ever the same. It’s this variety of work that my role entails that makes it so interesting and motivating. My role involves ensuring the store is always looking its best, from the famous Brompton Road windows to in-store displays and listening to the business needs whilst also being creative and coming up with new concepts – merging the two is no easy task so striking the balance is a skill I’ve learnt over the years and something I enjoy very much – seeing the commercial and creative aspects of the business come together is very satisfying. Having worked in five of the world’s major cities – London/Shanghai/New York/Venice/Milan – has resulted in me adopting a global mind-set which, along with my experience of single brand, wholesale, multi-store and department store retail, makes for invaluable qualities anyone looking to peruse a career in visual merchandising should strive to achieve”.