Decorating the counter for the new year. New Year's shop windows: how to attract buyers with decor? Zoning and decorating

26.11.2014 16689

The turnover of an average retail store in December is about 200% of the sales volume of the previous month. In January, the activity of buyers is somewhat reduced, but, nevertheless, retailers collect 30% more revenue than in the autumn months. This year, the numbers are likely to be less impressive and the market for New Year's deals even more competitive. How not to go unnoticed in festive tinsel? Visual merchandising experts know how to attract a customer to your store.

Once upon a time in Moscow there was an unspoken rule for window dressing - a Christmas tree in every window! They say that such an order came from the ex-mayor of the capital. In Europe, hardly anyone gave such instructions, however, general trends were visible there: all stores mercilessly replicated the images of Santa. Today, festive showcases are not just Christmas trees, lanterns and plastic grandfathers with cotton beards. These are whole stories, “deliciously” told through designer finds. Non-banal solutions turn an ordinary showcase into a real “through the looking glass”, which every passer-by dreams of getting into.

AT English language there is even an expression “go window-shopping”, which means walking just for the purpose of exploring shop windows. But this phrase has a deeper marketing meaning: it reflects how much the window display influences the decision of the buyer to buy something in this store. According to American visual merchandiser Linda Kahan: “Window displays require a lot of effort from store owners, but they should always remember three things:

Storefronts work much better than direct advertising;
A successful showcase is not always the most expensive;
The window display may not be what is sold in the store!”

It is the desire to attract as many customers as possible to their counters that drives retailers to resort to unthinkable ideas. And the main "weapon" for conquering the public, of course, are the shop windows. They are the first to remind consumers of the approach of Christmas and New Year. They create a mood and manage consumer behavior, involving buyers in a general festive atmosphere and provoking impulsive purchases. The famous Parisian store Printemps, famous all over the world for its amazing compositions, has become a classic of the New Year showcase genre. And this is not surprising. “The New Year holidays are a very important period for us, since the beginning of the 20th century we have been attracting the maximum number of customers at this time and earning 20-25% of our annual revenue, so our showcases are truly fantastic,” says CEO Printemps store Pierre Pellarey.

On your marks!

When should New Year's paraphernalia appear in store windows? In our country, festive decorations begin no later than the first half of November. As a rule, street retailers receive prescriptions municipal authorities decorate their facades no later than the 15th. But in some shopping centers, registration is delayed until December 1. The change of scenery takes place no later than January 15th.

But the design is preceded by a long preparation. British visual merchandising expert Kate Winsley says that the leading market players start developing and discussing ideas 14 months before installation! Of course, such deadlines in our country can be observed, except for large shopping centers. Small retailers start preparing for the holidays no earlier than September. Annual change of exposure - additional article expenses. And many retailers purchase decorative items and materials with the expectation of repeated use. But changes in the design concept, even with old inventory, cannot be avoided.

Especially in street retail: you cannot count on the help of a developer, it is much more difficult for you to attract the attention of buyers and stand out from a number of competitors. If your neighbors aren't in a rush to do their Christmas window dressing, according to merchandising experts, you shouldn't look up to them or you'll miss out on opportunities to boost sales during the high season.

Analyze it!

Regardless of the season, it is worth considering the fact that emotional display cases are suitable for shoe stores, that is, the whole composition is built around a priority seasonal product. So design plans should start with a thorough sales analysis. Firstly, it is necessary to study the sales experience of previous seasons: what models “left” the best at this time? Which of them had the maximum margin, and which gave a small profit? It is important to take into account the trends of the season. Compare all the data with which of these models were displayed in the windows in past seasons and how it “worked” to increase the conversion in the store. If you thoroughly study all the indicators, you will get an accurate understanding of the behavioral characteristics of your target audience - what they want to buy and how much.

Trends and popular stories

In window dressing, just like in fashion, there are trends and seasonal trends. For example, the WGSN agency has been forecasting trends in both fashion and merchandising for the past 16 years. The company surveys hundreds of storefronts around the world each year to identify major décor trends, uncover storylines, and set the direction for the next holiday season. So, in 2013, merchandisers worked within the framework of five main topics. Other agencies are working in the same direction. In 2013, merchandisers worked within five main themes.

"Bright 80s". A return to the fashion of the 80s was also found in shop window concepts. There were a lot of rich colors and bright decor elements, neon lights and animal prints.

Disney Tales. Theatrical, fantasy showcases that refer to the plots of old fairy tales are a trend in which leading retailers such as Harrods and Printemps have been working for several years.

