Communication of Window Displays Essay - 1396 Words

A hundred shops on the high street, A hundred people walking by every second, A hundred products offered at one time. The most vital tool retailer’s use at this point, which distinguishes them from each other and play an imperative role in magnetizing the consumer into the store, are its Window Displays. This paper aims to discuss how effectively the retailer ZARA, uses its window display to communicate to and attract its potential consumer. According to Manning (2010) a stores window display is a 24-hour advertisement even when the store closes. Research has revealed that the role of a window display is not merely to sell or inform but to entertain consumers enough to make them stop and observe. Nexis(2008) states that this is the first†¦show more content†¦As Poters (2007) â€Å"the best props may not seem relevant to the clothes on display, but reading between the lines might offer some kind of comment where it gets you thinking.†(p.57) Where on one hand we have the steam punk movement on the other hand we find the display take a thematic approach by indicating the upcoming events of relevance to the consumers. This being the display of the month of October it is meant to attract consumer who have in mind the upcoming event of Halloween. The over arching use of black in the garments does not shroud the contemporary quality of garments, which is exactly what Halloween is about, darkness with a feeling of fun. As per Berger (2008) â€Å"we never look just at one thing; we are always looking at the relation between things and ourselves.†And hence we can say that the consumer will relate to the extravagant use of edibles within the display such as the popcorn, cookies and biscuit necklaces, and make connotations to trick-or-treating a custom peculiar to Halloween. It also emphasizes that there is an entire section in the store that is devoted to children and their ware, which keeps in mind the festive mood of Halloween thus attracti ng parents to the store for their children. NOVEMBER 2010 WINDOW DISPLAY Moving on to the display of the store in November one finds that the only radical change is the hairstyles of the mannequins, which are now looped and tied together in a constrictingShow MoreRelatedThe Communication of Window Displays1713 Words   |  7 PagesThe Communication of Window Display Armani Exchange Word count: 1240 ‘Windows reveal the soul of the store’ (Portas, 1999: 41). 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