Visual Merchandising w.r.t. Pantaloons Retail India Ltd


Published on

Summer Internship Project

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Visual Merchandising w.r.t. Pantaloons Retail India Ltd

  1. 1. IntroductionThe India Retail Industry is the largest among all the industries, accounting for over 10 per centof the country‟s GDP and around 8 per cent of the employment. The Retail Industry in India hascome forth as one of the most dynamic and fast paced industries with several players entering themarket. But all of them have not yet tasted success because of the heavy initial investments thatare required to break even with other companies and compete with them. The India RetailIndustry is gradually inching its way towards becoming the next boom industry.A large young working population with median age of 24 years, nuclear families in urban areas,along with increasing workingwomen population and emerging opportunities in the servicessector are going to be the key factors in the growth of the organized Retail sector in India. Thegrowth pattern in organized retailing and in the consumption made by the Indian population willfollow a rising graph helping the newer businessmen to enter the India Retail Industry.In India the vast middle class and its almost untapped retail industry are the key attractive forcesfor global retail giants wanting to enter into newer markets, which in turn will help the IndiaRetail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modernretail in India could be worth US$ 175-200 billion by 2016. The Food Retail Industry in Indiadominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7billion business, growing at over 20 per cent per year. The future of the India Retail Industrylooks promising with the growing of the market, with the government policies becoming morefavorable and the emerging technologies facilitating operations.A large young working population with median age of 24 years, nuclear families in urban areas,along with increasing workingwomen population and emerging opportunities in the servicessector are going to be the key factors in the growth of the organized Retail sector in India. Thegrowth pattern in organized retailing and in the consumption made by the Indian population willfollow a rising graph helping the newer businessmen to enter the India Retail Industry.Visual merchandising today forms a critical element of retailing. Besides the facade andwindows, which are clearly done up with an objective to attract passer-bys and induce walk-ins,there is also in-store decor that is designed to enhance the customer‟s comfort and conveniencewhile shopping and overall, offer a superior shopping experience.
  2. 2. FUTURE GROUPFuture Group India was established in 1994 with a vision to provide diverse services in Indianand Global markets. The business areas of Future Group cover BPO (Business ProcessOutsourcing), New Media, Security Management, and Construction. Through their strategicinvestment and services, the future of Future Group shows a rising star in the business sky ofIndia.FUTURE RETAIL:The retails businesses of Future Group in India are divided into three main categories:Pantaloon Retail India LimitedThe leading retail formats under this include:  Pantaloons Stores  Big Bazaar  Central  Food Bazaar  Home Town  E Zone  Depot  Health & Beauty Malls  Online retail through futurebazaar.comJoint Ventures with International Brands  Indus League Clothing that owns leading apparel brands like Indigo Nation, Scullers and Urban Yoga  Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 and Brew Bar  French retailer ETAM group, US-based stationary products retailer, Staples and UK- based Lee Cooper.  Franchisee of international brands like Marks & Spencer, Next, Debenhams and Guess in IndiaIndian Joint Venture Partners  Manipal Healthcare  Talwalkars  Blue Foods  Liberty Shoes.
