We may only be in the third week of January but I have already had a busy start to 2014, namely the installation of Primark’s spring window schemes.
Primark have started a new approach to showcasing their trends for spring 2014. By moving away from a standard format of a window for each department of the store, e.g. Menswear, Ladies wear, Kids wear, Home ware etc, they have now started to feature window schemes tailored to a specific collection or brand. The first of which were for women’s Atmosphere workout and men’s Admiral workout seen here below-
The result is very effective, highlighting brands that a passer-by may not be aware of unless they have spent some quality time in store. It creates more of a department store feel akin to Selfridges or House of Fraser and adds more value to their brands.
It will be interesting to see more schemes of this kind throughout the year, showcasing the range of their brands to the passer-by such as Early Days, Secret Possessions or Essentials. Maybe this approach will coerce even more shoppers inside to explore their many brands?
What do you think? Can Primark compete with high end department stores to market their brands with this approach?