“the Communication of Window Displays” Selfridges
“The Communication of Window displays”
Selfridges
BA (HONS) Fashion Management - ISHE
Henry Gordon Selfridge was famous for lighting up store windows at night and his art of displays. He opened up the largest store in the world and his own retail empire in 1903. Soon, H.G. Selfridge & Co sold out and he retired a rich man. In 1909, Selfridge’s focused on advertising and publicity. This led to air shows and exciting ideas such as the Theatre of Retail. In this essay, I will use primary research as well as journals, articles, videos, books and websites to bring my research together. By this, I will prove how the windows of Selfridges consistently work to promote the cheerful image of the retailer.
From the start, Selfridges took on beauty, apparel and everything else including cigars. It gave jobs to women whose husbands were fighting at war in 1914. This led to image raising events such as charity bazaars, which is later proved in the essay. Selfridges is known for its collaboration with artists and designers throughout the years to produce the highest quality window displays, which all reflect the legacy of Gordon Selfridge.
Creativity became focused in retail display after the 20th century and the concept of the New Economy. Visual merchandising is the promotion of sale of retail through presentation and display. It is combining the products and putting them in original surroundings to enhance the sale of the product. It takes a team of buyers, architects, designers and merchandising managers to do this. Through science, the designer is able to attract the customers through statistics and studies that show what magnetizes a passer by, while art takes on the mission of giving creativity and innovation to the scientific ideas. It became essential to create an emotional connection through display between the products and consumers. It also helps create a wider and more established image of the retailer.
A window display educates the customer
Selfridges
BA (HONS) Fashion Management - ISHE
Henry Gordon Selfridge was famous for lighting up store windows at night and his art of displays. He opened up the largest store in the world and his own retail empire in 1903. Soon, H.G. Selfridge & Co sold out and he retired a rich man. In 1909, Selfridge’s focused on advertising and publicity. This led to air shows and exciting ideas such as the Theatre of Retail. In this essay, I will use primary research as well as journals, articles, videos, books and websites to bring my research together. By this, I will prove how the windows of Selfridges consistently work to promote the cheerful image of the retailer.
From the start, Selfridges took on beauty, apparel and everything else including cigars. It gave jobs to women whose husbands were fighting at war in 1914. This led to image raising events such as charity bazaars, which is later proved in the essay. Selfridges is known for its collaboration with artists and designers throughout the years to produce the highest quality window displays, which all reflect the legacy of Gordon Selfridge.
Creativity became focused in retail display after the 20th century and the concept of the New Economy. Visual merchandising is the promotion of sale of retail through presentation and display. It is combining the products and putting them in original surroundings to enhance the sale of the product. It takes a team of buyers, architects, designers and merchandising managers to do this. Through science, the designer is able to attract the customers through statistics and studies that show what magnetizes a passer by, while art takes on the mission of giving creativity and innovation to the scientific ideas. It became essential to create an emotional connection through display between the products and consumers. It also helps create a wider and more established image of the retailer.
A window display educates the customer
Bibliography: 1. Moreno, S, and Remi A. (2005) Forefront: the Culture of Shop Window Design. Amsterdam: Birkhauser. 2. Morgan, T. (2008) Visual Merchandising: Window and In-store Displays for Retail. London: Laurence King. 3. Portas, M. (2007) How to Shop. London: BBC. 4. Portas, M. (1991) Windows: the Art of Retail Display. New York: Thames and Hudson. Journal Articles: 1. Kerfoot, S, Barry D. and Philippa W. (2003) "Visual Merchandising and the Creation of Discernible Retail Brands." International Journal of Retail & Distribution Management No 31.3: 143-52. 2. Kent, T. (2007) "Creative Space: Design and the Retail Environment." International Journal of Retail & Distribution Management 35.9: 734-45. Audio-Visual Resources: 4. MDH. (2010) "Selfridges Christmas Windows 2010: “Awake the Child Within” [Online] Available at: http://www.ldnfashion.net/2010/11/selfridges-christmas-windows-2010-awake-the-child-within/. Accessed: 2 Dec. 2010 5 6. Perez, C. (2010) "Selfridges ' Alexander McQueen Window - PHOTO | Styleite." Styleite | News & Opinion’ [Online] at: <http://www.styleite.com/retail/selfridges-alexander-mcqueen-window/>. Accessed: Web. 01 Nov. 2010. 7. Porter, L. (2010) "Selfridges Window Christmas 2010 - Photos of the London Christmas Lights 2010." [Online] Available at: <http://golondon.about.com/od/londonchristmasphotos/ig/Christmas-Lights-2010/Selfridges-6.htm>. Accessed: 23 Nov. 2010 8 1. Livingetcblog. 2010. “IT’S PLAYTIME WITH SELFRIDGES’ CHRISTMAS WINDOWS.” [Online Image] Available at: http://lifestyleetc.co.uk/2010/11/01/its-playtime-with-selfridges-christmas-windows/. Accessed: Web. 2 Dec. 2010. 2. Perez, C. (2010) “What Were They Thinking?” [Online Image] CocoPerez.com. Accessed: 3 Nov. 2010 PPD: