At the start of the 2025 purchasing season, CAST is pleased to offer visitors and exhibitors a series of articles on a connecting theme. As an entrepreneur, you understand better than anyone the power of marketing and brand identity. One of the many tools that contribute to a strong brand identity is visual merchandising. It’s not just about what is displayed in the shop window, but how it is presented.

Over the past few weeks, former Schoenenkwartier curator Inge Specht has explored the history of window displays, taking you on a journey past some of the most stunning showcases in world cities like New York, Tokyo, and Paris. In this fourth and final blog on window displays, she examines the role of the window dresser (visual merchandiser) and the stylist.


The art of attraction

A great window display is more than just a collection of products behind glass. It is a visual experience that sparks curiosity and evokes emotions. A well-designed display tells a story, ignites the imagination, and invites people into the store. This is where the window dresser and stylist come in.

A window dresser not only understands the technical aspects such as lighting, composition, and spatial awareness but also knows the needs and desires of the target audience. By making strategic choices in colors, materials, and layout, a display can strike the right chord with passersby.

The stylist adds an extra layer of refinement by focusing on the smallest details—perfectly draping a scarf, carefully placing accessories, or selecting a color palette that sets the right mood. Everything must be in harmony, from the first impression to the finest finishing touches.

Of course, the role of the graphic designer should not go unmentioned. They are responsible for signage, such as sale stickers and graphic prints for background panels.


The psychology behind visual merchandising

Why do some people stop to admire a window display while others walk past without a second glance? This is where psychology comes into play. People are naturally drawn to movement, contrasts, and storytelling. A dynamic display featuring a striking color scheme or an unexpected element can make all the difference.

The psychological effects of a well-designed display on consumer behavior have been studied since the late 1940s. By then, the profession of window dressing had already been practiced in the Netherlands for around four decades, and more literature for professionals was emerging. Significant attention was also given to storefront design (as sleek as possible) and even the ideal placement of the cash register (as far from the entrance as possible).

In the 1948 book Fundamentals of Modern Window Advertising, the author dedicated a chapter to creating associations, capturing attention, the power of suggestion and repetition, and the effects of colors and movement.

These principles remain just as relevant today. Additionally, familiarity plays a crucial role—customers are more likely to be drawn to a display that resonates with their world. This is why it’s essential for window dressers and stylists to stay informed about trends and consumer preferences. What is currently popular? Which seasonal elements can be incorporated? By blending these insights with a creative approach, an irresistible window display is born.


From physical storefronts to digital displays

With the rise of e-commerce, one might assume that the role of window dressers and stylists has diminished. However, this is far from the truth. While physical storefronts remain a powerful tool for evoking emotions and attracting customers, the shift toward online shopping has created new opportunities.

Webshops and social media platforms also rely on visual appeal. Digital displays, in the form of eye-catching product photography, inspiring mood boards, and well-designed online campaigns, are just as crucial as a well-executed shop window. Stylists play an essential role in ensuring that products are presented effectively, both online and offline. When the visual identity is consistent across physical and digital spaces, it strengthens brand recognition and customer connection.


The impact of a well-designed shopping experience

A thoughtfully styled store environment is not only vital for a strong first impression but also for the overall shopping experience. Customers want to feel welcomed and inspired. A well-designed store layout can encourage shoppers to stay longer, increasing the likelihood of a purchase.

Brands that take their physical presentation seriously set themselves apart from the competition. Whether it’s a luxury boutique with a minimalist design or a vibrant concept store full of surprises, the way products are displayed directly influences how customers perceive the brand.


Conclusion

Whether it’s a striking window display, a bustling shopping street, or a well-curated showroom, physical presentation remains essential. In a time when online shopping seems to be the norm, the physical store offers an irreplaceable experience. It is a place where brands can stand out and establish an emotional connection with their audience.

An engaging window display and a carefully designed shopping experience can be the difference between a passerby and a paying customer. That is why the role of the window dresser and stylist should never be underestimated. Their creativity and expertise ensure that stores—both physical and digital—continue to inspire, attract, and ultimately thrive.




About the author:

Inge Specht worked for over 25 years as a curator and museum coordinator at the former Dutch Leather and Shoe Museum, now known as Schoenenkwartier. In mid-2023, she founded the appraisal and consultancy firm Waardevol d’Ing, specializing in historical shoes, bags, and leather goods. She also appraises corporate collections, writes, advises on passive conservation, and restores and sells vintage products.


Source: Clé Lesger. Het winkellandschap van Amsterdam. Stedelijke structuur en winkelbedrijf in de vroegmoderne en moderne tijd 1550-2000. Uitgeverij Verloren, Hilversum. 2013