Lucian Ferreira

Creative Visual Merchandising and Commercial Coordinator with over 16 years of experience across global fashion brands including ALDO, TOPMAN, Zara (Inditex), and H&M. Skilled in window concept development, mannequin styling, space planning, and cross-border team coordination. Combines commercial awareness with a passion for fashion, art, and design to drive brand image and sales.

Visual Merchandiser (Window Focus) at H&M (2023-01 – 2025-01)

Executed window displays and in-store garment presentations according to H&M Commercial Handbook standards, creating cohesive brand presentation and driving sales through visual storytelling.

• Executed window displays and in-store garment presentations according to the H&M Commercial Handbook, creating a clear 'red thread' from windows to A-area with wearable buying suggestions
• Secured a high level of styling and fashion inspiration in both windows and indoor displays to drive customer exploration of personal style
• Collaborated with the Department Manager to identify and maximize commercial opportunities within H&M brand guidelines, executing floor moves based on joint decisions
• Maintained up-to-date knowledge of current fashion trends; shared and educated store teams on seasonal trend information, upcoming campaigns, and brand standards
• Completed all window morning routines daily before store opening; painted and maintained windows as necessary to ensure pristine presentation
• Managed sample picking and executed floor moves to create clear stories that inspired customers and drove sales
• Ensured quantity and maintained condition of all incoming visual props and marketing material with a sustainability mindset
• Trained and developed store colleagues' visual and commercial skills through regular coaching on garment presentation aligned with the Commercial Handbook
• Adapted store planning according to business needs and budget from the Commercial plan

Image Specialist / Commercial Coordinator at ZARA (Inditex) (2015-09 – 2022-06)

Led brand image execution across 9 stores nationally, managing teams and coordinating with global headquarters to ensure consistent visual merchandising standards and seasonal theme implementation.

• Led brand image execution across 9 stores nationally, managing a team to ensure consistent visual standards
• Sourced props, fabrics, hardware, and lighting while managing budgets and negotiating with suppliers
• Created visual merchandising packs for layout, window dressings, and signage, communicating guidelines to store teams
• Collaborated with logistics, marketing, and Inditex's global commercial team in Spain to plan seasonal themes months in advance
• Trained store staff on VM techniques to improve commercial outcomes

National Visual Coordinator at TOPSHOP & TOPMAN (2014-11 – 2015-08)

Managed graphic installations, window schemes, and seasonal setups across 3 national stores. Brand ceased SA operations during this period.

• Managed graphic installations, window schemes, and seasonal setups across 3 national stores
• Researched trends and conducted competitor (comp) shops to maintain market awareness
• Led teams to meet tight display deadlines; oversaw promotional events including 'Student Late' nights

Assistant Manager at ALDO (2008-04 – 2014-10)

Supported store operations with focus on recruitment, training, and development of sales team while ensuring visual merchandising compliance with corporate standards.

• Supported store operations, recruitment, training, and development of sales associates and stock controllers
• Ensured VM compliance with ALDO Group corporate standards while surpassing sales objectives

Training Certificate in Image Specialist Training – Inditex International Headquarters

NQF 5 in Management in Wholesale and Retail Operations – Unknown (2012)

National Senior Certificate in Matric – Hoër Tegniese Skool Bellville (2007)