Exclusive windows windows are exclusive when they

Exclusive Windows: Windows are exclusive when they have an absolutely closed backdrop. The
store windows follow the theme and seasonal motif.
Institutional Display: Institutional Display is a kind of display that promotes an idea and not an
item.
Open Windows: Open window do not have any backdrop, and the passing customer can see the
interior of the store through the displays.
Promotional Display: Promotional Display is a kind of display that advances concept, trend
and an item.
Realistic Setting: A realistic setting is essentially the depiction of a room, area, or otherwise
recognisable locale, reinterpreted in the allotted display area, either in the windows or inside
the store.
Window Display: Window display is the fine art of displaying store merchandise in the store
window.
Window Dressing: Putting a window display of merchandise in a store’s window is called
window dressing.
11.8 Review Questions
1. What is window display? What is display window?
2. What is window dressing?
3. Is there any difference, do you observe between window display and display window?
4. “Window display is emerging as the new mantra in retail and is fast changing from a dull,
uninteresting exhibition of wares in the store window to a dynamic form of advertising”.
Elucidate.
5. “Retailers are recognising the importance of window display as the first point of contact
between the store and the customer and a chance to create the most critical first impression
on the customer”. Justify.
6. “Developed countries look at window display as a critical tool of marketing; however, in
India, it is still an emerging concept”. Discuss.
7. What are open windows?
8. What are exclusive windows?
9. Discuss the importance of window display.
10. Discuss the essentials of an effective window display.

LOVELY PROFESSIONAL UNIVERSITY 223
Unit 11: Window Displays
Notes
11. What are the emerging trends in window display?
12. Discuss Window display vis-à-vis Merchandise.
13. What are the different types of setting known to you in window display?
14. Discuss Promotional Display vs Institutional Display.
15. Discuss window display construction in detail.
Answers: Self Assessment
1. Attract 2. Façade
3. Mannequins 4. Decision making
5. True 6. False
7. True 8. False
9. Realistic 10. Fantasy
11. Abstract 12. Imagination
13. True 14. True
15. True 16. True
17. Planning 18. Planning to fail
19. Security 20. Amateurishness
11.9 Further Readings
Books
Barry Berman & Joel R Evans (2006). Retail Management: A Strategic Approach ,
Pearson.
Levy, Michale & Barton A. Weitz (2009). Retailing Management. Tata Mc Graw Hill.
Pradhan Swapana (2009). Retailing Management . Tata Mc Graw Hill.
Swati Bhalla and Anurag S (2010). Visual Merchandising . Tata Mc Graw Hill.
Online links