Different stores have different ways of marketing their brand. Jones and Jones are in collaboration with Topshop and various small boutiques. They have a clever technique in Topshop Liverpool of dedicating a area of the store to boutique ranges this is a effective way of boosting the brands profile. Above are pictures of the ST TROPEZ store they have used props to make the consumer embrace the brand and to show what the collection consists of. Props are a good way to highlight the function of clothing eveningwear could be displayed with chandeliers and streamers. The Chupa Chups lollies show jones and jones have been artistic with their props this shows symbolism and a certain narrative to tell in a store window it gives people a reason to question a certain mystery behind a concept not just a easy answer.
The layout...
A stores layout is critically important. In any business space has to be used effectively and efficiently, it sells to understand the value of space. Products can be allocated set areas in a store for specific trends or looks. From looking at the Jones and Jones blog page I love the use of space between garments in the ST TROPEZ store it gives the consumer a sense of variety and clear options. Competitors like Karen Millen also use this technique to make the store look like each design of garment is individual. I like the way Jones and Jones have used mannequins to show the dresses this gives the feeling to a consumer that the dresses are exclusive and a one off garment. It also gives the a sense of what the dress looks like before you have even tried it on and of course a great use of space within the store layout.
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