Sunday, 9 January 2011
The White Company reduce their prices without reducing their image
Sales are the one time when retailers tend to strip back displays to just simple graphics, often using a combination of large lettering and the colour red! So I was really impressed when I spotted this display at The White Company at Sloane Square. The upmarket brand have successfully created a display that clearly communicates their sale but in a way that stays true to their strong brand identity. Proving that even though they are discounting their prices, by no means does it mean their upmarket signature style is impacted.
Using mannequins, examples from their product range and giant scripted lettering, all in their signature white, the brand create an elegant and effective scheme. The element to the display that allows it to be a success in my opinion, is the lighting. By positioning spotlights over the letters they prevent the all white display from looking bland and allow the word 'sale' to pop out.