The "Inception" Of Window Design

　 　 window display The third step in the AIDCA rule is the "Desire" rule, which represents the consumer's desire for consumption, or the "dream" of dressing. If the purpose of the "Interest" rule is to enable customers to "live in love", then " Desire " The goal of the rule is to make the customer "immersive", that is, to create the illusion of entering the theme of the window, the desire to germinate, and then to enjoy the state of enjoying the brand merchandise.

Trying on goods is the first level of experience desire, and experiencing the life philosophy and lifestyle advocated by the brand is a higher level of experience desire. Since it is based on the desire of the customer's consumption dream, it should be based on the real life of the customer, and higher than the real life, to create a certain romantic distance between the real world and the ideal world, and to stimulate the motivation of the customers to realize their dreams.

Thus, the premise of customer's dream in window making is to be able to define what the customer's dream is and to make it concrete, visualized and branded. " Inception "

(Fig. 1):

ZARA always shows the customer's dream clearly in the window. Customers are mass consumers who are concerned about the international fashion market trend led by the first line brand. They need both international fashion design and civilian commodity prices to satisfy both reality and dream. When customers dress in the same fashion fashion and appear in urban life, with elegant and elegant style and hardware environment, the added value information of product fabric and brand culture is no longer important. The image and occasion of customer's dream are the key elements of "Inception". Through the display of window themes, the "low price and high image added value" effect is one of the secrets of its long sale.

(Fig. 2):

Since the birth of LANVIN's window, it has been like a long drama, full of artistic and realistic atmosphere, and dramatize the life style of people in different times. Today, "crossover" has become a common means of communication. It is not surprising that Apple's IMAC computer appears in the window of LANVIN. A modern girl slanted on the floor, holding a champagne bottle in her right hand, carrying Ipod on her left hand, downloading music, and wearing headphones on her head. Commodity brands of different categories are fashion elements. Customers need to add these elements to their identification system. This is the "dream" state of new human beings seeking self-worth.

(Fig. 3):

WHITE COLLAR shows a beautiful picture of three riding trips in the window of SOLANA in Beijing. The device used for spring chrysanthemum (Chu Ju) props is equipped with an electric motor to demonstrate the process of flower blooming slowly. In the flower stalk of the props, there are circular telescopic motors. There are also linkage devices in the flowers. The stems grow up from the turf, and the buds gradually blossom into flowers. Such a great deal of deductive shop windows, only to the customer's "outing dream" to create a lifelike. I once saw a lot of three similar people in West Lake, Hangzhou, who were sweating with a car. But in the window, scenes from real life are designed to be more comfortable than life.

　　 There is a sense of perfection in human nature. Perfection is a dream of dreams. Fashion is undoubtedly the most practical tool to make this dream materialized - the most beautiful state of everyone. This state needs the interpretation of the window stage, and the window designer is also a dreamer. It is "Dom Cobb" in the "Inception". Sometimes it is "stealing" from the customer's dream, after being processed in the window, sometimes the brand dream is implanted into the customer's "dream".