How To Create Pop-Art Inspired Window Displays 0
Taking into account the fact that, as it has been stated before, mannequin manufacturing and the entire process of creating displays can be seen as a relatively new form of art, various approaches can be developed in order to create outstanding and intriguing ways of catching the eye of the customers in dress shops. The main point is to come up with something utterly new and capable of releasing an adequate image of the entire collection we intent to bring forward. Being a form of art, there are many principles that can be adopted so as to respond positively to the market challenges.
The use of pop-art principles can be an easy way to solve the problem of “coming with something new”. Pop-art emerged as an escape from elitist era of fine arts, a way of bringing art among the normal people. The decadent / avant-garde art of the beginning of the 19th century had a conceptual aspect, thus inaccessible for those who didn’t know some principles of the history of art or about the history of ideas. Pop-art appeared in a period when mass consumption emerged as a result of the grand industrial and technical development. Art had to cope with new techniques, new habits and new thinking at a certain extent.
So pop-art was a choice of imitative arts to remain connected with the people for whom it was meant. This aspect represents one of the first reasons for choosing pop-art as a basis for what means creating displays, manufacturing mannequins and the fitting of clothes, in a word, every action connected with visual merchandising that we undergo in order to achieve a bigger impact and brand awareness.
Pop-art made use of many elements taken from the popular culture, such as advertising, comic books or cartoon-like representations, common objects or the use of so-called pop iconography – artists, musicians and so on. As long as this kind of art followed these principles, the public became aware of the fact that art was socially involved and could be used as a means for enhancing popularity, just as much as some well-known figures achieved.
Fashion has always been identified with the cult of the popular individual, the one represented by originality, creativity and novelty. This would seem a connection between pop-art and fashion, because, most of the times, pop-art used as a way of expression images with well-known people, who were also fashion icons.
Images courtesy of FIDM Digital Arts.
Let us then understand how the pop-art created its echo among people, teens especially, and how can this help a retailer improve its brand popularity by adopting the same principles in visual merchandising, with direct application to creating displays. First of all, the close-to-people attitude is what we need most.
Everything has to be set in such a way that brings a hue of familiarity in the display: gadgets, images with teen idols, objects that hint at people’s habits. Pop-art never made use of elements that were obscure and unknown to the average people; the art behind it was meant to bring the viewer a certain feeling that (s)he is actually privileged by simply being the observer.
The mere fact of being able to comprehend the entire display is a psychological effect that has as a result the feeling that we create meaning and purpose, thus we are important. This is a reality that needs to be exploited in order to keep up with the customer’s desires; a customer needs to feel appreciated and, why not, flattered!
Artistic endeavor, be it music, theater, film, is the main source for fashion retailers in order to gain popularity. It is not necessary that a TV star, for example, should be associated with a certain brand of clothes, but it’s the brand that needs to be advertised first. Pop-art has these benefits of creating a connection between an artistic endeavor (such is the visual merchandising), celebrity and popularity (coming from the use of the principle of the so-called pop-iconography) and the client-oriented aspect (the fact of being a close-to-people artistic expression).
When trying to actually “put on stage” a pop-art display, we need to evaluate first the target that fits the offer. According to our collection, we establish then the average age, and we choose a well-known teen-idol or many, and we set the display accordingly: mannequins resembling him/her, the outfit according to his/her preferences, an atmosphere that defines his/her habits. It is not a heavy effort and, at the same time, it has the benefits of a versatile activity: we can change the display each season or any time we feel the need for a refresh.
- George Blitzer
7 Movie Inspired Window Displays You Can Replicate For Your Store 0
If you decide to create an elaborated window display that will certainly catch the eye of the customers and lure them inside your store, well this is the exact resource that can help you achieve that. Not only that we gathered here some precious information about how can you creatively improve the aesthetics of your store, but we also provided some practical examples attended by images. This resource is centered on the way in which film imagery can help you in your creative approaches.
We’ve chosen some well-known films from different periods of time and for different tastes, and provided some information about them. Each description is meant to introduce you into the themes and motifs of the movie and to help you familiarize with its imagery. We also inserted some suggestions about the mannequins you can use or other props. You’ll be able to craft you own window display after you’ll get to decide what is this all about. Of course, you can extend the list presented here and chose the movies you enjoy more.
The reason why we believe that there can be crafted really fascinating window displays based on famous movies is that no matter the taste and age, people will always enjoy movies. The idea of movie inspired displays can be used effectively in all kinds of stores, and can help you exploit customer’s interests and hobbies. We guess that from now on you’ll certainly be watching movies with an additional intention: that of finding potential material for your window displays! Until then, take a look at these suggestions:
1. Where the Wild Things Are
It is a fantasy-drama film adapted from Maurice Sendak’s children’s book that has the same name. Its imagery is based on animatronics, performers in costumes, computer-generated imagery, and tells the story of a nine-year old boy, Max, who sails away to a strange island where he is eventually declared king by the creatures that live there. The story fits perfectly for children stores, by combining wild vegetation backgrounds with figurines that represent the “Wild Things” that inhabit the island where Max arrives. This is a relatively easy display to craft, but for more tips about the movie, you can check some images to find more inspiration.
2. The Great Gatsby
It is probably one of the most prolific movies that can be used as an inspiration to create elaborated and sumptuous window displays. The reason is that it is a movie filled with elegance, richness, and pompous scenery, and it can provide the best source to create appealing displays, especially for high-end and luxurious stores.
The movie is based on Scott Fitzgerald 1925’s masterpiece novel with the same name, directed by famous Baz Luhrmann, known for his book inspired films. The cast is also tremendous. The movie is centered on the life of Jay Gatsby, a millionaire who has a sumptuous life. What matters here is the fact that the movie was appreciated, winning two Oscars for Best Design and Best Costumes. We’ve already inferred that The Great Gatsby imagery is based on high-end backgrounds, richness and really beautiful costumes and accessories that can be exploited in your won store in order to provide a glamorous aspect.
Of course, you may take into account the use of some realistic mannequins (with bob flapper wigs, to get the 1920’ looks) or gold mannequins that generate the feeling of luxury; gold mannequin will brighten the display with their mirror-like texture. As props, you can effectively use fans, feathers, jewelry, colored wigs, and other glamorous accessories for the background.
3. Crimson Peak
It is an American gothic romance film produced in 2015. As a traditional gothic film, the imagery is based on ghosts, haunted castles, evil creatures, uncanny, Victorian architecture and costumes. This is the perfect scenery that you can exploit for Halloween for example, of for specific tastes, such as for customers who enjoy these kinds of representations. The movie tells the classical story of the aftermath of a family tragedy where things are left unspoken, but the place doesn’t forget the cruelty of the past and brings it in front of the terrified people that live there.
A Crimson Peak inspired window display can contain dark backgrounds, with elements like old castles / mansions, crows, dark trees, heavy furniture, characters in contrast (evil and good). The gothic art defines at a certain extent an aspect of the Victorian Age, because it manifested right at the end of this historical period. This is the reason for which gothic representations must also make use of Victorian architecture and manners. For a more appealing display, you can use some abstract, black or headless mannequins, to improve the feeling of unknown and a gothic environment.
4. Spider Man
This is the well-known 2002 American superhero film based on the Marvel Comics character with the same name. It tells the story of a high school student who develops spider-like superpowers and becomes the face of justice. The movie can provide a real inspiration for creating window displays, especially in children stores. You can use some backgrounds colored in red and blue, and crowded with tall buildings, Spider Man costumes, and spider webs. It is a relatively easy thematic display and also really effective. You can make use of colored or abstract mannequins to visually improve the entire scenery.
