Au­tumn Win­ter Life­style

Life­style launches its Au­tumn Win­ter ‘ 12 sea­son’s key trends in its win­dows with two dif­fer­ent themes to pro­mote its denim and ca­sual fash­ion col­lec­tions based on trend­ing prod­uct sto­ries and range.

VM&RD - - WINDOW DISPLAY - Nupur (with in­puts from Vaishali Tan­war)

Fo­cus­ing on the Ca­su­als and the Denim cat­e­gory, the Au­tumn Win­ter ‘12 col­lec­tion of Life­style, tar­gets the ur­ban, chic youth loaded with oo­dles of at­ti­tude. Mr. De­vara­jan Iyer, Vice Pres­i­dent – Mar­ket­ing, Life­style In­ter­na­tional Pvt Ltd, ex­plains, "Dur­ing the first half of the AW’12 sea­son we are fo­cus­ing on denim and ca­sual cat­e­gory. The themes we choose are based on the trend­ing prod­uct sto­ries and the range. Life­style houses the best port­fo­lio of brands across cat­e­gories and we browse through the en­tire prod­uct range and key themes/ sto­ries across all brands be­fore we de­cide upon a theme. This sea­son we are high­light­ing two themes which are go­ing to be key trends”. The key two themes cho­sen are the ‘Work Clan’ and ‘Pop Col­ors’. The ‘Work Clan’ theme pro­motes a rugged denim fash­ion state­ment which co­or­di­nates chest print t-shirts with slim-fit den­ims. As the sea­son pro­gresses, lay­ered bomber­jack­ets, which is a big trend this sea­son will make their way into the win­dow in­stal­la­tions. On the win­dow in­stal­la­tion Mr. Iyer ex­plains, "For work clan theme, apart from vinyls

and sun-boards, we have added an el­e­ment of mo­tion in the back­drop by us­ing rotary mo­tors. Some of the win­dows even have a bril­liant dash of lights from be­hind the rotary mo­tors to add to the drama. This im­parts a grungy look of a garage to the dis­play." The ‘Pop Col­ors’ theme pro­motes a ca­sual fash­ion col­lec­tion where the splurge of col­ors from across var­i­ous cat­e­gories are taken to build the fash­ion state­ment. The dis­play high­lights color bot­toms, color po­los and color sweaters com­ple­mented with col­or­ful ac­ces­sories and moc­casin shoes. The am­bi­ence is loosely in­spired by academia and it high­lights prom­i­nent brands in this cat­e­gory. On the win­dow in­stal­la­tion Mr. Iyer ex­plains, "Keep­ing in mind the ob­jec­tive to make the colours stand out, dif­fer­ent el­e­ments such as metal for rail­ing, MDF for gar­den bench and frames, vinyls and sun-board have been used."

The win­dow dis­play strat­egy is planned to not just wel­come the new sea­son but also to help po­si­tion the store brand as fash­ion for­ward

and as­pi­ra­tional. Mr. Iyer ex­plains, "Our ap­proach to win­dow de­signs is a com­bi­na­tion of ‘Prod­uct Trend com­mu­ni­ca­tion’ and ‘Im­age build­ing’ ex­er­cise, where each ex­ists in per­fect har­mony with the other. Thus, the win­dows will show­case our of­fer­ing in a man­ner which brings out the key trends of the sea­son while main­tain­ing an as­pi­ra­tion quo­tient and fash­ion­able feel." To continue the theme of the win­dows into the store ex­pe­ri­ence the dis­play el­e­ments are also fea­tured on fo­cal points and clus­ter dis­plays fol­lowed with the up-front dis­play of the in-trend mer­chan­dise in the re­spec­tive sec­tions. These two in­stal­la­tions are planned to be fea­tures across the store main win­dows for about 45 days

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