1. FEBRUARY 20 2016 / Drapers 31
CAREERS WITH
Interview by ABBY JACKSON
M
y mornings are
precious. I’m up
before the birds, so a
shower and strong
coffee are essential. I try to get to
my stores early to make the most of
the golden hours before they open.
A well-planned and executed
morning ensures the shop floor
looks great for the rest of the day,
and the customer has a pleasant
shopping experience.
There is no typical week for a
field visual co-ordinator, which is one
of the reasons I love my job. Being
responsible for more than 20 stores
and concessions of various shapes
and sizes brings challenges and
opportunities. I’m responsible for
Bristol, Cardiff, Reading, Exeter,
Southampton,Bathand Cheltenham.
In an average week I could be in
a different city every day across
England and Wales. I get to be
creative every day, whether styling
mannequins or producing shop
floor and window displays. One of
the most rewarding aspects of my
job is helping to coach and develop
other members of staff.
Changing a store layout is
influenced by many factors: trade,
product, company direction, season
etc. The “Oasis Style File” is created
in one of the London flagships and
rolled out across the country,
starting with our large “brand
experience” stores. As a brand we
change the interior layout
significantly every month, then
weekly and fortnightly we make
smaller-scale tweaks. We react to
sales from the previous week,
reflecting on what packages have
worked well and moving different
packages around the store.
Our windows have a scheme
that reflects the marketing
campaign across all channels, which
changes seasonally.
The mannequin outfits
are updated weekly or
daily, depending on
product sell. With new
product daily in a
competitive market, it’s
important the floor is
constantly updated to
showcase product in
the best way.
I analyse sales and
performance data, sign
off floor plans, and train
team members. I work
mainly with store
management, store
team and interior visual
merchandisers. I keep
Hanna KILLE
up to date with competitors such
as Topshop, Zara, Warehouse
and & Other Stories, as well as
Anthropologie, Urban Outfitters
and independent boutiques, for
styling and display inspiration.
There are seven field visual
co-ordinators reporting to the visual
manager. The territories are split:
northwest, Scotland and northeast;
Ireland and Northern Ireland;
southeast and south central;
London; southwest; and the
Midlands. We’re a close-knit family,
communicating every day via email,
phone and WhatsApp. We share
best practice and creations in our
stores. We then come together at
our monthly “Style Files” meeting
at one of our London flagships.
Open communication with
stores is key. I’m not in the same
store every day, so it’s crucial that I
create an environment that my
teams enjoy and carry with them
when I’m not there. I work closely
with store managers and their
teams on my visits, and keep in
touch by phone and email.
My priority is to make sure all my
stores achieve their potential
visually and commercially, and to
give our customer what she wants
so she doesn’t leave empty handed.
One of my main tactics is to ensure
the must-have outfit is visible in
key sightlines so they can shop
the entire look.
Over the past five years I’ve been
part of numerous initiatives, such as
the development of our “House of
Oasis” store concept in 2011. My
stores in Cardiff and Bristol Cribbs
Causeway are “House of Oasis”
concept stores.
My favourite store layout was
our Victoria and Albert Museum
collaboration for spring 15. We
launched it at the back of the store
rather than the front, which initially
sounds controversial but the back
single hanging rail is a prime selling
space, sitting directly underneath
video footage of the campaign
photoshoot featuring model and
TV presenter Laura Jackson.
EDUCATION
2005-2008 BA (Hons) Fashion
Design, Birmingham City
University
CAREER
2014-present Field visual
co-ordinator, Oasis
2011-2014 In-store visual
merchandiser, Oasis
2010-2011Accessories visual
merchandiser, Topshop
2009-2010 Supervisor,
Warehouse in Selfridges,
Birmingham
MY OTHER CAREER …
... would be an acrobat in a
travelling circus, waking up in
different cities, meeting unique
people and experiencing new
traditions, while incorporating
my love of dance.
To feature on this page email
charlotte.rogers@emap.com
Oasisfieldvisualco-ordinatorforthesouthwest
Museum piece:
V&A collaboration
for spring 15
was a favourite