Window dressing for pharmacies. Window dressing for shops, cafes, restaurants Window dressing methods

The main goal of window dressing for a clothing store is to make as many people as possible want to visit it. It is about the "art" of window dressing that will be discussed in our next material.

Why do you need window dressing?

A showcase is the “face” of a clothing store, its calling card. From just a glance at the window, a passing person should have a desire to visit the store, and therefore become a potential buyer.

Tastelessly designed shop windows will “scare away” any client, but a stylish, bright, eye-catching shop window is an effective tool to increase the turnover of any outlet, especially a clothing store.

A beautiful showcase of your clothing store is a kind of “motivator” and an incentive for a person to stop and go to the store. Therefore, window dressing should be approached from a professional point of view.

It is not uncommon today for shop owners to believe that window dressing is a secondary matter and should not be paid attention to. This opinion is unanimously recognized by marketers and merchandisers as erroneous.

The so-called "shop window" - the art of window dressing - is a "mixture" of several areas at once, such as decor, design, marketing, painting. Window dressing is best left to professionals who will develop a special design in accordance with the needs of the customer.

But if there is no opportunity to use the services of professional designers and merchandisers, thanks to the simple and useful tips from our article, each store owner will be able to beautifully and tastefully decorate a shop window.

Clothing window dressing principles

Depending on this, the approach to selling different types of clothing will be different: the window of a fur store will be radically different from the window of a clothing store for teenagers. Also, the showcase, as a kind of “motivator” for a person to make a purchase, will differ depending on:

• age;
• gender;
• social status;
• prosperity of the target group of the store.

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Do they want to attribute themselves to a group of successful people, buying clothes of a certain brand, or get the approval of others, do they want to hide their shortcomings, or vice versa, emphasize their social status?

As soon as the store owner receives an answer to this question, he will be able to decide in accordance with which concept the window of his clothing store should be decorated. After all, it is at one glance at the window that a person should receive a certain “advertising” message.

Having decided on the needs of the target audience of your clothing store, start thinking figuratively. What does every girl and woman want in spring? Of course, new emotions, lightness, love, renewal, attention, fresh colors, smiles. This means that the showcase of your store must be decorated using these “spring” motives.

If you need a showcase for a men's outerwear store, then buyers associate a man in a coat with masculinity, even brutality, a desire to stand out from the crowd, which means that the showcase itself should correspond to this concept - strict tones, calm colors, tranquility and a general message - a certain "confidence" in everything.

Perhaps the most important thing in window dressing is the choice of color. A good solution would be to design a showcase to advertise a new collection of clothes in your store just the same in the style of this collection.

Experts consider the creation of a layout of a future showcase to be the right decision. Draw the way you see the future showcase of your store, its color scheme, the location of mannequins, accessories, inscriptions, price tags.

Think over the composition of the showcase - it will be a harmonious “picture” from life, or vice versa, some kind of abstract chaotic picture that surprises passers-by with its disharmony. In any case, the choice is yours.

Accounting for goods in a clothing store is easy to keep with the Biznes.Ru program. Keep track of sizes and colors, and create your own loyalty program to sell off the rest of your old collections.

20 basic rules for window dressing

Comprehensive trade automation at a minimum cost

We take a regular computer, connect any fiscal registrar and install the Business Ru Kassa application. As a result, we get an economical analogue of a POS-terminal as in a large store with all its functions. We enter goods with prices in the Business.Ru cloud service and start working. For everything about everything - a maximum of 1 hour and 15-20 thousand rubles. for the fiscal registrar.

