Window displays: the original communication tool.

The art of window displays has been around for over a century, they are one of the greatest forms of communication a company can use. Many companies who own a shop do not realise the huge impact and importance a fantastic window display can have on its brand image and future consumers. If you walk down any main street in a city, town and even a village there will undoubtedly be rows of shops, each one fighting for your attention. This is where some shops fall down and miss the point, they simply put a few products that they sell in store into their window with a few aged mannequins and expect this to be enough. It isn’t, people will carry on walking right past. The window needs to stop someone in their tracks, intrigue them, and make them see something that they then want to buy.

Mr Selfridge, one of the original pioneers of visual merchandising, understood that the windows of a shop are in fact the “windows” of your brand and what you sell. He led the way in imaginative and innovative window designs, using themes and stories to entice passers-by to stop, enjoy and remember.

I believe even to this day Selfridges department store has one of the best reputations for window displays, I for one like to visit the London store regularly to look at what they are showcasing in their windows. This year again the visual merchandising team have come up triumphs with their play inspired xmas display- 

http://www.independent.co.uk/news/uk/this-britain/tower-block-features-in-selfridges-festive-window-2118847.html

Other stores who I think really utilise their windows are Anthropologie, Zara, All Saints and House of Fraser, these stores update their windows regularly, create displays that communicate their key messages and most importantly have fun whilst doing it.

Window displays are free advertising space; they are an opportunity to promote a store without limits. They communicate with people there and then. They persuade. They tell hundreds even thousands of people everyday what your brand is about and what you stand for, don’t forget them! 

Recent Fre23 Media window display for Ruinart