Window Docketing

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    A theme is the topic of the windowpresentation.

    It should include the color, the props andthe relevant merchandise that will makethe overall idea come to life.

    For ExampleA swimwear theme mayinclude sand, palm trees, beachumbrella & shells.

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    Schemes suits stores with many windows.

    A scheme takes on the theme but may

    be adapted so that each window isdifferent, yet tells the same message.

    In retail chain stores window themes andschemes will be carried into the store

    and used in the in-store displays as well(creating focal points & cluster) that iscalled as Docket in Indian Context.

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    Print-work such as graphics or signagereflecting the window message is the

    most effective and economical way ofcarrying the themes in-store.

    It is always worth considering where toplace the in-store displays to gainmaximum exposure; Mannequins orProps can be used to create effect.

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    More attention is given to flagship stores.

    The challenge for the visual merchandiserfor a chain is to deliver the same messagethrough the smaller stores as well.

    This can be done by using a commonthread, such as a color, a graphic or aprop.

    All the windows are likely to be differentsizes, even within multiple chain stores, sooften more than one option of displayneeds to be designed and produced.

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    The budget immediately springs to mind.

    The need to design around specific items

    of merchandise selected by the retailer. In certain cases (high-street

    stores/Designers), the merchandise you

    can use may have already beentargeted for the windows, possibly dueto its presence in a major advertisingcampaign.

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    This will generally be the same for certainsale items that need to be cleared

    quickly from the store.

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    In that case, it is always best to start off with

    a simple yet effective design that will win

    the support of the retailer.

    Understanding the products and the

    perceived image of the store will always be

    an advantage.

    It is always expected by VM to present theproduct well showing or exhibiting the

    prominent features within the window using

    props in supporting role.8

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    First understand the theme and thenconsider what look and message youhope to project to the customer.

    It is best to start by brainstorming ideasand ascertain what message you expectthe customer to perceive from the

    presentation. Do not forget the style and shape of the

    product.

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    The prime source of inspiration for

    window displays is always themerchandise itself.

    VM look at each products end use,fabrication, style, and color as they

    begin to develop display themes. The windows motif is only a supporting

    device.

    The store window is such a powerfulcommunication tool that it is crucial thatthemes speak directly to targetedcustomers and focus attention on themerchandise.

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    Products end use, fabrication, style, andcolor.

    Current directions in fashion designhemlength, fashion silhouettes, populardesigners.

    Popular color palettes- seasonal traditions ,designer, or market driven color choices.

    Recent, current, or upcoming eventsglobal, national, or local happenings thatinvolve or influence fashion.

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    Influential cultural directions- fads,merchandising and lifestyle trends, newbooks, magazines, recent films , plays, art,architecture, entertainment.

    Historical perspectivessignificantanniversaries of events.

    Retail image decisionsunique or

    signature architectural, decorative, orstylistic elements exclusively characteristicof the retailers image or the stores design

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    FestivalsDiwali , Holi

    Nostagia1950s, 1960s, 1970s.

    New developments in props ordecorative items available from thedisplay industry- innovative items like

    metal shopping bags and crystal clearup-scale ice cubes, unusual-lookingmannequins and alternatives.

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    A theme board comprises of differentmoods, whereas a mood board

    comprises of a single mood. Example : Theme is Biscuits & mood is

    salted biscuits. Theme board will carrydifferent types of biscuits like salted,sweet, sugarfree, wheat etc, whereasmood board will carry only saltedbiscuits.

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    It carries the visuals of Target marketsegmentation with a brief about client

    lifestyle.

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    Docket is a document which is preparedby Head Office & forwarded to thestores for implementing the themes or

    promotions. It provides options for various types of

    windows, Focal Points & Cluster.

    It gives detailed information aboutwindow planning as to what, where &How it will be executed.

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    It provides the information about thePrinting materials, Visuals, Props to be

    used & Mannequin Placement inwindows.

    Re-sizing takes place at store level.

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    Include plan and elevation as discussed in class formore clarity .