I Do Windows

Printed Graphics in display

Posted in Fashion 49, Window Lessons by Arcadia on March 28, 2011

Visual Merchandisers will spend a significant amount of time hanging banners, signs, and all kinds of graphic materials.  They create backdrops for mannequin + prop displays, designate a focal point in the display, and most of all give away information in the form of text or a photo.

Graphics are easy to use and help the retailer cut down on display costs.  It is easier to hang a huge banner for a campaign than to hire a team to create the same drama with a complicated display.  Some retailers have come to rely quite heavily on them: Banana Republic and the Gap.  No surprise since they are both owned by the same company; and usually the graphics in the windows are reinforcing the ad campaign you see in the magazines.

Case in point is this display in the Kate Spade stores, they basically took the ad, blew it up, and hung it their windows. It’s colorful, eye-catching, and already familiar to the shopper:


Another retailer that used graphics in their windows as a quick and easy display is Club Monaco.  This idea allowed the retailer the chance to show many different looks at the same time:

( I do wish the visual person, would’ve pulled the cloth on the floor tight, the wrinkles look really messy)

 

There is the fear, that with more and more use of graphics in windows and throughout the store there will be little need for the visual team.  Not so!  They won’t replace use, if anything they have become another tool in our toolkit, besides who’s going to climb the 10′ ladder in order to hang that banner – we are!

%d bloggers like this: