Visual Commercial

Men's Department | Zara
Project Overview
Being part of the fashion and retail industry took me to  a next level of team work, where I found myself able to multi-task and communicate effectively better than ever. I started my role in Inditex Group as a sales assistant at Zara Leiden and developed myself to the visual commercial position in the same store, moving later to the mall at Leidschendam. Where I had the opportunity to work next to the region commercial team and went through trainings at the pilot store (Zaandam).
My Contributions
With weekly strategies and actions, I was responsible to adapts collections and make sure the areas were always up to date and not neglected, this would help to achieve a continuous increase of sales. Below you can check some examples of my own visual merchandising techniques.
With my work I provided to the customers what the brand has to offer in merchandise, ideas and lifestyle. The visual strategies for the store were made in order to attract the public eye and promote ZARA as a great brand.

Leidschendam

Westfield Mall is the 1st retail, leisure and entertainment destination in the Netherlands.
Defining, designing and implementing a creative VM strategy has always been a passion for me.

Zara Leiden frontal mannequin.

Daily Tasks

Among my tasks I needed to make sure that samples were replenished everyday, check items which are not selling and replacing them with potential items, check the ranking on the tables and place accordingly, try to push the new items on the mannequins and contact the Product Manager to request items which are sold out or broken sizes.

The coordination were followed by different customer groups, that would help to guide customers throughout the store and make them look more aesthetically pleasing. A store map was created to divided three kind of customers from ZARA (Man | Global | Denim) - plus the circular area. With that we were able to take actions and define the areas from the store, based on their peculiarities.

Leiden

This mega store has been specially developed for the retail chain that runs from Haarlemmerstraat to Stille Rijn. The Leiden store offers women's, men's and children's clothing. The different departments are spread over three floors.

Zara Men's Department
Visual Commercial
October 2020 - March 2022
My knowledge in RFID and TGT allowed me to:
- Money Mapping: Giving a location to all the itens in the store, that would help sales assistants to find the clothes easily.
- Virtual Window: Select single items and move for the Virtual Window, where the products were transferred to the "last chance to buy" category in the website and app.
- Coordination: Plan the new collections, create new areas, increase or decrease displays, change signs (price or clothes information/details), bring extra furniture, recover items.
- Stock: Stocking in, take care of deliveries two times in a week, keep stock levels under control.
- Cashier: Complete transactions at the checkout and give authorization for returns.
- Online: Prepare online packages.

Sales

Displays are crucial, but so are texts that provide information. Signage can be effectively used to highlight certain merchandise products, guide customers to a collection, and share information. That was the case during sales, where I needed to adapt the store so the customers could understand and interact with the product. Taking advantage of the low prices, but also getting to know the new collections.

Black Friday

For that date a big change in the store was necessary, with the help of our team we were able to changed the store layout in a short period and be ready for an excellent day of sales.

"The purpose of visual merchandising is to promote the store image; to let people know what the store is, where it stands on fashion trends, what one can expect inside the store, to whom it appeals, its price range, and the caliber of its merchandise and merchandising." Martin M. Pegler

Autumn/Winter Collection

I needed to adapt the clothes in accordance to the local weather. For example: As the weather is decreasing, try to push jackets, scarves, gloves and beanies on mannequins, tables and frontal looks. Especially in Netherlands, where the weather can change drastically in a week.

During this season working with layers also helped with cross-selling, where customers used to try and buy the complete looks that were on display.
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Autumn/Winter collection Zara Leiden
Autumn/Winter collection Zara Leiden.
Autumn/Winter collection Zara Leiden.

Share the love

Always looking for challenges, my co-workers and I participated in photo shoots to promote and interact with other employees from the INDITEX group. That was a nice way to show our style and express ourselves through fashion.
Besides that the company provided me with some courses within its app.
- Fashion today;
- Book of garments;
- Colors, fabrics and figures;
- New customer experiences;
- Trends and collections;
- Footwear course;
- History of fashion;
- Customer service series;
- Customer service for people with disabilities.

Inditex challenges.
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