Allen Solly is known to play with colours. To the contrary, the winter season is associated with shades of white, a peaceful atmosphere and a monochrome colour palette. When the two concepts intersect, new Allen Solly winter windows take shape.
Window displays are meant to powerfully communicate the brand message. Aesthetics add to the attraction. In the case of Allen Solly, the stag as a well-known symbol establishes the brand presence. A life size use of the logo makes the brand statement even stronger. The idea behind the winter windows was to have a monochrome winter scene in the foreground, created with silver metallic vinyl and colours bubbling on the mannequins from behind. The mannequins are showcased through a silhouette cut out in the winter scene. The only change in the form was the head where the profile of the stag was positioned as the brand highlight. An effective window display need not necessarily be all propped up. If the twosecond window communication can get walk-ins at the store, the job is successful. Here, the window plays only on two ideas; the winter scene with the mannequin showcasing through the silhouette, and the play of colours in the display merchandise. The male mannequin was dressed in yellow, the predominant colour people notice and was given a moustache to express masculinity that appeals to the adventure-oriented Allen Solly male. The female attire used pinks and blues to show a free spirited nature. Zooming out and looking at the complete picture, a dialogue between colours and monochromes justifies the theme ‘Colour your winter again’.
Anuraag Singhal- VM HEAD, Allen Solly Richa Shrivastava- Creative and Communication