Importance of lighting

“Good lighting in a store involves more then just simply illuminating space.

Lighting is used to high light merchandise. Sculpt space and capture a mood or feeling that enhances the stores image.

Lighting can be used to down play less attractive features that can not be changed”

---Levy and Weitz (1995)---

Lighting should never be an after thought. The process of planning the lighting should be done at the same time as you plan the window .

Track systems with adjustable lamps allow the merchandiser most flexibility with the advantage to use several lamps. Each lamp performing a different task, for example spot lights highlighting a single item or mannequin, and flood light lamps will light the whole thing.

Effective lighting is a key in the sales merchandising. Helping to create favourable first impression  of the merchandise and  its surroundings.

Good lighting can guide the customer’s eyes to the merchandise that you want. Emphasizing the good qualities of the outfit, helping you to per-sell the merchandise to the customer.

Lighting Tips:

• Use the same colour lights (gels) that are in the same colour family.
• If your lighting a red dress try a pink gell; with a navy dress try light blue
• Strive for a graded area, making it monochromatic
• For a wrap-around effect on the mannequin, using a graded series of flood lights - dark blue, light blue and white.
• Use a warm colour on the face of the mannequin to create a natural effect. Use the same with the upper portion of the mannequin.
• Avoid making the outfit unbecoming by pointing spotlights on the mannequins hips
• Single out a feature on the outfit to give it a nature look.
• Create light and shadow, to give your display  a touch of life.
• Do not use to much light as it can lessen the impact of the window.
• Too much can also show flaws on both the merchandise and the mannequin itself. Try to create an illusion. Windows after all are a theater in suspense.

Styles of lighting:

• Only show the light beams.

If you have fluorescent lights or incandescent bulbs hide the fittings from sight. Either by decals on the window, drapes or by placing a surround in front of them.
Avoid using high intensity discharge lamps (HID) as they produce a shadow.

• Chandeliers

Using Chandeliers shows elegance and luxury. Be sure to use the right style for the display as putting a modem design in a vintage display can look odd.

• Use different colour.

Using different coloured bulbs or gel’s can help create moods as well as effects.
Before picking the colour your best setting up the clothes mannequins, merchandise and props in a small part of your stock room, and lighting the items with colour's that you want, as fabrics and colour are going to look different with a yellow light compered to day light.
Example: If your lighting a red dress try a pink gell; with a navy dress try light blue

• Moden lighting.

Create a contemporary look using, coloured spot lights, LED stirp lights, neon lights and wall lights.

• Alternative lights

LED and CFL
You could even use old theater spot lights and over head lighting