Most of us are huge animal fans, whether it’s our dogs or cats or whether it’s the excitement of seeing a giraffe or lion.
It’s interesting to see how animals (as display props) have moved into our windows and in-store VM sites. As we all know a window concept should be bright, themed and catch the eye of the passing potential customer. Louis Vuitton has certainly captured the imagination with various concepts over the years using dogs through to elephants. Window concepts are retail theatre and given the current economic climate, retailers are using their windows to make us stop and look. Shop windows are the cheapest form of advertising, they are the face of the store, one of the most important elements to any retail business.
The store Level Kids in Dubai used Flamingo’s in their summer scheme while Fortnum & Mason used wicker animals in their windows as well as in-store. Graphics now include animals which has included a Back To School concept at Paperchase. Sometime ago, I remember seeing a huge whale hung over a china & ceramic table at Anthropologie at their store in Regent Street. That was quite a focal point and something totally unexpected.
While as I was Head of Visual Merchandising at Tangs in Singapore, I devised an Octopus for a concept entitled “I am not a Shoe Addict”. Made from polystyrene, its feet were actual pairs of shoes and we gave the octopus a winking eye to attract the customers attention.
And naturally when Christmas arrives, this is when the fun starts. Probably the best concept using animals was the redoubtable Selfridges with their Pantomime concept. A brilliant concept and well executed and having worked as a VM Manager at the store, I would expect nothing less.
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