Windfall of window shopping

DRIVING THE IMAGINATION Mannequins display new designs and colours Photo: C.V. SUBRAHMANYAM

DRIVING THE IMAGINATION Mannequins display new designs and colours Photo: C.V. SUBRAHMANYAM  

It helps buyers in making a choice even before entering the showroom, writes B. Madhu Gopal

Just as face is index of the mind, so also a proper window display enables prospective buyers to gauge what's inside a showroom. A good number of shoppers walk into emporia, be they of textiles, home appliances or any material that matters, after being lured by the window display.Take a stroll down the commercial areas of Old Town, Jagadamba junction, Dwarakanagar and other areas in the fast developing metro you can see scores of people admiring the products on display.In fact many make their choice even without entering the showrooms. Once they make up their mind, they go in, check the price and quality of the fabric and if it suits their purse and requirements, buyers do not normally give a second thought.This not only saves the precious time of customers but also relieves salespersons of the drudgery of dumping loads of clothes on the table and folding them back again and keeping them in their boxes and covers.Window shopping is all the more useful during festivals like Sankranthi, Ugadi, Dasara, Ramzan and Christmas during which thousands of people go for the big buy. Salespersons often go crazy during these times unable to cope with the mad rush of customers. "My head is reeling. Right from the morning, I am removing the garments from the racks and again arranging them in order. All buyers wish to see the entire range but many a time they end up not liking any of them", a sales woman was overheard telling her colleague at a cloth showroom at TSR Complex.While window shopping saves precious time for both the buyer and the seller, any attempt to deceive the customers by displaying the best products but failing to keep a stock of equally good material can result in negative publicity and affect sales. Customers who are not satisfied with the stock in the showroom go back and tell their friends and relatives of their experience so that the latter are not deceived by the window display.Entrepreneurs have realised the importance of window shopping. Be it clothing, jewellery or home appliance, the best of the lot are displayed to lure potential buyers. When the products that catch the attention of window shoppers are not readily available, the mannequins are `stripped off' and display windows emptied to satisfy the buyers.Window display is an art and there are certain basics that have to be followed to attract buyers. The passers-by have to be considered in developing window designs. For example, small windows and display fail to catch the eye, if the showroom is located on a busy thoroughfare where there is little chance for motorists to park their vehicles and catch a glimpse of the display. Here huge windows, large mannequins and attractive displays covering the entire window are needed.The showroom owners should also be aware of the latest trends in fashion and colour-consciousness. Seasonal variations occur in colour-preferences and the youth always try to stay in tune with the latest fashions."The objective of window display is to make the clothes catch the attention of potential buyers. We had started the trend of single colour display and many other boutiques have followed suit," says Puja's Collections proprietor Vikram Shah. Originally set up opposite PEN School in Dabagardens in 1998, it was re-located on the Vaasthu Inn Lane two years ago."We change the hues according to the event. We display clothes in white and green when patriotic fervour is at its peak around Independence Day. While customers go for traditional dresses like sarees for Pongal at other times churidars and dress material are the most sought after. A good number of shoppers were inquisitive why we had displayed the same colour for the whole family. They liked the new trend and many are even changing their preferences after seeing our clothes on display. Red and black are the most-sought-after colours at present. However, colour preferences also vary depending on variety of the garments and cloth," avers Mr. Shah.The display at Sri Kalanjali Family Shoppe in Seethammadhara is attracting a good number of buyers. "Before coming into the showroom buyers get absorbed in the colourful clothes on display and step in to make their choice. The sales have improved a lot after we introduced window display," says a representative of the showroom. "While we display cottons exclusively for summer, the current trend is fancy material.""One should be able to visualise one's kids and other family members wearing the clothes on display and decide whether they would match them or otherwise. The single colour concept for the whole family is an excellent idea," feels a parent.The attractive displays and mannequins will, no doubt, improve the imaginative skills of the average Indian buyer.

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