Fashion Window Displays
08.414 Fashion Marketing
Sales & Promotion
Visual Merchandising
 Describe how and why visual appeal affects
sales.
 Identify and define elements and principles of
design as they relate to visual merchandising.
 Outline factors to be considered in selecting
merchandise for an interior display and for a
window display.
Visual Merchandising
 The promotional presentation of fashion
apparel and accessories.
 Methods will depend upon the target
customer.
 There are 3 purposes . . .
Selling Merchandise
Projecting the image of the store
Educating customers
Visual Merchandising
 Includes the creation of displays in windows
and showcases and throughout a store.
 The three dimension arrangement is a
creative art.
 Quality displays require the application of the
principles and elements of design.
Visual Merchandising
 To keep the customer interested, a standard
for successful visual merchandising is
frequent revision of the display.
 The use of color can attract customers.
 Simplicity can focus customer attention.
 Allowing customer to focus on few objects
helps to achieve visual impact.
Steps of Creating a Window Display
Designing – the creative, conceptual, and
planning stage of visual merchandising.
Building – gathering all materials and
assembling props.
Installing – the final step: cleaning,
dressing mannequins, and lighting.
Critical Elements of In-store Displays
Fixtures
The furniture and wall units used in stores to
display and house merchandise.
Versatile fixtures are store fixtures that are
easily changed to meet a new need—a concept
that appeals to both customer and retailer.
Critical Elements of In-Store Displays
Signs
Must have signs required by law, such as fire
exits.
If store believes in inconveniencing customer so
that they will stay in store longer, few signs are
used.
For customer convenience, signs can quickly
lead customers to the departments they seek,
can grab their attention, or can provide size and
pricing information.
Critical Elements of In-Store Displays
 Lighting
 Impacts the image of the entire store and is used to
focus the customer.
 How much to use means knowing the customer.
 Falls under three categories based on purpose:
 Task Lighting – used where a task or job must be done. (Mass
merchandising stores)
 Accent Lighting – directed at a particular spot with the intent of
focusing the customer on specific garments or accessories.
(High-end stores)
 Space Lighting – creates the ambiance of the store and provides
lighting to move through the store.
Types of Display Windows
 Enclosed – Have a full background and sides that completely
separate the interior of the store from the display window.
 Semi-Enclosed – have a partial background that shuts out
some of the store interior from those viewing the window.
 Open Windows – Have no background panel, and the entire
store is visible to passersby through the window display.
 Island Windows – Four sided display windows that stand
alone, often in lobbies.
Displaying Merchandise
 One-Category Groupings – Highlights a specific kind of item.
Similar items, but may be different sizes or colors.
 Related Groupings – Presents ensembles of items that go
together or reinforce each other.
 Theme Groupings – Displays merchandise according to a
particular setting, event, holiday, or other theme.
 Variety or Assortment Groupings – A collection of unrelated
items that are all sold in the same store. Usually for lower
priced retailers
Interior Retail Display Locations
 Just inside the store entrance.
 At the entrances to departments.
 Near cash/wrap (point of purchase) counters.
 Next to related items.
 Across from elevators and the ends of
escalators.
 At the outer ends of aisles.
 At open-to-mall or window area.
Display Merchandise Selection
 Be timely
 Represent the stock
 Be stocked
 Be in demand
 Be new
 Encourage complementary items.
 Coordinate with promotional theme.
 Look good in display.
Display Evaluation Questions
 How effective is the sales appeal?
 Was display coordinated with store ads?
 Does display help locate merchandise?
 Do props enhance or detract?
 Is signage legible and easy to understand?
 Does signage give selling points?
 Do displays work together?
 Have displays changed enough to keep
customers interested?