CTE 3835 Final Exam Review Store Exteriors Key items that impact store image signs marquees architectural canopies banners planters and awnings Outdoor fabric banners are inexpensive and expendable Colorful eye catching eye filling devices The display should not only attract and excite it should also reinforce an idea and present dimensionally Flower boxes and plants outside a store add to the general ambiance of the store Dramatize window presentation by adding depth to the setting Banners Planters Awnings Supply shelter during inclement weather Make viewing a window display more pleasant during the heat of the day Cut down on the glare and reflection in windows Windows in Storefront Design 4 Types 1 Straight Front windows run parallel to the street may be closed back open back or elevated most common 2 Angled Front Entrance is recessed from the street display windows lead back from the street to the entrance creating an aisle for the shopper 3 Arcade Front Series of windows on either side of the entrance wall which is set back from the street 4 Corner Window Mall Storefronts 3 Types 1 Open Fa ade No visible barrier between the shopper on the mall aisle and the store 2 Glass Fa ade Display windows to one or either side of the glass doors that are usually open during business hours 3 Closed Fa ade Suggests something special or a sense of belonging appeals to teens and tweens as well as to upscale boutique shoppers Display Windows Closed Back Windows The typical display window with a full back wall sides and a large plate glass window facing the pedestrian or street traffic enclosed window Issues glare reflection tinted glass curved windows recessed windows Back of the Window Back of the traditional display window goes from floor to ceiling and is usually fully constructed Ceiling Often quite high and made of concrete or some other impenetrable material Venistration window placement Fascia covers lighting along back walls used to put lettering on Proscenia This is a structural arch that is used around the window glass consists of a top valance which masks the lighting across the top of the window and side valances which separate one window or display grouping from the next while also hiding any side lighting devices This is used to Accentuates the display setup behind it Hides the pipes and lighting fixtures Unifies and adds a dramatic and coherent quality to a group of windows Provides a promotional or seasonal theme Makes the window opening suitable to the scale of the merchandise to be presented Masking Masking reduces the size of the window by making an opening for viewing that is smaller The mask enhances the enclosed presentation and makes it appear more important and more concentrated By using the mask concept vertical dividers set against the glass can create a series of openings out of the one long stretch of glass Open Back Windows Offers a direct view into the selling area and beyond because there is no back wall This type of window creates particular problems for lighting and background presentations extra effort to maintain a sense of excitement in the window while at the same time the in store merchandise and lighting are competing for the shopper s attention The display person might use a panel screen drapery or ribbon curtain to partially block the view of the store interior and at the same time create a positive background for the merchandise featured in the window The display person must then divert the attention of the viewer to the area in front of the panel toward the window foreground To capitalize on daylight and save energy the display person may use narrower background panels so that more light enters the shop When a panel screen or fabric is used the separate the selling area from the space the decorative device should be finished on both sides and also complement the merchandise being displayed It is common to see each side finished differently so each side will complement the merchandise in the window and in the store interior Island Window window that has glass on all four sides allowing the merchandise presentation to be viewed from any angle and any direction Shadow Box small elevated windows used for the close up presentation of special merchandise or accessories Elevated Window floor may be raised up to 3 feet above street level It may only be 5 feet tall and the display area may be very shallow Tall Windows Merchandise can soar if the architecture and style permit to create new and startling effects mannequins can be staggered on different levels Some create their own windows Corporate decides what goes in display windows typically not always The Magic of the Window Display Store window displays have the potential to create magic This ability is known in the industry today as the WOW Factor Vignettes are a condensed version of a larger scene For example a home furnishings vignette might establish the mood and the scene of a larger room with only a few elements a chair an end table and a lamp Retail Theater Presenting merchandise in the confines of a traditional store display window is a tightly controlled exercise in retail theatrical production By controlling every element they use lighting props color texture scale mannequins forms signing and theme visual merchandisers also control communication Window Display in Practice Visual merchandisers Schedule display windows Plan in store editorial displays and department presentations Select merchandise props and mannequins Order signs that tie directly to the ad copy or theme Window Merchandising Functions Fashion apparel windows feature The store s newest trend merchandise How current trend garments may be coordinated with accessories Home fashion windows feature The latest dining trend Candles dinnerware and table linens that relate to the dinner theme Furniture and home furnishing accessories Sale windows announce The store s major sale events May not feature any merchandise at all Masses of merchandise larger than life graphics backdrops and intense well lit Drive by windows feature color schemes Live or demo windows feature Live models Interactive windows feature Promotional Windows Invitations to passersby to interact with window displays by touching sensitive panels on the exterior glass A promotional display advances a particular concept trend or item Products that are part of an advertising strategy promoting an entire line of goods a single item or a storewide event a sale whether it is