Facebook supports female entrepreneurs with “shopper stopper” window initiative

Facebook has joined forces with prominent window designer Petra Storrs to create a number of “shopper-stopper” displays for female-owned small shops across the UK. 

The collaboration with Storrs, who has worked with fashion giants including Hermès and Christian Louboutin, seeks to “stop shoppers in their tracks,” by showcasing each independent retailer’s unique heritage, products and services, at a time that “browsing culture” continues to be hit.

New “high fashion” window displays have been unveiled in I Luv Designer in Bradford, Clootie McToot Dumplings in Perth and Cinnamon Leaf in Tottenham, in a bid to help them “weather the current crisis,” which is reported to be having a disproportionate impact on female-owned businesses.

Featuring bright-coloured fabrics, the window at I Luv Designer (a retailer of original Pakistani designer dresses) in West Yorkshire was inspired by Pakistan’s Shalimar Garden.

Owner Nina Naheed said: “It has been amazing to be a part of this campaign. Being able to use Facebook and Instagram to keep customers updated about the stock we have in the shop - even when they couldn't browse - and place orders for click and collect has been essential to our survival. 

“We hope our window will attract new shoppers to either come in to sample our dresses, or check us out online.”

The tie up follows the release of recent research by Facebook, the OECD and The World Bank which revealed that female-owned businesses were 12% more likely to close as a result of the coronavirus pandemic.

The research also showed that women’s jobs were 1.8 times more vulnerable to the current economic climate, compounded by the fact that a quarter of female business owners (vs 10% male owners) reported that they were spending more than six hours a day on domestic tasks and family care.

Despite this, women are taking the lead when it comes to digital sales; 58% of female-run businesses on Facebook reported 25% or more of their sales were made digitally in the past month, versus 48% of male-owned.

Storrs, who has also published five tips for small businesses on how to make the most of shop windows on a budget, said: “Having spent a number of years working with globally recognised brands on their window displays, it was a privilege to bring to life the shopfronts of these small businesses.  

“We have created a window into the world of possibilities inside each store, showcasing the heart and soul of each business at a time when they need support more than ever.”

Facebook vice president for Europe the Middle East and Africa, Nicola Mendelsohn, added: “COVID-19 has had a huge impact on female owned businesses and we want to celebrate fearless female entrepreneurs across the UK who have persevered, pivoted and adapted to life during lockdown.

“By highlighting the important role female owned businesses play in the local community, the eye-catching window displays we hope will encourage shoppers to stop and consider small businesses in their area.”

“Like Clootie McToot, I Luv Designer and Cinnamon Leaf, millions of small businesses across the UK use Facebook and Instagram to stay connected with customers and reach new ones, which is more important than ever during this uncertain time,” Mendelsohn added.

Storr’s tips for designing amazing windows

Impact: Think about the customers you are trying to entice! What is it about your shop you are most proud of? Use colour, textures and shapes that particularly speak of your uniqueness to the customers.

Work with what you have: Try to work with your window shape, sometimes difficult odd windows lead to unexpected fantastic designs.

Lighting: Make sure to light up your window for these darker autumn evenings especially if you have any overhangs that will cast shadows. Concealed LED strips are an easy addition.

Develop and invest in an easily changeable window system that makes your windows more sustainable, easier and cost effective each time.

Dare to be different: Embrace being an independent shop and go for something truly unique that represents you and your values!