Stories that sell fashion: the visual merchandiser

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Published: Dec 31, 2020

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Carmen Llovet Rodríguez
Universidad Antonio de Nebrija
Spain
https://orcid.org/0000-0002-7743-9332
Vol. 24 No. 2 (2020), Monograph December 2020. New narratives in fashion influencer marketing, pages 10-25
DOI: https://doi.org/10.17979/redma.2020.24.2.6861
Submitted: Jul 24, 2020 Accepted: Oct 6, 2020 Published: Dec 31, 2020
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Abstract

Online youth fashion sites are turning to physical stores to offer customers an in-person brand experience. Planning in-store layout and design and educating staff about item display can help to boost product sales and communicate brand values. The aim of this article is to examine the role of visual merchandising as a brand tool in modern retail. The study presents a multidisciplinary theoretical literature review (1980-2020), together with a series of interviews with fashion retail professionals in Spain. The research identifies the skills required by visual merchandisers, including strategy, creativity, analysis, ability to educate others and ability to respond quickly to feedback from staff, and highlights the need for companies to include visual merchandising in their overall company strategy as a way of strengthening their organisational image.

Keywords:

visual merchandising, point of sale, fashion, brand image, organisational communication

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