  3. 3. FUTURE CAPITAL HOLDINGS  The financial services of Future Group are taken care by Future Capital Holdings. These include:   Asset Management and consumer credit are the prime focus financial services. Around 1 billion USD have been invested in retail real estate and consumer brands outlets and hotels.  Future Money - It is a financial supermarket format providing consumer credit  Joint venture with Italian insurance major Genaral Insurance for providing general insurance services.  Venture Capital Funds and Private Equity Funds through kshitijfund.comBPO (BUSINESS PROCESS OUTSOURCING)Future Group has made major investments in BPO industry as a venture into the InformationTechnology Enabled services (ITES) industry. Future Group has subsidiaries offering IT basedsolutions. These include:  Language Services  Software Development  Content EngineeringNEW MEDIAFuture Group has invested in digital media and computer technology for creating innovative andinteractive multimedia presentations. These include:  Multimedia Production  Broadcasting  Publishing  DesigningSECURITY MANAGEMENTFuture Group is considered as a reliable tailor-made business and security services provider.They develop their own software and machines for security services. These include:  Access Control Systems  Time Attendance Systems  CCTV  Alarm Management Systems
  4. 4. CONSTRUCTIONFuture Group bring their past experience in quality construction for building and renovatingbuildings for leasing to business. Future Group is also involved in the designing, financing andlegal considerations of the project undertaken. The construction activities of Future Group inIndia include:  Leasing  LandscapingMISSION:  The group shares the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.  The group will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses.  The group shall infuse Indian brands with confidence and renewed ambition.  The group shall be efficient, cost- conscious and committed to quality in whatever we do.  The group shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.VALUES:  Indianness: Confidence in ourselves.  Leadership: To be a leader, both in thought and business.  Respect & Humility: To respect every individual and be humble in our conduct.  Introspection: Leading to purposeful thinking.  Openness: To be open and receptive to new ideas, knowledge and information.  Valuing and Nurturing Relationships: To build long term relationships.  Simplicity & Positivity: Simplicity and positivity in our thought, business and action.  Adaptability: To be flexible and adaptable, to meet challenges.  Flow: To respect and understand the universal laws of nature.
  5. 5. PantaloonsOverview:Pantaloon Retail is the flagship company of Future Group, India‟s retail pioneer catering to theentire Indian consumption space. Through multiple retail formats, we connect a diverse andpassionate community of Indian buyers, sellers and businesses. The collective impact onbusiness is staggering: Around 220 million customers walk into our stores each year and chooseproducts and services supplied by over 30,000 small, medium and large entrepreneurs andmanufacturers from across India. This number is set to grow.Pantaloon Retail continues to be India‟s leading multi-format retailer and a leader insustainability and employment opportunity. Through over 15 million square feet of retail space,it serves customers in 85 cities and 60 rural locations across the country. Around 220 millioncustomers walk into our stores each year. We employ 35,000 people directly from every sectionof our society.Pantaloon Retail strives to deliver superior, sustainable financial performance and ensure clarityand reliability of financial information shared. We believe the Indian consumption story is intactand the combination of consumption and investment-driven growth will power our success.The business is well capitalized to propel pure retail growth momentum.Corporate Governance:The company‟s reputation is earned by their conduct: what they say, what they do, the productsthey provide, the services they offer and the way they act. Pantaloon Retail stands on thefoundation of integrity and stewardship.They believe success requires the highest standards of corporate ethics towards everyone theywork with, the communities they serve, and the environment we impact. This is their road tosustainable, profitable growth to create long-term value for our people, business partners,customers and shareholders.They have an active, capable and diligent management and leadership team that understand itsrole in implementing rigorous financial discipline, risk metrics and gold standard corporategovernance. They have ongoing efforts encompass financial stewardship in strategic and dailybusiness decisions to ensure accurate financial reporting and effective controls.LeadershipKishore Biyani is the Managing Director of Pantaloon Retail (India) Ltd and the Group ChiefExecutive Officer of Future Group. Considered a pioneer of modern retail in India, Kishore‟s
