Customized lit displays, like this one
created for Versace's fall windows, show
this company's abilities when it comes to
personalized signage. Various colors and
G e t O u t t h e B r a n d i n G i rO n s
Times have changed. Brand marketers are now turning to store
fixture manufacturers for contemporary, higher-end designs to tell a
Consumer brands are asking manufacturers to conceptualize
and design merchandise presentations that support products'
interactivity (such as the display King Retail Solutions did for Mobi
smartphones), or provide custom elegance and fashion (as Visual Citi
did for Versace), or help brands with flexibility and consistency for
national shop rollouts (as Fleetwood Fixtures did for Haggar).
The addition of graphics, lighting and wiring provide excitement
and eye-appeal, but also solid durability and designs that are easy to
handle at the store level.
Brand manufacturers are discovering that the fixture industry can
be an effective strategic partner, with experience and understanding
of what works in the retail environment. -Steve Kaufman
Table of Contents for the Digital Edition of VMSD - January 2014