WINNING WINDOWS
EB’s monthly look at tips and trends to build business and your image
Editor: Stephanie K. De Long
MAY 2015 |
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Welcome to the May issue of The LOOK. This month we focus on windows—how to make them pop, where to place product and props, plus tips from the pros to set you apart from your competition. Take a lead from what non-optical retailers are doing. Borrow the best. Learn from the rest.
TALK TO US Send us pix of problem areas, solutions you’re proud of, and questions about your visual merchandising challenges. We’ll be happy to ask the experts to address those challenges. You can reach me on Facebook or email. Let us know how we can help. |
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 Color sells! |
| TIPS & TRICKS |
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The Macy’s window above, created by Travis Reed, underscores how monochromatic can work and how color really does sell. Here are more pointers from two retail experts on ways to make windows pop. BLOOMINGDALE’S… Every customer wants to know what the color of the season is. We share this information in a variety of ways. A very important element in conveying the color of the season is a strong visual display in our stores. This is accomplished with mannequins, styled to incorporate the newest hues—such as our 59th Street store windows displaying the must-have color palette in every category, from accessories to ready-to-wear, so you can’t miss our message! — Brooke Jeffe, Bloomingdale’s NORDSTROM… Small business can use Pinterest to drive their store décor. In 2013, Nordstrom started using Pinterest to identify popular products. They took the most pinned products and started promoting them. Bring those most pinned products into a highlighted window.— Julie Urlaub, Taiga Company |
 Mondrian with TV screens |
 Mondrian with glasses |
| HOW TO... | |
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Both windows above use Mondrian blocking. One shows student designs on inset screens and the other features glasses. Both work.
CLEAN: When creating your own windows, start simple and clean; don't overdo or get prop-heavy. Don’t turn window lights off at night. It’s advertising. LEVELS: Keep the main part of the window display central and at average eye level from outside. Don’t place everything on the same level, however. Add layers to create depth. GROUPINGS: The best displays are in a pyramid shape. Use matching risers to elevate groupings or product in odd numbers, especially 3’s. COLOR: Backdrops and base should be neutral or relevant to the message. Don’t be afraid to do a color-trend window. Paint the back of the display the trend color or paint it a contrasting color and then display the trend-color items. Add signage or vinyl lettering to call out the trend. — Travis Reed, Creative Visionary, Inc. |
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SILHOUETTE SOLUTIONS “Finding optical real estate for merchandising is often challenging. Consider brand-approved special solutions to provide a solid path toward creating the perfect sell-through environment. Add a custom die-cut logo to appropriately brand the space. And, remember, keep windows, displays, and the eyewear in them, sparkling clean. Windows are an important part of your real estate. They help set the tone for what consumers can find inside."— Kristen McLaughlin, Silhouette Optical, Ltd. |
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EXPERT ADVICE Q: How do you get people to pay attention to window displays?A: Tell a story, create an ‘invitation.’ ✓ READ Windows must be quick reads. Stop filling them with products. Tell a story. Make us laugh. Make us think. ✓ TARGET It’s ok if not everybody understands the story you’re telling. What is important is that the target customer gets it and stops to look. ✓ SIZE The classic problem is that what you display is often really small. So, one of the challenges, if you have windows on the street or a shopping mall, is how do you get someone to come look? ✓ INVITATION Solutions include featuring photographic enlargements, or enticing passersby with humorous invitations. In short, put more thought, effort, and imagination into your exterior. — Paco Underhill, consultant |
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