Most commonly reported Work Activities

• Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
• Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Performing General Physical Activities Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling of materials.
• Handling and Moving Objects Using hands and arms in handling, installing, positioning, and moving materials, and manipulating things.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
• Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
• Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.
• Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
• Evaluating Information to Determine Compliance with Standards Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.

The Work

Visual merchandisers design and create window and floor displays for retail outlets. Their displays are used to encourage and promote sales, and make stores attractive places in which to shop.

The work of a visual merchandiser usually starts a long time before the display is needed. Typical projects might include dressing the window of a clothes shop or re-creating a fully furnished room on the floor of a furniture shop or department. Visual merchandising is sometimes known as retail display.

Most large retail chain stores have central design teams who plan and co-ordinate displays for all their company's shops. Most of their time is spent in a drawing office/studio, usually based at company headquarters. They plan designs according to the image or 'look' they want to create for customers. In some organisations, in-store visual merchandisers may have the responsibility to design a display themselves.

The merchandisers begin by choosing an appropriate theme (usually a seasonal event, such as Christmas) and then measure the display area to be used. These measurements may be used to make scale drawings. They then decide what the overall colour scheme is going to be, which props they need, and how the display is to be arranged. Visual merchandisers may also make any props that can't be hired or borrowed. They arrange lighting to make the displays stand out.

Putting up displays can be hard work. Display areas are often cramped and confined spaces. Props and merchandise have to be lifted and moved very carefully, as they may eventually be sold. Freelance visual merchandisers may have to travel in order to visit clients and carry out their work.

Most commonly reported Work Tasks

• Plan commercial displays to entice and appeal to customers.
• Arrange properties, furniture, merchandise, backdrops, or other accessories, as shown in prepared sketches.
• Change or rotate window displays, interior display areas, or signage to reflect changes in inventory or promotion.
• Place prices or descriptive signs on backdrops, fixtures, merchandise, or floor.
• Consult with store managers, buyers, sales associates, housekeeping staff, or engineering staff to determine appropriate placement of displays or products.
• Maintain props, products, or mannequins, inspecting them for imperfections, doing touch-ups, cleaning up after customers, or applying preservative coatings as necessary.
• Develop ideas or plans for merchandise displays or window decorations.
• Assemble or set up displays, furniture, or products in store space, using colors, lights, pictures, or other accessories to display the product.
• Install booths, exhibits, displays, carpets, or drapes, as guided by floor plan of building or specifications.
• Select themes, lighting, colors, or props to be used.

Further Information

• Visual Merchandiser / Window Dresser - from: N.C.S. [UK]

This occupation is typically suited for people with the following Career Interests:

Creative

Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.

Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Realist

Realists are usually interested in 'things' - such as buildings, mechanics, equipment, tools, electronics etc. Their primary focus is dealing with these - as in building, fixing, operating or designing them. Involvement in these areas leads to high manual skills, or a fine aptitude for practical design - as found in the various forms of engineering.

Realists like to find practical solutions to problems using tools, technology and skilled work. Realists usually prefer to be active in their work environment, often do most of their work alone, and enjoy taking decisive action with a minimum amount of discussion and paperwork.

As with many creative careers, employers often employ on the basis of a portfolio, but some expect some form of training. There are a variety of courses in design, interior design, visual merchandising and marketing that are relevant to this career, in both further and higher education.

Training & Development 

FET Centre PLC Portfolio courses in Art and design, Retail sales, Sales, Marketing, and Creative media courses at NFQ level 5 search our FET PLC Coursefinder

Experience in retail is also valuable, as it’s not just about designing impactful displays - you also need to be aware of how your displays will affect sales. Increasingly social media share of displays builds brand awareness. Skills in this area will support your development.  

Apprenticeship options Sales & Retail Supervision NFQ level 6 search Apprenticeships 

Professional Development 

In larger department stores you may be able to progress to a visual merchandising manager role, and eventually move into a head-office role, designing corporate initiatives. 

Last Updated: March, 2023

Salary Range (thousands per year)* €28k - €50k

Salaries vary by employer, role, duties, shift pattern, location, and experience.

Data Source(s):
Indeed/ Excel/ Prosperity.ie/ Sigmar/ Morgan McKinley/ Clark

Last Updated: February, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

There was a large fall in employment levels between 2021 and 2022, declining by over 9.000 persons. Employment for this occupation is across a number of roles (e.g. sales supervisors, window dressers, street traders and debt collectors). A shift in business models, particularly to online selling, may reduce the demand for in-person sales related activities (e.g. van sales persons or window dressers) in the coming years.

• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
  • [email protected]
  • Click Here

• Institute of Designers in Ireland

  • The Digital Hub, Roe Lane, Thomas St., Dublin 8
  • [email protected]
  • Click Here