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An interesting retail concept at Stella McCartney’s store in Rome

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In the Stella McCartney shop in via Borgognona in Rome, I have discovered an exciting retail concept for you. It consists of two LED panels that allow you to vary the background in behind the products.

The effect is quite captivating and allows you to create different atmospheres that correspond to the brand’s universe. The result is also very eye-catching when it gets dark.

As you can see below on the different pictures, I took, place the product on a transparent table to get the desired effect. The same product can be found in different contexts and stimulate the imagination of the passer-by while evoking the brand’s universe.

Attracting the customer’s interest: a question of repetition

If you read this blog regularly, you may know that I firmly believe that repeatedly displaying the same product in a shop window makes buying easier. I have given several illustrations of this (see my article here), and I have explained that repeatedly displaying the same product in the shop window in different ways makes it easier for the brain to process the information and to come to a choice more quickly.

The example of the Stella McCartney store is a little closer to what I advocate: the same product but in different variations. Here it is not the product itself that is varied, but its environment. So you can compare the various settings with each other.


Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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