Colour application comparison between luxurious and retail brand’s window displays

Attiah, Douha and Lim, Hye-Won (2017) Colour application comparison between luxurious and retail brand’s window displays. In: 13th International Colour Association (AIC) Congress: Color & Health, 16-20 October 2017, ICC Jeju (International Convention Center Jeju), Korea. (In Press)

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Abstract

Window display is a useful tool in visual merchandising and an important method for fashion marketing. Designers spend time thinking, conceptualising, and selecting elements to be shown in the brand's store window display; and nowadays big department stores and global fashion brands hire experienced designers and design teams to create visually attractive stores interiors and window displays. The two main purposes, usually, for displaying products in windows are grabbing attentions as a marketing tool, and showing what the brand offers for the consumer. Luxury fashion brands and luxurious department stores spend time and big amounts of money from the brands’ budgets to arrange visually attractive window displays, international fashion retail brands sometimes does that too. In this study we will look at several design elements in some luxurious fashion brands and retail fashion windows for four brands in UK and Saudi Arabia. Case studies and observations are used as the main research method, and sampling is conducted in three cities for the brands’ 2017S/S seasons, London, Leeds in UK and Jeddah in Saudi Arabia; collecting photographs of each window display is arranged for each brand. Firstly, we will be analysing each window by its own using a guiding summary table, and a focused study into colour will be conducted with comparative colour analysis that will be carried out between the four chosen luxury and retail brands in both countries.

Item Type: Conference or Workshop Item (Paper)
Subjects: W200 Design studies
Divisions: Faculty of Arts, Design and Media > School of Fashion and Textiles
Depositing User: Hye-Won Lim
Date Deposited: 09 Nov 2017 10:40
Last Modified: 09 Nov 2017 10:40
URI: http://www.open-access.bcu.ac.uk/id/eprint/5284

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