Sony Electronics senior VP Christine Belich has some tough competition. As head of the company's visual merchandising team, it's her task to make the windows of SonyStyle's 42 stores stand out from their neighbors' in upscale malls and in the tony Midtown Manhattan shopping district where the flagship shop is located.
This past holiday season Belich and her team outdid themselves with intricately constructed vignettes conveying the theme of “Create to Give.” The flagship store on Madison Avenue featured six separate displays that highlighted Sony products while suggesting ways to personalize gifts by preloading cameras, digital media players and e-book readers with photos and content.
Planning began in April for the effort, which was supplemented with how-to brochures and online video blogs. All the displays were created in-house, with separate versions developed for the mall stores.
“We wanted to give a value-add to our customers this year by showing personalized ways to give Sony products,” Belich said.
The holiday windows were updated after Christmas with post-holiday sale messaging, and ran through Jan. 6.