Print version Recommend this page Press release
25/ 2004
Bonn, 15.07.2004
A job for creative people: visual merchandiser
"Visual merchandiser" is the new title of a three-year training occupation, valid from 1 August 2004, for creative young people who have a good feel for the latest trends and lifestyles. It replaces the occupation of "Display designer" which has been in use for over 20 years, and introduces radical changes in content as well as in appearance. The new training regulations were updated by management and employee groups under the guidance of the Federal Institute for Vocational Training (Bundesinstitut für Berufsbildung - BIBB).
While the key task of "Display designers" 01 was to decorate and design display areas, the new qualification profile for "Visual merchandisers" focuses on modern marketing concepts, in other words: visual marketing, or "visual merchandising". This includes display area design, the organisation of events, the development of promotional campaigns, the organisation of customer forums and other publicity measures aimed at presenting goods, products and services in the best, most up-to-date way possible, to promote sales and to underline corporate objectives.
In order to meet these new, extended professional requirements, the updated training specifications have been expanded to include
- The professional use of graphics, layout and image processing programs,
- Commercial elements covering the planning, calculation and success monitoring of visual merchandising,
- Basic commercial topics which provide the necessary knowledge for trainees to establish their own business.
Updating and extending of the range of professional tasks also entails extending the field of activity, and therefore also the range of potential training companies, for visual merchandisers. The "old" display designers were generally responsible for the appropriate visual appearance of display windows, advertising spaces and sales areas - tasks which still apply, and which are also incorporated into the field of activity of visual merchandisers. But they also work at trade fairs and exhibitions, as well as in industry (manufacturing companies) and advertising design and product display companies.
- At trade fairs and exhibitions, they are responsible for the concept, creation and design of experience rooms, events, sales activities and other campaigns.
- In industry, they are employed in commercial marketing, in order to develop recommendations for product marketing which are made available for use by commercial partners.
For further information on the new training occupation of "Visual merchandiser":
"New occupations in 2004" in the Internet under www.bibb.de/de/11772.htm
Contact persons at the BIBB for the training occupation of "Visual merchandiser": Anita Krieger, tel.: 0228/107-2424, email: krieger@bibb.de and Hannelore Paulini-Schlottau, tel.: 0228/107-2423, email: paulini@bibb.de .
