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Located on an Avenue aptly called a shopper's paradise in New York City, Bergdorf Goodman is a well known high-end retailer with a flair for visual merchandise. Each year, during the holidays, the legendary store windows attract many a fashionable eye and scores of photographers.
As my photos suggest, this was the year of the fox and a much-needed cross-promotion. The windows depicted sets from "Fantastic Mr. Fox", a movie based on the classic children's book by Roald Dahl. Each of the twelve windows of Bergdorf Goodman Men's Store located on Fifth Avenue and along 58th Street depicted scenes from the film few of which I have captured on a recent visit to the city. The attention to detail made the puppets look almost life-like. The clothes were tailored to perfection and co-branding was achieved seamlessly.
This collaboration is a first for Bergdorf Goodman’s, as never before has his holiday windows been partnered with a major film production house. With the demand for luxury brands hitting a low, this may be one of the smartest moves I have seen in recent times.
As you can see in my pictures, Cartier wraps it up much like last year and Fendi clinches it with a double round. Luxury brands in the accessory segment, each had an elegant touch despite the drop in sales. Hope next year is better for all of us!
As you can see from my pictures, Louis Vuitton hits the nail on the head with their "destinations" theme for this year's Christmas display. Tokyo, Mumbai, London screams the stamps from their Manhattan store on Fifth Avenue. They have successfully managed to promote their brand such that it stands out in the holiday clutter and they have done it without losing sight of the function of the actual product. Luggage = destinations = Louis Vuitton. For a luxury brand in this economy this is a bold step and if I may say so, a beautiful one.
Macy's invented the concept of Christmas window displays in 1862. Even today, Manhattan's famous Fifth Avenue attracts thousands of people during the holiday season...they brave the cold and the crowds to soak in an art unlike any other.
Marketing students will be aware of POP or Point of Purchase advertising which of course are known to make quite an impact on sales if done right. After all, the whole idea of "impulse buying" stems from the perfect display.
Above is the window from Bloomingdale's Dynamic Duo theme from this year. Wrapping up a year of blogging, I will be posting a series of window displays from the streets of New York. Happy 2010 everyone!
