Swim Strategy: Keep It Simple
For beachwear retailer Diane’s Inc., simplicity is not only beautiful, it can help with sales strategy. According to the retailer’s merchandising manager, Janice Prescott, complex window displays often divert attention away from the swimwear and beach clothes sold at Bikini (pictured). Prescott manages the look of the windows at Bikini, Diane’s resortwear store in the Corona del Mar section of Newport Beach, Calif.
Prescott also has to work with the relatively small size of the Bikini window. At about 52 inches, the window requires a delicate touch with display. Putting complex props in the windows—a big tree, for example—would overwhelm the window. Prescott relies on two bikini-wearing mannequins to tell the story. Color is also key for Prescott’s windows. The colors of the displays set the tone for the front of the boutique. If window bikinis are neutral in color, the merchandise at the front of the store will be neutral. —Andrew Asch
