Summer Internship Project

1. Introduction
The India Retail Industry is the largest among all the industries, accounting for over 10 per cent
of the country‟s GDP and around 8 per cent of the employment. The Retail Industry in India has
come forth as one of the most dynamic and fast paced industries with several players entering the
market. But all of them have not yet tasted success because of the heavy initial investments that
are required to break even with other companies and compete with them. The India Retail
Industry 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 services
sector are going to be the key factors in the growth of the organized Retail sector in India. The
growth pattern in organized retailing and in the consumption made by the Indian population will
follow 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 forces
for global retail giants wanting to enter into newer markets, which in turn will help the India
Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modern
retail in India could be worth US$ 175-200 billion by 2016. The Food Retail Industry in India
dominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7
billion business, growing at over 20 per cent per year. The future of the India Retail Industry
looks promising with the growing of the market, with the government policies becoming more
favorable 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 services
sector are going to be the key factors in the growth of the organized Retail sector in India. The
growth pattern in organized retailing and in the consumption made by the Indian population will
follow 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 and
windows, 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 convenience
while shopping and overall, offer a superior shopping experience.

2. FUTURE GROUP
Future Group India was established in 1994 with a vision to provide diverse services in Indian
and Global markets. The business areas of Future Group cover BPO (Business Process
Outsourcing), New Media, Security Management, and Construction. Through their strategic
investment and services, the future of Future Group shows a rising star in the business sky of
India.
FUTURE RETAIL:
The retails businesses of Future Group in India are divided into three main categories:
Pantaloon Retail India Limited
The 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.com
Joint 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
India
Indian Joint Venture Partners
 Manipal Healthcare
 Talwalkar's
 Blue Foods
 Liberty Shoes.

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.com
BPO (BUSINESS PROCESS OUTSOURCING)
Future Group has made major investments in BPO industry as a venture into the Information
Technology Enabled services (ITES) industry. Future Group has subsidiaries offering IT based
solutions. These include:
 Language Services
 Software Development
 Content Engineering
NEW MEDIA
Future Group has invested in digital media and computer technology for creating innovative and
interactive multimedia presentations. These include:
 Multimedia Production
 Broadcasting
 Publishing
 Designing
SECURITY MANAGEMENT
Future 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. CONSTRUCTION
Future Group bring their past experience in quality construction for building and renovating
buildings for leasing to business. Future Group is also involved in the designing, financing and
legal considerations of the project undertaken. The construction activities of Future Group in
India include:
 Leasing
 Landscaping
MISSION:
 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. Pantaloons
Overview:
Pantaloon Retail is the flagship company of Future Group, India‟s retail pioneer catering to the
entire Indian consumption space. Through multiple retail formats, we connect a diverse and
passionate community of Indian buyers, sellers and businesses. The collective impact on
business is staggering: Around 220 million customers walk into our stores each year and choose
products and services supplied by over 30,000 small, medium and large entrepreneurs and
manufacturers from across India. This number is set to grow.
Pantaloon Retail continues to be India‟s leading multi-format retailer and a leader in
sustainability 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 million
customers walk into our stores each year. We employ 35,000 people directly from every section
of our society.
Pantaloon Retail strives to deliver superior, sustainable financial performance and ensure clarity
and reliability of financial information shared. We believe the Indian consumption story is intact
and 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 products
they provide, the services they offer and the way they act. Pantaloon Retail stands on the
foundation of integrity and stewardship.
They believe success requires the highest standards of corporate ethics towards everyone they
work with, the communities they serve, and the environment we impact. This is their road to
sustainable, 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 its
role in implementing rigorous financial discipline, risk metrics and gold standard corporate
governance. They have ongoing efforts encompass financial stewardship in strategic and daily
business decisions to ensure accurate financial reporting and effective controls.
Leadership
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Ltd and the Group Chief
Executive Officer of Future Group. Considered a pioneer of modern retail in India, Kishore‟s

6. leadership has led Pantaloon Retail‟s emergence as India‟s leading retailer operating multiple
retail 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 Pantaloons
family store in 1997. This was followed in 2001 with the launch of Big Bazaar, a uniquely Indian
hypermarket format that democratized shopping in India. It blends the look and feel of the Indian
bazaar with aspects of modern retail like choice, convenience and quality. This was followed by
a number of other formats including Food Bazaar, Central and Home Town.
2006 marked the evolution of Future Group that brought together the multiple initiatives taken
by 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 corporate
credo „Rewrite Rules, Retain Values.‟
Kishore Biyani- Managing Director
Shailesh Haribhakti- Chairman & Non-Executive Independent Director
S Doreswamy- Non-Executive Independent Director
Dr. Darlie Koshy- Non-Executive Independent Director
Anil Harish- Non-Executive Independent Director
Bala Deshpande- Non-Executive Independent Director
V.K. Chopra- Non-Executive Independent Director
Gopikishan Biyani- Non-Executive Director
Rakesh Biyani- Executive Director
Vijay Biyani- Executive Director
Kailash Bhatia- Executive Director

