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