
What is Visual Merchandising and Window Dressing?
Learn about the history of window dressing and how it can be used to make a brand stand out. Window shopping is a fusion of lots of different disciplines: art direction, crafts, architecture, sculpture, installation, and, of course, design. They are all strategies which are used to draw potential customers into a shop. It’s how the shop communicates with the consumer. Window shopping is directly linked to visual merchandising – a marketing and design strategy for displaying products and services in a way that is logical and attractive (both inside the shop and in the display windows) to create a great shopping experience and boost sales. Founders and directors of Kiosco Creativo, Carla and Laura, are experts in window dressing. They have created more than 20 window displays for Hermès, Swarovski, and Disney. Here they answer four key questions that will help you to better understand visual merchandising and window dressing: