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’.

VM&RD - - CONTENTS - Mansi Lavsi

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

Vis­ual Mer­chan­dis­ing

Pawan Na­gar­wal Head VM, Cen­tral

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