Well we all know that Sale is a period every season where a creative dreads their window display or in store collateral being over taken and over shadowed by massive red Sale signage. But long gone are the days when you have to totally block out your window display with horrid red banners, or vinyl your entire window display like Next for their Boxing Day sale time!
Also Sale happens a lot more often than it used to, with the addition of Mid Season sales, promotional offers, Sale continues in-store that still hang on when full price kicks in. So this means retailers have to have a kit of promotional material that will work for any Sale or promo offer, as these are quite often reactive, so they’ll need to be able to turn them on pretty fast! But what I am seeing, and it’s refreshing from a creative perspective is people making their Sale collateral and designs work more with the store environment and from an omni-channel perspective. Now I’m not saying Sale should blend in either, we all know it needs to stand out, but it can be done in a sensitive way. So designs that appear in the window follow the customer online, so they see the same creative and recognise it as an offer.
Examples of the windows I mentioned can be seen in some of the photos I’ve taken recently of brands such as Oasis who have kept their mannequins and a simple floral scheme in behind the Sale writing and used Pink instead of red as a complimentary colour so it has stand out but also works with the huge floral decal, and still showcases product.
Another great example is Ted Baker, again who are promoting Sale but in a quirky way, still showcasing product but highlighting offers. Zara have used Pink and kept the mannequins in simple white product, but it’s not as brash as something like H&M or Topman who are using digital screens and large outside applied lettering.
Other brands are making Sale more creative by adding interesting elements to the typography, using different colours, methods such as decal transparencies and also keeping schemes in while they highlight Sale in different ways. Below is a selection from brands such as Hugo Boss, Whistles, The Kooples, &OtherStories, Hobbs, Aldo, United Colors of Benetton and Eileen Fisher to mention but a few.