Chicago

Product or fantasy? The never ending struggle retailers face when planning holiday windows. Chicago’s Golden Mile shopping district did a great job of demonstrating why fantasy prevails. Despite freezing temperatures the crowds were gathered to see newly unveiled holiday windows; all generations seemed to be drawn into the magic. Arguments abound as to whether to be practical and show product, or go all out fantasy when planning holiday windows. Neiman Marcus did a great job in incorporating both fashion and fantasy with their windows while still drawing the holiday crowds. My assumption would be that they were vendor cooped. Each window was dedicated to one designer and decked out in full grand evening pieces. The result was spectacular. Based on the size of the crowds and the expressions on faces I’d say fantasy was the clear winner along The Golden Mile.

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