Rieker
How to create an attractive New Year's shop window?
03.12.2019 2757

How to create an attractive New Year's shop window?

Emotional design is the basis of high New Year sales! Our constant expert on visual merchandising and store design Anna Balandina is sure of this. We asked her to tell about the main rules for creating a festive showcase.

Anna Balandina Anna Balandina - owner of the visual communications agency VM Guru, market expert in visual merchandising and store design.
www.vmguru.ru

Brands usually lay 35-45% of the annual budget for window dressing to create New Year's shop windows. You can save globally by combining spring and summer shop window concepts and leaving a larger budget for the winter season. Key components of success in creating a commercially successful holiday display:

1. It is better to think up and create the concept of a festive showcase in advance, optimally - for the season before the New Year.

2. It is better to start the New Year's window dressing in the 20 of November so that the store / chain windows are ready on time (by the last weekend of November - this is an unspoken deadline) and work the entire sales period until the first day of next year.

3. It is important by all means to create an atmosphere of a fairy tale, which coincides with the mood of customers, works at the subconscious level, broadcasting “a premonition of a miracle” and luring with its fabulousness.

4. Emotions are the engine of sales! During this period, the emotional component is so strong that the buyer can even change the segment during the holiday shopping: going, say, for shoes, he may eventually buy something else as a gift, precisely because he was attracted by fabulous shop windows and the mood of another store .

5. Decorate the entire window of the window. A common mistake: mannequins, catwalks and the lower part of the window are decorated, exhibiting decor at the bottom, but forget about the upper third, or even half. Remember that the scene for the scenery is the entire surface of the display case; the buyer sees the whole picture and, sometimes, not like you, so put yourself in his place.

6. Light is certainly the main element of perception of your shop window. In the window, it must be displayed for each installation, illuminating your object (mannequin or group of mannequins) on both sides with soft rays along the tangent. Whatever spectacular concept you create, if the window is poorly lit, it will fail.

7. Do not put mannequins in one line, but group them. But do not evenly “smear” the mannequins in the window: the dynamics and turns of the mannequins in space are important, try storytelling, as if you were writing a fairy tale, embodying its plot in the window. In addition, the mannequins in the group should be interconnected both stylistically and through color or color accent.

8. Window dressing - what is it? When designing, all the nuances and details are important, they form the style! When creating images for mannequins, supplement them with accessories from the collection, if they are not there, buy props (inexpensive identical shoes without logos, jewelry for the collection, tights, scarves or hats).


Emotional design is the basis of high New Year sales! Our constant expert on visual merchandising and store design Anna Balandina is sure of this. We asked her to tell about ...
5
1
Please rate the article
Midinblu

Materials on the topic

New Year's shop windows: the best ideas from experts

The turnover of the average retail store in December is about 200% of the previous month's sales. In January, the activity of customers is slightly reduced, but, nevertheless, retailers collect 30% more revenue than ...
26.11.2014 16897

New Year's layout. How to present and sell socks in the New Year period

Very soon, New Year's bustle and pleasant chores will capture shopping centers and city streets. It's time to expand the range with related products and increase the average bill. One of the top sellers in shoe stores at this ...
11.12.2018 3206

Budget but attractive. How to get a store window right and bright with a limited budget

Speaking about trends in window dressing, we need to start with the fact that we are not aleatherg them, unfortunately. The trendsetters are Europe and the USA, and we are still seriously behind them in approaches to visual merchandising, not to mention the costs of it. By…
07.08.2018 7738

New Year's showcases of Moscow: debriefing

On the eve of the New Year, we walked through the streets of Moscow and photographed the festive showcases of the largest shoe chains in the city, which operate in the mid-price segment. This is not to say that we hoped to find similarities with the windows of Milan, Paris or ...
08.04.2014 17959

Emotional selling shop windows. How to get a passerby to enter your store and become a customer

New Year and Christmas are coming soon, shop windows are beautiful and elegant in their festive decoration, attracting the attention of passers-by and inviting them to come. Modern shop windows successfully fulfill the role of the entreated, once employed by merchants and ...
16.12.2015 8435
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning