Dockers new Liquid Repellent Pants had to be displayed in a totally new way. Nick Vance, Dockers‘ retail Marketing Director said: "Our goal in developing both our window and in-store P-O-P campaigns for the launch of Dockers Liquid Repellent Pants was to engage consumers in the benefits of our innovation through product trial. Quite simply, you need to see the performance of our Liquid Repellent fabrics to appreciate the breakthrough we have made in our category." The window displays had to be totally re-usable, each display servicing several outlets in turn for up to two weeks at a time. Then in-store units had to be permanent solutions designed to echo the window displays and generate real interest in the new product. |
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The interactive window and P-O-P displays are first in the fashion world; To demonstrate the water repellent attributes of the trousers inside the window display, water is splashed by activating a mechanism on the outside of the window. Combining flammable materials, water and electricity in the same solution, and had to meet the Health & Safety regulations of each country. The in-store displays had to be very simple to erect and dismantle, and withstand the effects of the pants being "wetted" with water over 120,000 times at each location. The project utilised the services of Bristol University’s laboratories where the displays were tested for durability and performance. Result Some 3,500 in-store units of three different designs and a total of 37 interactive window displays were produced for distribution and implementation throughout each participating country in Europe. The launch phase lasted four months with over 100 stores displaying the interactive window. |
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