On this part I will introduce you for my thesis. I decided to concentrate on the show windows. The topic of thesis is to design and make a show window. The aim is to create a attractive and visually interesting show window. Also I have my own goal: to advance my own career know-how. Visual merchandising is very important on this work.
Furthermore I planned to do a small research about show window advertising. The meaning of this research is to make clear how will show windows effect for different kind of consumers and what new things we can do that show window advertising will be better.
An employer of my thesis is a lifestyle store Millan Putiikki. This small enterprise has large collection of interior design furnitures and products. It also sells fashion clothes.
The clients of Millan Putiikki are aged 20- 55 women. This enterprise is located in the busy walkway so there are many passer-byes.
2. Preparation
Before I started to make a show window I prepare myself. This is the most important part of making the show window displays.
Meeting
I met an employer at the first time and we talked about my work. I had done a small interview because I have to know more about this enterprise. This information will be necessary. I measured a show window and took some photos.
Mood board
I collected three different kind of mood boards. I chose colors, materials and products. All these products are available on Millan Putiikki. There are three different themes:
1. The colors of autumn (plum, grey, cognac brown, leather, wool, lanterns...)
2. Romantic (rose, light grey, white, wood, lace, candles...)
3. Black & White (classical, black, white, stripes...)
Perspective drawings
I drew three different kind of perspective drawings; the style is the same as the mood boards.
3. Making a show window display
I explained my show window designs for my client. She liked a design where is black and white color theme. Then I started to execute a new show window display.
I used only products which are for sale on Millan Putiikki. I had enough time and because I had planned this very well I only used 2,5 hour to do display.
I want to publish some photos for show window which is done. I hope you will like it.
4. Product list
All of these products you can find on Millan Putiikki.
Textiles:- BOB plastic rug, 70x120, black- vanilla. 90,00 e
- Linum Kiruna pillowcase stripe, 35x70. 29,90 e
- Linum Dream pillowcase, natural white, 50x50. 22,90 e
- Vega pillowcase, natural white, 50x50. 18,90 e
- knitted blanket, white- grey (on the ladder)
Lamps:
- on the table: lampshade, silk, M size, white, 36x21 cm (Tine K). 110 e
- hanging on the ceiling: Residence Lampshade Creme, 30x30 (Riviera Maison). 48,95 e
- Happy Lights Beige/Ivory/White 49 e
Furnitures:
- Driftwood Coffee Table, 60x60. 649 e
- Vancouver Island Coffee Table, 70x70. 419,30 e
- Paramount Chair Lin Flax. 729,00 e
Other:
- Mercy place mat, black 35x50. 12,90 e
- round place mat, jute, diametre 40 cm. 11,00 e
- Design Letters plate, melamine. 10 e
- Design Letters bowl, melamine. 10 e
- Storage Stripes bag. 11,90 e
- MR Plant citrons 4,90 e/piece
- Bamboo bowl, black and white, M size. 11,90 e
- Submarine Clock (on the wall). 249 e
5. Research
This thesis consisted of also research by using a questionnaire. I decided to research has consumer society changed during past few years and what is the most important thing does consumers trust for the show window advertising.
The target group of research was 20- 55 aged women. I picked 30 people randomly for this research.I chose this target group because they are consumers which use a lot of fashion and interior design products. I created a questionnaire as a research material.
Results were very interesting and surprising:
Almost all of consumers told they always watch show windows and don´t do any purchase. For this result I drew that companies don´t use enough time to design their show windows. A show window have to attract consumers. The main reason why consumers don´t make impulse buy is (that) they have not need to products...
There were another very interesting result: show windows haven´t enough information of the products. Consumers would like to see color or material information in the show window. Also price fact have to be better on display.
Show window advertising have bright future. There will be lots of resources applicable. In the future consumers would like to see more attractive show windows which show better information of products.
6. Conclusion
The
aim of thesis was to design and make a show window which is attractive and
suitable for the imago of company. My personal aim was to develop professional
knowledge. I am satisfied to my thesis and so do my client. Everything went
clearly and there weren´t huge problems. Only difficulty was measuring of show
window: there were two different sized places which I wanted to bring together
for one entirety.
During thesis I learnt a lot of new things for visual merchandising and how to do research and collect the results. The successful parts were planning process and making show window display. I used only 2,5 hours to executing show window. I didn´t do it too quickly, I wanted to consider what kind of alternating display would be the best.
The research showed that we can influence (for this research) in the future. And we should because consumers doesn´t make their purchase decision immediately. All of these results have possible to utilize in the future. There would be lots of resources for show window advertising - only thing what have to take notice of is consumer´s needs. That is the main reason why show window advertising need to develop. This is topical advertising way so it has possible to research many times.
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