1. Update the clothing models in the shop window at least twice a month. A good "reason" for changing models is updating collections, new seasons, sales, promotions;
2. In addition to interesting sets of clothes, use accessories - they always make mannequins more elegant, attract the attention of potential buyers;
3. All items shown on the mannequins must be on sale in the store;
4. The window of your clothing store should always be clean. Grease stains, stains, dirt are not allowed;
5. Information about the start of sales in your store must be on the window without fail, focus on lowering the prices of goods, hang up bright inscriptions "SALE";
6. The background of the showcase should not "distract" the attention of a person from the presented models themselves, and the composition should be unified, holistic, harmonious;
7. The showcase should be located as close as possible to the floor of the store, and the mannequins should be slightly above the eye level of a passing person, but at the same time close enough so that he can see the thing he likes;
8. The human eye perceives repetitive, alternating elements, symmetrical and complete compositions better. Patterns are a good solution for a showcase;
9. An interesting design solution would be the use of "framing" - the conclusion of an object in a frame. This will help distribute the "accents" in the showcase composition, enhance the impression;
10. It is the sets of clothes from the showcase that are sold best and fastest in stores, and it is in the combinations offered on the mannequins, which means that if you can correctly combine things with each other, then there is a high probability that clothes will be bought as a set, and not separately;
11. Observe the proportions of the so-called "golden section" - they are best perceived by the human eye;
12. Proper lighting of the exposition in the showcase is the key to the success of the sale of goods.

The program for automating a clothing store Business.Ru will become an indispensable assistant for you. Here you can select the most active and most solvent buyers, assign them appropriate statuses in the system. Develop your own work algorithm and priority communication channels, for example, personal offers in SMS mailing for the most solvent audience.​

5 secrets of a successful store in 2018. How to arrange windows. Video

Window dressing during sales

The sales period is a really important period in the work of any outlet, which means that you need to decorate the window and the store itself properly. Price tags, inscriptions, graphics, colors and all pos-materials should be bright, "assertive" and to some extent even aggressive.

There are many different outdoor advertising tools. Billboards, streamers, LED displays, pavement signs - all these media are actively used by enterprises to promote the brand and increase demand for a product or service. However, one should not forget about another effective means of promoting an enterprise, institution or store, namely, an outdoor showcase. Experts say that a properly designed, attractive and informative showcase can significantly increase sales and make the point more attractive in the eyes of potential customers. However, is a showcase a universal means of advertising? What are its main pros and cons? What are the main types of display cases? You can find answers to these and many other questions in this article.

What is a showcase

A showcase is a glazed part of the facade of a room, the main task of which is to inform passers-by about the goods sold or the services provided. In fact, a showcase is a visiting card for many retail outlets, salons and firms. Experts say that the effectiveness of this advertising tool is equivalent to the effectiveness of print advertising in a major publication.

In general, the showcase performs a number of important advertising functions, including:

• Familiarization of potential customers with the most popular goods and services at the point of sale;
• Promoting a new product or service;
• Notification of discounts, promotions and special offers;
• Increasing demand for store products in general.

Advantages and disadvantages of shop windows as an advertising tool

1. Direct impact on the consumer directly at the point of sale. So, every person who sees your showcase and is interested in the displayed product or the described advertising offer has the opportunity to immediately visit a point of sale or an enterprise.
2. Huge scope for imagination. There are many types of showcases and options for their design. You can choose budget types of advertising in the shop windows, or turn the glazed parts of the facade into a real work of art.
3. The ability to demonstrate the most popular types of goods sold.
4. Possibility to change the window at any time. In essence, the storefront remains a permanent promotional tool that can be adapted to the current situation. So, for example, when you receive a new fashion collection, you can change the models that are in the window, and during the sales season, you can put information about huge discounts on the windows, which also stimulates sales. In other words, the format of this media allows you to make advertising really relevant.

Showcase types

There are many kinds and types of showcases. They are classified according to various features and characteristics, having studied which, each entrepreneur will be able to choose the option that suits him.

Classification according to the method of placement and length

1. Single extended. If you purchased or rented a room with just such a showcase, this can be considered good luck. Usually extended showcases have a large area, which means that it leaves a lot of room for imagination. If you decide to make the shop window illuminated, your point will be perfectly visible even in the dark evening.
2. Multiple showcase. Such showcases are a grid divided into several blocks. Despite the fact that not all ideas can be implemented on them, you can work on creating a series of images and text messages that will become a whole story for every passerby.
3. Double storey window. If your store or business spans multiple floors, you can work on creating a truly massive display. However, remember that there should be at least two very large objects on the showcase - this is the only way your advertisement will be visible from a considerable distance.
4. Multi storey showcase. Such a showcase can make absolutely any building noticeable. Moreover, its main advantage is that a large area allows you to implement even the most non-standard and original advertising ideas.
5. Corner showcase. This option also has its advantages. First of all, such showcases affect two pedestrian flows at once and allow you to create three-dimensional compositions.

