The "Silent Sales Force" of Visual Communications

By Lyn Tobman, Chairperson of FIDM's Visual Communications Program

Store planners and visual merchandisers are considered the "silent sales force" for the fashion industry. The layout and design of every retail business has a huge impact on sales. Planning the layout for a store or department has a lot in common with designing the interior of a house. Most of the layout objectives are the same: visual appeal, ease of movement, and of course, comfort. The family that will inhabit the space dictates a home's layout, but a store layout must take into consideration a huge diversified group of people! Shoppers may regard their visit as a recreational activity, but for the store, it is a business trip. The store's goal is to grab the customers’ attention and ultimately, their business.

Visual merchandising includes the arrangement and presentation of merchandise in store windows and on the selling floor. That means merchandise for sale as well as the display of sample items on mannequins and props. Like all successful promotional activities, a store’s visual merchandising supports and enhances the retailer’s image. Coordinated and accessorized outfits are displayed to help customers assemble their own wardrobe. Retailers spare no expenses to create enticing store window displays to show off their featured merchandise.

Today’s customers want it all. They like to shop in retail stores, boutiques, specialty shops, catalogs, and online. This has created an exciting challenge for visual communications professionals. More shopping environments equal more opportunities behind-the-scenes to be "silent salespeople" for the industry.

Are you interested in exploring this exciting field? Check out FIDM's Visual Communications Program! Students get a creative business background in visual presentation, exhibit/trade show design, retail and special event display, and store planning with an emphasis on the fashion and entertainment industries.