A window display is a grouping of merchandise in a retail establishment's storefront area. For shops with street access, the storefront section has an outer door and usually one or two windows. Displaying store merchandise is known as visual merchandising and window displays show potential customers items that are for sale inside the shop, so that hopefully they will enter the store to purchase these or other goods.
CONCEPT
The idea behind window display is not only to display products to the prospects but also to induce them into the store by creating adequate interest among them. By creating favourable image or impression upon the prospects the window display also creates the desire to buy. Thus it creates and maintains the goodwill of the shop.
Getting attention is an essential quality of a good window display. An attention-getting display at the store entrance can entice passers-by into entering the store and this is what store owners hope their display accomplishes. In this way, attractive window displays can increase store traffic.
Clothing store window displays often feature mannequins wearing outfits sold in the shop. Since mannequins are usually life-sized, they can command attention in a window display.
The most interesting window displays create a theme. The theme of a window display should reflect what is available for sale inside the store so that customers know what to expect. Window displays are usually changed at least every season. It takes practice to create displays that are creative without being gaudy. The overall look of a window display should suit the store's personality while highlighting the products the store sells.
- Window display attracts the passersby into the shop.
- It presents the product in real life through models.
- Window displays demonstrate the products the shop is selling.
- Importance of particular shop can easily be estimated by the nature and contents of window display.
2. Window position should lead the prospects to the entrance of the store.
3. Window which opens on a busy square and leads the prospects into the shop is most effective.
4. Adequate space should be allocated to windows.
5. Projections of the shop window at the entrance should be avoided.
6. Window should be neat and clean.
7. Arrangement of the articles should be artistic and pleasing.
8.Window should not be overcrowded.
9. Adequate provision of space should be made inside the window.
10 No glaring glasses which dazzle the eyes of prospects should be used.
11. Proper lighting, attractive decorations, rotating stands, decorative materials etc., should be placed.
12. The lighting should be bright not glaring.
13. Shaded lights which do not affect the eyes of the prospects can be used.
14. Lighting should focus on goods displayed instead of onlookers.
15. Window displays needs to be changed at regular intervals.
16. Changing of the arrangement of goods should be done during off hours and holidays not on business hours.
