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F21 Dubai Mall

Dubai Mall is the location for Forever 21’s flagship store in the GCC region with a turnover of around 250-300,000 AED (£45,000-£50,000) per day. Such is the importance of this store I would make daily visits to ensure the merchandise was in line with the standards and updates set by F21 Headquarters in the USA.

Following the set directives I would use Dubai Mall as my base to implement mock shops as occasionally the directives sent from the US would not work or be suitable for the GCC territory. By creating mock shops, I was able to use my creative flare and step out of the box to be more commercial throughout our territory. Once completed, I would relay all communication to Middle East and UAE stores, as well as to the new territories of South Africa, Australia and Russia depending on the merchandise that needed to be updated and implemented.

Welcome to my website

My name is Louise Watling, I am a visual merchandising professional with 8+ years experience working in the UK and abroad. I specialise in the management, development and delivery of all creative retail communications. I was recently involved in managing all creative input, production and installation for the Missguided flagship store launch at Westfield Stratford UK whilst working as Project Manager for Vision On.
Previously I held the position of Regional Visual Manager for Forever 21 in Dubai where I oversaw a team of 40+ Visual Merchandisers across 16 stores spread throughout the UAE & Middle East. I would regualarly lead quarterly training workshops for 70+ people and opened new flagship stores in Russia, Lebanon, Muscat, Abu Dhabi and Dubai. I am passionate about maximising the visual impact of retail space and the difference it makes to sales and the growth of the business.