Sussan Christmas 2018
Australian fashion retailers need to invest in brands so that we are closely connected to our shoppers. With so many international fast-fashion retailers taking Australian market-share, it’s more important than ever to add ‘razzamatazz’ when selling to Australian customers in-store. Our brands goal was to create a ‘Christmas Luxe’ theme with various high spec temporary installations in windows that also carried through in-store. We decided to focus on a ‘3D golden wreath’ concept that would drive the aesthetic from online, to windows, to instore. The wreath has significant meaning for the Christmas season. Its’ circular shape represents eternity and adds beauty and splendour to the season.
The Christmas text decals were created with computer cut gold foil adhered to the outside of the windows. Then identical lettering in 20mm thick foam-board was plotter cut and adhered to the inside of the window to create a 3D effect. The gold wreath was also computer-cut in gold foil and mounted to the window in an arc shape. For extra depth and impact, segments of the wreath were also produced from gold foil mounted to 400gsm card then plotter cut and creased. A vignette was also printed on ultra-clear and mounted to the gold foil to create more depth and colour to the leaves. These extra shapes were then attached to the window wreath in segments and the leaves were hand creased and shaped for maximum 3D effect.
The window displays were instrumental in driving foot traffic into store. Shopping centres are always busy at Christmas time; therefore the visual disruption was critical in driving traffic into our stores and sales at the till. Apparel sold out instore & online – Although Christmas VM was used throughout November and December, we have 2 phases (updates to merchandise) of ‘inspired looks and gifts’ to keep the windows fresh and exciting. Both phases sold out in store, followed by on-line.
Retail point of sale