#5 A Case For Dynamic Window Displays
After my internship I took a stroll through the polar vortex down Broadway in SoHo. Or maybe NoHo? Anyway, I am a complete sucker for a gorgeous window display.Mannequins run the risk of looking tacky, and do not always give the best idea of a store’s collection or theme. Forever 21, Zara, and American Eagle were perfect examples of this (see pictures 1, 2, & 3). Don’t get me wrong, I love Zara and naturally wanted to spend my life savings on everything garment. But what were the managers thinking by dressing the mannequins in black and white? Most of the Zara merchandise consisted of feminine pastels. I don’t get it. The American Eagle display is fun I guess. It reminds me of a bunch of teenagers sitting on the bleachers at a football game or something. And Forever 21’s display is….. well it just is.
But behold the magic and glory of the Kenneth Cole display window (see picture #4). Pretend those giant panels are video loops of the runway show. Just like a fashion show is meant to do, seeing the clothing moving on the models made everything much more attractive and stopped me in my tracks. Plus, I obviously gravitate towards bright lights and pretty colors like every other human. Seeing an entire collection in the display helps you to just… get it. No misinterpretations, no thinking that the store will be full of black and white while a baby pink sundress is waiting on a rack for you. Video displays give you an idea of the (in this case) Kenneth Cole girl, how the clothes look in motion, and what you can expect when walking into the store. I mean come on, it’s 2014. Can we please move past the creepy headless mannequins?