Arrangement of shop windows
The main task of a shop window is to encourage the client to enter in just 3 to 8 seconds. In the time of the omnipresent advertisement it is extremely difficult.
One could think that it is about any arrangement. Nothing could be further from the truth. The shop windows are subject to a great machine which is called visual merchandising. (VM). Its rules mainly apply to big, chain companies which dispose of adequate resources. Though some elements of using VM can be also visible in case of smaller shops – if its owner is aware of the rules which the marketing and sales market is subject to.
Professional arrangement of shop windows is a decalogue of cardinal rules, such as: determining the target group and then choosing proper style, colours, depth perception as well as advertisement materials and forms of product exposition.
The queen of the market as far as shop windows are concerned is the beauty industry, fashion in particular. Everywhere in the world the shop windows of top brands attract with its settings – we recommend paying attention to the Asian market, especially Hong Kong, Shanghai or Singapore.
Planning of the arrangement of the shop windows takes place at the moment of designing the collection. Remember that apart from the creative vision one needs time to produce the setting elements and then deliver the full set to every point of sale. Frequently the creation requires not only the advertisement elements, but whole sets of shop furniture. So that the shop windows are coherent together with the shop window products detailed manuals are sent. Thanks to the manuals the look of the shop window should leave no doubt.
There is an interesting aspect of the fashion industry – the constant presence of the mannequin. Over the years it has been changing – as far as its shape and material it’s made from are concerned. However, the mannequins are not only used at shop windows, but inside the shops as well. Their employment (not only as an element of clothes exposition) is visible in the case of brands which abandon the shop window in the strict sense, but decide to open the perspective of the shop. Then the whole interior seems to invite the client and thus the whole interior is designed in an original way, using trendy commercial stalls, shop furniture and other elements.
Though the fashion industry is a mine of ideas we shouldn’t only stick to it. The automotive industry is also worth paying attention to. In Poland over the years we noticed that large showroom windows are a great – and free of charge – storage medium. Nowadays we can see various shapes of stickers informing about discounts or new car models. What is important is the fact that large showrooms are not located near shopping streets in the city centers where there are a lot of pedestrians. They are often located next to the exit routes and the showroom windows are seen only from the car or bus. The distance between the client and the product is definitely larger.
A shop window is also a creation. It is the art of passing on this what doesn’t have to be passed on using words – but by form, image or stenographic element. It is a possibility to communicate the unique value of the brand.
What will the shop windows of the future be like? They are already here and they rely on the new technologies. One of them is smart-glass – a glass or glazing whose light transmission properties are altered when voltage, light, or heat is applied. As a result you get a screen which enables presenting the desired content. The screen to create and change the shop windows is unlimited. The window shop can change according to the time of the day, weather (during the rain umbrellas can be advertised) or events which all the media talk about.
As you can see, each industry follows its own rules on the VM market. But all of them have got the same goal – make the client interested and make him enter the shop. In BOXINTERIOR when designing and arranging the shop windows, we pay a lot of attention to coherence between the brand, target group and strategy which has to be followed by the communication of the shop window.
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