Brent's answer is good – he's right that the look of a page can be determined by which modules are assigned, which VM layout is used, and by assigning different Joomla Templates/Styles to different menu items.
One issue that arises a lot with complex components like VirtueMart is that it can be awkward to assign different templates (or modules) to different menu items. This can mess up your menu structure, and there are times when VM will decide on a different menu item to display something rather than what you thought it should. So that messes up the modules and templates/styles. This is part of the down-side of having a menu-item-driven assignment system.
AMM is good for assigning modules to different pages independent of menu item - as is MetaMod (which has explicit VM support).
For assigning templates/styles to different pages in VM I would suggest Chameleon. Chameleon has form controls for selecting lots of different factors about VM (e.g. all the sub-page types, category of the item, cart contents and more) and you can use any of those factors to trigger a certain template/style. It can also trigger other actions like adding CSS/JS to the page, removing arbitrary menu items, switching the home page, etc.
So ultimately, using Brent's techniques and with Chameleon, MetaMod and/or AMM, you have a huge amount of control about how individual pages in VM look.