  6. 6. leadership has led Pantaloon Retail‟s emergence as India‟s leading retailer operating multipleretail formats that cater to the entire basket of Indian consumers.Kishore Biyani led the company‟s foray into organized retail with the opening of the Pantaloonsfamily store in 1997. This was followed in 2001 with the launch of Big Bazaar, a uniquely Indianhypermarket format that democratized shopping in India. It blends the look and feel of the Indianbazaar with aspects of modern retail like choice, convenience and quality. This was followed bya number of other formats including Food Bazaar, Central and Home Town.2006 marked the evolution of Future Group that brought together the multiple initiatives takenby group companies in the areas of Retail, Brands, Space, Capital, Logistics and Media.Kishore Biyani advocates „Indianness‟ as the core value driving the group and the corporatecredo „Rewrite Rules, Retain Values.‟Kishore Biyani- Managing DirectorShailesh Haribhakti- Chairman & Non-Executive Independent DirectorS Doreswamy- Non-Executive Independent DirectorDr. Darlie Koshy- Non-Executive Independent DirectorAnil Harish- Non-Executive Independent DirectorBala Deshpande- Non-Executive Independent DirectorV.K. Chopra- Non-Executive Independent DirectorGopikishan Biyani- Non-Executive DirectorRakesh Biyani- Executive DirectorVijay Biyani- Executive DirectorKailash Bhatia- Executive Director
  7. 7. Visual MerchandisingVisual Merchandising is the art of displaying merchandise in a manner that is appealing to theeyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion,presenting them in a way that would convert the window shoppers into prospects and ultimatelybuyers of the product. A creative and talented retailer can use this upcoming art to breathe in newlife into his store products. Passion for design and creativity are essential to be a good visualmerchandiser. A perfect design process and the ability to create ideas that are different arerequired. Awareness of happenings in fashion world is needed so as to keep up-to-date with thedynamics of the market constantly.Visual merchandising includes window displays, signs, interior displays, cosmetic promotionsand any other special sales promotions taking place.Components of Visual Merchandising:There are certain things which a retailer needs to take care while proceeding with the process of displaying his products. These components when combined together in a proper ratio will make a successful outcome. Make merchandise the focal point: The main goal of display is to showcase the products within the overall display area. Customers give three to five seconds of their attention to window display. The retailers visual message should beconveyed to the customer in that short period of time. It should not be like anunsuccessful TV advertisement, where the product is forgotten altogether and only theconcept of the commercial remains in the mind of the viewer. The arrangement ofwindow display should go with the product and should not suppress them to make itdiscernable to the eye.Right choice of colors is vital:Color is one of the most powerful tools in the Visual Merchandising segment. It is a
  8. 8. visual perceptual property. Colors can be associated with emotions, special occasionsand gender. It attracts attention and pulls more customers into the store. A retailer hasto focus on the right choice of color that would match with the theme of display. It is notpossible to satisfy everyone all the time, but it is possible to cultivate the taste ofcustomers gradually and purposefully. A right choice of colors in the display items canturn walkers into stoppers and significantly convert them into customers. It is thereforemandatory to choose the right color for the right theme of display. A Halloween displaywould require black color in the display theme. Valentines theme should be ruled by redcolor supplemented withpink and white. A display ofbabys accessories shouldreflect light shades of pinkand blue colors. A Christmasdisplay should contain colorsof red, green, gold and silver.Display themes toappropriately supportthe product:A theme is a display of saleitems of similar categories e.g. a display of kitchen accessories. It’s essential to havethemes for all retail displays. They can be romantic, wild, or capricious, and capturepeople’s imaginations.A good theme will lure the customer with a shopping mood into the store. Themesmainly depend upon the retailers imagination and creativity. Focusing on the righttheme rather than creating a display with expensive raw materials is the key tosuccessful window display. A shoe store theme can be a group of elves buying shoes. Atheme for display of casual wears can be a group of mannequins sitting casually at a gettogether in different poses. Related themes will tug the heartstring of the customers andwill pay off.Display should complement the retailers other strategies:The content of the display should complement the in store environment and othermarketing strategies of the retailer. If the retailer has a specific logo, the colors of thedisplay can reflect the same color of the logo. For e.g. MacDonalds display, the clown isof the same color, red and yellow as in their logo.Cleanliness:Neat and clean arrangement is the foundation of an inviting a successful visual display.A beautiful display can be ruined by a cracked sign holder or an unclean displayenvironment. Effective cleaning schedule of showcases and display fixtures is required.
