Expert Advice – How to perfect a window display

 

‘Windows of Opportunity’

 

Kids Windows

 

‘A man without a smiling face must not open a shop’ CHINESE PROVERB

 

 

Retail at the moment is having an interesting time, our High Streets are starting to look the same and consumers seem to be slowing down on their spending.  Is consumer confidence at an all time low?

 

It seems to me we want more form our retailers then what they are currently delivering.  It’s not all about price, but good products that we want sold to us in a personable way, and in an environment that makes us all feel special, no matter how much we spend.  It almost seems the future of retailing lies in the past.

 

Specialist shops are the way forward and if your products are children’s clothes the competition is fierce, as an independent you have the free reign to create eye catching displays.

 

Children’s window displays have to promote all what kids are about:

 

• Fun


• Colourful


• Adventures


• Trendy

 

 

With children’s displays animation & fun are the key themes.  Your mannequins need to be seen to move and create a play environment, a good retailer who always has an energy running through their windows is GAP, the marketing, posters, props and accessories are always bright and fun, even if you don’t have mannequins or forms you can create displays by using accessories to promote the products.

 

An example of this is a washing line and t-shirts pegged on it. Simple and clear message.

 

       

 

     

 

     

 

Whatever the purpose of your display – whether it is to promote the sales of a new product, to create a demand for slow moving stock or simply to build prestige – there are four steps to be taken.

They are the same in every display and they are:

 

 

1. To attract the customer

 

2. To interest them

 

3. To transfer their interest to the goods

 

4. To make them want to buy it

 

  

 

Written by Paula Arkell Retail Consultant