As a part of Visual Marketing course in JAMK, we had to design and create a window display for a store. It didn’t matter what kind of products the store sold, but as I am in the fashion class I wanted our store to be a fashion store. This week we created our window display. For the project, we decided to go with Maru Second Hand & Outlet.
Maru is run by three of my seniors in JAMK. Neea Takala, Iiris Nokka and Janita Mikkola study in JAMK’s Team Academy. They took over Maru as a project related to their studies. As the name suggests, Maru sells both second hand and outlet products. They give a second chance for clothes with a story. You can read more about Maru in their website (finnish).
A window display’s role is to give passing by consumers an idea of a store and lure them in for more. It’s a tool of visual marketing. There by, a window display needs to match the image of a store. A window display that gives a misleading image of a store may lure people in, but will also have them making a U-turn at the door.
In order to create a window display that embodied Maru as a store, we researched them online, visited the store and interviewed Neea Takala. Through the interview, we got a deeper understanding of what kind of an image Maru wants to convey of themselves and how they create their window displays. Through analyzing the information given to us, the trends of the season and Maru’s display of the time, we created our concept for our display. This weekend will be mother’s day in Finland, so we decided to have mother’s day as our theme.
Maru has used decorations made out of newspaper in their display. We wanted to continue on with that theme. As our theme was mother’s day, we decided to create roses out of newspaper and book pages. It embodies the image of Maru: we’re giving a second chance for newspapers and disregarded books, as decorations. They’ll be appreciated again in the hands of a new owner. This also fits the trend forecasts of WGSN for the current and up coming seasons.
We kept in mind the spirit of re-using and giving a new purpose in our decorations. We bought glass vases from a flea market, got shoe boxes and covered them in paper pages and dried some branches to create decorations.
We chose the products for the window display based on our theme, current trends and Maru as a store. In our interview, Miss Takala mentioned that they would like to emphasize that they have both outlet and second hand items. They want to give an image of a high class second hand store. They also wanted to advertise the fact that they have items for both women and men. As Maru’s products change constantly, we went to choose the products for the display the day before the installation.
Maru has different types of mannequins available. In order to create a visually dynamic display, we decided to go with mannequins of similar style. This limited the amount of mannequins in the display to 2 female ones. We also tried to add a male mannequin to the display as Maru had expressed the fact that they wanted to advertise their male selection. However, we couldn’t balance the said mannequin to the display. Instead we styled it according to our theme and placed it at the entrance.
As a detail in the display, we added a mother’s day card and gifts on a table. This also created a funcional display setting for the YO ZEN jewellery that Maru has in their selection. We also displayed some of YO ZEN earrings on a mannequin. These choices were based on Maru’s wishes to advertise the said brand.
All in all, I enjoyed creating the display. If I had the chance, I would’ve improved the lighting to make it pop out more. I also would’ve loved to include the male mannequin to the display. The addition of the male mannequin would’ve created a whole different setting and answered to our clients wishes better.