LESSON 2 IMPOR TANCE OF TEAMWORK
Learning objectives
the VM team can be discussed as under: Visual merchandising Director The visual merchandising director is seen as a store executive who must combine people, processes, and ideas successfully. Major responsibilities of this person can be discussed as under: 1. Analysis of the store which includes the type of windows, interior display areas, and the overall layout of the retail
VISUAL MERCHANDISING
Importance of teamwork in VM Structure of a VM department
Importance of Teamwork in VM Regardless of the type of organizational structure an establishment has, all levels in the structure must perform as a team. Although many forces are at play deciding the teams effectiveness, each department can direct and control positive teamwork, gaining productivity through training and education. A close relationship among the departments is not only advisable, it also is essential. This is particularly true in sales promotion, which must reach out and entice the customer to the store again and again. Working together positively does not happen automatically. People have to be committed to working together, and need to understand and practice effective human resource development skills if the team is going to be successful. The visual merchandising staff prior to the daily store opening should use the following checklist: 1. Whether all the merchandise is intact, clean, fashionably correct, enough to support the display, located on adjacent fixturing and whether all displays properly lit. 2. Whether all non-merchandise items well in place and clean. 3. All the stock is there to support fashion forward. 4. Whether the signage in proper conditions and properly placed. In every store, there should be one person with the final responsibility for the presentation of the store through salessupporting activities. To do the job properly, that person must create the atmosphere and provide the means for understanding and the will to cooperate. Both are steps to the cash register, and one should not be emphasized over the other. Teamwork calls for: -Planning ahead and planning together. -Adding more meetings to an already tight schedule. -Freely exchanging ideas (including a willingness to accept criticism and express likes and dislikes) -Ensuring that departments meet to discuss implementation of the plan for total coordination. This list could probably be extended, but it all boils down to a communication of ideas, a great challenge, the wise use of talent, and ultimately, a better store in which to work. In summary, the effective utilization of human resources to achieve stated goals must be a top priority of any company. A happy, committed team is a productive force. Structure of the VM Department All the retail stores comprise of a display team that includes Visual merchandising director, Visual merchandiser, and a team of window dressers/trimmers. The role of each personnel in
facility, as well as considering such items as floor coverings, wall coverings, ceilings, and, of course, lighting. 2. Must plan in advance all aspects of the stores display story if all merchandise and materials are to be ready when the display is to be constructed. 3. Selects the overall training program, provides job descriptions for all personnel, and implements the plan, and attempts at all times to utilize human resources most effectively. 4. Holds meetings on monthly basis within the store with all the departments. 5. Act as liaison between the central visual staff and branch store personnel on presentation and problems. 6. Interpret and act on visual presentation problems within the managers own store. 7. Relate any visual problem to the central visual merchandising department. 8. Train staff and store personnel on a daily basis in new techniques. 9. Responsible for calling visual problems to the attention of the general manager. [Link] with the fashion office on trend problems. [Link] the visual staff about the visual theory, display techniques. [Link] store policies and monitor staff on them. [Link] personnel for staff vacancies.
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The Visual Merchandiser A visual merchandiser, or a window trimmer as they are sometimes known, creates window and interior displays in stores, often in-line with company policy, with the Chief aim to maximize sales. Essentially they are responsible for the look of the store. Typical activities of a visual merchandiser include: 1. Reviewing the store layout 2. Sketching designs 3. Developing floor plans 4. Sourcing materials 5. Choosing color, fabric etc. 6. Dressing mannequins and making use of creative lighting 7. Conducting research based on lifestyle concepts and trends, store/ regional attributes. 8. Stock and store all display props. 9. Clean and maintain all display areas, including windows, showcases, ledges and wall units. [Link] signs and copy for a display. Assistant Visual Manager As an Assistant Visual Manager, you will assist the Visual Director in supporting the sale of merchandise through creative merchandise presentations, seasonal fashion trend statements, three-dimensional visual presentations, promotional events, corporate shop concepts and divisional prototypes. This position leads to a Visual Director or Regional Visual Training Director positions. 1. Partner with Store Manager, Regional Merchandise Managers and Merchandise Team Managers to direct merchandise execution. 2. Train store management, visual and support teams on merchandising standards, proper fixture utilization and techniques. 3. Communicate all divisional merchandising directives to stores 4. Partner with the Merchandise Team Manager in organizing and executing selling floor fixture/merchandise moves. Recruit, select, train and develop visual staff. 5. Clearly communicate store, company and departmental objectives so visual staff is well informed. Participate in divisional and regional prototypes and renovations. Notes
VISUAL MERCHANDISING
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Copy Right: Rai University
