Visual merchandising is a marketing strategy used in the point of sale in order to get the customer’s attention and it highlights the brand and its products. In an accessories network as Balonè Fashion Bijoux, VM has great importance and requires a dedicated professional with a daily view in order to keep the same standards in the entire network.

Sarah Medeiros, responsible for VM of Balonè and Love Brands, a chain’s brand, explains that, as the chain has 30 operations, it is easier to participate in the routine of the most of them. "We make tests and assemblies of storefronts in pilot stores, and then and we pass to all units of the chain. It is required a lot of planning to suggest and perform a new design, as Balonè has different types of stores, and sometimes, what is good in one store maybe is not in another".

In every campaign, new trends are presented to the consumers, and the stores need to follow the same standard of VM within the limitations of every architectural project. Sarah says that she is always in contact with the consultants, franchisees and sales teams. "It is part of our job make them bet on that trend, in that fashion movement, as we bet. They need to understand the importance of following our instruction and why we do so. Our job goes beyond the aesthetics and visuals. Our goal also is to make the stores sell more and have great results".