Ac­knowl­edg­ing visual mer­chan­dis­ing as an im­age build­ing tool, this sea­son Life­style ju­bi­lates a fes­tive en­deav­our.

VM&RD - - CONTENTS - Mansi Lavsi

To mark the Di­wali cel­e­bra­tions, Life­style came up with two dif­fer­ent win­dow dis­plays that com­mem­o­rate the sym­bolic ges­tures as­so­ci­ated with the fes­ti­val. The themes come through as a common thread run­ning through the mer­chan­dise col­lec­tion at Life­style. Prod­uct sto­ries from the ex­ten­sive of­fer­ing rang­ing from ap­par­els to footwear, ac­ces­sories, kids wear and much more pre­view in the form of win­dow dis­plays. The themes are such that can be traced across most brands housed at Life­style. “The months of Septem­ber and Oc­to­ber mark the fes­tive pe­riod in the coun­try, mark­ing the peak business pe­riod for the en­tire re­tail in­dus­try. Cus­tomer mood is cel­e­bra­tory and there­fore we chan­nel the cheer and splen­dour across our stores through dif­fer­ent VM el­e­ments, high­light­ing the col­lec­tions that will ap­peal to our cus­tomers,” said Srini­vas Rao, AVPMar­ket­ing, Life­style. One of the con­cepts on board Life­style this sea­son was an ob­vi­ous Di­wali theme. Another seg­ment was the party wear col­lec­tion. Here, the Di­wali theme is twisted to suit a western tem­plate. The metal foil back­drop adds glitz to the dis­play. The tra­di­tional na­ture of diyas is trans­lated to a western look with their proportions and ge­o­met­ri­cal shapes. The com­bi­na­tion of Di­wali with western wear may pose as a ques­tion to many. An al­ter­nate view would be a trend­set­ting idea through an un­seen com­bi­na­tion.

The other win­dow dis­play is fo­cused on eth­nic wear tar­geted at the woman pa­trons. In th­ese fes­tive times brands are high on their eth­nic col­lec­tion and who bet­ter to please than the avid shop­per. The eth­nic win­dow em­ploys deep tones of pink, ma­roon and red which mark a fem­i­nine touch as well as cater to an eth­nic colour pal­ette. The back­drop in ma­roon dons a tra­di­tional de­meanor com­ing forth in its pat­terns. The colour cho­sen is a muted tone for the fore­ground blos­som­ing with lo­tus de­pic­tions. Hues of pink and gold un­der­line the eth­nic feel. Along with the con­cept, the rep­re­sen­ta­tion car­ries equal points. The lay­ered ef­fect given to the lo­tuses, the visual com­po­si­tion cre­ated and the shades of mer­chan­dise dis­played present a sooth­ing win­dow.

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