A green view
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