"Glamour and Grace Kelly". The release of the film "The Great Gatsby" provoked a new wave of interest in the aesthetics of the 20s. Following the trend, many retailers have presented elegant and concise holiday windows, not overloaded with details and unnecessary decor.

"Graphic arts". Along with the development of new technologies, there is a shift in design priorities towards simplicity and naturalness. Available materials - paper and cardboard - become the main elements of decor: both simple flat paintings and voluminous futuristic compositions are created from them.

"Jungle". This is a real exotic with deliberate congestion characteristic of it: an abundance of gold and shades of green with bright splashes of red and blue elements. Lots of floristic elements – huge paper flowers and floral and floral ornaments. A complex trend in which it is not easy to work without proper experience.

Of course, such trends are not a guide to action, but only material for reflection. Competing with monsters with millions of dollars in merchandising budgets is quite difficult. Moreover, in the context of the ongoing crisis, marketing budgets are reduced in the first place in small companies. But the most important rule, which must be taken into account when developing the concept - "call to action". Your festive showcase should not just be beautiful, its main task is to lure the consumer into the store. In addition, it should be designed taking into account the target audience of the store. “How often can you find New Year's shop windows that do not attract, but rather repel a potential buyer. Cheerful dancing Santas or some disco tinsel decorates a store that sells goods designed for an adult wealthy audience! This is unacceptable,” comments Marina Polkovnikova.

7 Rules for an Effective Storefront

Color. Helps convey the mood and emotions of the holiday. In the design of New Year's shop windows, as a rule, they resort to traditional colors that are strongly associated with this season - snow-white, coniferous green, shimmering gold.

Balance. It is very important to achieve a balance in the arrangement of goods and design elements, in this case the components of the composition are equal in terms of optical perception. There are two main types of composition: asymmetric (informal) and symmetrical (formal) balance.

Focus. The shop window should have a focal point where the eye instinctively stops when viewing the shop window from the street. In large showcases, sometimes one focal point is not enough and then you have to create several. However, their number should not exceed 3-4.

American visual merchandising specialist Linda Kahen: “It is best when the focal point is just below the eye level line and slightly off-center. The eye can then be directed across the display to other products. You should always inspect the window from the street to determine where the main focus should be. The flow of passers-by also influences how people look at the shop window. If the majority of pedestrians are approaching the window from the left, then the composition should also be turned to the left. When designing retail windows, it is unreasonable to place the main goods against the side walls, leaving a lot of empty space in the window ... ".

Lighting. As a rule, lighting focuses the attention of the buyer on the focus of the composition. The norm of showcase lighting on ordinary days is about 1500 lux, but during the festive period this threshold can be exceeded by equipping the showcase with metal halide spotlights and garlands.

Layout. There is an unshakable rule - "Better less, but better." Don't try to showcase the whole best product. A heap of objects is much worse than graceful simplicity. There are several classic layout options:

- in the form of a pyramid (triangle): the idea is that racks and goods form a pyramid together. This is a proven way of arranging products so that the eye first focuses on one main point and then moves to other surrounding focal points. The pyramid also fixes the eye on the highlighted main product.

- repeating arrangement: this is a way to place goods at checkout shop window when items are grouped into similar "blocks". “It makes the window display easier to see,” comments Linda Kahan. - True, in this case, the buyer can easily lose the focal point inside the window. The B-pillar won't be a focal point if it doesn't stand out enough to draw attention. For example, one of the mannequins can be made more colorful and catchy to draw the eye of the buyer into the window.” To create a powerful composition, an American specialist recommends using many of the same products.

Distance. When designing shop windows, it is necessary to take into account the distance to the pedestrian. “If there is some distance between a pedestrian and a shop window, for example, a landscaping strip more than 2 m wide, then it is necessary to artistically fill the entire space of the shop window,” advises Armen Kanayan, head of the engineering and design department at Union-Standard Consulting. - If passers-by are close to the window, then you need to Special attention pay attention to the middle of the lower part - psychologists say that about 10 times more attention is paid to this zone than the rest ... ”As you can see, spectacular and effective shop windows are created by experienced professionals who take into account all the design rules that have been created over the years.

The size of the objects. Here you need to consider the location of the store. If it is located on a busy street, then it is important for you to draw attention to the store not only for pedestrians, but also for drivers. In this case, it is important to place a large item in the display case. A glance from afar highlights, first of all, large inscriptions and objects.

