Is the Art of Window Dressing in Decline?

Shop windows have always been powerful tools for attracting customers, but in an age of online shopping and super-styling on Instagram, it is ironic that many local retailers seem to have lost interest in the art of window dressing. That is a shame as they still matter. Look at Selfridges, Hamleys and Liberty - their bold, creative displays don’t just sell products, they tell stories and turn shopfronts into destinations.

Independent retailers may not have the same budgets, but they can still borrow lessons from these masters:

• Know your audience - consider who you want to attract and what story will resonate with them.

• Think bold and bright - colour, graphics and well-organised layouts catch the eye and highlight key products.

• Keep it fresh - rotate displays for seasons, holidays and local events to keep people coming back.

• Create experiences - interactive elements or Instagrammable moments extend your window beyond the street.

And well-designed shop windows do more than help individual businesses. They contribute to the overall look and feel of a town or city centre. A high street full of vibrant, creative displays makes a location feel welcoming, lively and worth visiting, helping to boost footfall and support the wider local economy.

As a High Streets Task Force Expert, I’ve seen first-hand how reimagining our high streets is vital to competing with online retail. Window dressing is part of that solution - helping to create places where people want to visit, spend time and socialise. Far from being outdated, it remains one of the most effective ways to bring footfall back to our towns and cities.