W store showcase their #UN series of campaigns and executes “This is It” campaign through all their store windows.
Since 2015, Indian ethnic wear brand W has been taking their integrated campaign to its window too. In a line of bold and definite campaigns W recently has gone a notch above in its nonconforming campaign, a mirror reflection of which has been executed at all their store windows. The strong, declarative tonality of the campaign was thoughtfully utilized for building up the season’s VM elements, store displays and windows across different stores. Huge lit up Store Facades were created so that the displays depicting‘The Signature All Day Dress’ & ‘The Perfect Fusion Look’ could easily be highlighted during evenings. Store Window Design juxtaposed with a printed panel made of vinyl creatively showcased the hottest look for the season while the prints talked about the inspirations behind the main stories for SS’17 without screaming for unneeded attention.
“It would be a great idea if we throw some light in particular over how we utilized our all-new 2200 sq. ft. Dehradun store, opened at a high-street location. We utilized the space to the maximum with three-dimensional displays and many other unique in-store elements that not only got us the love but also helped increase sales in a big way,” informed Aarti Ahuja, Head – Marketing and E-commerce, TCNS Ltd.
The story of the window was further woven within the stores through sun-board printed look highlighters, nesting table element made of iron stand put to perfection with sun board printing and acrylic letters, magnetic tent cards, wooden fashion quote walls etc.
“Our consumers love how we do up the stores, season after season. We design our campaigns in such a way that they relate to our target group from the very first day of its launch. Visual merchandising – being the second important step in this regard holds a lot of importance. And, our creative team makes sure that all the elements sing the same song aloud – the tone of the ongoing campaign and turns head of both the consumers and the critics,” concluded Ahuja.