Visual merchandising: a neglected area in UK fashion marketing?

This paper outlines recent research which demonstrates that the re‐naming of display as visual merchandising has led to centralisation and professionalism of the function. Centralisation of visual merchandising has given the function a strategic profile which has to date been neglected within the literature. The move towards centralisation and therefore increased professionalisation and sophistication of the creative process is discussed and includes the following benefits outlined by the respondents: (1) communicating a cohesive brand image; (2) differentiating the offer from the competition; (3) integrating promotional effort across the brand; (4) increasing availability of technology to facilitate the process. The paper concludes with future research avenues and recommendations.