A look at L'Occitane and TM Lewin in Nottingham

L’Occitane
Nottingham

L’Occitane is a niche brand that understands how to promote its distinctive product offer. Everything about its store design and shop front has a unified and cohesive feel, creating an impactful, seamless and highly appealing brand message.

Signage is bright, bold and clear, using a striking serif logo in mustard yellow; it’s a high impact solution tastefully done. Other features include pots of real heather at the entrance, which help project the brand message of traditional values, expertise and the country.

Think wholesome ingredients and unhurried service: a beauty store with a difference. This is a French version of Crabtree & Evelyn, but less twee.

The window displays are very on brand. The promotion features beautifully shot, close-ups of the Grape product range, tying in with product packaging and show cards to give a simple promotional message. Displays are at eye-level to catch the attention of passers-by. Bunches of faux grapes, wooden baskets and rough timber boxes add to the rustic look, making an attractive backdrop and telling a clear product story. Space is well-used and densities are appropriate for the products displayed. Small spot lamps create a naturally lit feel for products in the displays.

This display is executed consistently in all branches nationwide and beyond. It is a strong example of a brand with a small store footprint making a big mark on the retail landscape.

TM Lewin
Nottingham

This discreet store is a gem. Unlike its bigger and louder cousin Thomas Pink, TM Lewin is a brand that has been quietly evolving its retail offer.

The window displays have a simple and timeless message and style – much like the product itself. Elegant, sophisticated and oozing quality. The monochrome point-of-sale backdrop portrays a tailor’s table, showing patterns, tapes and other tools of the trade. It is all simple and stylish, instantly telling the brand and product story and, of course, making you consider a purchase.

Shirts, suits and ties are shown on Stockman body forms, skilfully dressed to exacting, traditional standards. With beautifully pressed collars and crisply ironed cuffs, these shirts have razor-sharp creases in all the right places and each style is accessorised with attractive cufflinks and ties. High attention to detail is given, helping to make the products look absolutely the business.

In a high street that is more often dominated by brands with a fashion or casual product offer, this formal offer provides some distinctive and definitive display impact, helping to increase visibility for the store.

Complementary products are shown on nesting tables resting on a raised plinth. And finally, the point-of-sale with its seasonal offer is not placed to dominate or weaken the message, but to provide some additional consumer impetus to venture in-store. A shop window that does what shop windows are meant to do.