Fashion Beyond Store Windows

The greatest impact in fashion lives beyond store windows. 

"I've been most impressed with intriguing storefront campaigns and display imagery by designers Versace, Alexander McQueen, Dolce & Gabbana, Rodarte and retailers Harrods and Anthropologie and many more resulting in museum worthy stature and artistic innovation that never gets stale. However... 

In the past 15 years and in my travels, I have often found myself looking at mundane, colorless, outdated product displays. Shop owners and retailers had somehow lost their fire, their edge and certainly an artistic flair. Blame it on the economy, loss of interest, visual display teams vanishing and what seemed as if only the BIG retailers could afford to pay to create such detail and trendy expression. 

I still want visual scenes and stories that I connect to or an era of the past. Having executed a few displays myself, I don't look for perfection but rather a sense of theatre and mystery to the showcased product. It makes my mind wander and lights a spark to the imagination; gearing me up to take a few more steps inside the store. 

Some of the images shown are truly works of art. Some old, some current. They are like mini scenes from movies that were the first of its kind. 

Bring The Magic Back.

Today consumers are hungry for the exquisite to the crazy in all mediums in merchandising and creative expression. From the modern simple dress form with one piece of clothing to the dramatic, glamorous scenes of a bygone era, like the dark & gawdy fantasy of Barnum & Bailey.

I think we all are fascinated by still life and storytelling whether it's out of a book or displayed behind glass. There is an eery, historic vibe even when the latest fashion is dressed impeccably on life -like mannequins.  

 Current + Creative = Value

Shoppers tire easily of displays that are repetitive. Retailers must constantly change, keep moving, innovating. Simple to stunning, thought provoking, protest-ish settings must make a lasting impression, have a purpose and exude a passion for excellence".

-L

"Even if we can't buy it, we will still show up to stare at it".

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Storefront Power

Are you staying clever?

We've all heard those three wise words in real estate...

Location. Location. Location.

My own three wise words in retail have become...

Consistency. Consistency. Consistency.

Taking pride in your retail space, knowing who your customer is, creating an inviting interior environment are all important factors in keeping traffic flowing and for the business to run smoothly. Your storefront is truly 

the window to the soul of your business.

If you are rockin your online shop in sales & services but your brick & mortar shop is lacking its opening day pride and visual lustre, it's time to dodge the obvious, regroup and redesign before the awkward whispers begin.

Who doesn't love "The Big Reveal" at the end of our favorite Before & After shows? It reminds me of the days when I'd walk by a store and instantly know why the black curtain was covering up the front window display; because of the actual visual artists secretly creating the next product launch, next season's theme or ad campaign.  

Where would Macy's Union Square in San Francisco be now without their lavish window displays of live puppies, imported fresh flowers, ballet dancers and local theatre mimes wearing the latest Spring couture?

When I search for the online shop of a brick & mortar business and come across a completely different aesthetic, it immediately shouts out the feeling of "Neglect" and confusion. Noticing that inconsistent vibe is actually how I gained my first 2 clients and I imagine it's how I gained the nickname "Brand Fixer". 

There are ways to redesign even with a subtle approach that can do wonders for your digital and in-store brand; even after you've exhausted the thoughtful ideas of your interior designer friends.

Having only one bold design statement in a marketing campaign can be just as powerful as a window display full of baby chicks.   

Creating a powerful storefront can be challenging and competitive,

but if you're having fun with growing your business and you love and believe in your product, your customer will tell everyone they know about you.  

Whether you are representing a luxury jewelry store or an apothecary shop, choosing to be visually minimal or abundant should not be a difficult decision if you are completely in tune with your brand.

 

The seemingly lost and expressive art of visual merchandising is easing its way back into mainstream retail. It's time for a redesign.

You know where to find me.

Contact me for retail consulting services. 

A powerful storefront awakens the senses 

even before you step in the door.  

It says "Time for Cake and Coffee". 

There is a valuable lesson in the century old phrase

 " A kid in a candy store".     

Storefront Power

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lstylefashion.com

 ©️2021 L Style Fashion

Layout by Lisa