Visual Merchandising: Shop Window Displays

The first 200 words of this essay...

Visual Merchandising: Shop Window Displays

The way a store displays its merchandise in their window has a distinct effect on attracting customers through the door. According to Mary Portas (1999), shop windows are the 'art of the high street.' Visual merchandising is the method of displaying products to promote a store with an aim to attracting potential customers. The brief was 'compare and contrast the shop windows from two fashion retail businesses.' This essay will focus on Topshop and Primark; these stores were chosen because they aim to attract the same age group, yet have very different price bands. An important objective is therefore to evaluate whether the obvious similarities / differences have any effect on the window displays. It was found that the Topshop window featured merchandise for both genders; whereas Primark' featured women's merchandise only - even though they sell products for men in-store. In terms of the types of each display, Topshop's female window was a promotional display for Kate Moss' new collection. The male window was a seasonal display to promote Christmas, and Primark's window appeared to be presenting an understated seasonal display, using party wear to promote the Christmas party season, and glittery background