Expert Advice – How to perfect a window display – Paula Arkell

 

Windows of Opportunity’

 

Handbags & the Glad rags

 

“In the factory we sell products in the store we sell dreams”

 

 

When you think about putting a window story together you must not forget about the accessories or indeed if the window installation is purely about accessories they need to be able to sell themselves with a clear uncluttered message.

 

FASHION ACCESSORIES are the little things that mean a lot.  They complete an outfit and complete the window, in turn a colourful accessory can link together items of clothing which otherwise would look dull or boring.

 

Retailers at the moment on the High Street all look the same with no interesting or unique displays, but you don’t have to go far to find unusual stores, just off Oxford Street in London is Marylebone.

 

One of London’s more discreet neighbourhoods, this district between Oxford Street and Regents Park, the street is crammed full of interesting & unique shops catering from: Specialist shops

 

• Button Queen – Sells unusual buttons


• W Rouleaux – Ribbons & trimmings


• Biggles  – Perfect sausage shop


• Paul – French traditional bakers


• Rococo – Chocolate heaven

 

But the unique selling point in this area is the unusual displays from books – to fresh fish there’s something for everyone and its relaxed atmosphere is one of a village life, just a stones throw from Oxford Street.

 

 

 

         

        

 

 

 

  

THE IMPORTANCE OF PROPS TO DISPLAYS OF FASHION ACCESSORIES:

 

Props are the decorative elements in display that add image and enhance the illusion of line and place and the appropriateness of merchandise to the setting.  They can and do get the shopper to stop and look at the display and at the merchandise being offered.  In a display of fashion accessories, the prop can by its size and scale serve to unity the assorted smaller pieces into a total, comprehensive composition.

 

A good  example is a folding stepladder, where each step presents another group or cluster where a scarf can trial and drape down several steps leading the eye to gloves and a bag on one step, shoes a step below with maybe a hat or jewellery – this creates a look of luxury even if the price is not.

 

 

 

 

 

 

 

 

FASHION ACCESSORY TIPS:

 

1. Bring the merchandise up closer to the viewer’s eye level; don’t place them directly on the floor they will get lost in the overall look & feel.

 

2. Use Props to unit small objects or to bring attention to the smaller piece shown in a large space.  Props can hold, elevate, show off, contrast, complement, or even suggest the value of the pieces being offered.

 

3. Use the right lighting and put the strongest light on the merchandise while downplaying the ambient light.  Coloured lights can be used to ‘paint’ the background and enhance the merchandise.

 

 

 

 

 

Written by Paula Arkell Retail Consultant