Classification according to the degree of openness

Open.

Through such show-windows the internal hall of a trade point or the enterprise is freely looked through. They can become effective means of promotion only if the interior and interior design of the premises are attractive enough for potential customers. In this case, the showcase is able to increase turnover by 10-15%.

Closed.

As you might guess, closed shop windows do not provide an opportunity to inspect the hall. They are fenced off from it with the help of a special partition. Such a partition, in turn, can be decorated with various advertising banners, painted or upholstered with drapery. The space between it and the glass can vary in depth and be used in different ways, depending on the profile of the store and business and the impact that needs to be made on potential customers.

Semi-open.

Through such showcases, you can see both part of the hall and the advertising composition.

Classification by artistic decision

Commodity

In such showcases, only goods from the assortment of the outlet are presented. They can be displayed on mannequins, special stands, podiums and supported by price tags and images.

plot or thematic

When designing such showcases, designers focus not so much on the product itself, but rather on an idea that can become attractive to potential customers and at the same time correctly reflect the profile of the enterprise. It can be embodied in the form of a still life or a scene, enticing passers-by with its imagery. The only disadvantage of such storefronts is that they "spray" attention, instead of clearly focusing it on a particular product.

Commodity-plot

Similar show-windows are a combination of two previous versions. They involve the use of original, non-literal ideas along with a demonstration of the product being sold. In such showcases, you can usually find a variety of decorative elements, ranging from three-dimensional letters or images, to artificial flowers.

promotional

As you might guess from the name, the main task of promotional showcases is to inform passers-by about special offers and discounts. As a rule, the main attention is paid to the “loud” figures, “50%”, “60%”, “70%”.

Classification by main function

1. Traders. Such showcases urge passers-by to buy a very specific product in the shortest possible time. In other words, they are designed to lure the buyer by showing exactly what he needs.
2. Prestigious. Such showcases, in turn, are aimed at supporting a certain image of an enterprise or outlet. So, for example, luxury clothing boutiques often decorate shop windows as stylishly and elegantly as possible, not just displaying mannequins, but creating a whole artistic composition.

Window dressing methods

There are also several window dressing methods, each of which is detailed below.

1. Registration with the help of special promotional materials. These materials include: large format printing, color films on glass, light panels.
2. Commodity display. This method has already been partially described above. It involves the display of products with a specific idea, for the implementation of which additional decorative elements can be used.
3. Light decoration. This method is especially relevant when the level of illumination on the street is much lower than in the shop window of the point. In other words, such shop windows are clearly visible on a street that is not too lit, in a shopping center or complex, etc.
4. Outdoor advertising in the window. Some retail outlets can afford to use display cases to rent them out to other businesses, industries, and stores. In fact, such advertising works both for the promotion of the advertiser and for the promotion of the outlet that places the advertisement. However, this method can only be used if you really do not need self-promotion.

The effectiveness of advertising in shop windows, taking into account the profile of the enterprise

A properly designed, bright showcase can bring significant benefits to the following firms, enterprises and outlets:

• Establishments: restaurants, pubs, bars, fast food outlets, cafes, etc.;
• Beauty salons, solariums, manicure studios, barbershops, hairdressers;
• Clothing and footwear stores;

In some cases, shop windows will be an excellent auxiliary tool for promoting real estate agencies and even travel companies. However, they will not benefit manufacturing enterprises, educational institutions and, for example, hotels and hostels.

How to draw attention to the window

1. Informing about the enterprise or outlet;
2. Creation of an idea of ​​the goods sold or services provided;
3. Persuasion of the consumer in the existence of special qualities of products or services;
4. Creating a desire to visit a store or business in order to purchase goods or receive services.

