The Communication of Window Displays
The Communication of Window Display Armani Exchange
Word count: 1240
‘Windows reveal the soul of the store’ (Portas, 1999: 41). Every store has its own concept that characterizes each display, varying from theatre, drama or in the case of Armani Exchange minimalism. Well-dressed windows are undoubtedly, a dynamic form of advertising for products reflecting the stores’ brand image. This essay seeks to evaluate how A|X Armani Exchange’s window displays communicate to spectators with the use of various resources. Armani Exchange is one of the sub-brands under the parental brand of Giorgio Armani. The use of colour, lighting, props and graphics can capture interest, indicating the foundation of any decent display whose aim is to get people off the street. Windows are used as a selling device promoting products. They also mirror what the store is about, bringing pleasure to the eye. A stores’ window is effectual if it tempts customers who will want and be able to purchase the products offered, conveying quality, style and pricing (Portas, 2007).
Moreover, windows can lure someone in a shop due to psychological factors. Brand founders such as Armani and Dior, give their own unique identity on their products and are therefore based on persona. As an online source says ‘Armani Exchange has become one of the most dynamic collections with its own unique identity, as well as an ever-growing base of young customers’ (www.ameinfo.com/192218.html). City life is emitted through its concept of sexy, chic and stalwart garments. Hence, it can be said that quality along with brand loyalty comes before the cost. Windows work on the principle “first impression is the best impression”, implying that only a few seconds are needed for a display to “speak” to a passer-by and get him/her inside a store. Portas asserts that ‘visual merchandising is the art and science of silent selling, bringing product, environment and space into one stimulating and engaging display to
Word count: 1240
‘Windows reveal the soul of the store’ (Portas, 1999: 41). Every store has its own concept that characterizes each display, varying from theatre, drama or in the case of Armani Exchange minimalism. Well-dressed windows are undoubtedly, a dynamic form of advertising for products reflecting the stores’ brand image. This essay seeks to evaluate how A|X Armani Exchange’s window displays communicate to spectators with the use of various resources. Armani Exchange is one of the sub-brands under the parental brand of Giorgio Armani. The use of colour, lighting, props and graphics can capture interest, indicating the foundation of any decent display whose aim is to get people off the street. Windows are used as a selling device promoting products. They also mirror what the store is about, bringing pleasure to the eye. A stores’ window is effectual if it tempts customers who will want and be able to purchase the products offered, conveying quality, style and pricing (Portas, 2007).
Moreover, windows can lure someone in a shop due to psychological factors. Brand founders such as Armani and Dior, give their own unique identity on their products and are therefore based on persona. As an online source says ‘Armani Exchange has become one of the most dynamic collections with its own unique identity, as well as an ever-growing base of young customers’ (www.ameinfo.com/192218.html). City life is emitted through its concept of sexy, chic and stalwart garments. Hence, it can be said that quality along with brand loyalty comes before the cost. Windows work on the principle “first impression is the best impression”, implying that only a few seconds are needed for a display to “speak” to a passer-by and get him/her inside a store. Portas asserts that ‘visual merchandising is the art and science of silent selling, bringing product, environment and space into one stimulating and engaging display to
Bibliography: Berger, J. (1972) Ways of Seeing. London: Penguin Books. Clements, L. (2010) Visual Merchandising and Space Management. Short Coerces at LCF Yildirim, K., Akalin-Baskaya, A Morgan, T. (2008) Visual merchandising: window and in-store displays for retail. London: Laurence King Pegler, M Portas, M. (2010) ‘Mary’s Top Tips’. Drapers, October 29 issue: 34. Portas, M. (1999) Windows: the art of retail display. London: Thames & Hudson. Figure 1: Kaisidi, C. (2010) A|X Armani Exchange’s front window [Personal Photograph]. Figure 2: Kaisidi, C. (2010) 3D advert for A|X sunglasses [Personal Photograph]. Figure 3: Kaisidi, C. (2010) A|X Christmas décor [Personal Photograph]. Figure 4: Kaisidi, C. (2010) A|X latest collection 3 weeks before Christmas [Personal Photograph]. www.guardian.co.uk/business/consumerspending (2010) [Accessed at November 22, 2010] http://ezinearticles.com/?Window-Displays-That-Work!&id=4390505 [Accessed November 13, 2010]. www.infostore.gr/content/view/102/39/lang,el/ (2007) [Accessed November 15, 2010]