The term window shopping has been coined for a reason. A window display is a window to a store’s soul. It gives you a preview of what lies inside. According to psychologists, an aesthetic shop display is a significant factor in assuring customer footfall in a store.
Hence, to maintain a competitive edge in the consumer driven and mall culture environment, window displays are crucial. Visual merchandisers create eye-catching, titillating window displays to create a complete buying experience. A constant upgrade in the display assures future visits by a customer. Visual merchandising is becoming a popular career option, as demand for professional who can conceptualise designs, and implement window and in-store displays for retail stores is rising.
To maintain a competitive edge in the field augmentation is the key. Pratibha Nagpal, VM expert of Ferragamo at Emporio, Vasant Kunj says, “We work on different colour combinations, design shapes and look of the garments. The window display is changed every month.” Prem Dewan from Versace at Emporio says, “We display whatever is projected for the season, keeping in mind whether its product specific or colour specific. The display is changed after 15 days and the entire look of the windows are revamped twice a year.”
As a career option
As a visual merchandiser you can create exhibition displays, birthdays, set design, theatrical sets, theme parties, hotel lobbies, home and wedding decorations. You can also be a part of in-house visual merchandising teams of big fashion and lifestyle brands like Provogue, Shopper’s Stop, Ebony and Lifestyle.
Where to study
1. J D Institute of Fashion Technology, Hauz Khas Village, New Delhi.
2. National Institute of Fashion Design, Hauz Khas, New Delhi.