After completing the design, do not forget to take a picture of the shop window. Next season, these photographic materials will form the basis of the analysis of sales during the holiday period and will help to analyze and work out the mistakes made so as not to make them again and again.

Zoning and decorating

The owners of merchandising company InternationalVisual, Linda Murray and Phil Hill, believe that there are a few simple window dressing techniques in fashion retail that can be applied to any store.

Conditionally divide the showcase into 3 zones - background (back), mid ground (central part) and foreground (outer surface, that is, glass).

Backdrop- this is directly the wall of the showcase. If the showcase and store space are not separated by a solid wall, it can be created using lightweight portable panels or directly using New Year's decor - hanging elements. To create a New Year's showcase, the backdrop is very important, as it is the background for your composition. You can repaint a standard wall or paste over with a film with a selected pattern.

central part- this is the most important space that you need to use to promote your products. Here you will place mannequins or mobile structures on which the goods will be presented.

Showcase front- this is the glass itself, which can be used to create depth and perspective of the entire showcase. To do this, use various stickers. It is very important that such decor supports the entire composition as a whole and only enhances the impact of the artistic image on buyers.

For your idea to succeed, remember about the following rules showcase creation:

Start with clean slate. Before starting to create new showcase, you should clear it from the previous design elements completely!
Determine the focus of the showcase, think over where and what item will be placed.
Start adding decorative elements. Keep "playing" with them until you're sure they're in the right place. After the completion of the entire project, it will be much more difficult to correct something (it's like with a cake - before you cool it, you need to bake it well).
Keep it simple, don't try to tell too many stories in one window.
Choose products for your showcase presentation that work together in terms of style, color and can complement each other in your wardrobe.
Build compositions by “fitting” them into a regular or right-angled triangle, or use the principle of repeating identical compositions.
Showcase products that best represent your store. Strive to show your best product.
Make sure that the clothes in the display case are perfectly ironed and that the shoes are polished to a shine.
Remember the rule: “Better - less, but better! In the case of window dressing, it always works.

You should also pay attention to the following points:

Make sure the lighting is set up correctly: the main beam of light is aimed at the center of the composition and helps to present your product in a winning way.
Price tags and pos-materials are made neatly and do not stand out from the overall composition.
Check that accessories (fasteners, etc.) are not visible.
The floor and any reflective surfaces are clean and rubbed to a shine.
Check the display case every day to make sure nothing has fallen and all decorative items are in good condition.

The windows of Bloomingdale's last year were huge gift bags with different designs. When a person came close to the window, the packages slowly opened and the picture that was outside “came to life”: Santa Claus began to dance with a deer, children danced, etc. And the Bloomingdale’s window was really interactive. If you get very close to it and look at a special sensor, then you were photographed by a special camera and your photo was posted on the corporate Facebook page of the department store.

Ideas for inspiration

This month, as part of the International Exhibition of Decorative and Technical Lighting, Electrical Engineering and Building Automation Interlight Moscow powered by Light + Building, for the first time, the New Year's Storefront Street competition will be held for the best design project for a New Year's showcase. It is already known that out of 18 works submitted for the competition, 8 finalists have been selected. Designers presented design sketches for stores not only for fashion, but also for food retail. Which project the competent jury recognizes as the best - we will find out very soon (look for the report on the pages of our publication), but for now let's get inspired best ideas past Christmas seasons.

Unusual trees. Of course, the tree is the most readable New Year's attribute. Direct association with the New Year holidays. And although there are no obligations to use it in window dressing today, you can beat this symbol of the New Year in a very original way. For example, hang toy shoes on a cone-shaped frame. Or, as Tommy Hilfiger did in one of the seasons, decorate the windows and the store with “Christmas trees” assembled from empty plastic bottles. Often, it is enough to fold a pyramid out of cubes and shelves and place a “toy” product on it in order to comply with new year theme and create an original composition.

Gigantomania. A giant tube of lipstick, a huge clutch or a shoe - this design will be visible from afar, and most importantly, it will accurately place accents. In the window of shoe designer Charlotte Olimpia, a giant slipper was on display, like a sled rolling down an ice slide. And in the YSL window there is a huge golden clutch, powdered with snow.