  9. 9. Change the display settings in frequent intervals:Changing the arrangement of the displays in regular intervals will initiate new interest about theproducts in the minds of the customer. By designing a plan-o-gram and activating changesfrequently one can thus be a proactive retailer.With globalization and the retail boom, visual merchandising is growing in leaps and bounds. Itis not simply concerned about decorating a store beautifully; but must also symbolise the brandkeeping the target audience in mind.The importance of VM:Visual merchandising today forms a critical element of retailing. Besides the facade andwindows, which are clearly done up with an objective to attract passer-bys and induce walk-ins,there is also in-store decor that is designed to enhance the customer‟s comfort and conveniencewhile shopping and overall, offer a superior shopping experience.Consumer behaviour studies have confirmed that the lure of a beautifully done up show windowand a tastefully decorated facade, more often than not, prove irresistible as they walk in to checkout what is on offer. It also ensures exclusivity since no two stores should look alike. Besides,when the mood and theme of such displays change at regular intervals, it makes certain that thestore remains top of mind. Loyal customers have often been known to anxiously wait for the nextdisplay. „Stickiness‟ in retail formats is also ensured by the imaginative use of colours, lighting,space, furniture and visual elements with regard to in-store displays.Once customers walk in, it is but imperative to ensure that they enjoy their first encounter withthe store. After all, repeat visits will only happen if a customer‟s first visit is a memorable one.The logical arrangement of counters, with clear passageways allows for easy access tomerchandise.Rather than getting lost in the mazo that most large stores are, the customer feels more in control.Space is allocated to various product categories taking into account the number of SKUs stockedand shelv-es/counter space requirements are worked out accordingly.Clear passages are provided for products, which require touch and feel. All impulse purchasedriven products are also clearly displayed so that the customers can reach them without anyhindrance. Also, it has been observed that when a person enters a room, the human eye moves ina Z pattern, i.e. from rear left of the room to right rear, followed by front left of the room to frontright. Care should be taken to do up the rear left end of the room in an appealing manner so as toguide the direction of vision and keep a shopper visually interested.A great deal of research has been undertaken on the impact of lighting on a customer‟s purchasebehaviour. Results clearly indicate that in general, stores that are brightly lit, with the lightscleverly blending with the interiors lead to higher customer comfort, and as such, more sales.Different types of lighting and interiors are used on different floors, the change reflecting thevarious products that are on display on a particular floor, the proposed target audience and the
  10. 10. time of the year. The ladies floor, for instance, is most often subtly lit with soft lights or thenagain, in summers, cool bluish ights are used to impact an impression of coolness and comfort.The careful use of spotlights helps add to the appeal of products such as crystal and jewellery.Signages related to various product sections are put up clearly to demarcate areas, allowingcustomers a clear understanding of what is stocked where. With various brands having their ownpull, brand signages are also put up within the product sections so that customers can find theirfavourite brands easily. Additionally, within the product sections, signages help to publicise thevarious promotional schemes that might be running in the store. Stores also make use of signagesto indicate the facilities/services available at the store, such as washrooms, cafe etc.Most stores have an in-house team of visual merchandisers who coordinate with the marketingteam as well as the in-house merchandisers and suppliers. Each time any major changes in decorare contemplated, they present the visual display concepts to the group for analysis and selection.Subsequently, the same is executed. The visual merchandising team also makes projections vis-a-vis returns per sq. ft. for each section and each brand stocked. On promotions related visualmerchandising, the inputs of the advertising agency are also sought so that the in-shopcommunication is in line with the tactical promotions advertising. With cost of visualmerchandising generally amounting to 1% of sales, this is one communication tool that clearlyhas an edge over others in terms of drawing in shoppers, increasing flow of traffic and increasingsales.
