Plan a Window

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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 interact with window displays by touching sensitive panels on the exterior glass, which were connected to oversized screens set up in the window’s interior.

• Viewers could virtually design their own window displays by calling up brands and images that interested them from a programmed menu.

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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 settingEnvironmental settingSemi-realistic setting

Fantasy settingAbstract 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 displayLine-of-goods display

Related merchandise displayVariety 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

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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.

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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 accessories7. 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 DisplayFocal 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 DisplaySketch

• 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 & MaintenanceCommon faults

• Dust and dirt.• Fallen props.• Fabrics• Plants and foliage• Lighting• Heat

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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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