How to perfect a window display

‘Windows of Opportunity’

 

Spring Collections

 

‘QUALITY – it’s not cheaper things that we want to posses, but expensive things that cost a lot less’

 

 

Spring has finally sprung, the clocks have gone forward the weathers warmer & we are all starting to think of summer…… at least that’s what the advertising men will have you believe.  The high street retailers on the other hand are already slashing their prices on spring stock; there is definitely a whiff of desperation out there.

 

But as an independent you do not have to fall into this downward spiral that the high street has succumb to, you are more flexible on promotions & themed windows and can react a lot quicker than the bigger shops.

 

As with any themed window you have to be clear about the composition and what you want your window to say:

 

What does spring mean to you?

 

 

• Clean uncluttered windows
  
• White trellis
  
• Tulips
  
• Daffodils
  
• Colours: white, green, yellow, pastel shades
  
• New beginnings – spring cleaning

 

 

Spring is also the start of the holiday season and warmer weather and customers are starting to think about ditching the heavier winter clothing for lighter items and softer spring colours and textures.

 

This all helps to create the themed spring window as I have mentioned in previous articles composition & clear layout is paramount.

 

I have talked about:

 

 

• Balance – Symmetrical & Asymmetrical displays
  
• Focal point
  
• Grouping
  
• Repetition
  
• Radiation
  
• Rhyme

 

 

Now you need to think about the marketing & picture images you want in your window to support the products you are promoting.

 

 

    

  

  

                                  

 

 

PICTURE FOCUS:

 

 

• The customer, you must assume will not stop to study your window.  He/he will flick a glance at it, and if their attention is not secured by that first glance, they will walk on and your display has failed.

 

 

• Slogans and written messages have their place in display, and definite vital places at that, but the focus is not one of them.

 

 

• A picture is a much better focus, pictures convey a message ten times faster than the briefest slogan they have a universal appeal which makes them, if not irresistible, at least much more likely than words or package to interest the eye.

 

 

• Speak to your sales rep/agent around POS/Marketing for brands you stock they will be more than willing to supply you with current images especially if you are putting in a brand window.

 

 

• But remember marketing is part of the window composition and you must have enough products in stock to support this, you are persuading the customer to stop and buy, there is nothing worse than a customer seeing a top in a marketing poster that you don’t stock, you loose the sale and the customer.

  

 

 

 

Paula Arkell M.A Retail Consultant