The Communication of Window Displays - Essay Example

THE COMMUNICATION OF WINDOW DISPLAYS By Lecturer: of Affiliation: and The Communication of Window DisplaysWindows displays has evolved as one of the powerful techniques employed by retail establishments for attracting passer-by to purchase products; thus increasing sales. Shopping is viewed in the media as the national leisure of the UK population and that window-shopping plays the main role in this activity. Therefore, many retailers employ window display as a strategy for communicating about the product available in their stores. This is because window displays is the effective and most subtle communication means employed by many retailers from effective business performance. Henry Selfridge, the owner of Selfridge retailer store and the initiator of visual merchandising understood the significant of window display. Thus, he came up with innovative window designs in order to communicate to customers on the available brand offered in the Selfridge store. The creative director of Burberry store (London-Regent Street), Christopher Bailey also came with innovative ideas for communicating to the shoppers about the brands available in the store. Selfridges and Burberry are among the fashion retailer companies that employ window displays strategy in order to increase sales in the highly competitive global market. Bhalla and Anuraag (2010, p.145) argue that wherein gratification precedes loyalty, retailers have learn that it is through being smart that one can achieve success in the highly competitive market. Therefore, retailers attempt to use window displays as a strategy of communicating to the consumer about the products and services they deliver to them. Selfridges London and Burberry use window display in order to communicate at physical interfaces with the consumer right from the point of sighting the store or the shop. The aim of window display is to catch the attention of the consumer at the store front and entice him or her into the shop; thus creating enough interest for him or her to make a consumption decision. This technique of window display is known as visual marketing; hence, retailers use this technique to deliver a differentiated and shopping experience. Visual marketing technique plays significant role in shopper acquisition and customer loyalty, in which a lot of efforts and expenditure are invested (Bhalla and Anuraag 2010, p.145). Additionally, window displays create first impressions of the retailer stores and its offering through tactical communication. For instance, Selfridges London and Burberry retailers use art and visual communication designs or images for sustaining the preference of the store to the consumers across diverse seasons and occasions. A classical example is that of strategic communication technique employed by Burberry retailer in establishing a proprietary link between the brand and consumer. They also use tactical communication as overlay to strategic communication; thus creating a perfect impression to consumers. Therefore, the diagram below is an example that represents the way visual images are used by retailers as window displays for catching the attention of the shoppers. A diagram indicating window display at the Burberry- Regent Street London The above window display is attempting to communicate to customers about the available products in the Burberry store. Cabezas and Bastos (2010, p.56) reveal that the aim of window display is to convert the visitors to customer and it ultimately reflects the style of the store. This enables the shopper to get a glimpse of what is inside the store; thus enticing the shopper inside the store. Many retailers create a theme and the window display strategy is a way of attracting shoppers; hence allowing them to make final purchase of brands. This method ultimately conveys the positive message that motivates the consumer into purchasing a certain product. The potential consumer that window display is trying to attract includes women to a larger extent followed by men and later by kids. Women are the largest potential customers that the windows display is attempting to entice because many women prefer window shopping. The demographic and consumption trend for UK clothing consumer is higher for women (Kazmi 2010, p.123). This can be seen from the clothing marketing shares whereby the average market share for women’s wear increased from 2002 by 36.1 %, menswear by 24.1 % and children wear also increased by 22.8% by the year 2012. Despite the credit crunch, which resulted due to inflation; thus impacting the UK economy, consumers spend a lot on window shopping. Franzen and Moriarty (2009, p.37) argue that the science and art of branding have significantly evolved in the recent years because of increased technology; thus increasing sales. Companies have now realized the success behind the science and art of branding because it attracts many customers especially women into purchasing products (Haugtvedt, Herr and Kardes 2008, p. 58). Therefore, the window displays targets the potential customers mostly women ageing 18 to 30 because they are the greatest numbers of consumers who get impressed and prefer window shopping. However, it also attracts men and women of child bearing age; thus enticing them to shop for their kids. The overall effectiveness of the window display should have a well