Creating your shop window

Retail display needs to cater for all sections of society in today's world. Old, young, ethnically diverse, plus-size, pregnant and a multitude of categories in between! It pays to be creative, but make sure you stay true to your core customer base.

Think of your display as a window to your brand rather than just the shop – it’ll ensure that everything is consistent with the lifestyle you’re trying to sell to your customers.

• Always put yourself in the customer’s shoes – they might only be able to see your shop from certain angles, so make everything as visible as possible
• Give your display that bit of context by using props. These don’t have to be expensive but they can make a big difference in engaging your customers. Use female mannequins to show nightwear or lingerie amongst candles, a glass of wine, and a magazine or book, or sharp suits with a briefcase and cup of coffee in a trendy brand.
• Does your brand have a key colour? Identify it, and keep it visible in the window display so that your window display really does belong to your brand. Colour also helps to give a sense of a particular time of year or occasion without being too obvious or tacky. For example around Valentine’s Day, use reds and cerises; this will take away the need for inflatable heart balloons and flowers but still show customers that you’re part of it.
• Although many of us are over minimalism, it still has a place in our often garish world, but be aware that it really is about quality rather than quantity with this approach, as every flaw and inaccuracy on your mannequins will be up for scrutiny!

• Change the look of your mannequins by investing in a variety of wigs and alternating them often.
• Maintaining the hair and make-up on a realistic mannequin can be time-consuming and if it does not stay contemporary looking it can “age” the mannequin. Do you or your team have the skill or budget to maintain the mannequins properly? If not, forget the make-up and the wigs and keep your mannequins really simple.
• Consider a horsehair wig made specifically for the mannequin. It just needs dusting – not washing and restyling.
• It’s best to go for neutral make-up for a mannequin.
• Make sure you pay attention to detail. If the mannequin is wearing shoes does it need socks too? Have you chosen the right accessories?
• If you have a small mannequin and the clothes are larger than the mannequin, you can always cinch in the back with a bulldog clip.
• If you don't change the windows regularly, people will assume you don't have anything new in your store and keep going. As a minimum, change your display in line with the seasons to ensure you keep things fresh.
• Keep an eye on the latest mannequin display trends through publications such as VMSD and Retail Week.