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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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