Chưa có tác phẩm nào gắn tag này.
Khi vào Apple Store thấy product elegantly displayed, table layout invite touch, lighting perfect, khi Uniqlo flagship Hà Nội có window display theo season, mannequin styled chuẩn brand, khi Zara TPHCM rotate window display weekly, khi VinMart+ có planogram detail cho từng category — đó là tác phẩm của Visual Merchandiser.
Visual Merchandiser là chuyên gia thiết kế in-store + window display + lookbook — orchestrate visual storytelling tại retail space. Convert browser → buyer. Apple Store, Uniqlo, Zara, H&M, Dior display đều có Visual Merchandiser orchestrate. Critical cho retail performance + brand experience. Field grow với omni-channel + experience retail trend.
Visual Merchandiser (VM) là chuyên gia visual storytelling cho retail. Phân loại theo focus: (1) Window Display VM — window dressing, eye-catching street; (2) In-store VM — interior, table, mannequin, shelf; (3) Flagship VM — large concept store; (4) Visual Marketing — campaign + cross-channel; (5) Lookbook + Catalog VM — print + digital. Phân loại theo career: (1) VM Assistant; (2) VM; (3) Senior VM / Regional VM; (4) Head of VM / National VM; (5) Global VM Director. Phân loại theo employer: (1) Luxury brand — LVMH, Kering, Richemont, Dior, Hermès; (2) Fast fashion — Zara, H&M, Uniqlo, Mango; (3) Department store — Selfridges, Lotte, Diamond Plaza; (4) Tech retail — Apple Store, Samsung Experience; (5) Local brand — Vingroup retail, Routine, IVY moda, Catsa. Phân loại theo product: (1) Fashion apparel; (2) Accessories + jewelry; (3) Cosmetic + beauty; (4) Tech + electronics; (5) Home + lifestyle.
Khác với Store Designer / Retail Designer — Store Designer architecture + fixture (permanent), VM display + product (changeable). Khác với Stylist — Stylist client-side (celebrity, editorial), VM retail-side. Khác với Brand Designer — Brand brand-system, VM apply brand at retail. Khác với Buyer / Merchandiser commercial — Buyer what to sell, VM how to display. Hợp tác chặt với: Buyer + Merchandiser (commercial), Store Manager + Staff, Marketing team, Brand Designer, Photographer (lookbook), Stylist (lookbook), Construction + Fabricator.
Visual Merchandiser — retail storyteller
Visual Merchandiser hoạt động seasonal cycle — 4-12 collection / season per năm. Báo cáo Head of VM / Marketing Director / Store Manager. Per display: 1-2 tuần concept + 1-3 ngày execute. Mix office + store visit. Travel cho regional VM. Physical work + creative work mix.
Foundation. Brand yêu cầu absorb: season story, collection theme, target customer. Buyer + Merchandiser align: which product highlight, inventory level. Marketing campaign align: cross-channel consistency. Reference + mood board: trend, competitor, art reference. Concept proposal: window + in-store concept sketch + render. Brand approval: HQ / Creative Director sign-off.
Concept + plan
Cốt lõi. Window display execute: theme, prop, lighting, mannequin styling — eye-catching street. In-store layout: traffic flow, focal point, product zone. Planogram: shelf-by-shelf product placement, brand block. Mannequin styling: outfit coordinate, pose, accessory. Table + display fixture: rotation, frequency. Lighting adjust: spotlight product. Signage + price tag: clear, brand-aligned.
Window display
In-store + planogram
Multi-store rollout: 10-100+ store nationwide, same display. VM guideline document: detailed cho store staff thực hiện. Store visit + train: Regional VM travel between store. Store staff training: how maintain display. Photo + report: per store compliance. Refresh + rotation: schedule update.
Multi-store rollout
Lookbook production: VM coordinate photoshoot — set, styling, photographer. Catalog production: print + digital. Sales data analyze: did display drive product? Lift % per display change. Customer behavior observe: in-store, heat map. Iterate per data: A/B test display. Competitor scan: ongoing market intelligence.
Lookbook + measure
Symmetry, balance, focal point. Repetition + variation. Visual rhythm. Read: "Visual Merchandising and Display" (Pegler + Kong), "Silent Selling" (Diamond).
Color theory. Seasonal palette. Styling trend. Outfit coordinate. Layering. Read: "Color: A Workshop for Artists and Designers" (Edwards), fashion magazine subscribe.
Layout in 3D space. Sight line. Customer journey. Traffic flow. SketchUp / Cinema 4D basic. Hand sketch.
Hiểu retail metric (sales per sqft, conversion, basket size). Customer journey + dwell time. Hot zone vs cold zone. Read: "Why We Buy" (Underhill).
Climb ladder. Carry mannequin. Giờ làm dài standing. Power tool basic (drill, glue gun). Tape measure literate. Field work + creative work mix.
Photoshop + Illustrator mockup. SketchUp + Cinema 4D 3D viz cho concept present. iPhone photography for documentation + report.
Nền tảng: Fashion Design, Visual Merchandising, Retail Design, Interior Design, Marketing. VN: RMIT Fashion Marketing / Interior Design, FACE Fashion School Visual Merchandising course, HBR International Fashion Academy, ĐH Mỹ thuật Công nghiệp Nội thất / Đồ họa, ĐH Kiến trúc Nội thất, RMIT Interior Decoration. Quốc tế (top): Fashion Institute of Technology FIT New York Visual Presentation, Central Saint Martins Fashion Communication and Promotion, London College of Fashion Fashion Visual Merchandising, Istituto Marangoni Fashion Styling and Visual Merchandising, Parsons Fashion Marketing.
Entry. VN: Vincom Retail (chuỗi Vingroup), Saigon Centre, Diamond Plaza, Aeon Mall, Lotte, Takashimaya Vietnam, Crescent Mall, Saigon Square; brand fashion Vietnam IVY moda, Catsa, NEM Fashion, Vascara, Juno, Eva de Eva, Routine, KaShi, Format, MARC, John Henry, Triumph Vietnam; international Vietnam Zara, H&M, Uniqlo, Mango, Charles & Keith, Pedro, Pull&Bear, Bershka, Old Navy; luxury Vietnam Louis Vuitton, Hermès, Dior, Chanel, Gucci, Christian Louboutin (Tràng Tiền + Saigon Centre + Crescent). Quốc tế: LVMH, Kering, Richemont, Tapestry (Coach + Kate Spade), Capri Holdings (Michael Kors), Inditex (Zara + Massimo Dutti), Fast Retailing (Uniqlo), H&M, Apple Retail, Samsung Experience.
Full role. Own flagship / region.
Senior. Multi-store oversee.
Top role. Brand-wide visual leadership.
Lộ trình dài hạn: (1) Global VM Director luxury brand; (2) Founder VM agency / consulting; (3) Crossover to Retail Designer + Store Designer; (4) Brand experience consultant; (5) Crossover to Fashion Stylist editorial; (6) Educator + course creator. Lương: VN VM junior 12-25M/tháng; mid 25-50M; senior 50-100M; Head of VM 100-220M+. Quốc tế: $55K-$85K junior; $85K-$140K mid; $140K-$200K senior; $200K-$400K Director. Luxury brand premium. Vietnam fast fashion + retail expansion → demand surge. E-commerce + omni-channel boom → digital VM emerging.
