Expert Advice – How to perfect a window display

 

‘ Windows of Opportunity’

 

 

Window Composition

 

‘Every cloud has a silver lining, and a winning window will always keep the tills ringing’

 

 

What makes a winning window?, it’s not as difficult as the high Street would have you believe, there are customers out there willing to spend, but you can not stock merchandise without any thoughts as to what you want your window to say about your shop.

 

Take a look along the high street at the moment and most retailers have pretty boring windows, and everyone is stocking the same type of product.  If we look back only five years on the high street we all knew that Next would be your shop for work wear, M&S basics and underwear, Oasis going out evening wear, Topshop young and trendy fashions.  Now look at them they are all competing for the same customers, if you cut the labels of the stock your really could not tell which shop they came from.

 

So how do you make your window display stand out from the others? –   Good clear Composition.

 

 

So what is Composition? – Its about the balance of the display which is the paramount importance in the design idea, there are two basics forms:

 

 

 

SYMMETRICAL

 

Objects and shapes are placed so that both sides of the display mirrors each other, separate groups of merchandise is used but one must be on the centre line, which creates a pyramid shape.

 

Retailers that have used this style are: Next, Gap, Fat Face, Quiksilver.

 

This is all about getting a cross a uniformed branded image.

 

 

 

 

ASYMETRICAL

 

Any number of shapes and products arranged in a given space, giving the look of being off balance, no real focal point but creates a story.

 

Retailers that have used this style are:  Abstract Designers, Department stores.

 

This is all about creating a lifestyle, mixing fashion with, home and lifestyle products.

 

 

 

 

 

 

 

                        

Asymmetrical

 

 

 

 Symmetrical

  

 

 

Finally the FOCAL POINT:

 

 

This is the key feature with any display, it is the point where the eye is attracted to and from which the display is planed from.

 

It should always be at eye level for Symmetrical windows, and for Asymmetrical the focal point is off centre at eye level, this can be achieved with a one singular colour or a silhouette.

 

 

Above all stand back from the window display – what does the window say to you?, would you want to go in and spend money?, Does it excite you about the products promoted?.

 

 

If you are confused by the way the window looks, and there is no clear composition, how do you think the customer feels?

 

 

 

 

 

 

Paula Arkell M.A Retail Consultant