In Beijing, Shanghai, or similar cities, with a seemingly infinite number of stores, window displays are an essential component for retail brands to stand out from the crowd. The window display is the face of the store, sometimes even the first glimpse a customer has of the brand, and a large determinant in whether or not someone chooses to enter. Some brands say that 80% of their customers have mentioned in surveys that they entered the store because of the window display!
So what aspects need to be considered when designing a visual display and merchandising concept for a store window?
1. Attract customers from afar
Advertisement
People passing by should be able to spot the window display from a distance. The lighting, color and an eye-catching design all play a large role in drawing people in for a closer look.
Take this Gucci display for an example, they effectively use lighting, color and an entrancing geometric design to attract customers.
A second example is Louis Vuitton, where they embodied the theme of a circus in this fun, intriguing window display. At first sight, the life-size mannequin with its dynamic pose looks like a real person!
The display should be enticing and elaborate enough to cause the customer to stop and look at the window, but not too complex to the point where the display appears cluttered.
2. Stimulate customers to enter the store
Advertisement
Once the display has successfully attracted the potential customers from afar, it should be further utilized to draw the customers into the store. This is achieved by strategically placing the merchandise. The product should be the central focal point, inspire and perhaps promote a certain lifestyle. By this way aspiring customers are encouraged to enter the store to see more.
Product Variety & Positioning
In general, the display should both accurately indicate the price range and represent a good selection of the various product types the retail brand has to offer.
The bigger the size of the store window(s), the greater is the opportunity for the brand.
Product Quantity versus Conceptual Designs
Well known retailers and luxury brands sometimes choose to minimize the palette of products on display in exchange for a high impact window design. One example is this Louis Vuitton display, which strategically makes the purse the focal point of this colorful exhibition, effectively letting the bag stand out to customers walking by.
Another example is this Milan Armani store which tastefully promotes many pieces of their line through the window display. The design is not too cluttered; it allows their products to be the center point.
While the creation of a strong design concept and selection of the right product mix for your store window are important, there are a few more branding and marketing considerations to keep in mind.
Branding
The display is a form of branding and free advertising for the company and should therefore serve to promote the retail brand. When planning a visual display and merchandising concept for the store window, it is important ensure that the design accurately reflects the brand’s values and style for a consistent brand image.
Target Customers
Besides this, other marketing requirements tend to influence the store window design as well. In China, a country which has an extensive number of market segments more so than anywhere else, the display should aim to attract the selected target group(s) of customers.
An example of a high quality window display design in line with their brand is Hermes, whom creatively used an Ostrich to display its Ostrich line of merchandise.
There are a number of different techniques that can be utilized to form a unique product display.
Some highly effective display techniques are:
o Triangular grouping for an organized and effective display of a varied and broad selection of the merchandise.
o Color blocks for big impact areas or the display of promotional collections.
o Mannequins for adding life to your window; this also works for merchandise other than fashion!
o Combining 2D and 3D elements for a window design with depth that communicates a certain lifestyle. 2D elements can be graphics, posters, stickers, or a light box. 3D elements can be shelves, decorative objects, mannequins, and the products themselves.
Summary
Independently from what type of visual display and merchandising design you use for your store window, keep in mind the following three points:
1. Big Impact: Your main goal is to attract attention and perhaps even create a buzz.
2. Branding: Your design needs to accurately reflect the brand positioning
3. Marketing & Sales: You need to display an appropriate selection from the merchandise – not too much and not too less. It is necessary to discuss with the marketing and sales teams about what collections and specific products are on a promotion or should be on display for other reasons before making a final selection.
Headlines6 days ago
Headlines2 weeks ago
Headlines1 week ago
Headlines2 weeks ago
John Ryan2 weeks ago
Sector Spotlight1 week ago
Headlines2 weeks ago
Headlines5 days ago