Lee denims competitor analysis on visual merchandising

Lee Competitor Analysis

“Never ending tale of Denims”

Divya Manivannan

Masters In Fashion Management, NIFT

Lee Competitive

Positioning

TRENDY

EXPENSIVE

CLASSIC

AFFORDABLE

“Lee competitive advantage being providing

innovative & quality products at sustainable

lower prices than competitors”

Pepe Jeans Fit Analysis

Complete Denim Concept “30 seconds to convince customers to get

into the store, mostly loyal customers

As per Indian Brand Equity Forum”

Pepe Jeans Store Insight

American dream

Young & sexy

Adventurous

Bratty

Trendy & fresh

Balanced look

Sexy Business

Store Mood

Browns

Wooden Ecru

Greys & Black

Store Colors

Yellowish Bright

Above the fixtures

lighting(fixtures)

Store Lighting

Headless

Featured articulate

Casual postured

Black Matt

Style defining

Leg & body forms

Teen Styling

Store Mannequins

“Exclusivity of the store being its power

pricing zones which is distributed

throughout the store for better footfall”

Overall Mood of the Store

POS factor

Store Design & Concept

Customer Focus Factor

Purely a denim concept store, 30 seconds

to convince customers to get into the store,

mostly loyal customers

Speed bump

How Pepe Jeans uses its Store

In coordinated stories as it is

bought to look that way and

encourage add on sales

Power Pricing Nesting Tables,

Range Top Displays,

In-shelf displays,

No Instore Promotional Graphics,

Concept fit display creates attention,

Exclusive fits are displayed on mannequins,

Exclusive finishes are hung,

Store layout POS

Purely a denim

concept store for

denim seekers

Trend

Main stream

Basic / Core

Pepe Jeans Fits

Jegging – Low Skinny

Lola – Regular Slim

Frisky – Skinny Slim

Price Range – 1399 to 2699

Vapor – Slim Skinny

Holborne – Regular tapered

Kingston – Regular Straight


Pepe Jeans Denim POS

TechniquesFit shelf talkers,

every customer

who walks into

the store will

notice it, creates

indirect awareness

Side off display of fits which

are named, in the denim wall

which is easy to identify

Denim displayed on body form

resembles fit where in the same

fit merchandise is distributed

vertically

Height of display creates visual

attention &

“Consumers acceptance towards such displays depends on their awareness towards brands,

maximum number of consumers prefer mannequin display/style visuals/ trial, such displays

create visual attention and awareness on different types of fits available”

Fit exhibits in prime concept, every customer

who walks into the store will notice it, creates

indirect awareness

Denim speed bumps

throughout the store acts as

impulsive units

Only branding

graphics are used,

the store doesn’t use

graphics to exhibit

fit, rather live denim

displays

Power pricing

display in nesting

with coordinates,

and it serves as a

speed bump through

the store, every walk

through aisle has a

denim speed bump

Cross mix

merchandising is not

only a POS display

but also creates

visual attention

Only branding graphics

are used, the store

doesn’t use graphics to

exhibit fit, rather live

denim displays

Extremely

effective

artistic

display of

denims to

emphasize

their

anniversary,

and core

range

Digital display and

creative wall & denim

concept store is pepe

specialty

Customer Insight on Pepe Jeans – Generic

“Its smart and

executive, store

environment is for

denim & friendly”

Store Exclusivity“Mannequin styling is a highlight,

customer notice and ask for the same

merchandise”

“Cross mix merchandising even during

sales is an excellent merchandising

practice to avoid cold spots in the store”

“ Also its power pricing zones which is

distributed throughout the store for

better footfall”

“I come here

exclusively for jeans, its

comfortable and

stylish, I prefer this

more than Levis

because it resembles

personal style, comfort

is secondary”

Loyalty

Preference

Awareness

Customer Insight on Pepe Jeans – FitsConsumer Adoption Process

Image / Knowledge

Purchase / Market Share

Pepe Jeans have created awareness to the

consumers, i.e., denim Image of the brand,

but it is no superior to LEE with average

purchase cycle being twice a year

Pepe Jeans has loyal base of middle age

and young consumers who prefer the

brand, unlike LEE which is inclined

towards preference of Middle age group

Levis Fit Analysis

Casual Concept Store “Levis involves in two concept store, and the

highlighted store concept is red concept

store but currently, red concept stores are

converted into casual store concept ”

Levis Store Insight

American Cult

Casual Basic

Street spirit

Parties

Young

Urban

School & Sports

Store Mood

Vibrant Red

Tints of Brown

Store Colors

Whitish Bright

Spot lights

High Intensity

Store Lighting

Realistic & Articulate

Featured

Casual postured

Matt Ecru

Curve defining

Leg forms

Teen Styling

Store Mannequins

“Exclusivity of the store being its extensive

visibility & communication of the brand to

its customers ”


How Levis uses its Store

POS factor


Customer

Focus Factor

In coordinated with strong marketing communication,

levis concept being “creating awareness before the

customer enters the store”

Levis communication on new concepts,

New product concepts is the main focal

point which brings in the customers,

Currently shaping series

“Well branded store concept with

branding highlights/display in every aisle

end, the store is well balanced”

“New products”

Promotional

Graphics,

Clusters and Focal

Points on Curve Ids

Wall dedicated to its

exclusive fits,

Mannequin Cluster on New

arrivals during sales,

Eye level focal points on wall

Levis commuter series

Trend

Main stream

Basic

Levis Fits

Low Skinny

Skinny Slim

Regular Jegging

2series tummy tucker

3series tummy tucker



504 - Regular ( Best Sellers)

