Visual merchandising of small retail outlets

Last Footwear, an independent store in Brighton, UK, has been designed using pieces of second-hand furniture and accessories. The ladder used for displaying the belts is highly effective.

Smaller independent shops may enlist the help of a self-employed visual merchandiser to help promote their merchandise. “Freelancers,” as they are often called, can change the look and atmosphere of a store in a matter of hours. Because they generally work on a project-fee basis, freelancers are usually fast and efficient. Most of these creative individuals have trained within an established and renowned visual team and have contacts who can manufacture props and signage for them. A freelancer may specialize in designing windows or in in-store visual merchandising, or may offer both services. Some may also specialize in fashion styling, while others may excel at product grouping. It is always best to ask to see freelancers’ portfolios before engaging them, as these will contain examples of their work.

Most freelancers find their work by word of mouth; a stunning window acts as a good marketing tool not only for the store but also for its creator. Clearly the more skilled and efficient freelancers are, the more work they may acquire.

On some occasions, an independent store owner will spot the creative potential in a member of staff and encourage him or her to dress the windows and arrange the in-store displays. With no formal training, this can be risky: not only will the makeshift visual merchandiser have no mentor to learn from, he or she may also pick up bad habits that will not transfer well into a reputable visual merchandising team in the future. In the smaller retail outlet, arranging for a member of staff to attend a short course in visual merchandising would be beneficial.