Every successful retailer knows how to draw the attention of their shoppers, and the French are no exception. Known for their stunning window displays, the French have an expression for window shopping called 'leche-vitrine', which literally means 'licking the windows'.

Retail Recruiter for Downtown Highland Park on Chicago’s North Shore, I recently attended a conference in Nashville highlighting some of the globe’s most exciting retail stores and store displays. We discussed the great retailer who changes their window displays on a regular basis, and there was also a conversation about finding ways to capture a shopper’s attention at, above, and below eye-level. Perhaps the most important discussion of all was how retailers can use lighting to make a store look open, even after hours.

AJ DeForest, owner of Pfeifer Studio, has a great eye for design and display and knows a thing or two about drawing the attention of his shoppers. No surprise that he was named one of America’s “smartest design and fashion boutiques” according to Elle Décor magazine, I wanted to share with you his thinking process when it comes to selecting the mix of available product and displaying the store’s merchandise.


Rattan Totes Hanging in our Showroom

When selecting product, what do you think about?

Though it seems simple, I buy what I like and what will sell. I only buy natural materials, no synthetics. I don’t like things that are made to look like something else. For example, a simple rattan and leather tote is better than something more elaborate that is trying too hard. I like to get several items in the shop that make a statement and maybe have a high price tag, but I will also bring in less expensive smaller items so people can still always walk out with something.

Can you please talk about your window displays?

When it comes to window displays, I like to keep them clean and clutter free. I always try to place something in the windows with a wide appeal to draw people in. To catch a shopper’s eye beyond the window display, I add large graphic items at the back of the shop to entice them to come in. Lighting is key, and it’s important to have different levels of lighting throughout the store that are also left on after hours so passersby can ‘shop’ even when we’re not open.

Feeling Blue-dio at Pfeifer Stu-dio

You mentioned your use of grouping products by color…can you elaborate on that?

Keeping your product organized is important for the shopper, and color is a great way to group because people often shop this way. For example, if they have a blue sofa and need a pillow that will work with it, they will know where to look. If a customer has to spend too much time seeking out the right thing, they can easily get frustrated and leave empty-handed.

Kuba Cloth and Goathide Pillows

You talked about the layering factor and keeping things relevant to the location of where a product was created.

Layering is another method I use for displaying product, and an example of this is placing a goat hide pillow with a kuba cloth pillow because goats are common in African villages where the kuba cloths are woven. They are also a nice contrast of materials… the raffia fabric with the goat hide. I also like to have a sense of humor when displaying items. You might find a little stuffed monkey on a vintage school chair, which creates for a setting that’s unexpected.

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Online or at the shop, during or after hours, Pfeifer Studio is a shopping experience you don’t want to miss out on. Located in the Flying Star Plaza in Albuquerque’s North Valley at 4022-E Rio Grande Blvd. NW, you’ll see a bit of whimsy, lot’s of color, a beautiful shop, and of course a well-chosen collection of great product.

Posted By: Angela (loftshoppe@gmail.com)


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