Page 208 - DMGT552_VISUAL_MERCHANDISING

Pavitar Parkash Singh, Lovely Professional University Unit 11: Window Displays

Unit 11: Window Displays Notes

CONTENTS
Objectives
Introduction

11.1 Window Display—Meaning and Scope
11.1.1 Importance of Window Display
11.1.2 Emerging Trends

11.2 Window Display vis-à-vis Merchandise
11.3 Types of Setting
11.4 Promotional Display vs Institutional Display
11.5 Window Display—Construction
11.5.1 Ways to Use Your Window Display to Boost Your Sales

11.6 Summary
11.7 Keywords
11.8 Review Questions

11.9 Further Readings
Objectives

After studying this unit, you will be able to:
 Explain Meaning and Scope of Window Display
 Evaluate Window Display vis-à-vis Merchandise

 Discuss the Types of Setting
 Explain the Promotional Display vs Institutional Display
 Describe the Window Display—Construction

Introduction

Window display is emerging as the new mantra in retail and is fast changing from a dull,
uninteresting exhibition of wares in the store window to a dynamic form of advertising. Retailers
are recognising the importance of window display as the first point of contact between the store
and the customer and a chance to create the most critical first impression on the customer.
Developed countries look at window display as a critical tool of marketing; however, in India,
it is still an emerging concept.
A display window is a window in a shop displaying items for sale or otherwise designed to
attract customers to the store. Usually, the term refers to larger windows in the front façade of
the shop. Display windows at boutiques usually have dressed-up mannequins in them.
Putting a window display of merchandise in a store’s window is called “window dressing”,
which is also used to describe the items displayed themselves. As a figure of speech, “window

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