  12. 12. Store Hierarchy Store Manager Support Operations Function Customer VisualOperation Department Marketing HR Commercial Service MerchandisExecutive Manager Manager Manager Desk er Assistant Administara Department Cashier Information tion Manager Team Maintenanc Security Leader e Floor House Assistant Keeping
  13. 13. Standard Operating Process of Pantaloons for Visual MerchandisingThese processes have been defined:  On the basis of a survey of our customers‟ buying behaviours,  In harmony with current collections and trends,  In order to optimise the retail space in compliance with visual display guidelines.This will enable the company to jointly develop a professional Merchandising approachstructured 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 THROUGHOUTTHE CHAIN OF PANTALOONS
  14. 14. Basics of merchandise Presentation: Types of merchandise display technique:HangingProducts that need full frontal view, have special embroidery , print on front or back or productthat require to show the shape, fit & fall of the garment. Ideal for Fashion merchandise. Thesecan be Frontals or Side-Outs.StackingPacked products like formal Shirts that don‟t need details of shape, fit & fall should be stacked.Done for Core merchandise.S - HookDenims are usually hung using S hooks as it gives the rough and casual look that complimentsthe product.Rolledcargos are rolled at times to give them a utilitarian attitude. Limp material core merchandise isstyled in this fashion.
  15. 15. Guidelines for hanging merchandise:• Colors should go from Light in front to Dark at the back.• Ensure same style/ price merchandise are placed together•It Is mandatory to do Size Wise displayFor Example-XS/S/M/L/XL/XXL
  16. 16. Guidelines for hanger alignment:Basic principles of hanger alignment and placement:Direction of hangersFor 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 placedin 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.
  17. 17. Limitations2 numbers of I-browser (hangers face each other), C- browsers (hangers face inside the ring), H nH browser (hangers face each other).I was asked to check the alignment of the hangers, viz., I had to check whether the hangers wereplaced in the right direction, whether the hangers were of the same size and if any problemsfound to fix it up immediately.
  18. 18. Guidelines 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.
  19. 19. Basics of LayoutAisle width and Fixture Positions  Entry should be open and welcoming with the entry cluster and promotional merchandise being highlighted .  Fixtures must be aligned with and perpendicular to the main aisle or to secondary aisles.  Width of aisles should be 5‟ for main and 3‟ for secondary aisle as in diagram.
  20. 20. Fixture layoutMain Aisle = 5‟Distance between fixtures = 3‟Distance between wall and fixtures = 3‟Shorter fixtures near aisleHeight of fixture to be kept as low asthe product on it allowsFixtures to start from the aisle.NO floor fixture to be higher than 4.5‟
  21. 21. NO high fixtures next to aisleNO fixtures on aisle Fixture 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
  22. 22. Zones:Each section can be divided into different zones based on its visibility. The section on theright is divided into three zones.Zone 1 – Right next to aisleZone 2 – Between fixtures touching the aisle and the back wallZone 3 – The back wall Display in ZonesZone1:It is the most visible to the customers.Power pricing, Entry price points, Fashion merchandise display.
  23. 23. Zone 2:It Is not visible at the first go. Display Core fashion MerchandiseZone3:Very visible from far off. Latest theme or story should be placed here. Wall display incoordinated with the nesting table works well, be it story or color.Cut Sizes should come on the bottom mostshelf on the wall. Or One dedicated fixture on floor with last of the best signage
  24. 24. COLOUR BLOCKINGColor Blocking is an easy way of making the most basic and hum drum merchandise lookappealing. It only requires placement of merchandise based on its color.Color blocking is always done vertically. This is done so that the customer can see a variety ofcolor options available to him/her.As color is a very power stimulus and evokes strong emotional response in people, verticalblocking also nullifies any ill effect a particular color might have on a person. In a horizontalblocking if the color in the most visible region was one that a customer disliked he/ she wouldprobably just turn away from the store.Color Blocking is done following the VIBGYOR, with the lighter colors on top and the darker atthe bottom.I had done colour blocking for the bags section
  25. 25. Different types of Fixtures 2/4 way browser with straight arm 2/4 way browser with waterfall arm HnH browser I browser C browser Nesting table Shelf Gondola Guidelines for gondola display: Can have hanging or stacking Packed products like formal Shirts that don‟t need details of shape, fit & fall should be stacked. Ethnic kurties, Party wear and Fashion merchandise should be hung A4 signage and shelf talkers Guidelines for Gondola displayImportant note:- In every formal wear brand The Last Shirt should be shoulder out & top five shirts should be front facing As shown in the picture
  26. 26. Guidelines for wall displays:Merchandise on shoot visuals or bust display should always Kept next to the branding or bustfrom in the absence of same product try to keep same color story or similar style.
