View this newsletter in browser

 February 2008

Chief Editor
& Visualiser

Anuraag S

Swati Bhalla

Special Contribution
Shivani Agarwal

Powered by

To subscribe log on to

Extract from Visual Merchandising and Display: 5th Edition: Martin M Pegler
Compiled by Swati Bhalla

To understand what can or can not be accomplished in a display window, it is necessary to understand the physical construction of the window and the limitations imposed by the construction. The features to concentrate on are:
- Window Glass
- Window Flooring
- Back Wall
- Ceiling
- Side Walls
- Proscenia
A small store may often have the store entrance divide the store window into two half. Larger stores often have a group of windows called 'bank of windows'. There are certain display windows that are 20 or 30 feet long. They are called 'run-on' windows. The only visible divider in the run-on window is the thin metal band that retains the plate-glass of the window.

Window Glass:
One of the greatest problems a VM has with a window is the glare/ reflection in the glass that blinds the shopper from viewing the display. Often shoppers get a better view of the street or the store opposite the window, than the display itself. There have been various efforts in this field. While constructing a window, architects have used tinted glasses, angled sheets of glass, curved glass and deeply recessed windows. But all the above has failed.
Tinted glasses affect the colour of the merchandise. Angled sheets of glass and curved glass can rather increase reflection. And deeply recessed windows are a wastage of prime space that can rather be used for selling or storage. Many stores have now started using decorative awnings to cut down the glare. Placing the merchandise further away form the glass (5-6 feet) also helps cut down the glare. Such deep windows pull the customers eyes to the display rather than the glare on the glass.

Most window display floors are raised 6” to 24” above the average floor/ street level. This raised floor helps dramatize an object as it forces the viewer to look up. The elevation not just adds prestige to the window but also makes it possible to be viewed or at least glimpsed over the heads of window shoppers.
Creating levels in the floor can help display small articles like shoes, watches, cosmetics, and hand bags. Use of platforms or raisers can help create groups of articles or mannequins for greater visibility, separation and dramatic impact.
Some stores, like Lord & Taylor in New York City, have elevator-type windows. The floor is actually an elevator platform that can be lowered to the basement level where the display is set, and then raised to the desired level. Most display window floors are finished with carpet, floor board or wood. Some windows have floor lit from the base for extra impact. There are also some special padded flooring available. This does not get spoilt with the use of pins etc for display setting. Other add-ons are made from time to time as per the display theme to dramatize the setting.

Back of Windows:
Some stores have removable panels as back wall of a window. They can be removed to convert the window into an open back window, as per the requirements of the display. The back wall of a window, the side that faces the inside of a store, can be used for selling.
Where there is a constructed back wall, a door or a sliding panel is provided for entry to the window, always consider the size of the entry and the angle of the entry before ordering props. A ceiling track that accommodates drapery to cover the back wall may work effectively to promote different looks and seasons. If there is ample depth to the window, it may be possible to use photo-projection techniques.

Ceiling of Windows:
If the ceiling is too high there could be lighting issues. All lights in the ceiling should be moveable so that they can be focused as per the window needs. To create a look some lights can be switched off or added from one display to another. A ceiling grid or channels in the ceiling is a very good investment. This helps the VM create various levels in a display.
Such grids can be used inside the store as well, especially over focal points. Always make sure how much weight the grid can actually take. The props need to be ordered accordingly.

Side Walls:
Side walls can be painted or used as part of the theme. There can be grids, panels or fins on the side walls. They can be used effectively for various displays. Side walls can be backlit providing extra lighting to the window. Side panels can be at an angle. Angled panels add a feeling of depth to the window by creating an aspect of forced perspective to the merchandise presentation.
Some side walls/ panels are put only to create smaller windows out of a large window. Self standing screens, dividers or hung drapery can also be used to create a temporary side wall. These would separate one display from the next, yet allow the continuous flow of the theme or promotion.

Proscenia is a Greek word meaning 'before the scenery'. In a window display, proscenia consists of a top valance, which masks the lighting across the top of the window, and side valances which separate one window from the next and also hides any side lighting devices.



February 2008
A chance to get noticed in the industry. A chance to show your creativity. A chance to participate and win display awards every month.
(submit your entries at [email protected])
WhizBang! Training, Phone: 616-842-4237, Fax: 616-842-2977,
To sign up for your FREE Tip-Of-The-Week go to

Tip #50 Two Great Easter Ideas

Easter is falling on 23rd March this year and your customers will be out and about. Give them a reason to stop in and see you.

HAVE AN EASTER PROMOTION here are TWO great ideas...

IDEA #1 This promotional idea is tried and true. It combines the fun and suspense of a lottery with the chocolate and spring pastels of Easter a winning combination!

