Understanding The Art Of Window Displays
While social media has plays an increasingly important role in the reach of a retailer’s business, it is important that high street shops do not neglect their window displays. Street-facing windows have historically, and continue to be, the portal through which customers are able to glean information and impression from a brand space.
Effective window displays will not only give passing shoppers all the information they might need but will also have an element of appeal that will draw them inside. While neglected window displays, those that remain ill-considered on the high street, can very quickly make a retailer all but invisible as customers pass by.
Beyond The Product
While some retailers use their window displays as an opportunity to showcase products or information, perhaps to occasional success, high street retailers would do best to recognise that window displays communicate a retailer’s visual and brand identity.
This means that, beyond the immediate information associated with product availability and price, displays can communicate a brand’s environmental efforts, the quality of their products, or even the ethos at the core of their business. Lush, for example, are known for showcasing their inventory like market stall produce, with chalkboard displays and baskets, despite being health and beauty products. This is because the design has connotations of organic simplicity and, importantly nature. It takes only a glance at the store’s window display to get such an impression, which is far more effective than alternatives.
Know Your Audience
Depending on your shop’s location, window displays should be approached in different ways. Fast-paced environments, such as the inside of shopping centres, should err on the side of simplicity because customers will be passing by and not have the time to hesitate and take in complex displays. Alternatively, in quieter areas or streets with a slower pace, it can be advantageous to draw the attention of passersby with more intricate displays.
The type of products being marketed will also play a decisive role in window display arrangements. Hero products, for example, or sale items should invariably have the centre stage. While retailers that are promoting seasonal sales or a variety of products could do well to create a window of aesthetic instead, one that does not focus on a specific product but its general style.
Display Construction
Depending on the size of your window space and the type of products you wish to display, different retail furniture and shop shelving should be considered.Depending on the size of your window space and the type of products you wish to display, different retail furniture and shop shelving should be considered. Mannequins and slatwall panels are traditionally celebrated assets for their versatility and modular design. However, some retailers are going further and having bespoke assets created specifically for their window areas and shop spaces.
By doing so, they are able to curate their own ideal designs, optimising potential space and lighting to ensure that their products and tableaus look consistently great. While it is not a necessary investment, it is one that has a number of rewards.
Crown Display
Our team are dedicated to ensuring that your shop spaces and window displays are designed to your highest standards. If you’d like to discuss any item in our catalogue or receive a quote on a bespoke retail furniture design, then please reach out to us by emailing sales@crowndisplay.co.uk. Or, alternatively, by calling 0800 587 5880.
