Visual Merchandising

Mid-Term Submission
Visual Merchandise of Pantaloons Retail





Submitted by: Aditi Khanna
Akansha Gupta
Sai Pradeep
Sanskriti Varma
Shrey Gulati
MFM-II (2013-15)

Submitted To: Dr. GHS Prasad
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





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.
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 appropriately
support the product:


STORE HIREARCHY
Store Manager
Operations
Operation
Executive
Department
Manager
Assistant
Department
Manager
Team Leader
Floor Assistant
Support Function
Marketing
Manager
HR Manager Commercial
Cashier Information
Security
Administaration
Maintenance
House Keeping
Customer Service
Desk
Visual
Merchandiser
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 CHAIN OF
PANTALOONS

STANDARD OPERATING PROCESS OF
PANTALOONS FOR VISUAL MERCHANDISING

MERCHANDISE DISPLAY
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 - Hook
Denims 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 core
merchandise is styled in this fashion.

HANGING MERCHANDISE:

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

OBSERVATIONS FOR HANGER ALIGNMENT

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 one
direction.


OBSERVATIONS FOR SIZE TAG/ PRICE TAG
ALIGNMENT
Size tag / Price tag Alignment
All the size sticker should be on
the same side
All the folds should be neat with
the price tag hanging out only
from the top merchandise.
Merchandise is placed with
smaller size on top and the
bigger size at the bottom.

Spacing and Placement
The spacing between the stacks
should be equal and the stacked
shelf or table should look
symmetric.
No more than 1 to 2 inch of
space should be ideally kept
between two stacks.

STORE PLANOGRAM
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 in
diagram.

FIXTURE LAYOUT

Main Aisle = 5
Distance between
fixtures = 3
Distance between wall
and fixtures = 3
Shorter fixtures are
near to aisle
Height of fixture is kept
as low as the product
on it allows
Fixtures start from the
aisle.

NO floor fixture were
not higher than 4.5
NO high fixtures next to
aisle
NO fixtures on aisle

DEMARCATION OF BRANDS THROUGH FLOOR
FIXTURE HEIGHTS


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

WALL ELEVATIONS
SIGNAGES

Signage is any kind of visual graphics created to
display 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.

ZONES

Each section was divided
into different zones based
on its visibility. The section
on the right is divided into
three zones.
Zone 1 Right next to aisle
Zone 2 Between fixtures
touching the aisle and the
back wall
Zone 3 The back wall

DISPLAY IN ZONES

Zone1:
It is the most visible to the customers.
Power pricing, Entry price points, Fashion
merchandise display.
ZONE 2:
IT IS NOT VISIBLE AT THE FIRST GO. DISPLAY CORE FASHION
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.
OBSERVATIONS OF THE DISPLAY
Packed products like formal
Shirts that dont need details
of shape, fit & fall should be
stacked.
Ethnic kurties, Party wear
and Fashion merchandise
should be hung
A4 signage and shelf talkers
In every formal wear brand
the Last Shirt should be
shoulder out & top five shirts
should be front facing As
shown in the picture

OBSERVATIONS FOR WALL DISPLAYS:

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.

TABLE DISPLAY DOCKET

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.

FASHION TABLE DISPLAY

In fashion display we have two types of display:-
Product specific: Highlighting product with all the
options in an open display.

Co-ordinate look : Co-ordinates displayed to
highlight looks.

MANNEQUINS AND ITS STYLING

A mannequin (also called a dummy, lay figure or dress
form) 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 worn
on 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 set
any hair styles).
Ensure no dust on merchandise on mannequin (check it every
day floor walk around ).