The Col­lec­tive

Col­lec­tive, the home to the world's best Bri­tish brands such as Hack­ett, Ted Baker, Fred Perry, Vivienne Westwood, Simon Carter amongst many more is cel­e­brat­ing the best of Bri­tish with its new ex­clu­sive win­dow in­stal­la­tions that fea­ture them in very Brit

VM&RD - - CONTENTS - Sus­mita Das (with in­puts from Vaishali Tan­war)

Ev­ery­one is go­ing Bri­tish this sea­son with the Queens Di­a­mond Ju­bilee, 2012 Olympics and the Wim­ble­don, thus we have set this ex­clu­sive win­dow dis­play, as it the per­fect time, for re­joic­ing the Best of Bri­tish,” Gi­tan­jali Tawar, Man­ager VM, The Col­lec­tive avers.

The brand has de­signed and in­stalled two win­dow dis­plays themes, one show­cas­ing the ‘Best of Bri­tish’ while the other fea­tur­ing the 'Ace Bri­tish brands' fea­tured in the store.

“To high­light the theme 'Best of Bri­tish', we have ded­i­cated one win­dow to it, which is in­spired from the quintessen­tial Bri­tish el­e­ments such as the Union Jack, the Lon­don un­der­ground signs, the tele­phone booth etc. We have also col­lab­o­rated with the brand “Mini Cooper” which is al­most a syn­onym for Bri­tain,” Gi­tan­jali ex­plains. To high­light and draw at­ten­tion to all Bri­tish brands, each of them was fea­tured in this win­dow theme for 15 days. “The first 15 days we pro­moted the quirky, ec­cen­tric Bri­tish brand TED BAKER. We had their logo on the Union Jack, their brand vis­ual in the frame and a ro­tat­ing bright green rooster on the win­dow. The man­nequins were dressed in TED BAKER gar­ments and styled ac­cord­ingly. The next 15 days we high­lighted the preppy, ele­gant Bri­tish brand HACK­ETT. We changed the logo on the back­drop from TED BAKER to HACK­ETT. And for the last 15 days, we are pro­mot­ing the clas­sic sport­ing brand FRED PERRY for our win­dow theme,” fur­ther ex­plains Gi­tan­jali. The win­dow dis­play themes were ex­tended into the store in fo­cal points and mer­chan­dise pre­sen­ta­tion ar­eas with dis­plays and props as sug­ges­tive cues to draw at­ten­tion to them. “We cre­ated the Best of Bri­tish zones, where we brought all the Bri­tish brands to­gether. We did up the Best of Bri­tish zones with quirky info table­tops- with trivia on Bri­tain, props like tele­phone, flags, clock, mats, cubes, cush­ions, tea sets in Union jack print, posters etc dis­played on the nest­ing ta­bles and the shelves”, ex­plains Gi­tan­jali

The “Best of Bri­tish Brands” win­dow

The “Best of Bri­tain” win­dow

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