How To Look Cheap – Blow By Blow
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What do you think of Whistles (the shop in the above picture)?
Check out the intentional (yet seemingly random) multiple window sticker formats.
Wonder at the intentional (yet seemingly random) handwritten, luminous stars on the items on display.
Marvel at the intentional (yet seemingly random) overlapping of key messages.
Swoon at the intentional (yet seemingly random) non-consitent fonts.
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What do you think of ‘Trashy Lingerie’? No, not trashy lingerie itself, but the shop – silly.
Is it the two random trashy models in the window or the random crooked DVD sign that does it for you?
Maybe its the random tassels in the doorway that scream PORN.
For me, it has to be the random Viagra sign.
Take a close up:
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From here we can see the random blown lightbulbs in their best erm…light..
How about the random hand written exclamation of ‘original formula poppers’ that apparently are ‘in stock!’
Well thank God for that.
It’s a killer combination: trashy lingerie, DVDs, viagra (albeit herbal), and poppers (original formula no less). Throw in some cider and your pretty much set for a party I’d say.
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Out of the two shopfronts, I see Trashy Lingerie as more consistent with the rest of their brand.
Whistles is a fairly well-to-do shop in a lovely cobbled lane in Marylebone who blatantly have decided to cheapen their look to encourage the impression of being cheap.
Trashy Lingerie is a sex shop in Soho. A cheap, trashy sex shop – with a cheap, trashy window display.
It may well be that Whistles took a look at Trashy Lingerie and came up with a number of factors in which they have succeeded in creating a feeling of ‘cheapness’ – such as:
1. Have random fonts – preferably handwritten
2. Have crooked signs – nothing should line up with anything
3. Use random stickers – no two shapes should match if possible
4. Use florescent colours – the brighter the better – especially more than one please
5. Leave blown lightbulbs alone – they are there for a reason – it looks like you can’t be bothered to change them (or better still, haven’t noticed)
And by jove, it’s worked! Even without blown lightbulbs (which, by the way, is the most authentic way of cheapening your storefront). Whistles FAIL.
The challenge is whether or not they can reclaim an element of prestige after ensuring that the population of Marylebone may now see it as a discount store – probably without a credit card machine…everything for a pound.
But maybe I am being unfair to Whistles.
Scattering a random (yet slightly too neat) selection of window stickers, may not damage brand perception – hey, it may even drive business. People love a bargain right?
I am all for having a sale, but personally I think there is a limit to how far away from your brand values you should go for best effect.