layout, have products positioned properly and it should be in a perfect composition. The arrangement of the products should be placed in a manner that can impress the customers. They should also be positioned in relation to the observer’s line of sight (Bhalla and Anuraag 2010, p.452). This is crucial because it will capture faster the attention of the passer-by; hence enticing them to shop products. The window dresser should take into considerations the space, display mode, balancing of products, product shapes and display supports when creating the composition. Also taking into consideration the color of products is also a crucial composition. This is because different colors have meaning such as setting the mood or adding feelings; thus attracting customers. The philosophy of the retailer store is often reflected by the way colors are displayed. The window dresser can ensure that simplicity is also taken into considerations as this acts as an interesting or surprising instrument for attracting many customers. Bhalla and Anuraag (2010, p.45) argue that the window display should be a real surprise to the shoppers; thus it should have an effective theme as the key purpose for having a positive initial visual impact. This is essential because it will enable the customer to create a positive image in mind about the company and its brands. The effective window display scheme should have products arranged in different sizes depending on the occasion and season. Posavac and Society for Consumer Psychology (2012, p. 34) reveal that an effective window display should include a well-designed label, which offer consumers product information; thus driving the business into high profitability. Therefore, retailers should be aware how often they change the display in appropriate frequency; hence creating an effective impression to the potential consumers. Window displays have evolved over time beginning from posters to pictures and it came to touch screen technology and eventually to social check-ins. The earlier days of window displays were simple whereby the window display system dominated; thus drove business profitability in the local economies. However, generations later in the 20th century, window displays started changing rapidly due to globalization aspects. Thus, there was a need for retailers to be creative in order to achieve a competitive advantage in the global competitive economy. The creativity became the major focus in retail display after the 20th century and the emergency of the new economy. The emergence of shopping in the streets in the 19th century appeared on the frontage of shops and many retailers started adorning window display (Cabezas and Bastos (2010, p.6). During the 20th century, visual merchandising became common and as technology increased leading to high competition in the global market, fashion retailers also employed effective tactical and strategic communication techniques. This became common for retailers increasing an emotional connection through window display technique in order to communicate effectively to shoppers about the available brands in the market. Through technology advancement, the designers are now able to attract the attention of customers by employing creative or innovative ideas in order to sustain their business. In conclusion, window displays have become the common strategy for passing the message or communicating to the consumers about the products available in the store. Selfridges and Burberry are among the fashion retailer companies that employ window displays strategy in order to increase sales in the highly competitive market. Window displays create first impressions of the retailer stores and its offering through tactical communication. The potential consumer that window display is trying to attract includes women to a larger extent followed by men and later by kids. The overall effectiveness of the window display should have a well layout, have products positioned properly and well arranged in order to capture the attention of the passer-by. It should have simplicity and well-balanced products in terms of shape, size and colors. Window displays technique have evolved over time beginning from posters to pictures and it came to touch screen technology and eventually to social check-ins. Thus, through technology advancement, the designers are now able to attract the attention of customers by employing creative or innovative ideas in order to sustain their business in the global competitive market. Bibliography Bhalla, S., & Anuraag, S. (2010). Visual merchandising. New Delhi: Tata McGraw-Hill. Cabezas, F. C., & Bastos, B. A. I. (2010). Design techniques for window dressing: A practical guide to methods, materials and procedures. Vigo: Ideaspropias. Cabezas, F. C., & Bastos, B. A. I. (2010). Design techniques for window dressing: A practical guide to methods, materials and procedures. Vigo: Ideaspropias. Franzen, G., & Moriarty, S. E. (2009). The science and art of branding. Armonk, N.Y: M.E. Sharpe. Haugtvedt, C. P., Herr, P., & Kardes, F. R. (2008). Handbook of consumer psychology. New York: Lawrence Erlbaum Associates. Kazmi, S. H. H. (2010). Consumer Behavior & marketing communication. New Delhi. Posavac, S. S., & Society for Consumer Psychology. (2012). Cracking the code: Leveraging consumer psychology to drive profitability. Armonk, N.Y: M.E. Sharpe. Read More