While strolling along in the West End, I can’t help but feeling mesmerised by the array of beautiful fashion merchandising in the store windows. Window display is a fine balance between creativity and business acumen and fast emerging as a powerful tool that can define, create or rebrand a company’s image. Fundamentally, this is the first contact point between the customer and the store which strategically deploys a plethora of tricks aimed at stimulating your mind and emptying your wallet. Sarcasm aside, window displays are, after all, a fantastic form of dynamic advertising, promoting a “dream” and unveiling their latest seasonal offerings.
To inject interest into a new collection, the art of window dressing becomes a critical marketing tool: accessories, colours, lighting…anything goes to make sure that the right image reflects the store identity and attracts the right target market (age group, gender, etc.), ultimately translating into more sales.
A large and interesting topic highly documented elsewhere I’m sure but in the meantime, let me show you my very own offering of window displays that I captured walking along Oxford circus, Covent Garden and the very trendy Carnaby St.