Kinetics. Increasingly, window dressers use moving objects in their work. Such mechanical elements, according to experts, are very appropriate in New Year's decoration. Moreover, it is not necessary to be equal to Harrods, in whose windows trains “move” and the wheels of a huge clockwork spin, sometimes it is enough to find one simple and easily implemented idea. For example, place a wind blower in the window, which will create the illusion of movement: effectively inflate a skirt on a mannequin, or drive artificial snow.

commodity compositions. In the windows of the John Lewis store, even at Christmas, you can see only the goods presented on its shelves - cutlery, household utensils ... But its festive windows are recognized as the most original from year to year! Why? Designers create entire compositions from goods: they collect deer figurines from brushes, fabulous birds. No additional expenses! At the last GDS exhibition, designers made huge flowers out of multi-colored shoes - it looked really beautiful!

New Year's marketing

So, the change of scenery in retail takes place in mid-November, while the main season of discounts falls on the end of December - the beginning of January. Many shopping centers oblige tenants to keep New Year's window dressing until January 14. Thus, the retailer is faced with the task of making the shop window not only festive, but also commercially profitable by announcing the size of the discount provided. Experts recommend making adjustments to the design of the showcase, dividing it in half: leave part of the exposition with New Year's paraphernalia, and give the second part for pos-materials informing about discounts. Experts consider the best option to be the initial introduction into the design of elements that will help you in right time place pos-materials without violating the general idea of festive design.

Experts believe that discounts are not the only way to increase sales during the New Year period. Additional promotions, contests, unique offers - all this works not only for the average check, but also for the image of the store.

- Pos materials with tips. Even austerity will not make most Russians refuse to buy gifts for themselves and their loved ones. Help them make a choice! place next to the product - flyers with useful tips. It's an added value that won't cost you big money but will give the consumer a sense of care.

- Mix and match. Try small goods, for example, accessories, to combine into groups and announce a promotion - "when buying 3, the fourth one is free."

- Announce a competition. In the New Year, everyone is waiting for gifts, and even those who themselves decided to save on this expense item! Hold a competition among buyers with the involvement of social networks. Thus, you will start a "conversation" with your customers.

- Festive party. corporate and new year parties under current conditions will be much less than usual. But no one canceled the holiday, which means you have a unique opportunity to become a generator of excellent mood. Invite buyers who are really loyal to the store and regularly buy from you

WINTER PALETTE

merchandising color trends

According to experts from the British merchandising agency SFD, color is the first thing a designer should think about when creating a New Year's shop window, since it is with it that human emotions are inextricably linked. Strongly associated with winter, white color should not become a serious limiter of creative thought.

Color schemes or a series of color combinations - palettes - will become the basis for developing a sketch of a festive showcase. One of the best sources of inspiration when it comes to creating a palette is nature itself, whose colors naturally draw people's attention. SFD offers its own development of color palettes for the design of winter shop windows.

Natural colors in winter are habitually muted tones. Snow falling on the ground minimizes visual clutter, creating an almost monotonous canvas. It acts like a white mist, throwing a translucent veil over all colors, thereby dampening their brightness. The winter palette is formed preferably by cold tones - purple dominates instead of blue, frosty scarlet instead of red.

Winter shades should not be monotonous. By sprinkling the muted colors of the palette with bright accents, you can make a more interesting design.

50 shades of grey

Remember the metal grate or fence covered in snow? In this picture, not one shade of gray - but dozens! The combination of various cool shades makes up a calm color palette that will serve as an excellent backdrop for any decor. According to SFD designers, this color scheme can be used to create minimalist designs.

frosty berry

Image of a red berry covered thin layer brittle ice is a very seasonal picture. Here we are working on contrast: pure white color is in perfect harmony with bright red.

Winter evening

The soft purples and soft pinks of the sunset sky, combined with the dark silhouettes of mountains and trees, give rise to a very calm color palette. Unlike summer, when the sky appears bright orange at sunset, in winter, twilight colors the horizon in shades of blue - from blue to gray-violet. This palette is very feminine and perfect for young girls' stores.

cold sunsets

Tinted with soft pinks coming from the setting sun, the winter sky "produces" soft browns. This palette consists of soft pastels that are suitable for projects that require a subdued background.

Flowers in the snow

Apple blossoms or cherry buds caught off guard by a belated spring snow is a picture from the future that can inspire the present day. In this palette - incredibly gentle tones - from light gray to coral scarlet.

sparkling snow

In the rays of the dawn sun, the snow shimmers with thousands of shades of gold - from delicate almost lemon to rich yellow-sand. A palette that is strongly associated with the holiday.

snowy road

The winter road, with a series of trees frozen along the roadside, draws a calm and familiar palette to the eye - from asphalt gray to transparent blue. These colors are considered very pleasant and non-irritating to the eyes. The perfect palette for the simplest and most complex Christmas designs.

