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VM choice: Charles Tyrwhitt shines a spotlight on white shirts

It is a very multiples-like strategy to promote a particular garment in a seasonal collection. Think of Gap’s jeans or T-shirts promotions. But men’s shirt specialist Charles Tyrwhitt (pronounced ‘Tirrit’), has, rather unusually for a classic men’s formalwear retailer, followed suit with a white shirt promotion.

Ringing the changes with a series of graphic, stripy-printed blue and white panels in the background, echoed in the patterns of the ties worn by bust-form mannequins lined up in the foreground of the open-backed window, this must be a classic VM means of attracting attention.

The shirts, all white with a variety of collar shapes and double cuffs, coordinate with the fabric covering of the head of the body form.

The stuffed dogs, each covered with a different graphic stripe silk-tie fabric, sport their own leather collars and leads, each held by the body form mannequin on either end of the main window line up. Interestingly, they are of slightly different breeds.

Standing on the foil-covered stripy graphic floor of the full-length window, this Airedale-inspired dog is super cute, and pleasantly masculine rather than too fluffy. It is also slightly abstract without eyes, nose, or tongue.

The side window showcases three classic men’s tailoring mannequins, each with a plinth for shoes, again against the asymmetrically shaped, stripy panel backdrop. Note the undone bottom button on the suit jacket, and the trousers formally folded on the rail. The promotion graphic: ‘White Shirt collection’ and offer, ‘4 shirts for £100,’ is repeated in this window. The added ‘busy-ness’ of the white promotional text against the stripy backdrop adds an eye-catching, op-art complexity creating a moire effect to the display as a customer walks past, while the boxed reversed-out text makes the offer very clear.

Similarly, the red ground to the text of the suit promotion contrasts neatly with the blue and white window, and again is very clear.

A concise theme for an open-backed window using a limited palette, and, perhaps excluding the re-useable dogs, at a minimal cost.