In the beginning of the chapter, it gave a brief history of window displays since the 1940’s and compared them to present day. Every decade seemed to have a different category in which the display was named under. For example, during the 1980s and 1990s, displays became a matter of “hang ’em,” “drape ’em,” or “lay ’em on the ground.” In present day, the purpose of window displays has not changed since the beginning of window displays. It’s to bring about entertainment for shoppers. Even if a store’s window lacks entertainment, it brings the store back to life when shoppers enter the store. It’s all about emphasizing the fashion image of the store!
One great approach to catching the attention of shoppers is through humor. There’s always a hidden joke in every display. However, the importance is to make sure the display promotes and presents. The types of displays include the following:
♦ One-item display: a display showing one item. This is often used to promote the fashion image of the store.
♦ Line-of-goods display: a display that shows one type of merchandise.
♦ Related merchandise display: a display that includes merchandise that fit together whether through color or through the country it was imported form.
♦ Variety, or assortment, display: a display of unrelated items collected and put into the display that shows what is sold in that store.
A promotional display can be any of these displays that simply promotes! Promoting what? Anything! when certain special days come around the corner, everything is about that special day. For example, Father’s Day, everything is about dad! OR to promote a certain color, everything both inside and out will promote that color.
An institutional display, on the other hand promotes an idea rather than an item. For example, if a famous hero or celebrity dies, a window may be displayed to honor that person. A good example to use institutional display would be for breast cancer! The purpose of institutional display is to bring out a good word for the store to shoppers. This shows how community oriented the store is.
The different types of display settings include:
♦ Realistic setting: a display that depicts the image of something recognizable such as a room. When realism is the thing, scale is of the utmost importance. A realistic setting requires the careful blending of color, textures, shapes, and the proper lighting to keep the background at a proper distance.
♦ Environmental setting: a display depicting how and where a merchandise may be used. An example includes a display of a bedroom.
♦ Semi-realistic setting: When space and budget do not allow the time or effort for a fully realistic presentation, the display person may opt for the very popular semirealistic, or “vignette,” setting. The visual merchandiser presents the essence, the tip of the iceberg, and leaves the rest to the active imagination of the shopper.
♦ Fantasy setting: a display filled with detail and the opinions of the window displayer. A good imagination is required!
♦ Abstract setting: This display can be the most difficult. The abstract setting is predominantly an arrangement of lines and shapes, panels, cubes, cylinders, triangles, curves, arcs, and circles. The display doesn’t have to make sense but it sends a message to the viewer.
♦ Buildup Display: a display that has a variety of items related only in use, material, color, or place of origin. In general, the display must have balance and be easy to look at while adding movement to the display from item to item at the same time. When there is sufficient depth in which to set up the display, the buildups can go from front to back as well as from side to side. It would be like creating a pyramid with risers or cubes building up from either end while, at the same time, building from a low point out in front to the high point in the center. When displaying merchandise that is related, but of different sizes and shapes, the step or pyramid buildup will work, but it requires balance, especially asymmetrical balance. It is now a matter of building up one riser (or platform) with an object on it while balancing it with another riser that has a different sized object displayed on it. The overall height and look of the riser plus the merchandise must be visually weighted against the other riser and merchandise.
Overall, this chapter was very informative. I feel if I were to ever make a mock window display, I would have the right amount of information to make anything I want! I enjoyed learning about the different window displays and settings and the process in which each type of display is made.