pantaloons visual merchandising

Visual Merchandising

Divya Manivannan

Masters In Fashion Management, NIFT

About Pantaloons

- 1997 at Calcutta

- Aditya Birla Nuva Ltd

- Shital Mital – CEO

- India’s Most Trusted Brand

- Competitors – Max & Reliance

- 103 Large format stores

- 26 Factory Outlets

Brands at Pantaloons……

Organizational Structure……

Retail Hierarchy

VM Hierarchy

Store Exterior……

Elements of

Store Façade

- Totem

- Standee

- Flag polls

- Branding

- Façade Visual

- Other back lit/

front lit

- Entrance Stambh

- Entrance Arch

- Atrium

Store Facade

Sensomatics

Regional Branding

Canopy Structure

Backlit Boxes

TotemSale Vinyl

Place Holder

Logo

Branding

Store Facade……

Store Entrance

Flag Pole

Canopy Branding

Branding

Façade Visual

Graphic Window

Trend Flash Window

Store Facade……

Store Facade

Sensomatics

Entrance Arch –

Backlit Flex

Logo

Mall Facade……

Mall Facade

Entrance Arch –

Backlit Flex

Façade Visual

Sale Window Flag Pole

Canopy BrandingSale Logo

MC Window -

Sale Strip & Logo

Mall Entrance……

Mall Entrance

Sensomatics

Entrance Stambh –

Salebin Backlit Flex

Cluster with dropdown

Store Window……

PodiumBase Podium

Levelers

Vinyl Backdrop

Drop Down

Store Window

- Merchandise

Category

- Trend Flash

Elements of

Store Window- Mannequins

- Backdrop

- Leveler

- Podium

- Base Podium

- Lectern

- Props if any

- Lighting

Store Window - Trend Flash Window

Store Window – Merchandise Category Window

Store Window……

Theme - Denim

Drop down

Window Visuals

Open Back Window

Store Entrance……

Entrance Cluster

Drop Downs

Entrance

Cluster

Standee

Elements of

Store Entrance

- Entrance

Cluster

- Sensomatics

- Entrance

Standee

- Place holder

- Sale bin

- Mall Atrium

Focal Points

Sale Logo

Store Interior……Mannequins

Different types of mannequins used at

Pantaloons

- Standing Mannequins (male &

female)

- Sitting Mannequins (male & female)

- Half bust forms (male, female &

kids)

- 3/4th bust forms / torso (male,

female & kids)

- Leg forms (male & female)

- Toe form (accessories)

- Hip form (Intimate wear)

- Kids mannequin (standing, sitting,

boys & girls)

Mannequins Grouping

- Cluster & Focal Point

- Window

Semi realistic featured

mannequins

Store Interior……Mannequins

Focal Point - After Focal Point - After

Focal Point - Before

Store Interior……Fixtures

Floor Fixtures

- Nesting table

- 3-tier nesting table

- 2-tier nesting table

- Perforated nesting table

- Pigeon hole nesting table

- Peg hook spinner

- Pigeonhole gondola

- Dupatta stand

- Two way browser

- I way browser

- Water fall fixture

- 2 feet shelves

- T – bar

- 4 way browser

Wall Fixtures

- Slat wall

- Pigeonhole wall

- Wooden plank wall

- Lamella wall

- Glass slat wall

- Metal Bracket wall

- Waterfall

- Step arm

- Straight arm

- T-bar

- Two feel shelf

- Peg hooks

- Glass shelves

- Metal bracket shelves

Store Interior……Graphics & Signage’s

General Signage’s

- Promotional signage

- Directional signage

- Institutional signage

- Informational signage

Communicational Signage’s

- Fashion Pricing

- Power Pricing

- Fashion Communication

- New Arrival

Informational Signage - Availability

Store Interior……Signage’s

Informational Signage

– Store Timings

Informational Signage -

Symbols

Store Interior……Signage’s

Fashion

Communication

Power Pricing

Directional Signage -

Symbols

Visual Merchandising POP Display & Prints..…

Visual Merchandising POP Displays

- Sign holders and frames

- Countertop & floor fixtures

- Custom graphics

- Letters and decorative

- Jewelry displays

- Accessory displays

- Shoe displays

- Slat wall and profile displays

- Levelers, shelves

- Other display cases

- Product display stations

Point 0f sales

display

Lectern

Point 0f sales

display

Promo - dropdowns


Visual Merchandising POP Prints

- Vinyl – Solvent and eco solvent

- Flex – Backlit and front lit

- Sun board

- Danglers

- Drop downs

- Wobblers

- Other Signage’s – A4/A5

- Shelf talkers / Size talkers

- Tent cards

- Browser tagsPoint 0f sales

display

Acrylics


Backlit Flex

Entrance Arch

Logo Sun board

Vinyl pasting

Logo Sun board

Vinyl sale strip

Store Exterior Displays & Prints Entrance Arch Display & Print

Sun board Dropdowns

A5 Signage on AcrylicShelf talkers on 250gsm

Sun board Wall display Units

Printed signage

on acrylics

Lectern

Sun board Dropdowns

Focal Point Display & Print


Section or Brand wise Display & Print

Store Interior Displays & Prints

VM Standard Operating Procedures ..…

- About the collection

- Key highlights

- Mood board / theme board

- Section look

- Wall look with article no

- Props

- Floor details

- Zone wise display

- Wall elevation and fixtures

- Coordinates for mannequin

- Model store setup

- Comm- highlights

- Color story references

Planogram for EOSS – Wherein Model store planogram

will have detailed information including article number

and color story according to wall profiles

Merchandise

Presentation Manual


Planogram for EOSS – Wherein Model store planogram will have detailed information including

