Storefronts may be billboards that express retailers’ brands but it is display windows that ultimately speak directly to the shopper on a more intimate level. Display windows are an opportunity for the retailer to make a compelling statement that captivates the shopper’s attention, generates excitement and entices customers into their stores. They are also an opportunity to connect with the community by reflecting what is most relevant to customers in that moment – whether it’s back to school time, the cusp of a new season, a holiday or a local event.
It seems that the Toronto International Film Festival (TIFF) which started a week ago and winds up this weekend, would be a perfect occasion for retailers to make a splash with their display windows. With the international spotlight on Toronto, visitors from all over the world in the city and Torontonians basking in the palpable energy (not to mention the celebrity factor of the event) there was an opportunity for retailers to tap into the excitement and increased exposure.
As I strolled along Bloor St. and through Yorkville this past week I was left disappointed. Few retailers had made any real effort. Sure, there were the official sponsors (Hugo Boss, Zara) whose windows were emblazoned with the official TIFF logo, yet their windows accomplished nothing more than to highlight their fall collections. While Guess made an attempt with their ‘Lights, Camera, Action’ window, Roots seemed to be the only official sponsor to both customize their window and provide a unique and compelling Canadian tie-in through their capsule collection of T-shirts and sweat shirts celebrating the 75th anniversary of the iconic National Film Board (NFB). Whether calculated or coincidental, the product line perfectly leverages TIFF, demonstrates Roots Canadian heritage and appeals to our oh-so subtle national pride.
It was the retailers who didn’t benefit from official sponsorship that proved to be more inventive. BCBG put together clever paparazzi inspired display windows that trickled into an interior display and Davids Footwear made red carpet references. Even Harry Rosen created a very subtle, almost invisible homage to David Cronenberg in one of their windows. Retailers in other neighbourhoods got in on the action as well, Snug and Parade on Danforth, and The Detox Market on King St. West to mention a few, had some fun with it.
Sadly, for so many retailers, the opportunity to create compelling and relevant TIFF related display windows was missed. Take a look and judge for yourself!
