OUGD503 Collaborative Practice - In store continuity: POS Tag

OUGD503 - Studio Brief 2/Collaborative Practice 

In store continuity: POS Tag 

Analysing other retail campaigns I identified that they targeted the audience through cross platform advertising methods, this works well in using more than one platform of communication to reinforce the campaign, this provides more efficient recall from its audience as from seeing it on their commute on a billboard, to walking past the graphics in shop windows, which is further re-inforced through social media builds a more effective campaign relationship that the audience can identify and remember easily. This is just effective on a small scale using in-store graphics to relate the campaign to the brand. An effective example of this is the TOPMAN stylist service that use social media to launch the new instore service which was reinforced through in-store graphics and point of sale displays which worked effectively in interacting with the audience. I felt the point of sale display tags were especially effective as they work well in promoting the campaign attached to clothing items which will be seen when customers are just browsing in store. 

I felt Point of sale display tags would be an effective way to reinforce the campaign translating it from online to in-store as this will physically attribute the denim to the campaign if the point of sale display tags are attached to the jeans in store. I started this development process by using the iconic illustrations that are a bold identifier of the campaign and placed the hashtag #mygapdenim underneath in order to relate it back to the main body of the social media campaign. Further experimenting I used a number of the colours identified from the campaigns colour palette as they are bold and eye-catching to appeal to the audience in a busy retail environment. 

Considering the production methods of these point of sale tags I identified that in industry they would be printed directly onto the foam board and die cut however these facilities were not avail be to me in university. To simulate these production methods I found the best way to replicate this process would be to laser cut the silhouette from foam board then print the graphics on single sides adhesive paper which can be cut using the vinyl cutter. This will ensure a high degree of accuracy pricing less change for human error to produce a high quality finish, this also removed the need for third part adhesives that could cause further imperfections to the final outcome. 

The final outcome of these point of sale tags created a high quality finish that replicated industry processes. The scale and colour worked well to create a bold contrast against the denim. Overall these tags work well to tie in the social media campaign to a tangible promotional aspect that creates a strong product link between the product and the campaign. It also reinforces the campaign in a physical environment to feed it into the users daily lives from seeing the illustrations in the street to engaging with it instore, building up a familiarity with the campaign creating a stronger consumer-campaign relationship.