This window display is *MEH* and falls short of the intention of a powerful campaign. Is this not where it matters? Why is this crucial part of the campaign ignored? The display has great props but the window dressers have not applied any of the display placement principles, there is no composition in the display and please give your dressers some much-needed lessons in dressing and styling your mannequins.
What is wrong with this display?
1. The very important backdrop poster, with a visual of b.o.b. one of the adidas brand ambassadors, is hidden behind the sadly dressed mannequins. Place and position the mannequins on the side closest to the entrance or placed into a group-cluster in the other window.
2. The mannequins are without any attention to styling or co-ordination and they just look meh. Please have a look at some of the many fashion blogs, like CinderandSkylark, on South African street style to find out how we are dressing because it is not like those *yawn* mannequins. The point of mannequins in a window display is to show your range or current co-ordinateion of merchandise. Mannequins that are dressed-up and styled encourage the shoppers to buy into the lifestyle (is that not the point? or am I getting something wrong here?)
3. I love the half pyramid stacking of the old tv’s and it could easily be on the other side, leading your eye down into the centre of the window decal and guiding the shopper towards the store entrance. This window display has all the right ingredients, it simply lacks the care and attention which could have made an outstanding window display for an outstanding campaign.
It is my wish that brand managers would spend as much money on important store activations as they do on advertising and events. Good window installations and events at the store level are where it is all at …. here inside this store ….. with my wallet in my hand surrounded by your amazing merchandise — OR — not, because you have failed to attract me into the store. If you can’t get it right in the mall, what is the point of your campaign?
Please Note: I am happy to report that I walked past this display on Friday and the mannequins have been moved it is a big pity that the display was not done right the first time. I have to add that the mannequins still have not been styled properly and still look meh!
Here is some visual insight into my thinking.
If you have a look at some of the street styles shot on the streets of Cape Town, curtesy of CinderandSkylark then consider this when you dress your mannequins. Notice how all the individuals have accessories, glasses, bags/packs, hats. Notice how the individual styles themselves, sleeves pulled up, rolled, flick of a collar, pull of a zip, hood back, hat high, hitch dress up over belt, add in socks, consider laces and hands in pockets. These are only a few examples of some street style fashion but things that every window dresser should consider doing when dressing their mannequins.
The intention of the adidas campaign is to be twice as powerful as the last one done during the 2010 World Cup. The objective is to make the brand more accessible to everyday life and to satisfy their customers needs. The campaign is all over tv, the internet, social networks, in art galleries, night clubs, outdoor media, in magazines ….. at music events and so much more …. So my question is …..why not do it right at the store?
Thumbnail image from After the Circle