Benetton
The United Colors of Benetton has long been bereft of color. For several years, they have solely relied on neutrals to lure their customers. They have opted to become yet another plain Jane retailer for the consumer who wants safe traditional looks in colors that will never date, or disappear. It’s LL Bean with an edge. This is a strategy that many retailers have exercised. Thus far, with a tenuous economy, and customers reticent to reach into their pockets to purchase a color that looks great this season, but might look passé next, are most welcome.
This year’s holiday trim bears out their hypothesis. It is an abstracted conical shaped, read: Christmas tree, done in tiers of ivory colored wool. The fabricated tree incorporates elements of macramé, Irish knits and pom-pom balls swags like garland. It looks hand made, and sort of crafty, but in reality is manufactured. Unfortunately, for the retailer, it is still more interesting than the drab garments. If they sold the tree, I might have purchased one.
Aldo
Skipping Christmas altogether Aldo heads immediately into New Years with its faux disco graphics of a comely young woman and a bespeckeled, albeit attractive nerdy (think Parker Brothers, “Dream Date”) young man presumable at some sort of a retro party. References to 80’s hairstyles, Madonnaesque clothing and hipster suits take us to a karaoke like gathering where the guests are flanked by (non-working) vintage utilitarian lights dipped in silver sparkles. What pray tell is the point of investing in lights that do not work?
The Aldo windows are representative of advertising as display. It is sort of an easy way out for retailers. It is really “old hat”. Seldom is advertising so great that it replaces actual trim. Shoes are evident in the window, but not in the graphic which is the central element. The window becomes a magazine ad with as much investment. I just turn the page.
Shoes could be such a great category of merchandise to display if someone would just exercise some imagination.
Banana Republic
A store that I frequent. A store that sells better clothing. A store that understands “fit”. A store that Tim Gunn loves! Banana Republic has so much going for it…except its windows. I wanted and expected so much more. Overall the windows seem tired and blasé. There are white silhouetted leafless tress, standees, to suggest a forest like atmosphere and just a few strands of mirrored Payette’s are stung on monofilament, meant to suggest shimmery light or snowflakes. However, on Fifth Avenue, that’s right Fifth Avenue, with it street traffic, luxury address, and huge oversize Rockefeller Center windows there were as few as two tress and three stands of Payette’s in each window. I understand that budgets are tight, but this was just miserly.
I did walk to the side windows where at least I found one crescent moon with a seated female that filled the window proportionally.
Bergdorf Goodman
More reliable than the College of Cardinals is the Visual Merchandising team at Bergdorf Goodman’s. Like the Pope, they are infallible, perhaps sanctimonious, but deservedly so. Each window is better than the next. Each window is distinctive and idiosyncratic. However, collectively they coalesce. The narrative is about the magic of travel, whether in a Ford Model A with helicopter fan, or a classic Schwinn two-wheeler dripping in ice. I will not belabor the point with my interpretation, but instead share just a few of the windows with you.
If you are ever on Jeopardy and the category is Pot Pourri, Alex Trebek might ask you… “This retailer is said to have the best windows in the world“, the answer will be “Who is Bergdorf Goodman’s?”
Chanel like every other retailer is incorporating paper (trend alert!) as a central design element. It works, but only half-heartedly. The Christmas trees are okay, and looked like oversized folded doilies, but who under the age of forty really knows what a doily is? The windows are clad with doileyesque PVC vinyl adhesive transfers of doilies and the back wall is illuminated with a laser cut lighting gel of a superimposed doily. Its all works in concert. It is proportionate, composed and balanced. The clothing is knot, boucle and wooly, if not at all lacy. However, for a luxury retailer the “come away” is not really opulent or glamorous, it is somewhat reductive. It has charm, but lacks holiday spirit or magic.
I adore Mr. Lagerfeld. I admire Chanel. However, this holiday widow is too juvenile and naive. Chanel continues to look more that Bolton’s.
Anthropologie
A store that really needs to be on the top of every visual merchandiser’s radar. Once again, Antrhroplogie continually creates the best windows. The visual merchandisers are so talented that the corporate office supports their creative endeavors. Allowing each store to “tweak” (personalize) its windows. Now that is confidence!
I just love the charm, the hand made props, the ability to story tell. The windows mesmerize customers and make you want to enter inside. An inside where the message is even more fully developed.
I love the sun drenched green pine boxes in dozens of shapes and sizes, banked to look like a Christmas tree. Inside each box was an item for sale or one of Antrhropologies vintage collectibles. This window is the personification and the physical embodiment of what the retailer represents. Individuality, design, nostalgia and cleverness.
If this was not good enough. The front windows play with scale. Anthropologie creates paper pinecones made from recycled cardboard product. Oversize fir branches with straw broom needles and a pinecone almost ten feet tall made out of burlap and flour sacks will tell you that this retailer is special!
Hugo Boss
With huge plate glass windows before them, and windows that open up into a beautiful downtown interior, Hugo Boss makes an interesting choice to work… small. There below you is a miniature of a snowy mountain flanked by fir trees with stuffed animals cavorting, having fun, making angels in the snow and sliding down a hillside on their bellies, (a conveyor belt really). If you are an eight year old shopping in the meatpacking district, you will enjoy this window. If you are an adult, you will ask yourself yeah, it is cute, but what has it got to do with the store? Perhaps at Christmas time everything does not have to make sense.
Independent Shops
There is always good work to be celebrated. It is affirming that so often small stand-alone shops with little to no visual budgets or dedicated merchandisers create some of the best windows. These windows reflect the point of view of their idiosyncratic owners and not some dictate of the corporatized conglomerate concerned with “brand equity” Here are a few stores that really liked.