Window standards and maintenance, and budget
To a few visual merchandisers, it may come as a relief to have completed the task of dressing a window. Often they will not take note of their work again until weeks later, when they are stripping it, ready for the next installation. However, this attitude toward their work will never gain them a good reputation.
Standards and maintenance
Window checks are laborious and time-consuming, but they are essential for maintaining the standards of a window display. Senior visual merchandisers often delegate this task to their juniors. Window checks should be completed early in the morning and at the end of the day. A notepad and pen and a scrutinizing eye are usually the only requirements. A checklist can be produced to ensure that any member of the visual team will look for the same problems or mistakes.
The most common faults include the following:
Dust and dirt
Materials that hold static electricity, such as Perspex, will attract dust. There are sprays available that promise to help slow the buildup of dust; however, they will not prevent it. Surfaces and floors should also be checked for dirt and dust.
Fallen props and products
Not only should the visual merchandiser check for obvious problems such as a fallen mannequin, he or she should also look for props that may have moved or slipped. Adhesives can either dry out or melt in the heat of the window, dislodging materials or fabrics.
Fabrics
Draped fabrics can start to sag and begin to lose their effect after time in the window, and it is sometimes necessary to refresh them by adjusting and re-pleating. Colored fabrics can also fade in the sunlight; it is advisable to replace them if this happens because the faded color might be misleading to a customer.
Plants and foliage
Whereas artificial plants might look realistic to the consumer, dusty leaves will be a sure giveaway. The leaves can be washed or wiped down with soapy water. Fresh flowers must be monitored at all times, depending on the fragility of the blooms; petals will drop and stalks will wither.
Lighting
It is always advisable to scrutinize not just the dressing but the lighting too. Lightbulbs often blow out and can leave parts of the window in shadow. In some cases, whole lighting tracks can short-circuit. Lamps and chandeliers used in the grouping may also need lightbulbs replaced.
Heat
The heat from the sun combined with the window lighting will often melt candles. To prevent this, cut the candles as short as possible; without the length and the weight, they are unlikely to droop.
Linda Hewson is Selfridges’ visual merchandising window manager. Over the years, she and her team have produced many stunning displays that are often controversial and eye-catching. Here is her checklist for novices wanting to produce a successful window presentation:
When planning the window make sure you clearly understand the concept or design, and know what budget is available.
Always produce a visual or sketch before starting to install any products or props.
Consider the space you have and what is physically possible; will everything fit through the door?
Decide where the main focal points are going to be.
Think about what products you will be representing. Whom are you targeting and will the products be suitable?
Ensure that the props do not overshadow the product.
Be certain that any mannequins being used are sympathetic to the product.
Decide whether it is necessary to use graphics or signage.
Choose a strong color palette.
If using props, ensure that they are made to a high standard and are finished well.
Remember: often the simplest windows are the best.
Budget
Spending vast amounts of money on visual merchandising will only benefit the store if the visual merchandiser has the expertise to demonstrate effective visual merchandising. Expensive props and elaborate window schemes still need to be installed and dressed by individuals who understand the fundamental rules of layout and how best to use the space to create stunning displays.
Having said that, setting a budget against a visual merchandising project is a necessary part of the process. Remember: it does not always cost a lot to be creative. Many of the most effective window displays have been economical yet effective.
When setting a budget, it is often easy to overlook the main factors that will eat into your allocated amount of money; painting a window, for example, may cost more than expected when you take into account the cost of the paint, tools, and painter. Signage and graphics can also be costly. Window-display projects may also require additional help from outside experts such as freelance dressers; in these cases, fixing a daily rate will help keep the work within budget. Of course, savings can always be made; a shrewd visual merchandiser will rarely discard used props or fixtures, as many can be recycled and reused (see page 66).
The future
The future of window displays lies in the hands of the retailers. Selfridges’ Alannah Weston believes that the public will never stop admiring windows and will continue to visit major shopping areas for inspiration. “More and more, we need to open up our stores so that people can see in,” she says. “That will obviously have an effect on the window displays of tomorrow; we are going to have to be very clever in how we approach it. Window displays, as in three-dimensional presentations, are always more effective than any plasma screen or two-dimensional presentation that I’ve seen; however, we have just recently seen a demonstration of a hologram machine that was very effective. If technology gets good enough, then we will use it—we are, after all, at the forefront of window displays. It’s the same principle as questioning whether people will stop going to the theater when they can get movies on DVD. The experience and tactile nature of creative windows will always be more rewarding to view. Live models, movement, and definitely sound is something that I would like to use in the windows. However, all of that will only serve to support the original art of window dressing that has been around since stores opened.”