If you’ve ever been to the mall during the holidays, it’s hard not to notice how retailers turn their windows into magical scenes of holiday spirit. Here at Aerie, the planning starts long before the cold weather hits.
This year, the planning process started in June with a meeting that brought together our brand and visual merchandising teams. Our teams began brainstorming different propping ideas for the store windows and discussed what would be feasible for our store associates to build at each location. Every detail was thought about, down to the size, color and number of boxes and whether we would make them or order them. Deadlines for the details happened way in advance of the season, requiring us to have our items nailed down.
The team then gathered at the lab stores we have set up at our HQ, which help us visualize how our actual store locations will look. The team began to work through placement options of print marketing, props and physical Aerie product. No question was too big or too small, including discussions on how high the marketing should be and where to position the GWP totes for the window. They also talked through window decal ideas to ensure we were getting our messaging across. It’s always important for us to keep in mind the different store formats and window sizes per location.
After several rounds of trial and error and getting the windows set up to a point where the team was happy, we walked our leadership team through the displays. This process can have several edits, anywhere from the copy on the marketing to the color of the boxes in the windows. Once everyone was aligned and the windows were signed off, the teams began placing orders for each store in the country. Shipments were sent and the rest was up to our amazing store associates to execute. The final result? Take a look for yourself below!