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.
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