RMG 300 Lecture Notes - Lecture 8: Visual Merchandising, Proscenium, Critical Role

• School: Ryerson University
• Department: Retail Management
• Course: RMG 300
• Professor: David Lewis

Document Summary

Store displays have the potential to create magic. From an animated holiday scene to merchandise inventively displayed in lively vignettes, window displays can entertain, educate, and stimulate demand. Presenting merchandise in the confines of a traditional store display window is a tightly controlled exercise in retail theatrical production. By controlling every element they use (such as lighting, props, colour, texture, scale, mannequins, forms, signing, and theme) visual merchandisers also control communication. Storefronts evolved from block-long banks of enclosed windows into plate glass sheets that allowed shoppers to see directly into the store. Window styles are as varied as the architectural styles of store buildings, e. g. flat, straight front windows: arcade windows, angled windows, corner windows with triangular displays. A fully enclosed display window has a solid back wall, two side walls, and a glass front that faces the street (or indoor mall lease line).