Visualistheold, new,experienceisthe specialityanddesignisthe attheend

Discussion and Findings

Shortlist

Potential Titles

Reimagining the Future of VM

Discussion Notes

• The role is much more than VMLess creative and more commercial/ strategy. Train students more on commercial /strategy side of the business?

• Less about window dressing and more about display

• More involvement in retail strategy

• Possible name – Creative Retail Strategist

• VM involvement in the marketing/ retail strategy should increase

• Floor managers challenge the VM daily – train VM teams to collaborate and communicate

• Job Specification - ‘Field Visual Merchandiser’

• Needs a balance between creativity and commerciality for student learning

• Dutch educational model – 2 year – commercial with creative; 4 year –more in depth, related to running the business

Reimagining the Future of VM - Notes

• Should work experience be in a block? 6 weeks –Monday to Friday

• Umbrella projects with other courses in the university –South Africa

• Briefs could question the ability of the brand to be showcased in physical and digital format - Bigger picture; Industry led brief; Commercial/Innovative and creative solutions are necessary - not just ‘pretty pictures’

• Upskill VM’s in practice – photography, exhibition stand design, fashion, styling, marketing, television, set design

• Lack of prop makers in Ireland

• Industry placement is vital in the course

• Graduates could make contact with creative directors where possible - phone, social media, in person

• Use AI to benefit your design process – the words inputted can be key – Know your enemy! Lean in to the new technology

• 30 years from now – lifestyle orientated, sensory, experiential? Still all about retail and the bottom line?

Reimagining the Future of VM FINDINGS

Findings from Discussion

• The role is much more than VM - Less creative and more commercial/strategy. Train students more on commercial /strategy side of the business?

• More involvement in retail strategy

• Possible name – Creative Retail Strategist

• Needs a balance between creativity and commerciality for student learning

• Should work experience be in a block? 6 weeks –Monday to Friday

• Upskill VM’s in practice – photography, exhibition stand design, fashion, styling, marketing, television, set design

• Industry placement is vital in the course

• Graduates could make contact with creative directors where possible - phone, social media, in person

• Use AI to benefit your design process – the words inputted can be key – Know your enemy! Lean in to the new technology

• 130 years from now? Already happening! – lifestyle orientated, sensory, experiential? Still all about retail and the bottom line?

• Sustainability

Innovations in Visual

Merchandising

Education and Industry

Innovations: what can we do differently and what do students want from their future careers?

• “Not just about VM, we can do so much more”.

Findings From Discussion

• Teaching core principles and building on the application is key.

• People don’t know about VM –“We have to explain what we do!”

• Industry doesn’t understand the full capabilities or capabilities of a VM specialist.

• Retail needs to be perceived as a desirable profession (current stigma).

• Courses need to deliver more opportunity (Unit/module range and scope) to support awareness and application of VM innovations.

• Digital needs to be more prominent in VM and the role regarding content needs to be defined.

• Recognise Multi-channel capabilities and solutions (Omni Channel projects).

• Awareness of AI implications (Use of Images/word prompts – physical product not required and how this will affect the design process.

• Profitability of the VM Specialism is still important and needs to be quantified (ROI – Increase in revenue).

• Sustainability is now built in (embedded) and evident in VM practise.

• We keep coming back to technology – these are the Game Changers.

• Brand experience is of the highest importance.

• Immersive Brand Discovery within a physical or Digital environment

To Note :Everyone can engage with a virtual environment which can be used to support and benefit the brands within the physical space environment