COMMUNICATION FOR FASHION RETAIL
manufacturer has used, for example a hand made cardigan would be an exorbitant price compared to other cardigans that are made from nylon and cotton. Window displays draw the audience into the store because they encourage their focus on the second characteristic of window displays. They want to attract the customers to the store, because this is the only advertisement they do. Instead of paying a lot of money for printed advertisement they invest this money into the design of the window displays. It is not just a way of presenting the most powerful pieces of their new collection. Their window displays communicate with the customer by telling a story, the story could be about new seasonwear. Maybe as its this time of year there could be a Christmas background with outfits that a customer would want to wear. Some window displays involve menswear, womenswear and childrenswear, a parent could walk by and imagine their family wearing the outfits, this means they don’t just buy themselves an outfit, they also buy their family an outfit along side. Zara focus on the colours,
light and price, they do manage it very well to bring those things together and to get the customer attracted to the store. Armani communicate with their target audience with visual displays as well, however they haven’t recommended it to be the best way of advertising for them. Armani’s Visual Team collaborated with Shop Studios sculptures and artists creating the Armani Exchange Christmas window display. Armani brought sketches and a design concept as a starting point and Shop Studios fabricated and installed the window display. Although, the two shops differ from each other with their target audience they share similar ideas for displays because the stores show simplicity and elegance.
High-end stores have more availability to produce superior items that high street stores cannot afford.