“It’s not just dressing mannequins”

As the ladieswear visual merchandiser it’s my job to create an inspiring fashion experience for customers that helps them to not only find things they know and like, but also to see new combinations that entice them to step outside their comfort zone.

It is also important to represent the in house style and brand ethos, and make the customer feel that H&M is a desirable brand that they would be proud to be seen in.

Visual merchandising covers all aspects of the customer experience, from mannequins to window displays, store layouts and the clothes themselves.

To inform my visual choices within the store, I keep up to date with the latest trends and best practices.

The work that I do has a direct impact on the store’s KPIs and sales performance, which in turn is fed back to allow me to monitor how effective my work is and make changes when needed.

As a flagship store we sell exclusive collections and collaborations that aren’t available to all branches.