Fes­tive fruit of Pas­sion

VM&RD - - COLUMN -

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.

‘Over­lay’

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

Ac­ces­sorize

Ce­lio

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