Take a cursory glance down your high street and your eyes will be befuddled with adorned shop windows, stuffed with products, dressed up as the answer to a Happy Christmas…
Well, all windows, but Regent Streets’ Liberty London who have, for the first time ever decided to include no products whatsoever. Instead, the visual merchandising team have opted for a quintessentially Christmas scene of the Nutcracker; currently running at the Royal Opera House.
Liberty have encapsulated the real meaning behind Christmas with this one swift move; one which doesn’t require oodles of gifts under the tree, but one which is about nostalgia, child-like excitement and feeling. This is a move towards a softer-sell.
We are seeing other brands riding the coat tails of a “Home for Christmas” tag line, which is most strategic. In a hectic world, we are nowadays easily reassured and comforted by the word HOME, which in turn engenders feelings of warmth toward the brand too – clever stuff!
Whichever way, enjoy these seasonal promotions, and take note for next year, too!