Window as Merchandising

Function

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 As Fashion Windows
• It is all about creating excitement and desire
in shoppers who are always open to
something new and different.

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As Fashion Windows

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As Fashion Windows

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 As Fashion Apparel Window
• The store’s fashion leadership position by
presenting the store’s newest trend
merchandise. They also educate shoppers by
showing mannequins that exemplify how
current trend garments may be coordinated
with accessories and shoes.

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As Fashion Apparel Window

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 As Home Fashion Window
• It may feature the latest dining trend,
complete with the utensils needed to cook
and serve a meal. They may also features
candles, dinnerware, and table linens that
relate to the dinner theme, encouraging
shoppers to create all of the ambience they
might find in a restaurant in their homes.

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As Home Fashion Window

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 As Promotional Windows
• It features products that are part of an
advertising strategy promoting an entire line
of goods, a single item, or a special storewide
event. Holiday, Independence Day, Valentine’s
Day.

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As Promotional Windows

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 As Sale Windows
• It announces the store’s major sale events and
may not feature any merchandise at all -
implying that the store is stripped down and
ready to sell out at low prices.

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As Sale Windows

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 As Drive-by Windows
• They are exterior store windows viewed by
people driving on city streets or passing
through shopping mall parking lots.
• The window treatments must be larger in
scale to be seen and understood from a
distance.

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 As Live or Demo Windows
• They are one of the most effective ways to
capture shoppers’ attention.
• Live models in windows have caused many
shoppers to stop and notice when they
suddenly waved or winked at an unsuspecting
passerby.
• It never takes long for a crowd to gather in
front of a window that has activity and
movement.

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As Live or Demo Windows

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 As Interactive or Through-Glass Window

• Electronic components invited passerby to

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Non Merchandising Window
Function
Windows displays serve purposes
other than showing tangible items of
merchandise

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 Institutional Windows
• Non-merchandising displays-devoted to
intangible ideas and causes- are described as
institutional windows.
• To publicize & support special events that
benefit charitable organizations.
• Retail store windows respond to national and
local news events.

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 Institutional Windows
• Cities with championship sports teams may do
congratulatory windows.
• When famous people die, stores offer memorial
windows honoring them.
• It also revolves around retail management’s desire to
project an image of community involvement,
humanitarian concern.
• Retailers do these special windows to enhance
corporate image and build goodwill for their
companies.

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 Space On Hire Window
• The part of a window (on glass) or full
backdrop is made available to Brands for a
limited period of time for which the retailer
charges money.

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Types of Display Settings

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Types of Display Settings
Realistic setting
Environmental setting
Semi-realistic setting
Fantasy setting
Abstract setting

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 Realistic Setting
• It is especially the depiction of a room, area,
or otherwise recognizable locale,
reinterpreted in the allotted display area,
either in the windows or inside the store.
• Example – On New Year’s Eve, a gala party is
the perfect setting for gala clothes.

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 Environmental setting
• This is a merchandise presentation that shows
an assortment of various related items in a
setting depicting how and where they may
eventually be used.
• The details that make up the realistic set are
actually the merchandise being promoted in
the display.

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Semi realistic setting/Vignette setting
• When space and budget do not allow the time
or effort for a fully realistic presentation, the
display person may opt for “Vignette” setting.
• The VM shows only a portion & leaves the rest
to the active imagination of the shopper.
• On ledges, in island displays, and in store
windows with open backs, a semi realistic
setting works most effectively.

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 Fantasy setting
• It can be as detailed or as suggestive as the
display person, budget, and time permit.
• It is creative, it does not require thought,
energy, and lots of planning, but it can be very
rewarding.
• For Example – Tables on the ceiling & chairs
on the wall, mannequin drifting, in midair.

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 Abstract setting
• It might seem as if it would be the easiest to
do, but it is often the most difficult.
• In this type of setting, the merchandise is the
dominant feature and the setting supports
and reinforces the message.
• It is predominantly an arrangement of lines
and shapes, panels, cubes, cylinders, triangles,
curves, arcs, and circles.

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 Buildup Display
• It is a mass display of a variety of items “related”
only in use, material, color, or place of origin.
• Usually merchandise is shown in groups.
• Each group or item is viewed as a separate entity.
• There has to be a movement from grouping to
grouping or item to item.
• Example – luggage, toiletries, cosmetics.

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TYPES OF DISPLAYS

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 Types of Displays
One-item display
Line-of-goods display
Related merchandise display
Variety or assortment display

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 One-Item Display
• The showing & advancement of a single
garment or any single item or merchandise.
• Example – It might be a gown designed by a
top designer, a one-of-a-kind piece of ceremic
or jewelry, or a new automobile.