5. James Bond
Another popular film is James Bond series, famous for their action and superhero-like scenery. All of the 25 James Bond movies are centered on the life of James Bond, a secret agent hero who manages to deal with difficult situations each and every time. The scenery makes use of elements that are connected with the themes and motifs of the movie: guns, suits, luxury cars and places, beautiful women. Here is the perfect place for some realistic mannequins that can be customized to look like the famous actors that used to play James Bond and, of course, some that will look like the omnipresent Bond girls.
6. Alice In Wonderland
This is one of the movies that can provide a lot of ideas and inspiration in order to help you create an appealing display. Alice in Wonderland is a 2010 American fantasy film directed by the famous Tim Burton, known for his gothic and cranky fantasy productions. It is based on the well-known story written by Lewis Carroll and tells the story of Alice, a nineteen year old girl who travels into some fabulous places where everything is uncanny. The imagery contains fantastic elements, such as unusual characters, places and objects, colored and diverse costumes, wigs and make up, palaces and fairytale-like elements.
To create an Alice in Wonderland inspired display, you need to use some fairytale backgrounds with woods and marvelous castles. There is the place for some realistic mannequins that can wear some more make-up and clownish wigs, as some characters do. You can also make use of some uncanny objects, or simply eliminate the entire principle of appropriateness between characters and the objects that you use: big cups, little houses, big animals. Of course, the center of everything needs to be Alice, who can wear the outfit you intent on displaying, an outfit that has to match the entire scenery.
7. Breakfast At Tiffany's
This is a 1961 American romantic comedy film based on the famous short story written by Truman Capote. The most prominent character of the movie is played by Audrey Hepburn, considered one of the most beautiful women in the world, an example of grace, elegance and refinement. It is obvious that a famous personality like Audrey would make the entire display shine. The way in which you design the entire display is up you, if you choose to focus mainly on Audrey’s presence, or also on the other characters also. You can use the well-known elements form her outfit: black long dresse, black gloves, pearl necklace and pipe, and insert them into your display along with, of course, realistic mannequins that can resemble Audrey.
Famous Artists & Their Creative (Window) Displays 0
This material aims at bringing into discussion some of the most appealing ways to ensure a higher visibility of your store. It is necessary to understand the fact that a real investment on visually improving the image of your brand / collection / store doesn’t mean only financial input, but also some strategies focused on visual merchandising, on the actual aesthetical principles that are to be used in the process.
We know that the “online threat” is forcing retailers to exploit the advantage of being able to provide a genuine shopping experience through their stores and this is the area we should be working on. Maintaining a strong connection with our customers and gaining new ones is a challenge that troubles the mind of every store owner. This is the reason for which we must develop creative displays and interior arrangements in order to make customers feel the pleasure of the entire experience of shopping.
We already know studies suggest that 70 to 80 per cent of the shopping decisions are made on the spot, the decisions being influenced by the overall impression people fell about the place, the staff and the products. If we don’t deliver a quality background for our products, we jeopardize not only the financial benefits, but also the image that customers get about our products and the brand we represent. Being careless in this matter may determine negative results on a large scale.
For the reasons mentioned above, we have gathered some ideas that can help you improve the aesthetical aspect of your store. We will focus mostly on window displays, but the interior arrangements won’t be forgotten. It is of no doubt that thematic displays are probably the best choice when it comes to provide an appealing look for your store. The possibilities being enormous, it is clear that you won’t get caught into the situation of not being able to come up with something new. Movies, films, books, artistic movements can be exploited and re-contextualized in multiple ways.
There is this postmodern way of thinking that everything can be reinterpreted in order to achieve something original. It might seem paradoxically, but this is the trend that has been guiding the artistic representations for more than fifty years. Tradition or classicism are no longer set aside as it happened during the modernist period, but exploited with interesting and fascinating results.
To narrow down this approach, we have chosen to present you some artists (painters mainly) whose work had a certain point some connections with fashion or creative displays, in the intention of bringing art closer to the world of fashion and to demonstrate its potential. Mass cultures, including window display, had become subject matter for artists such as Léger, Max Ernst, Salvador Dali and Andy Warhol long ago.
