Furla dresses first concept store with Sharp signage28 April 2014
Italian fashion brand Furla has implemented Sharp PN series displays at its new concept store situated next to the world famous Duomo cathedral in Milan, Italy.
The new boutique is the first installment of the company’s long term plans to open various concept stores in key cities across the world. The spaces are being designed to be modern, spacious, light and minimalist. High quality digital signage is central to the interior design of the stores to provide customers with added insights into the Furla brand.
“We were looking for a modern, high quality digital signage solution for our state of the art concept stores to reflect the quality and elegance of our brand,” commented Mar Castilla, who headed up design and layout for the new concept stores. “We needed a turnkey, cost-effective solution, which would not only encourage footfall, but also enhance the shopping experience. For the monitors used in the window displays, it was essential that they did not reflect light and were suitable for 24/7 usage at low power consumption, so we could display our products even out of store hours.”
Furla also wanted to manage content remotely from its Bologna head office to avoid delays in advertising promotions and to allow retail staff to concentrate on serving the customers.
Sharp teamed-up with software partner HDDS vision to create a solution that suited the brand’s needs. Sharp also went a step further by recommending that Furla installed a touchscreen monitor next to its checkouts. This enables it to offer more engaging content such as interactive catalogues.
Furla chose two 52in PN-E521 LCD monitors and one PN-L702B 70-inch highly sensitive touch-screen LCD monitor. The PN-E521s are built into the window displays, placed horizontally alongside each other into a plain branded backdrop. They show products and promotional messages to passers-by, to encourage them to enter the store. The monitor is perfectly suited to shop window installations.
The PN-L702B is positioned in the store at eye level on a mirrored column. The column is located near the checkout facing the entrance to achieve a high visual impact as the customer enters the store. Furla plans that, in future, the screen will be used as an interactive catalogue so customers can browse collections, check stock levels, prices and product details.
The installation on HDDS’ ‘Vision’ software allows Furla to cost-efficiently control content and settings remotely. Experienced marketing personnel ensure that the correct content is appearing at the right time, varying the message at different times of the day. With further refinements planned, the software will provide a real-time interface with the online shop. This will enable customers to buy products, review their goods, and look in more detail at stock. Click analysis will be used to understand popular items and successful promotions and better plan marketing strategies.