Okonkwo Prelims

Harrod’s. The result is a greater level of creativity and imagination in window
displays among luxury fashion brands, departmental stores and mass fashion
brands. This factor has contributed to increased expectations of consumers
from luxury brands, which therefore need to show greater creativity and
imagination in window displays at all times. For example, there is little differ-
ence between the window displays of the two stores, Harrod’s and H & M,
Knightsbridge, London, shown in Figure 4.7 and 4.8.
Another crucial element of store image projection through merchandizing
is the synergy between a store’s interior and its exterior in terms of display,
design and aesthetics. A store that habitually changes its exterior design motif
should also routinely change the interior to maintain a consistent message. An
example of a luxury store that has maintained interior and exterior design
consistency over its long history is French department store Galeries
Lafayette (Figure 4.9). The store often uses a thematic concept both indoors
and outdoors to enhance its appeal.

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luxury retail design and atmosphere

Figure 4.7 The store

window display of

luxury department

store, Harrod’s,

Knightsbridge, London,

April, 2006

Figure 4.8 The store
window display of
mass fashion brand
H&M at Knightsbridge,
London, April 2006