opening my boutique was a wonderful way to express my creativity. creating the layout and design, choosing and arranging the fixtures, all the merchandising….it was my dream come true. my windows – though fun – were not the most creative. enter Carlo Casareo – then a student at the Academy of Art – who became my Chief Window Designer for many years.
Not only does he do freelance work for local san francisco boutiques – but he has extensive visual merchandising experience for Banana Republic and now works at the Fine Arts Musems of San Francisco.
I’ve asked him to impart his wisdom and ideas – and am honored that he has agreed to be our first Guest Blogger! without further ado – here are his opening comments about creating Windows that Wow!
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GREAT EXPECTATIONS:
The main purpose of any store window is to showcase store merchandise at their very best. Image is everything when it comes to window display strategies; I’m a firm believer of “Visual Display Presentations” that’s why it is very important for store owners to dress their window(s) as it is the front face of their store. Window displays is one of the best ways of promoting/selling your merchandise – not only it’s entertaining but it also encourages shoppers to enter your store, remember: You show in order to sell.
WINDOW FOCUS:
There are many ways of conceptualizing store window display, my main rule of thumb is to know your store’s vision and target customers first and the “image” you would like people to know you as (i.e. clever, young, smart, trendy, sophisticated, fun to be with, and so on).
WINDOW FORMULA:
Store display budget may be set big or small but like Andy Warhol once said “Art is what you can get away with”, if your store budget is small (which is usually the case – and it should be) it is always a good thing to be resourceful and learn how to be creative with the materials you may already have or simply finding/using existing merchandise assortment to convey a story. It’s safe to start with a small budget because it’s also wise to re-use and recycle!
And it’s my duty to guide you with some tips and advice on how to best manage your window formula without punching a hole in your pocket. Window displays should not be complicated – please don’t go plain and simple – but keep your window interesting and presentable.
WINDOW SPARKS:
Brainstorming for window display concepts is done without limititations, just make sure it’s seasonally appropriate and plan accordingly (i.e. Sales, tie-in events such as Valentine’s Day, school prom, holidays, and other store promotions).
I always like to start brainstorming with colors, (trust me – it is the biggest motivation for shopping). My creative sparks mostly come from modern artwork, lifestyles, photographs, floral arrangements, quotable quotes, graffiti, poems, nature, funny jokes, fond memories, and yes, even a trip to the Home Depot store is usually an inspirational force. Sometimes, emotions can be a powerful inspiration, I once did a Valentine’s window based on that “Sex and the City” episode when Carrie Bradshaw saw this pretty pair of shoes inside a window display and instantly gasped and said “Hello Loverrr!”
Conceptualizing is fun! Keep all your ideas in one file as they may come in handy in the future. Again, keep in mind that you’re doing this for your customers/shoppers and my guidance will only serve as a useful tool to learn how to better improve your store window(s), better educate your target customers with the end purpose of making a sale.
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**stay tuned on Friday for a glimpse of Carlo’s magic!
