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A theme is the topic of the window presentation.

It should include the color, the props and the relevant merchandise that will make the overall idea come to life. For Example A swimwear theme may include sand, palm trees, beach umbrella & shells.

Schemes suits stores with many windows. A scheme takes on the theme but may be adapted so that each window is different, yet tells the same message. In retail chain stores window themes and schemes will be carried into the store and used in the in-store displays as well (creating focal points & cluster) that is called as Docket in Indian Context.

Print-work such as graphics or signage reflecting the window message is the most effective and economical way of carrying the themes in-store. It is always worth considering where to place the in-store displays to gain maximum exposure; Mannequins or Props can be used to create effect.

More attention is given to flagship stores. The challenge for the visual merchandiser for a chain is to deliver the same message through the smaller stores as well. This can be done by using a common thread, such as a color, a graphic or a prop. All the windows are likely to be different sizes, even within multiple chain stores, so often more than one option of display needs to be designed and produced.

The budget immediately springs to mind. The need to design around specific items of merchandise selected by the retailer. In certain cases (high-street stores/Designers), the merchandise you can use may have already been targeted for the windows, possibly due to its presence in a major advertising campaign.

This will generally be the same for certain sale items that need to be cleared quickly from the store.

In that case, it is always best to start off with a simple yet effective design that will win the support of the retailer. Understanding the products and the perceived image of the store will always be an advantage. It is always expected by VM to present the product well showing or exhibiting the prominent features within the window using props in supporting role.

First understand the theme and then consider what look and message you hope to project to the customer. It is best to start by brainstorming ideas and ascertain what message you expect the customer to perceive from the presentation. Do not forget the style and shape of the product.

The prime source of inspiration for window displays is always the merchandise itself. VM look at each products end use, fabrication, style, and color as they begin to develop display themes. The windows motif is only a supporting device. The store window is such a powerful communication tool that it is crucial that themes speak directly to targeted customers and focus attention on the merchandise.


Products end use, fabrication, style, and color. Current directions in fashion design hem length, fashion silhouettes, popular designers. Popular color palettes- seasonal traditions , designer, or market driven color choices. Recent, current, or upcoming events global, national, or local happenings that involve or influence fashion.


Influential cultural directions- fads, merchandising and lifestyle trends, new books, magazines, recent films , plays, art, architecture, entertainment. Historical perspectives significant anniversaries of events. Retail image decisions unique or signature architectural, decorative, or stylistic elements exclusively characteristic of the retailers image or the stores design

Festivals Diwali , Holi Nostagia 1950s, 1960s, 1970s. New developments in props or decorative items available from the display industry- innovative items like metal shopping bags and crystal clear up-scale ice cubes, unusual-looking mannequins and alternatives.

A theme board comprises of different moods, whereas a mood board comprises of a single mood. Example : Theme is Biscuits & mood is salted biscuits. Theme board will carry different types of biscuits like salted, sweet, sugarfree, wheat etc, whereas mood board will carry only salted biscuits.

It carries the visuals of Target market segmentation with a brief about client lifestyle.

Docket is a document which is prepared by Head Office & forwarded to the stores for implementing the themes or promotions. It provides options for various types of windows, Focal Points & Cluster. It gives detailed information about window planning as to what, where & How it will be executed.


It provides the information about the Printing materials, Visuals, Props to be used & Mannequin Placement in windows. Re-sizing takes place at store level.


Include plan and elevation as discussed in class for more clarity .