I wanted to research window displays from a range of shops in Leicester. The different categories were cheap, vintage, highstreet and high end designer.
I chose Poundland as my example for the cheap type of shop, as everything is a pound. The bold and bright colours and basic typography, show that the main aim is to attract customers through the doors for the cheap and cheerful prices.
The products are stacked up by the window as a cheap means of display, with emphasis placed on the pound pricetag. This store is not inside the Highcross shopping centre so the rent is cheaper, therefore maximising profits. The target market is usually disadvantaged families, pensioners or students.
Another example of a cheap shop is The Gift Company, found inside the Highcross shopping centre. This retail outlet uses White Times New Roman Font to contrast sharply with the bright red exterior, which is modelled on georgian shop windows. This attempt at vintage branding gives the customer a false sense of familiarisation and trust. The usual target market is pensioners or families.
Another vintage store is Maynard and Bradley , a bookstore which also sells wall art and posters. The windows are crammed with stock and this cluttered look endears the customers. The old fashioned look is typical of the arcade shops, outside of the Highcross. Usual target market would be students, or adults.
A more commercial high street shop is the Brow Bar. The window stencils is very popular and gives the impression of style and sophistication. The black, pink and white colour pallet is very minimalist. Usual target market would be fashion-conscious teens to young adults.
Another highstreet brand is Burton, a male fashion store. I really like the typography behind the model and stand, this is very eye catching, but understated, reflecting their target market's style. Unlike the cheaper shops, prices are not openly advertised, relying on the products and window displays more to attract their customers through the door. Usual target market would be male students to young adults.
A more high end, designer shop is John Lewis, in the centre of the Highcross. This lavish and impressive entrance is a more sophisticated than a santa's grotto, but its still got that winter wonderland feel. The simple font of the brand is understated but very recognisable. There are no products or prices on show to entice in customers because the name alone is so well known. Usual target market would be more affluent families, couples or elderly.
Another example of high end, designer retail is Swarovski. The sheer glass front and twinkly lighting is very prestigious. I also like the contrast between orange and blue. The built in cabinets and display units are also well lit, giving the branch the wow factor. Target market would usually be more affluent families, husbands or boyfriends.
