By Amy Meadows
I used to dread bridal displays. After all, how were we going to manage the theme without the same old tried and true props?
Tulle, lace, cakes, and bouquets. Ugh. If you stray too far from what your customers expect to see — or associate with the wedding season in general — it is a turn off. But then, so is the usual vignette. What is a retailer to do?
My tip? Go ahead and use those display materials. Roses, ribbons, lace, and other traditional items work for a reason!
However, change how you use them. Nine times out of 10, the romantic, realistic display (draped fabric, floral blooms) is what the customer expects.
To switch it up, I encourage you to move from romantic/ traditional to a more contemporary or stylistic approach. When designers work with clients, establishing the approach to take should be one of the very first discussion points. It influences and informs the budget and installation planning.
Do not get me wrong — I love a beautiful, artistically styled vignette. When executed properly, it can go from being a merchandise display to your own personal still life. This makes perfect sense since weddings are the very height of romance, and nuptials have become quite lavish over the past several years.
Want a little inspiration? Check out the Pinterest and Instagram accounts of event planners. You will be treated to the latest in seating cards, photo opportunities, centerpieces, and swag.
Another resource is tracking trade show installations. Over the top? Oh, indeed. At that scale, you HAVE to be! Whether or not it is Atlanta Market, NY NOW, or Chicago’s Merchandise Mart, it is go big or go home!
I am assuming everyone reading this can pull together a lovely feature table or set of fixtures. When you are ready to move ahead with a more stylized or graphic setup, the emphasis will be on quantity and repetition.
This means nothing draped or swagged. Instead, we are going for intentional placement — an orderly series of prop items to serve as a backdrop for the featured merchandise, while minimizing distraction.
Does that sound boring? Maybe. Can it improve sales? Yes!
The consumer brain is less and less persistent each day. Distraction levels are at an all-time high, and studies show we will spend less than five seconds looking at a window display or trend area.
That means shoppers have an attention span shorter than a goldfish! If we overload the landscape with so much variety that it requires extended engagement, we lose the customer.
Multiples and Repetition
One idea is to create an overhead canopy with something like ribbons or roses. Hand-tie one end of the ribbons into bows and suspend them overhead at comparable heights.
Normally, I would stress that each bow be the exact same distance from the floor. But in this case, the slight irregularities are meant to complement the irregular folds in bridal gowns for those carrying such items.
And remember this is to be an overhead canopy, not a single row. As always, be intentional and make you are all in with your display idea.
A hint related to this type of display is to mount a metal grid to your window ceiling. Reduce the amount time spent on a ladder by pre-attaching S-hooks to the top of your ribbon. With those in place, it is a simpler hanging project.
PHOTO COURTESY OF AMANDA WOLFSON
Another fitting example of grid use for massing out props in repetition is an overhead canopy of roses. It can be more easily prepped and assembled while working on the floor or table, saving you time (and achy joints) on the ladder!
In traditional bridal speak, there is the checklist of “something old, something new, something borrowed, something blue.” I scored two of those when I borrowed my mom’s blue garter on my wedding day.
I loved seeing this National Bridal Show feature wall with an abundance of blue butterflies! Again, multiples en masse.
The gorgeous flight of the butterflies across the wall leads one’s eyes directly to the gown. And the signage — in the perfect lightweight, whimsical font — reinforces the theme. Bravo!
As always, these suggestions might not work for you, your shop, your brand, or your customers. Only YOU can make that call.
PHOTO COURTESY OF HONEY AND CO. WEDDINGS, VIM AND VENTURE, ALBADAHLIA FLORAL, LEXI CHASE MEDIA, THE LAUREL TEXAS, AND MURPHEY’S
Double the Exposure
I have a final idea for consideration. It is an opportunity to cross-promote complementary businesses in your district. You could include a veil or a pair of slippers on loan from a bridal shop.
Is there a florist who might want to boost visibility or a bakery that wants to advertise in your space? These types of loans and double exposure can go a long way to cementing your role as a community partner and creative retailer!
I was especially smitten with this vintage-themed bridal seating chart. Imagine the cross-promotional opportunities for florists or collectors! Remember to credit the businesses you worked with when you post an image of a display on social media.
I certainly remember being assigned the housewares windows for bridal. I categorically refused to wrap gifts or use flowers, desperately seeking a theme that would make skillets and saucepans sing!
OK, I did relent and use satin ribbon, but that was fine. The real eyecatchers were the vintage bumpers, elegantly accessorized with cookware instead of the traditional “Just Married” tin cans in tow.
We got to use a remarkable collection of nostalgic items and were more than happy to create special signage for the collector and his business. In my opinion, these sorts of collaborations are a win-win. Who can you team up with to create YOUR bridal displays this year?
Have an interesting display to share? Or a question about visual merchandising strategies for your business or your district? Visit www.windowsmatter.com for more information.
