Expert Advice – How to perfect a Window Display

 

 

‘Windows of Opportunity’

 

Summer Holidays

 

‘To be successful in Business, be daring, be first, be different’   WILLIAM MARCHANT

 

 

At last the summer sun is slowly showing itself, and as many of our thoughts turn to warmer exotic climates & wearing less clothes, it’s all to easy to just add a few palm trees and bikini clad mannequins to the window display and assume it creates the ‘Summer Feel’.

 

Unfortunately if this was the case the High Street would be singing of profits and happy customers instead of moaning about the lack of sales.

 

The look at the moment on the entire High Street is ‘Boho’ which I feel has gone past its expiry date a long time ago, consumers are fed up with retailers carbon copy looks, and the real lack of choice for the 35 plus age group, I think the main retailers have forgotten that there is a market beyond the age of 25!.

 

As an independent you can create something eye catching and unusual and it really does not have to break the bank in the process, you just require an artistic eye, and good colour appreciation.

 

 

 

USING COLOUR TO PROMOTE PRODUCTS

 

The background colour is important because it can either add to or detract from the colour of the merchandise presented.  A white dress shown against a white background can become lost, and if it is not pure white, but ivory this against a white background can look dingy and yellow.

 

But if the background was a deep grey or very dark green, the sharp contrast would make the ivory appear white.

 

Also remember that the accessories shown with the merchandise can also affect the colour.

If the white dress had, blue jewellery, shoes & bag, with red & blue scarf, the white will appear crisp and sparkling by contrast to the blue.

 

Now if the same dress was completely accessorised in toast-beige, the white is softened and warmed by it’s proximity to the beige.

 

Cheaper priced merchandise however, will often rely on sharper and more contrasting accessories and displays, they help make the garment stand out and look more for the money.

 

Visualize a bright red dress with emerald – green accessories.  The red will appear redder and more intense because the complementary green intensifies the red.  The same red with shocking – pink accessories will seem more red – orange because the ‘Hot Pink’ of the accessories is bluer by comparison.

 

Understanding the effect of colour on colour will help you create a display that complements and promotes the product.

   

   

 

POINTS TO REMEMBER:

 

 

1.       Don’t just plan out the window display with only the products in mind think about a complementing background and Props.

 

2.       Less is more – do you really need five palm trees, a surf board, & BBQ in the window?

 

3.       Do your homework – have an open mind for creative ideas, look in home & lifestyle magazines, exhibitions, books, films ECT.

 

4.       Only use one theme – more then that is confusing.

 

5.       Photograph your window, for future reference and your style book.

 

 

 

Written by Paula Arkell M.A Retail Consultant