The fashion window can be compared to the eyes of a retail outlet, a glimpse into the soul of the collection that is currently being highlighted within the shop. New media technologies are creating avenues of design for shop windows at a level of modernity that is unprecedented in history and it will be discussed in this paper…
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Then a discussion of the way in which the new forms of media are being used will be made in order to see how advantages of the new technologies are being exploited for the benefit of consumer marketing. This essay will explore the nature of communications as it is experienced between the consumer and the retailer through the event of the window display. The concept of ‘new media’ must be observed as a social term that defines time more than it defines a tangible concept. The new media emerged as communications began to grow in such a way as to change the nature of communication. New media involves digital media, cellular communications, internet interactions, and all of the technologies that are emerging from these forms (Lister 2003, p. 9). However, the concept is more than just the technologies. It is the evolutionary break between the world before the internet and the world that has emerged since its proliferation. The way in which humans now communicate has had an elementary shift. Communication is accomplished through writing, verbalizing or through interpretation of imagery. Communication is codified with signals that indicate context for the content. The impersonal nature of internet communication has been compensated for by the development of social languages that are in many ways kinder and friendlier than in previous forms of more formal communication. Therefore, the nature of how emotion is indicated in written language has become symbolized through pictorials, shortened references such as lol, meaning laugh out loud, and the use of capital letters or small letters. Furthermore, because of the heavy use of advertising, the way in which movement of digital imagery and impact of colour usage has been defined has changed elements of the way in which...
This paper approves that the artistry of the window display is secondary to its initial purpose. A window display is intended to create a piece of marketing for the store in front of which it sits. However, creating a good display window does take artistic skills. The skills are unique in that they involve defining a three dimensional space that is confined to specified measurements.
This essay makes a conclusion that the communication of the window in a shop is created through the context in which the images in the window are arranged for the viewing consumer. The connection between the shop and the exterior world is defined by the communication of the window, this conduit providing a discourse about the brand and the wares inside the store. As technologies have changed and evolved into the new media, so has the type of communication that the window has created. The window no longer simply tells a story about what is inside the shop, but it must convince the consumer of the need for the products and provide a symbolic connection to the modern world. While technologies have provided both a conversation about modern culture and methods of expressing modern culture, they have also created a challenge for the window designer. In creating a discourse on fashion, the most effective windows create a commentary on the modern world while promoting lifestyles in that world that reflect the aesthetics of the designers of the fashions represented.
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