Hoarfrost and Thistle

Fluffy caps of snow atop fluffy bolls of a hardy plant... This near-monochrome color palette is perfect for a minimalist design. Such color schemes often form the basis of the entire concept of the store and the company's brand.

Tire tracks in the snow

The deep tread on the snow, the blue horizon and the spiky fir trees in the future give rise to a color contrast that is not pronounced, but rather soft. A winter palette that will help you create a real, fabulous showcase.

THE WORK OF THE MASTER IS AFRAID

Christmas window dressing tips

Leading Russian merchandisers told Shoes Report which New Year's showcases are worthy of emulation, and which ones should be forgotten like a nightmare.

Questions for the experts:

The New Year holidays coincide with the sales season, how to design a shop window so that it is festive and commercial at the same time?
Give an example of the most successful, in your opinion, design. What attracted you to this showcase?
What mistakes are most often made when decorating New Year's windows?
What's trending in holiday decor today? What materials?
Is there a difference in the design of the windows of a street store and a point in a shopping center?
Can a New Year's showcase be budget-friendly?

- Chief Editor information project"VITRINISTIKA.RU", consultant in the field of visual merchandising, specializing in window dressing and decorating the interior of stores.

The most interesting are the plot showcases, in which there is some kind of story. The plot (showcase theme) can be anything: “vacation”, some kind of “fairy tale”, “party”, “winter sports”, etc. Appropriate images are selected for the theme - associations, which are then embodied in the window by showcase decorators. When developing a design, you can schedule the appearance of information blocks in the storefront, informing about the sale, for example. The task of the designer is to properly arrange all the material in terms of composition.
Lately, I liked the TOD’s display case the most among the shoe stores. First of all, color works in it, it attracts attention. Further, the form is already catchy - understandable and at the same time very original in view of its understatement. The showcase is great!
The most common mistake is the desire of store owners to show as brightly and on a large scale as possible that there is some kind of promotion in their store. Of course, we all tend to pay attention to "profitable" offers, but less and less we believe them. In this sense, it is much more effective to attract the attention of passers-by not with banners in the half of the showcase “-50%”, but with an interesting design of the showcase from the point of view of design.
The use of paper in window dressing is incredibly popular these days.
It depends on what to call budget. If the owner of a store with a showcase with a glazing area of 5-6 square meters expects to spend 5 thousand rubles on decoration, as they say, God help him! You have to pay for the design. Especially for a good and efficient one.
There is a definite difference. Firstly, from the point of view of the flow, who the shop window is designed for: in the shopping center it is always “passers-by”, in street retail it is very often “motorists”. Secondly, from the point of view of lighting: street windows should be brighter so that they can be seen during the day, you can’t get anywhere from daylight.

- Founder and CEO of VMC-Retail agency, visual merchandising, window dressing and store design consultant.
www.vmcretail.com

Not all brands skillfully combine sale and New Year. But there is successful projects. For example, a couple of years ago, one of the well-known fashion retailers played with the style of the 20s in the plot of a festive showcase: mannequins in evening dresses, golden New Year's balls, and in the center of the composition there is a spectacular expensive baguette, in which a pos-poster announcing the discount is inscribed. . Everything turned out surprisingly harmoniously - and the mood of the holiday was conveyed, and important information about the discount was reported.
I remember an interesting and not the most expensive project in execution: the showcase was decorated with tear-off calendars, they were distributed over the entire area of the showcase. And each reported certain information - the size of the discount, congratulations on the new year. Shoes were placed in the center. Let me remind you that the goods in the New Year's window must be mandatory. It is best to assemble a composition not only from shoe models, but also from accessories, thus demonstrating the entire range of your store.
Recently, interesting design solutions have been offered by Ekonika stores, and the Mascotte mesh is also being tightened. If we talk about global retail, the most striking example of a perfectly played New Year theme can be Moschino showcases, when the mannequins wore dresses, the skirt of which was made of Christmas tree branches.
The most unfortunate idea is to put an ordinary plastic Christmas tree in the window or “tighten” the entire window with ordinary cheap light garlands! Unfortunately, every year such showcases in holidays there is a great multitude. And it often happens that a retailer forgets to take off summer posters in the process of window dressing! And against the background of images, with the image of models in summer dresses and shorts, the same plastic Christmas tree appears.
In past seasons, there was a lot of color: some retailers designed window displays, maintaining the entire decor in a single shade - purple, yellow. Merchandisers used an incredible amount of floral and animalistic elements. Analyzing the trends of past seasons, we can predict the future: when decorating shop windows, animal figurines will be used in large quantities, especially the symbol of 2015 - sheep. Just like last year, when retailers exploited the image of a horse. It is important to skillfully beat this rather hackneyed technique.
In recent years, original lighting has been used more in window dressing. There are more voluminous figures and fewer ordinary arakal stickers.
Such a popular trend in Europe as kinetics is still used ineptly in our country. Real masters - units. Among them is the St. Petersburg designer Igor Kulimov.
New Year's showcase is the most expensive, the largest budget is allocated for its design. It is difficult to do it completely without investment.
Undoubtedly. From the point of view of perception: a street showcase should attract the attention of not only passers-by, but also motorists. It should be brighter.