But two of the previously mentioned artists are really famous and some things should be taken into account as some of them were the first to actually develop the so-called “the art of mannequins” that contemporary manufacturers, such as Ralph Pucci, are now talking about.
First of them is Salvador Dali whose artistic approaches oscillated among different areas, like painting, movies, writing. He succeeded in bringing the best of surrealism in every artistic representation. Without taking into account some far-fetched, bizarre and shocking depictions in his art, we all know the impact this artist had on everything that meant artistic representations at the beginning of the 20th century and long after that. In some mannequins that he created (as it can be seen in the first picture) there is an explicit influence of Picasso's work (on a mannequin displayed in 1926, called “Barcelona Mannequin”).
Andy Warhol is another very popular artist that had some connections with window displays. He is a prominent figure of pop-art, an artistic movement that was and still is very popular among youngsters. His artwork is popular also for the depictions of many celebrities of the time, such as Marilyn Monroe. In essence, Andy Warhol’s woks exploit the possible connections between art, celebrity and advertisement; the entire imagery that Warhol depicted in his artistic representations is taken from the cultural background of the 1960s America. As a proof of his popularity, Warhol has been dedicated the largest museum in the USA that was ever dedicated to a single artist.
- George Blitzer
Creating Smart Window Displays That Drive Sales & Foot Traffic 0
We all know from experience an obvious thing that a proper and interesting display is worth more than a thousand words. The first impression we build in customers’ mind is vital, because it is the base on which we are judged. The first thing we come to know about a person or a thing creates a halo effect that can influence our further attitude towards it. It is this situation that has to be exploited in such a way that it helps us create a positive image of our brand, the window displays allowing us to create the first impact.
Visual merchandising comes in this situation as a helpful “tool” in all the endeavors that are connected with the way in which we use imagery to improve our brand awareness and our sales. Retailers have understood that there is a lot to be done about promoting their products and that they can invest in some marketing strategies only by applying a set of general principles that don’t necessary require investment in terms of money, but “investment” in critical thinking and a good knowledge of the principles of visual merchandising.
We have compiled some useful information from certain sources, some taken from an entire book dedicated to visual merchandising (Visual Merchandising. A Guide for Small Retailers, printed at Iowa State University) about window displays for a better understanding of the benefits that a proper approach of the way in which we present our merchandise can produce in just a few steps.
It has been stated that there is less than 11 seconds the average amount of time an individual spends looking at a window display and, as a result, he can be lured inside the store, or not, and as well as that almost 70% of purchase decisions are made at the point of sale. Many people say that the main reason for their purchase of an item is connected with the fact that they saw it displayed and they liked it. Many don’t actually buy stuff they need, but, more often, things they like.
To exploit this situation, you need to ensure the best strategy, and for doing that, you need to take a closer look and think of the following things:
- Be careful not to crowd too much merchandise into a window, because customers might find it hard to understand what you’re selling and what items are being promoted. Customers may also lose interest when the same window is displayed for too long.
Some of the benefits in trying to cope with the fact that at times your display might look boring and uninteresting are connected with the way in which we reconsider our approach. The best treatments that have proven successful include the use of realistic settings, people finding it the best way to actually get to know how a certain item of clothing or whatever is used.
Using sculpture, paintings or art objects for a touch of class is another idea that can help, people appreciating not simply art by itself, but the fact that it renders a certain fanciful aspect, it is a matter of taste. Being capable of recognizing a piece of art is a sign of a well-educated person.
Media tie-ins, with current area activities, films, stars or best-selling books might seem appropriate for apparel stores, having the benefit that they can communicate with people of different ages and tastes.
- When planning interior displays, the theme and image presented on the exterior must be carried throughout the interior of the store to provide consistency.
- Use a display that reflects the target customers; use the best of the collection in stock.
- Unusual textures or objects may attract and highlight the display. You can use certain objects that might seem odd or vintage; they can help your collection gain creativity and originality.
