Page 212 - DMGT552_VISUAL_MERCHANDISING

Unit 11: Window Displays

powerful way. The best practice is to use both light and shadow to make a display Notes
item “pop.
9. Use signage: The use of signage in a window display gives the chance to reinforce the
purpose if tasteful and clever.
10. Add trim: The word trim is used in the same sense as to “trim” a Christmas tree,
meaning to add lights, tinsel and ornaments. In those days, if you said “I’m a trimmer”
everyone in the apparel industry understood.

11.1.2 Emerging Trends

Window designers are now experimenting with concepts to try to attract and hold the attention
of the customers. One of these concepts is the use of smell. In biscuit and cake shops, the windows
are linked to nearby bakeries through pipelines. Whenever a customer looks at the window
display, the fragrance of fresh bakery products is released. Similarly, apparel retailers are also
making use of the fragrance of freshly laundered clothes in designing window displays. Some
retailers are making use of motion to attract customers.
As more and more retailers are realising the importance of window display, a new class of
professionals called window display designers have come into existence. These professionals
work full-time with large business houses, while they work on a contractual basis with small
firms. The work of a window display designer requires a lot of creativity and a good aesthetic
sense as well as patience, hard work and a fair idea of market trends and customer behaviour.
Moreover, they should also possess a good flair for communication as they are required to
communicate extensively with store managers and owners regarding the image they wish to
portray through the store. Knowledge of fields such as graphic design, fine arts, construction,
carpentry, architecture and lighting is an added advantage for a window display designer.

Self Assessment

Fill in the blanks:
1. A display window is a window in a shop displaying items for sale or otherwise designed
to ............................ customers to the store.
2. Usually, the term display window refers to larger windows in the front ............................ of
the shop.
3. Display windows at boutiques usually have dressed-up ............................ in them.
4. Window display makes the ............................ process of the customer rather simple.

11.2 Window Display vis-à-vis Merchandise

Location of Merchandise within departments can be done in various ways. Merchandise displays
generally take one of several basic forms:
1. Storefront Window Displays: These typically open on to a street or shopping mall walk
or courtyard and are intended to attract passerby that might not otherwise enter the store.
2. Showcase Displays: These typically feature items that (1) are deemed to be too valuable
for display in storefront setups, or (2) are niche items of high interest to the business’s
primary clientele. These display centres are usually located in high traffic areas and typically
feature multiple tiers for product display and a sliding door on the clerk’s side for access.

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