Un­lock­ing the Soft Se­cret


The Allen Solly Win­dow in­stal­la­tion for the ‘Se­cret Wash- soft­est Shirts’ is un­usual and dif­fer­ent and does cre­ate an el­e­ment of cu­rios­ity about the USP of the col­lec­tion.

The quirky win­dow dis­play theme was based on the con­cept of con­ceal­ing more than it re­vealed and still com­mu­ni­cated the ‘key’ mes­sage of the theme. “We wanted to do some­thing dif­fer­ent for the spe­cial shirts - that feels nicer and softer than ever be­fore. Two as­pects came across were Soft­est and Se­cret. We tried quite a few it­er­a­tions; Clouds-which are soft and light, Rab­bit as one of the con­sid­er­a­tions and even a Trial Room theme. Fi­nally we set­tled for a dif­fer­ent and quirky ‘ Key Hole’ theme, which de­picted the ‘se­cret’ ac­tiv­ity by of­fer­ing a peep into a key­hole. This re­vealed the ‘Soft’ as­pect in­side the Win­dows with the dis­play of one or more shirts dis­played. It’s sim­ple, but in­ter­ac­tive,” ex­plains Anu­raag S, Head VM-Allen Solly. The idea to block the win­dow was in­deed against the tra­di­tional need for open­ing up win­dows and that helped catch at­ten­tion. He fur­ther added, “The theme turned out to be highly in­no­va­tive. First, not many re­tail­ers like to block there Win­dows like we did to cre­ate the Key-Hole. Se­condly, the key-hole fac­tor did cre­ate a ‘Se­cret’ fac­tor which leaded the cus­tomers to peep in the win­dows.” The in­stal­la­tion is a com­bi­na­tion of a wooden box with an ex­ag­ger­ated key hole that al­lowed a view of a neat set­ting of the col­lec­tion, com­mu­ni­ca­tion with dig­i­tal vinyl print on the win­dow glass panel and an an­nounce­ment easel at the store en­trance. But the mys­tery is ex­tended into the store in­te­rior in fea­ture pre­sen­ta­tion points with com­mu­ni­ca­tion com­pelling cus­tomers to try and feel the prod­uct. Anu­raag ex­plains, “It was highly im­por­tant to con­nect the com­mu­ni­ca­tion in the win­dow, right into the store”. The in-store set­ting were sup­ported with props that helped com­ple­ment the col­lec­tion fea­tured on the power wall that dis­played all the Se­cret Wash styles

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