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Store windows today must be quick reads. They must be simple enough so that the products can be clearly identified, and they must be creative enough to catch the busy pedestrian’s eye. Just a quick look a store window should answer many questions for savvy shoppers: Who is the core market of the store? Does the store fit their personal style or not? How long will a typical trip into the store take? Especially since today's retail market is so competitive, if done right, windows can function as an important brand-identity tool. As retailers, you must know who your customers are, and you must create windows that they will understand. For instance, Kiehl's, which sells all-natural bath and body products, uses its windows as a place for highlighting social issues, which fits with the priorities of its customers.