Balenciaga Spotlights an Internal Success Story of How a Sales Associate Became the Visual Merchandising Manager

expanding her remit from one to one selling to team leadership, sales performance, and retail operations in a very different market context. The move reflects the kind of internal mobility Balenciaga is increasingly leaning on in Asia, where it continues to expand its retail footprint and leadership bench.

Moving to Headquarters and Shaping the Store Experience In 2023, Jina transitioned from the store network to Balenciaga’s headquarters team in Korea, taking on the role of Visual Merchandising Manager.

Today, she is responsible for helping to shape global visual guidelines and adapting them to the realities of local markets, partnering with store teams to ensure that windows, product adjacencies, and in store storytelling are aligned with the brand’s evolving creative direction.

Visual merchandising has become a critical lever for Balenciaga as it enters a new chapter under Creative Director Pierpaolo Piccioli, whose vision foregrounds intimacy, emotion, and the relationship between body and garment…