Every display person works with their own sets of rules. These rules are usually compiled by a combination of being fortunate enough to work under a seasoned professional and learn some of their rules and by obtaining some of their own with on the job experience.
These are the rules---the dos and donts. Certain guidelines are used when creating a display, which will help produce the maximum effect desired. I like to call them....The Truths. Here are mine.
The windows of the store are the first line of offense in the game of retail. They are the silent salespeople of your store. If customers are walking by your store without looking at the windows, then the windows are not doing their job. Even if what you are selling is something that the pedestrian doesnt want or need, they should still take notice and stop.
The windows serve several purposes. The most important is that they are the eyes into your store. Most stores nowadays have display windows that have no back walls. These stores allow the customers to see right through into the store. Stores that still believe in an enclosed space for display windows allow the separation between presentation and the actual selling space. Whether they are enclosed or not--they should speak for the image of your business.
The following Truths apply to either type of display windows you might have. In addition, these are tools that can also be implemented for interior displays.
1. COLOR - It is important that your window walls change colors seasonally. Your customer will respond to color before anything else. It will be your most economic and fastest way to cause change that will get an emotional response from the customer.
2. THEMES - Pick a story or theme when deciding on merchandise to present to your customer. The theme can be based on a color story, merchandise classification, holiday promotion, or even a vendor presentation. There can be times where a combination of a couple of these can be combined to create the story. Whatever the case, a clear story works the best. Try not to convey too much at one time. You only have a few seconds to catch the customers attention.
3. LESS IS BEST - Dont try to show everything at once. More is not always better. Fewer pieces of merchandise will make a stronger impact than cramming in everything you have to sell. A good rule when selecting merchandise is to keep to an odd number of goods. It will make for a more visually pleasing grouping. Composition and balance is also very important to the arrangement. Dont confuse your customers. Spark their interest so they come in to inquire.
4. CHANGE - Your windows need to be changed frequently. Depending on your particular type of business, one to three times a month can be necessary. This could involve just a merchandise change in the same setting or a complete new theme. It will depend how fast your business is and how frequent your customer shops with you.
5. HUMOR - Dont be afraid to make your customer laugh. Humor can be a powerful tool when presenting your merchandise at certain times. Coming up with an unexpected and humorous approach to showing the merchandise will catch the customers eye and make him/her stop.
6. SIGN IT - Signage can be an important element in a window presentation. It goes without saying that if you are doing a vender theme, the venders logo identification is needed. Branded goods are recognized by their logos---so use them. Other ways that signage can be used is in sale promotions, holiday presentations, and in educating your customer on a new product. Whatever the case, it needs to be done in a clear and concise matter. In most cases, do not get too wordy. Your customer doesnt have the time to stand there and read a story. The display itself is part of what you are saying, so only a few words should be neededif at all.
7. LIGHTING - One important thing to remember when doing your windows is properly lighting the merchandise. Not only for the day, but this is especially important for the night time. One of the best things about your windows is, when you close up for the day, they continue to sell for you at night. So lighting becomes even more important afterhours. The type of lighting used is also important. When dealing in merchandise where the color of the goods is important, improper lighting can discolor the merchandise and turn the customer off to them. Remember, your customer is responding emotionally to color first before anything else in the window.
8.CLEAN AND CRISP - The way you handle your merchandise in the window will tell your customer what type of business you are. At all times the merchandise must be clean, pressed, and presented to its best appearance. Merchandise shown wrinkled and not handled well will tell the customer more on how you run your business than anything else. Same goes for the general cleanliness of the window space itself. Fingerprints on the glass and dead bugs in the window will turn off the customer faster than you think. Ongoing maintenance is a must to keep your image intact.
9.MANNEQUINS AND FORMS - In dealing with garments, it is important that they are shown to the best that they can be. Not all retailers will want to purchase proper mannequins and will settle for a simpler form to present clothing. Either way, it is imperative that the garments are not just thrown on. Both mannequins and body forms will require a certain amount of pinning the garment in place to show it off to its best advantage. If you dont know how . . . hire a professional freelance trimmer to teach you or to do your windows on a regular basis. If you are serious about running a fashion business, the way you handle your merchandise is first and foremost. Not just in the windows, but inside the store as well.
My Truths are my rules and I have practiced them my whole career and they have never been proven wrong for me. These are mine, but I always welcome new ideas and approaches to my business. As I stated before, one of the purposes of this site is to educate and promote the art of display. As a freelance display person and an independent retailer, I know how important the correct presentation of merchandise is to a business.
In this time of big box retailers and the repetition of images out there in businesses--in my opinion--it will be the stores that take a certain individual approach to their image, merchandise selection, and the overall presentation that will stand out and capture the customers attention. The stores that think of their windows as street theater and not as a fixture or dead space will be the ones who have the vision to be truly successful in their business. Consequently, will enjoy the process that much more.
© 2010 Paul Parichan
