What: Brands are getting creative in their window displays to capture people's attention and represent the brand image in less literal terms than just showing the products.

Why it is important: The window displays increase customer engagement with the brand as it elevates the experience. This trend of contemporary displays can be seen across brands from entry-level to premium to luxury.

Two brands at the frontier of innovative displays are Jacquemus and JW Anderson who regularly amaze customers with abstract creative displays that bring an experience-oriented dimension to the shopping experience.

According to visual merchandising professors, window displays are used as a powerful communicator rather than just to promote popular merchandise or to shift underperforming products.

Window dressing in 2023? Clothing is strictly optional