The Communication of Window Displays

994 Words2 Pages
bulb-icon

Recommended: Summary of john berger's ways of seeing

The fashion market-place became high-competitive nowadays. In order to stand out, more new, attractive products and services need to be provided for the ever-changing environment in high street. According to Berger (1972), ”Seeing comes before words”. Visual stimulation became important when customers need to be inspired by eye-catching and clear seasonal product display when they pass through one boutique to another. Merchandisers caught a whiff of visual strategy so that they came up with the idea to create a innovative and beautiful space which can show the new merchandises to convey the brand messages as well as to grab the attention of passers-by. Greg (2004) points out that window display is the first impression which can clearly communicate the brand identity to their potential customers. Morgan (2011) also states the purpose of window display is to help supporting the brand image and entice the customers inside to see the rest of assorted products. The window display of Zara always gives the impression of “plain but chic” to their target customers. One customer who looked at the window and then shopped in Zara said: “The window displays are telling you that you deserve one Zara coat.” This essay will focus on the relation between the brand identity and window displays of Zara which has a typical successful brand image through its window display.
However, defining the success of window display is still difficult and complex because there are too many segments need to be taken care. Effective window displays can not only promote the products but also extend the brand image. Morgan (2011) mentions that the good window display can not only increase the sales but also can build a good brand image in long-run. Furthermore, there...

... middle of paper ...

...ame period of 2012. (Inditex, 2012) The solid growth from Zara shows that Zara is successful in building its own brand identity. The high degree of recognition of Zara makes people choose Zara instead of other brand. One of customers who are interviewed said: “Zara is the name naturally came into my mind when I want to go shopping. It just came.”
To sum up, window display is a significant way to promote the brand image and seasonal products in the highly-competitive fashion industry. As a typical successful retailer brand, the distinct brand identity of Zara is one of the most important factors to be outstanding comparing to other brand. Zara clearly understand its brand image according to its market positioning strategy and target customers through using the props, colours and themes to create a suitable space that the impression of Zara want to be given to people.

Show More
Related

  • H & M Rhetorical Analysis Essay

    772 Words  | 2 Pages

    When a person is shopping they typically are drawn to something eye catching that is either in or on the storefront. Some storefronts appeal to a very specific customer group whereas others are very general. One storefront that does a good job of pulling the attention of a fairly specific customer group is H&M. The front of this store is very modern, with clean lines that make it appear very sleek and elegant. Something else that this store does that helps them is that almost the entire storefront is made of huge floor to ceiling windows which not only go along to the sleek, modern design but it also allows the customers to see completely into the store. The front of this store helps them to attract the customer group that they are targeting because it gives off a very professional and sophisticated vibe that goes with the type of people that shop there. The floor to ceiling glass windows also help the store attract customers because it

    Read More

  • essay

    1786 Words  | 4 Pages

    In designing the buildings, the storefront is a key focus, with its large public doors, heavy use of glass, display windows, and entrance signage. Much like today, a storefront often serves as its own advertisement to pedestrians or drivers passing by and as such becomes a heavy focus for a store’s design. As in the case of the Kress stores they established their brand in a shiny gold handwritten font over a green back...

    Read More

  • Christmas Window Analysis

    909 Words  | 2 Pages

    Winter is my favorite season because many holidays happen from November to January such as Halloween, Thanksgiving, and Christmas. During the holiday, we are living in a exciting and happy atmosphere, especially in New York City. When I was walking on the fifth avenue, I saw the Saks Fifth Avenue windows provide more elements for Christmas time. This year the window’s theme is “The Winter Palace”. However, I cannot see the same Christmas elements in other store’s windows such as Louis Vuitton, Christian Dior, and Fendi. After I visited these store’s window, I figured out why the windows are different. Because Saks has different purpose and history with other store.

    Read More

  • Fashion Case Study: Marks And Spencer And Zara

    1077 Words  | 3 Pages

    The business model that sets Zara apart from other clothing retailers is how rapidly the company changes stocks and releases new product lineups. The company averages 12-16 collections annually which equates to more than one lineup a month. Due to stock being limited and the rapid production Zara brings forth, their items are viewed as exclusive promoting further business. Their customers are happy knowing that their specific article of clothing is more “rare” due to only having an average of a two-week window to purchase the clothing. The company specifically targets current trends and has them in the store within 30 days. This maintains the brand’s uniqueness and relativity in fashion.

