H&M

7200 Harrison Avenue, Rockford, IL 61112

H&M always has the biggest windows, and they never use up all of the space. I chose the men's side of the display because I think that men's clothing gets overlooked a lot, and I'm all for the underdogs in fashion.

Despite H&M's blank spaces, they continued to appeal to the masses by using David Beckham in their signage, and also including their GQ involvement along with an advertisement of David Beckham's H&M campaign film that can be found online. The signage also provides a couple of illuminated boxes that inform the customer that all of the outfits on the mannequins were personally selected by David Beckham, thus bringing more attention to the actual outfits. This makes the customer feel like the outfit they choose has been personally approved by David Beckham. It is a great marketing plan.

Looking at the window display, the first thing I see is David Beckham (not complaining), then my eyes wander to the symmetrical mannequins placed on both sides of him. I personally don't think that the display is proportionate to the window dimensions, but their marketing strategy certainly makes up for it.