Showcase - business card store
The theater begins with a coat rack, and the store begins with a shop window. It is she who is his calling card, encouraging to "read": what is inside, or to pass by indifferently. How to make a showcase, we asked the experts.
“A showcase is the brand’s first communication with a potential customer. It demonstrates the values, the global idea of a product or service, as well as the attitude to the product and customers in general. Companies that care about window dressing are perceived as more holistic, significant in the hierarchy of brands, ”emphasizes Larisa Shen, CEO of LoraShen, a floristic and decorating company.
Larisa notes that in ordering the windows it is important to push off from the key idea that will form the basis of the decor. It should be relevant for the target audience and at the same time respond to the brand’s DNA, emphasizing the uniqueness of both himself and his product or service. Only after determining the semantic load should you begin to work on the visual range of the storefront.
“Regarding the visual range, all the artistic rules work here: the golden ratio rule, color combinations and the like. Also in the visual design of shop windows, it is important to understand the size of the scenery, to focus on large, large-scale details, so that the idea is read at a glance. A lot of small details scatters the attention, negatively affects the overall impression. Therefore, we usually work with several large objects - they are design whales, and after we put on the frame the detail. A showcase is a game. Therefore, there should be a certain ease in design. You shouldn’t decorate it too seriously and bulky, ”Larisa Shen emphasizes.
You can not make a showcase for a test, once. There should be a strategy for at least three seasons. LoraShen experts recommend "dressing" them for the landmark holidays in the country. For example, on New Year's Day, Valentine's Day, Spring Festival, Halloween. In addition, it is advised to change with reference to seasonality: spring, summer, autumn and winter.
Window dressing trends
Eco, Recycling, Reasonable Consumption
High technology, space, artificial intelligence
Craft, unique ideas in a unique performance
Larisa Shen notes: “The influence of communication through the storefront can be seen if you change it seasonally and constantly, because it is a long and continuous process. In addition, in the modern world, their design should also carry the social responsibility of the brand to society, be a harmonious part of the city or shopping center. ”
Window dressing on their own or to attract specialists is everyone's business. But it is worth remembering that a showcase is like a first impression that cannot be made twice. People looking at her decide whether they want to continue acquaintance with the company. Often you can see the windows with a good idea, which is implemented from low-quality materials or visually slurred. And here a direct connection works - the perception of the brand, its status, sale.
“Our recommendation: if you have already decided to spend a budget on a storefront, do not save. Everything is important in showcase - from the idea to the quality of execution. Entrust this business to professionals, and you will see a direct relationship with sales and profits, ”explains LoraShen CEO.
Commented by Tatyana Fishchuk, communications director at VSI.SVOII
For us, shop windows are more than just an advertising platform where new collections can be presented. We became the first store to turn them into the voice of the brand. We were the first to communicate socially important topics through storefronts.
Of course, the location of the store contributes significantly to this: Khreshchatyk is the main shopping corridor of the capital, where many Ukrainians and foreigners go every day. We use this advantage to raise the issue of not only the Ukrainian context, but also the international one.
Realizing showcases with meaning, we do not set "sales" goals, such as increasing the audience or increasing sales. For us it is an opportunity to express our position. As a result, we are expanding a smart audience that supports the same values. Thus, consumers who are close to the brand’s position will not only give preference to this brand, they will give it the right to become part of their identity, their values. It is interesting that in social networks posts about social showcases receive more coverage or reaction than our top fashion companies.
Showcases for All. Own is an important channel of communication and an opportunity to emphasize: supporting the positive changes in society for the project is fundamental. So, in 2018, we held an action in support of film director Oleg Sentsov, who was innocently convicted in Russia. Posters with his portrait and biography, as well as a list of other political prisoners, were placed in the windows. Another opportunity to express their position appeared against the background of suspension and. about. the head of the Ministry of Health, Ulyana Suprun, in 2019: posters with ironic slogans “Mantou can be wetted and Ulyana Suprun not!” appeared in the windows of Khreshchatyk 27.
Not so long ago, another action was completed, which was aimed at increasing environmental awareness: for the #obtain package campaign, for the first time in the history of the project, we filled the store windows with used packages, including those that people brought from home. So we try to take the first steps that will change the culture of consumption and shopping.
The world adjenda today sets very different requirements for business, and we try to meet them. We measure the company's performance not only with financial indicators, but also with the impact on society. Each of our campaign has caused considerable social resonance, and it is precisely the changes in society that are for us a marker of success.
