The influence of luxury display windows on Gen Z : a study on the display windows of Chanel and Jacquemus

Abstract

Purpose – This research study explores the influence display windows have on Gen Z, done by analyzing display windows from Chanel and Jacquemus. The study also looks into what creates an effective display window, considering elements such as colour, technology, props, themes and mannequins. Methodology – A pre-test survey was first conducted to decide the brands studied. An interview was then conducted to understand which display windows are impactful on Gen Z and why, gathering participants through convenience sampling. The collected data was qualitative and then transcribed and analysed. Results – The impact of display windows on Gen Z was found to be dependent on two factors; the feelings the windows evoked and how easily the window can be understood. The results also reflect how colour, technology, props, themes, and mannequins influence Gen Z. Implications – The findings of the study can be valuable for luxury brands trying to build a relationship with Gen Z in the digital age through display windows. Originality – No research has been conducted on how display window, a traditional form of marketing, influences Gen Z in the luxury fashion sector. It is important to understand how to influence this generation, particularly in this industry as display windows are a way for the brand to create value.