To achieve these goals and make the showcase a truly effective promotional tool, you must follow these guidelines:

1. Before developing a concept and design, it is necessary to conduct market research and determine which group of people it will have to influence. After clarifying these questions, you will be able to develop the right design that will attract exactly your potential customers.
2. The design of the showcase should correspond to the general style of the enterprise or outlet. So, for example, if you are designing a children's store, then the showcase should be as bright and colorful as possible.
3. If you can equip a showcase with lighting, this will be a huge plus for a store, salon or company. It will make the facade more expressive and will attract the attention of passers-by in the dark.
4. Before developing a design and thinking through technical issues, you need to evaluate the distance between the shop window and the pedestrian. If this distance is 2 meters or more, you should try to fill the entire display space. If people pass right in front of it, the most attention should be paid to the middle of the bottom.
5. Window display should be changed regularly. This does not mean at all that you will need to re-equip it constantly. It will be enough to replace the goods on display, to change the design slightly according to the time of year, etc. The same design is too boring for passers-by and ceases to attract their attention.
6. Before approving the showcase design, try to assess the sustainability of each of the materials. So, for example, display cases are very susceptible to the negative effects of sunlight. That is why in this case it is better to purchase a special sun-protection glass that will help preserve mannequins, models and the goods themselves.
7. The window needs constant care. An untidy, dusty shop window is rather anti-advertising. That is why it is worth designing it so that cleaning and any changes can be done without any problems.
8. Do not turn the window into a pile of goods. “The more, the better” is a principle that definitely should not be followed when designing a shop window. Such a layout will not attract, but rather repel potential buyers. Display only the best, most popular or new products.
9. Complement your display with posters, banners and stickers to highlight your unique offering. Thus, the exhibited samples, accompanied by the inscription "70% discount" will be sold especially quickly. The same applies to a simple, extremely concise description of the product, which will allow the client to understand why he should visit your particular store, institution or enterprise.

Where to order window dressing

Advertising agencies specializing in outdoor advertising will help to create a design project for the design of an outdoor showcase and bring it to life. The choice of a company should depend on the complexity and scale of the task. When it comes to film applications or installation of advertising banners, you can choose any company with a good portfolio and reputation. However, if you want to order window dressing for an elite salon or boutique, it should be entrusted to professionals who have extensive experience in performing just such work.

The modern shopper needs to be constantly surprised, whether you're inviting them to a clothing store, handbags, fashion accessories, or a bookstore. If a few decades ago the presence of a glass showcase with mannequins was already something special, today such decoration is considered boring and uninteresting.

Decorative design of shop windows is an obligatory component of communication with the buyer. Each season, the arrival of new collections on sale and the beginning of the sale of old ones should be illuminated, attract attention, including emphasized by a beautiful decor located behind a glass showcase.

Window dressing is not to be underestimated. In fact, there is a whole science - window dressing, which studies the subtleties and secrets of the creative process, aimed at creating an attractive picture behind glass. It is difficult to disagree with the fact that brightly and correctly decorated shop windows are the best advertisement.

With the help of showcase decor, you can solve the following tasks:

• draw attention to the point of sale;
• tell customers about promotions and discounts;
• visually demonstrate the assortment in the original form;
• present a new collection of goods;
• decorate the store for some holiday or important event;
• make the visual presentation of the outlet unique and stylish.

If you want to succeed in business, then your store must be decorated better and more interesting than competitors' points of sale.

Window dressing with fresh flowers: emphasize the uniqueness of the store

Everyone knows that fresh flowers bring a special atmosphere to the interior, fill it with comfort, aroma and make the room unique. Even a small composition on the table of an ordinary cafe makes the place special and attractive. Window dressing with flowers is no exception. This store will become a favorite place for shoppers. After all, flowers attract to themselves on an energy level, they attract attention and adequately distinguish your store from the background of others.

Window dressing with flowers is a special technique of window dressing, it has long been used by well-known world brands. This helps them to declare their uniqueness and excellence, as well as to attract new and retain regular customers. Flowers especially attract a female audience, so boutiques with women's clothing and accessories are simply obliged to use floral arrangements in the decor from time to time.

Such material for decoration has one drawback, sooner or later it will lose its freshness and beauty. But modern methods of florists allow you to extend the life of flowers, so if you decide to make the window more beautiful and brighter for some holiday or event, then the resource of plants will be enough for a long period.

