A green view

VM&RD - - WINDOW DISPLAY - Vaishali Tan­war

Jack & Jones, a brand from Best­seller for fash­ion-con­scious men, has come up with its new win­dow dis­play for the sea­son, where the story is all about green-friendly prod­ucts with min­i­mum im­pact on the en­vi­ron­ment.

Jack & Jones is aimed at men who let their clothes do all the talk­ing and use them to re­flect on their per­son­al­i­ties. The brand’s win­dow dis­play, meant to con­nect with the tar­get au­di­ence, now fo­cuses on its new range, the Lower Im­pact Den­ims (LID). The key fea­ture of the prod­uct is that its pro­duc­tion saves upto 40 per cent of wa­ter and 20 per cent of en­ergy when com­pared to con­ven­tional method of jeans pro­duc­tion. The dis­plays were thus an ex­ten­sion of the same green con­scious­ness. “We had to con­nect with the con­sumer, so we used a hint of green and other props to show­case how good LID is as a prod­uct and how it lives up to its name hav­ing lower im­pact on en­vi­ron­ment. This theme is all about no wastage of wa­ter, elec­tric­ity and re­cy­cling in win­dows which go hand in hand with the ide­ol­ogy be­hind LID den­ims,” ex­plains Ritesh Sri­vas­tava, National Man­ager, Vis­ual Mer­chan­dis­ing, Jack & Jones. So, in essence, the back­drop is an ex­ten­sion of the theme which re­in­forces the idea of us­ing lower im­pact prod­ucts. The im­pact has been cre­ated by us­ing used pots, ar­ti­fi­cial moss, me­tal stands; a back­drop with chalk sketch and cus­tom de­signed hang­ing sys­tem for props. For light­ing 30 de­gree fo­cus lamps have been used in the win­dows. The theme has also been strate­gi­cally car­ried into the store. “We have repli­cated the idea by us­ing rep­e­ti­tion of props in our denim area with a few ad­di­tional props,” Ritesh fur­ther adds. The win­dow would be on dis­play for a pe­riod of 40 days be­fore be­ing changed for the next cam­paign

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