VM&RD - - CONTENTS - Nabamita Chat­ter­jee

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.”

Vis­ual Mer­chan­dis­ing

Nagesh C. Head De­sign & VM Pan­taloons Fash­ion and Re­tail Limited

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