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Merchandise Display Artist Job Profile

From scenes of mannequins dressed like catwalk models to cozy living rooms exhibited on a furniture store’s floor, visually appealing store windows and displays are powerful advertisements.

Managers and corporate heads understand this and readily hire merchandise display artists--also called visual merchandisers, display artists, or display window artists--to plan and arrange displays that catch people’s eyes.

Merchandise display artists use products, color, lighting, and space to make displays that persuade customers to buy. They work for stores and other retailers, building displays, dressing mannequins, hanging decorations, and constructing whole scenes in store windows, on sales floors, and for trade shows. Sometimes they also decide how all the store’s merchandise should be presented, designing the store’s overall layout. A few top merchandise display artists work in corporate headquarters, collaborating with corporate marketers to develop display designs that for entire chains of stores. Other top merchandise display artists create the one-of-a-kind designs for the windows and mannequins in high-profile stores, like Macy’s in New York City, setting trends and fashions with their innovative displays.

The products merchandisers display run the gamut--from high fashion apparel to hardware. And the techniques and props they use to exhibit these products are just as diverse. Part artist, part marketer, merchandise display artists combine creativity, craftsmanship, and flair with an intimate knowledge of current fashion, buying trends, and what will appeal to the customers or the operation they work for.

The process of creating a display begins with sketching an idea, either by hand or on the computer. Merchandise display artists who work in individual chain stores often begin by downloading the guidelines and design images sent to them from the corporation’s visual design department, and their designs must conform to these guidelines. Some display artists who work in individual stores have more freedom in creating their own designs, but all display artists must work with management to make sure their displays promote an image in line with the enterprise’s overall marketing strategy.

To construct the actual display, merchandise display artists must be able to do basic carpentry, sculpting, and painting. They need to be acquainted with a huge variety of materials, props, and other embellishments and be able to use them creatively to achieve the effects they want. They also need the strength and dexterity to erect the displays and take them down if this is part of their job.

Specific tasks include:

• Understanding the organization’s marketing strategy and figuring out ways to make their displays reflect it
• Sketching and modeling proposed displays
• Finding and/or creating props for displays
• Assembling, maintaining, and taking down displays
• Planning and creating displays
• Arranging display fixtures and lighting
• Ordering merchandising units such as racks, poles, mannequins, and shelves

Education, Certification & Licensing
Although merchandise display artists do not need a specific degree or certificate, a diploma or certificate in visual merchandising, graphic design, interior design, fashion design, or fine arts will help new merchandisers get their foot in the door of this competitive field. Those with a bachelor’s degree in one of these areas will have the best chance of finding satisfying work and making it up the career ladder to corporate merchandise display design departments. Candidates with an associate’s degree or a career certificate can also find jobs, although they will have a harder time getting jobs that pay well and allow for a high level of creativity.

Getting Ahead
Merchandise display artists can advance into supervisory positions. In some cases, moving ahead means changing employers, since many stores hire only one merchandise display artist. In larger stores, merchandise display artists can become merchandise display managers or supervisors, and coordinate the activities of all the store’s or a department’s merchandise display artists. From there, they can advance into positions as visual merchandising directors or display directors who oversee the work of a large store’s or a chain of store’s visual merchandising office.

For some merchandise display artists, the pinnacle of success is working on creative and innovative displays. These merchandisers can work their way into positions at the stores famous for their artistic displays, such as large department stores in New York City.

Where They Work
Merchandise display artists work on staff in individual stores, store chains, and department stores. Some work freelance, taking on contracts from stores or other organizations, such as manufacturers or wholesalers who need to display items in a showroom or at a trade show.

Job Outlook
Jobs that involve artistic skill and creativity are always in high demand, and as a result, most merchandise display artists face and should continue to face tough competition in the job market. Those willing to accept low-paid jobs that require little artistic skill will have less trouble finding jobs than those who want better paid positions that require more artistic skill. The US Department of Labor predicts that the number of new job openings will grow moderately through 2010.

Eearnings
Merchandise display artists earn low to moderate salaries, with earnings for entry-level positions starting as low as $8.00 an hour. However, established merchandise display artists can earn up to $50,000--and a few top merchandisers that work in large corporate offices can earn even more.