Shop window decoration can be done with flower panels, arches, large and small compositions created by professional decorators. All decor is selected for the brand concept and for a specific theme. It can be a bright, colorful Hawaiian party or elegant 30s-style New Year's decor.

Artificial flowers in window dressing

Creative flower installations installed in a shop window can be made from artificial flowers. Modern materials and exclusively manual work allow you to create plants that are not inferior in beauty and luxury to natural flowers. The main advantage of this decor is durability. Decorating shop windows with flowers made of paper or textiles will create a magical atmosphere inside the store for a long time.

For showcase decor, you can choose:

• panels or flower walls,
• gigantic flowers,
• arches and garlands,
• flower arrangements in any style,
• bouquets in vases and on stands,
• artificial trees and bushes.

Each of these elements look amazing behind glass, especially when the storefront is designed by a professional team of florists and decorators. Experts know how to combine colors correctly, in addition, they can advise which shades are best to use in order to attract buyers.

The floral decor in the window should be in moderation, it should emphasize the beauty of the displayed goods, complement the design concept, and not overload the entrance to the point of sale. In addition to flower arrangements, other accessories can be used in the decor of the store. These can be mannequins made in an original manner, figurines and figurines, furniture elements, etc.

Window dressing by Fleur Artdan floristic and decorating workshop

The workshop specialists have repeatedly created stunning installations in the shop window. We are convinced that flowers will look harmonious in any store, the main thing is to correctly combine the compositions with the existing design of the outlet. Live and artificial flowers are the best material to attract customers, with the help of such decor you can reproduce various thematic ideas of window dressing and bring absolutely any idea to life.

Fleur Artdan floristic and decor workshop provides a full range of window dressing services with flowers. Our catalog contains ready-made compositions, panels, floral objects and collages, unusual accessories and handmade artificial flowers. We can make any composition to order.

Examples of window dressing can be viewed on our website. Choose the style and ideas, and decorators and florists will create a real fairy tale in the shop window, which no buyer can pass by.

Recently I came across an interesting article in the My Modern Metropolis community. Article about creative showcases. It was written quite a long time ago (2009), but it has not lost its relevance at all. So I decided to translate it specifically for the readers of the Vitrinistika.Ru blog. Hope everyone enjoys it.

P rethinking everything that we once knew about shop windows, we note: creative windows never stop in their development. A mixture of art, fashion, design and marketing, window displays should not only grab your attention quickly, they should make you enter the store.

Helping to make a choice, showcases also play an important role in identifying a brand.

Showcases have become more and more like art installations and fantastic scenes from films. The average person can only guess about the time spent thinking, planning and setting.

However, what is it like when art comes to life and comes into our lives?

Lanvin's Windswept Fashion

What could be more simple and beautiful than this? The windows of Lanvin's in Paris are brought to life by mannequins. Beautiful dresses and beautiful poses of mannequins make you smile.

Louis Vuitton: You're Under Surveillance

How coveted are Louis Vuitton bags? Enough to have a bunch of security cameras on high alert. These creative display cases make us think that Big Brother is watching us all the time. Again...maybe if we keep Louis we'll be instant celebrities! Hey paparazzi!

Calvin Klein's Pillow Talk Cases

The Calvin Klein collection storefront on East 60th Street in New York City is dedicated to the pillows of the world's most famous couples. The installation is a specific work - "Pillow Talk Bed" - by artist Jonathan Gorwitz, which was shown on PS1 MoMA.

Don't we love Barack and Michelle's pillows?

J. Crew's Sweet Ice Cream

Is there a better way to show off your pearls than to "drip" them on ice cream? J. Crew does an incredible job of displaying their jewelry in a super sweet display.

Maison Hermès Window Display by Tokujin Yoshioka

The Maison Hermès showcase in Tokyo was designed by Japanese designer Tokujin Yoshioka. The window uses a video of a woman blowing to highlight one of Hermes' most iconic accessories, their silk scarves.

