In the newer window-dressing, these two rules seem to be cardinal principles. To show the seasonable thing, to show it as simply as possible, and to show it so that the eye can examine every detail put into the window, may be taken as the three principles on which modern window-dressing is conducted. In such window-dressing, instead of crowding the windoi the trader aims at a display which represents the prevailing note of the season. For instance, if on the eve of the winter season, one window would be exclusively confined to evening modes. Instead of giving three or four specimen costumes, crowded in with other season's modes, new costumes for afternoon or outdoor wear, together with various specimen coats and furs, the up-to-date window would probably only show three or four very stylish suggestions for evening wear. In addition the window would also display all the detail which would go with each costume, such as wraps, fans, gloves, and, in the case of the big store, hosiery, underwear and slippers. Another window would carry the same principle further. If the season were one of sports, the sporting modes would be gathered in one window. Six or seven costumes would be shown with all the detail and the various impedimenta. Again, one window would represent five or six choice models for outdoor wear, including, perhaps, one or two of the prevailing coats. If the rainy season were anticipated, a window would be used for displaying garments serviceable for wet weather. These illustrations might be extended at great length, but the ruling point is that practically the window is devoted to one show for one subject, instead of mixing costumes for specific purposes with dozens of costumes for totally different purposes. The aim is to collect and illustrate one phase of fashionable wear, and see that that phase is brought up by isolation and not obscured by crowded juxtaposition with a medley of other wear. Whatever the old-fashioned trader, who did as much with his window as he could by placing in it as much as it would hold, may think, there is no doubt that this system of isolation embodies one of the first principles of window-dressing.
Nor should it be forgotten that the simpler the window the more easily it can 1-e, dressed. The old method of packing the window very often meant that it stood from two to four weeks at a time. To •make it up was two or three days' work on behalf of theestaff, and this work was not likely to be undertaken too often. The window which aims at a strict simplicity no;; only produces a more vivid result, but it may be changed oftener without too much labour. For instance, it might be changed twice a week, • certainly once a week, an advantage which cannot be over-estimated in the drapery trade. The old idea of catering for the public was that the seasons were marked by the date on the calendar. Spring goods came in when spring was due by the date, though weeks of wintry weather might follow while the spring show was on. Furs came in with the first touch of autumn, though autumn may have been a continuance of summer. Certain lines of goods were due, and the tradition of the shop was that it had to show them. The simpler window, by being capable of quick adjustment, can more adequately represent the needs of the moment. If spring is late, spring goods can be held back and shown when the weather brings them into demand ; late autumn modes may be given a week or two during favourable weather before they give place to furs, and furs now no longer need be shown until the actual coldness of the weather makes the public interested in them. The advantages of the one subject one window show are,
firstly, concentration on the idea uppermost at the moment ; and secondly, an economy of methods which enables a trader to go in for the strictly seasonable show without great cost.
In such displays great attention is now being paid to the actual fitting of the window itself. In modern window displays the colour scheme of the whole collection of goods is being more and more considered. The older method was to heap goods into the window without taking too much trouble about their general effect; the newer note is to take colours which blend or form effective contrasts, and to place against each model details of dress wear which do precisely the same thing. To secure this isolation of colour schemes the enterprising trader pays particular attention to the background of his windows. Mirrors are used as being non-committal in this respect, but they are a vanishing quantity. Oak fittings are in great demand, as almost any kind of colour will look well against them, if the background is made of simple panelling. Frameworks are being made which can be readily draped with a colour which will make the necessary suitable background. Greater attention is also being paid to incidental fittings, such as stands for costumes and hats, and methods of displaying the details of goods to be associated with any particular costume.
This applies equally well to other trades besides the drapery trade. The same idea has been carried out in connection with the trade of the Here again the season's show is the leading feature, and all goods relating to that particular season have their place in one display. For instance, evening wear would bring out a simple, easily adjusted show of white linen shirts, ties, gloves, waistcoats, hosiery ; a sports window would bring out, according to their seasons, various standard garments used in such sports as cricket, football, tennis, and cycling; while a spring display of outfitting would originate a window which might contain a dozen seasonable shirtings with waistcoats and ties to blend with their colours, and the pre vailing note in gloves, hosiery, and hats. One notably successful outfitter in London, who runs Six or seven branch establishments, and has only a limited window space for each shop, delises a weekly dressing and depends almost entirely upon his display. He has carried the colour scheme to a point which is almost an art in itself. With so many shops he can buy exclusive lines, and not only can he buy exclusive lines, but he can also buy several lines to suit each other."rhus, on looking into his window, a customer finds a shirting which will suit him, and, side by side and choicely arranged, the right tie for it, the right colour of waistcoat, and the right shade of gloves. These window displays always follow these lines and run in turn throughout the series of shops. It is no exaggeration to say that this well-planned window-dressing has not only resulted in creating a demand for these 'special lines, but has also determined the character of the year's wear throughout the trade.