Effects of Window Display in Fashion Promotion
Lecturer, Dept. of Fashion Design
KCC Women’s College (Affiliated by Khulna University)
A display window, most commonly called shop window (British English) or store window (American English), is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front face of the shop. Window display is one of the important tool of fashion promotion.
In the competitive fashion business it is very important to attract the customer to buy the garment. Going by the saying “First impression lasts long, garment manufactures/boutiques display the garments inside windows to draw the attention of the customer.
Though there is no fast and hard rule about how to display the garment behind the window glass, but care must be taken about proper arrangement effectively to catch the eyes of the customer. Generally mannequins are kept in the windows and are draped accordingly to predefined theme and the theme is maintained throughout the display. In addition to the garments on display, the decorative accessories lighting etc. can be used to create the required environment/background to support the relevance of the theme. The theme could be ethnic, Western or contemporary etc. and can be changed from time to time to continue to draw the attention of the customer. Windows can set a mood, convey a fashion message or directly sell merchandise.
History of Window Display:
The first display windows in shops were installed in the late 18th century in London, where levels of conspicuous consumption were growing rapidly. Retailer Francis Place was one of the first to experiment with this new retailing method at his tailoring establishment in Charing Cross, where he fitted the shop-front with large plate glass windows. Although this was condemned by many, he defended his practice in his memoirs, claiming that he sold from the window more goods…than paid journey men’s wages and the expenses of housekeeping.
Display windows at boutiques usually have dressed-up mannequins in them. Putting a window display of merchandise in a store’s window is called “window dressing”, which is also used to describe the items displayed themselves. As a figure of speech, “window dressing” means something done to make a better impression, and sometimes implies something dishonest or deceptive.
Types of window display:
They convey the sprit of holiday or suggest the idea of gift for any occasion-a festival or birthday.
Direct Sell Windows:
Used mostly by stores that carry popularly priced merchandise, show a representative assortment of the store’s merchandise, accompanied by prices; to tempt the customer with a possible bargain. Visual merchandisers or window dresses, as they are called in common parlance are today looked up as important and necessary executives. Apart from the working knowledge of design and applied arts the other major requirement to create an interesting and effective show window are creativity, energy and imagination. The mannequin and other props from the minor part of the total setting. These are other important areas like the main theme, the background, the colour scheme etc. to be visualised and executed. Though the job includes ingenious placement of merchandise, designing the hole environment and presenting the merchandise to the customers in a visually fascinating manner. They play a significant role in contributing to the sales and in attracting the customer’s valuable attention. In India, professional window dressers or visual merchandisers are few and far between two names however promptly comes to once mind are Perine an extremely youthful looking lady, received her first window dressing assignment from Bombay Dyeing.