Tiffany's Fantastic Fairy Tale

Artist Zoe Bradley uses paper to create these amazing structures for everyone from Tiffany and Louis Vuitton to Missoni and Donna Karan. This is a highly detailed artwork that makes a great backdrop for any luxury item.

Bergdorf Goodman Post-It Art

While we've seen Post-it art a million times, we can't help but appreciate these Bergdorf & Goodman showcases. Take a step back and you will see the faces of famous people, such as "Girl with a Pearl Earring".

Galeries Lafayette Department Store in Paris by David Lynch

One of the biggest department stores in Paris, Les Galeries Lafayette, invited David Lynch to design 11 showcases he created on the theme "Cars, Abstraction and Women". This is one of them called "Woman with a dream." Lynch showed a fully functional model of a train that traveled non-stop along the railroad tracks. This is how he describes his work: “I understand these windows as a labyrinth, a museum of streets where people move through signs. The windows are a transparent door to the unknown.”

The Apifera window installation for Selfridges Store

Selfridges department store invited Matthew Plummer Fernandez to create this installation. The project uses the analogy of the store as plants, the customers as bees, and the display cases as flowers, part of a plan by those who specialize in attracting bees. Inspired by the science of attraction developed in colors, the complex fractal geometry reacts and changes its breathing rate depending on daylight and passers-by.

Bergdorf Goodman's Fantastic Mr. Fox Dinner

Guess who's coming to dinner? What about the characters from Fantastic Mr. Fox! Wes Anderson. This holiday in the window was in the Bergdorf Goodman store.

Barney's Santa's Fair Trade Sweatshop

Back in 2007, Barney's in New York showed amazing storefronts as part of a "green" campaign. In this showcase called Santa's Fair Trade Sweatshop, the elves are surrounded by a list of the twelve Green Days of Christmas, on six composts. Only Barney's can do something so weird and wacky and wonderful at the same time.

Barney's Saturday Night Live X-Mas

Creative director Simon Doonan (Barneys in New York) installed storefronts in 2009 around the famous Saturday Night Live. Who doesn't remember the egg-headed heroes? Cool fact! Barney's art team became so obsessed with Jane Curtin and Dan Ainkroyd (the Remulak aliens) that the Eggheads got their own window display spots.

Apple for iPod Hi-Fi

Apple Storefronts shatter all of our preconceived notions about what a storefront should look like. For their new iPod HI-Fi, they simulated a broken window from the sound of this iPod Hi-Fi. It's time to shake things up, Apple!

Vuitton & Murakami's: Multicolore "Wrapped"

World-famous artist Takeshi Murakami has teamed up with Louis Vuitton to wrap the acclaimed flagship store with the signature 33 Colours, for the 2008 season. "The idea to wrap Fifth Avenue in Maison Monogram Multicolore came about while trying to do something really unique for the season," said Daniel Lalonde, president and CEO of Louis Vuitton North America. How I love walking past this store!

Sony/Spiderman

Sony Style in New York brought Spider-Man to life in time for the release of Spider-Man 3. Those lucky enough to pass by have seen the superhero and his new villain, Sandman and Venom, in the window and inside the Sony store on Madison Avenue, which includes video clips that are displayed on sensing technology LCD screens. Over six scenes from the latest film as Peter Parker confronts his tough demon and tries to understand the enhanced capabilities of his new black suit. It's amazing and captures all the attention of those passing by!

Source (original article): http://www.mymodernmet.com/profiles/blogs/the-art-of-window-displays-15

Have you ever wondered why you go to some stores and pass others by? If we analyze it, it turns out that each of us has 8-10 stores that we go to regularly.

Some are convenient for us geographically, in others the cut of clothes suits us, in some - good service or reasonable prices, there can be many reasons, and they are all practical. Therefore, it is quite difficult to force a person to enter a new store for him, because no one wants to change their habits and waste extra time.

But when you open your own store, you are “on the other side of the barricades”, and now your main task is to attract lazy and hurrying customers who still don’t know anything about you. How to attract their attention when they walk down the street or shopping center?

This task is performed by windows and signs, giving a chance to interest potential buyers and tell them about yourself before they enter the store. But you only have a few seconds to stop a potential client’s quick glance and prove to him that it is YOU who will make him the best offer, that he has found a “dream store” to go to “here and now”.