- If you consider displaying one object but you can’t find anything to emphasize it, just surround it by a black background and illuminate it from different angles. The contrasts are seen as a good way to create a center of interest.
- Shiny surfaces emphasize and enlarge objects. If you need more ways to improve the aspect of an item, make use of materials and other stuff that can reflect, not absorb the light.
- The use of repetition generally leads to the idea that it is communicated something important; repeated shapes, colors or motifs reinforce the aspects that are presented, creating a center of interest.
- Proportions take on more meaning when items define one another.
- Use a balanced ratio of props in order to avoid the appearance of a strange situation, people thinking that you’re actually selling your props rather than your merchandise.
- George Blitzer
Lighting Considerations For Apparel, Fashion & Jewelry Stores 0
Using a proper lightning in a store can provide one of the best strategies that can improve sales. It is advisable to keep in mind the fact that in visual merchandising a great attention needs to be paid so as to create a friendly environment for customers. It is also known that 90 % of the decisions that are made for purchasing an item of jewelry or of clothing is made on the spot, therefore this percentage tells us a lot about the way in which we need to exploit this advantage that the stores have.
A proper approach of the entire aspects connected with the way in which we built our marketing strategies can provide a strong impact on customers, who will certainly tag a brand according to its staff and services, and only after that they will think about the products. It might sound weird, but the first impact that a person has with an item of clothing, of jewelry and son on is given by the way in which (s)he felt while buying it.
The quality of the products can be seen long after they were acquired, but the first impact is precious and it is the first thing that the customers actually witness. Let us not crumble this fragile advantage that we have in front of our customers!
We deal here with some aspects that are vital for our stores. It is true that an effective light has the ability to attract customers, guide them through our store, draw attention to specific products or allow consumers to examine and appreciate merchandise. But what happens when we fail to organize our store as the customers want? How do we know what pleases them?
These questions will always remain like a thorn in our mind. Sometimes we choose to do nothing at all than doing something wrong. This is the reason why we see some retailers who give too much credit to the products themselves, than to marketing strategies. It is, of course, the case of little brands; we are aware of the type of customers that exist nowadays, those who might know everything about what we sell, they know where they can find the products they intent to buy but they don’t know a very important thing: the feeling they can get right on spot! With so many ways to buy things, the close-to-customer attitude is probably the best we can offer!
So we’ve already stated that lightning is very important and that it can shape behavior. Customers enjoy their time in our store and they became good advocates after that. Whether it is ambient lightning, architecture lightning or focal point lightning, we must know that, after all, if a client tries to buy something and the light inside gives him a pale look, he might think that that item doesn’t look good on her / him. To avoid that, we can simply adjust the light to a neutral aspect.
Best Practices You Should Keep In Mind
There are a lot of things to be said about this topic, but some of the most important things we need to be aware of when choosing, fixing, adjusting the lightning are:
» if you choose fluorescent lightning you must keep in mind the fact that it does not produce very much power, it doesn’t have the main function to illuminate jewelry, therefore it is not indicated for diamonds and gemstone cases, and it is inconsistent – it might affect the aspect of your jewelry in time;
» halogen lights generate a lot of heat, use more energy than others and in time they can change their intensity making diamonds look yellow;
» ceramic metal halide lights require more energy as they get old;
» LED can’t be used for higher ceilings; the beam spreads not very much;
» for ambient areas halogen lights or ceramic metal halide lights shouldn’t be used;
» in showcases, adjust the lightning so it won’t cast shadows (made by the furniture or by the people that come close), otherwise you’ll miss the sparkle of the gems; light source must be placed on customer side of the case;
» for diamonds, it is advisable to use a 4000 Kelvin (or higher) lamp;
» for colored gemstones, don’t use a lightning that has an intensity under 3000 Kelvin; if they are placed in the same ceiling with diamonds you should better think of light fixtures over 4200 Kelvin;
» avoid all direct down ceiling lightning and uniform distribution of brightness throughout;
» always bear in mind that outstanding lightning is an investment, not an expense!
