Smart retailers get it right, from the inception of the season's collection down to every element of advertising and visual merchandising.Case in point this Holiday - GAP.
The red, white and black plaid theme plays out in GAP's energetic TV spots, print ads and store merchandising. The plaid product supports the ads, the ads support product. A circular reference that reinforces the message with every viewing.
GAP store windows are decked out in cling photos of models in action poses. The pine trees and gift boxes are wrapped in plaid. Even the text windows have a plaid feel. And, all done with a sense of humor using very creative copy writing:
2 - 4 -6 -8
'Tis the Time to
Liberate
We can do it modest
We can go all out
This Holiday
is up to us
to whisper, scream, or
SHOUT
Price point advertising on the GAP website takes the plaid message even to the miniscule level of the choice of red and black plaid font. Now, that's a total integration of the theme.
Throughout the store, touches of humor abound in the price point signage with clever captions: "Comfy Cozy, Soft as Snow. GIVE these PJ's and wrap them with A BOW $39.50." "She's Hoping for a Ring but that's Just not your Thing".
There's more subtle plaid at work throughout the GAP stores. Check it out yourself this holiday and see if it's not somethinig to shout about!
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