Page 225 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes 34. Secure your display: In certain businesses security can be an important issue. There are
many ways of making your window display secure. One way is to put a backing to the
window. If you use acrylic, this will not block out the light and will still allow the display
to be transparent. You will, however, need to be consider the question of access to the
window for changing the displays or for cleaning the window.
Another solution could be to use suspended acrylic cubes or showcases. These allow the
products to be reasonably secure, whilst allowing them to be viewed from all angles. It is
important that you consider the level of security required when designing your display.
Get advice from a company who understands the importance of this and how to make it
happen.
35. Check readability from a distance. Who is the message aimed at - people walking or cars
driving past? Think about who is going to read your messages and where they are when
they see your window. If you are aiming at people walking past, the message you want to
get across needs to be at around eye level and of a suitable size text that is easy to read
without squinting. If you want to aim at people on the other side of the road, the message
needs to be much larger. Larger banner type adverts may be suitable. If you want people
driving past to get the message - think - can it be read in a one second glance? Test it out for
yourself. Does your display allow the message to be seen where and when you would like?
36. Pile ‘em high and sell ‘em cheap: Many successful stores have made their fortunes using
this formula. However, this is not what most of us do. You do not need to fill every single
inch of space in the window. Instead, put fewer items and allow the eye to focus on the
main items or products.

If you show everything you have in the window there may be no reason for people to enter the
store. Instead, make people curious and you will be surprised at the result.

Self Assessment

Fill in the blanks:

17. Success is in the .............................
18. An old quote says “if you fail to plan, you are .............................”.
19. Almost in all businesses, ............................. is an important issue.
20. Sticking things on the window not only looks extremely tacky, but also puts across an
image of .............................



Case Study Pull and Bear

ull & Bear uses a boutique layout for their store design; with the use of dark wood,
warm lighting and upbeat music to encourage product browsing and lingering
Pamong customers.
Their window display is uses similar white modern nautical props as Zara.

With wide aisles and free placed stands within the store, this allows customers to pick up
the different clothes and to encourage spontaneous purchase by highlighting selected
products on offer.
Contd...

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