24 Visual merchandising of multiple chain stores Chain stores will have a similar visual merchandising structure to that of a department store. However, each store may not have the luxury of its own in-house visual merchandiser. Instead, one visual merchandiser or a team of visual merchandisers may travel from store to store in a chain, covering specific areas of the country. For any major promotions, such as Christmas and sales, other visual merchandisers may be drafted in to help. However, visual merchandising is usually undertaken by just one individual. Working for an area manager, the visual merchandiser in a chain will be recruited through the firm's The flagship store in a chain--usually the largest and most prominent--often has the most elaborate window displays. Because they often vary in size, individual regional stores will have window schemes tailor-made to suit the size of the windows. Budgetary constraints may also mean that they rely on more economical and simpler window schemes, such as printwork that may form a backdrop for the product, which can be installed by just one visual merchandiser. Communication is paramount for a visual merchandiser in a chain store, as he or she has to ensure that all of the stores launch the same product in their windows at the same