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A display window (most commonly called shop window (British English) or store window (American English)) is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop. Display windows at boutiques usually have dressed-up mannequins in them.

Putting a window display of merchandise in a store’s window is called "window dressing", which is also used to describe the items displayed themselves. As a figure of speech, "window dressing" means something done to make a better impression, and sometimes implies something dishonest or deceptive

Window dressers arrange displays of goods in shop windows or within a shop itself. They may work for design companies contracted to work for clients or for department stores, independent retailers, airport or hotel shops.

Alone or in consultation with product manufacturers or shop managers they artistically design and arrange the displays and may put clothes on mannequins and display the prices on the products.

They may hire joiners and lighting engineers to create displays. When new displays are required they have to dismantle the existing ones and they may have to maintain displays during their lifetime. Some window dressers hold formal display design qualifications.

 

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