It’s summer and it’s time for the shades to come out!. The new shades campaign at Central, gives a twist to VM campaigns this season with the name ‘Shades Carnival’.
Come summer and sunglasses become a necessary accessory that goes beyond being a fashion statement. But, sunglasses are not something you expect to be flashing at you while you enter a store. Clutching onto that idea, Central dived into its sunglass campaign with a new approach. Speaking on it, Pawan Nagarwal, VM Head, Central, says,“During Summer, sunglasses are such a low hanging fruit, and Central was able to capitalize on that idea. We focused on the consumer need for sunglasses and promoted a fantastic line of sunglasses for both men and women.” The idea was built up on the concept of ‘Fashion that’s new’ and was extended to the sunglass category for the same. This concept was accentuated at the store level and platformed on new styles which are the current rage . “We focused on the top three styles of sunglasses – aviators, cat eyed (women) and over-sized circular (women) from our SS’14 range,” says Pawan.
All display frames sported large sized sunglasses cut in the shape of any one of the three styles being promoted. These large sunglasses are quick attention grabbers and also communicate the idea of the campaign. The point was to be huge on the concept rather than being flashy and extravagant. So a simple material like sunboard was used to create the large frames. Mannequin heads are made to wear the sunglasses and put up in different areas as promotion purveyors. Their articulation and ornamentation definitely deserves a second look. At places, more than one sunglass sits on a single mannequin head to emphasize the campaign. Different ideas are expressed on different display stations. One of the display stands made in yellow and orange has colourful mannequin heads peeping out of it sporting men’s sunglasses. This display unit draws attention by being vibrant and adds a fun element to the campaign flow. “We have the apparel VM campaign also in the store. The idea behind doing the Shades Carnival was to give equal focus to apparel and non-apparel merchandise,” says Pawan, backing the
reason for the shades campaign. This endeavour extends to the utility area as well. Instead of the mirrors, huge vinyl prints of sunglass visuals are found staring at you. The vinyl from the lens part of the sunglasses has been peeled off to reveal the mirror. Such a move will definitely add to the recall value
Pawan Nagarwal Head VM, Central