Menu open image Menu close image
Lisa Malin, Marketing Manager

Following our recent blog that explored visual merchandising techniques and in homage to April Fool’s Day, we take a look at how retailers and brands can bring humour and fun into retail displays.

Humorous images and in-store displays can be a great way to capture consumer’s attention and inspire them to buy.

Tongue in cheek

Irony and nostalgia is a common theme in retail, especially for luxury brands. Cutting close to the line and being playful can be a dangerous tactic but when it works well it can create a successful and memorable campaigns. For example Chanel’s AW 14/15 show used a vintage supermarket theme to showcase its new range which brought a sense of fun to the launch.

chanel-aw14-1

Viral Reach

One factor that makes something go viral is humour and this can transcend into in-store campaigns. The use of light-hearted parodies and tongue-in-cheek humour can create buzz around a brand. It is important for brands and retailers to consider how the tactic fits with their overall brand content – a one-off video won’t work in isolation.

Cheeky window concepts

Simple ways to raise a smile is an eye-catching window display. If it inspires someone to capture it and share with others it can quickly go viral. We saw two great examples of this in December last year – JC Crew Snowmen window display and the Henry Vacuum cleaner nativity display. Both got shared thousands of times on social media.

j-crew-1

Summary

Brands can use humour to create impact, but it has to be for the right reasons. Millennials respond well to humour as they have been brought up in a content-rich generation. But it is important to remain authentic to your brand values and avoid looking false.