With over 26 years of global experience in areas as diverse as fashion retail, luxury gifts, leather goods and travel retail accessories, Nuno Rosa, Creative Head of Visual Merchandising & E-Commerce Styling Manager at VERO MODA INDIA, obviously has a lot of insights to share when it comes to the dynamics of VM. In an exclusive conversation with Retail4Growth, Nuno Rosa shares his views on the impact of Visual Merchandising on business outcomes, some do’s and don’t’s to make VM serve both the creative and business purposes and much more.

Having had over 26 years of experience in the industry and working across 3 continents, how would you describe the evolution of VM?

Visual Merchandising has been on a path of continuous evolution and it has been evolving majorly through high street fashion brands that are getting implemented in markets like Mexico, India, and South Latin America. These markets continue to exemplify one of the best-in-class product merchandise and are bringing daily runway and commercial high street fashion in all categories, making it very accessible to all the consumers. Thinking local with a global approach has been pretty much the success of visual merchandising nowadays

How do you think VM impacts the business?

Nowadays VM has a very strong role of play especially because there is greater access and exposure to innovative new design, thanks to social media platforms. When I started 20 years back, there were no social platforms or even the internet to find the right information. I used to go visit malls and observe retail stores that were eye-catching and try to understand their visual presentation. Today information is easily accessible - be it on fashion, architecture or design. So all the arts are now linked together and it's interesting to see retailers taking on new challenges to ensure their standards and brand presentations are taken into account across all business channels.

Read the full interview in the August 2019 issue of VM&RD.

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