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POSTED 29.9.2017

How to sell autumn

You know it’s autumn when your instagram feed is churning out boot selfies on a path strewn with fallen leaves; massive chunky knits, far too big to wear; vases filled with rosehips, and other autumnal floral delights; and everything pumpkin spice.

By Erin Fox

It’s the kind of twee imagery that makes you feel warm and fuzzy inside. It’s also the kind of imagery that makes autumn campaigns so successful.

So, if you’re jumping on the autumn bandwagon and want to make your own autumn marketing campaign a success, check out what these brands have done / are doing and borrow a crisp, burnt-orange-red maple leaf from their books.


Starbucks: Pumpkin spice the s**t out of everything

Whether or not you’re a fan of the coffee house chain’s coffee-flavoured milk, no-one can deny how successful Starbucks has been in making PSLs (pumpkin spice lattes to you and me) the queen of autumn symbolism. The PSL craze started in 2010 and it’s been rapidly dominating the autumn scene ever since. Pumpkin spice has even sprinkled its way into other products from candles, cheerios, and toilet roll.

Do pumpkin spice lattes even taste good? Not particularly but it’s not autumn until you’ve had a PSL topped with half a gallon of whipped cream and a sprinkling of nutmeg.


Arnotts: How to home

There’s nothing more appealing than a beautifully curated window display on a cold crisp autumn’s day. Arnotts has come up with just the ticket to get customers into its stores. This autumn, the Henry Street windows are showing passers-by how to make the most of small spaces with a living room, hallway, bathroom, kitchen and dining room, showcasing the best of what’s in store. Once in store, customers are offered tips, practical solutions and inspirational ideas to make their house a home.


John Lewis: Invite your customers to a cosy sleepover

Its tear-jerking Christmas ads are far more well known, but when it comes to its autumn campaigns, John Lewis knows how to get customers out of the autumn chill and into its store.

This autumn, the department store chain has opened a fully furnished flat in its Oxford Street flagship store in which shoppers are allowed to jump on beds, rearrange furniture and play with the products.

Customers can even apply to dine and spend a night at the in-store home.

The Residence is described as a ‘home away from home’ and the lucky shoppers who get to spend a night there will surely splash a few quid to furnish their own home.

Just be Penneys

Ireland’s favourite high street store never falls short of giving us what we want and this year’s AW17 campaign, My Generation, is full of rusty oranges, mustards, burgundies, and bright reds; autumn’s entire colour palette. Inspired by 90s nostalgia, they’ve even managed to squeeze in millennial pink. When it’s time to discard summer attire, and start rocking autumn fashion, Penneys has got you covered.


Any book store anywhere: Hygge book displays

You’d be forgiven for thinking that curling up by the fire in a cosy pair of fairisle socks, and a delicate ornate cup filled with home-made soup would be easy. Clearly it can’t be if there are dozens of books on the topic. When the Hygge craze dominated autumn 2016, nearly every book store’s window display was filled with dozens of different books on how to achieve cosiness. Autumn’s the perfect time to get cosy and there’s no better way to achieve that than to curl up by the fire with a good book on… you get the drift!