Capturing the moment as always Selfridges securely jumps on the Paddington band wagon, with a dedicated “Curiosity Shop” featuring all things duffly, marmaladey and beary as it creates a compelling proposition for London tourists from as far as deepest Peru.
Paddington is the winter blockbuster film, based on the children’s books of a bear who is found, and finds himself in London. Selfridges links all the elements together with wall to wall showings at its Everyman basement cinema whilst the branded shop in shop supplies the very considerably sized commercial cherry on the icing of this most emotionally compelling cake.
The star attraction, however, is the assortment packed full with personalisation, customisation and Selfridges exclusivity. Within 30 minutes a variety of products from books and mugs to ipad cases and art prints can be customised with your name and face next to the furry funster. Brands are queuing to patronise products with Hunter Wellies the favoured footwear, Golden Shred extra golden marmalade adorning every available surface.
For the collector there are bears of every shape, size and softness, modelled on our new found friend, limited edition ceramics with exclusive designs, books, games and toys for every age and pocket. Even props and sets from the film itself find themselves onto the Selfridges shop floor, used to create that perfect seasonal setting.
Best sellers come in all shapes and sizes from Cuban boots to Peruvian bears. Selfridges always captures the popular crowd-pleases, presenting them with aplomb, enjoyment and emotional experience.
A retailer always with a large slice of sticky trickery tucked under its considerable commercial hat.
Are you tapping into current trends to bring your store experience to life?
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VM-unleashed has experience with a number of brands and retailers developing marketing calendars to enhance the brand profile and drive sales.
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tim.radley@vm-unleashed.com
VM-unleashed monitors and celebrates best practice such as Selfridges to advise our clients and make them more profitable.
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