Paula Arkel expert advice – How to perfect a window display
24-03-2025
Windows of Opportunity
Exhibitions and Tradeshow Ideas
As the wheels of fashion keep on turning, our thoughts once again turn to Tradeshows and Exhibitions with: Pure, Profile 7, TBC and many others all happening in February now is the time to plan out what you have and how you want to display it.
Who are the Audience?
As in all displays the market is a prime consideration, who will be attending are they buyers/shop owners/agents? Are they knowledgeable on the subject or must they be directed and educated on the product? How much time will they have? Do you have order books/marketing/to support your brand at hand? If you are showing in the catwalk what are the products you will be showing and how will they be styled?
Armed with the answers to these questions and other information supplied by the exhibitor, the designer can then plot the Exhibition Stand layout within the anticipated length of the visit to the show and arrange the products at their best for maximum viewing.
When planning out your stand you need to be flexible with your ideas as the floor will be divided into booths that may be 8 feet, 10 feet by 10, you will be given rails and a table, and the stand will be fitted with basic spot lights, no mannequins are supplied so do provide your own.
Find out in advance where you are situated and who you will be next to, being situated next to the toilet is not an ideal location!, you may be able to negotiate if you know in advance.
Artist’s mannequins can be used for accessories. Using props can support the eastern look.
DESIGN AND LAYOUT:
What do you want the stand to say about your brand? If its luxury think about an arrangement of exotic flowers in glass vases, with photo’s of your work put into frames hung around the stand. A mannequin wearing an outfit which is also in the promotional material & photos, and even yourself wearing a similar outfit, plan what you are going to wear as carefully as your stand.
TOP TIPS:
- Think simple – if you have accessories they must not be over crowded or with too many colours, look at a good retailer who sells accessories for ideas, and use proper accessory stands and hooks for the show.
- Mount photo’s and pictures properly – how are they going to be fixed to the wall?
- What products are you taking? Iron all, list them and cover with suit bags onto running rails.
- Draw out a plan of where everything is going including props and mannequins.
- What props are you going to use? Visit art shops, charity, retro, Matalan, Pound stores and prop shops to get what you need. You can use: flowers, feathers, picture frames. Think about health and safety so do not use candles which are alight or food. Try to be original a bowl of fresh crisp apples is a refreshing change to sweets!
- Is your style or look book up to date? do you have enough order books or business cards?
- What time are you getting there to set up the stand before the Tradeshow opens?, my advice is get there early, you will have time to set up and chill out have a coffee and be relaxed before your first potential buyer arrives.
- If you are booking appointments do this in the morning when you are refreshed and calm.
- Do you have support at the show, use friends or family but do prep them about your brand and products.
Remember to relax, don’t drink to much coffee, and enjoy!
Paula Arkell Retail Consultant
