BlueHornet & PacSun Present: The Rise of Omni-Channel Marketing
PacSun Window Display 2015
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Transcript of PacSun Window Display 2015
![Page 1: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/1.jpg)
WINDOW DISPLAY: FCS 453. Dr. CHo
Shantell Alcazar, Ja’juan Graham, April Brakefield, Africa Martinez, Wendy Posada
![Page 2: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/2.jpg)
Before
![Page 3: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/3.jpg)
BEFORE - MEN’S
● Simple, ordinary window display
● One window decal● Wood pallet to create a
“scene” for their open back window display
● No graphics or backdrop
![Page 4: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/4.jpg)
before- women’s ● Signage (window decal) hides the merchandise
Spot light reflecting off of top signage, making it more difficult to see signage
Accessories were included on the outfits
Tells a storyDefines the targeted customer
Appeals to teenagers, and young adults
![Page 5: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/5.jpg)
HOLIDAY CAMPAIGN INSPIRATION● Added “Familiar
Symbols” for Holiday display
● Pacsun winter colors: white, silver and pastels
![Page 6: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/6.jpg)
Inspiration - Men
Jogger pantsSneakersButton up shirtcasual, work attire, and
nighttimeUrban JacketSweaterJeans
![Page 7: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/7.jpg)
Process of creating the window display
● Store manager suggested current trend, joggers
● Created 3 different outfits for the three targeted consumers: casual, fashion leader, trend follower
● Outfits all included a jacket or long sleeve fit for the season
![Page 8: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/8.jpg)
Mens Display
● Accent lighting● Silver decorations to represent the
upcoming holidays● Subtle decorations to highlight
merchandise
![Page 9: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/9.jpg)
Womens Display
● Ensured that the various merchandise that are available in the store are displayed
● Theme of the windows reflected the Holidays that the consumers will be experiencing
● Usage of colors reflected the cheerful season that is approaching
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● Halogen Lighting presented a focal point on the brand “On The Byas” sweater.
● Decorations presented in a minimal way to attract men● The pants rolled into the wooden crate represented “presents” under the
Christmas tree● Store manager suggested to present “Vans” shoes because it is the current
trend amongst their targeted consumers.
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● Separation between the actual store, using signage Signage represented the current season
● The current holiday seasons make it easy to create a story behind the products chosen for the window display.
● Other brands used in the display: Been Trill, Modern Amusement, Bullhead denim
![Page 12: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/12.jpg)
After: Men PACSUN Trends: target consumer
Graphics: Create look of store, backdrop
Lighting: HalogenCOlor: neutralsProps: Pipe hanging rod,
pallet, crate DecorationsDesign Elements:
informal, linear
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● Hats; for repetition● Color: complementary & white
for neutral, familiar colors chosen to represent the “Christmas” seasons
● Advancing warm colors to create excitement
● Holiday decor● “Diagonal lines” for
action● Prop, color scheme
silver and white
![Page 14: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/14.jpg)
● Texture: to create contrast & create a scene
● Fake snow, silver plants and glitter Christmas tree brought out the current season and visually caught the attention of consumers who are gift shopping.
● Products used: LA Hearts, Kendall & Kylie
● displayed 3 outfit combinations
Womens Display
![Page 15: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/15.jpg)
After: Women PACSUN Trends: 3 Looks &
Accessories Graphics: Lifestyle & Store
identityLighting: Halogen accent
lightingCOlor:complementaryProps: Crates, pipe stand, and
holiday decorationsDesign elements: Repetition,
optical weight
![Page 16: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/16.jpg)
● Incorporated Principles (rhythm & emphasis) , elements, color, lighting, as best as we could using what was available to us
● COmbined our current knowledge with PACSUN store image to convey window display
![Page 17: PacSun Window Display 2015](https://reader034.fdocuments.us/reader034/viewer/2022052318/58a26a231a28abb92b8b72a3/html5/thumbnails/17.jpg)
Before
After
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Frustrations: keeping the main goal in mindfeedback from store manager
Experience: Hard to keep personal opinion separate from corporate instructionsGreat team experience Dressing the women's’ side was easier for usDressing the men’s side was harder
Conclusion