What Is the message 

Focus on a particular trend, product

Scheme: developing idea into story that runs through many windows. Usually incorporates colour, props, photography and signage. A brands scheme makes them unique during key points in the retail calendar. 

Theme should resonate with the consumer 

Scheme should make sense with your product selection/ collection and stand out from other store windows

Pyramid: largest items placed at the centre/bottom and smallest on the outside/top 

Repetition: draws attention, helps makes impact by increasing presence, used to reinforce messages 

Focal points: draws eye to key item/outfit, usually the new on trend pieces 

Dropped in popularity with rise of digital screens, lightboxes, props and more elaborate/organic display options 

There have been protests in retail that they are not inclusive or reflective or real people 

Having props made means you can get exactly what you want to bring your campaign to life 

Search store images, research images you think use formations, mannequins or props to communicate a scheme

Attracting customers: eye catching window displays should attract customers into stores and increase footfall 

Building a positive image: an effective window display should provide a positive impression of brand and products 

Increase in brand awareness: a unique and individual display can help store stand out from the rese of the retail businesses in the area 

Promotion of sales and special offers: a window display is an effective way to highlight promotional offers 

To highlight new seasons or new products 

To communicate promotions or sales 

To direct customers online 

Use messaging to talk to customers about something important e.g. during lockdown some retailers had positive messages in their windows for customers 

Messages need to stand out on windows, emails and apps 

Tone of voice makes brands stand out 

Brand must be consistent in its use of language so that its writing becomes familiar to the customers, creating a specific tone of voice 

Tone of voice based on brand values 

Apple: innovative, inspire, think different 

Ted baker: cheeky, playful, quirky 

Values: what you say 

Personality: how you say it 

Technical language 

Use of slang 

How does the customer talk 

is it catchy 

Humour 

Current trends from catwalks, designers, trend forecasters 

Designer/brand concept 

Textiles and prints 

Colour palette 

Textures 

Silhouettes 

Inspiration/art 

Important to be in line with your customer, market and overall trends. Need to respond to your brands profile and consider your customers needs. 

Product should be styled to suit the trend to best communicate the seasons story and make the most out of sales. 

Styling Is how outfits or interiors are put together, its about coordinating items to complete looks and the presentation of the look. 

Neutral colours: white, black, grey and navy and can include silver, bronze and gold 

Colour clashing: 

Similar colours clash in a modern way. Red, pink, green, blue, orange 

Usually loud and eye-catching 

Colour blocking: 

Techniques to display blocks of colour on outfits, paring colours together to create a striking look 

Tonal colour: 

Using different tones of the same colour to create a look

The outfit, accessories, lifestyle pieces, the background 

 

Mobile apps show outfits styled on models. Flat lays, as product shots placed next to each other and on influencers or customers 

Zara layout is a little different as they have some products in the centre, on its own like the one on the left. Then they have some side by side like the one on the right. This makes the page look different to most apps, as they usually layout product images side by side. This is effective, as its different and breaks up the page and makes it more interesting. However, sometimes it may be inconvenient, as customers  may just want to see products clearly presented  out side by side, so they can browse easier. the way the products are models varies, as some are sitting or standing.

Message 

Key products displayed 

How is the design going to grab the attention of the customer? 

How will it tell a story that resonates with the customers? 

Relevant or your specific time period in the retail calendar

8-10 customers leave store without finding what they're looking for, even if its there 

80% customers will not ask member of staff to help 

A lot of decisions that customers are made subconsciously 

You get 3 seconds to make an impression 

Focal point: acts as centrepiece of a zone or collection, it usually combines product and styled mannequins, displays, props or signage 

Senses: 

75% of peoples emotions come from what they smell and they experience a 40% improvement in their mood when there exposed to pleasant fragrances 

 sight and touch: used as part of buying experience, approaching garment to touch texture or fabric 

Scent: used directly and indirectly to create an ambience. Clothing retailers may have an in house room scent that can be purchased as a room fragrance 

Temperature: if the store is hot or cold customers more likely to leave. 14% of arcadia complaints are about their store temperatures 

Sound: we are often drawn to brands that play music we enjoy 

Side hanging products: horizontal merchandising, places side hanging product within the customers direct line of sight on the same level. Technique to create boutique feel and gives a calm feel to a store. Little garment is visible, requires careful arrangement or sizes and colours. Negative is its difficult to communicate key outfits customers and means you have to use store design or display to create interest in the store 

Front facing products: 

Displays front of products, highlights features and value, used to display clothing match proposal, to grab customers attention

The information on a planogram should be thorough so its easy to replicate 

Group and merchandise products by category or segment 

Merchandise products from small to large, left to right 

Place their best products at eye level 

This leads to satisfied customers and visually appealing stores 

Primary zone: for the newest, most relevant product/collections 

Point of sale: for impulse buys, lower priced products 

Planning product adjacencies help with creating an easy shopping experience, visual merchandisers plan layout based on product segmentation and the best adjacencies to convert customers into purchasers

Focal points 

Mannequins 

Displays/props 

Fixtures 

Focal points are points of interest around the store such as: 

Mannequins 

Tables 

Front facing product shown as outfits 

High level displays 
 feature fixtures 

Graphics 

They are designed to catch the eye of the customers to lead them around the store 

Things to consider: 

Trend or collection you need to promote 

Key outfits 

Best selling products to engage the customer 

How the focal point will grab the customers attention

Ensure visual merchandising guidelines have clear, accurate and relevant instructions to store tiers , this saves time and allows team to identify the relevant information quickly and simply 

Use planograms or rack ups to create balanced clear visual merchandising guidelines: 

Creating balanced product collection is all about analysing your range and creating one that is on trend and helps improve your stores KPIs, its important to deliver this collection in  a concise, informative way, so your stores know exactly what they will be putting on the back wall for example 

Optimise floor space: 

Retail floor space, is one of the largest costs a retailer has, effective visual merchandising is all about optimising the cost per square foot to deliver higher profits, use all of the data at your disposal to specify where key sellers, trends and marketing should be placed, base guidelines on how much merchandise you can fit in your store without affecting movement and customer experience 

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