Express: Eastland Mall, Bloomington, Illinois
This window might be small, but it's effective. They have a picture, mannequins and signage. Express is asking women viewers, "What's Your Desire?" Which is perfect for Valentine's Day. Their mannequins are dressed in either a shirt or a dress showing off their legs and emphasizing the way they're standing. Express is trying to show their female consumers that if you wear our merchandise, you will feel confident and sexy with the hope to get them in their store to shop. The window is asymmetrical so it is easier to read the verbiage that is in the middle. The verbiage is also at eye level so it is easier for the women viewers too see and read. Express's main goal is to get women viewers in the store so they can find that perfect outfit for Valentine's Day.
As a sales associate for Express, this will be my favorite to comment on! Express effectively utilizes signage, graphics, and mannequins in their window display. The emphasis on "what's your desire" is a great way to have the consumer stop and think they need to pick up something for Valentines! The color scheme is strongly effective and easy to understand for the customer. Placement is used by having the mannequins surround the graphic (clever) so you can purchase the models dress!
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