Windows

Selling products of all kinds in the world's most successful, most elegant stores has become increasingly creative, subtle, and sophisticated. And if the eyes are windows to the soul, then a shop's windows reveal the soul of the store. They communicate the store's essence in an unblinking front that remains on view long after the close of the business day. Window displays are the retailer's most economical form of advertising: they bring glamour, fun, theater, and art to the streets, while visibly expressing the store's image and aspiration. Long noted for the verve and originality of her contributions to visual merchandising, Mary Portas brings her personal insights to this selection of the world's best window displays, from Barneys in New York, Marshall Fields in Chicago, and Tiffany in San Francisco to Printemps and Celine in Paris, Harvey Nichols in London, Valentino in Milan, and Wako in Japan. Her examples also include little-known shops with special display qualities all their own. A complete and inspirational guide to the subject, the book examines how to use space and props, the effective use of lighting, the essence of styling, the use of color, the key role of mannequins, the special characteristics of seasonal windows, and how to achieve miracles on tight budgets. As the products available to consumers everywhere become increasingly similar, only retailers with the clearest image and the greatest skills in attracting attention will succeed. For anyone professionally concerned with retailing, design, and visual communication, this book will be an essential resource.