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 Line-of-goods Display
• It is the one that shows only one type of
merchandise (all skirts, all trousers), although
they may be in a variety of designs or colors.
• There should be some connection or
relevance among the items or merchandise
that is displayed in the window.
• For example – Outfit designed by the same
designer, same fabric or print, or they could
all feature a common theme.

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 Related Merchandise Display
• Dresses, accessories, or other items that “go
together” are displayed because they are
meant to be used together, they are the same
color, or because they share an idea or theme

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 Variety or assortment display
• It is a potpourri of anything and everything. It
is collection of unrelated items that happen to
be sold in the same store.

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PROMOTIONAL DISPLAYS
&
INSTITUTIONAL DISPLAYS

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 Promotional Display
• It can be a one-item, a line-of-goods, a related
merchandise, and even, for storewide sales, a
variety type of display.
• The display advances or emphasizes a
particular concept, trend, or item.
• It promotes.
• Example – Sale, Mother’s Day, Father’s Day

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 Institutional Display
• It promotes an idea rather than an item or a
product.
• Example – To honour Mahatma Gandhi if
Lifestyle store sets a window.
A window is set by Shoppers Stop
to stop child labour.
• It helps further the store’s image.

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Masking & Proscenia
Masking
Proscenia
Theme

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 Themes & Schemes
• A theme is the topic of the window
presentation.
• It should include the color, the props and the
relevant merchandise that will make the
overall idea come to life.
• For Example – A swimwear theme may
include sand, palm trees, beach umbrella &
shells.

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 Themes & Schemes
• Schemes suits stores with many windows.
• A scheme takes on the theme but may be
adapted so that each window is different, yet
tells the same message.
• In retail chain stores window themes and
schemes will be carried into the store and
used in the in-store displays as well (creating
focal points & cluster) that is called as
“Docket” in Indian Context.

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 Themes & Schemes
• Print-work such as graphics or signage
reflecting the window message is the most
effective and economical way of carrying the
themes in-store.
• It is always worth considering where to place
the in-store displays to gain maximum
exposure; Mannequins or Props can be used
to create effect.

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 Themes & Schemes
• More attention is given to flagship stores.
• The challenge for the visual merchandiser for a chain
is to deliver the same message through the smaller
stores as well.
• This can be done by using a common thread, such as
a color, a graphic or a prop.
• All the windows are likely to be different sizes, even
within multiple chain stores, so often more than one
option of display needs to be designed and
produced.

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 Themes & Schemes-
Factors affecting creativity
• The budget immediately springs to mind.
• The need to design around specific items of
merchandise selected by the retailer.
• In certain cases (high-street stores/Designers),
the merchandise you can use may have
already been targeted for the windows,
possibly due to its presence in a major
advertising campaign.

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 Themes & Schemes-
Factors affecting creativity
• This will generally be the same for certain sale
items that need to be cleared quickly from the
store.

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 Themes & Schemes
• In that case, it is always best to start off with a
simple yet effective design that will win the support
of the retailer.
• Understanding the products and the perceived image
of the store will always be an advantage.
• It is always expected by VM to present the product
well showing or exhibiting the prominent features
within the window using props in supporting role.

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 Themes & Schemes
• First understand the theme and then consider
what look and message you hope to project to
the customer.
• It is best to start by brainstorming ideas and
ascertain what message you expect the
customer to perceive from the presentation.
• Do not forget the style and shape of the
product.

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• The prime source of inspiration for window
displays is always the merchandise itself.
• VM look at each product’s end use,
fabrication, style, and color as they begin to
develop display themes.
• The window’s motif is only a supporting
device.
• The store window is such a powerful
communication tool that it is crucial that
themes speak directly to targeted customers
and focus attention on the merchandise. 88
 Theme Inspiration Comes from
• Product’s end use, fabrication, style, and color.
• Current directions in fashion design – hem
length, fashion silhouettes, popular designers.
• Popular color palettes- seasonal traditions ,
designer, or market driven color choices.
• Recent, current, or upcoming events – global,
national, or local happenings that involve or
influence fashion.

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 Theme Inspiration Comes from
• Influential cultural directions- fads,
merchandising and lifestyle trends, new books,
magazines, recent films , plays, art, architecture,
entertainment.
• Historical perspectives – significant
anniversaries of events.
• Retail image decisions – unique or “signature”
architectural, decorative, or stylistic elements
exclusively characteristic of the retailer’s image
or the store’s design
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 Theme Inspiration Comes from
• Festivals – Diwali , Holi
• Nostagia – 1950s, 1960s, 1970s.
• New developments in props or decorative
items available from the display industry-
innovative items like metal shopping bags and
crystal clear up-scale ice cubes, unusual-
looking mannequins and alternatives.