article number and color story according to wall profiles

Merchandise Presentation Manual – End Of Season Sale


Merchandise Presentation

Manual Standards

Product Presentation

Manual

- Merchandise replenishment

- Color blocking

- Size blocking

- Fixture capacity

- Hangers SOP

- MPM/Planogram wise display

- Fashion communication

- Bust form merchandise

availability

- Steam ironing

- Section hygiene

- Brief about the brand

- Brief about current collection

- Key highlights

- Mood board

- Collection cataloguing

- Color story adapted – story/sub

- Collection name

- Unique selling proportion

- Coordinates

- Available options

- Wash care


Color Blocking

VIBGYOR

Color Blocking

Color Blocking

Contrasting


Color Story

Blue and Black

Color Story or Theme - Wall


Fixture Capacity

30% Increased

Fixture Capacity

During EOSS


Hangers – Standard Operating Procedures

Uniform Hanger

Balance

Uniform Hanger

Placement

Uniform Hanger

Direction

Same Merchandise displayed

near the focal point

Contrasting color

story followed

with red and

black

Focal Point

Mannequin Handling & Styling..…

Guidelines

- Mannequin Handling

- Mannequin Styling

Mannequin Styling

- Current Trend

- Color Story

- Merchandise Availability

- Accessories

- Complete Look, Coordination

with merchandise

Mannequin Handling & Styling..…Color Story

Entrance

Cluster

Entrance

Cluster

Color Story

Black & White

Color Story

Black & Red

Why color

story ???

Contrasting &

Combination

Visual Merchandising Dockets..…

VM Docket Contents

- Design

- Adaptation

- Detailing

VM Docket Types

- Window

- Mannequin Styling

- Visibility Plan

- Merchandising

Guidelines

- Model StoreDimension wise – Rectangular Closed Back

Window 20 ft * 10 ft

Window Docket


Specification & Adaptation

Guidelines according to

Window Dimensions


Step by Step Detailing

Guidelines on Print Media,

Dimensions and Placement


Window Styling Docket


Final Window Implemented


EOSS Visibility Plan

Docket

Façade Implementation and Visibility with

Specification


Store Interior Implementation

and Visibility with Specification


Flat 50 - Store Interior

Implementation and Visibility

High Visibility Points

A5 Signage’s

Size Talkers


Flat 50 - Store Interior


High Visibility Points

A5 Signage’s

Size Talkers

Dropdowns


Flat 50 - Store Exterior


Totem

Vinyl with logoPlace.H and logo

Sales Strip &

Sensomatics

Entrance Cluster &

Dropdowns

VM & Vendor Management..…

Printing & Pasting Vendors

- Budgeting

- Costing

- Zonal Approval

- PO & Invoice

- Rate Card

- Inward & Outward Bills

Square feet = Width * Height / 144

Grand Total = Total square feet

+ Total square feet vat

+ Total pasting charges

+ Total pasting vat

Example on Costing for Prints

Visual Merchandising Checklist..…

Daily

Maintenance

Checklist

Daily Maintenance Checklist

- Façade/Window/Focal

point/Cluster as per Docket

- Mannequin Styling

- Availability of merchandise

displayed on mannequin

- Merchandise as per MPM

- VM SOP and Model Store

- VM Communication at every

section

- Appropriate Signage’s

- Branding at Cash Point/CSD

- Graphics at Negative Spaces

- Acrylics & Back Stock

Maintained

- Sufficient Lighting

- Cleanliness and Hygiene


Visual Communication Checklist

InteriorExterior


Merchandise Presentation Manual Standards

Checklist

Ethnic Department

Merchandise Display Techniques..…

Frontal

Display Stacking

Side-out

Display

Wall Display Units

- Hanging

- Stacking

- S-Hook

- Rolled

Table Display Units

- Fashion Tables

- Power Pricing

Frontal

DisplayS-Hook

Rolled

Display

Merchandise Display Techniques..…Hanging

Sleeve wise & Color wise

- Hangers SOP

- Sleeve wise

- Color wise

- Coordinated look

- Style wise fixtures

Merchandise Display Techniques..… StackingTable Display Units

Fashion Display

- Product Specific

- Coordinated look

Power Pricing

Fashion Table Display

Vertical and Horizontal Folding

Visual Display Arena ..…

• Store layout

• Section plan

• Zone plan

Store Layout Plan


Section Principles

Demarcation

Section Layout Plan


Zone wise plan

Thank You