Your displays should stop your customers in their tracks.
Yes, you read that right. A nice Oh, pretty window or That’s a nice dress doesn’t cut it. You want to engage their attention, you want their mouths to fall open. You want them to say to three people today You should see the stuff over at HerShop. It’s incredible!
Do your displays over the top: you want something that will stop them in their tracks, that will intrigue and inspire your shoppers, that will set your resale shop out from the sea of sameness.
Dressing a window is not like getting yourself or your child dressed, or decorating your family room. Choosing a look for your swing shop or your slat wall area isn’t all about coordinating but about pushing the boundaries a bit. You wouldn’t wear an Aztec-looking brass necklace with a tribal-print top and cargo pants? Or mate a striped rug to a polka dot armchair and toss a plaid throw into the mix? Who cares? You’re not getting yourself dressed…you’re showing over-the-top options to your browsers.
Some exercises to get you thinking “over the top” when you do your displays:
Mannequin: Add an eye-patch to a “wench” looking outfit (sassy and sexy), use cording tassels for earrings. Turn her back to the street (especially good if you’re using a free-standing mirror to show the front.)
Layer place settings with additional plates, tuck orange napkins into and just peeking out of turquoise napkins.
Add sparkle with brass trays, a silver-gilded prop, crystal bowls. Add lighting as well.
Think “theme”…a nautical jeans display, a Western one.
Add the unexpected. In a Little Black Dress Display, add a single red one. To a coffee-table arrangement of African-style objects, tuck in a batik runner.
- Offer similar goods nearby, for the customer who likes the look but “orange doesn’t go with my red dining room” or who’s a different size than your display. Good use of 2-ways.
- “Back stock” is good nearby as well: If your display is draped in pearls, tempt purchasers with more pearls close to your creation. A window display over-brimming with sequined items means every possible sequined piece needs to be shown on a 2- or4-way right there.
- Have replacement pieces in mind, in case your first customer this morning buys the turquoise napkins.
Yup, just when we get our display perfect: someone up and buys the pivotal piece! Ah well…another opportunity to do an Over the Top Display!.
Thanks to Little Specialty Shop and Repeat Street for the loan of their photos, as well as those shops whose names I neglected to record.