I must admit, I have not seen that many VM blogs to make such a statement as the one below.
But in order to let us all learn better, we really need to see not only the good but also some not-so-fabulous examples of how not-so-wise displays can affect consumer's decision to enter the store and buy products or even their impressions of the brand.
So yesterday I was at Orchard Road (again!) : the central shopping area for tourists and local alike. The rentals here are probably the highest, with stores opening and closing in rather short periods of time if they don't step up their game (Just go to Ion Orchard and look at their restaurant sections at B3 and you'll understand, and that's not the only area that has gone through revamp since the mall opened in just under 5 years.)
I was passing by Wisma Atria, where Seafolly is located on the 2nd floor. I had taken an interest on this window particularly because the last time around a week ago, I remembered there was a huge gold 'FUN' balloon on display which was already partially deflated and I had no idea why it was still there 'cause it definitely not fun to see something like that for the store manager!
Wow. But look what I saw instead! The window has changed! And I loved it! Even though I have never bought any of their products, it's kinda out of my budget, but I do browse through their stores every once in a while because they do have a range of amazing styles! Okay, I digress.
What I liked:
1. Clear message: Style Mix (Almost idiot-proof really. With the model in the poster donning on a mix and match bikini with bottom) The poster is well done too. I like the beach wave images on the side; it actually helps bring focus to the main image and yet also create the beach chick feel. 2. Mannequins are well positioned with strong standout themes (e.g. colour: neon green and patterns) for the season.
3. Closed back window but still able to peep into the store display. (Note the mannequin at the back strengthens the concept/message as well)
It's a different story for Tory Burch.
(Please let me make my claims here that it is not in my intention to bring down the brand identity or anything. Everyone have their own opinions. Someone might see this and still love it and that's alright for me.)
Okays, the first thing that grabbed my attention was the middle two mannequins. What's up with that? I was joking with my boy that is that supposed to be a hip-five greeting? I just couldn't make sense of such a pairing, with one of the mannequin's head almost clashing into the other in such an awkward position (i.e. holding its own bum.)Now, turn the attention to the left two mannequins; can the passer-by really tell what the mannequin behind is wearing? In this case, the window is too small to squeeze 5 mannequins. Compared to the light box, the styling, space and concept of the poster is much better than that of the window display.
Focusing back to the window, See 'Tory Burch'? No? Look again.
Again, choice of colour of decal for the brand name camouflaged into the background; as with the previous entry on Club Monaco.
AND IS THERE APPROPRIATE LIGHTING? Maybe too much gold all around is already causing the customer lose focus?
It's a clear win, isn't it? These windows are just right opposite each other and I know instantly which side I want to look.
Think differently? Let me know. I'd love to hear.
xoxo,
Yuhan
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