The theme of "all new Pantaloons" has been expressed innovatively with a modern and fashionable idiom bringing brands and fashion alive.
To announce "all new Pantaloons" to the customers, Pantaloons launched this Spring –Summer 2014 with strategic significance where the window displays played a vital role in communicating the brand’s philosophy having a novel avatar. For informing the customers that all new Pantaloons come with fashionable merchandise and unmatched brand offering the season launch window happily captured the essence of neo modernity, artistic expression and installated art to express the contemporary look of Pantaloons with Spring Hues.
Nagesh C. Head Design & Visual Merchandising – Pantaloons Fashion and Retail Limited shares with us, “We wanted to build this with ‘monthly go to market’ initiatives at the stores. Hence the brief was to clearly announce the new look of Pantaloons before the AD campaign breaks in to media.”
The window display has been categorized into various segments like ethnic, sports, spring hues and such. As Pantaloons is a destination for ethnic wear and dominate in western fashion, the idea was to announce the season with quintessential ethnic window to present the brand new look of premium ethnic wear.
The ethnic window is inspired from the ceramic pottery; the tree motifs overlay with the giant discs which resemble the oversized ceramic plates. It gives an appearance of ethnic meeting
modernity with a larger-than-life expression. Pantaloons presented the exclusive ethnic wear brands Akkriti, Trishaa and Rangmanch.
The Sport Lifestyle window showcased a scenario with a feel of a sports club environment having the flagpole display of the brands on offer like LP, Van Heusen Sport, Allen Solly and PE casuals etc.. As Sport casuals department is a new introduction in Pantaloons it was announced as the new department addition to the stores. Nagesh shares in this regard, “As a big retail box we have stores panning out multiple levels in malls and high streets. Men’s floors are been highlighted with Sport window respectively, for other floors season launch window is usually called as promo window which is basically next to the store main facade/ entry.”
For creating a high impact through the Season Launch Window "Spring Hues" the brand wanted to generate a contemporary expression of high spring forest. The idea was to make people stop by and take a look at the surreal nature of the elements in the window. This has been achieved with sunboard cutouts of beautiful butterflies with a green LED glow. Also at the background there is an abstract relief which tickles the imagination. The featureless white glossy mannequins also blend in well, as well as heighten the fashion quotient of the window. The window features the exclusive brands, Honey, Bare, Rig and Ajile merchandise. For the Spring Hues window Pantaloons has not only added Green LED lighting to highlight the butterflies but also fitted a micro motor to make the wings flutter. This has been done in few select stores to create a visual impact.
“The themes are broadly divided to spread the communication across with simplicity. To welcome the spring season we have used the tropical forest, which is very much in trend. At the same time for ethnic window we have used the theme based on our design collection Nawabi Bagh (Royal Garden), that's why a kalpvriksha has been taken in the background with giant discs superimposed to project the colour eclipse and the Sport theme is by virtue of bringing sport lifestyle alive. Usually we have been seeing Nautical or Tennis themes being exploited, in this case we wanted to show a golf club with elements depicting the scenario,” further
shares Nagesh. On the impact and further initiatives Nagesh
says, “We have been able to grab attention to the window as most young people were seen clicking pictures with the window backdrop in the malls. Further, we would be changing promo windows every month, though, some of the category windows like Sport window would remain during the season to constantly reiterate the communication. As the window themes are time bound, we do not make them part of store design. But we would be coming up with ‘ monthly go to market initiative’ like Holiday Shopping Carnival, Denim Fest etc, where in we would be coming up with a unique element in the windows which would travel all around the store as a cross communication agent. The window design, visual communication objective at Pantaloons would be to deliver intangible experience to our customers.”
Nagesh C. Head Design & VM Pantaloons Fashion and Retail Limited