Professionals know that there is nothing better to attract a buyer to a store than a window display and a sign, so they need to be paid special attention.

The rules for window dressing are, in principle, the same for all stores, but there are nuances for jewelry, shoe, interior, etc. showcases.

A few basic rules for window dressing of various stores

1. DO NOT try to save on display space, this will not increase your sales.

Showcase space with a depth of 70 centimeters will never give you the opportunity to decorate it beautifully and organize competent lighting. Even the basic mannequin stand has a diameter of 50-60 centimeters, in a 70 cm display case the mannequin literally turns out to be its nose in the display glass, it cannot be rotated or placed beautifully, it looks like “begging for freedom”, sandwiched between 2 walls.

If you place two or more mannequins in such a narrow window, you will not be able to create any interesting composition with them, they will stand like soldiers in the ranks - shoulder to shoulder. And certainly there can be no question of any directional light on clothes. The lamp will shine on the mannequin exactly on the top of the head and illuminate only the shoulders, and black shadows will float from the nose or wig across the face of the mannequin. Merchandisers call this the "mask of death".

There are also practical considerations in order not to make the windows too narrow - due to the lack of sufficient space, it will be difficult to even put a mannequin in the window, let alone straighten his clothes or reach for a mannequin that is standing far from the entrance to the window .

2. "Pull out" the entire assortment that is in the store into the window.

A potential buyer must see the entire range. Even if you focus on sales, for example, on dresses, but also have accessories in your assortment, ALL the variety of goods should be presented on a mannequin placed in the display space. At least 5 things must be worn on the mannequin, otherwise it will look half naked. The standard number of articles on the mannequin is 7-12.

Your task is to offer the buyer not a single thing, but a complete set, how it will look on him in real life. This is a good incentive for a store visitor to buy several things. Please note that the mannequin should NEVER be barefoot, it always looks very strange, especially if you sell outerwear. If you do not have shoes in stock, just buy any neutral inexpensive black shoes and put on the mannequin.

We had a wonderful story on this subject when one of our clients, having a store with street windows, quite well decorated, asked us to look what was wrong in it, because. I saw that something in it looks strange.

The oddity was obvious and easily eliminated. It was the end of winter outside, there was a snowdrift in front of the window, while in the window there was already a spring collection on the mannequin and the mannequin was dressed in a bright dress and hat, and at the same time was barefoot. At the same time, he looked like the heroine of Dickens' stories, it was cold even to look at him. In 20 minutes, the mannequin was “shod”, a short jacket, bag and accessories were added, and everything fell into place.

3. Decorate windows in full height and in 3D version.

Showcases will look most interesting, when designing which you offer the client not only specific clothes, but also beat the situation, the context where he can use it.

To do this, the showcase must first be prepared in order to subsequently do it quickly and inexpensively. Please note that the mannequins themselves are taller than normal human height. Female mannequins 175 - 178 cm, male - 185 cm. This is done on purpose so that you can provide a visual focus on the clothes, and not on his head. We should not look at the "face" of the mannequin, but at the goods put on it.

In showcases, they are usually also raised to a podium 15-20 cm high. Mannequins standing on the floor look less presentable, you must admit that it is simply unpleasant to meet the eyes of a lifeless doll. Children's mannequins are lifted to the catwalks even higher, by 25-40 cm. Children's mannequins are rarely beautiful, and look like dolls with broken proportions, so you need to make every effort and skill so that the buyer is abstracted from their "faces", and the whole visual accent transfer to goods.

A common mistake in window dressing is placing mannequins and decorations at the bottom of the window space, leaving just an empty white wall above their heads. Showcases should be filled to the full height, so it will be much easier for you to attract the attention of a passing buyer and stand out among your neighbors.

Clothes in a showcase can be presented not only on a mannequin.

Ask your designer to come up with various additional designs on which you can present the clothes folded or lay them out in some beautiful way. If your window dressing budget is low, it can be inexpensive transformable structures (cubes, a wooden stepladder that you can quickly repaint and rearrange, something like a hanging swing with shelves, magnetic boards, whatever items you can think of). These structures can be either attached to the wall of the back of the showcase, or stand on the floor or be suspended from the ceiling.

