The joy and excitement of window shopping is made possible through the efforts of window dressers. Window dressers work at retail locations to set a tone for the store and lure customers inside. Sometimes the window displays at a large department store tell a story, while other window displays feature merchandise or announce a sale. Window displays are one of the most powerful tools retailers have as to connect with potential customers.
Window dressers create interesting displays in the front windows of a store to drive profits. One retail display coordinator in Fort Worth, Texas, is responsible to "interpret home office visual department communication to create an innovative, compelling and well executed visual environment." They coordinate with the goals and strategies of retail businesses to draw attention to the store during sales and at other key times.
Window dressers are responsible for the outside windows of a store, whether they face outdoors or into a mall. Many window dressers are responsible for all the visual displays within the store. If the shop is part of a large chain, the corporate headquarters creates the vision for all displays and the window dresser implements the vision. Some window dressers travel to various locations of the same chain to set up the display in each store. If the shop is not part of a chain, the window dresser often has the freedom to design and implement the display.
Many positions as a window dresser require an associate's degree or bachelor's degree in visual merchandising or a related field. This is an entry-level job, although an apprenticeship or internship is recommended.
Window dressers must be very artistic. They must understand the business goals of the store and cooperate with the manager. They must work well alone and on a team. They need to manage their time well to meet deadlines. They must be trustworthy, responsible and able to follow directions.
Some retailers prefer to change window displays only when the store is closed. Therefore, window dressers work overnight and must complete their work before the store opens in the morning. Many stores change the window display about every six weeks.
Salary and Job Outlook
According to the United States Bureau of Labor Statistics, merchandise displayers and window trimmers made an average of £8.10 per hour or £16,880 per year in 2009. These positions are expected to grow between 7 and 13 per cent by 2018, which is an average rate of growth.