When I first read "Confessions of a Window Dresser" by Simon Doonan .... it was because of my very private OCD of window shopping .... that particular disease you develop when you are a shopaholic in denial .... and the only way to satisfy mad shopping urges is to do "window shopping" ... that oh so clever term for "shopping with no intent to buy" heheh :) .... And because of my bouts of window shopping, i naturally got a super education on the role of "window displays" in stores .... that siren call that lures unsuspecting victims to shop when you don't need the shopping !! ..... Simon Doonan is a celebrity window dresser .... to make it simple ... Simon decorates and arranges the displays in the the windows of shops, currently at the New York based clothing store Barneys .... He is most famous for putting a bunch of taxidermed(stuffed)  rats in tuxedos with diamond bracelets as collars for a Saville Row display among other equally shocking creative ways to entice a curious shopper to the proverbial parlour .... a shopper who is "immune to slick big budget advertising" and has the attention span of a fruit fly !! .... This post is not about Simon though .... it is about the powerful Art of Window Dressing ... a 24 hour advertisement for a store even when it is closed ... Every savvy retailer understands the power of a shop window as a means of luring in customers with a curation of their products, style , price and competitor differentiation which are executed by a specialized tribe called the Visual Merchandisers  ... As far back as September 8, 1901, the venerable New York Times said in an article titled "The Art of Window Dressing" ...  "The object of the show window can be made to induce customers to enter the place. To gain that object, we must give people something to see. To make them see, we must give them something attractive - in other words we must hold up the passing pedestrian on the street, and, if he has no desire to buy, we must create in him the desire." ...... And one of the most imaginative in the business of seducing customers to buy is definitely Selfridges, London, .... a high end department store voted the best in the world, stocking all the latest fashion collections, must have toys, gifts and baubles ... Its founders are credited with the phrase "the customer is always right" ... and its flagship store at Oxford Street, London (opened on 15 March, 1909) is famous for its window displays and "consistently attract tourists, designers and fashionistas alike to marvel at the current designs and styling and fashion trends." ... Shima was in London recently and took photographs of their Summer 2013 windows called the Selfridges Seasonal commandments .... read on to see what she saw :)



Selfridges Window, The Seasonal Commandments, Summer 2013



The Seasonal Commandments :


The Seasonal Commandments sees each store window dedicated to one of summer's most talked-about events. Whether you're heading to Royal Ascot or Lovebox, we've written the style rules to steer you in the right direction and created the window displays to match. 
Our Seasonal Commandments are:
- Wear grunge to Bestival
- Wear block brights to Pride
- Wear the perfect powders to Royal Ascot
- Wear white to Glyndenbourne
- Wear geometric prints to Last Night at the Proms
- Wear shiny and sheer to Lovebox
- Wear citrus to Notting Hill Carnival
- Wear florals to The Chelsea Flower Show
- Wear a trouser suit to The City of London Festival
- Wear black and white to Edinburgh Fringe
( Source : www.selfridges.com)

Of course all the above mentioned are famous summer events in Britain .... but it gives you an idea of how they have grouped their collections in their window display, according to the latest summer trends .... Unfortunately in Delhi we donot have a standalone mega store like Selfridges or Harrods in London or the Galeries Lafayette in Paris or Takashimaya in Singapore .... we have more of a Mall culture which is a collection of stores under one roof ... therefore they donot have a distinct creative style signature .... Just imagine if the DLF group were to launch a department store, they would sell more by putting all the shoe brands in one floor, then if a customer has to go visit Aldo, Timberland, Clarke's, Liberty separately .... Anyway, enough of the opinions and on to the Summer Trends of 2013 via Shima's photographs of Selfridges' Window Display !!
We at DSB have chosen the online shopping website Koovs.com for the purpose of shopping for the Summer Trends 2013 (as curated by Selfridges) ... adapted to our Delhi weather and climate .... and before you think otherwise, no, this is not a paid post for Koovs(however much we wish it were ;) .... The images from the Koovs.com website are simply used to illustrate the trends ... with due permission from Koovs.


Grunge

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


Block Brights

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


Perfect Powders

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


White

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


Geometric Prints

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


Shiny and Sheer

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


Citrus

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


Florals

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


Trouser Suits

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013
Selfridges Window, The Seasonal Commandments, Summer 2013


Monochrome

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


London Prints


Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013

Selfridges Window, The Seasonal Commandments, Summer 2013


The Koovs.com Edit : Prices are in Indian Rupees



Koovs Monochrome

Koovs Block Brights

Koovs Citrus

Koovs Floral

Koovs Geometric

Koovs Grunge

Koovs Grunge

Koovs Powder

Koovs Prints

Koovs Sheer and Shiny

Koovs Sheer and Shiny

Koovs Trouser Suit

Koovs Whites



The Tiny Things that makes you go OooooHHHH 


Hope you liked our Edit ..... here are some more beautiful shots of the Selfridges window dressing in detail ... we love the Barbies, Gnomes, Teepees, Bangles and the sign posts used in the displays :)

















The Confessions of a Window Dresser by Simon Doonan, incase you are interested in Visual Merchandising or plain Window Dressing or Advertising, to understand how this Art impacts sales and lures us buyers :)





Until next time folks, till then have a great time peering through those windows :D


Aanchal, Dimpy, Shima.

4 comments:

  1. Well captured & documented, keep it up!

    ReplyDelete
    Replies
    1. Thanks Surinder, appreciate your compliment :)

      Delete
  2. Replies
    1. Thank you Ayantika , we loved your blog too :)

      Delete

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