Analysis: Cannes - retail visual merchandising at its best

Chanel

Cruisewear is one of those terms that has an almost pejorative tone about it, yet this has not prevented one of the most archetypically French brands from basing a window around the theme. The window has a monochrome theme, which has been used for the mannequins, and coupled with a backdrop that features black and white images, it makes the onlooker think fashion show meets film stars of yesteryear. Even the props, a white bench and a carrier bag filled with black-wrapped Chanel boxes manage to maintain the sense of pared back glamour.

Etam

There are, of course, exceptions to the luxe law and Etam (yes, the same Etam that used to be found on British high streets) on the mid-market Rue D’Antibes, stands as proof of this.

There is actually almost nothing remarkable about what has been done here and the message is one of economy, in stark contrast to the great bulk of the other retailers in the area.

Putting a lot of trench coats in a row on mannequins against a totally non-descript background smacks not only of lowest common denominator, but also signals a lack of imagination and maybe cash.

Hugo Boss

The German label does not shy away from reference to its proximity to the sea - just across the Croisette. Unlike Moncler, however, the backdrop may be maritime, but the clothes are the sort of thing you’ll find people wearing every day of the week in Cannes.

The vista has been created by strings of vivid blue LED lights, against which life-rings and the shiny ladders found on posh ocean liners have been set. Hugo Boss is sensitive to its location, but putting business suits in this context is a little puzzling in spite of this.

Philipp Plein

Who says that Damien Hirst is not influential? This is dressy (predominantly eveningwear) fashion retailer Philipp Plein and although the garments on the mannequins are what you’d expect in this part of the world, they don’t really get a look in thanks to a Hirst-style, diamond-encrusted skull.

As Cannes is Europe’s answer to Hollywood, it is perhaps to be expected that the diamonds on this skull are paste but, nonetheless, the genesis of the idea is obvious. Whether this will actually help sell more garments is something of a moot point.

Não do Brasil

For those with perhaps more flash than cash there is Não do Brasil, the store that features footwear made in Brazil in bright colours, where no pair appears the same.

Não’s product also functions as a visual merchandising tool and the rest of the shop is left almost dark.

Lighting the stock rather than the shop is fairly common these days, but this one really stands out.

Moncler

This is the seaside, albeit a very manicured one, and Italian-based outerwear brand Moncler does not miss a trick when it comes to emphasising what lies directly across the main drag from its shop - a palm-fringed stretch of the Med.

In this instance, a pair of mannequins are clad in shiny red sou’westers, matching capes and thigh-high red boots and seem to be preparing to take the plunge from a diving platform. The image is simple and arresting.

Dolce & Gabbana

All the world’s a stage and surely this must be the case with shop windows and visual merchandising. And perhaps in keeping with this, tongue-in-cheek Italian designer brand Dolce & Gabbana has turned the windows of its Cannes branch into a Victorian-looking stage where the curtain has just been raised on an asymmetrically fastening polo shirt.

This is a simple and novel idea and a good way of making sure that the merchandise takes centre stage.

Louis Vuitton

Perhaps as a reminder of the kind of well-travelled and independently wealthy writers who used to flock to the Cote d’Azur, Louis Vuitton opts for smartly dressed mannequins posed in front of shiny typewriters. Sheets of paper rise from the latter towards the top of the window. Each of these bears a Louis Vuitton monogram and the same signature at the bottom of the page.

The rest of the window is almost in darkness, forcing a very high degree of attention on to the mannequin and clothing.

Ooxoo

This has to be one of the scariest windows on the Riviera, although whether this was French babywear brand Ooxoo’s original intention is open to debate.

Three malevolent figures stare out from a white background, clad in red, grey and white. Overall, the sense of a miniature Valley of the Dolls is hard to avoid along with an associated feeling that at any moment they may breach the glassline and make towards you. This may make you feel like digging deep for your offspring, but it does seems a little unlikely. Ooxoo may have missed the mark.

Repetto

The store that has ballet shoes at its core creates a stage from its window with footlights around the display space and skinny-legged ballerinas leaping into the air at the rear of the vignette.

There is an almost monochrome quality about what has been done, as the colour