Linda Cahan discusses high impact exteriors - even if you're closed!

3 Questions with Linda Cahan

I had the pleasure of chatting with Linda Cahan, an internationally recognized expert in visual merchandising and store design. She answers the 3 most frequently-asked questions retailers ask about store design. You can learn more about Linda at www.lindacahan.com

Easy tips to make your store window memorable!

By guest blogger, Linda Cahan

People notice window displays. Very simply, they are a form of street art and entertainment. When a person walks or drives by a store and the windows are bright and graphic, their heads will swivel, and they’ll pay attention. Whether they stop and shop at that moment depends on many variables. If they notice your windows, they will remember your store when they have the time, money, inclination or need to shop for what you’re selling. If your windows change (at least - monthly), they will continue to look your way to see what’s new. They will come to see your store as a part of their daily lives. The more often you change your windows, the more often people will look in your direction and note your existence. Once your store is part of their routine, they will shop you when the need or desire arrives.

Window display is a very immediate form of advertising and exists to inspire people to come in and buy.

So, what are your windows saying?

Who are trying to attract?

If you say everyone, your immense challenge is to create windows that appeal to all socio-economic groups. A woman who will buy a Chanel suit may not be inspired by windows that are designed to attract people interested in a $89.95 suit unless she wants to go incognito. Depending upon your neighborhood and surrounding area, you should know what vendors and merchandise mix will work for your customer base. Trying to attract people who will never be interested in your selection, price point or style is a waste of time. Know your customers and gear your windows to attract them.

More stuff = less Money.

The more you jam into a window, the less expensive the merchandise looks. The perception is that lots of merchandise equals low prices. While getting a lot into a window may make sense to you, if your price points are higher, you’ll potentially turn off the people who can afford your lines. Of course, if you’re a discount store, a busy window may work well for you.

If your prices are at full retail, your windows should reflect those price points. If you display more expensive things, just a few pieces in the window will tell people that this selection is upscale and exclusive. Space = Cost. At another time you may want to show a great line of matching pieces all under $100. Then, you can put a more extensive grouping in the window.

Ella Ross, San Francisco. Bright paper flowers draw the eyes of passersby on Filmore Street.
The flowers are above the parked cars so people can see them from across the street as well.

Color sells!

The three things people notice most in a window (or interior) display are color, angles and movement. Colors that people notice from the street tend to be warm: reds, pinks, yellows, oranges and lime green. Colors that make people feel relaxed are those that recede: browns, tan, beige, gray, blues, soft or dark greens and darker shades of purple.

If you have a dark see-through into your store (when you look at your store from the street the interior looks almost black) – you need large graphic pieces in light and bright colors to attract attention. If your see-through is bright and light, you can get away with darker or more recessive colors in the windows. Black merchandise in a dark window is invisible.

When you pull together merchandise for a window display your priority is to find pieces that work together color-wise. I consulted for a clothing shop that I thought, based on their windows, was a consignment shop. It was full-priced, nice women’s clothing but nothing in the window worked together. There were mannequins with heads, headless and some with arms, some without plus old dressmaker forms. The clothing was whatever came in that week and nothing matched. I suggested she just use matching forms/mannequins in the window and use an odd number – three or five. Odd numbers are more interesting than even ones. Then, I told her to only use clothing in the window that makes sense together. Ideally, a customer should be able to mix and match pieces to create several looks from what is seen in the window.

Use angles to create movement.

Angles lead the eye from place to place. Our eyes move quickly down an angle and angles makes a window display look and feel more exciting. Whenever you use angles, make sure the primary angle leads the customer to your front door – not away from it!

Too many angles can cause visual confusion. A large triangular form made up of props, forms and merchandise in a window generally looks great, creates angles and a focal area without looking disorganized.

Repetitive images are memorable.

Our minds are a little like computers, we can take in just so much information before we have to stop and process what we’ve seen. The simple geometry of lining up similar or the same pieces of merchandise is (almost) always effective.

Imagine five mannequins or forms lined up, spaced equally apart in the window. They are wearing pieces that work together to form a color story. Over the heads of each form is a paper umbrella. The last mannequin or form has the umbrella in a different position – perhaps popping out of a tote bag. When everything is lined up and matching there has to be an element of surprise to keep people interested.

Make it easy to do great displays.

Hang a grid in your window perpendicular to the floor. Have it installed professionally so you can hang from it almost anything. Once your grid is installed you can start getting creative and have some fun with props. Grid is available from many display companies. Check out a display/fixture company in your area.

Light it up!

Lighting makes all the difference between an effective window and one that’s virtually ignored. I know it’s expensive to install lighting, but the cost is well worth the results. Consider it part of your advertising budget.

For window lighting to be most effective, it has to be mounted on the window wall – not on the ceiling. The purpose is to light up the front of the merchandise, not the top. It can always be done. You may need to suspend it from the ceiling on a track and use window film applied to the inside window in a long, 8” stripe to hide it from the street. You may need to attach it to the metal mullions on the sides of the windows or put the lights on the window floor (least favorite alternative). But, whatever you do, add lights!! Make sure they are commercial grade rather than some cheap ones from Home Depot or Lowes.

Pick a theme and stick with it.

Once you decide on your window theme, don’t stick new arrivals in the window. If you have new arrivals that you are excited about, either create a new arrivals area in the front of the store in a prime focal area or, do a new window display. Don’t pollute your existing display.

Tilde, Portland, OR. Simple but super sweet! Polar bears are cut out from foamcore and placed on a foamcore buildup. The merchandise at Tilde is small gifts, accessories and jewelry. The windows are huge. Their use of large visuals attracts attention and then the smaller items get noticed and appreciated.

Plan, purchase and present with purpose and style.

Figure out in advance what you want to do every 2 weeks to 1.5 months in your windows. Think about the time of year, what’s happening in your advertising, holidays and what’s coming in from vendors. Plan your props accordingly. Leave enough time to do a window from start to finish in one day. If you don’t have the time – and most store owners don’t – hire someone who has the talent, interest, skill and perseverance to do a great job.

Your windows are your on-street advertising. They are your image and represent your brand. They tell people whether they belong in your store or not.

Give them the attention they deserve, and you will be rewarded with old and new customers inspired to come in to see and buy.

Linda Cahan

Linda Cahan of Cahan & Company, West Linn, OR is an internationally recognized expert in visual merchandising and store design. She helps stores look better to sell more. Linda has consulted and worked with independent and corporate retailers since 1972. Along with consulting, Linda gives seminars and workshops, trains retailers and writes for several retail magazines. Author of "Feng Shui for Retailers" and "100 Displays Under $100." Lindacahan.com, lindacahan@gmail.com