Vietnam’s newest vulcanised shoe factory: “The sky’s the limit!”
September 8, 2014
The long road to Indochina
November 28, 2013
Visual Marketing Basics: the challenge of shoe shops in creating exciting visual marketing
September 20, 2014
First Impressions Count: The Art of Attractive Window Displays
May 6, 2014
Window displays can be the decisive factor in whether a potential customer decides to enter your store or not. Yet it is amazing how many retailers fail to seize upon this simple opportunity to maximise their chances of attracting business.
Research has shown that up to a quarter of a store’s sales can be attributed to a striking, high impact window display. And the secrets to achieving this are no different in the shoe industry than in any other division of the retail trade.
Consumers need to make quick decisions about the suitability of a store, with the window display being a key factor in determining their choice. In order to create the perfect display, it is important for the retailer to imagine the type of questions that the customer is asking themselves before choosing a store. Does it sell the shoes I like? Is it within my price range? Would I even want to be seen in this store? If your window display can give the customer the correct answers to these questions, then you are already on the way to making a sale.
Now that we have established the importance of your window display, we can look at some of the key factors design experts utilise when creating a winning shoe display.
Design – Draw or sketch your display on paper before you start. This will ensure your ideas are both workable and achievable. A lot of time can be wasted by simply making up a display as you go along. Have a plan and work to it.
Visibility – Can your shoe display be seen from a distance and stand out from others? This is particularly important in a shopping mall where there are usually a large number of shoe retailers, and competition for customers is at its fiercest.
Minimalism – Don’t have too many shoes in your display. Clutter and overstocking makes the display too difficult for the customer to digest. If you are focusing on a particular style and brand of shoes, don’t mix them with others in your window. Keep your display simple and visually stimulating. Gucci are particularly good at this, as can be seen here: http://retaildesignblog.net/tag/window-displays/page/6/
Lighting – As well as being an essential part of your store’s overall ambience, the correct use of lighting plays a key role in the success of your window display by attracting the customer and drawing attention to the products you are trying to sell. And don’t forget to make sure the plate glass in your window is spotlessly clean!
Finally, if you are intending to focus on a particular shoe in your window display, make sure you have enough stock to fulfil potential demand. Otherwise, all your hard work and preparation will be wasted if customers can’t buy the footwear your advertising skills have just sold them.