4 In-Demand Design Careers in Retail

Retail design used to involve a few simple questions such as where to put the checkout counter and how big it should be, says Gordon Russell, CEO and founder of In the Pink Lilly Pulitzer stores and founder of Springboard Retail . Now, it incorporates other aspects of design such as how store flow compliments different brands and how mobile technology affects point-of-sale treatments.

These four in-demand retail design careers show how the industry’s relationship to design is changing.

Visual merchandiser

People involved in visual merchandising oversee window design, in-store fixtures and product flow, says Devin Pappas, who works as a store manager and visual merchandiser at Patchington . Visual merchandisers work closely with the marketing department to ensure the weekly window design is consistent with theme of direct mailings or web promotions. They also work with buyers to plan out merchandising schedules.

People who work in these positions must have an eye for detail and know how to research trends in the retail niche to stay up to date, Pappas says. They have to communicate well and take useful photos so store managers can execute their designs exactly.

Knowledge beyond design is required, too. Visual merchandisers must be able to provide a substitution list in case certain products sell out or aren’t in stock, especially in low-volume stores, Pappas explains. They must also be able to train others to adjust the sales floor layout based on the inventory levels through peak season and slow season, by increasing or decreasing the number of fixtures in the store.

Creative technologist

Disciplines in retail are intersecting more than ever, says Thomas Butch, director of client services at retail design agency Guild . Some of the most in-demand roles are those that incorporate traditional brand marketing with technology. That includes creative technologist , which involves researching and developing new ideas and communicating the brand’s story via digital platforms, such as apps or websites.

When retail design intersects with technology in positions like these, Butch says job seekers need to be able to talk about design, branding, strategy and technology, all within the complex context of the retail design landscape.

Graphic designer

Brands are looking to seamlessly integrate customers’ digital and physical experience, Butch says. “A graphic designer must be able to captivate and tell the brand story through digital imagery.” Graphic designers in retail design may perform a wide variety of job duties, such as designing for ads, store displays, websites or other displays.

Architectural designer

As people’s shopping habits change, the stores’ layouts and looks are changing. For example, some retailers are using smaller kiosks to create multiple checkout stations throughout their stores, instead of large counters people stand behind, Russell says. “Those are really interesting design elements — how do you build the kiosk? What should it look like? Things have totally changed, especially in specialty retail.”

The architectural designer must be able to tell a brand’s compelling story through these different mediums, Butch says. Skills include an understanding of how to design space efficiently within given parameters, Russell says. In some cases, it may involve designing store fixtures; in others, it may focus on store layout.