Visual merchandising window display

• Author: Opris (Cas. Stanila) M. - Bratucu, G.
• Position: PhD. Student, Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov - Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov
• Pages: 51-56

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 2 - 2013

Series V: Economic Sciences

VISUAL MERCHANDISING

WINDOW DISPLAY

M. OPRIŞ (CS. STNIL)

1 G. BRTUCU2

Abstract: Window display plays a major part in the selling strategies; it does

not only include the simple display of goods, nowadays it is a form of art, also

having the purpose of sustaining the bra nd image. This article wants to r eveal

the tools that are essential in creating a fabulous window displa y. Being a

window designer is not an easy job, you have to always think ahea d trends, to

have a sense of co lour, to know how to use light to a ttract customers in the

store a fter only one gla nce at the window. The big store window displays ar e

theatre scenes: with expensive backgrounds, special effects and high fashion

mannequins. The final role of the displays is to convince customers to enter the

store and trigger the purchasing act which is the final goal of the retail activity.

Key words: visual mercha ndising, brand ima ge, designer, window display,

customers’ behaviour

1. Introduction

Retailers are facing an unpredictable

environment that offers a various number of

threats, but also great opportunities for

development. An important part of the

promotional strategy which retailers use

nowadays is window display. This is a

display of goods in a window designed to

attract customers, but now it becomes

crucial for big retailers to use windows not

only to present their products, as windows

“are created to enthuse and challenge the

consumer and ultimately entice them into

the store”.[3]

Visual merchandising is defined as the

“activity which coordinates effective

merchandise selection with effective

merchandising display”. [4]

The purpose of visual merchandising is to

attract, engage and give the proper

1 PhD. Student, Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov

2 Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov

motivation to the customer, having sales as

the final result.

The history of visual merchandising

started with Marshall Field&Co, in the 19th

century, when the line of business changed

from wholesale to retail. He started to use

sore windows to display the goods

attractively.

Window displays serve not only the

purpose of conveying the type and

positioning of merchandise to customers,

but they can also be used to promote the

strategies and images of the corporation

itself. The store environment can affect the

different types and levels of consumer

behaviour (Kotler, 1973)

In the 21st century, window display is art.

It represents an attractive way to

communicate with customers and to

distinguish oneself from competitors, an

important marketing tool that has been