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.

VM&RD - - WINDOW DISPLAY - Sus­mita Das

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

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