From our Headquarters in San Francisco, we design and produce across all 600+ fleet stores. This design will be in all stores around the globe from January 3rd to February 7th, 2013. My intent with the window set is to engage customers through the use of graphics, messaging, color, and styling to increase foot traffic on a global level. The windows need to have high visual impact, while also portraying the style and sophistication of Banana Republic as a global fashion brand. The graphics, messaging, and imagery all need to drive the sale and merchandizing of featured seasonal product for both men’s and women’s clothing. Key visual themes and designs are developed months in advance of production.
January’s window set keys off of bold graphics, stripe, pattern, and color in wide strips that layer upon each other. These strips are rolled at the ends at different heights for a wallpaper/interior effect and color accent. This layering provides visual depth and interest to the display. We chose to break from the traditional use of photographic imagery and use ONLY graphics and color. This is a progressive and bold step in our window display.
While the window creative needs to be visually uplifting and interesting, it also needs to be produced on a budget of approximately $100 per window. In addition, it needs to be able to be constructed and installed by untrained staff in the stores. This is one of the most challenging aspects of the job.
Designed by Mark James