‘Tis the season to go shopping – and, a huge part of brand marketing is windows and retail fascia displays. In London, this season there have been some beautiful windows and Christmas lights and decorations. The history of ‘window display’ merchandising goes back to the turn of the last century, when large department stores used their windows to not only display their goods on offer, but to create displays that projected the store’s ‘artistic’ sensibility and culture. Inspiration for the store windows was taken from the Art Galleries, and exhibitions related to science, industry and agriculture that were popular during the late Victorian era. In many cases, windows were ‘sponsored’ by producers and manufacturers to act as publicity for the companies while also selling products in the store. The leading stores of Paris such as Printemps and La Samaritaine, or of Harrods in London, Marshal Fields in Chicago and Wannamaker’s in Philadelphia were the icons of modern retailing. The master of retailing, Harry Selfridge took the concept of store window displays and retail exhibitions and exclusive ‘launches’ to the level that we now know – and, coined the term ‘the customer is always right’.
Modern Christmas decorations and displays became popular in the 1920’s when displays in Berlin, Amsterdam, Paris and London tried to entice customers of the roaring twenties into their ‘modern emporiums’. Original Christmas decorations were often themed, but not along nativity or ‘Santa themed’ displays – but rather, themes related to products or categories that were new or innovative, or exotic and ‘imported’. It was in the 1940’s and 1950’s in America that the ‘Santa and Sleigh’ laden with presents, lighted Christmas trees and snowmen became the rage and modern electrical lighting was used to create ‘destination’ experiences. These ‘store’ launch experiences were often accompanied by ‘celebrity’ appearances, concerts and parades. It was the US market that developed the ‘shopping season’ into a contest of competitive displays often between key retailer brands and department stores. City councils and Chambers of Commerce used the holiday season to further create shopper ‘events’ and link this to community minded actions in order to draw citizens and customers to the stores, restaurants and businesses of the town centre.
The charitable approach to fundraising, such as the familiar Salvation Army band and bell ringing collections developed in the 20th century alongside these city shopping developments. It was only with the development of the Shopping Mall in the 1970’s and 1980’s in America that city centres began to suffer from declining custom. This only served to heighten and reinforce the importance for large Department Stores and city councils to create Christmas lights, Santa Grottoes and event or parades. Today, when we look at the ‘windows’ and ‘lights’ of Christmas and Holiday displays we are appreciating the convergence between a bit of 20th century merchandising and salesmanship with the role technology has played in creating experiences through light, sound and display to mark our calendar by.
Here are some shots of London this year taken by the most excellent photographer, Jose Berjaga. Overall, I think the ‘story’ of London’s windows in 2014 is that they are more subdued, product oriented and all about the details. Less ‘big idea’ themes and/or creative displays unrelated to the core products. Perhaps, a touch of the austere by shops who have left the more impressive elements of décor to the city council and the lighting displays on streets and in neighbourhoods. Special mention must go to John Lewis who truly made a strong connection via use of Monty the Penguin and the storytelling of their range of goods and associations with ‘home and family’. In Paris this year the Galleries Lafayette ‘monster themed’ Christmas display is worth having a look at, and New York’s major department stores were all left in the shade by Barney’s creation by Baz Lurhmann.
If anyone has seen some great Christmas displays, windows or merchandising to share, please do so at #XmasWindows14. Happy Holidays to one an all!