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VM choice: J. M. Weston makes it simple

Classic French shoe and boot manufacturer and retailer J.M. Weston’s small store in London’s Jermyn Street always has a neat window.

The brand is famed for its men’s moccasin, available in a huge range of colours. ‘Le Moc’ is worn with a certain cool insouciance, without socks and with semi-formal shorts, and is an element of the French ‘Bon Chic, Bon Genre’ look. The Limoges-based brand now operates in more than 40 countries, requiring efficient visual merchandising concepts suitable for all store locations.

To this end, J.M. Weston has made the multi-colour striped graphic its own.

The rainbow-style spectrum of stripes reinforces the iconic brand. The stripes vary in hue depending on the range of shoes they are promoting, but are always topped by the brand name, with its italic ‘o.’

The inclusion of turquoise in the Spring/Summer moccasin range, together with scarlet and bright tan, is reflected in the colours of the stripe. By promoting a wider colour range (a bespoke service is also offered) to existing customers, it makes a lot of sense to offer a fashion element and the stripes, nicely echoing both the colour range of the shoes and a pile of coloured cowhide skins from which they are made, subtly suggest the breadth.

Adding two shoe lasts at either end of the row of moccasins is a nice touch. It prevents the line looking incredibly long and avoids the rather cheap ‘one in every colour’ effect. It is also useful in reducing the amount stock which is held in the window. Whilst this might not a be a problem in larger stores, for many premium brands stockholding is not high as it would tie up too much capital.

The Bande of Moc graphic is also colour-striped, and suggests a club-like membership is available to customers on purchase of the shoes. Notice too, the crossed lines either side of and below the name? These resemble the sewing awls used to create hand-made and quality shoes.

Lastly, in the left side of the window, is a glass display dome with a turned wooden base with feet containing a neat stack of socks. Running in a rainbow from light to dark, they echo the main display.

A well thought-out graphic concept, dovetailed to promote the tropes of the J.M.Weston brand

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