7. Visual Merchandising
Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the
eyes 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 ultimately
buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new
life into his store products. Passion for design and creativity are essential to be a good visual
merchandiser. A perfect design process and the ability to create ideas that are different are
required. Awareness of happenings in fashion world is needed so as to keep up-to-date with the
dynamics of the market constantly.
Visual merchandising includes window displays, signs, interior displays, cosmetic promotions
and 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 be
conveyed to the customer in that short period of time. It should not be like an
unsuccessful TV advertisement, where the product is forgotten altogether and only the
concept of the commercial remains in the mind of the viewer. The arrangement of
window display should go with the product and should not suppress them to make it
discernable 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. visual perceptual property. Colors can be associated with emotions, special occasions
and gender. It attracts attention and pulls more customers into the store. A retailer has
to focus on the right choice of color that would match with the theme of display. It is not
possible to satisfy everyone all the time, but it is possible to cultivate the taste of
customers gradually and purposefully. A right choice of colors in the display items can
turn walkers into stoppers and significantly convert them into customers. It is therefore
mandatory to choose the right color for the right theme of display. A Halloween display
would require black color in the display theme. Valentines theme should be ruled by red
color supplemented with
pink and white. A display of
babys accessories should
reflect light shades of pink
and blue colors. A Christmas
display should contain colors
of red, green, gold and silver.
Display themes to
appropriately support
the product:
A theme is a display of sale
items of similar categories e.g. a display of kitchen accessories. It’s essential to have
themes for all retail displays. They can be romantic, wild, or capricious, and capture
people’s imaginations.
A good theme will lure the customer with a shopping mood into the store. Themes
mainly depend upon the retailers imagination and creativity. Focusing on the right
theme rather than creating a display with expensive raw materials is the key to
successful window display. A shoe store theme can be a group of elves buying shoes. A
theme for display of casual wears can be a group of mannequins sitting casually at a get
together in different poses. Related themes will tug the heartstring of the customers and
will pay off.
Display should complement the retailers other strategies:
The content of the display should complement the in store environment and other
marketing strategies of the retailer. If the retailer has a specific logo, the colors of the
display can reflect the same color of the logo. For e.g. MacDonalds display, the clown is
of 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 display
environment. Effective cleaning schedule of showcases and display fixtures is required.

9. Change the display settings in frequent intervals:
Changing the arrangement of the displays in regular intervals will initiate new interest about the
products in the minds of the customer. By designing a plan-o-gram and activating changes
frequently one can thus be a proactive retailer.
With globalization and the retail boom, visual merchandising is growing in leaps and bounds. It
is not simply concerned about decorating a store beautifully; but must also symbolise the brand
keeping the target audience in mind.
The importance of VM:
Visual merchandising today forms a critical element of retailing. Besides the facade and
windows, 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 convenience
while shopping and overall, offer a superior shopping experience.
Consumer behaviour studies have confirmed that the lure of a beautifully done up show window
and a tastefully decorated facade, more often than not, prove irresistible as they walk in to check
out 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 the
store remains top of mind. Loyal customers have often been known to anxiously wait for the next
display. „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 with
the 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 to
merchandise.
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 stocked
and shelv-es/counter space requirements are worked out accordingly.
Clear passages are provided for products, which require touch and feel. All impulse purchase
driven products are also clearly displayed so that the customers can reach them without any
hindrance. Also, it has been observed that when a person enters a room, the human eye moves in
a Z pattern, i.e. from rear left of the room to right rear, followed by front left of the room to front
right. Care should be taken to do up the rear left end of the room in an appealing manner so as to
guide 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 purchase
behaviour. Results clearly indicate that in general, stores that are brightly lit, with the lights
cleverly 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 the
various products that are on display on a particular floor, the proposed target audience and the

10. time of the year. The ladies floor, for instance, is most often subtly lit with soft lights or then
again, 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, allowing
customers a clear understanding of what is stocked where. With various brands having their own
pull, brand signages are also put up within the product sections so that customers can find their
favourite brands easily. Additionally, within the product sections, signages help to publicise the
various promotional schemes that might be running in the store. Stores also make use of signages
to 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 marketing
team as well as the in-house merchandisers and suppliers. Each time any major changes in decor
are 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 visual
merchandising, the inputs of the advertising agency are also sought so that the in-shop
communication is in line with the tactical promotions advertising. With cost of visual
merchandising generally amounting to 1% of sales, this is one communication tool that clearly
has an edge over others in terms of drawing in shoppers, increasing flow of traffic and increasing
sales.

11. ORGANISATIONAL HEIRARCHY
COMPANY HIERARCHY

12. Store Hierarchy
Store
Manager
Support
Operations
Function
Customer Visual
Operation Department Marketing HR
Commercial Service Merchandis
Executive Manager Manager Manager
Desk er
Assistant
Administara
Department Cashier Information
tion
Manager
Team Maintenanc
Security
Leader e
Floor House
Assistant Keeping

18. Standard Operating Process of Pantaloons for Visual
Merchandising
These 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 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

19. Basics of merchandise Presentation:
Types of merchandise display technique:
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 don‟t need details of shape, fit & fall should 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.

