Less or More
p3: Modernism and Post Modernism Display
There are two different types of display windows, either simple or complex. Each display has its own audience based on theories of Modernism and Post Modernism. People who have a modern lifestyle have money and power. Basically, their lifestyle is not for the public at large. In Post Modernism, people find alternative ways of achieving a modern lifestyle. For example, some people cannot afford all the things they want, but they can find some things that are right for them. Based on the philosophy of Modernism and Post Modernism, an Emporio Armani display is a good example of simplicity and Banana Republic shows complexities.
An Armani display is clean and formal. This look reflects the notion that “less is more.” The composition of the display is created by a lot of space between the main mannequins at the center and those to the side of window. This spatial composition helps people to see each item of clothing independently and in detail. Besides mannequins, there is a director’s chair that is carefully arranged off-center in the window. The chair is an accent in this window and makes it an asymmetrical composition that gives us a hint of success. People who wear Emporio Armani want to suggest that they are professionals. Also, that they are educated, smart, sharp and stylish. In other words, they are looking for a modernist lifestyle, or suggesting that they live a modern life.
Unlike Armani, Banana Republic's display is busy and casual. This look expresses the notion that "less is a bore" which comes from Post Modernist thinking. There are hanging T-shirts throughout the entire window that make a big wave pattern beside the mannequins on their right. The hanging T-shirts overlap each other, leaving no space between the clothing, and making the entire display look loose. This layout makes it hard to see individual piece of clothing, instead we see them as a whole.
Based on their windows, the characteristics of Banana Republic are natural,
neutral and practical. People who wear Banana Republic suggest that they are
blenders and the public who do not follow a trend. Basically, Banana Republic's
displays are more complex than Emporio Armani's.
The logic of making a display is to elevate the look of the clothing. Ultimately, it is to sell products to its audience. A display is a first impression of the product that people get when they go out shopping. This is one form of advertising a product. Both Armani and Banana Republic show a unique style and image that is reflected upon the customers who buy them. In this respect, there is a strategy behind the display. A simple layout appeals to people who see themselves as successful professionals because they buy the image of the clothing. A complex layout appeals to the other people who have less money than middle class people. Psychologically, in our society the sign of complexity usually means cheap and approachable. As a result, Armani, which has a particular audience uses the modernist notion “less is more” while Banana Republic, which has a broader audience uses the notion “less is a bore.”