Valentino's: Report shows store windows as the most powerful form of media

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Retail customers find the shop window as the main attraction.

By communicating clearly and succinctly, a brand stands a better chance of promoting itself rather than being misinterpreted and missing out on a potential audience.

A recent article has highlighted that one of the most enticing forms of media is the traditional store window; and its display can make all the difference between gaining a new customer or risk losing them to a competitor.

According to a NineMSN report, it cited advice by former head of Estee Lauder and one-time board director of Angus & Coote, Karen Wilson, where she stated that the shop window must say: “this I believe”. By communicating clearly and succinctly, a brand stands a better chance of promoting itself rather than being misinterpreted and missing out on a potential audience.

The logistics are also important factors to take into account, and its varying distances when spotted by a customer. From 30m in a shopping centre, it’s imperative to grab attention from far away – and as observation expert Paco Underhill says: “A store window needs to communicate beyond the people immediately in front of it.”

Promotional posters should use bold type, vivid colours or an eye-catching image. Ex-Nuance and Sydney Olympics Marketing, John Moore, commonly referred to the “pig in the window” theory – whereby the image had to be so out of context it’s as though a bright pink pig had been featured in the store window.

Once the window has grabbed the attention from afar, at 5m it then needs to garner interest – which is when the shop should deliver the “headline” of their offer. Lastly at 1m, the offer needs to provide the relevant details – with Paco Underhill advising to keep it understated: “You need to have one message, not 15.”

Another crucial element to designing a successful store window is to view it from the customer’s perspective. Many businesses often ask their staff to spend a few minutes eyeing up the shop front, feeding back any criticism that could help improve the window.

From showcasing display stands to a huge range of fashionable mannequins, communicate the store window’s messaging loud and clear with Valentino’s Displays. Choose from a comprehensive “off the shelf” display product range, and enjoy a personalised service on every order today.

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Mariel Norton