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Boutique stores shop windows

By Ruth Jacob

Boutiques around the city are making sure they catch the attention of fashion-savy customers. 

An area rich in boutiques is Old Street and Shoreditch. This East London destination includes quirky, fashion strong boutiques all of which use their visual merchandising, to portray a strong fashion-conscious message to their audience.

Their fashion merchandising helps to allure customer after customer inside, where they can delve into fashion pieces that will surely tickle their fancy.

Boutiques however need to maintain their stand in the fashion market, without a head office or dedicated visual merchandising team, they still maintain a strong stand in the market

However, without a visual merchandising team, boutiques have more creative freedom when displaying their merchandise; allowing them to display in their own way. 

Start Women


Ruth_Start Women


Start, a local boutique based on Rivington Street, has used a 'shoeicide' theme for their display, which involves their display models having to resort to different forms of suicide, than being parted from their beloved patent Miu Miu stillettoes, or having to deal with the heartbreaking choice between, Marc Jacobs or Dior heels.

Their window display undoubtedly grabs customer attention and also provides a strong message of the brand and the products that they sell, all of which are high fashion brand labels; included are Miu Miu, Chloe and Marc Jacobs.

Start Men

Ruth_Start Men

The menswear branch of the Start boutique, had a more subtle window display, but used various lighting techniques in-store, from bold neon lights to the soft glow of a chandelier, to sky lights dotted along the ceiling, all of which could clearly be seen from the window.  The lights illuminated the display and attracts customer attention.

Hoxton Boutique

Ruth_Hoxton Boutique

The Hoxton Boutique also used the model display to provide a theme of subtlety; much like the atmosphere in-store.  The models appeared to be in home surroundings, sitting with a friend at the table, while another could be seen standing at a mini bar.

The boutique also used the theme of space to enhance their window display, this could also be seen within the store, along with fresh, white walls and cabinets, which provided a light atmosphere within the store.

The pieces stood out distinctly, many of which were brightly coloured and could also be seen in the window display.

The Three Threads

Ruth_3 Threads

The Three Threads on Charlotte Road has an arty theme infused with a skateboarding theme for their product range.  The boutique's product range is as diverse, as the store is working to become.

The boutique holds various brands, which range from the classic brands to exclusive lines. The window display shows both their clothing and accessories ranges as well as their Carhartt footwear range.

The store has a subtle, enclosed feel but uses its space to portray an arty, streetwear look and feel.





Goodhood, a boutique that caters to menswear and is based on Coronet Street, uses its wall space along with display tables to house their products.

Ranging from quirky T-shirts with bold design motifs to jackets worth hundreds of pounds brands stocked are mostly street and urban labels.

The store layout provides a clear view of their products and with the cross section of their T-shirts, hung on walls near the entrance and accessories hanging from the ceiling creating even more awareness of their products, when you are in-store.

With bright walls the boutique has a spacious, fresh feel and look, but also delivers a raw look.


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