Shopper Stopper: Timberland part 2

Continued from Store Analysis: Timberland part 1...

The backdrop in the windows here (Vivocity outlet) play a pivotal role in creating this relaxed and happy atmosphere; in the first, it's just two friends, sitting around, chatting and laughing away. 

This launch of 'the new earthkeepers city collection', I believe, is a step out for Timberland to attract not-their-usual outdoor enthusiast customers, as seen from the clothing, bags and even some rather fashionable boots. Still in tune with the outdoor adventure spirit, a jeep is strategically positioned in the right corner of the bunting/poster to reflect the essence of the Timberland brand. 

From the overall, the message is clear and easy to understand for the consumer; Timberland is launching a contemporary line to attract a new market segment, city dwellers. With their price range and earthy colour tones, the customer that will buy these products will usually be young adults. 

The clothing worn by the girls in the poster is also well reflected in the mannequins, leaving a deeper impression of these outfits in the observer's mind. A simple but good move, since most people see too many windows in a shopping mall at one go and clearly forget what they see after a while. 

The men's display window on the right is long, and is covered with a vintage city landscape by the sea with a harbor, and the appropriate fall wear, (note all three outfits has a coat, seemingly to protect the "wearer" in the scenario from the wind) and foot wear on wooden plinths, almost reminiscence of an old photo or memory of a holiday trip, makes one feel rather nostalgic.

Now at the store front, back to the true outdoor Timberland! See the lighted mountain landscape at the back with vertical wood planks and lined with their shoes. Hidden message here: Our shoes are durable even in conquering the highest of mountains.   

So you see. Without the window display, the fashionable or typical consumer upon seeing the familiar Timberland brand name or store front, would have just walked away without even bothering to look what is offered in store (even if there was the new collection tailored for them). The two window displays, however, would be to work their magic and at least draw some curious customers into the store. The rest, of course, is history  new found interests, and perhaps loyalty for the brand?

xoxo,
Yuhan