Published on Career Center on ClassifiedPost.com

Building brand image is not just window dressing

As an international shopping destination, Hong Kong boasts some of the world's most creative and eye-catching window displays. Credit goes to visual merchandisers who combine art and commerce to please the eye and fill the till.

Vincent Chong, a visual merchandising manager for an international fashion label, says brands are becoming more aware of the importance of properly presenting their products and building an image.

"In Hong Kong, the fashion industry is the largest client for visual merchandising, followed by furniture stores," he says.

Visual merchandisers must present a company's products to match the image of the brand while impressing customers.

"The colour tone, lighting, music, the staff uniform - all these contribute to bu