In an age when online shopping has become reliable and easy, what does it take to make people actually head out to the stores? The fashion industry is increasingly adopting new gimmicks to add sparkle to the shopping experience.
December is the industry's busiest and most competitive month, and it needs to be ever more seductive at this time of year.
Barneys New York Ginza is known for its range of high-end fashion merchandise, and even in the tony Ginza--a district filled with brightly lit stores and eye-catching window displays--the Barneys window tends to attract the biggest crowd.
Shoppers wait for a QR code to flash up on a screen display. People who scan it with their mobile phone can win a prize. The lucky ones can walk away with juicy gifts, with the top prize being a complete Barneys outfit.
With the recession dragging on, the fashion industry is becoming more sensitive than ever to the floor space it rents--and the sales that result. Displays that disappoint swiftly disappear.
"That's why we challenge ourselves to create window displays that draw customers to the store," said Katsuhiko Taniguchi, creative director of Barneys Japan. "We have to ensure that visiting becomes fun."