Careers in Fashion: Window Dresser
The visual presentation of products is very important in the world of fashion, since –
let’s not fool ourselves – in many cases the products really catch our eye. The window dresser’s work in this regard is essential, not only in promoting the product but also in attracting the attention of potential buyers.
I am a Window Dresser
As the name indicates, a window dresser is one who designs storefront displays, which are, after all, what guide us in our decision of whether or not to go in a particular store. In fashion, the choice of mannequins, their garments and the accompanying decor has to be made very carefully. Window displays are another way to advertise products sold in the store and draw the attention of potential buyers; therefore, the more carefully arranged the window display, the more likely we will be to enter the store.
Thus, the window dresser has to know which clothes to choose. He must pick clothes that are attractive but that always respect the brand’s image and, above all, he must create a story around these pieces. He also has to take into account factors such as lighting and the posture of the mannequins in order to give us just the right impression of a real situation.
Window displays in keeping with the brand
If you pay attention as you walk through a shopping district, you will see that there are many ways to create an attractive window display, with props (or decorations) serving a crucial function. Images, wallpaper, pictures, chairs, tables, carpets, jewelry boxes, lamps...everything works to create the perfect atmosphere.
Though they often have very attractive window displays, the big names in fashion focus more on the product, since the latter is in itself quite eye-catching. If you take a look at window displays of companies that deal in both large and small distribution (Zara, Mango, Hoss Intropia, Uterqüe, etc.), you will see a complete staging. Here the brands play with the seduction created by the window display, the illusion of a similar situation where you would be the protagonist. All of the decoration that accompanies what is really important, the garment, does nothing more than increase the value of something which, on its own, would not have the same value as a luxury garment.
The window dresser is thus a true architect of this drama: he creates a story through the clothes, he sells a brand, and without a doubt, he dazzles us all with his genius.
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