Get a large basket and fill it with green Easter grass and 100 of those plastic eggs that come apart in two pieces. In every plastic egg put a chocolate egg or other Easter confection and a slip of paper with a percentage off.

After your customer has finished shopping, let them pick an egg, eat the candy and get the discount they picked on their entire purchase.

Choose a variety of percentages off. For example, try 20, 10% off slips; 50, 20% off slips; 20, 30% off slips: 9, 50% off slips, and 1, 75% off slip. Make a sign to let your customers know the number of each percentage off slips. That way they can figure their odds of getting a really good discount!

If you don't want to offer a discount to the general public but want to reward your very best customers, send them a postcard announcing your promotion. Have them trade in their postcard for an egg. Keep the postcards and you'll know which customers have responded to your marketing efforts.

IDEA #2 Get the kids involved and hold an “Easter Coloring Extravaganza”. Check the free report on our web site for a really cute bunny picture (complete with patriotic American flag egg!) and twelve great ways to make this a super easy, budget conscious and very successful promotion.

Window Display Case Study


  The famous textile traders of Surat, Gujrat. Notice the price point mentioned on every ‘length-piece’. Upper layer is Rs.60 per mtr. and lower layer is Rs.90 per mtr. So, if you are passing by and the price sign suits your pocket, do stop & shop!
  A very unusual road-side (on foot-path) shop. Snaps of leading Bollywood stars & sports personalities. 95% of snaps are of female stars from Deepika Podukon to the tennis sensation Sania Mirza. Size: 2” x 4” (wxh), Price: Rs.4 each. Customer entry: At least 6-8 people glaring at the snaps at any given point of time!!
  A simple way to project the ‘water-proof’ wrist watches. The tub is filled with water and watches are thrown in the same. Each of these ultra-hi-tech watch is for Rs.30 only.

Indian Jeans in an Italian Setting
Flying Machine has sleek new store setting for designer denims
By Steve Kaufman (10-31-2007)

Though in the U.S. we think of Indian women clad in flowing, colorful saris, you're as likely to see them strolling around the country's major cities in business suits and modern dress. And the teen and tween girls and young women in the stores and mall on the weekends are likely to be clad in stylish designer-label jeans. Indian youth has a passionate interest in Western brands of denim. Stores in the major cities Delhi, Mumbai, Chennai and the rest are stocked with Levi's, Lees and Wrangler.

Arvind Brands, the Bangalore-based company that owns the Indian licenses for many of the international brands, also owns the Flying Machine brand, a 27-year-old fashion-forward label that decided it needed to step up to keep pace with the rising trends in the country. And part of that stepping up was new merchandise in a new retail setting.

“We are reaching the point in India where consumers are demanding higher levels of fashion-forward clothing ranges,” says J. Suresh, Arvind's chief operating officer. “So, coupled with our own research, we have collaborated internally to develop a clothing range and a store concept that reflect the 'Indo-Italian electic fusion' philosophy of the brand.”

The merchandise came from Chicco, the Italian designer with the rising reputation who has worked with Replay and Puma and designed jeans for Brad Pitt and Beyoncé. The store was courtesy of JHP, the London-based retail design consultancy.

The new concept is rich and moody, full of theatrical pieces, with a diverse mix of objets d'art, backlit screens, over-sized classical furniture bathed in precision spotlighting. And the environment enveloping it all is what the designers call “Indo-Milanese sleek.”

The first Flying Machine store opened in Bangalore, India's third-largest city, often referred to as the country's resort city because of its mild climate. The next one is planneds for Rohini Park in Delhi, the capital and the country's most commercial city.

Client: Arvin Brands Ltd., Bangalore, India; Design: JHP Design, London Raj Wilkinson, creative director, Martin Williams, senior retail designers

Photography: Prasad Durga, Bangalore, India


Retailers have only one language in which they communicate
effectively with the customers and that is VISUAL MERCHANDISING!
We offer a 5 month online course on Visual Merchandising
with complete easy-to-download literature and on-hands
guidance at any given time! Call us to know more!

Contact: [email protected]


IAM, Gurgaon proposes to commence the next batch of
One Year PG Programme in Apparel Marketing & Merchandising from Jan '08.

India's first Institute of Apparel Management (IAM) under the aegis of
Apparel Export Promotion Council, which was inaugurated on 18th September
2007, proposes to commence the next batch of already successfully running One Year Full-Time Post-Graduate Programme in Apparel Marketing & Merchandising. This fast-paced professional programme has already caught the attention of the industry with the summer placements of the current batch being announced this month.

The One Year Full-Time Post-Graduate Programme in Apparel Marketing & Merchandising, exposes the students to the various areas of Apparel & Fashion Marketing, Retailing, and Export Management fields. The programme lays emphasis on the theoretical inputs backed by pragmatic approach, which is facilitated with the help of experienced faculty resources and state-of-the-art infrastructural facilities.

