We have been cooperating with the official representatives of the American brand Tommy Hilfiger for a long period. It was a great honor for us to work on this project. As a part of the system support of the official Tommy Hilfiger stores in Ukraine, we have implemented the following tasks:
In most cases, the elements of the store’s window display design were delivered in Ukraine by Tommy Hilfiger, in order to maintain the brand’s united concept. However, sometimes, the need for presenting the new brand’s products occurs before the delivery. For example, it happens when you need to be the first player on the market to run an advertising campaign in order to beat the competitors. In such circumstances, the Ukrainian representative office of Tommy Hilfiger is required to produce its own SALE window displays.
Developing the design of the window displays, as well as performing other tasks for Tommy Hilfiger, we have adapted the official information and materials from the brand representative to the specific features of the Ukrainian market in accordance with the rules of the company. When creating a SALE window display, we used images from a themed photo shoot of Tommy Hilfiger’s models.
The need to adapt visuals and information received from the representative of the brand does not leave much room for creative work. Despite that, we managed to add something unique to the design of Ukrainian SALE window displays of Tommy Hilfiger. This unique element was the TH logo presented in a non-standard way.
It consists of the inscriptions "sale", made in the brand colors, in three languages – Russian, Ukrainian and English. For visualization, we used large and small fonts by analogy with a running line. A swarm of tricolor inscriptions of different sizes formed a recognizable image. Seeing a storefront from a certain distance, buyers only noticed the oversized logo. Then, coming closer, they saw the message itself, which was encrypted in it. The official representative of Tommy Hilfiger highly appreciated our unique solution.
We have also rethought the traditional flow of some visual design elements of SALE window displays. We replaced small signs that indicated the volume of discounts, which are usually used in Europe, on those of a larger scale. They are much more effectively perceived by Ukrainian buyers, which later, as the practice has shown, is converted into sales growth.
What makes our solutions unique and effective? The answer lies in the non-standard approach to the work that we apply. Before proceeding to the implementation of the tasks, we deeply immerse in the specifics of the company. We as well study in detail the target audience of the client.
Working with the official representative of Tommy Hilfiger, we participated in the development of the concept of opening new official stores in Ukraine and the organization of events. We greeted the customers as if they were VIP. The invariable attribute of such an event – the red carpet – allowed us not only to emphasize the shop among others and to grab attention to the fact of its opening but to show our attitude towards clients as to the privileged, status guests.
Preparations for the opening also included the development and visual design of the teaser-stickers "Opening soon" with conceptual images that were placed on window displays.
Experience in this field has provided our specialists with the speed of response, the accuracy of solutions and an integrated approach. We indeed manage to create unique solutions that bring the client's business to a new level. To do this, at the start of the project, we always use a system audit and are guided by its results to deeply dive into the specifics of the company.
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