20. 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 display
For Example-
XS/S/M/L/XL/XXL

21. Guidelines 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.

22. Limitations
2 numbers of I-browser (hangers face each other), C- browsers (hangers face inside the ring), H n
H browser (hangers face each other).
I was asked to check the alignment of the hangers, viz., I had to check whether the hangers were
placed in the right direction, whether the hangers were of the same size and if any problems
found to fix it up immediately.

23. 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.

24. Basics of Layout
Aisle 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.

25. Fixture layout
Main Aisle = 5‟
Distance between fixtures = 3‟
Distance between wall and fixtures = 3‟
Shorter fixtures near aisle
Height of fixture to be kept as low as
the product on it allows
Fixtures to start from the aisle.
NO floor fixture to be higher than 4.5‟

26. NO high fixtures next to aisle
NO 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

27. Zones:
Each section can be 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.

28. 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 mostshelf on the wall.
Or
One dedicated fixture on
floor with last of the best
signage

29. COLOUR BLOCKING
Color Blocking is an easy way of making the most basic and hum drum merchandise look
appealing. 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 of
color options available to him/her.
As color is a very power stimulus and evokes strong emotional response in people, vertical
blocking also nullifies any ill effect a particular color might have on a person. In a horizontal
blocking if the color in the most visible region was one that a customer disliked he/ she would
probably just turn away from the store.
Color Blocking is done following the VIBGYOR, with the lighter colors on top and the darker at
the bottom.
I had done colour blocking for the bags section

31. 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 display
Important 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

32. Guidelines for wall displays:
Merchandise on shoot visuals or bust display should always Kept next to the branding or bust
from in the absence of same product try to keep same color story or similar style.

33. Table display Docket
As the brand Pantaloons moves towards fashion the need to make the customers aware that what
they are buying is not just another shirt but the latest fashion makes us strive towards a more
fashionable 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 display
Display large volume of power pricing & EPP.
Large volume:- Maximum of 18 pc in normal fold, 10 pc in paper fold per option.

34. 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

35. Co-ordinate look : Suggestive co-ordinates displayed to highlight looks.
The Fashion Table I made:

36. 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
repaired
I was in charge of presenting the in house brand of Pantaloons- RIG

37. 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.
The main purpose of signage is communication, to convey information such that its receiver can
make cognitive decisions based on the information provided. In general, signage can be
classified 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., sign
posts, directional arrows, etc.
(c) Identification: signs indicating services and facilities, e.g., room names & numbers, toilet
signs, number of floors, etc.
(d) Safety and Regulatory: signs giving warning or safety instructions, e.g., warning signs, traffic
signs, 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.

39. 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.
Mannequin comes from the French word mannequin, which had acquired the meaning "an artist's
jointed model", which in turn came from the Middle Dutch word mannekijn, meaning "little
man, 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 into
use 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 mannequin's 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.

41. End of Season Sale

46. Eoss VM Visibility Plan
A4 Signage
A5 Signage

47. Header Panel
Promotional Bin
Can display a variety of merchandise. It is primarily placed near cash counters in order to
attract customers attention.
It can be used to keep products which are on offer or having special schemes.

48. Façade
Entrance

49. CSD
Bin

50. Section Display
Wall Display Unit

51. Floor Display Unit
Blue Sky Section

52. 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.

53. DECLARATION
I, Shrestha Dey, student of National Institute of Fashion Technology, hereby declare that this
report 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 firmly
certify that if found otherwise, my report will render itself null and void.

54. ACKNOWLEGEMENT
I would like to express my thanks and gratitude to my project guide and mentor Ms. Krishikaa
Bansal , VM, Pantaloons Guwahati and Miss Ritu Malhotra for their constant guidance and
supervision for the report. I would also like to thank all the managers of Pantaloons Guwahati for
their 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 worked
with me, gave me company and made my work easier.

55. Primary objective:
To study the organization structure.
Secondary objective:
To study the visual merchandising process of the store.

56. Abstract
The relationship between dressing and the idea of individual expression is complex. It may be
perceived inpeople‟s daily life through recurrent use of the same clothing colours, brands, and
fashion trends. Manypeople use contrasts and colours that express feelings according to their
state of mind. Thus, productproperties, such as design, comfort, individuality, play a decisive
role 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, and
enticing to shoppers in a retail store. Visual merchandising utilizes displays, color, lighting,
smells, sounds, digital technology and interactive elements to catch customers' attention and
persuade them to make purchases. Visual merchandising helps convey the image of the brand
and reflects the personality of the target markets that the retail store wants to attract.

57. Bibliography
en.wikipedia.org/wiki/Visual_merchandising
www.fibre2fashion.com/.../6/.../the-art-of-visual-merchandising1.asp
www.pantaloonretail.in
www.fibre2fashion.com/industry...retail-industry.../indian-retail-industry/
www.cci.in/pdf/surveys_reports/indias_retail_sector.pdf

58. NATIONAL INSTITUTE OF FASHION TECHNOLOGY,
KOLKATA
Study 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