Billy Jackson

My window display uses triple-layered foam board to create depth and structure, with a sheet of acetate acting as the glass to give it a realistic storefront finish. The Selfridges-inspired branding frames two “Fashion Felines” scenes, where styled cats and bold backdrops give high-end visual merchandising. A QR code embedded in the window links directly to Cats Protection donations, turning the display into an interactive, social concept that combines imagery with purpose 🐱🐈

My Idea consists of having 2 shown windows across the front of the shop. These windows will include cats for my international cat day. On the window it will have a QR code that scans to cats.org.uk donation site for walk buyers to scan and donate to the cat’s protection scheme.

This window will show a grey cat as the main focus. The cat is sitting behind a bowl filled with Selfridges jewellery, The cat will have a moving tongue making it look like it’s drinking out of the bowl. The background is a bold leopard print, making the image stand out.

This window will show several cats styled with luxury jewellery in a luxury room. The main grey cat is sitting on a sofa and is wearing jewellery. Other cats are placed around the space with accessories and props. All the furniture in the window will be real Selfridges furniture, linking the display directly to the store’s interior and branding

For my windows i wanted to take inspiration from one of my favourite albums “Starfucker” by Slayyyter. I love the purple shades, retro, Sci-Fi 70s vibes. i would love to take some tones and inspiration for this album cover to create a window display room. Maybe adding some leopard print to boost up the trend that is yet to come.

I wanted to get a bit of an understanding of visual merchandising behind the scenes. Working in retail myself i asked one of the Visual Merchandising team if they ask a few questions for me. This would help me understand how they work and how they feel.

Here i have asked Sophie Bailey - Visual Merchandiser for Inditex some questions that i thought would help me, write me report and also use their knowledge to create a window display.

Me: What is your role as a Visual Merchandiser?

Sophie: As a visual merchandiser you are in charge of creating a set narrative in the store by combining your personal product knowledge, recent trends and the number of units sold per product. Getting to showcase this information using my own creativity is my favourite thing about the role as this is where I see my passion for the fashion industry and product statistics come together.

Me: Are there any pros and cons about being a visual merchandiser for such a big organisation?

Sophie: The pros and cons of being a vm for a major company can fluctuate from day to day. A definitive pro is that feeling of working for a company that values its employees, delegates the right tasks to the right people and appreciates the fashion industry. A definitive con of working for a major company is that sometimes to product popularity overshadows other products which you may prefer to showcase, and that can feel disappointing. However the company's best interests is always the biggest priority which makes this feel less of a con and more of a minor setback.

Me: How does visual merchandising support the brand’s overall goals?

Sophie: Bershka targets a young, fashion-forward audience. Its visual merchandising reflects this through:bright colors, edgy graphics, and bold layouts, trend-focused mannequins and styling, music, lighting, and digital screens. This creates a strong emotional connection with its audience and keeps the brand feeling fresh, cool, and relevant.

Me: How do you decide what products get the most visual emphasis?

Sophie: new arrivals and trend pieces will usually be my top priority as they create excitement and a sense of freshness, they reflect current fashion trends and they encourage repeat visits. As well as this another factor to consider is items that generate more profit per sale. These may be showcased to maximize revenue, push strategic collections and support business targets.

Me: What makes a visual display in store eg. wall successful in your opinion?

Sophie: In my opinion a good display will have a clear story and focal point. One main focus will grab customers attention more than a cluttered mess. This means a clear colour theme, and a simple but bold arrangement. It must represent the brands identity and feel like the brand. The consistency of a brands key focus points maintains consistency of recognition and trust.

Me: What makes a visual display outside the store eg. windows successful in your opinion?

Sophie: In my opinion it must have a strong first impression, stop customers and creates an atmosphere which leads them into the store. Ways of keeping this up would be to keep the windows updated as it keeps the store fresh, reflects latest trends and encourages people to visit consistently.

Me: Where do you usually find inspiration?

last night, I watched this documentary “Secret of Selfridges” it talks about the founder of Selfridges and how he built an empire. It also talks about selfridges opening day. it also explains how Mr Selfridge wanted customers to be treated while in store things that he changed to make customers more comfortable. This was a really good watch not just for my report just for general knowledge. 10/10

I created a questionnaire for people to complete so I could gain an insight into their opinions and experience when shopping at Selfridges.

here is the data i gathered:

Customers Age Range:

83.3% are 18-24

8.3% are 35-43

8.3% are 44+

What gender are Selfridges Customers?

75% are Female

25% are Male

When thinking of department stores, Customers think of:

🥇Selfridges

🥈Harrods

🥉Tescos

Customers visited Selfridges:

92.3% have been to Selfridges

7.7% have not been to Selfridges

Customers who have shopped at Selfridges:

84.6% have shopped at Selfridges

15.4% have not shopped at Selfridges

Online or In-Store:

92.3% Customers shopped In-Store

7.7% Customers Shopped Online

Is the Selfridges website easy to use:

50% said yes

50% said no

Did customers enjoy their experience in-store:

91.7% said yes

8.3% said no

What made their Selfridges Experience good:

🥇Customer Services

🥈Luxurious Atmosphere

🥉Variety of Products

Would customers shop at Selfridges again:

76.9% of people said yes

23.1% of people said they don’t know

what do customers particularly buy at Selfridges:

🥇Make-Up

🥈Clothes

🥉Perfume

how often do customers visit Selfridges?:

69.2% said occasionally

30.8% said if they have to

What Selfridges do customers visit the most:

🥇Manchester Trafford Centre

🥈Manchester Exchange Square

🥉London Oxford Street

Linked tiktoks to Aritzia Window Display 2026! 🐱

“A compelling window display prompts a second look and a longer gaze from passersby and draws them into the store, enticing them to seek out the product on the shelves, increasing their dwell time in-store. Window displays spark the interest of shoppers. And not necessarily only those who have a purchase interest—but also window shoppers—that breed of retail therapy enthusiasts who take window displays so seriously that they make a special trip to the mall or high street simply to look at the displays without spending a penny!”

Collaboration Concepts:

I want to express my ideas on possible collaborations i have in mind. Collaboration is something i think would be a good thing to do for my window display, it hooks people in because of the media!

Schiaparelli

Schiaparelli would be a powerful collaborator for a Selfridges International Cat Day window display because the Schiaparelli Haute Couture Autumn/Winter 2023–24 turns big cats into couture symbols of power and luxury. The sculptural lion and snow leopard heads transform garments into wearable art.

Collaboration Concepts:

I want to express my ideas on possible collaborations i have in mind. Collaboration is something i think would be a good thing to do for my window display, it hooks people in because of the media!

After doing some research into selfridges past collaborations i seen “Selfridges partnered with Liam Gallagher to create an exclusive collection of clothing and merchandise to coincide with his solo album release and Knebworth shows” i think parenting with musicians that are trendy could be a great idea because A display that includes engaging, specially a curated artist is more likely to draw curiosity. When coming up with an Artist/celebrity to collaborate with for my window, a few came to mind, but one stood out for obvious reasons…

“Doja Cat, is an American rapper, singer, songwriter, and record producer. Regarded as the "Queen of Pop-Rap"”

Her cat-inspired identity is already part of her brand, making the connection feel authentic rather than gimmicky. Culturally, Doja Cat speaks directly to a digitally audience through memes, music and viral moments, giving the window instant social media traction. Visually, her surreal and often futuristic style translates perfectly into a statement window display that would stop bypassers, especially when paired with Selfridges’ reputation for experimental, high-fashion.