Dye Your Own Colour

VM&RD - - VM DISPLAY - Sus­mita Das

Allen Solly has launched a cam­paign called Color Co­lab which al­lows shop­pers to pick any color of their choice from a pal­ette to make a per­sonal state­ment of their fash­ion per­sona.

The unique cam­paign in­stal­la­tion of­fers around 24 to 30 var­ied hues for its cus­tomers to choose from. Jayant Prasad, Ca­su­als Prod­uct Man­ager, Allen Solly, ex­plains, “DYOC (Dye your own colour) a di­rect con­sumer en­gage­ment pro­gram of­fers Allen Solly con­sumers a choice of colour for his Shirts in two vari­ants - Reg­u­lar Col­lar and Man­darin col­lar in one of the 24 colours on dis­play, the choice is ex­tended with choice of fash­ion colours in men’s Tren­ims & Women’s Den­ims”. The one of its kind con­cept, de­signed in­house, helps the brand of­fer a unique cus­tom­ized so­lu­tion for cus­tomers to don their sig­na­ture and ex­clu­sive style to ex­press their in­di­vid­u­al­ity.

The con­cept is high­lighted with a nest­ing ta­ble po­si­tioned at the store en­trance draw­ing at­ten­tion to the of­fer­ing while floor graph­ics are used to com­ple­ment this pre­sen­ta­tion. 3mm Clear Acrylic Tubes are used to hold rolled-up Coloured Shirts and Den­ims to give the im­pres­sion of color cans la­belled with Color Co­Lab stick­ers. The cam­paign is com­mu­ni­cated on a printed can­vas on a ta­ble top Easel-like sig­nage holder. Props like Origami colour sheets, a color pal­ette and paint brushes in a mug com­ple­ment the set­ting. The win­dow back drop car­ries the Color Co­Lab theme in its rear side to com­ple­ment the ren­di­tion of the theme in the store en­vi­ron­ment. The in­stal­la­tion is planned to be re­tained till mid of Jan­uary 2013 and then re­in­stalled from 1st of April, 2013 in a sim­i­lar con­cept across 150 stores

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