Creative window displays play an essential part in the success of a retail business as they are an effective marketing tool and build a brand's image
There are those who say Hongkongers spend more time in shopping malls than in museums. If there is any truth to that, it may have something to do with the visually exciting window displays that are designed to tempt passers-by. Often, they are inspired by, or aspire to be, art.
According to Lane Crawford's senior visual merchandising manager, Vincent Lee Wing-sang, the theme that appeared in this season's runway shows has been translated directly into their stores.
'This season, it's all about canvas paintings as patterns on clothes,' Mr Lee said. 'It's a key point in this season, so we used that idea and asked some students and my own team to draw some canvases.
'It's effective and arresting, one of the basic reasons why visual merchandising is an essential part of the retail business. It's part of the marketing and builds the brand's image. The point is to make it feel luxurious for the customer and to display the best of the best merchandise that we can offer them.'
Mr Lee leads a team of 25 who work on graphics, production and store operations for the department store, which was named International Retailer of the Year by the National Retail Federation in the United States this year.