Differences between window-dressing and visual merchandising

In this post, we will explain what are the main differences between window-dressing and visual merchandising. These are two concepts that are closely linked, to the extent that sometimes they can get misinterpreted or mixed, which can lead to making a mistake.

Window dressing is using all possible persuasive and decorative elements harmoniously so that the windows displays catch the interest of the public walking outside and, thus, get them to go inside the store. In other words, everything happens exclusively at the so-called window displays.

Usually, window dressing involves things like mannequins, lighting and/or the font of the visual merchandising, always following a concept or a thread. In general, changes in the window display are closely tied to seasonality (sales, seasons, specific dates such as Valentine’s day...).

In establishments of a certain size, it is also common to find window displays inside the store. So, we could say window dressing is a branch of or can be included within, visual merchandising.

This is a much broader concept since it is not limited exclusively to a window display. Visual merchandising goes a lot deeper since it consists of taking care of the user’s shopping experience by generating an attractive, sensory and emotional environment, getting the most out of the physical space.

To do this, organize and categorize visually the layout of all items in the store with the customer in mind, from the products on the shelf or the painting of the walls to the right lighting for each area or even the signs’ font.

Therefore, you can say window dressing is the most visible part of visual merchandising from outside.

From the window display to the inside of the store, there are many other aspects where a good strategy in this regard is evident:

Lighting: Plays an extremely important role. A sports shop is not the same as a boutique for brides. While the first store can be illuminated in a much more dynamic way, for the second one we will have to create a more intimate environment using a much more subtle or indirect lighting. In addition to that, a change of lighting also helps to highlight products or relevant areas within the store.

Scents: The olfactory aspect starts to have a greater relevance. In recent years, many brands have invested in scents that remain with the user as part of the brand.

Mannequins Selection: there are some people who bet on being neutral, while others prefer to find a specific image with which their customers can better identify themselves. There’s a lot more thought and strategies behind this decision than what people may think.

Signage: all those graphic signs that are used to guide the customer inside the store, from the toilets to the fitting rooms passing through the different sections. These are very important both for their more practical function and for what they represent at a brand level.

As we said, we start from the basis that these concepts work with many common elements. The difference between them is where (inside or outside the store) and with what objective (make people go inside or encourage/stimulate purchases).

In both cases, the aim is to create a consistent and recognizable brand image, so that the user, just by walking in front of our shop or putting a foot inside, is able to feel that he is at a recognizable environment closely linked to your brand values.

Now, having said all this, these two disciplines differ from each other in something fundamental.

While window dressing is aimed to attract traffic to the inside of the store thanks to the way the goods are presented and its value proposition,  visual merchandising is about retaining the user, facilitating their experience and, mostly, favoring that the user returns, because a user who feels comfortable usually comes back.

Window dressing and VM must work in a synergistic manner.

Among them, there must be a very clear coherence. There’s no point in having a window display that generates a lot of attention if when customers go inside the store there no coherence. And, obviously, the same happens the other way around: no matter how careful the interior design is, if it is not projected outwards, it will be hard to let possible customers know.

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