From Mercedes-Benz Fashion Week’?¬¶ Where exactly do live window-displays fit into the fashion-marketing equation?
In my mind, Mercedes-Benz Fashion Week is synonymous with amazing designers, the hottest trends of the season, live runway shows’?¬¶ and window-displays? As I was reading this month’s BizBash New York, I came across an article titled ‘Fashion’s Night Out: Retailers Put Text Messages, Showering Models, and Candy in Windows.’? I was struck by the retailers’ innovative use of window-displays to engage potential customers and spark WOM ‘ after all, compelling content is what consumers talk about and what they share with family and friends both on and offline.
In my opinion, Daffy’s and Gant both did a superb job of creating an unusual window display during this year’s Fashion’s Night Out. Daffy’s transformed their windows into changing rooms and passersby could SMS the models suggestions for outfits. On the other hand, Gant created a working shower in the window of their Fifth Avenue storefront that conveyed a sense of sportiness in-line with their fall collection.
Live window-displays, such as the ones that appeared during Fashion Week in NYC, represent a new way of communicating with shoppers; they bring potential customers face-to-face with the brand to create a connection and long-lasting impression. From live entertainment (think cabaret acts and puppetry shows) to styling competitions to unusual demonstrations, it is evident by these interactive displays that decorative windows are a thing of the past. As retail environments become increasingly multi-channel in today’s digital world, it is important to incorporate similar engagement and interactive elements throughout all touch-points of the consumer journey.
As technological advancements and customer interaction experiences evolve, our expectations as consumers become more complex. Thus, I’d like to raise the question: if a model showering in a retail window-display is not compelling enough content to spark WOM, then what is?!
