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Visual Merchandising

Creating eye-catching visual displays for the windows and interiors of shops and department stores designed to maximize sales.

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Why is this skill important?

A professional in the field of visual merchandizing and window dressing creates window and interior displays in shops and department stores, aiming to maximize sales by communicating with the target audience and creating a “WOW” reaction. Today it is accepted that the skills of the visual merchandizer play an increasingly important element in the marketing and sales mix of a successful retail business.

A visual merchandizer undertakes activities that are grounded in researching and interpreting a project brief; knowing market trends and target audience; and working with products and props to create an eye-catching display.

With the dynamic globalization of visual imagery, there are many commercial and international opportunities for the skilled professional in this field. They need to understand, embrace, and want to work with diverse cultures, trends, and fashions.

Could this skill be for you?

If you like:

  • Making things
  • Craftsmanship
  • Being creative

You should also take a look at:

The Challenge

Important elements of the challenge include:

  • Competitors will produce drawings for a unique window display design.

  • It is important to demonstrate the ability to follow a research brief and develop a suitable theme for the target audience.

  • Competitors will organise and complete window installation in timed conditions.

  • Judges are looking for Competitors who can develop original and eye-catching concepts.

Skill sponsors


Medal Result Competitor Country/region
Gold 744 Pien Hoveling Netherlands
Silver 725 Umar Nurshinov Russia
Silver 725 Catherine Abbott United Kingdom
Medallion for Excellence 719 Johanna Hansson Sweden
Medallion for Excellence 715 Chi Sing Lung Hong Kong, China
Medallion for Excellence 703 Ana Jacinto Brazil
Medallion for Excellence 701 Salla Käyhkö Finland
Medallion for Excellence 700 Linda Vilka Latvia
684 Chujie Sun China
680 Melvin Suckow Germany
680 Nitish Kumar India
678 Weng I Kok Macao, China
672 Muhammad Zafhir Nordin Singapore
670 Shahad Al Hosani United Arab Emirates
652 Nazar Gorbachyov Kazakhstan

How to compete

To reach the level of skills required to compete in a WorldSkills Competition takes several years of training and dedication. But the best time to start is now.

Find out more about how to take part in a WorldSkills Competition.