Husker students craft holiday window display for Sapahn: A blend of visual merchandising and consumer research

14 Dec 2023    

The holiday season is not only a time for festive celebrations but also a crucial period for businesses to capture the hearts of consumers. At the University of Nebraska-Lincoln, a group of students taking a course in the Department of Textiles, Merchandising, and Fashion Design (TMFD) embraced a unique challenge. Under the guidance of Associate Professor Jennifer Johnson Jorgensen, these students in TMFD 413/813 Merchandising III were tasked with creating a captivating holiday window display for Sapahn's brick-and-mortar store.  

Students paired up to create teams, engaging in friendly competition against their peers, all with the exciting prospect of winning the coveted 'grand prize'—the opportunity to showcase their work in Sapahn's storefront windows. This collaborative project blends visual merchandising with consumer research, offering a real-world experience that prepares these new professionals for the dynamic world of retail.

Sapahn is a Lincoln-based fashion accessory brand renowned for its commitment to ethical fashion and sustainable practices. Their focus on craftsmanship, ethical sourcing, and community empowerment has earned them a dedicated following. Sapahn's retail store in Lincoln has become a hub for ethically minded shoppers who seek quality, style, and sustainability in their fashion choices.

One of the distinguishing features of TMFD 413/813 Merchandising III is its emphasis on consumer research. In this project, students conducted thorough research using Q methodology to gain insights into Sapahn's target market, their shopping habits, and their expectations during the holiday season. Students also met with the Sapahn team to learn more about their brand values, products, and sourcing practices. With a deeper understanding of Sapahn's business and customer base, the students used their creative talents to design a holiday window display that resonates with the brand's values and consumer behavior. This is not just about putting up some festive decorations; it's about crafting a visual narrative that communicates Sapahn's ethical commitment and unique fashion offerings.

The window display created by the winning team of students is currently featured in Sapahn's store, located at 4724 Prescott Ave, this holiday season.