Window Dresser and Visual Merchandiser, two different jobs that get mixed up too often.

There is an old commonplace in our business never sufficiently clarified. In more than 30 years of experience we have noticed that a lot of people, customers and even professionals have not clear in their mind the difference between Window Dresser and Visual Merchandiser. Very often they are used as if they were synonymous and this is a big mistake. The reason is that they are two completely different roles, requiring different skills. Today we want to fix this nagging question and to get started we have to understand what Window Dresser and Visual Merchandiser care about.

Mainly Window Dressing care about making people enter the store. The figure deals with windows display and props and it creates all the ornaments and decorations of a store windows display, with the ultimate goal to capture customers’ attention and to raise the brand’s exposure. Besides estethically showcasing apparel products, Window Dresser take care of many others different and complementary window displays’ aspects such as: space and goods’ arrangement, forniture, props’ materials and lights’ disposal.

READ ALSO THE ARTICLE 4 REASONS TO INVEST IN A VISUAL MERCHANDISER EXPERT

Visual Merchandising is 100% about sales and the role is more complex than simply dress mannequins. He/she is responsable for the internal merchandise layout and the Visual Merchandiser must follow a lot of techniques to display products and respect the brand’s business strategy. Visual merchandisers is committed to re-arrange fixtures and move items on the sales floor with the sight to increase sales. For example, if sales records show that a specific brand ore item is not performing as planned, you have to take a corrective action and it might be to move that merchandise from a wall unit to a freestanding fixture. Moving merchandise around the store helps make it appearing always fresh and new.

In conclusion we can easily say that Windows Dressing is about delivering brand’s value and Visual Merchandising is about products’ performance. Of course they are complementary and together they can emphasize the relevance of each others. It’s also possible to find out some shared characteristics amid this two important roles: in order to increase sales for example they are core and strategic positions, and the success of the two activities is largely determined by the image of the exhibited goods and the visual impact they create in customers’ mind.

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