To celebrate High Street Fashion Week, Oxford Street shoppers were asked to pick out the most inspirational window displays from the area’s retailers in this year’s Glammy Awards.
What’s in a window? Last week’s Glammy Awards, organised for the second year by the New West End Company to mark the start of last week’s High Street Fashion Week, celebrated all facets of London Oxford Street’s high street offer - ranging from the best autumn 10 outfit (an all-white women’s ensemble by French Connection) to the most outstanding item targeted at the 40-something shopper (Bhs’s navy melton military women’s coat). But perhaps the most interesting category was the Power Window.
The 5,000 members of the public who voted picked out Selfridges’ Desirables windows scheme as the most inspirational window on Oxford Street, confirming what branding gurus have long been telling us - shoppers don’t just want to see product, they want to be stopped in their tracks.
Each Selfridges window picked out a single item, ranging from a striped drape dress to this season’s shearling ankle boot, and commanded the shopper to fetishise - almost sexualise - that product. “Crave” one window screamed, making us do just that.
Also on the shortlist was French Connection’s slightly surreal scheme tying in with its “This is the Man, This is the Woman” campaign - which commanded the attention if only to work out what it was getting at - and La Senza’s “Get used to the attention” window with its in-your-face cleavage. Meanwhile, Next challenged shoppers with a question, “What’s your style?”, and Debenhams championed women with physical disabilities in its display.