Narrative experience. Each of these paradigms of the narrative

design has influences from anthropology, history, philosophy, linguistics,
sociology, and organisation studies, among others. Figure 2.4 shows the characteristics of the narrative
approach. These influences have led to the development of this method as an interpretive approach, which is useful as a
storytelling method. As the narrative method has become mature as a technique,
it has several applications, which are categorised as: convey
tacit knowledge; enable sense-making; and construct identity. Each of these
paradigms is useful for marketing, in the art of window displays. For fashion
retailers, window displays could convey tacit knowledge such as emerging trends
and new designs. Displays could also help make sense. Smart apparel is one of
the emerging technologies, where sensors are part of apparel design and could
help make adjustments to the comfort levels of users depending on the
surrounding conditions. These features could be displayed in window displays such
as holograms and interactive exhibits. Constructing identity is one of the
important aspects of the narrative approach. This is extremely useful for
marketing. Unique exhibits could help recognise the brand as part of the
word-of-mouth marketing that is a continuum of the consumer experience. This
identity could be transferred as part of the marketing experience. Each of
these paradigms of the narrative approach is extremely relevant and useful for
the art of window displays.