513 - Slim straight

511 - Slim ( Best Sellers)

65504 - Skinny straight

522 - Slim tapered

501 - Button fly ( Iconic)

Red Loop

Classics

Price Range – 4099

504 - Regular ( Best Sellers)

511 - Slim ( Best Sellers)

Levis Denim POS Techniques

Core collection are hung

(frontal display),

new arrivals (shaping

collection ) is displayed using

mannequins , fits are

displayed with sign boards &

visuals in dedicated walls

Denim folding in

repeats creates visual

attention

Eye level wall display,

Focal Mannequins for

shaping series

Life size visuals used & Body

forms are raised to the eye

level of the customers

Main aisle Nesting table for new

launch, leg forms used to show fits

merchandise placed below, this

cluster is used to highlight the new

aesthetic features in denim.

Cluster defining its

new series, only with

leg forms with

supporting

informational visuals

creates awareness

The store is

dominated by

visuals, where it is

used in every

nesting table creates

awareness

Backlit visuals

emphasizing fit creates

attention / awareness

Frontal display with fit

named on it,

emphasizing minimum

Four fits and eye level

leg forms used in wall

Wall dedicated to each

fits and its coordinates

Extensive use of visuals

and levis also follows

speed bump nesting tables

in the end of aisle which

emphasize on denim fits

Button out display of levis

The main highlight being its fit

sign boards where it creates

awareness and leg forms for each

fit create understanding, sign

boards are given importance

Customer Insight on Levis – Generic

“I visit store every time

there is a new

advertisement and on

sales”

Store Exclusivity

“Focal points using leg forms defining

curves (even during sales) gives better

understanding on Fits to customers”

“Store exterior setup resembles sales, it is

a completely defined store”

“Life size graphics highlighting new

collection is an added advantage”

“I need to see

something new every

time I pass by in order

to make me step into

the store, I appreciate

when things seems

different and I

purchase immediately”

Loyalty

Preference

Awareness

Customer Insight on Levis – FitsConsumer Adoption Process

Image / Knowledge


Levis customers are bound to

preference and purchase, they are well

aware of different product types and

functional aspects

Levis inclined towards young

customers who are product conscious

than price wherein LEE belongs to price

conscious customers

Jack & Jones Fit Analysis

Complete Denim Concept “Denim feel and its exclusive display

approaches is the exclusivity of the store

which also uses minimal visuals”

J&J Store Insight

Sexy

Classical & Elegant

Vintage inspired

Curve defining

Demure & Feminine

Sleek & Sharp

Casual Sport

Store Mood

Black and Blue

Neutrals

Denim Blue

Store Colors

Yellowish Bright

Spot lights

Shelf lighting

Store Lighting

Realistic

Featured

Stylish postured

Gloss Black

Curve defining

Casual postured

Excellent Styling

Store Mannequins

“Exclusivity of the store being its target

market and store and the way the mood of

the store sets the target market”


POS factor


Customer Focus Factor

Purely a denim concept store, Mannequin

styling and fit nesting tables can create

impulse purchase

How Jack & Jones uses its Store

In coordinated stories as it is

bought to look that way and

encourage add on sales

Fit Nesting Tables,,

Leg form displays are visually

attentive,

Mannequin styling is exclusive advantage

Word of mouth consumers

No Instore Promotional Graphics,

Concept fit display creates attention,

Store level instore

display,

Fit guides and

nesting tables

Vintage

Main stream / Core

Originals

Jack & Jones Fits

Comfort

Loose

Anti


Skinny

Slim

Regular



Price Range –

2500 to 7000

Jack & Jones Denim

POS TechniquesJack & Jones

does not

highlight fit, it

rather

highlights the

aesthetic appeal

of denims,

frontal view

Leg forms are

used more than

graphics, sign

boards used to

highlight offer

and price

rather than fits

Jack & Jones uses single focal nesting table with leg

forms place on eye level to highlight the fits with

signboards and acrylic placed only on the nesting

table, It uses very less visual but the store is completely

a denim concept store

Jack &

Jones

does not

highligh

t fit,

using

visual

but

more on

leg

forms

J HOOKS is a very creative denim hanging technique

using custom j-hooks is a highlight

Leg forms are used more than

graphics, sign boards used to

highlight offer and price

rather than fits

Fit defining fit charts, only

graphical representation

without specifications is used

Core and Premium are

displayed together with a

divider to differentiate

Customer Insight on Jack & Jones – Generic

“Makes me feel young

and attractive among

others out there, its

mee”

Store Exclusivity

“Bright red sale window clearly denotes

the mood of the store”

“Mannequin styling is extensively spoken

about and creates Impulsive purchase”

“Exclusivity of the store being its target

market and store and the way the mood

of the store sets the target market”

“Most outrageous

styles are often the

ones that many people

will consider when

thinking of what Jack

and Jones provide, I

can connect my self to

the collection”

Loyalty

Preference

Awareness

Customer Insight on Jack & Jones – FitsConsumer Adoption Process

Image / Knowledge


Jack & Jones customer are more style

conscious, it caters to the young target

market who experiment and have not set

their preference yet

Most of the customers are walkin customers

than loyal who give equal importance for

other merchandise apart from denim, it is

for style conscious consumers

Thank You

Lee denims competitor analysis on visual merchandising

Retail

Transcript of Lee denims competitor analysis on visual merchandising