Page 218 - DMGT552_VISUAL_MERCHANDISING

Unit 11: Window Displays

He started doing apparel displays while working at The Gap when he was 17. Their Notes
business improved so much that after only a few months, he was their Southwest Regional
Display Manager. With a successful operation in the retail sector, he moved into the
wholesale end of the apparel business and within a year he was probably among the
highest paid (and hardest working) display artists in the world.
Since then, he has mastered other creative fields but throughout it all he has remained
active as a display artist. And in all those years, he never lost a customer to any rival.
History has shown that presentation has a direct impact on sales.

Source: http://www.stevehallcreative.com/professional-displays.html
Self Assessment

State whether the following statements are true or false:
13. Promotional Display is a kind of display that advances concept, trend and an item.
14. Promotional Display stores generally advertise prices.
15. Institutional display is a kind of display that promotes an idea and not an item. It promotes
the institutional services.
16. Institutional display presents the store as member of the community which helps further
in building the image of the store.

11.5 Window Display—Construction

Let’s say you’re in the market for a diamond necklace. You looked online and found two stores
with the necklace you want; both at the same price. Both stores are on the same street and you’re
walking up to the first one now.
You found that this store is not well maintained. Their dusty window if full of dimly lit junk:
cigarette lighters, sun glasses, shoe shine brushes, cell phones. Necklaces hang from wire racks
next to a selection of sun-bleached men’s ties. Somewhere in there is the necklace you want.
Then, you turn to second store.
The second store is also an older building but the window is clean. The glass reveals a panel
covered in clean black velvet. Alone in the centre of the window is a red velvet pillow on a table
draped in satin. Three spotlights converge onto the pillow illuminating the necklace in a pool of
brilliant light. There is nothing else in the window except a small card stating, “Talk is cheap.”

Where would you rather make your purchase? That’s the value of presentation in selling.
This example demonstrates how a little work, clean glass, a few yards of velvet and a few lights
can affect sales. But techniques vary based upon what you are selling.

Let’s take another example. You’re at a party. A waiter threads the crowd with a tray of eatables.
Unfortunately, by the time he reaches your group there’s only one left. Five people gaze hungrily
at the tray.
Ever notice that when there’s just one of something, it’s harder to accept? This is the law of
abundance in reverse. You can see this same technique used to move merchandise in warehouse
stores where there is so much of one item it’s easy to take just one. So you have to select the right
approach.

Still, there are exceptions. An upscale grocery might create quite a stir with displays that treat
single vegetables as if they were high-end jewellery. People would notice. Move the velvet

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