Visual Merchandising Trends

Visual Merchandising Trends
By Charlotte Wetton

The theme of this trend within the spring/summer 2017 collection of
London Fashion Week is a span of abstract autumnal installations,
these are positioned within theatrical sets centred on the lives of iconic
people. For example Selfridges window display celebrates the life of
William Shakespeare, unveiling specific scenes of each play per window
in order to mark 400 years of his death. The use of the splash of vibrant
colour and quirky theatrical theme within these displays represents key
features of each brand that they are particularly renowned for, for
example the use of vintage furnishings and old buttons featured in this
mood board represent the in store design of Ted Baker with its
eccentric and individual ideas of presenting new garments that appeal
to passing customers. This theme works for the Ted Baker brand as it is
similar to some of their previous antique style displays, however I may
not use it within my project as it doesn’t present a seasonal theme to
customers like Ted Baker’s previous Christmas windows have done.

The theme of this trend is based on the 1970’s contemporary glamour,
there are many links to the retro copper colour within lighting and
props that add a period feature to the displays which is in an attempt
to portray this 1970’s image that has however recently come back into
fashion selling lamps and copper accessories in shops such as Urban
Outfitters. Within this trend neon lights are propped against the wall or
concealed underneath wall edges for understated elegance and also to
create an ambience of the winter spirit and darker nights. The use of
rose gold, copper and brass lighting creates a sophisticated display with
reference to Donald Judd’s brass and Plexiglas sculpture. The theme
plays with opacity and combined matte, satin, high-shine and
iridescent finishes in order to recognize different tones and features
within the displays. I particularly like the neon lighting aspect within
this theme as I think it subtly incorporates a winter theme with
reference to Christmas lights and therefore I may use it within my
display project.

This trend includes classic themes within the seasonal aspect of
window displays such as a white Christmas and winter wonderlands
which add an experiential twist, letting visitors immerse in or interact
with installations that stimulate multiple senses. Several of these
Christmas displays throughout the high street shops suggest a
storytelling theme that attract children to the stores, story telling is
important within the seasonal window displays and therefore shopping
malls are putting more effort into explaining the inspiration behind
their decoration and engaging shoppers as part of the storytelling
process. Many companies use characterized Christmas windows in
order to portray a similar image that is known to the customers for
example the use of Lego Santa and Disney characters. Langham Place
teamed up with local Lego artist Andy Hung to create a Lego-themed
Christmas installation for their window display which included the
largest Lego building ever built, this was successful in attracting
customers as it was unique and had not been produced before. I may
use this theme within my project as it represent the traditional
seasonal colours of red, white and green along with a link to the
previous modern themes of neon lights that would fit well in a
characterized window.