When it comes to selling women's clothing the art is in getting customers to see how they might look in an outfit, which is why dress shops have changing rooms and mirrors wherever one turns.
But what if yours is a new store that's yet to open?
That was the challenge facing Blush Dessous, a German lingerie and clothing chain as it was preparing to open a store in the Charlottenburg area of Berlin.
It took that challenge to its agency, Glow GmbH. The creatives at Glow came up with was a very simple yet savvy solution, and at almost no cost, after seeing a picture of the storefront.
In windows on either side of the store's entrance they put up images of two models, one in Blush lingerie, the other in a stylish dress, against black backgrounds. The models were complete in every regard but one. In place of their heads were mirrors.
Above the images, written in white against the black glass, were the words: "Imagine yourself in Blush Dessous."
A woman walking by could stop, stand in front of the window and see her face in the mirror and the outfit as it might look on her body.
"The idea for the installation came almost immediately after looking at a photograph of the soon-to-be store’s shop windows," says Yannick Labbé, copywriter at Glow. "What is the instant reaction when you walk past shop windows? You take a glance at yourself in its reflection."
And so it was. "Even as we were installing the element in the window, people passing by stopped and looked at themselves dressed in Blush Dessous," Labbé says.
