Department Stores- Selfridges and John Lewis
I went to Selfridges and John Lewis in Oxford Street to look at various designer perfume brands and to see how they are displayed.
Selfridges:
- Dior
- Chanel
- Lancome
- Gucci
- Yves Saint Laurent
When going to Selfridges, all of the designer perfumes had quite large displays. They were usually displayed on platforms to add height to the compositions and some of the perfumes had lights underneath or were lit from the back so we could see the shape of the perfume bottle clearly as well as the colour of the fragrance. They also have screens near the perfumes playing the adverts for the brands to add to the mood of the display and add visuals to persuade people to buy the perfume. The display I was drawn to the most was Dior's as they had a black and pick colour scheme which linked to most of there perfumes such as Miss Dior and Joy. J'adore is gold so they placed it away from the black and pink perfumes so the colours didn't clash. There was also a big emphasis on the logo as one of the most important elements of a perfume is the brand. The brand can show how good the quality of the perfume is. Most of the perfumes have three different sized bottles ranging at different prices, 30ml, 50ml and 90ml. From going to Selfridges I was able to look at various displays and perfume brands to see what the most popular perfumes are on the market right now.
John Lewis:
- Mont Blanc
- Dunhill
- Narciso Rodriguez
- Elie Saab
- Issey Miyake
- Dolce&Gabbana
- Valentino
- Versace
- Burberry
- Miu Miu
- Hugo Boss
- Mugler
- Michael Kors
When I went into John Lewis I found that there wasn't much of an emphasis on the displays. All the perfumes were displayed in ones place but they did have the brands on top of them. I found that John Lewis had more brands than Selfridges. Most of the displays were at the windows so people passing buy the shop would see them and hopefully it would persuade them to go in the shop. These displays had little elements that related to the perfume like glass shards and coloured lights as well as diamonds. By using these props in the displays it makes the perfume look me luxurious as it give the illusion that if you buy the perfume you will become more desirable.
