Luxury group LVMH-owned Thomas Pink is, essentially, a shirt retailer that sits at the top of a pile of merchants all of whom circle the same shopper: the successful, or wannabe successful, male who needs to look slick and professional.
In terms of price it sets itself some distance apart from rivals and this store, on London’s Sloane Street, uses the brand’s signature fox (supposed, presumably, to embody the notion of a raffish English gentleman) as the uniting emblem for a series of windows that really does make this a store worth looking at.
The principal window actually features a cartoon-like fox in a pink hunting jacket. Quite what this has to do with the white shirt and pink tie that are in place on a bodyform in front of this is anybody’s guess, although perhaps the inference is that, if you wear a shirt like this, you too can be a fox.
Nevertheless, it is the Pop Art-style use of colour and the uncomplicated nature of this window that has particular appeal.
The theme is continued in one of the store’s smallest display windows around the corner. Here, the Pop Art foxes are used as a repeated motif for a display of white collars with associated brightly coloured ties, which pick up on the tones of the backdrop. And to tie the whole thing together (apologies), the strapline in the main window reads: “The fox is in the detail.”
As an exercise in taking a relatively mundane commodity and making it work hard in combination with a brand icon, this is about as good as it gets and this is one of the more arresting window schemes around at the moment.
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