Women in the windows

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

/r/u/e/debenhams.jpg

Women dressed in lingerie behind a shop window is something you’re more likely to find in the back streets of Soho than on London’s Oxford Street but that’s exactly what you’ll find at Debenhams tomorrow.

The department store is going to be conducting professional bra fitting on living breathing models in the windows of its Oxford Street store in a bid to convince women that’s it’s not an embarrassing thing to do, get them into the store and buying bras.

Apparently, 85% of women wear the wrong size bra and the majority would rather keep on doing so to avoid having to let another woman into the changing room with a measuring tape.

It may not be the most striking or sophisticated way to dress a window but it is disruptive and will stop shoppers in their tracks and bring them into the lingerie department.

In the days I worked for In-Store magazine, how brands used visual merchandising and window displays as a marketing tool was top of the agenda.

Retailers like Selfridges and Agent Provocateur never fail to impress with clever, edgy and sometimes political window displays that do more than just dress up a mannequin in the latest trends. Good window displays look appealing, but the great ones are those that tell a story, push a message and showed the stores wares at the same time.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here