Turning Heads: Building Retail Window Displays That Sell
HLOs: 
By: Sharmishta Varma, Cosmetic Management student
Ask yourself this, how many times have you walked into a store because of what’s inside the window?
In the world of retail, the power of a captivating window display can be profound. It beckons passersby, drawing them into the store with its visual allure. This principle formed the cornerstone of a significant project undertaken by fourth-semester Cosmetic Management students as part of their Photo Styling course.
The students embarked on a mission to conceptualize, construct, and execute build-up window displays. Using, copywriting, visual merchandising, and project management skills refined within their course, they proposed a display concept with the following essential elements - a product of their choice, a cosmetic visual, risers, props and an information card.
Working in groups of five to eight, the students engaged in brainstorming sessions and blue-sky thinking under the guidance of their instructor, Professor Kimberley Rich. This helped foster an environment of innovation and collaboration, allowing students to network with talent from the Fashion and Photography programs and establish professional relationships.
Once the concepts, budgets, and proposals were approved, the students proceeded to work on their cosmetic visual photoshoots, ad copy for their signs, and sourcing various props and materials for their final displays. This phase demanded keen project management skills, emphasizing the importance of effective planning, communication, and teamwork.
The culmination of their efforts came to fruition during the set-up phase, where students translated their concepts into tangible displays within the studio environment. Despite encountering unforeseen challenges, such as supply shortages, the students demonstrated resourcefulness, creativity, and resilience in bringing their visions to life.
The Learning Experience
Reflecting on the project, fourth-semester student C.J. Cuison shared insights into the valuable learning experience the project provided, "This was a great opportunity to learn what goes into making fashion and cosmetic build-up displays. We had to think creatively, collaborate with students from other programs, and do our best to put into practice what we learned in class. From coming up with ideas, sourcing props, and choosing our product - I learned a lot along the way. I even modelled for our visual, enhancing my poise, confidence, and ability to take direction from our photographer, Inderjeet Singh. I want to thank my team members, especially Marie and Marilen, for their hard work and extra effort. I am proud of the display my team and I created.”
The Cosmetic Management diploma program equips students with the practical and business skills necessary for success. Projects like these serve as vital stepping stones, preparing students for a seamless transition into the industry, where they can apply their expertise with confidence and proficiency.
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