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VM basics: why sale signs don't need to conform to a norm

We have become accustomed to minimal budgets for sale windows resulting in a stripped out window with the rather predictable sale sign across it, or mannequins wreathed in sale signs with no merchandise. So it is nice to see brands trying to do something a little different.

Cos has installed a great window in its Regent Street, London, store. A giant abacus of letters spells ‘SALE’, paired with a pyramid tower of boxes shaded from dark to lighter greys and topped with an orange sale sign.

The 3-D sale letters neatly spell SALE both horizontally and vertically in the manner of a crossword puzzle. Tilting the occasional acrylic letter adds visual interest to the repetition.

Other great sale sign windows from the past include the Hong Kong jeweler, Chow Tai Fook, whose January 2013 3-D sale sign was covered with images of cut-diamonds, backed by a curling red ribbon and suspended above the merchandise in each carriage window of its principal stores. Far neater to have one effective giant sign than 50 small ones?

Lastly, one more Cos sale window from the past: the January 2013 window featured a stack of regular cardboard boxes with a continuous orange line travelling over them and the window floor. Neatly leading the eye across the window, this orange meridian was bisected by just one pair of shoes, and the window finished with a matching orange sales sign. Cos are definitely proving one to watch for neat, nicely thought out, easy to install VM ideas. Let’s hope the ubiquitous sale stickers and mannequins in sale-sign-bondage are now a fashion of the past.