Window Display
High Street
Most shops will have a window display. This can be particularly important for shops in high streets that are in competition with others selling similar products.
Why?
The window display will generally reflect:
- the products for sale
- the nature and style of the shop
- special offers and promotions
Occasionally shops will use their window displays for other purposes, such as promoting a local event or a charity or to commemorate a national or international occasion.
Types
There are various types of window display configuration:
- Closed back display area
- Open back display area
- No display area (just a glass reveal)
Window displays can benefit from having an uninterrupted view with a minimum of window frames. They may be parallel to the street, or may be angled as part of a recessed entrance (arcade style). Corner windows may face two streets. Occasionally stores will have a window specially built into an external wall (shadow boxes). Some stores, particularly those with shutters, may have a display where there is no window at all. This type of display can produce a market stall affect.
Types of window display used will depend on the space available, the
volume and profile of people that will pass the window and the design of the
building.
Generally, fashion stores, gift stores and department stores will have a window display area, often with a closed back. Window displays for these types of store will often consist of 3 dimensional scenes consisting of props and perhaps some supporting media. Some stores employ staff whose sole job is to plan and execute window displays. Often a store will employ a specialist company to do this work. Some
department stores are famous for their window displays, especially at Christmas.
Food shops are more likely to have no window display area but will have posters displayed on the glass for outside passers by to view.
Scenes
The types of scenes displayed range from a 3-dimensional scene using props, through to a display of various media, such as posters and moving images or a mix of these elements.
The window display scene may consists any of the following:
- Single product promotion
- Product Group
- Large range of products
- Corporate theme
- Community theme
Any mix and match of the above items may be found in a window display.
Changing Scenes
Most shops will change or refresh heir window displays regularly to reflect changes in their product range or promotional activity. Typically, fashion stores will completely change their display at least each season.
Display Fixtures | Point of Sale | Window Display
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