Display is defined as a way to present a view but, if it is used effectively, display can be a whole lot more...

How Effective Are Displays:

In most department and specialty stores, your average customer is generally in a hurry when she enters the store...the customer walks through at a rate of six feet per second especially where accessories are concerned.

Handbags, luggage, and personal accessories, unlike other accessories, are not an impulse item for her. She is likely to buy one, either because it's the season, she needs to replace an old one, or in the case of handbags, because she has a special outfit to coordinate. The male customer is interested in a gift item, an accessory to lift his spirits or replacing an old worn out briefcase, wallet or umbrella for himself.

The way to stimulate accessory buying is through display. Take that speedy customer who has just gone past the handbags department, scurrying off to buy a blouse, or a customer who has just purchased several pair of fashion shoes. Your handbags are displayed on waterfalls in the front, back or side of your store or, if you are a department store, downstairs or in the back. Unfortunately, your customer has no idea that you have a bag or two that will look wonderful with her purchase. If you had a coordinated display within eye distance for your customer, your chances of making an additional sale would be four times greater than without.

What about space:

You don't need a tremendous amount of space to create a visually appealing display. In fact, the smaller the better. The one thing that you should remember is to create an idea, a working theme that can be carried throughout your department or store.

Create a "one-stop-shopping center" for your customer, capitalize on your customer's keen interest, whether it is fashion forward trending in colors, her lifestyle or her need for function or his gift-giving dilemma.

Build displays that are relatively inexpensive but eye appealing. Plastic milk cartons, plain cardboard boxes, rocks, beach balls, children's plastic pails are some props you can use. All come in a variety of sizes, shapes and colors and can easily be changed to fit nicely in the available space designed within your store. They can be used together or separately in the window, or on the selling floor.

Use these props to capitalize on specific concepts such as:

Color:
By using color effectively, a woman can alter her wardrobe, change her mood, and give herself a lift. Color is also an eye catcher. It is the easiest way to lure a customer into your store. Use the brightest, most tantalizing colors of handbags, gloves, hats, shoes, belts together and create a wonderful paintbox!

Texture:
Embossing, fur, snakeskin, reptiles or jewels, all interact together to create interest. Coordinate
accessories according to their surface interest, creating a story or a look.

Lifestyle:
Lifestyle is your customer's mode of dressing. Whoever your customer is, create a display just for her. Using the props we just spoke about, create a dressy story, as well as one for the career minded individual and a third for the funky-fun active customer. Group them together or individually. Try and get the most mileage from your display.

But, display doesn't have to stop here with your department's display...accessorized displays should be carried throughout the store and into the store windows as well. Here is where you pull your customer into the store, you entice her, you lure her. Utilizing lifestyles, colors, textures, seasons, create displays that are eye-catching, message sending and relative to your customer.

Remember:
Change your displays often, at least every two to three weeks. Keep your customers interested in what's coming...what's new.



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