Visit visual merchandiser is a retail professional specializing in the visual presentation of products in stores. Their aim is to attract customers' attention, promote sales and create an unforgettable shopping experience. 

In other words, it creates a striking visual setting, playing on store and window lighting, colors, shapes and textures, signage and packaging. In this way, customers are encouraged to explore the space, buy the products and keep coming back.

The role of the visual merchandiser is to optimize the presentation of products available in store, to encourage sales and to take customer satisfaction into account. This manager implements all the necessary means to make his or her sales area visible and attractive. They study the buying behavior and main needs of each customer. This operational work keeps them in constant contact with customers and sales teams. 

In order to respect the brand identity and enhance the product, the professional becomes a stage director. Based on the universe, style, image and visuals defined by the art direction team, he arranges the various items in the windows and on the shelves. He finds this visual balance, enabling him to understand the maximum number of products to display. If the choice is too limited, it could discourage customers. If, on the other hand, there are too many products on display, they may shy away from the act of buying. After each in-store visit, he reports back to his managers to optimize his visual merchandising plan. It's essential to be aware of the latest trends and to be able to make proposals. To this end, he or she frequently monitors the competition and analyzes merchandising techniques with suppliers and at trade shows. 

Managing budgets, inventories, KPIs and returns on investment are all part of the job. Considered both an art and a science, visual merchandising requires constant adaptation of its approach.

Here are the visual merchandiser's main tasks: 

• suggest ideas for displays,

• organize, assemble and showcase shopfronts and displays, 
• design lighting and color schemes for displays,
• dress the models, 
• ensure good communication between each team in the marketing department and the art director, 
• design drawings manually or using software,
• optimize store space, 
• track the progress of each sale.

The job of visual merchandiser requires a set of specific qualities to succeed in creating a stimulating visual experience for customers. These include: 

• creativity Visual merchandiser: after completing a specialized training course, the visual merchandiser is recruited primarily for his or her artistic skills. They need to be creative, as well as knowledgeable about the techniques and factors that influence consumers. His or her sense of decoration, design and detail is called upon for every exterior or interior display he or she has to put together. 

• versatility Visual merchandisers can work for all types of products and sectors. Whether in fashion, luxury goods, ready-to-wear or haute couture, visual merchandisers have to adapt and reinvent themselves. A visionary, they know how to develop innovative ideas that stand out from the competition. 

• rigor The visual merchandiser organizes, plans, supervises costs and works within the given budget, setting up the desired decor... Rigor, creativity and dynamism are the qualities required.

Specific skills are required to work as a visual merchandiser. Theoretical and procedural knowledge : 

• mastery of merchandising techniques, 
• management skills,
• knowledge of the brand's visual identity, 
• to know the characteristics of each product highlighted, 
• knowledge of signage software and procedures. 

Practical knowledge : 

• application of merchandising recommendations,
• staging of dedicated areas inside and outside the store,
• compliance with the brand's graphic charter, 
• knowledge of various types of DIY (painting, cutting, sewing).

Relational and behavioral skills : 

• a strong knowledge of the latest fashion trends, 
• an interest in computer-aided drafting and design,
• know how to explain merchandising principles to help sales teams improve their practices, 
• a keen sense of observation,
• know how to work with people from different backgrounds and professions, 
• be in good physical condition,
• be prompt in the execution of its missions, 
• have good contact with customers when they visit the stores,
• know how to present products at events such as fashion shows, exhibitions, trade shows and showrooms.

You can enter this profession by joining ISAL Paris, a school that trains students in the fashion and luxury professions. It offers several training courses, including Bachelor Luxe Mode et Merchandising. This 3-year course enables each BAC graduate to explore various marketing strategies, with access courses on influencer marketing, online sales and brand content. Digital communication, business management and fashion brand management are also part of the curriculum. The Luxury, Fashion and Merchandising course is also ideal! BAC+3 students learn to take charge of the marketing and sales development of products or services for a company specialized in luxury goods. They learn about different product ranges and pricing, technical support, communication and promotional elements, and customer loyalty. 

After several years' experience, the specialist can progress to a position in store management or project management.  In France, the average annual salary for such a job is €54,150.