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What are the best practices for using props and accessories in fashion retail displays?

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Props and accessories are essential elements of fashion retail displays, as they can enhance the appeal, style, and story of the products. However, using them effectively requires careful planning, creativity, and balance. In this article, you will learn some of the best practices for using props and accessories in fashion retail displays, based on visual merchandising and consumer behavior principles.

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1 Choose props and accessories that match your brand identity

Your props and accessories should reflect your brand's personality, values, and target market. For example, if you sell luxury clothing, you might use elegant and sophisticated props and accessories, such as jewelry, candles, or vases. If you sell casual or sporty clothing, you might use fun and colorful props and accessories, such as balls, bikes, or hats. The key is to use props and accessories that complement and reinforce your brand identity, not contradict or confuse it.

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Yan Luo

Director @SamTop | Global manufacturing POP displays, Window Display | VM props solution
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So, there was this one time at work, designing a window display for Estée Lauder, and I got this cool insight. From my experience, making products bigger than life really grabs people's attention. Like, for this project, I blew up the size of Estée Lauder's iconic products - think giant Brown Bottle, lipsticks, and creams - and placed them in eye-catching gift boxes. This move was a game-changer. It sparked curiosity and got people talking. Making these everyday items huge not only turned heads but also drummed up excitement about what Estée Lauder is all about.

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Kristoffer Reiter

I reimagine the way consumers discover and purchase content, goods, and services.
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My advice would be to not be too obvious or predictable. A product on display in a window is simply not enough. It's important to put the product or the mannequins in a context. That way we help feed the customers imagination and aspiration. A story in a window is a form of communication. Not just a display.

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Dan Saunders

Head of Performance Marketing | International Keynote Speaker & Judge | Ecommerce, SEO, PPC & Amazon Consultant
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Create thematic and creative visual merchandising displays by combining props with products. Reflect seasons, holidays, or current fashion trends. Use lighting to accentuate key products or areas.

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2 Use props and accessories to create a theme or a story

One of the main purposes of props and accessories is to create a theme or a story for your fashion retail display, which can attract and engage customers. For example, you might use props and accessories to create a seasonal, festive, or cultural theme, such as Christmas, Halloween, or Chinese New Year. Alternatively, you might use props and accessories to create a narrative or a scenario, such as a beach vacation, a night out, or a workday. The theme or story should be relevant, coherent, and appealing to your customers.

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Yan Luo

Director @SamTop | Global manufacturing POP displays, Window Display | VM props solution
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There was this one project last Christmas at Neiman Marcus. We made these cool, various-sized candy canes covered in PU over foam. Total hit around town. From my experience, mixing up sizes and textures can make a display stand out.

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Kristoffer Reiter

I reimagine the way consumers discover and purchase content, goods, and services.
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For brands, props can be used to reinforce a story or a narrative around a product. They creates a cohesive and recognizable visual language. Well executed displays show the audience how much you believe in this product. This way you create a more immersive and memorable experience for your audience. What's important is that the props have a clear connection to both the brand and the product to be able create this effect.

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3 Balance props and accessories with products and space

While props and accessories can enhance your fashion retail display, they should not overshadow or clutter your products and space. You should balance the quantity, size, color, and placement of your props and accessories with your products and space, so that they create harmony and contrast, not chaos and confusion. For example, you might use props and accessories sparingly, in strategic locations, such as the entrance, the focal point, or the corners. You might also use props and accessories that contrast with your products in color, shape, or texture, to create visual interest and highlight your products.

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Kristoffer Reiter

I reimagine the way consumers discover and purchase content, goods, and services.
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Think of your display window as a theatre stage. There's always negative space surrounding the display. It creates a clear focus on what it is you want to communicate to your audience. One of the most important details in a display is the lighting. You can create beautiful dramatic effects if you do it right. Without lighting incorporated into your design of the display, you loose the audience focus immediately.

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Dan Saunders

Head of Performance Marketing | International Keynote Speaker & Judge | Ecommerce, SEO, PPC & Amazon Consultant
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Present products in an eye-catching, highly visible ways with tables and islands. Use lighting to accentuate key products or areas.

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4 Update props and accessories regularly

Another best practice for using props and accessories in fashion retail displays is to update them regularly, to keep your customers interested and curious. You should change your props and accessories according to the season, the occasion, the trend, or the customer feedback. Updating your props and accessories can also help you showcase different products, styles, and combinations, which can increase your sales and customer loyalty.

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Kristoffer Reiter

I reimagine the way consumers discover and purchase content, goods, and services.
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To every display there's a clear best before date. After that you loose relevance and the newness effect. In my past my team used to build displays in windows as a story with several chapters. Meaning, every week we tweaked or added to the display so it the audience feel that it's constantly changing.

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5 Test and measure the impact of props and accessories

Finally, you should test and measure the impact of your props and accessories on your fashion retail display performance. You should track and analyze metrics such as foot traffic, dwell time, conversion rate, average transaction value, and customer satisfaction. You should also collect and review customer feedback, such as comments, ratings, reviews, or social media posts. By testing and measuring the impact of your props and accessories, you can identify what works and what doesn't, and optimize your fashion retail display accordingly.

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Yan Luo

Director @SamTop | Global manufacturing POP displays, Window Display | VM props solution
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Quick tip from work: We started using heat maps to track customer flow and engagement in our store. It's been a huge help in figuring out what works and what doesn't for our displays.

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Dan Saunders

Head of Performance Marketing | International Keynote Speaker & Judge | Ecommerce, SEO, PPC & Amazon Consultant
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Use lighting to accentuate key products or areas. Engage customers with interactive displays. Encourage impulse purchases with strategically placed checkout displays.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for using props and accessories in fashion retail displays?

1

2

3

4

5

6

1 Choose props and accessories that match your brand identity

2 Use props and accessories to create a theme or a story

3 Balance props and accessories with products and space

4 Update props and accessories regularly

5 Test and measure the impact of props and accessories

6 Here’s what else to consider

Retail Marketing

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What are the best practices for using props and accessories in fashion retail displays?

1

2

3

4

5

6

1 Choose props and accessories that match your brand identity

2 Use props and accessories to create a theme or a story

3 Balance props and accessories with products and space

4 Update props and accessories regularly

5 Test and measure the impact of props and accessories

6 Here’s what else to consider

Retail Marketing

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