  27. 27. Table display DocketAs the brand Pantaloons moves towards fashion the need to make the customers aware that whatthey are buying is not just another shirt but the latest fashion makes us strive towards a morefashionable approach in our displays.Tables play an important role in creating that fashion atmosphere in the store.  Easy shopping experience of customer (easy to find the complete look together)  Suggestive selling through coordinated display,  Show complete product feature through open display,There are two types of table displays:  Power pricing tables  Fashion Tables Power Pricing displayDisplay large volume of power pricing & EPP.Large volume:- Maximum of 18 pc in normal fold, 10 pc in paper fold per option.
  28. 28. Fashion Table Display  Open display of merchandise with full size set for selling purpose.  At least 4 options with full size set for top wear & at least 2 options with full size set of bottom wear.  Tables should not have single piece for display.  If table is divided in two parts one part will have top wear display & another part will have bottom wear display (as shown).  For fashion display table, whenever we highlighted bust forms should displayed the same merchandise on the table & should also have full size set. Any merchandise highlighted on  The bust form, if it runs out of sizes or sold out, it needs to be changed with the one that is in stock on the table.In fashion display we have two types of display:-  Product specific: Highlighting product with all the options in an open display.  Co-ordinate look : Suggestive co-ordinates displayed to form a look.Product specific: Highlighting product with all the options in an open display
  29. 29. Co-ordinate look : Suggestive co-ordinates displayed to highlight looks.The Fashion Table I made:
  30. 30. Brand Presentation  Brand Presentation will be change in every season  All the new shoot branding should be placed & no old season visual should be there on the floor  Season wise Planogram should be implemented in every brand  Signage & communication should be change as per new season guidelines  Sectional looks & props should be placed properly  Lighting should be proper in the store  All the display area (like-Window, Cluster , Focal Point, wall & Tables & all mannequin & bust form) should have proper lighting  No crumpled or torn print should be there on the floor  All the fixture should be in proper condition , All broken or damage fixture should be repairedI was in charge of presenting the in house brand of Pantaloons- RIG
  31. 31. SIGNAGESSignage 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 orinside/outside of buildings.The main purpose of signage is communication, to convey information such that its receiver canmake cognitive decisions based on the information provided. In general, signage can beclassified into the following functions:(a) Information: signs giving information about services and facilities, e.g., maps, directories,instructions for use, etc.(b) Direction: signs leading to services, facilities, functional spaces and key areas, e.g., signposts, directional arrows, etc.(c) Identification: signs indicating services and facilities, e.g., room names & numbers, toiletsigns, number of floors, etc.(d) Safety and Regulatory: signs giving warning or safety instructions, e.g., warning signs, trafficsigns, exit signs, rules & regulations, etc. Signage Manual  All the Signage should be in Right format, no spelling mistakes  Right fonts should be used (Helvetica 35,Aparajita, HelveticaNeue, Rupee Foradian)  Apart from Brand signage guidelines No extra signage should be there in any Brand  As per brand signage guidelines all the signage should be there on the floor  Any promo or offer signage will be placed with new acrylic stand, it will not hide any brand signage  No Old Fashion Friday signage should be there on the floor  All the signage paper & acrylics should be in proper condition  On one fixture only one signage will be kept  Always ensure that Signage‟s are never one sided, it has to be two sided.
