Competition on the high street can be tough, with a number of established retailers, independent stores, and pop-up concepts all vying for the attention, and therefore the spend, of customers. While there is much to be said about brand recognition and presence, that which permeates culture beyond brick and mortar establishments, there are few tools more effective to a retailer than the potential appeal of a window display.
With the effort that many leading retailers go to in designing their window displays, it might be easy to understand their potential, however, imitation is not simple and retailers who seek to improve their window display designs will need to understand the fundamentals before placing their most enticing products into a window space.
Be Vibrant
Standing out and catching the attention of passersby should be the primary focus of your window display and, while other factors will come to shape your design with nuance and message, it is important to ensure that, above all else, the eye line of potential customers is being caught and appealed to.
Arrest attention with bold colours and bright lights. The products placed in the window needn’t themselves be vibrant but they should have the support of a bold decor to elevate their presence. Even a fresh white backdrop can be a strong enough platform to contrast understated clothing on mannequins, placing emphasis on the product’s quality.
Avoid Clutter
While a high street window might incline a retailer to seize every opportunity, filling every inch with their championed products, clutter is detrimental. Window displays are seldom effective as shopping aisles and should not be designed as one would the page of a catalogue. Instead, simplicity is key, allowing a select few products to speak of your entire store’s quality.
Know Your Audience
While your displays should always promote the core values of your product, the core demographic of your business may not necessarily be who you are trying to reach with a window display. For example, during certain periods, you may, instead, like to reach a younger audience or promote seasonal wares. A window display is an ideal platform to do this since many of those passing by might not realise that your products meet their needs, leading to footfall becoming new customers.
Advertise By Association
Display furniture and style choices are not solely for complementing products and they should be effectively used to communicate your brand’s core message and story. If you are seeking to promote sustainability efforts, then get creative with upcycled products or with retail furniture designed and constructed from environmentally friendly materials. Window displays can also effectively tell a story, allowing you to move beyond the product itself, selling the lifestyle instead, taking credence from the Elmer Wheeler maxim, don’t sell the steak, sell the sizzle.
High-Quality Equipment
Each window design you create will revolve around a few key pieces of display equipment and retail furniture. Whether mannequins, slatwall panels, or display cabinets, they should exemplify the quality of your brand and product, being also versatile so as to allow for various displays to be created simply and effortlessly.
For more information on how we can help, reach out to our team by calling 0800 587 5880 or, alternatively, by emailing sales@crowndisplay.co.uk.
