HISTORY OF THE WINDOW DISPLAY

T
he window displays you see in stores today
in some ways have not really changed that
much over time. A good idea for a window
display is still a good idea wether it is from a by
gone era or current. Realistically and this usually
applies to everything in life as well as business and
that is there are very few ORIGINAL ideas. What
are usually taken as Great new ideas are an adoption
of something that has been done before or a new
approach to the same idea. And this also applies to
window displays.
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The first shopkeepers tried to lure customers into
their store by ostentatiously exhibiting their names or by displaying their products in their windows or
on tables in the street, proving that they were open for business and proud of their produce. once
again you still see tis sort of thing happening today. In fact...(although this is mainly seen in the city
shopping centres, possibly because there is so much more moving traffic) and that is the use of
spruikers to draw passers by into a shop to 'check out' the merchandise they have ion display.

Even to this day you will find butchers displaying their produce in their front window which not only
serves as a display but also show the types of cuts they have available that day. The same with fish
shops as the catch can vary from day to day they too will display their produce ion the window often
garnished with all sorts of flora apparel in order to make it look enticing.

Florists not only pack their windows with their best floral arrangements for the day but also use other
components to compliment the arrangement depending on the season, For example during and in the
lad up to Mothers Day you will often see a lot display designed to tug at the heart strings of every
man and woman to remember their Mother on that special day. They will also carry the display of
their most fragment blooms out on to the foot path to lure in customers not only depending on the
visual display but the olfactory senses as well.

With the advent of new technology in the 1840's that tallowed the production of large panes of glass,
it was the department stores that started the mammoth design in window displays, taking the design
of window displays to a whole new level, By making food use of their large windows as stages, some
of them were as theatrical as a Broadway show.

Today the use of colour, props, atmospheric lighting on many occasions can sometimes arrogantly
over shadow the actual merchandise, as merchandising extends beyond its role of supporting the
wares and becomes and art form creating a statement or provoking a reaction.

Stores like London's Harvey Nichols have collaborated with designers and artists to produce eye
catching schemes where the merchandise becomes part of an artistic work. This is the correct use of
a window display if that term could be used, and that is marrying of the window display theme with
the actual merchandise being displayed.
It is the department store with this huge array of merchandise and vast amount of window space,
that is the pioneer of the window display. Smaller retailers can also take their cue from these large
retail stores by getting ideas for their own window and occasionally donating the whole window dis-
play to a particular theme based on an event that is happening either on a national global or even local
level. What do I mean by that? Well for example if the local high school is holding their school sports
you could base a window display theme around that event. This will have a number of benefits for
your business, not only will you bee seen supporting your local high school which will not only get
you custom from that families that have children attending the school but also from other members
of the community. But the main benefit will be that your window will be noticed simply because it
will be noticed.

THE IMPORTANCE OF WINDOWS DISPLAYS

IN A RECESSION

L
ike all industries in this age of rapid
technological expansion creative win-
dow display design and visual merchan-
dising have advanced in leaps and bounds.

With so many more companies having access

to these new tools and techniques to capture
the consumer's attention and imagination, the
window display industry is one of the indus-
tries that have certainly grown through this
technological revolution.

In these times with all the talk of the global

www.clipline.com.au financial crisis as a spending nation we are
being cautious with our spending and one of
the areas businesses tend to start to cut back on in times like these is their advertising and in particular
the window display.

However one of the most cost effective ways of grabbing someone's attention in that instance is
through a well dressed window display. With more and more companies realising the impact of dis-
plays, we are beginning to see more unique designs and increased efforts in this area.

So knowing that retail displays are an effective tool, where do we start and what should we be trying
to achieve? In the first instance brand image should be at the forefront of our minds. As the supplier,
you need to feel comfortable with the displays reflection on the company. We should not be afraid to
be bold with our display statement but should feel happy with the displays message and general image.
If sourcing an external designer to carry out your window displays, do not be afraid to question
aspects of the design and have a fair input with your own ideas. A designer will bring great artistic
flair to any project but you will bring brand knowledge and the two aspects should result in a pretty
fantastic display.
Once you have come up with a concept you are happy with, you need to ask yourself does it work?
You need to stand back and question the purpose of the display. You need to ask does it attract atten-
tion? Will people stop to look? Will it capture the imagination of potential customers? If you feel you
meet all these points you are half way there. You next need to be sure that you have addressed the
particular products or theme you are trying to promote. If it is a seasonal display, is this obvious
enough? Do your products or product message shine through the props and gimmicks, the props can
be an essential part of the display but should not over shadow your business or the message you are
trying to convey!
Props are a fundamental part of any window display. They will spark interest, catch your potential
customers' attention and will form the basis of any good display. All good props work well when used
in the correct context. Whether the props appear quite run of the mill or very outrageous, as long as
they are in keeping with the theme the idea should be portrayed. A good place to start is with things
that attract and excite you. For example; food props quite often capture attention as we all have that
connection with the things we like and can easily associate with. Giant sweets and candy displays for
example are always a winner! The bright colours attract the eye and the temptation of all things bad
for us holds our attention. They may only be props but they have a familiar place in many peoples'
minds! At the other end of the scale seductive high end props can be very welcoming. Items like
chandeliers, candle sticks, fake diamonds, champagne and silk fabrics can capture that part of us that
likes to be spoilt and pampered.

And of course there are the four Seasons that can play a huge role in the theme of window displays
and as your products change throughout the seasonal year, so should your window displays. Spring
and summer have seen some great nature inspired displays this year and flowers have played a big part
in many large stores. Halloween is possibly one of the shorter celebrated holiday events yet it is one
that is still big business. Halloween props can be either very comical or very spooky, giving you several
display angles to attack. Christmas for retail outlets is understandably a busy time. With increased
competition and high volumes of passing trade you need to ensure your display is the one that gets
people off the street. There are quite literally thousands of Christmas props and themes available for
you to experiment with. Don't be afraid to be different, it doesn't all have to be about Santa and
snowmen!

But these are the obvious ones. It pays to be in touch with your local community to know what events
are taking place in your town. you need to know what is going on and ask your self how can you use
this in communication with your customers through the use of a new short term window display.
Even things like a local school fete can be used as a them for a window display. The beauty of this is
that your store will be viewed by local customers as a business that is in touch with the community
and also your window will be one that is known as never being stale.

Whatever display idea you opt for and whatever way you go about it, remember your displays portray
your brand or business, they attract custom and promote your products. Window displays are one sell-
ing device we should not be ignoring.

To find out about the most cost effective windwo display available today visit:
www.clipline.com.au