Is this the New Face of Retail Store Window Design?
Fashion and lifestyle brand Tommy Hilfiger recently created this knock-out store window with designer Fabio Novembre for department store La Rinascente in Rome.
The window mimics a pop-out model kit, and represents a still life of the essentials for a Tommy Hilfiger man. Called, ‘I Have A Lifestyle’, the all-blue display includes a pared-back wardrobe made up of pieces from the Hilfiger Fall/Winter 2013 collection, but more importantly, a range of other requisites for the T.H. lifestyle, such as a touring bike, tennis racket, a bottle of champagne and a stack of books.
Beyond visually striking, the window represents the next generation of retail brand strategy, a new approach to visual merchandising in response to the changing behavior of the new consumer.
With the manner in which consumers are connected to the digital world, smart phones, tablets and computers have become the new storefronts for brands. Mobile friendly sites are putting product ranges, videos and brand stories into the hands of interested consumers 24/7, with more effectiveness, more information, more emotion and more ease than ever before.
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