10 Essential Skills that Every Visual Merchandiser Needs

As a Visual Merchandiser (VM) myself, I've had the privilege of working with, hiring, and training hundreds of Visual Merchandisers over my 28 years in the industry. One thing I know is that we are a special breed of talented creatives. Often overlooked, the role of a Visual Merchandiser carries significant weight in the world of retail, as well as in experiential and placemaking areas we are moving into. These professionals possess a blend of skills that make them indispensable in crafting captivating displays, driving sales, and creating experiences.

Here are 10 of the skills and assets I have observed in my fellow VMs:

1. We are artists. The term "Visual Merchandiser" is evolving into "Display Artist" for a reason. Our work involves more than just arranging products; it's about creating bespoke props, installations that verge on art at times and visually stunning experiences that resonate with customers.

2. We are designers at heart. From my early days at Freedom, I've always sought out individuals with a background in design-related studies. Whether it's visual merchandising, fine arts, or interior design, a solid foundation in design principles is crucial.

3. We are branding experts. Visual merchandisers have a keen eye for identifying gaps in brand messaging and strategically filling them with creative solutions. They can see what pieces of the puzzle are not fitting in or need to be added, whether props, styling, or messaging-related.

4. We are adept at working with people. Despite the stereotype of working behind the scenes, Visual Merchandisers have the ability to collaborate with diverse teams, from product designers to sales staff, to bring a cohesive vision to life.

5. We are lifelong learners. Our skill set spans various disciplines, from design, floristry, and graphics to prop building and construction, requiring continuous adaptation and growth.

6. We are savvy marketers. Through our displays and activations, we tell stories that align with the brand's narrative, effectively communicating messages to customers and creating experiences for them to in turn leave a lasting positive impression of that brand.

7. We excel in customer service, ensuring that every interaction leaves a positive impression.

8. We embrace change. In a world where trends evolve rapidly, Visual Merchandisers remain agile, incorporating new ideas seamlessly into brand strategies.

9. We are fun. There is nothing like an activation bumpin' that finishes at 2 am and the camaraderie and laughs that happen during those times, as this is really when we are in our element. All the designing and planning has happened, and we are finally in install and creating mode. I have made some of my closest friends from the coal face of late nights and after-hours setups.

10. We are creative problem solvers. Any VM knows that you can have the best plan, have everything approved, worked out contingencies, etc., but on the day if the location changes, someone is sick, or the display just isn’t looking as good as planned, we can brainstorm a solution that still has the overall client outcome and looks amazing. Whether facing unexpected challenges or last-minute changes, Visual Merchandisers possess the ingenuity to find solutions that exceed client expectations.

In essence, Visual Merchandisers are the unsung heroes of the retail world (in my unbiased opinion 😉 ). Our blend of creativity, adaptability, and problem-solving skills ensures that brands stand out in a crowded market. As we continue to evolve in our roles and industry, let's remember the vital role we play in shaping the customer experience and driving business success. Together, let's continue to elevate the art of visual merchandising to new heights.