Glossary for Industry Terms

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Visual Merchandiser (VM)

What does a VM do?

A Visual Merchandiser (VM) is the person who plans, organizes and implements the design of a range of products in a reseller (often retail) outlet.

Visual merchandizing is often credited with giving a product or product range a strong sense of brand on a retail level.

By organizing and decorating a space to align with the product range, a visual merchandizer can help to build brand equity with casual customers. These customers can include people who either: have an association with the product or range; and those who have never experienced it before.

VM jobs are often offered to people who have a strong sense of spatial awareness, design and the brand they are working with at the time.

A visual merchandiser can either operate in-house for a brand, in-house for a retail store or independently as a contractor or external service provider.

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