Festive fruit of Passion
Windows play a very significant role during the festive season in acting as a critical medium to communicate between the store and the customer. A prudent visual strategy can help enhance brand image, footfalls and sales in the critical festive season period. Successful global and local brands have demonstrated this with effective effort in innovative conceptualizing, detailed planning and impeccable execution aimed at demonstrating the passion to delight their customers. Let’s see how they made the difference………
It’s festival time again and time to bring out the festive lights and props into the windows and the shop floor! For customers it’s a time for celebration and indulgence and for retailers it’s the most crucial time for achieving higher sales and to strengthen relationships with loyal customers and make many more new ones. The sale target in this period is usually 40% of the annual sales and to support this, the budget for marketing and visual merchandising, usually 5-8% of the sales, is also proportionately higher in value. The business requirement surely deserves the best of efforts in conceptualizing, planning and execution. The innovative and successful window displays that we see in the market place across the globe, many of which we see in to popular VM books, are the fruit of passion that have driven visual strategies that have worked for retailers and brands by creating magic in their windows. The magic is delivered with spectacular effect with the innovative use of forms, graphics, mannequins, digital media and special effects. The opportunity is to influence and inspire more than 5 million footfalls in the Holiday season of Thanksgiving and Christmas in the top shopping destinations of the world. In India the average is over 2 million footfalls in the 3 months of festive season from October to December in each of key shopping Malls and high streets. Different brands and retailer use different strategies to capitalize on this huge swell in footfalls and shopping frenzy in their window displays. They use different degrees of effort depending on various decision factors like business, brand, revenue and resources employed. Browsing across retail destination we could categorize festive window strategies
‘Overlay’, ‘setting’ and ‘Drama”.
into Let me walk you through some insightful examples that illustrate this.
The strategy, usually a clichéd concept executed neatly, could be debated that it is disproportionately low attention for high revenue and conversions targets. But some brands have demonstrated that some simple concepts do deliver delight. In this case promoting the merchandise featured in the window is the key objective of the display and the festive elements are meant to be a clever add-on or an overlay on it. The effort is comparatively low but is probably easy to adapt across a large and widespread network