Shop­per’s Stop

Shop­per’s Stop EOSS dis­plays once again flaunt elab­o­rate in­stal­la­tions of fash­ion im­pres­sions in their sig­na­ture Sale win­dows crafted with old news pa­pers and other wastes.

VM&RD - - CONTENTS - Mansi Lavsi

Sop­per’s Stop win­dows this Sale sea­son ef­fec­tively help cre­ate buzz and im­pact that makes them stand out in the vis­ual noise of pro­mo­tional ad­ver­tis­ing in the mar­ket­place. The black and white newsprint has been Shop­per’s Stop’s sig­na­ture for quite a while now in its ad­ver­tis­ing com­mu­ni­ca­tion across all me­dia. The dis­play theme very cre­atively uses this dif­fer­en­ti­ated con­cept of the brand lit­er­ally with old news pa­pers and waste ma­te­ri­als to cre­ate a se­ries of di­verse stun­ning dis­plays that not just look great but also are light on the spends. The EOSS dis­plays work around cre­at­ing women’s dresses which give a lot of scope for cre­ativ­ity. Ma­te­ri­als from scrap, trash and a lot of unimag­in­able places have been col­lected to don the el­e­gant dis­plays. Old items from home, pa­per cups, pa­per plates, old keyb­o­rads, CDs and even wires have been used to cre­ate gowns. It is in­ter­est­ing to note the aes­thet­ics of ma­te­ri­als which we con­sider as scrap. ‘Ju­gaad’, a pop­u­lar word in our lex­i­con, can drive cre­ativ­ity to its zenith; this is an ex­am­ple of such cre­ativ­ity. Un­like usual dis­plays, where the theme serves a back­drop to the

mer­chan­dise, here the theme is cre­at­ing the mer­chan­dise it­self. Th­ese dis­plays, or may we say art work, are show­case win­dows, in-store and also as mall in­stal­la­tions.

Speak­ing on the con­cept, Ar­den D’souza says,

“At sale time, our VM bud­get is as such low. The chal­lenge is to do some­thing spec­tac­u­lar within that bud­get. With this con­cept, a com­mon thread of hand­made dis­plays ran across all stores and yet all dis­plays have var­ied aes­thet­ics. This ap­proach also gave re­gional VM teams the op­por­tu­nity to ex­plore their own cre­ativ­ity.” VM teams of all stores sourced ma­te­ri­als by stretch­ing their imag­i­na­tive pow­ers. They con­tacted cater­ers, bot­tling com­pa­nies and sev­eral dif­fer­ent peo­ple to source the ma­te­ri­als. The colour pal­ette was kept stan­dard -- black and white with a dash of red. This stan­dard­i­s­a­tion en­sured that the dis­play iden­tity re­mains con­stant. The ex­plo­ration in pa­per-craft can be seen across all dis­plays. Head gear and ac­ces­sories which are in­te­gral to any en­sem­ble, were also done with pa­per craft.

Ex­plain­ing the im­por­tance of ap­peal­ing dis­plays in sale time, D’souza says,

“Re­tail­ers give out heavy sales and lose out money. At times like th­ese, VM be­comes very cru­cial to at­tract more peo­ple and in­crease sales.”

Vis­ual Mer­chan­dis­ing

Ar­den D’souza, VM Head, Shop­per’s Stop

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