Tendence offers trade visitors valuable tips at "Window Dressing Live. Before Christmas"

Tendence, the international consumer goods fair in Frankfurt from 30 August to 2 September 2014, will once again be distinguished by a broad spectrum of new products for the busy autumn, winter and Christmas season. Visual-merchandising expert Karin Wahl with concepts and storytelling for shop windows and interiors.

As the days become noticeably shorter, shop windows and product presentations begin to appear in seasonal splendour. For retailers, this is the time to optimise the pre-Christmas decorations of previous years. “The shop window is a key factor when it comes to making initial contacts to potential customers. The individuality of bricks-and-mortar shops is one of the main advantages over the online trade. And it is important to take advantage of this. Therefore, we aim to generate creative and profitable impulses for Tendence visitors with our special window-dressing presentation”, says Yvonne Engelmann, Director Giving of Tendence. The Management Report on the importance of shop windows for the retail trade published on the occasion of last year's Tendence showed that window dressing is a tool with a high degree of leverage. In other words, a big effect can be achieved with a relatively small effort. Visual-merchandising expert Karin Wahl confirms this saying, “Sometimes, only small changes are necessary to have a big impact and make the shop window or in-shop display more attractive.”

As in previous years, Karin Wahl will once again offer useful tips and clever ideas for shop windows at the coming Tendence. Additionally, she will show how concepts for the shop window can be transferred to the interior. This year, her theme is ‘Before Christmas’.

“The point when shop windows are dressed for the Christmas season is shifting forward from year to year. For retailers, it is not easy to hold customers’ attention over such a long period. Therefore, I want to use my presentation at Tendence to show how to create a shop window that attracts attention over several weeks by telling a story and making relatively simple changes”, says Karin Wahl who will stage imaginative product worlds on a large area in Hall 9.2. Her subjects, ‘Interiors & Decoration’, ‘Wining & Dining’, ‘Personal Accessories & Jewellery’ and ‘Gift Articles’ are tailored perfectly to the product spectrum and main visitor interests at Tendence. On all four days of the fair (at 11.00, 13.00 and 15.00 hrs), Karin Wahl will hold 15-minute lectures for visitors on planning and dressing a shop-window display at Christmas. Simultaneous translation into English will be provided.

At last year's Tendence, a number of trade visitors won an exclusive on-site advisory session or store check with Karin Wahl.

Monika Burkhardt, CEO of Kaufhaus Birkenmeier in Frankenthal, says, “The advice given by Ms Wahl was excellent. We were able to put her tips into effect using means already at our disposal. Moreover, she explained her ideas so clearly that we were able to pass them on to the other members of staff without difficulty.”

Julia Ritter of the concept store Desiary from Cologne was delighted with the results of her session with Ms Wahl: “The store check with Ms Wahl was right on cue. The chemistry worked from the very first moment. Her ideas were inspiring and her energy infectious. We have already implemented the first stage and our high-grade designer products, home accessories and gift articles now make an even better impression. We are really looking forward to the final stage in two months.”

Information & images by courtesy of Messe Frankfurt Exhbition GmbH

Images belonging Tendence 2013

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