  32. 32. Mannequins and its StylingA mannequin (also called a dummy, lay figure or dress form) is an often articulated doll usedby artists, tailors, dressmakers, and others especially to display or fit clothing.Mannequin comes from the French word mannequin, which had acquired the meaning "an artistsjointed model", which in turn came from the Middle Dutch word mannekijn, meaning "littleman, figurine". The use of mannequins originated in the 15th century, when miniature “milliners‟ mannequins”was used to demonstrate fashions for customers. Full-scale, wickerwork mannequins came intouse in the mid-18th century. Wirework mannequins were manufactured in Paris from 1835.There are a few guidelines to be followed while handling mannequins which are given below:  Taking care of below points during Mannequin Styling.  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 ).  Focal points & Bust form mannequins merchandise should be displayed next to it.  No damage merchandise on mannequin.  Ensure proper merchandise worn on mannequin, for e.g. Button should be closed properly, zipped denims.  Inner should be displayed on proper manner etc. With the above guidelines in mind, I started off my training in the field of handling mannequins. Throughout my 8weeks of internship, I had handled many a mannequin, dressed them according to the theme with proper accessories. Dressing up the mannequins was the most fun part because I had the freedom to stylize them according to my tastes and preferences. And luckily for me, those that were showcased in the mannequins were sold off very quickly.
  33. 33. End of Season Sale
  34. 34. Eoss VM Visibility PlanA4 SignageA5 Signage
  35. 35. Header Panel Promotional BinCan display a variety of merchandise. It is primarily placed near cash counters in order toattract customers attention.It can be used to keep products which are on offer or having special schemes.
  36. 36. FaçadeEntrance
  37. 37. CSDBin
  38. 38. Section DisplayWall Display Unit
  39. 39. Floor Display UnitBlue Sky Section
  40. 40. CONCLUSION Visual Merchandising allows the product to be seen in its best possible way. VM increases perceived value of any given product and instantly suggests "go-with" items to a customer. Visual merchandising increases sales, units/Rupee per transaction, and inventory turns. Proper visual merchandising also draws more customers into the store and makes them want to return sooner due to an easy and enjoyable shopping experience.
  41. 41. DECLARATIONI, Shrestha Dey, student of National Institute of Fashion Technology, hereby declare that thisreport is my original and authentic work and there is no plagiarism or dishonest means involved.Any reference made from secondary data and resources have been duly acknowledged. I firmlycertify that if found otherwise, my report will render itself null and void.
  42. 42. ACKNOWLEGEMENTI would like to express my thanks and gratitude to my project guide and mentor Ms. KrishikaaBansal , VM, Pantaloons Guwahati and Miss Ritu Malhotra for their constant guidance andsupervision for the report. I would also like to thank all the managers of Pantaloons Guwahati fortheir valuable advice and guidance. Also, I would like to thank the sales staff for their kind co-operation and patience. Last but not the least, I would like to thank my colleagues who workedwith me, gave me company and made my work easier.
  43. 43. Primary objective:To study the organization structure.Secondary objective:To study the visual merchandising process of the store.
  44. 44. AbstractThe relationship between dressing and the idea of individual expression is complex. It may beperceived inpeople‟s daily life through recurrent use of the same clothing colours, brands, andfashion trends. Manypeople use contrasts and colours that express feelings according to theirstate of mind. Thus, productproperties, such as design, comfort, individuality, play a decisiverole in apparel buying behaviour, which mayvary depending on a set of factors, particularly sex.VM is the display of products which makes them appealing, attractive, accessible, engaging, andenticing to shoppers in a retail store. Visual merchandising utilizes displays, color, lighting,smells, sounds, digital technology and interactive elements to catch customers attention andpersuade them to make purchases. Visual merchandising helps convey the image of the brandand reflects the personality of the target markets that the retail store wants to attract.
  45. 45.
  46. 46. NATIONAL INSTITUTE OF FASHION TECHNOLOGY, KOLKATAStudy of the organization structure of Pantaloons Retail (I)Ltd., and Visual Merchandising Process of Pantaloons,Guwahati MINOR PROJECT REPORT FOR THE PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF DEGREE IN MASTERS OF FASHION MANAGEMENT Submitted by: Shrestha Dey, Roll no: 11 Semester III FMS dept., NIFT Kolkata---------------------------------------------------------------------------------------------------------------- Under the guidance of: Ms. Ritu Malholtra, FMS dept., NIFT, Kolkata