Visual Merchandising

WorldSkills Occupational Standards (WSOS)

Occupation description and WSOS

The name of the skill competition is

Description of the associated work role(s) or occupation(s)

A visual merchandiser creates window and interior displays in shops and department stores thus is essentially responsible for the “look” of the retail outlet. The chief aim of a visual merchandiser is to maximize sales by communicating with the target audience and creating a positive atmosphere. The visual merchandiser communicates directly with the target audience through their designs and creates a positive impression which in turn impacts on the sales revenue of the business. Whilst not possible to precisely measure the impact of the visual merchandiser’s displays it is accepted that they are an increasingly important element of the marketing and sales mix of a successful retail business.

The visual merchandiser works in retail outlets, which are part of a group with central support functions and in small independent shops where there is greater personal autonomy and responsibility. The activities a visual merchandiser undertakes are based on interpreting and researching a brief, creating a design, and implementation – working with the products and their props.

Work organization and self-management, communication and interpersonal skills, problem solving, innovation and creativity: the ability to develop original ‘eye-catching’ concepts with the WOW factor which positively engage the target market and attention to detail/perfection are the universal attributes of the outstanding visual merchandiser.

The visual merchandiser may work in teams or alone, depending on the size of the business. In medium to large businesses they work very closely with marketing and sales teams. Whatever the structure of the work, the trained and experienced visual merchandiser takes on a high level of personal responsibility and autonomy. From understanding the goals and targets of marketing and sales departments, interpreting the brief correctly and understanding the behaviour of target markets to creating a display with the WOW factor every stage in the visual merchandising process matters and displays have a close relationship with sales revenues.

With the globalization of visual imagery and the international mobility of people, the visual merchandiser faces rapidly expanding opportunities and challenges. For the talented visual merchandiser there are many commercial and international opportunities; however, these carry with them the need to understand and work with diverse cultures, trends, and fashions. The diversity of skills associated with visual merchandising is therefore likely to expand.

The WorldSkills Occupational Standards (WSOS)

General notes on the WSOS

The WSOS specifies the knowledge, understanding, skills, and capabilities that underpin international best practice in technical and vocational performance. These are both specific to an occupational role and also transversal. Together they should reflect a shared global understanding of what the associated work role(s) or occupation(s) represent for industry and business (www.worldskills.org/WSOS).

The skill competition is intended to reflect international best practice as described by the WSOS, to the extent that it can. The Standard is therefore a guide to the required training and preparation for the skill competition.

In the skill competition the assessment of knowledge and understanding will take place through the assessment of performance. There will only be separate tests of knowledge and understanding where there is an overwhelming reason for these.

The Standard is divided into distinct sections with headings and reference numbers added.

Each section is assigned a percentage of the total marks to indicate its relative importance within the Standards. This is often referred to as the “weighting”. The sum of all the percentage marks is 100. The weightings determine the distribution of marks within the Marking Scheme.

Through the Test Project, the Marking Scheme will assess only those skills and capabilities that are set out in the WorldSkills Occupational Standards. They will reflect the Standards as comprehensively as possible within the constraints of the skill competition.

The Marking Scheme will follow the allocation of marks within the Standards to the extent practically possible. A variation of up to five percent is allowed, if this does not distort the weightings assigned by the Standards.

