etalage

Etalage is a term used in several European languages to refer to the display window of a retail shop, where goods are arranged to attract customers and promote sales. In Dutch, the word etalage is commonly used for this concept, while in French the equivalent term is etalage or étalage and in English the concept is usually described as a window display or shop window.

Etymology and usage: The word derives from the French étalage, meaning a display or spread of goods. It entered Dutch and other Northern European languages through trade and retail practices, where it denotes the front-facing arrangement of merchandise that is visible to pedestrians and passersby.

Functions and practice: An etalage serves both promotional and informational roles. It highlights new arrivals, seasonal items, or sale promotions and aims to entice people to enter the store. Merchandisers plan displays to convey a theme, color story, or narrative, often using lighting, signage, and props to enhance visual appeal.

Design and management: Effective displays emphasize visibility from the street, clear focal points, and balance between product presentation and accessibility. Techniques include color coordination, tiered shelving, mannequins for apparel, cross-merchandising, and adjusting displays to reflect store branding and current campaigns. Security considerations, maintenance of clean glass, and timely refreshes are integral to ongoing effectiveness.

Historical and cultural note: Window displays became central to urban retail in the 19th and early 20th centuries with the rise of department stores, shaping consumer culture through the practice of window shopping and visual merchandising. Today, etalage remains a foundational concept in merchandising, both in traditional storefronts and in digital or hybrid display strategies.