Jos. A. Bank Leverages Quick Set-up Towers

Pop-up tower displays, commonly seen promoting entertainment properties or in mass retailers, have made their way to a men's clothing store. Introduced last spring by suits and sportswear retailer Jos. A. Bank, Hampstead, MD, the towers were a good way for the company to bring a new product message to the front of the store for its tailored clothing, which is generally found in the back, says Peter Satten, vice president of visual merchandising. Jos. A. Bank runs more than 400 locations of mall stores and standalone shops.The "Stays Cool" styles use performance fabrics with proprietary technology that balances body temperature and wicks moisture away from the body. The target market is the existing customer base plus casual shoppers.Satten needed to tell the story cleanly and draw attention to the fabric without cluttering the display with detailed, technical graphics. His department wrote brief copy, used product pictures and chose a typeface specific to the brand's identity. Jos. A. Bank is a pretty serious retailer, so using the word "cool" wasn't intended to convey a double meaning, though a double meaning never hurts. "Cool is a word we wouldn't really apply to our product," Satten says.The company is ordering additional towers for special events such as a cystic fibrosis fundraising auction, employee recruiting events and fashion shows. Pop-ups are more convenient than the banners the retailer used in the past, which required setting up stands.Old Forge, PA-based Keystone/Panel Prints developed the heated metal spring technology behind the connected double panels that eliminated the assembly required on earlier pop-up displays, most of which have rubber bands. "It's almost like it is spring-loaded," says Randy Torrence, Keystone's vice president of sales and marketing. Towers come in three sizes: 16 inches wide by 62 inches high; 25 inches wide by 75 inches high; and 9 inches wide by 17 inches high for counter use.The towers fold flat into square sections that unfold into a stable, rigid format. They ship in 3-foot-square or smaller-sized boxes, weighing less than 3 pounds. The displays range from $27 to $52.

Jos. A. Bank Leverages Quick Set-up Towers

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