Introduction


Window display is the fine art of displaying storemerchandise in the store window. Window display is emerging as the new mantrain retail and is fast changing from a dull, uninteresting exhibition of waresin the store window to a dynamic form of advertising. Retailers are recognizingthe importance of window display as the first point of contact between thestore and the customer and a chance to create the most critical first impression on the customer. Developed countries look at window display as a critical tool ofmarketing; however, in India, it is still an emerging concept.


Importance of window display


Window display is more than just a display of wares. Itis a unique form of advertising. As stated earlier, it is the first contactpoint between the store and the customer. It defines the store and gives anidea of what the store is all about to the customer. It determines whether thecustomer will walk into the store or walk away from it. It is an effective toolto use when the image of the store needs to be changed. Window display can beused as a means to portray seasonal merchandise. Window display can convey whatage group or income group of customers the store caters to.


With the rising level of economic growth in the country, thelevel of disposable income of the customers is rising. This has, in turn, led totough competition among the retailers. In this cut-throat competition, thoseretailers win who are able to attract and sustain the attention of thecustomers. Unique and effective window displays play an important role in thisregard. It is essential for all kinds of stores in the modern times, rangingfrom the smallest to the largest.


Done properly, window display can attract more customersthan a hoarding or a television advertisement. Moreover, it can attract theright kind of customers. In other words, window display acts as a filter. Onlythose customers enter the store who have a fair idea of what products it stocks and are interested in buying them. A lot of time and energy of the salesmenis saved as they need not concentrate on customers who might not be potentialbuyers.


Window display makes the decision making process of the customer rather simple. Based on the window display, the customer can easilydecide whether he wants to enter the store or not. Hence, window display also helpsthe customer by preventing unnecessary consumption of energy and time. There isno substantive evidence to indicate that window display leads to an increase insales. However, a number of cases have been noted wherein customers have undertakenimpulse buying under the influence of attractive window display.


Creativity plays a very important role in window dressing,but at the same time, business acumen is also required in order to make iteffective. The window display should be designed in a way that attractscustomers, rather than looking like a piece of art. The window display designershould design the window in the best way possible within the budget fixed forthe same by the retailer. Retailers in developed countries spend large amountson window displays, but Indian retailers lag behind in this respect.


Emerging trends


Window designers are now experimenting with concepts to tryto attract and hold the attention of the customers. One of these concepts isthe use of smell. In biscuit and cake shops, the windows are linked to nearbybakeries through pipelines. Whenever a customer looks at the window display, thefragrance of fresh bakery products is released. Similarly, apparel retailersare also making use of the fragrance of freshly laundered clothes in designingwindow displays. Some retailers are making use of motion to attract customers.


As more and more retailers are realizing the importance ofwindow display, a new class of professionals called window display designers havecome into existence. These professionals work full-time with large businesshouses, while they work on a contractual basis with small firms. The work of a windowdisplay designer requires a lot of creativity and a good aesthetic sense as wellas patience, hard work and a fair idea of market trends and customer behavior. Moreover,they should also possess a good flair for communication as they are required tocommunicate extensively with store managers and owners regarding the image theywish to portray through the store. Knowledge of fields such as graphic design,fine arts, construction, carpentry, architecture and lighting is an addedadvantage for a window display designer.


 

Conclusion


Window display is being largely accepted as a marketing tool for attracting potential customers, though it is still an emerging concept in India and other developing countries. An expert window display designer can make the window display more effective than any form of advertisement. The following suggestions can be made to increase the effectiveness of window display:


  1. Instead of a haphazard arrangement of products, a window display would be more effective if it is based on a certain theme.
  2. A simple and uncluttered display would be much more effective and would be more aesthetically appealing as compared to a cluttered one.
  3. The display should be changed from time to time so as to avoid monotony.
  4. Bright lights can be made use of to make the display effective. Individual items in the display can be highlighted using separate lights, which would help in making the display more forceful.
  5. Proper color and shape co-ordination would go a long way towards increasing the attractiveness of the window display.
  6. The window display should be properly matched with the other displays inside the store. Moreover, it should be representative of the wares in the store.




To read more articles on Textile, Industry, Technical Textile, Dyes & Chemicals, Machinery, Fashion, Apparel, Technology, Retail, Leather, Footwear & Jewellery,  Software and General please visit https://articles.fibre2fashion.com


To promote your company, product and services via promotional article, follow this link: https://www.fibre2fashion.com/services/article-writing-service/content-promotion-services.asp