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For premium brands looking to create an air of prestige, high-quality marketing materials are essential.
And effective design of permanent P-O-P is a crucial feature of any campaign. "Permanent material conveys the brand universe and its consistency," says Kenzo Perfumes head of marketing Fabien Callens. "Design conveys the brand quality and values."
Bold dramatisation of brand values can be achieved through the use of appropriately expensive premium materials. P-O-P for products such as alcohol, perfume and jewellery might use a mixture of timber, acrylics and metals. Moulded plastics, lenticulars and innovative lighting effects are standard at this end of the market.
Permanent P-O-P displays work with other in-store marketing tools such as samplers and knowledgeable staff to give brands an added edge. Where temporary materials tend to be promotion-led, permanent fixtures fulfil the function of communicating a brand's core values, while pushing long-term sales growth. …