- founder and head of the VM Guru agency, one of the leading expert practitioners of the Russian fashion market in commercial visual merchandising (VM) and store design, author of VM training programs, business coach.

The sale of most brands is multi-phase: there is an initial phase, an active one and a final one. The presentation in the windows of the seasonal collection (in this case, the New Year's collection) may coincide with the initial phase of sales. In this case, it is very important that information messages in one showcase do not mix. If the store has two or more showcases, then one, not a priority showcase, is given for sale. So that the New Year's emotional showcase does not contain a huge sticker announcing the sale and introducing disharmony into the overall concept of the showcase. This confuses the buyer and, accordingly, devalues your seasonal item. During the period of active sales, you can announce discounts at the entrance, and not in the store window - it will be visible and at the same time you will not “kill” your New Year's window. If there is only one showcase at the store and it is decided to inform customers about the sale and at the same time keep the New Year's design, you need to report the maximum discount on one pos-material, and not “litter” the entire showcase with stickers “-20%”, “-30%” and etc.
Impressive, as a rule, emotional showcases. In order for a merchandising specialist to retain information about the concept of a particular last year's showcase, it must certainly be executed in an emotional way. Its task is not to sell a product, but to crash into the subconscious, to stand out from competitors. These are, as a rule, showcases of the luxury segment - brands Hermes, Louis Vuitton. They rely on image, not sales. It is more difficult to remember the festive showcases of mass-market brands. As you know, there are 2 types of commercial showcases: emotional and product-emotional. The latter are aimed specifically at sales. They, of course, also have the task of expressing the brand's DNA, rebuilding themselves from a competitor, but not everyone successfully copes with them.
It is difficult to generalize the problems, it is necessary to analyze the errors of each individual project. But in general, I can note that shoe showcases are much weaker than showcases in the clothing segment. Most brands work very poorly with a complimentary product. It is important to understand that complimentary products, and in our case, these are bags and other accessories, when properly displayed, help to sell the main product - shoes. It is very important to work with color, you cannot put black shoes in a shop window, even if they are the lion's share your collection. Weak grouping, poor lighting and lack of concept are the main disadvantages.
There are two enduring trends in New Year's window dressing - these are "surrealism" and "world of fantasy". Within the framework of these concepts, fairy-tale scenes are recreated in the windows of the store, and this works flawlessly: everyone is waiting for a miracle in the new year. And another trend is the use of multifaceted, multidimensional surfaces - these are cut mirrors that create 3D effects. Moreover, this is not even glass, but a special plastic, which is easily deformed, taking the necessary forms. This is a very effective material for a New Year's showcase.
Christmas windows are the most expensive. They allocate from 30 to 40% of the annual budget for showcases. Yes, low budget showcases are possible. Cheap doesn't mean bad. But you need to understand that these are the most important showcases of the year and you need to lay funds for their design.

The turnover of an average retail store in December is about 200% of the sales volume of the previous month. In January, the activity of buyers is somewhat reduced, but, nevertheless, ...

It is impossible to imagine the pre-holiday fuss without the entourage corresponding to the upcoming celebrations. Everywhere they decorate the facades of buildings, windows, doors, transport, and, of course, store owners and designers do not ignore the preparation of shop windows for.

Window dressing is, first of all, a kind of expression of respect for regular and potential customers, creating an appropriate festive mood for them and, as a result, an increase in sales growth. The site team is delighted with some of the design ideas that the designers and store staff brought to life, as well as their work in creating unique New Year and Christmas window displays. Therefore, we decided to introduce our visitors to the collection of the most successful original and unusual holiday showcases.