WorldSkills Occupational Standards

Section		Relative importance (%)
1	Work organization and management	10
	The individual needs to know and understand: Health and safety legislation, obligations, regulations, and documentation The situations when personal protective clothing including footwear must be used The purposes, uses, care, maintenance, and safe/secure storage of hand/electric tools and equipment The purposes, uses, care and safe/secure storage of materials IT programmes for 2D and 3D design Techniques of time management to support productivity The principles of ergonomics to support efficient workflow The significance of sustainability and environmentally friendly work practices The value of managing own continuing professional development
	The individual shall be able to: Follow health and safety standards, rules, and regulations Identify and use the appropriate personal protective clothing including safe footwear as required Select, use, clean, maintain, and store all tools, paint brushes, and equipment safely/securely Select, use and re-use materials including mixing paints, effectively/efficiently, and store safely, securely, and sustainably Plan, schedule and re-prioritize work as the need arises to meet deadlines Work well under pressure to meet the demands of the business Maintain safe and ergonomic working practices Maintain sustainable working practices Keep the working area clean and tidy Discard waste ecologically Keep up to date with fashion, trends, and developments in the industry and society
2	Communication and interpersonal skills	5
	The individual needs to know and understand: The roles and requirements of colleagues and professionals related to visual merchandising, e.g., brand managers The importance of building and maintaining productive working relationships with colleagues across the organization e.g. marketing and sales Techniques for effective teamwork The educational/social responsibility role of visual merchandising Communication with the customer is through design Negotiation methods e.g. purchasing materials Techniques for resolving misunderstandings and conflicting demands The features of a successful presentation
	The individual shall be able to: Accurately determine the needs and aspirations of target audiences: internal and external customers Communicate visually through storytelling and design with the customer Build and maintain trust of target audiences: internal and external customers Consistently manage effective verbal, and written communications with colleagues Listen, reflect, and respond positively and constructively to feedback from colleagues and external customers Professionally present ideas, rationale, and designs/displays to colleagues and related departments/professionals Reflect on and respond appropriately to questions and ideas from colleagues
3	Problem solving, innovation, and creativity	15
	The individual needs to know and understand: The common types of problem which can occur within visual merchandising work e.g. improvisation of props Diagnostic approaches to problem solving Boundaries for resolving problems safely e.g. referring to an electrician Creative thinking techniques to generate inventive and sustainable designs Latest/future trends and fashions Know what plagiarism is
	The individual shall be able to: Recognize problems swiftly and follow a self-managed process for resolving Pro-actively re-prioritize internal customers’ problems as the situation demands Recognize the boundaries of own expertise/responsibility and refer to the appropriate colleagues Gain inspiration e.g. through reviewing books/magazines/the internet, city/shop visits, films, exhibitions, and professional literature Maintain an “open mind” whilst accurately determining the needs of the target audience, internal, and external customer Use imagination and inspiration to generate original ideas without plagiarism Develop and maintain the confidence “to be different” Keep up to date with IT programmes for 2D and 3D design Lead changes in design for an organization
4	Interpret and research brief	10
	The individual needs to know and understand: The concept of visual merchandising: communicating with the target audience by attracting, connecting, and engaging with customers to maximize sales Roles of related departments/professionals and their focus/needs e.g. marketing and sales targets The creative process: research, inspiration, storytelling, look and feel to develop a concept for a design The floor plans and sizes of areas to be used for display purposes Target market consumer behaviour and aspirations The common factors which determine themes to include seasons of the year, current fashions/trends, special events, and promotions Composition of images to present design ideas online or offline
	The individual shall be able to: Conduct research based on lifestyle concepts, trends, and store attributes Identify and effectively use research tools e.g. internet Research briefs, themes, and products/brands to design unique displays Research and develop display ideas based on a creative process to meet client/organizational goals/target market needs and aspirations Evaluate current trends in display design, equipment, and materials Develop original concepts based on a creative process which clearly meet client/organizational goals/target market needs and aspirations Create and professionally present clean, professional mood boards or look and feels with sketches, images, and colour fabric charts to clients, colleagues, managers and related departments/professionals
5	Design	20
	The individual needs to know and understand: The creative process: research, inspiration, storytelling, look and feel, develop a concept for design Full range of applications of IT programs e.g. Photoshop, Illustrator and Sketch-up Technological developments and how to exploit them Rendering Graphic design/2D design Design of props and spaces/3D design
	The individual shall be able to: Make 2D and 3D designs, e.g. displays and windows with props and text based on a creative process Visualize and accurately ‘translate’ ideas, and designs based on concept and storytelling Demonstrate brand empathy Produce scale drawings by hand and by computer using Photoshop and Illustrator Work within the available budgets Professionally present visuals and look and feel to colleagues, managers and related departments/professionals and gain “sign off”
6	Implementation	40
	The individual needs to know and understand: Principles of window display to include use and effectiveness of colour shapes and text, utilization, and most efficient use of space, balance, grouping, and product dynamics, focus, and specific use of lighting The objectives of window display: to achieve brand compatibility, effective display of products, impact, drama, commerciality, and aesthetics Materials and their purposes/characteristics e.g. wood, MDF, PVC, glue, and paints Communication with the customer based on storytelling and styling Visual Merchandising is both on-line and off-line
	The individual shall be able to: Select and display merchandise according to their characteristics, interpretation of the original concepts and Briefs by using storytelling and styling Present a range of products to include fashion, accessories, tableware, and books Collect, present, and support the merchandise to communicate effectively with the target markets by storytelling and styling Handle all merchandise, mannequins, and materials with care including furniture, plinths, and support structures Accurately and efficiently plan task breakdowns for installation, including timings Select, tint, and paint pure and clean surfaces to decorate walls, fixtures, and panels Use different types of materials and tools to measure and cut precisely, and finish display and make sure they are safe and solid to last for the time agreed Cover floors and walls with materials as appropriate Professionally construct self-designed props, to enhance the theme, support the merchandise and communicate effectively with the target markets and make sure they are safe and solid to last for the time agreed Collect and style products, dress, and style mannequins for maximum effect to enhance themes, support the merchandise, and communicate effectively with the target markets by storytelling and styling Select and place all products, props, materials, and mannequins in an effective composition in windows or instore displays to enhance themes, support the branding of the merchandise, and communicate effectively with the target markets by storytelling and styling Make photographs of the same or similar displays to post on-line together with off- line displays Maximize space and layouts of areas to best advantage Make creative use of lighting, allocate spotlights, and adjust lighting as required to ensure merchandise is highlighted appropriately on-line and off-line Review displays and photography to ensure they are aesthetically pleasing and have the WOW factor Evaluate the effectiveness of window displays and photography in supporting the intended merchandise and brands Check the final standard of installations for display and photography and ensure they are complete, safe, neat, clean, tidy, and professional Ensure displays are finished on time and stay intact for the time agreed Analyse feedback and respond appropriately, making suggestions for improvements
	Total	100

References for industry consultation

General notes

WorldSkills is committed to ensuring that the WorldSkills Occupational Standards fully reflect the dynamism of internationally recognized best practice in industry and business. To do this WorldSkills approaches a number of organizations across the world that can offer feedback on the draft Description of the Associated Role and WorldSkills Occupational Standards on a two-yearly cycle.

In parallel to this, WSI consults three international occupational classifications and databases:

ISCO-08: (http://www.ilo.org/public/english/bureau/stat/isco/isco08/)
ESCO: (https://ec.europa.eu/esco/portal/home )
O*NET OnLine (www.onetonline.org/)

References

Your WSOS (Section 2) appears most closely to relate to Merchandise Displayers and Window Trimmers: https://www.onetonline.org/link/summary/27-1026.000

or Visual Merchandiser:
http://data.europa.eu/esco/occupation/35eb0aa6-b40d-449d-9390- .

Adjacent occupations can also be explored through these links.

ILO 3432

The following table indicates which organizations were approached and provided valuable feedback for the Description of the Associated Role and WorldSkills Occupational Standards in place for WorldSkills Lyon 2024.

Organization	Contact name
Hermes Middle East South Asia Pte Ltd	Andy Seet, Regional Visual Merchandising Manager
de Bijenkorf - departmentstore	Els Lieshout, Head of VM and trends and forecasting