Con­fes­sions of a ‘dress-holic’ brand

It may be sum­mer time, but it’s rain­ing dresses at Cen­tral. In­stead of go­ing for the usual Spring Sum­mer theme based VM strat­egy, Cen­tral has ap­proached the new sea­son with a twist and has a prod­uct cen­tric VM fo­cus. Fresh dis­play tex­tures adorn the store

VM&RD - - VM CAMPAIGN - Mansi Lavsi

The Cen­tral VM make-over runs through­out the store rather than be­ing con­cen­trated VM sta­tions. The con­cept for the women’s collection is a fash­ion show of dresses. Be­ing prod­uct cen­tric, a wide range of dress collection is seen in the dis­plays. The win­dows show­case the dress styles be­ing pro­moted which have been cho­sen across the wardrobe of all brands. Dresses do sell them­selves, but their pre­sen­ta­tion has to awaken the com­pul­sive buyer in the girl shop­per. The back­ground show­ing white walls draws a vanilla back­drop for the dresses. The theme is ar­tis­ti­cally ex­pressed through a man­nequin draped in a long dress crafted from alu­minum foil. The hat and the out­fit style ad­vo­cate el­e­gance. There are five trends Cen­tral pro­motes through this cam­paign. Sam­ples of each are hung as if in a wardrobe. Man­nequins stand pretty to fash­ion the dresses. And of course, since it is a girl’s win­dow, the en­sem­ble is in­com­plete with­out ac­ces­sories. They are show­cased as part of the at­tire codes on the man­nequins and as an in­te­gra­tion in the dress­ing space cre­ated in the win­dow. Clas­sic fur­ni­ture which re­minds you of tra­di­tional In­dian homes sits with ac­ces­sories adorned on it. Bags, scarves and beauty prod­ucts come to light when we talk about ac­ces­sories. The dress­ing space is cre­ated as if it’s a girl’s boudoir. The dress­ing space has a chan­de­lier hang­ing on top which may not func­tion as a light source but poses as an in­ter­est­ing piece of decor. The sum­mer at­mos­phere dic­tates sur­real tones in the light­ing for the win­dow. Fo­cus on man­nequins and mer­chan­dise high­lights are the but ob­vi­ous es­sen­tials. The ‘Dress Fi­esta’ goes a long way within the store as well. With the new VM strat­egy,

the dis­plays man­i­fest across the store rather than as se­lect touch points. This con­cept in­creases cus­tomer in­ter­ac­tion with dis­plays. This wave of thought ma­te­ri­al­izes as ramps within the store. With that, there are two ways the idea is put for­ward. One of the ap­proach was to have man­nequins model as if in a ramp walk. Podi­ums were cre­ated for that with the heights de­creas­ing as one moves for­ward. The fact that this idea was car­ried for­ward with dresses as the fo­cus, re­flects the de­sign ra­tio­nale. Along with be­ing a dis­play gim­mick, the pro­por­tions of the dis­play ac­com­mo­date mer­chan­dise hang­ers as well which adds the con­ve­nience fac­tor in the shop­ping ex­pe­ri­ence. The other ap­proach is cre­ation of raw, un­fin­ished look­ing wooden plat­forms at di­ag­o­nals and man­nequins dis­played on those. The way the man­nequins are dis­played has more points of draw­ing cus­tomer at­ten­tion ow­ing to its unique at­tributes. All in all, fresh ex­pe­ri­ences for Cen­tral cus­tomers are in store. A make-over never harmed any­one. The men’s VM has its own rhythm as well. Watch this space to ex­plore the colourful mas­culin­ity ooz­ing from Cen­tral

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