Expert Advice – How to perfecr a window display

 

‘Windows of Opportunity’

 

Back to School

 

 

 

 

With the high street supermarkets competing fiercely over the lowest price for a skirt or shirt to the point where it is now costing next to nothing to kit the kids out, which is good news for the pocket but bad news for the independent , or is it?.

 

Yes it is very convenient to dress your child whilst doing your weekly supermarket shop, you may get a bargain but you are missing out on the independents specialist training & knowledge of children’s wear.  We all remember when we were all kids going to the specialist footwear shop to get our school shoes, our feet were measured and fitted to allow growing feet to expand comfortably , they were more expensive but you paid for good service and knowledge – so why did we stop going?

 

At the time these shops were conservative in style and not very fashionable, now look at Clarke’s how they have changed, we now know that proper fitting shoes outdo fashionable uncomfortable styles hands down.  You have to always keep the brand looking fresh and fashionable to the eye, Clarke’s is a perfect case study of this. So how have they done this? – keeping the quality of the brand but  adding a modern up to date fashion edge to their designs they now have the  best of both worlds.

 

 

A back to school window has to spell out the theme clearly and simply, by suing a picture in the background of kids having fun, a picture conveys a message ten times faster then the briefest slogans.

They have a universal appeal which makes them if not irresistible, at least much more likely then words or packages to interest the eye.

 

         

 

 

 

      

 

 

 

Top tips for Back to School Windows:

 

 

When planning out your window think about what props you need:

 

 

 

• MANNEQUINS – Preferably with moveable /animated arms and legs

 

• MARKETING – Happy smiling active/fun loving kids

 

• THE THEME: School Playground (skipping ropes/bikes/space hoppers/footballs ect)

 

                                  School Class Room (desk/blackboard/books/pens ECT)

 

                            Locker Room (hanging shirts/bags/ties)

 

• COLOUR – To complement  black and white of the uniforms

 

• PROPS – Footballs/tennis rackets/desks/football nets

 

• SIGNAGE – which spells out back to school and special offers

 

Remember to look at other retailers who have good animated kid’s windows, look at children’s books and bags for basic colour shapes and stories.  Always keep in mind if the child loves the shop and gets excited, the mother will spend money there.

 

 

Written by Paula Arkell Retail Consultant