Subject: Shopfronts and Store Brands
Merchandising
posted by JoyceOzier on Sunday, June 21st 2009 @ 7:04 AM
Hi Dennis,
As people involved in designing and creating training materials for independent retailers to create eye-catching windows that help branding and impact on sales, your question is a thought-provoking one.
More and more, mall stores are eliminating their display windows.
But really... it doesn't make any difference whether the store is designed with an open expanse or with traditional display windows.
Too few retailers realize that they can also do show-stopping visual things within that open entrance expanse. If it were a theatre, that frame would be called a 'Proscenium Arch' and more adventurous Theatrical Designers "break' the Procenium Arch by moving into the audience space.
A colourful grouping of mannequins or a prop-driven, sculptural object highlighting merchandise, set up in the store entrance frame is not only a surprise to passers-by, but can be just as attention-catching as an excellent display window.
...and because it is not expected, it can create excitement.
The trick is that is has to be BOLD and COLOURFUL to work.
We look forward to particpating in your Forum more. Thank you for setting this up for us.
Joyce, John and Shirley
RETAIL DISPLAY SECRETS LTD.
www.retaildisplaysecrets.com
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