… and you didn't even know it!
Welcome to our first post in our series on CONSUMER INVOLVEMENT MARKETING.
The song “How Much is That Dog in the Window” and the hit 80's movie “Mannequin” have two things in common – they both speak to the willingness we have as consumers to be attracted to… window displays.
Retailers recognize the importance of a window display as the first point of contact between a store and the customer – its a critical first impression, has the opportunity to define what the store is about and allows a creative form of advertising for the retailer that may not be available simply in print or media. It's basically an acquisition point for retailers to draw us in and make us know > like > love their brand.
While no one has really discussed how much money is spent on the most spectacular holiday displays in flagship New York City retailers such as Bloomingdales and Saks Fifth Avenue, Sam Joseph was once quoted saying it took nearly 11 months, 150 full time workers and hundreds of thousands of dollars to create the Macy's Miracle on 34th Street display in 1999.
An insider (former employee) of Limited Brand's Victoria's Secret we met reports that changing out the floor set every 4 – 6 weeks brings in repeat visitation from both loyal and newly acquired consumers based strictly off design that supports both classic and new product offerings. Proof is seen as Victoria's Secret has one of the largest revenues per square foot of any retailer. In the 1990s they used a very pink and gold victorian model for their stores. As time progressed and the popularity of their catalog and fashion show took off, the stores became more essence oriented in making women feel like their models, also known as Angels. The Caesar Palace flagship even goes as far as creating a runway concept to mirror the fashion show. The business of bras and panties went from something intimate to something everyday and aspirational. Their PINK line even targets the younger crowd, while their beauty products compliment the overall purchase with perfumes and make-up. However, their target market is limited to one's size in their stores and most their employees fit this profile (sound a little Abercrombie & Fitch to you?).
The next time you are at the mall, take a closer look at those windows. What story are they telling you and are you willing to listen. Now take a moment, and share with us your favorite window displays.
Until next time where we talk “B” for Brand Ambassadors.
A + R