WINDOW DISPLAY

TYPES OF WINDOW DISPLAY

1. VISUAL MERCHANDISING--
DISPLAY !
Display is defined as a non personal physical
presentation of merchandise or ideas at the
point of sale
It includes Window, Exterior, Interior &
Remote Display.
Exterior display:-- is also called as
Facade Display, it is often ornamental &
sometimes informational.It is displayed
outside of the store-ex:- Christmas tree,
Special theme messages-Anniversary sales
etc.
.Remote Display:- according to the name it is
away from the point of sale.
It can be set up in a hotel lobby ,exhibit hall,
airline terminal.

2. WINDOW DISPLAY!
Window are the looks & personality of
the store.
They can contribute to a stores traffic &
sales volume.
The main objectives of window display-
Creation of fashion image.
Sale of the products.
Fight for attention & interest.
Convey the messages rapidly &
emphatically.

3. Advantage of Window display as
promotional activity.
Merchandise can be featured ,especially
prestige designer group & exclusive
collections.
Window display can be kept more timely.

4. TYPES OF DISPLAY!
Selling display:- designed to produce immediate sales.
Prestige display:- designed to impress customers with the
leadership & originality of store rather than the immediate
sales.
Window display can be further classified as Single category
display.
Series display.
Related display.
Programmatic display.
Promotional event display.

5. Single Category Display!
The main asset of single category
display is that it provides
emphasis & attention which helps
for the concentration.
Too many merchandise in the
window often lack the selling
impact .

6. Series Display!
Here series of adjacent windows
are used to display a common
merchandise theme.
It is in contrast to individual
windows which have no relation to
adjacent window.
Ex:- Italian dress designer in one
window, Italian gloves ,belts,
handbags etc. in other window

7. Related Display!
Here different categories of theme
related merchandise are placed in
one window, to tell a fashion trend
story.
Store windows thus highlight
various styles of dresses
,separates, sports wear featuring
corduroy.
Sometimes props are used to
suggest how &when the
merchandise can be used.

8. Programmatic Display!
Same category or brand of merchandise
is featured week after week in the same
windows.
Helps in establishing reputation of a
particular designer style, trend,brand
or price line, through repetition .
Succes of these displays is that they
appear in the same windows each week
& have a recognizable continuity
through display design.

9. Promotional Event Display!
One major promotional event is featured
in the store windows.
Example:- In this promotional event
display plan all windows might be
devoted to annual home redecorating
weeks with display of many different
rooms of furniture.

10. Frequency of changing windows!
Large cities – Retail Stores---seven ,ten days.
Smaller Cities—stores---Twice a week.
Frequency depends upon –
location of the store.
Traffic pattern of passers by.
Type of merchandise–
Frequency of change exposes the customer to new
trends .
Merchandise is less likely to get damaged & soiled
due to frequent change.
Develops a consciousness' of good merchandise &
range of merchandise among customers.

11. OPEN WINDOWS!
Open windows are the “see- through’’
windows
Personality of the store is apparent to
the window shopper.
It increases the amount of floor
selling space.
Construction cost is less & easy
maintenance.
Passers by may be attracted by the
customers who are actively shooping
inside.

12. DISADVANTAGES OF OPEN
WINDOWS!
Difficult to present a fashion trend or
develop a point of view.
It does not provide the capacity of
image developing prestige window.
Creates public presence in which
customers & interior of store are “on
view’’.
Loses considerable stock space
offered by interior walls of closed
windows.

13. ELEMENTS OF WINDOW
DISPLAY!
Merchandise itself.
Fashion accessories.
Functional props. ex:- mannequins
Decorative props. ex:-plants, fence baskets etc.
Structural Props. Ex:- Fixtures, architectural
design, ramps, stairs etc.
Backgrounds:-Back & side walls of windows.
Other Display material:- As per the budget
allocated.