Electric Holiday
By : | December 21, 2012

Traditionally store windows were the first touch point for the consumers; brilliant windows displays grabbed attention ensuring foot fall and maybe even a sale. No wonder luxury brands went out of their way to have the most outrageous, larger than life and dazzling windows. Of course it all went a complete sea change with the advent of digitalization of store windows. During the holiday season in New York Madison Avenue, luxury retailers right from Barney to Bergdorf Goodman always manage create excitement with their spectacular digital window display.

This year it was no different when Barneys unveiled its 2012 windows called Electric Holiday which features a video, hold your breath in collaboration with Disney, that offers an animated look at high fashion as seen through the eyes of Minnie Mouse. In the video Minnie is transported into the world of high-fashion looks and runway dreams by looking at a Barney window. She goes to Paris, where she and other Disney characters participate in a fashion event that includes famous (animated) faces in the industry such as Parker, Lady Gaga, Linda Evangelista, Naomi Campbell among others


In Paris, Minnie Mouse and some of her famous friends become runway models as they show off the stylish clothes. Minnie models Lanvin, the dress she was staring at in the window, while the other characters showcase other big designers: Mickey Mouse in Balenciaga, Goofy in Balmain, Daisy Duck in Dolce & Gabbana, Snow White in Nina Ricci, Cruella de Vil in Rick Owens, and Tiana in Prouenza Schouler.


The effect or result is awe aspiring that goes without saying but what is important to realize is that how brands could regularly incorporate this as a part of their in store marketing strategy. Digital Store windows have an ability to showcase a captivating brand stories in a manner of seconds providing an opportunity to connect with your potential audience through another point of contact. For a retailer this can act as even a larger value proposition because there is a stronger call-to-action which can convert into actual sales. For e.g. Italian fashion house Gucci partnered with Samsung Electronics to make a store window display, which combined physical and mobile commerce to showcase it’s time pieces and jewelry.


Other prospects include the videos or image of the window going viral because consumers or bloggers liked what they saw and started sharing and talking about it. In addition, you can even customize store windows according to countries, regions etc we personally think that it would be an extremely ingenious tactic to use in markets like India which is so fragmented and each area so different from the other.

Capitalizing your store front as a positioning tool can be a great value addition as there is a need to rise above traditional merchandising especially in today’s times when the whole luxury marketing world is going digital…why not luxury brand windows.

Aekta Kapoor is the editor of Atelier, a monthly luxury lifestyle glossy published from New Delhi and distributed across 25 cities in India and Europe. She is also the editor of Atelier Diva, a monthly magazine for urban Indian women. Prior to her current role, she was part of the launch team of Marie Claire India.