It should be noted that different stores require a different approach to decor.

Festive decoration of retail premises is an integral part of the New Year's fever. But the use of traditional details, such as a Christmas tree, balls, garlands, is far from all the possible decorative details used.

After all, a decorated showcase in an unconventional, bright and bold way is, first of all, a competent marketing ploy. A move that is necessarily thought out to the smallest detail and depends on the target and specialized trade orientation of the store. A creatively designed showcase is a vital necessity of modern trade.

Large bright sleighs, mannequins in winter clothes, figurines of deer, bears will replace the familiar balls, snowflakes and inexpensive tinsel that has become boring for many years.

Large posters and plotters (posters and stickers) depicting New Year's balls, cheerful children, complemented by 3D compositions and unusual combinations and bold decisions of using monogram decorative elements look beautiful and unique. The peculiarity of the store, especially in the evening, is emphasized by flashing garlands and artificial lighting.

When compiling a list of materials used, it is necessary to adhere to the rule of the "golden mean" - the perfect combination of chic and conciseness, to avoid pretentious design. The minimum amount of text and the maximum amount of lighting and use of color are encouraged. Such design and preparation of shop windows for the New Year holidays, as well as individual parts of “showcase” compositions in home windows, are not “alien”.

New Year and Christmas holidays are coming soon. Purchasing power at this time grows several times, and with it the competition increases. What should be the New Year's window dressing? In our article, we will talk about the basic rules and look at examples of unique compositions from around the world.

7 rules for New Year's window dressing

The task of the New Year's showcase is to create a mood, control the behavior of passers-by, involve them in a festive atmosphere and push them to commit impulsive buying. There are certain window dressing rules that merchandisers and designers use.

Colors

Traditional colors associated with the New Year and Christmas are often used to decorate shop windows: white, silver, blue, gold, red.

Composition

Don't try to showcase more goods. The main rule when composing a composition is “Better less, but better.”

Focus

The showcase should have a focus - the main point where the eyes of passers-by stop. There can be several such points in the showcase, but no more than 4.

Lighting

Lighting plays important role in the design of any showcase. Use additional lighting elements for festive showcases - spotlights, garlands. Make sure the lighting is well adjusted.

Arrangement of elements

When arranging goods and other elements, it is important to strike a balance. The composition can be symmetrical or asymmetrical, but at the same time properly balanced, without “white spots”.

Object size

If the store is located on a busy street, then large objects or inscriptions will help to interest pedestrians and drivers. You should not get carried away - it is better to attract attention with an interesting design, rather than huge banners with discount messages.

Zoning

Conventionally, the showcase can be divided into 3 zones: the background of the composition, the central part, the foreground - glass. When creating a showcase, pay attention to all areas.

New Year's attributes

The Christmas tree is a traditional New Year's attribute that can be played with in an original way.

Another symbol of the New Year, which is often used when creating compositions, is Father Frost or Santa Claus.

Examples of New Year's shop windows from around the world

Every year from December in showcases of large European stores the real show begins. Showcases become the main weapon for conquering customers.

To attract as many customers as possible, retailers use the most incredible ideas for decoration.

A classic example is the well-known French store Printemps, which became famous all over the world for its compositions.

“From the beginning of the 20th century during new year holidays we attract the maximum number of visitors. We earn 20-25% of annual revenue during this period, so our windows are truly fantastic,” says Pierre Pellarey, CEO of Printemps department store.

The most interesting are the plot showcases that “tell” the story. Fairy-tale themes are presented in the windows of the Moscow Central Department Store.

Dollhouse and sleigh with gifts from the jewelry house Tiffany.

Magic windows of the Amsterdam store De Bijenkorf.

London's Harrods department store and its Christmas Express, each carriage of which presents a different collection of clothing and accessories.

Deer from hair dryers and hares from shoe care products in the creative windows of the John Lewis store.

A snowy fairy tale in the windows of the Bergdorf & Goodman store in New York.

New Year's window dressing is a whole science, with the help of which you can not only attract people's attention, evoke emotions and increase sales, but also create an atmosphere of fairy tale and magic.

The windows of Minsk also dressed up for the New Year. The largest stores are, of course, GUM, TSUM, Trading house on Nemiga.

As it turned out, in Minsk department stores there is a position of a full-time designer who is engaged in window dressing and the interiors of the stores themselves. It is not customary to turn to designers, for example, those who periodically participate in Minsk fashion shows, stores can handle it on their own. And, unfortunately, this year it turned out not very bright - Christmas trees, garlands, snowflakes and snowmen. There are not so many solid, decorated in the same style, original showcases.

