A display window is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop.
The first display windows in shops were installed in the late 18th century in London, where levels of conspicuous consumption were growing rapidly. Retailer Francis Place was one of the first to experiment with this new retailing method at his tailoring establishment in Charing Cross, where he fitted the shop-front with large plate glass windows. Although this was condemned by many, he defended his practice in his memoirs, claiming that he “sold from the window more goods...than paid journeymen’s wages and the expenses of housekeeping”.
Display windows at boutiques usually have dressed-up mannequins in them. Here below is a vintage photo collection that shows display windows in the 1930s.
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| Camera store, 1934 |
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| Chocolate store, 1934 |
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| Embroidery store, 1934 |
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| Floor carpet store, 1934 |
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| Garden store, 1934 |
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| Glove store, 1934 |
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| Men's fashion store, 1934 |
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| P & C store, 1934 |
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| Scandinavian men's fashion store, 1934 |
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| Shoe store, 1934 |
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| Silk store, 1934 |
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| Sports store, 1934 |
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| Textile store, 1934 |
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| Textile store, 1934 |
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| Tie store, 1934 |
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| Tool store, 1934 |
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| Travel store, 1934 |
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| Umbrella store, 1934 |
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| Umbrella store, 1934 |
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| Women's fashion store, 1934 |
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| Women's fashion store, 1934 |
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| Baby store, 1937 |
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| Children's fashion store, 1937 |
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| Children's fashion store, 1937 |
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| Linen store, 1937 |
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| Lingerie store, 1937 |
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| Lingerie store, 1937 |
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| Men's fashion store, 1937 |
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| Men's fashion store, 1937 |
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| Men's shirt store, 1937 |
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| Shoe store, 1937 |
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| Shoe store, 1937 |
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| Sock store, 1937 |
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| Straw hat store, 1937 |
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| Women's fashion store, 1937 |
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