Which department store is credited with creating the first modern window display that transformed visual merchandising in the early 20th century?

Visual merchandising transformed how products are presented to consumers, creating immersive retail experiences that drive sales and brand engagement. This strategic practice combines psychology, design, and marketing to influence purchasing decisions through visual storytelling and spatial arrangements. Test your knowledge about the pioneering innovations that shaped this crucial retail discipline.

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Selfridges (London), where Gordon Selfridge introduced theatrical window displays with electric lighting in 1909
Macy's (New York), where R.H. Macy pioneered animated holiday window displays in 1915
Galeries Lafayette (Paris), where Georges Chedanne designed rotating mannequin platforms in 1912
Marshall Field's (Chicago), where Harry Gordon Selfridge first implemented illuminated product tableaus in 1904