Introduction


Window display is retailers most controllable element in relation toimage of the store and that the merchandise displayed must match the targetconsumers. Windows may communicate style, content, and price point. They can beseductive, exciting or based on emotional stimulus through stimulation, orevocation of all five senses. The best store windows can generate greatexcitement and are a talking point. They contribute to the shopping experienceby entertaining pedestrians, while simultaneously communicating the productsand services on offer.


Fora retailer willing to exploit the full potential that a window gives, theimage-building process can be exciting and have enormous potential. A fashionretailer, for instance, will often change a window weekly to show the latestitems on offer. A glance into a shop's window by a passerby establishes thetime of the year and, very likely, a timely contemporary event. It mightcombine seasonal and festive points of the year such as Spring, Summer, NewYear approaching, Diwali, Valentine's Day, Mother's Day etc. At other times thepropping may be based on color schemes, materials or cultural themes


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TheAuthor is Visiting Faculty in D.U; Amity University