I strongly believe in learning from every display, yours and others.
Either it’s a wrong display or a great one, there is still always something that we all can learn and through observation of it improve our work.
This is what i do daily: observe, analyze and learn from every display in order to avoid some of the major mistakes could happen.
By doing this mi mind is really well trained and I can “read a window” really quick so here I want to share with you 3 things every VM-and retailer- can learn from Dolce and Gabbana windows and displays.
All of these next 3 points are really important for the success of every window display.
Wether is about to dress several windows at the flagship store, small accessories window or a display into sunglasses store Dolce & Gabbana never misses out the Theme, is always really strong and visible.
This is a red thread going on and linking every display in every store D&G have around the globe.
Every window D&G creates is full of details and all the props are meant to and do support perfectly the products.
They went through so many different set ups, only in this year they have tons different, like tiles flooring and background, street market appealing kiosks with fresh foods and Sicilian traditional handmade products, even a huge laid table for christmas in each and every display products played a major roles.
Despite the fullness of their display, products always popped out and found a way to exist even in a totally “out of their context” situation.
3)Convey brand identity
With this hard work put into window displays, the message always goes out clear and loud:
Dolce & Gabbana is made in Italy, Italian brand, that love and support beauty, art, traditions and specialties from their country (especially Sicily) and these values are communicated and stressed out every single time, in display, inside the stores, in advertising, they never miss the focus.
At the end of the day nobody have doubt about Dolce & Gabbana brand awareness.
I’ve create a video about this and here you can have a look
To be brief, if you want your windows to be effective you have to
know mainly who you are (in terms of brand), your message have to be one very strong message and you have to hammering on that every time you plan and set a window, every time you communicate.
An extra tip is to take extra care on each detail of your displays in order to elevate your product.
All pictures are ©2016 Marica Gigante – All rights reserved.