How to do window dressing

One of the biggest selling points of the shop I have come to realise is the windows.  Items placed in the windows draw customers in for a closer look but also peaks their interest in what else may be inside.

I change my Windows every week on a Wednesday and I have had many customers come into the shop asking about an item that has been removed from the window.  In many cases this then leads to a sale as they believed the item had sold and are relieved that they can still purchase the item. When decorating a window my starting point is a theme.  I find that it is easier to select stock to feature in the windows if I have a common theme to follow.  When picking a theme it can surround a holiday like Christmas or Halloween.  Although a theme can consist of any basis be it colour, topic, medium or interest.

I divide the window into sections and try to optimise the maximum amount of visual impact for each area.  There are several factors that I try to consider when dressing a window display.

Height in Window Dressing

Be aware of the height of your window, to really draw the customers eye, especially from a distance make full use of the whole window.  

Easy ways to gain height in your display are:-

• Hang items from window frame
• Hang items directly on the window suction cup hooks work well
• Stack containers like boxes or baskets to create a frame on which to add items
• Use a basic shelving unit that won’t distract from the stock but nicely fills the available space 

Using something like this link would work well for adding height to your display https://www.amazon.co.uk/Hartleys-Tier-Folding-Ladder-Shelf/dp/B01N6O28I5/ref=sr_1_56_sspa?keywords=fold+away+shelves&qid=1561211142&s=gateway&sr=8-56-spons&psc=1

Layers 

When looking through the window a display will hold the customers attention for longer if there is more for them to look at.  As a customer moves past the window their perspective will change.  To take full example of this you should layer stock with taller items in the back and shorter items towards the front.

Sections

It is unlikely that a customer will look at everything that is in the window.  It is far more likely that just one item or one area of the window will attract their attention.  You should bear this in mind when dressing the window and make sure there is plenty of interest in the area that they could be looking at.  To ensure this I split my windows into sections and try and fill section as if it is a smaller window. 

I use shelves and boxes in my windows to add height and structure.  I use  each box or shelf as a smaller section.  Therefore I try and fill that section as if it is the only part of the window that the customer will look at.  Try and dress each section with a variety of interesting and contrasting items to encourage browsing.

Filling

You should always try to fill the window at all levels try not to leave any large areas that look blank from a distance.  I absolutely love using bunting in my windows as it fills the top half of a window without it looking too busy.  Be aware though that filling a window has a fine line, customers often like to be able to look through the window and see the interior of the shop beyond.  This can give them an idea of if they can navigate the shop with a pushchair or if there are other items that they are interested in looking at.

These same techniques can be used to dress a craft stall.  I actually use this method for placing merchandise on the shelves within the shop as well.  I like to use each shelf like a smaller version of the window and create interest for the customer.  This makes a much more relaxed shopping experience as customers are able to come in and browse the items at their leisure. 

For more information on how I run my Craft shop please have a look at my blog post on running my shop https://claireyatfairycrafters.com/how-i-run-my-craft-shop/

Let me know if you have any other hints or tips for giving your window dressing the best impact on customers?