There should not be many stationary elements in the showcase space; this is a place for creativity and a quick change of exposure. A place where you can adapt to the buyer at minimal cost. Customers themselves are not very attentive, and even just repainting the back wall in a different seasonal color, you create a different story for them and the impression that there is something new in the store, and for many this is precisely the incentive to go to the store to get acquainted with novelties.

You still have a display glass - this is also a field for decoration with various stickers, and not necessarily only with the inscription SALE. This is a continuation of your showcase, concept and story through which you communicate, talk with your buyer, invite him to your store. Just make sure that the decorations on the glass emphasize the clothes and goods on the mannequin, and do not block them.

4. Redesign your windows at least 4 times a year.

Our advice: newly designed showcases should be at least for each season, but it is better to change the showcases also for significant holidays - the New Year, St. Valentine's Day (which may not be “our holiday”, but somehow foreign brands have already taught us to keep an eye on him), March 8, etc., celebrate any holiday that your customers honor.

Any window redesign means an event in the store, which is definitely worth declaring, whether it is the arrival of a new collection, SALE, or the anniversary of the opening of the store or the entire distribution network. Create an emotional connection with the customer. It is developed for a long time and is difficult, but it is also very difficult to destroy it, and it is she who is an integral part of brand loyalty, do not forget about it.

5. Shop window lighting.

Shop window lighting should be strictly directional, and the direction should be to the most “significant” places, i.e. for goods, posters and contextual decoration. Lighting must be flexible and easily changeable, as the scenery will move and change.

The total illumination of the showcase should usually be 1200-1600 lux.

In principle, the lamps can be placed around the entire perimeter of the showcase, but at the same time, the lamps in the floor can shine under the mannequin's skirt, which is not very presentable, so when designing the showcase lighting, you need to understand what exactly you want to illuminate later and how the showcase can be transformed.

Keep an eye on your neighbors' shop windows - if the overall illumination of your shop window is significantly lower than theirs, you will lose the interest of potential buyers. You should be the most visible in the row of windows, so if there is not enough light, just add it - this will certainly lead to an increase in attention to your store.

6. Showcases of shoe and jewelry stores.

There are some nuances in the design of shoe and jewelry showcases, as well as any other showcases in which goods of small sizes are presented. Pharmacies, office supply stores, etc. can also fall into this category.

The peculiarity of these showcases lies in the relatively small size of the goods compared to the showcase space. Very often you can see that the goods are "lost" in the shop window among bulky structures, so try not to use very massive elements of shop window furniture and decorations.

In such showcases, the product should be at the eye level of a passing potential buyer, that is, the ideal height is somewhere between 1400 and 1500 mm. At the same time, shoes can be exposed from a height of 500 mm, because. there is such a "belief" that since the shoes are worn on the feet, in any case, you will subsequently see them from top to bottom.

Pay attention to the fact that if a potential buyer is located near a street showcase, then the height of the plinth of the building should also be taken into account, and relative to the showcase/showcase glass layout itself, the level of the goods may be at a height of less than 1400 mm.

The main question when designing showcases with small goods: how to fill the rest of the showcase and how to highlight the goods?

The simplest solution is bright lighting of the product, which significantly focuses attention on it. At the same time, if the showcase is located somewhat far from the passing client flow, then bright lighting will attract attention, even if the product itself is difficult to see from a distance.

The idea is to "break" the scale. Those who stand farther from the shop window see the picture on the poster and the brightly lit spot of the goods on display. And those who are already standing close to the shop window see a brightly lit product, but at the same time, a huge poster becomes just an abstract picture for them, now they no longer see the details on it. Accordingly, you get a showcase solution for all possible options for passing customers, and at the same time you have a good chance to keep their attention.

These are just a few tips and rules for window dressing. The rest is a matter of your imagination, taste, budget and nuances of presenting a particular product. A showcase is rather a tool to attract new customers and “withdraw” customers from competitors, regular loyal customers will come to you anyway, but they also require respect and care from your side.