It's tough I admit. The higher end the designer brand, the harder it is to maintain that special air of luxury. Especially, especially, when they need to clear their past-season stock. Some I have heard, would rather destroy their products than have them on sale. Others just send theirs to factory outlets or villages, that's an extra space rental and manpower cost, mind you!
Here, I've come across 3 brands which I felt have done it with style and yet have not lost their brand prestige. Instead, their sale signage only reinforces their brand identity.
1. Hugo Boss. I have to confess, I don't have much knowledge of this brand, except a little of their colognes which were once a favorite of an ex-lover. But that memory of the little round ball, with a highlight of orange, did stay with me for a longer time than he did. In this Christmas window with two of the window facade dedicated to the display, the hanging boxes in black and white with ribbon create a backdrop that is both elegant and serves a reminder of gift shopping. At the knee level is the SALE decal that is in a font not too LOUD nor big (if you can recall, that's more like the work of mass market brands), in their signature orange with a line that is reminiscence of a ribbon "wrapping" the window. The accidental mist adds to the winter mood, doesn't it? That was what attracted me to this window! I like how these days they have the campaign poster in a light box next to windows, relating the style of the season instantly to customers. Pretty low maintenance too.
2. Paul Smith: While they are known for their quirky and fun wavy prints, this window is no exception to the signature Brit designer style aesthetic: Simulating somewhat like fireworks, confetti or just a magnification of Christmas trees, the eye level SALE word is small but yet most appropriately placed besides the green fluorescent light 'held' by the male mannequin like a jedi holding a light sabre,
This quirkiness or tongue in cheek windows have always been very much enjoyable to look at, especially in comparison to most of the boring, messy, and/or irrelevant windows in our little island. Do take note the next time you pass by Wisma Atria or Mandarin Gallery!
3. Emporio Armani: On the first look, it might just seem kind of normal. But thanks to the magnified campaign model looks as light boxes, combined with the dressed mannequins at the bottom, it certainly calls for a turn around. On second look, you'll be sure to notice the two words in pale colours that make you go, "Ah...".
With just the use of subtle colored fonts and the word 'SPECIAL', it already makes you feel like a VIP with insider info to their exclusive sale. Don't we all always fall for this 'exclusivity' trap all the time?
Totally lovin' this display!
xoxo,
Yuhan
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