    Read More

  • Emotional Advertising Essay

    1875 Words  | 4 Pages

    Heath (2011) believes that “… it is emotional advertising that is most effective at building strong brands” (Heath, 2011, p. 120). Using relevant research and current examples of advertisements over the last few years, this essay will aim critically assess and investigate in to what the most effective method should be used in order to build a strong brand. Firstly, it is important to discover what the consumer behaviours are in relation advertisements, what factors are included in building a strong brand and why it is important to establish this in order to communicate effectively with the brands target market. There are many debates about what is the most effective strategy used in advertisements whether it would be emotional or rational ideas.

    Read More

  • Zara Case Study

    684 Words  | 2 Pages

    Problem Recognition is the first step in the consumer decision making purchase. When customer passes through this step, it moves to the second step which is known as information search. Zara focuses on this step. When customers starts collecting information to know about a particular brand or various alternatives available in the market. As per the customers of Zara, various factors can influence their decision to choose Zara. Some of the factors that can influence the decision of its customers are products, brand image and brand identity, coming up with new products every two to three weeks and ambience of Zara stores and outlets. The decision factors differs from a person to person are unique for every person. Zara has to focus on factors like brand image, brand identity, products, ambience of its stores, so that it can influence the consumer’s decision and attract more customers to choose Zara. (Vaxjo, K. 2011)

    Read More

  • Zara Business Analysis

    1501 Words  | 4 Pages

    The fundamental business strategy of Zara is very simple which is linking customer demand to manufacturing, and liking manufacturing to distribution. Zara has been running their business in fashion industry which is susceptible to seasons and quick changing customer tastes. Zara has been approached to and considered their business as a perishable commodity business just like a fresh baked cake or bread to be consumed quickly.

    Read More

  • Relation Between Advertising and Our Consumer Culture

    2541 Words  | 6 Pages

    Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...

    Read More

  • Essay On Visual Merchandising

    1152 Words  | 3 Pages

    Visual merchandising is a concept of presenting your retail space in an elegant way. It’s a channel for the retail house to create their own distinctive identity to develop a sense of their product’s character and define the themes of their range from its physical contours redefined by visual merchandising.

    Read More

  • Importance Of Branding, And Brand Loyalty, To Successful Marketing

    1693 Words  | 4 Pages

    Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.

    Read More

  • The Positive and Negative Effects of Advertising on Consumer Behavior

    1661 Words  | 4 Pages

    According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...

    Read More

  • Analysis Of Aesthetic Economy By Sander Kadajane

    1802 Words  | 4 Pages

    For businesses, aesthetics (designing interiors, identity etc.) is not a matter of esoteric art theory anymore – it is the way we communicate through our senses, the art of creating reactions without any words. Aesthetics is the way for us to make the world special. Successful businesses understand that aesthetics is more pervasive than it used to be – it is not restricted to a social, economic or artistic elite; not limited to only a few specific industries. It is not for communicating with power and wealth only. The huge global competition nowadays may drive down the prices, but it also raises expectations - not just and only for service, function, and reliability, but also for sensory experience. The look and feel increasingly drives economic value. Aesthetics and style have become a critical source of economic value and product identity. The desire for interesting, enjoyable and meaningful sensory experiences is everywhere around us.

    Read More

  • The Influence Of Branding On Consumer Behavior

    949 Words  | 2 Pages

    Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.

    Read More

  • Misleading Advertisements Analysis

    1124 Words  | 3 Pages

    The first thing that advertisements try to achieve is to capture costumers’ attention. When an ad fails to do this than it is not a successful ad. Advertisement fa...

    Read More

  • Product Appearance Is A Successful Formula For Product Success

    1008 Words  | 3 Pages

    It takes part in portraying the first impression to consumers in impulse purchase, and fundamentally is a condition of profitable ostentatious consumption. Besides psychological effect, product’s aesthetic may add value and enhance the effectiveness of products, especially in creative industry. Although customer attrition may emerge in extremely useless products, a strong association between ostentatious consumption and brand loyalty was proven. Plus, on the other side, visual experience may be the last straw to grasp for some poor commodities. For an ambitious company to enhance its competitiveness, modification on products’ appearance may be a good

    Read More

More about The Communication of Window Displays

Open Document