Visual Merchandising

Bergdorf Goodman

LOOK

  • Here is a New York City Bergdorf Goodman window (Rasmus, 2016), showcased on Fifth Avenue during the 2016 Holiday Season.
  • THEME: Destination Extraordinary

Subtheme: Winter Garden (Silver, 2016).

  • Hues of blue, green, gold, and white are seen.

COMPARE

  • These are both high-end couture designers.
  • David Hosey explains, “This year we were inspired by the drama of nature” when choosing the theme (2016).
  • The merchandise displayed is the white and gold Gucci dress (Rasmus, 2016).
  • Texture is visible in the background and in the gown.

IMPROVE

  • The image of the store creates luxury and fantasy. An entirely fictional scene is brought to life in a beautiful way.
  • Staging the mannequin a little higher may bring more attention to the dress. In a brighter more focal position, the product will be emphasized more.

 

Saks Fifth Avenue

LOOK

  • Here is a New York City Saks Fifth Avenue window display during the 2016 Holiday Season (Silver, 2016).
  • THEME: Land of 1000 Delights
  • Different monochromatic shades of pink are seen in this display.

COMPARE

  • To switch things up, Saks chose to have a bright and fun theme this season (Silver, 2016).
  • In order to celebrate “sugary treats and festive fashion” the company had candy events to help the store portray the same message as its windows (Silver, 2016).
  • The merchandise displayed is a one-of-a-kind custom-made dress by Marchesa (Silver, 2016). Both displays show evening gowns.
  • There is juxtaposition shown with the texture of the dress and the smoothness of the background.

IMPROVE

  • The image of the store captures fantasy and a whimsical nature. Sugary pink backdrops appeal to the kid in all of us.
  • Though the spotlight is directly on the mannequin, adding more lighting to the entire window could bring every detail of this scene to life.

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