The Communication of John Lewis and Liberty's Window on 2013 Christmas
The Communication of Window Displays
Mary Portas, a retail specialist states “the significance of Christmas window is reflected in press coverage of the festive displays, which provide a great opportunity for astute retailers to stimulate public interest in their business and to benefit from some free advertising.” (1999:p100). Moreover, Morgan also pointed out Christmas period is ‘prime selling times’ for retailers, “Large budgets and huge amounts of time are spent preparing these festive extravaganzas”(2008, p.60). According to these statements, the importance of Christmas window for retailers is without doubt. This essay is base on secondary references and will focus upon what are the messages try to deliver behind of Christmas windows between John Lewis and Liberty these historical department stores. They have been selected because both of them are enduring and unshakable retail brands and they are similar on invest astonished amount of budget in trying to bring customers their variable glamorous face season by season. The period is from the end of October to the end of November in 2013.
Hirschman and Holbrook (1982) define the window shopping experience is ”extraordinary,
Mary Portas, a retail specialist states “the significance of Christmas window is reflected in press coverage of the festive displays, which provide a great opportunity for astute retailers to stimulate public interest in their business and to benefit from some free advertising.” (1999:p100). Moreover, Morgan also pointed out Christmas period is ‘prime selling times’ for retailers, “Large budgets and huge amounts of time are spent preparing these festive extravaganzas”(2008, p.60). According to these statements, the importance of Christmas window for retailers is without doubt. This essay is base on secondary references and will focus upon what are the messages try to deliver behind of Christmas windows between John Lewis and Liberty these historical department stores. They have been selected because both of them are enduring and unshakable retail brands and they are similar on invest astonished amount of budget in trying to bring customers their variable glamorous face season by season. The period is from the end of October to the end of November in 2013.
Hirschman and Holbrook (1982) define the window shopping experience is ”extraordinary,
Bibliography: Jasson-‐Boyd.C.V. (2010), Morgan,T.(2008), Visual Oelkers,D.B.(2004)Fashion Portas,M.(1999),Windows:The Art Tungate,M.(2008,2nd)Fashion Brands:Branding Wang.W.(1997), The