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Window by Judith Mishler
Judith began her millinery career making hand-dyed and braided raffia hats and taught the
craft at wearable art shows around the US. Her millinery supplier business Judith M
Millinery Supply House came to life in 1994,
passing to new owners at the beginning of 2021. Judith continues
to support conferences and contests, believing it furthers all millinery business when the tradition is
affirmed
through these
events.
Judith Mishler
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With so many of my articles focusing on internet sales, I thought it would be fun to consider the most low-tech of all business promotions: your storefront windows. A window display is the aesthetic presentation
of merchandise with props in a shop/store window. The act of decorating and putting up merchandise there is called ‘window dressing’. A shop window is part of your advertising. Although we may groan inwardly when we think about doing up the windows, the potential sales gain is worth the effort.
Does the display draw people into your shop? The window might not make the sale – that’s up to your sales staff and shop reputation – but the window can pull the viewer in, and become the introduction for potential new clients to your business. I have no training in art or visual merchandising
but what I have to offer are things I have learned through my years of experimentation. If you
The display shows movement
mindlessly plop a few hats in the window, it will not draw attention or entice shoppers to enter your store. Think about what you want to tell the shopper and then do it within the display. Keep in mind a couple basic rules: Tell A Story and Keep It Simple But Interesting, and consider these basic components: theme, backdrop, composition, movement and lighting.
Choose a theme
Consider your theme the story you’ve chosen to tell. This is often based on the season or upcoming holiday, or a new product. Think about the colours, shapes and proportions of items you want to use in the display. Now, take a walk around your workroom, storage area and shop floor. What jumps out at you in terms of colour or shape? What can be used to promote the theme? What might be good accents? Start making a list of things you may want to include. Consider the scale you’re working in: width, height, depth, and the distance for viewers. Does your window have a section built up for display and separate from the shop floor?
Use a backdrop
Does your window have a backdrop? If it does not, you may want to build one. Use anything that will create a visual break from the shop interior. This helps the window to stand out. Foam board, plywood, or simple lengths of fabric are good materials to create a quick backdrop.
Do you have questions related to this article? Contact Judith Mishler at
judithmhats@zoho.com
All images by Alamy
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