Window Display | Functions and Objectives of Window Display
Dept. of Fashion Design
KCC Women’s College (Affiliated by Khulna University)
Window display is the fine art of displaying store merchandise in the store window. Window display is emerging as the new mantra in retail and is fast changing from a doll, uninteresting exhibition of wares in the store window to a dynamic form of advertising.
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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 Charging Cross, where he fitted the shop-front with large plate glass windows.
In the late 1800s, the widespread availability of plate glass allowed store owners to build large windows spanning the lengths of their shops where merchandise from the store could be appealingly displayed to draw in customers.
In 1874, he created one of the first major holiday window displays with porcelain dolls from around the world and scenes from “Uncle Tom’s Cabin.” This sparked the phenomenon of holiday window displays.
By the 1900s, more and more luxury retailers were creating elaborate window scenes to lure shoppers. Lord & Taylor took window displays to the next level with the development of hydraulic lifts under each window in 1914.
Now a day’s display windows at boutiques usually have dressed-up mannequins in them. Displaying merchandise in a store window is known as “window dressing”, which is also used to describe the items displayed themselves.
Function of window display:
The window display is undoubtedly one of the most powerful tools used by retail establishments to increase sales, as it creates in the passer-by a desire to purchase. Apart from this function, it also reflects the identity of the shop.
The function of window display is described below:
- An opening in shop fronts.
- Protected by glass on the outer part, which provides a space for placing samples of merchandise that is sold within, in order to attract the public’s attention.
- A medium which is a three-dimensional visual stimulus, which presents the product as it is.
- This is to attract the attention of the passer-by.
Objectives of window display:
Another objective the window display, merchandiser must fulfill is to convert the visitor into a regular customer as, ultimately, the window reflects the style of the shop. After fulfilling the aim of stimulating attitudes towards product purchase, the process to follow consists of several steps on points which we should concentrate on. These are explained below:
- The objective of a window display is to draw attention, and to do this it is necessary to know your audience well, to be able to stimulate their interest, feelings, etc.
- An enclosed store window in which customers can view only the window display and cannot see inside the store through the window.
- The decorating theme and the style and appearance of interior furnishings.
- Objects that establish a mood or an attractive setting for the merchandise featured.
- The physical and visual presentation of merchandise in an attractive and appealing way.
- A smaller version or partial mannequin.
- Objects that physically support or hold merchandise.
- Presentations that promote an idea rather than specific merchandise.
- A display, usually on a raised platform, viewable from all sides.
- Tools or equipment used in the construction of displays.
- A display case that has a glass top and front used to showcase merchandise the store wants protected.
- The perception of the store in the minds of its customers.
- Exterior presentation of merchandise to generate in-store traffic.
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