Louis Vuitton might variously be associated with logoed luggage, luxury accessories or perhaps an all-round upscale lifestyle, but it probably wouldn’t be the first retailer that you might expect to find any kind of connection with low price.
Yet the current window scheme that it has installed in a number of forms across the continent illustrates the primacy that a good idea will always have when set against merely throwing money at a problem.
This branch is in one of the beautiful Victorian arcades that makes shopping in Leeds such a pleasure and uses white card shirt-fronts with razor-sharp collars to act as both frame and backdrop for an expensive-looking suitcase. The shirts are eye-catching in their own right, apart from the fact that they serve to draw attention to what lies in their middle.
There is also a sporting chance that initially you might not even notice the suitcase. This too doesn’t really matter, as what is important is that you are paying attention to the retailer’s window, rather than those of others.
For those who have visited Paris’s Boulevard Saint-Germain of late, the same scheme can be observed, except that in this instance it’s aimed at women and features the same white shirts, but this time they have lacy collars and are arranged in a circle, rather than a square.
As well as looking good, the Louis Vuitton windows also carry the pretty obvious benefit of being cost effective – this is the kind of thing that can be created almost at the drop of a piece of white card.
The best retailers understand that striking simplicity will almost always trump a mannered piece of visual merchandising.
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