The students of this programme are also being offered a 4 weeks Customized programme in partnership with London College of Fashion, UK in May 2008. This customized programme aims to provide students with an understanding of the international market in terms of buying patterns, retail structure and formats with the objective of providing the understanding of international perspective of fashion and apparel management.

In line with fast paced growth of the global fashion industry, the Institute has initiated its partnerships with international institutes in fashion & apparel management arena by having MoA/MoUs with Royal Melbourne Institute of Technology (RMIT), Australia, Nottingham Trent University, UK, Manchester Metropolitan University, UK, LDT Nagold, Germany, & LaSalle College of the Arts, Singapore.

The MoUs with the institutes are aimed at
· Designing of curriculum for mutual enrichment & recognition.
· Exchange of students / Faculty members
· Customized programme
· Training of faculty in Apparel Manufacturing, Productivity, Quality, Merchandising & Management

IAM has been conceptualized to offer cutting edge education and training required for Managerial levels in the apparel industry. It successfully launched its flagship PG programme of “Apparel Marketing & Merchandising (1 year full time)" from August '07. IAM is also running successfully its customized programme for industry, viz. “One Year Part-Time programme in Apparel Retail Merchandising” for professionals to pursue careers in apparel retail industry.

The tentative admission calendar for the AMM programme is as follows:-
Last date for submission of forms & for the interviews: Monday, 28th January, 2008
Last date for submission of fee for selected students: Saturday, 2nd February, 2008
Commencement of Programme: Wednesday, 6th February, 2008

For more details, the interested candidates may get in touch with IAM, Gurgaon at 0124-2708201/ 8202/ 8231 or visit the web-site or pay a visit to the sprawling campus located at 7th Floor, Apparel House, Institutional Area, Sector-44, Gurgaon.

Art of Screen Printing
by Michel Caza
This is the newest, most comprehensive source of technical information on screen-
printing to be found anywhere. An interactive CD-ROM explains screenprinting
techniques for the graphic, industrial, textile and artistic fields.
Topics include:
Theory of UV and UV screenprinting
Fine-line halftone screenprinting
Fabrics and frame tension
Indirect and capillary films
Line and flat tone stenciling
Line and flat tone photographic separations
Halftone color separations and stencils
Inks and drying
Printing, manual and mechanized
Textile and art screenprinting
The CD is compatible with both WindowsTM and MacTM formats. Michel Caza, president of the Federations of the European Screenprinters Associations (FESPA), is widely acknowledged as one of the most knowledgeable screenprinters in the world. Benefit from his experience with this state-of-the-art educational tool. CD-ROM, PC and Macintosh compatible, 1,400 screen pages. PRICE: $120

ISBN #: 9780060893484
by Louis Bou

Designing a store window has not only become something of a necessity, but an art as well. This book portrays a fantastic array of designs in hundreds of high-quality photos, not always easy when the subject is a store window. From London to New York and Burberry to Prada, Windows of the World does not skip a beat. It explains how successful store windows have become an important mediator between goods and the consumer. The different concepts of color and disposition of objects illustrate that a great window display can ultimately make or break a store. This book shows merchandise designers how to make the most of their store windows, both as artistic statement and sales tool. PRICE: $ 45.00



Post messages, enquiries, contact details here...know the industry... Build your network!

“Very interesting newsletter. Yesterday we went to Saks Fifth Avenue (in New York city). They had about 7-8 display windows on the theme snowman and they were intending to popularize the store's new book-snowpeople. The display was fabulous and all of them were motorized with an audio near the window.”Check out this link: source

Saks' Holiday Window Display for 2007
As part of Saks Fifth Avenue's holiday outreach, the company will support the annual St. Jude Children's Research Hospital Thanks and Giving campaign for the second consecutive year. This national initiative encourages shoppers to join retailers in supporting St. Jude in its efforts to find cures and save the lives of children with cancer and other catastrophic diseases. Throughout the holiday season, Saks customers are invited to participate by adding a donation at checkout. Additionally, $2 from the sale of each Snowpeople book go to St. Jude's.

In the final window of Saks, the snowpeople learn that being different is just fine.


“The Display Calendar 2008 was really cool & useful…Thanks!”

Aditi, VM Footmart


Curved Yellow Fruit? Oh! You mean Banana!!!
Funny sign, isn’t it? I found this one on net!
They did not mention the location.

  Such a huge circle formed by shopping trolleys.
I think that’s what is know as Applied Geometry!!!
- Anuraag S    


Send us your comments and feedback on [email protected] Your valuable suggestions can only let us improve this newsletter. For contribution of articles, snaps, information, do mail us. Hope you enjoyed this issue!! Happy displaying...
 Copyright 2007 - 08 | ThinkTank | | All rights reserved