It’s a denim life!
Shoppers Stop presents its Denim Festival across its windows and stores by showcasing the unusual rendering of denim in elements of everyday life of the youth.
Shoppers Stop, a popular house of brands featuring top fashion brands, celebrated a Denim Festival that highlighted its wide collection of denim brands. The festival’s highlight was the exchange offer on old denim in return for a discount coupon that encouraged purchase from the denim department. To deliver unmistakable impact to the promotion, denim material was used as an innovative medium to render the display settings in the store window and interiors. Denim was used to clad elements of everyday life complementing clusters of mannequins featuring fashion statements offered by the denim brands. “The denim festival is a complete showcase of denim. Everything around the concept revolved around denim – denim in use in daily life – denim window, denim flowers, denim glares, denim lamps, denim flooring, denim scooter, denim carpet, denim suspenders, and of course denim Jeans. The denim windows revolve around a lifestyle of regular people, the only difference being it is a denim life,” says Arden J. D’souza, Customer Care Associate & Head – Visual Merchandising, Shoppers Stop Ltd. The windows featured denim fashion highlighted in an eclectic setting of iconic props representing youth lifestyle clad in denim. The window glazing displayed a vinyl transfer of an understated ‘Lee Denim
exchange’ communication that called out the promotion subtly. Different combinations of props created different scenes across their chain of stores. The theme was extended in-store into the denim department where jeans, brought in for exchange, were rolled and stacked in a ‘denim cabin’ that acted as an interesting in-store feature. Focal points featured denim fashion clusters complemented with denim props