Match Point to Tommy Hilfiger

The bright yellow and the sheer giganticness of the tennis ball caught my eye at Tommy Hilfiger on Regent Street this afternoon. The all-American brand have used the ever popular connotation of the country club lifestyle, more specifically tennis, to create a fun and eye catching display.

While I think the window display is striking, what I think works particularly well in this scheme is how the brand has carried the concept throughout the whole store. (Which is something I don't think brands do enough in visual merchandising!) The second photograph is one example of how they did this by using old fashioned rackets and a range of multi-coloured tennis balls on a shelf above a rail of clothing. Another example, which I couldn't photograph because of the number of staff stood around was a table tennis table complete with net being used to display a range of piled up polo shirts!

French Connection ask if you are man?

Following the success of their 'The Man' and 'The Woman' campaigns last year, French Connection have splashed out this Spring on a new campaign titled 'You are man? and 'You are woman?' The campaign plays with connotations of what it means to be a man and what it means to be a woman.

These images are of one of the store windows that French Connection have launched as a part of this campaign. This display asks men are you man? using the scenario of a man riding an inflatable, not the most masculine of activities! Fun and humour is created by inflatable water and cloud props and of course the male mannequins styling of comical moustaches, speedos and inflatable animals.

I really like the way the brand has covered the entire side of their store with a giant graphic with a big cutout for the window display. Using an image from their print campaign makes the store instantly recognisable as French Connection and creates a coherent message across the different forms of promotion. The combination of the large scale photography, powerful text and humorous props creates a big impact and is hard to miss along the hustle and bustle of London's Oxford Street.

Spring is blossoming at Mulberry

Amongst the doom and gloom of January it was really refreshing to come across this vibrant display at Mulberry. The white cut out dolls allow both the giant pink flowers and Mulberry's spring collection, including the much talked about Tillie bag to stand out.
Part of the strength of this display in my opinion, is the way it ties in with their current print advertising campaign, full of pink hydrangeas, wheel barrows and watering cans: all things Spring!

The best of the sales

After my last post about the White Company I decided to see if I could track down anymore window displays that have used innovation and creativity in their promotion of that four letter word. It was by no means an easy task but eventually I found three displays that impressed me.

The first is Kurt Geiger on Regent Street, I really like the way they have used highlights of red in a subtle and stylish way; in their light bulb signage, in the shoes on display and also in the lips of the otherwise very plain mannequin.
The second display at Anthropologie also on Regent Street, uses playful fonts and patterns to create a composition of key messages about their sale. The third retailer pictured is Vivienne Westwood's menswear store just off New Bond Street. Refreshingly this brand decided to abandon the colour red and use the same vibrant blue as their store signage for their sale promotion. The bunched up giant letters are instantly eyecatching and work well next to the two mannequins, creating a balanced composition that fits the small but perfectly shaped window.

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.

Topshop are swept up in a snow storm

The sheer size of this giant snow globe in Topshop's flagship store was enough alone to grab my attention. As I stopped to look at it amongst the flurry of Christmas shoppers on Oxford street, I admired the giant snow globe set amongst a scene of frosty and glamorous mannequins and props. I like the way everything from the mannequins white afro's, to their embellished evening dresses and fur accessories emanates the frosty theme. Positioned amongst a backdrop of silver and white sprayed shards of metal. This instantly recognisable ornament is represented in a larger than life size full of Christmas sparkle and glamour.

We three kings of Orient are

Christmas has landed and I thought I'd kick off with this gorgeous scheme from Vivienne Westwood. The quintessentially British fashion house has used the three kings characters from the nativity story as the inspiration for their Christmas window displays in their menswear store (see first photo) and their ladies store (see second window.)

The rich tones of coppers, reds and golds emanate grandeur and royalty, while the use of three mannequins and mock crowns help to establish the theme of the display. I love this simple concept, that with clever spotlighting, really shows off the fabulous Vivienne Westwood signature tartans and elaborate prints.