THE COMMUNICATION OF WINDOW DISPLAY
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H&M
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UNIQLO

YAN14434663
CHIH LING, YANG

ABSTRACT

This research presents a comparison of the window displays in two different high-street fashion retail brands. H&M is one of the best-known western fashion retailers, while UNIQLO is a fashion retail brand from Asia which has successfully accessed the western market. This research will focus on these two brands’ different visual merchandise strategies and their window layouts during different periods. The results show how these two fashion brands from different cultural backgrounds convey their message to customers.

INTRODUCTION

The designer creates the product, while visual merchandising gives the product new life. In the sales terminal, window displays not only deliver the brand culture to the customer, but they are also responsible for increasing sales for the company and attracting potential customers. In an aesthetic point of view on display throughout the product content, value and performance, but also presents the brand itself. The purpose of visual merchandising is to promote the store image—to let people know what the store is, where it stands on fashion trends, what one can expect from it, to whom it appeals, its price range, and the caliber of its merchandise and merchandising (Martin M. Pegler 2012, p.3).

Nowadays, the high-street fashion market has become more competitive, and every fashion brand has its own brand identity, so it is important to communicate with customers in an effective way. “Creating a connection with the audience triggers an emotive response, which will encourage them to buy into that brand” (Sarah Bailey and Jonathan Baker 2014, p.4). Consumers usually rely on the visual information which they have captured to make positive or negative judgments, then decide whether to purchase the product or not. For consumers,