Expert Advice – how to perfect a window display

‘Windows of Opportunity’

 

Alternatives to the Mannequin

 

 

Every year Christmas comes around sooner, and with just six weeks to go retailers are in a frenzy with Glitzy Christmas wear, the weather however is still warm, so it’s even more important to create fun and interesting windows to stop customers and get them to buy your products.

 

When putting together a display you think carefully about the products you are putting in, but end up using old tired mannequins which detracts from the garments you are promoting especially if the mannequins are chipped or wearing old wigs!.

 

Seeing the same mannequin standing week after week in the same spot in the same window does rob some of the excitement from the new outfit being shown.

There are many options to the mannequin and by putting it away for a while from viewing public, when it makes a return appearance it actually means something to the display and to the garment being offered.

 

Listed below are some alternatives to the conventional mannequin:

 

 

The Draper

 

Is a shaped hanger set atop a vertical rod that is supported by a base, it is often produced with an adjustable rod and although not versatile enough to display a jacket on a table or ledge it can be extended to its full length to show off a complete suit or dress.  You can see this method in window displays such as Selfridges.

 

            

                                    

 

 

 

 

Hangers

 

A simple hanger can be an alternative to the mannequin as with the draper in dressing the hanger the top or shirt goes on first, then the trousers or skirt is pinned onto the top or shirt where the waist would be.  The jacket or coat is then put on top to finish off the look.  Hangers can be suspended from the ceiling in the window with fishing line or attached to grids.  This look can be seen internally at Gap Stores.

 

 

Lay-Down Technique

 

The art of this technique is all in the folding, the pleating, and the placement of garment, it requires the basic of good composition colour, line, balance, and the ability to direct the viewers eye from the object to object.

For a window lay-down presentation the merchandise is arranged on the floor of the window, often a step or two, a platform is added for interest or to separate grouping.  Department stores & independent boutiques use this technique.

 

 

Pin up Technique

 

This makes use of a panel, wall, or some vertical surface onto which a garment can be pinned, shaped.  The use of tissue, card, plastic wrapping and pins are used.  The garment is pinned onto the panel and then the stuffing is added to create body and movement.

 

 

Flying Technique

 

Flying is a display where the merchandise is pulled with invisible fishing line.  The line is attached to the hem, sleeve, shoulder ect of the garment and then pulled back and secured by pinning or nailing.  Flying provides effective presentation for sportswear or trendy merchandise.

This technique is not recommended for showing a complete outfit but is used more for a line of merchandise example t shirts on a washing line.

Retailers that use this technique are lifestyle boutiques and independents.

 

 

 

Written By Paula Arkell Retail Consultant