As part of the «Price of Discount» project, we investigated the impact of sales on consumer habits and the perception of fashion brands, subsequently presenting our findings at the «Fashion Days» event in the «Tsvetnoy» department store.
We analyzed the discount policies of brands across different price segments and conducted a consumer survey.
Based on our research, we created an exhibition booth reflecting the aesthetic of retail sales, enhancing it with an interactive poll for visitors.
01 / IDEA
Discounts have become a ubiquitous part of the fashion industry, but how do they influence our relationship with brands and our desire to purchase?In the project «The Price of a Discount, ” we aim to explore how sales alter shopping habits and the perception of clothing value.
02 / BOOTH CONCEPT
For the design foundation, we drew upon recognizable retail elements: red price tags, «SALE» signage, large discount percentages, and white T-shirts.The booth was divided into two sections. On one side, we displayed a poster detailing the research findings, and the other was transformed into an interactive display where visitors could participate in a poll.In this way, we merged analytics with visual elements familiar to every shopper.
Sketch
03 / ELEMENT CREATION
We fabricated all the main elements of the booth ourselves: we printed the materials, cut out the decorative pieces, and prepared the fixtures.
For the research poster, we used butcher paper, whose edges we deliberately distressed to create the look of layered advertisements.
We also handcrafted the red «SALE» sign, the «50% OFF» price tag, cut out miniature T-shirts from fabric, and created voting cards.
A separate feature was the white T-shirt with the red «SALE» inscription, which we displayed on a mannequin.
04 / EDITING
The installation was built around white metallic mesh structures.First, we mounted the research poster onto a paper base and placed a mannequin wearing a SALE T-shirt next to it.Then, we designed the interactive side: we arranged fairy lights, fabric T-shirts, a prompt for visitors, and five ballot boxes.We manually attached all the elements, aiming to maintain the aesthetic of a retail display while making the stand easy to interact with.
05 / INTERACTIVE AT «FASHION DAYS»
During the exhibition, we conducted an supplementary survey that served as an extension of our main research metric.Visitors were asked to complete the following sentence:«When I see a large discount at a brand, I immediately think…»We prepared five response options: — «I already have the card.» — «Suspiciously generous.» — «I’ll wait for Black Friday.» — «Wait, was that even possible?» — «I’m just here to look.» To participate, visitors had to take a yellow slip from a special pocket and drop it into the container beneath their chosen answer.This allowed us to supplement the initial research with visitors' reactions and make them part of the project.
06 / RESULTS
Ultimately, we transformed the analytical research into an exhibition installation, integrating survey results, statistics, and interactivity.
We managed every phase independently—from gathering information and developing the concept to fabricating the components and installation.
The project allowed us to reimagine the theme of discounts and engage visitors in a discussion about their own purchasing habits.
Team:Božena Kachan — research and analyticsShe developed and conducted the survey, and analyzed the results. Together with Daria, she created the stand concept and participated in material preparation and installation.Daria Dotsenko — design and executionShe participated in the concept development, took the lead in manufacturing the decor and assembling the stand, and also assisted with organizing the interactive element and analysis.They collaborated on the final design and installation of the stand.
