W Store

W store show­case their #UN se­ries of cam­paigns and ex­e­cutes “This is It” cam­paign through all their store windows.

VM&RD - - Contents - Satarupa Chakraborty

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.

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