I Do Windows

A Student’s Critique of Store Windows

Posted in Discuss This Display, Mall Field Trip Assignment by Arcadia on April 28, 2011

I’ve been wanting to post this assignment for the longest time, my student is beginning to wonder when am I going to give her paper back!  We were having technical difficulties with the corresponding photos.

Westfield Mall/Union Square Assignment by Syeda L.

Click here for the list of questions the students had to answer.

1.  The window that I found to be the most effective was Barney’s window.  This window was the most effective because it made me stop and pay attention.  I like how all of the garments displayed were in white and that there were these great quotes from the designers placed on the window and pictures of past collections scattered on the floor.

2.  The window that I found to be the least effective was Juicy Couture’s windows.  This window was the least effective because considering that they are right on Market Street, there is absolutely nothing eye-catching about their windows.  Their windows look like they were ill-planned and that there was absolutely no thought put into them.

3.  Barney’s had really cool and creative wall fixtures.  They used wall mounted face out fixtures for their display of Alexander Wang.

4.  Express used color blocking for their men’s collared shirts, as well as horizontal merchandising and product merchandising.  They arranged all of their shirts according to the color wheel; they were all folded horizontally in a wall, and they were all grouped together.

Bath and Body also had examples of product merchandising by grouping a whole bunch of bath soap of the same scent all together and displaying them on a table.

Another good display of horizontal merchandising is Anthropologie.  Anthropologie grouped some dresses all together and some jackets all together and some skirts all together on a wall.

5.  Bloomingdales used vendor displays for their Burberry area.  The vendor displays are all a light wood color mixed with steel that is specific to the mini Burberry shop.

6.  H&M uses POP displays.  Their POP displays are in front of each cash register and are in glass type containers and they contain small items like hair items or jewelry.

7.  The Icing uses a trend area.  The trend area is for St. Patrick’s Day.  It is a small circular wooden rack that has jewelry and other accessories related to St. Patrick’s Day.

8.  Diesel uses printed graphics in their windows.  They have a graphic of a man wearing Diesel merchandise and there are bikes scattered on the floor.

9.  Abercrombie and Fitch creates ambience with both music and scent.  When you walk into any Abercrombie and Fitch store, you are hit immediately with their overwhelming scent and the lighting is super dark and the music is super loud.  It feels like you stepped into a rave or something.

10.  Barney’s is my absolutely favorite store visually.  I love the creativity put into their visuals.  They have a really nice store design, good lighting, clear signage, quirky music for ambience, and really nice fixtures for the merchandise.

(all images via Syeda L.)

Point of Purchase Displays

Posted in Fashion 49, Point of Purchase by Arcadia on March 21, 2011

Let ‘s get right to the point…of purchase display.  That’s what POP stands for in our world.

Recently my students took a field trip to the San Francisco Centre to critique the displays and sort of have a scavenger hunt.  One of the questions on the assignment form was to find a store that utilized POP displays.

A few of my students wrote about some really great displays they liked because they really POPPED with color or impact.  I laughed as I read their assignments!  I then ascertained they must have been absent the day we discussed POP displays.

So what is a point of purchase display?  We have ALL been a victim to them, even children…..especially children; unless you can honestly say you have never shopped in a store in your life.  These are the displays closet to the cashwrap.  The little tables and fixtures set up with just about everything and anything to catch your attention as you wait in line to pay for your goods. (i.e Whole Foods, Safeway, Trader Joes)

Here are some flowers on display at the cash register of a Whole Foods

Grocery stores have magazines, chewing gum, miniature hand sanitizer, batteries, mints, on their POPs.  Clothing retailers have lipgloss, keychains, sunglasses, earrings, wallets, mini perfume bottles, as their POPs (i.e. Victoria Secrets, Forever 21, Express)

This photo is a great shot of the POP displays leading up to the cash wrap at Victoria’s Secrets

Clever stores have made the check-out line out of these displays.  They have water bottles, cold drinks, candy, snacks, doggie toys, little baggies, knick-knacks.  There are rows of these items right next to you in line.  You play with the merchandise as you wait your turn to be rung up, and the next thing you know, you are carrying the item with you to the cash register. (i.e. Old Navy).

Mind you POPs don’t look like traditional displays (props+mannequins), they are fixtures set up to display merchandise and entice the customer into buying something they really didn’t intend to.  Are they worth it to the retailer?  Heck yeah!  Volume sales at a low price are extremely profitable to a store.

POPs are not only fixture based products.  Has a sales associate ever asked you if you wanted to open a credit card with their store?  Have you ever purchased a gift card?  These are also POPs.

POPs will often time be a vendor fixture as well.  The most important point of this lesson is not to confuse POPs with the actual “pop” word or Pop-Up shops.  We’ll discuss pop-up shops in another lesson.

 

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