GUM. State department store. The GUM entrance was decorated in a very traditional way - Christmas trees on the sides. As always. But that doesn't make it any less beautiful. Tradition is always good. The side showcases pleased with snowmen and gift boxes, but the main showcases… GUM was very interesting in October, having made a kind of tour of the eras and for its anniversary, but unfortunately, by winter, it did not change the eras to something more wintery, but just added hats, scarves and Christmas trees.

Christmas showcases - a glass fairy tale

The trading house on Nemiga was decorated with white Christmas trees.

And below are the windows of several clothing stores along M. Tank Street. The most interesting are showcases with flashlights. There really is some purpose here. And yes, the headlights are amazing.

And in the end, a very nice showcase of one of the Minsk cafes. It's definitely a Christmas card.

So the magical time has come when walking you can see beautiful and fabulous shop windows full of original decorations and bright illuminations. Colleagues from the publication Timeout.ru have collected for you the TOP 12 most beautiful shop windows in Moscow, which not only attract, but simply make you stop and look at all the New Year's details. So let's get started!

1. TSUM showcase decoration in the style of a fairy tale

The older we get, the less we believe in miracles! But it was not there! TSUM showcases are designed exactly in the style New Year's fairy tale that beckons and bewitches. Here you can find the sleeping beauty, and the Frog Princess waiting for the prince, and the mermaids, who are located on golden chains. Fairy-tale heroes dressed in chic evening gowns from famous designers as if from the 19th century.

2. Tiffany & Co showcases in GUM in the style of the Tiffany Theater

New Year's showcases are made in a combination of shades "gives" and white, which makes New Year's showcases of special tenderness and New Year's mood. In the shop windows themselves, it seems as if a real theater is located with its small performances. Such mini-theaters are framed with natural spruce branches, which are powdered with snow. On the “stage”, that is, in the window, you can see fabulous deer and wolves, a fireplace with gifts and even a sleigh with the desired blue boxes.

3. Bosco (Prive) and windows in the style of a winter forest

The stylish showcase of the personal service salon immerses us in winter forest, who on a polar bear are girls enclosed in a ball of glass and constantly swirling fluffy snow. The fairy-tale bear is skillfully disguised as a wooden deck, and the composition itself is immersed in a snow-covered forest grove.

4. Hermès and bears

All six showcases of the Hermes boutique pleased with their creativity and positive attitude. Here you can watch bears and fish in a variety of situations (who is fishing, and lacy has hibernated). The most interesting thing is that the figurines made of wood and made of sticks were combined with branded goods (purses, shoes, service, belts and watches).

5. Agent Provocateur and ski slopes

The showcase of the boutique is decorated quite frankly, because the mannequins clearly demonstrate what is under the warm mountain. winter clothes, namely fancy underwear and stockings. The girls have golden skis in their hands, and puffy boots on their feet.

6. Chanel showcase in winter garden style

In the window there is a tree with iron rods and white camellia flowers. Under the branches of such a New Year's tree, there are mannequins with clothes from the new Chanel collection.

7.Dolce&Gabbana and family values

Red chairs upholstered in velvet, bright carpets, an openwork tablecloth, vases of flowers, a festive table with fruits and photographs are expensive and stylish, everything that designers like.

8. Louis Vuitton and a glowing target

A luminous target against the background of silvery rhombuses seems to call for the purchase of new handbags, which are displayed as a target. The showcase is very bright and noticeable, which was the designer's idea.

9. Central Children's Store in the style of the traditional New Year

The shop window is decorated in the best traditions of the New Year with children's eyes: rosy-cheeked Santa Claus, gifts, a magic deer, bears and a large number of tin soldiers. The showcase is full of toys of impressive size and bright garlands.

10. Spring and holiday illumination

The shop window features polar bears, snowflakes and multi-colored lamps that constantly change colors. Thanks to this idea, through the window you can observe what is happening inside the store.

11. Christmas holidays at the ski resort from Ralph Lauren

Displayed in the window are mannequins wearing chic 80s-inspired clothing paired with skis and a cowboy hat. It is this attire that designers recommend for the New Year's party.

12. "Traffic" and its snow-white showcase

In the shop window there is artificial snow created from packaging film and multi-colored lanterns. The snow-white design is associated with snow, winter and the approaching New Year!

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