She’s Got The Look!

VM&RD - - VM CAMPAIGN -

A look all chic dressed up with bags, shoes and make-up draws the im­agery of a com­plete diva. Cen­tral pam­pers the ladies’ fetishes with a dis­play spot­light on ev­ery­thing they can want for that look.

An all ladies cam­paign sprawls across the floors at Cen­tral stores. Larg­erthan-life props al­ter the way the stores look. A cam­paign bring­ing to­gether pro­mo­tions for printed bot­toms, cos­met­ics, bags and shoes - all to­gether - brings in the en­tire look that Cen­tral is en­dors­ing rather than just prod­ucts. Such cam­paigns em­pha­size what sup­port­ing ac­ces­sories do to a look which are oth­er­wise side­lined in the glitz of ap­par­els. A huge, nay, hu­mon­gous in­stal­la­tion of a bag at the store en­trance is quite an ex­plicit ex­pres­sion of a col­lec­tion of bags be­ing pro­moted in-store. The win­dow dis­plays talk of two dif­fer­ent con­cepts on board Cen­tral for this cam­paign. Cen­tral is ush­er­ing in the trend of printed bot­toms through the hype cre­ated at the win­dow it­self with the catchy phrase ‘Hey sexy legs’. It seems to be an at­tempt to say that cov­ered legs can be pretty sexy too.

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