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 Mood Board
• A theme board comprises of different moods,
whereas a mood board comprises of a single
mood.
• Example : Theme is Biscuits & mood is salted
biscuits. Theme board will carry different
types of biscuits like salted, sweet, sugarfree,
wheat etc, whereas mood board will carry
only salted biscuits.

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 Client Board
• It carries the visuals of Target market
segmentation with a brief about client
lifestyle.

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Concept & Idea

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 Docket Making
• Docket is a document which is prepared by
Head Office & forwarded to the stores for
implementing the themes or promotions.
• It provides options for various types of
windows, Focal Points & Cluster.
• It gives detailed information about window
planning as to what, where & How it will be
executed.

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 Docket Making
• It provides the information about the Printing
materials, Visuals, Props to be used &
Mannequin Placement in windows.
• Re-sizing takes place at store level.

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VM-Budget

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 VM-Budget
• In a business environment, creative ideas
must always have strong financial backbones.
• VM (Creative projects) must generate income
and contribute to profits.
• Store VM is always expected to work within
budget.

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 VM-Budget
• One should have the ability to use the
company’s resources wisely and bring
resulting profits back to the organization.
• VM must be able to control the store’s
budget.
• VM must know the exact (rupee) amount
available in your budget at any time.

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 VM-Budget
• Before VM make purchases or hire any
outside agencies or consultants, you have to
know how much money is left with you.
• VM should work on building strong relations
with your company’s Accounts Office.
• Keep track of each and every penny spend by
VM.

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 VM-Budget
• Tracking and managing department’s finances
is really important job of VM.
• If you are working in an established business,
the mechanics of the company’s financial
system are already in place through the
Controller’s Office or the accounting
department.

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 VM-Budget
• Although your commercial/Accounts
Department has no control over your
spending but they have the right to refuse
payment on your overspending or warn you
that you are exceeding your balance.
• In business, when you overspend your budget,
you can count on hearing from the controller
or your supervisor.

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 VM-Budget
• An effective budgeting system is one that you
actually use to guide your work track.
* The total amount available at the
beginning of your department’s
fiscal year.
* The total amount already spent
(bill that have been paid)

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 VM-Budget
* The total amount outstanding
(in rupees) already used or
bills that have not yet been
paid.
* The total amount that
remains available in the budget.

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 Store’s Budget (ABP)

Annual Business Projection

JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC Total

1000000 1200000 900000 950000 800000 850000 1000000 1100000 900000 1200000 1050000 900000 11850000

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 Store VM’s Budget

Annual VM Budget

JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC Total

7000 10000 7000 6875 4500 5000 10000 7500 6000 8000 10000 7000 88875

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 Store’s Monthly Budget
• Points to remember for monthly budget
* Theme change
* Promotion/Offer
* Props if any
* Printer cartridge
* Acrylic (A4/A5)
* Focal Points
* Column Visuals
* High Point Visual

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 Seven Mechanics of Window
Magic for small store
1. Select merchandise category.
2. Select color story.
3. Select theme.
4. Select props.
5. Select mannequin/fixture whatever required.
6. Select accessories
7. Sketch proposed window presentation

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 Designing a Window Display
• Sketch as per theme & Mood
• Which Window function will be followed.
• Type of Display to be made.
• Type of Display setting is required or not.
• Layout- Focal Point, Design Principles
• Grouping of merchandise
• Color
• Props

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 Designing a Window Display
Focal Point
• Large or small, a window needs to have a focal
point on which, when viewed from the street
or distance, the eye will instinctively rest.
• Larger windows may need more than one.
• The focal point is best placed just below eye
level, just off-centre. The eye may then be
guided around the window display to other
products.

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 Designing a Window Display
Sketch
• First stage in designing a window is to sketch out a
proposed layout options in the form of thumbnail
sketches. A lot of brainstorming is required at this
stage.
• The best thumbnail sketch need to be finished.
• The final drawing can be made manually or can be
finished using software like AutoCAD, CorelDraw,
Photoshop, 3D Max etc.

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 Window Standards & Maintenance
• Window checks are laborious and time
consuming, but they are essential for
maintaining the standards of a window
display.
• Window checks should be completed early in
the morning and at the end of the day.
• A checklist can be produced to ensure that
everything is in place.

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 Window Standards & Maintenance
Common faults

• Dust and dirt.

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• Checklist

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 Designing a Window Display
• Having chosen the merchandise, the theme
and the props, there are a few simple
preparations a visual merchandiser needs to
make to ensure that the window installation
process goes smoothly.

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 Checklist – White Glove Event Checklist

• In excel file attached with Hand out

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