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Visual Merchandising by Tony Morgan

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Installing the window display

The facade of Liberty’s in London is impressive, but it also means the customer has to focus a little more on what is for sale in the windows. Planning a window scheme that can compete with the architecture is important.

No retailer wants shop windows to be either empty or in a state of undress for long. It is therefore important that a feasible time slot is allocated to dress a window from start to finish. Unless the window scheme is complicated and needs to be dressed over a couple of days, a visual merchandiser should ensure that the window is completed in a day. Many visual merchandisers start early in the morning ...

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