Retail 201: Window Displays

mike lewis

• September 12 2008
• 2,955 views
• 2 comments

If the eyes are the window to the soul, the shop window is definitely the window to your brand. Window displays are a bit like tractor beams. If you gear them up right, they’ll draw unsuspecting shoppers to you in a trance like state, checking all frugal inhibitions at the door. Done wrong, they’ll have them skittering to the other side of the street.

Here’s a few tips from folks that have dedicated their lives and sold their souls to achieve window dressing enlightenment:

1. Stand out!
First and foremost, a retail window display must be eye catching. It takes only a few seconds to walk past a store window. If you don’t grab their attention, you’ve lost the sale. Priority one is to divert the focus of the shopper to your store. At a minimum, your store windows need to be more edgy and engaging than the competition next door to you and across the street. (Source: gaebler.com)

Apple Store - done with window paints.

2. Be a quick change artist
Passersby will quickly tune out stale window displays. It’s a good idea to change your windows at least every month. Smart retailers put in place a window display plan for the year and then execute the plan. In that way, you know when you will be changing out your windows and can prepare accordingly. (Source: gaebler.com)

Groupsourcing masters, Threadless’ Chicago window is updated each week with a mashup of t-shirt designs.

3. Keep your camera handy
Inspiration comes at random times and great ideas often come from other stores. If you see another display you like, snap a photo of it and save it in a special file on your folder. Next time you’re feeling uninspired, go through these and snipe some ideas.

Sony’s flying rabbits are worth a space in the file.

4. Let’s get digital
Using TV’s or other technology to display moving pictures is a great way to change up your window display and barely lift a finger. Plus, it’s an excellent way to showcase vids you have for sale, your shop team or the live feed to your dressing room.

James Wagner shot this of NYC’s Supreme skate shop. “The image is that of three skateboarders studying videos of skateboarders. They are looking at a number of monitors behind a grill protecting the display window of a skateboarder shop, Supreme, closed for the holiday. The street, normally quite busy, was otherwise virtually empty.”

5. Work with vendors
Big duh there, but a very important one. Your reps not only have a ton of free display material, they also have a wealth of experience in setting up windows. Pick their brains and make them your free consultant, but don’t let one brand hijack your display consistently.

Nike SB footed the bill but it’s subtle.

6. Lure ‘em in with lighting
This is key and can be done very effectively on the cheap. Good lighting is important both day and night to avoid shadows in the day and keep your message charging for all the creatures of the night. Try various color schemes, lava lamps, or strobes. There’s nothing like a seizure in front of your store to draw a crowd.

Burton knows a thing or two about retail.
Photo: Snowboard-Women

7. Get with the season
Holidays are a great theme to use to your advantage, and in addition to the old standbys, there’s no end to bizarre ones to frame your displays around and arouse curiosity. Did you know that September is not only Fall Hat Month, but also National Blueberry Popsicle Month, Better Breakfast Month, and Chicken Month? Hell, today, September 12th, is both Chocolate Milk Shake Day and National Video Games Day. For more insight, go HERE: http://www.holidayinsights.com