The art of decorating dry goods windows and interiors

Those who are inexperienced in window decoration will need a few general instructions before attempting to trim in a practical and successful manner. Experience has taught us several things which apply so forcibly to the art of decoration that they may be considered in the nature of rules, and must be studied carefully and thoroughly by the novice.

SUGGESTIONS.

The trouble with most window trimmers and beginners is that they ignore all suggestions offered, from the fact that they are window trimmers, and are supposed to know it all, which is a grave mistake (for no man knows it all). From experience, you will find that by listening to any and all suggestions offered, there will be a time when you will be glad to accept them. If you do not take to the suggestion, pass it up, but in all cases it pays to listen and act accordingly.

SIMPLICITY.

There is nothing more “fetching” in a window than the simple artistic arrangement of a few attractive goods. Simplicity has been urged by almost every writer upon window trimming, yet it is generally disregarded. More err in crowding a window than in displaying insufficient goods.

A good background, throwing out a few articles that are good values or distinct novelties, may be relied upon to arrest the attention of the passing shopper. It is poor policy to display expensive and inexpensive merchandise in the same window, or to exhibit what is called a “mixed” window. A crowded window bewilders the beholder, and while he may admire the general arrangement and wealth of color, no one item will sufficiently attract him to induce him to enter the store, or will impress his mind so far that he will recollect it when occasion arises to purchase. The most successful show windows are those where a few goods are well displayed.

It is bad advertising to display too many lines in one window. The most effective window usually contains but one line of goods. Dress goods never show to advantage when mixed with other articles, and silks and calicos, in the same window, each detract from the other.

Special windows always win more attention, and are more easily trimmed and more quickly changed when they have served their purpose.

DETAIL AND WORKMANSHIP.

I will here say a few words upon the subject of detail work in window trimming. I have always found that anything which was worth doing at all was worth doing well. It may take a little more time and cost a little more money, but you will obtain the desired results in the end, and your window will be the means of increased sales of the goods displayed.

I have had a great deal of experience with window trimmers, and have found that the great majority of them do not pay that strict attention to detail which is so necessary in a perfectly dressed window. They will say, “Oh, that is good enough,” “No one will notice that,” etc., when they detect some omission in the detail of the work. But they are wrong, for a great many of those whose attention is attracted to the display will as quickly note the defect as the skilled window trimmer himself.

One of the greatest troubles the window trimmer has to contend with is the lack of time necessary to do complete and perfect work. The house wants the window changed, and wants it immediately, ignoring the fact that it requires time, both to take out the old and put in the new display, and on that account it is absolutely necessary that a great deal of the work should be done in the workshop before going into the window at all. You may find a picture or model that would make a good subject for a novelty window of certain kinds of goods, and it could be worked out in fine style if only sufficient time were given for detail work, that is, making all of the different parts of the subject in their proper place, and leaving out of the work not the slightest detail necessary to make the finished work identically like the picture or model. This would, necessarily, require considerable time and labor, but when the trimmer gets advanced in the work he will become so interested that he will not be satisfied until he has it complete in detail.

The special efforts of the most successful window trimmers are directed toward the carrying out of the small details, without which there can be no perfect specimen of the window trimmer’s art, and for lack of which so many windows present a crude and unfinished appearance.

The mission of the show window is not to display unsaleable goods, but to sell goods. If you can’t make a pretty picture and sell goods at the same time let the picture go, but make a display that will sell the goods. But don’t forget that if you can make the window attractive enough to arrest the gaze of the passerby your goods are half sold. This may appear to you ambiguous at first, but a little thought will teach you never to lose sight of the fact that goods must be sold, and that an attractive window will help sell them. But a “picture window,” in which the value or utility of the goods is sacrificed to make the picture, is not art, but foolishness.

In the selection of goods for your window two classes are best. First, new goods, of which there is ample stock; for, being new and seasonable, they are in demand and can be sold with profit and the money reinvested. Second, old goods which must be disposed of, probably at a sacrifice, in order that the money tied up in them may be used to better advantage. These last are “bargain” windows and each article must bear its price ticket. Cut the price sufficiently to interest people. Bear in mind that these goods might lie on your shelves years without moving if there was no show window to dispose of them. Properly displayed and properly priced, the show window will sell them like hot cakes, even though they are old enough to have gray whiskers. People dearly love bargains.

Don’t make the mistake of selecting a variety of goods for your display. Confine it to one line as much as possible, and when that is impossible confine it to kindred lines. You don’t need so very many goods if you know how to display them. Some of the best windows I ever saw contained very few goods; but, bear in mind, every piece stood out as distinctly as a wart on a man’s nose. At the same time a well-filled, or “stocky” window, as it is called, frequently is quite as effective as any, and a reputation for carrying a full stock is a desirable thing for any merchant. Unto them that have goods shall be given trade. You can’t sell what you haven’t got.

ROBBING WINDOWS.

Frequently a merchant finds his stock so reduced that the only size, color or style of a certain article remaining is that displayed in his window trim. When you have a call for such an article do not rob your window display, but take the customer’s name and address and agree to send the article C. O. D. when you change your window.

This method has been adopted by all the large stores, and has proven very satisfactory. The effectiveness of your window remains unimpaired, and usually a customer is willing to wait in order to secure the desired article. In rare instances, when there is danger of a good sale being lost, this rule may be abrogated, and the article taken from the display; but if it is understood by your patrons that no goods will be removed from your windows until the trim is changed, they will readily see the advisability of such action, and be willing, in most cases, to wait a reasonable length of time.

WINDOW TRIMMERS’ ROOM.

Every window trimmer should have a fair sized room for the sole purpose of keeping his fixtures, wax figures, a work bench, etc. It should have plenty of light, with one portion set aside for ticket writing; a place with a door to keep out the dust, in which to keep his cardboard, cut in the desired sizes for his use; a place to keep wax figures when they are not in the windows (dust proof stalls, large enough for each figure, are best); a sign in the room to read, “A place for everything and everything in its place.” Keep your room locked and carry the key in your pocket.

A proper outfit or kit of tools is a necessity. For carpenter work, such as building your own framework, you will require cross-cut and rip saws, chisels, screwdrivers, awls and a hammer. Don’t attempt to make very fine joints; it is unnecessary, since the frame will all be covered. But be sure your work is substantial and will not pull apart. In order to preserve your lumber for future use and to obtain strength in your structure, use screws wherever possible, first boring a hole with a small bit, or, if the material is thin, using an awl to make the holes for your screws. In your tool box have partitions for all sizes of screws, nails and tacks, and keep each size separate.

For upholstery work, such as pleating, puffing, draping and covering the frame with cloth, you will need a large pair of shears and an upholsterer’s hammer, which has a long, extended head. Also provide yourself with a small pincushion, 3 or 4 inches square, and put a loop of tape on opposite corners. These loops can be placed over two buttons of your vest, to hold it firmly in place, or you can pin the cushion by the loops to any part of your person. Don’t loan your tools to anyone. Keep them locked up in your tool box. Carry the box into the window with you, for then you have everything at hand you will be likely to need. Keep a supply of screw eyes and hooks, wire and cord in your box, for you will often need them. Tools for electrical work will be explained in the chapter on electrical designs.

THE SCREEN.

Professional window trimmers prefer usually to work during the night or early morning, when they are uninterrupted by either employes, customers or curious groups who delight in watching them from without.

It is, however, often necessary to work during the day, and in this case a screen of muslin or cambric is stretched across the window to insure privacy. This screen is almost a necessity to the merchants in smaller cities, where all work is done in daytime, and may be utilized to good advantage in attracting the curiosity of passers-by.

One merchant we know of has painted across his screen in big, black letters, “Watch This Window!” Another uses the following: “We are Getting Ready to Surprise You.” And still another: “This Window is Dead To-day, but will be Alive To-morrow!” Many texts may be selected, but a sign of some sort upon the window screen is certainly a good advertisement.

OPEN WINDOW TRIMMING.

Many decorators of late have found a distinct advantage in leaving shades up and dispensing with screens. They work in plain view of the crowds that congregate to watch them. This would be embarrassing to the beginner or the modest man, but its advantage lies in being an added attraction for the store. People are often curious to know how a window display is built up and arranged, and enjoy watching the workman. Often the people attracted are the loafers of a town, and those who, having no business of their own, would not be likely to bring business to the store. But in cities where the streets are crowded, the open window may be considered a distinct attraction to the casual observer and the general public.

The last three chapters are preparatory to the real work of decorating, and should be read with care by the student of the art.