Page 209 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes dressing” means something done to make a better impression, and sometimes implies something
dishonest or deceptive.
Window displays can communicate style, content, and price. Display windows may also be used
to advertise seasonal sales or inform passersby of other current promotions.
In this unit, we will study meaning and scope of window display, window display vis-à-vis
merchandise. Further, we will focus on types of setting, promotional display vs. institutional
display and window display—construction.

11.1 Window Display—Meaning and Scope

Window display is the fine art of displaying store merchandise in the store window. Window
display are the information link to the potential customers there are less than 11 seconds for the
window to attract customers so display needs to be really very attractive, customers get bored
looking at the same display over and over so it should be changed more often good themes
should be added, display should be in harmony of the surroundings considering the whole.

Special emphasis should be placed on a store’s window displays because they are the information
link to the potential customer. Window displays can be as important, if not more important,
than advertising as many as one in every four sales could be the result of a good window
display.

Window displays should attract attention, create interest and invite people into the store to
purchase goods. There is less than 11 seconds to accomplish this, as that is the average amount of
time an individual will spend looking at a window display. Be careful not to crowd too much
merchandise into a window, as customers find it difficult to determine the message and what
items are being promoted.
Shoppers also lose interest when the same window display is left up too long. It is especially
important to frequently change window displays in small towns where customers pass by
several times a week. New displays indicate that new, up-to-date merchandise is available.
In malls and larger towns, customers pass by less frequently.
Properly lighted window displays can help sell specific products or ideas that promote a store’s
image. Window lights should be strong enough to overcome the reflections from outside objects,
such as parked cars and buildings. At night, additional lights on overhead marquees and projecting
cornices can make the window area look larger.
Closed-back windows require a high level of general illumination. Massed window displays
are often lighted with overhead fluorescents which are supplemented by closely spaced clear
incandescent lamps. Use miniature portable spotlights to accent small display areas, price cards
and specific items in a massed display. Compact footlights help relieve shadows near the bottom
of vertical displays.

Window displays are more successful when a dominate theme is carried throughout the display,
regardless of whether the featured products are fashion-oriented, institutional or promotional
in nature. Suggested window treatments that have proven successful include:

 A single object against seamless paper.
 Merchandise displayed as it would be utilised in a realistic setting.
 A theatrical setting using fantasy and drama.

 Straight merchandise glamorised with props.
 Animation, such as in holiday windows that draws crowds of shoppers.

204 LOVELY PROFESSIONAL UNIVERSITY