Vm Pantaloons
Transcript of Vm Pantaloons
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Visual erchandisingMid-Term SubmissionVisual Merchandise of Pantaloons Retail
Submitted by: Aditi Khanna
Akansha Gupta
Sai PradeepSanskriti Varma
Shrey Gulati
MFM-II (2013-15)
Submitted To: Dr. GHS Prasad
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INTRODUCTION
Future group
1997, Gariahat, Kolkata
Initial idea: Fashion needs of family
Now a lifestyle brand Focus = Fresh fashion + youth
An abundance of choice : Ethnic, Formal, Casual, Sleep
& Lounge
72 stores ; 37 cities and extending
Taken over by Aditya Birla Nuvo Limited (ABNL)
w.e.f. December 2012
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VISUAL MERCHANDISING
Visual Merchandising is the art of displaying
merchandise in a manner that is appealing to the
eyes of the customer in a way that would convert
the window shoppers into prospects and ultimately
buyers of the product.
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COMPONENTS OF VISUAL
MERCHANDISING:
Make merchandise the focal
point:
Right choice of colors is vital:
Display should complement the
retailers other strategies:
Display themes to appropriatelysupport the product:
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STORE HIREARCHY
Store Manager
Operations
OperationExecutive
DepartmentManager
AssistantDepartment
Manager
Team Leader
Floor Assistant
Support Function
MarketingManager
HR Manager Commercial
Cashier Information
Security
Administaration
Maintenance
House Keeping
Customer ServiceDesk
VisualMerchandiser
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These processes have been defined:
On the basis of a survey of our customers buying behaviors,
In harmony with current collections and trends,
In order to optimize the retail space in compliance with visual
display Observations.This will enable the company to jointly develop a professional
Merchandising approach structured around:
The satisfaction of our customers,
The strengthening of the brand image,
And the profitability of our retail outlets.
THE GOAL : CLEAR, LEGIBLE, CONSISTENT
MERCHANDISING THROUGHOUT THE CHA IN OF
PANTALOONS
STANDARDOPERATINGPROCESSOF
PANTALOONSFORVISUALMERCHANDISING
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MERCHANDISEDISPLAY
Hanging
Products that need full frontal view, have
special embroidery , print on front or back or
product that require to show the shape, fit &
fall of the garment. Ideal for Fashion
merchandise. These can be Frontals or Side-
Outs.
Stacking
Packed products like formal Shirts that dont
need details of shape, fit & fall are be
stacked. Done for Core merchandise.
S - HookDenims are usually hung using S hooks as it
gives the rough and casual look that
compliments the product.
Rolled
Cargos are rolled at times to give them a
utilitarian attitude. Limp material coremerchandise is styled in this fashion.
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HANGINGMERCHANDISE:
Colors go from Light
in front to Dark at the
back.
Same style/ price
merchandise are
placed together
Display is done Size
Wise
For Example-
XS/S/M/L/XL/XXL
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OBSERVATIONSFORHANGERALIGNMENT
Basic principles of hanger alignment and
placement:
Direction of hangers
For easy access the direction of Hangers
should be Question Marked.
For 2-arm, 4-arm, 2 units-2 arm, waterfall,
straight arm, I-browser the hangers should be
placed in the Question Mark direction.
Uniform hanger balance -
Hangers should not be tilting towards any side
and should be parallel to the ground.
Uniform hanger placement -
The hangers should be equally spaced.
Uniform Direction of hanger -
All the hanger heads should be aligned to onedirection.
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OBSERVATIONSFORSIZETAG/ PRICETAG
ALIGNMENT
Size tag / Price tag Alignment
All the size sticker should be onthe same side
All the folds should be neat withthe price tag hanging out onlyfrom the top merchandise.
Merchandise is placed withsmaller size on top and thebigger size at the bottom.
Spacing and Placement
The spacing between the stacksshould be equal and the stackedshelf or table should looksymmetric.
No more than 1 to 2 inch ofspace should be ideally keptbetween two stacks.
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STORE PLANOGRAM
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LAYOUT Aisle width and Fixture Positions
Entry is open and welcoming . With the entry cluster and promotional
merchandise is being highlighted .
Fixtures are aligned and perpendicular to the main aisle or to secondary
aisles.
Width of aisles vary from 5 for main and 3 for secondary aisle as indiagram.
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FIXTURELAYOUT
Main Aisle = 5
Distance betweenfixtures = 3
Distance between wall
and fixtures = 3 Shorter fixtures are
near to aisle
Height of fixture is kept
as low as the producton it allows
Fixtures start from theaisle.
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NO floor fixture were
not higher than 4.5
NO high fixtures next to
aisle
NO fixtures on aisle
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DEMARCATIONOFBRANDSTHROUGHFLOOR
FIXTUREHEIGHTS
High fixtures (high
browsers, gondolas) on the
outside to demarcate and
structure the space Low central fixtures (tables,
low browsers) placed in the
middle of a brand space to
give a clear view of the wall
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WALL ELEVATIONS
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SIGNAGES
Signageis any kind of visual graphics created todisplay information to a particular audience. This is
typically manifested in the form of way finding
information in places such as streets or
inside/outside of buildings.
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ZONES
Each section was divided
into different zones based
on its visibility. The section
onthe right is divided into
three zones.
Zone 1Right next to aisle
Zone 2Between fixtures
touching the aisle and the
back wall
Zone 3The back wall
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DISPLAYINZONES
Zone1:
It is the most visible to the customers.
Power pricing, Entry price points, Fashion
merchandise display.
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ZONE2:
ITISNOTVISIBLEATTHEFIRSTGO. DISPLAYCOREFASHION
MERCHANDISE
Zone3:
Very visible from far off. Latest theme or story should be placed here. Wall
display in coordinated with the nesting table works well, be it story or color.
Cut Sizes should come on the bottom most shelf on the wall.
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OBSERVATIONS OF THE DISPLAY
Packed products like formalShirts that dont need detailsof shape, fit & fall should bestacked.
Ethnic kurties, Party wearand Fashion merchandiseshould be hung
A4 signage and shelf talkers
In every formal wear brand
the Last Shirt should beshoulder out & top five shirtsshould be front facing Asshown in the picture
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OBSERVATIONSFORWALLDISPLAYS:
Merchandise on shoot visuals or bust display were
kept next to the branding or bust from in the
absence of same product having a same color
story or similar style.
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TABLEDISPLAYDOCKET
Power Pricing display
Display large volume of power pricing & EPP.
Large volume:- Maximum of 18 pc in normal fold,
10 pc in paper fold per option.
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FASHIONTABLEDISPLAY
In fashion display we have two types of display:-
Product specific: Highlighting product with all the
options in an open display.
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Co-ordinate look : Co-ordinates displayed to
highlight looks.
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MANNEQUINSANDITSSTYLING
A mannequin(also called a dummy, lay figureor dressform) is an often articulated doll used by artists, tailors,dressmakers, and others especially to display or fit clothing.
Observations followed while handling mannequins are :
No hard tag on Mannequin merchandise.
It is mandatory to iron all merchandised before they are wornon mannequin/Bust forms/Torso.
All the mannequins should have footwear (compulsory).
Price point tag should not visible.
Mannequin should be well grouped.
Mannequin hair should be neat and tidy (use hair gel to setany hair styles).
Ensure no dust on merchandise on mannequin (check it everyday floor walk around ).
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