» don’t over illuminate;
Hopefully we've shed some light on retail lighting best practices. The above best practices work great for apparel, fashion and jewelry stores especially.
- George Blitzer
Using Props, Signage & Fixtures Effectively In Apparel Stores 0
The power of visual merchandising in enhancing the brand awareness is a benefit that no one undermines nowadays. It is the best strategy that can be used to promote your products, maybe better that an actual advertising would do. People generally enjoy most the way in which a certain product sells itself, rather than all that information that comes along it, like product descriptions for example. These are valuable right before the customer decides upon that item, sees it and thinks of purchasing.
But before this happens, what is that makes a product visible, what is that attracts customers more than the products and their desire, need for things do? These are questions that can only be solved in the process of applying the principles of visual merchandising, principles that are connected to the way in which we create imagery in our store and for our products, strategies that have as a result the increase of sales, given by the way in which we succeeded in attracting our customers.
We need to talk now about some things that can help us built a powerful impact, an appealing imagery. We need to know that through imagination and creativity great things can be achieved. By doing this, we need to be aware of certain more “technical” things that are used to build up successful displays. We’ve chosen props, signage and fixtures as means to aid imagination come forth.
Using Display Props Effectively
Props are defined as something that is used with a product in a display that clarifies the function of the merchandise is being sold or the story behind it. Props are very important in the making of a display, and also in the process of creating imagery. They tell a story not only about the product, but also about the brand’s concept or the store’s, the merchandise’s visibility on the market and so on. The aim of props is, of course, that of highlighting salable items in order to increase profit. Visibility is provided for the original theme merchandise, in addition to the prop merchandise.
When you decide to use salable merchandise as a prop, make sure it is appropriate for the theme of the display or its general idea you want it to be based on. Also, you need to ensure a sufficient quantity of props of this type to meet an increase in demand arising from the display. As a prop, you can also make use of some natural or ordinary objects, such as, rustic antiques found in someone’s attic.
Using Fixtures Effectively
Fixtures come in this process of creating displays as an original way to expose items. There is a variety of ways to use fixtures, the best ones are: gondolas (a four-sided capacity fixture that can contain shelves and rods), tables, cubes, mannequins, waterfalls, round racks, end caps, two-way fixtures / four-way-fixtures.
A fixture shouldn’t be used only to maximize the value of the merchandise, but it should also have an impact on the atmosphere created in the store. Each fixture should act as a silent salesperson, putting into display everything that a product has to offer.
In a book called Visual Merchandising. A Guide for Small Retailers, printed at Iowa State University, the author has compiled some useful pieces of advice in order for you to be able to use fixtures in the best way possible. Here are some:
1. When placing racks, progress from small (sized or capacity) fixtures at aisles to large fixtures near the back walls. When working with hard goods, place cubes in the front with gondolas to the rear of the department or store.
2. Higher-priced stores require fewer fixtures because there is less merchandise. Use primarily T-stands and four-ways to create an illusion of space and selective goods. This feeling is necessary to sell higher-priced goods.
3. Create exciting displays of mass merchandise by using quantity and color. Display merchandise in quantity on quads, Bloomingdales and T-stands; use cubes for folded goods.
4. Fixtures that work well for sale items include tub tables, round racks and rectangular racks.
Using Signage Effectively
Signage is an important part of the interior displays and point-of-purchase promotion. Stores use signage in order to communicate a message that is connected to sales, especially when they don’t have so many people inside the store all the time. The main reason for the choice of a signage is that it is an effective sign, and when it is placed properly, acts as a salesperson without even bothering to hire someone for that specific task.
Signage, when properly placed, it can draw the customer’s attention to the products, but it is only effective when used for a short period of time. If you think it is better to use it more often, be sure that you deliver a new message each time, otherwise customers won’t even bother to look at it.
- George Blitzer