1. A Summer Internship Project
SUBMITTED FOR THE PARTIAL FULFILMENT OF
THE REQUIREMENT FOR THE AWARD
OF
Master of Business Administration
SUBMITTED BY
Student Name
Sweta Pugalia
UNDER GUIDANCE
Faculty Guide
Aditi Dutt
International Institute of Fashion Designing
Annamalai University
Year of Submission
2010-2011

2. Acknowledgement
This report bears the imprint of many people and without their
support it would have not existed. First of all I would like to express
my sincere indebtedness and profound gratitude to my parents
whose support in all manners had made me capable to complete this
project.I acknowledge my deepest thanks to Mr. Awtar Singh
(Mall Manager, Jaipur Central) and Mrs. Sweta Pugalia
(Sr. Visual Merchandiser, Jaipur Central) for giving me the wonderful
opportunity to work with the renowned Future Group.
I sincerely thank to my project guide Aditi Dutt, Head of the department,
INIFD, college, Jaipur for guidance and encouragement in carrying
out this project. At the outset I would like to put on record my sincere
gratitude to all the members at Jaipur Central for their cooperation.

3. Certification
This to certify that the project title
“HIGH FASHION BOUTIQUE done by Jaipur Central on VISUAL
MERCHANDISING”
Submitted in partial fulfillment for the award of MBA in design management was
carried out by Sweta pugalia
under my guidance.
Name of faculty Signature of
faculty
Aditi Dutt

6. Rush…
Rush…
Rush…
STARTS NOW

7. hAute fAshION’s LAYOut

8. Welcome to HAUTE a passion
HAUTE HAUTE HAUTE

9. Welcome to HAUTE a passion
hAute fAshION’s

10. Welcome to HAUTE a passion
hAute fAshION’s

11. Welcome to HAUTE a passion

12. Welcome to HAUTE a passion

13. WELCOME TO hAute fAshION’s
 Our boutique Haute has a free-flow layout.The
meaning of haute is “fashionably elegant”, so
this is what we tried to convey in our
presentation.
 Being a boutique, we do not carry a huge
selection of items in multiple sizes. We only
receive a few sizes of each item we sell;
therefore we do not need a huge space to store
our excess merchandise. Everything we receive is
priced, then immediately placed on the floor.

14. WELCOME TO hAute fAshION’s
 We want every customer to feel special when
they walk in the door. Being a small and open
store allows us to be in direct contact with all
of our customers all the time.The free-flow
floor layout creates intimacy for the
customer.The customer always feels like
he/she is the most important person in the
room, and this is one of our goals for our
customers.

15. WELCOME TO hAute fAshION’s
 Having only a few fixtures in our free-flow layout
allows the customer to understand that our
focus is on the quality of clothing that we
sell, not the quantity. Every item in our store is
something that we personally chose to sell;
therefore we honestly do love everything in our
store and want our customers to feel the same
way.At Haute, our store layout is designed
specifically to be known as the
fashionable, chic, and fun place to shop.

16. Elements used in hAute fAshION’s

17. Allocating Space
Types of space needed:
1. Back room
2. Office and other functional spaces
3. Aisles, services areas, and other nonselling
areas of the main sales floor
4. Wall merchandise space
5. Floor merchandise space

18. Merchandise Presentation Planning
Methods of Merchandise
Presentation we use
1. Shelving
2. Hanging
3. Pegging
4. Folding
5. Stacking
6. Dumping

19. FLOOR FIXTURE ALIGNMENT
hAute fAshION’s

20. Merchandise Presentation Planning
Psychological Factors to
Consider When
Merchandising Stores
1. Value/fashion image
2. Angles and sightlines
3. Vertical color blocking

21. Store Layout Considerations
High margin items should be placed in high traffic
areas.
High demand items should be placed in low traffic
areas.
Complementary items should be placed near each
other.
Seasonal needs should be considered.
Items needing frequent restocking should be placed
near
storerooms or cash registers.
Larger departments should be placed in lower traffic
areas.
Shopping behavior and operational considerations
should be recognized.

22. Store Design
1. Storefront Design
2. Interior Design
3. Lighting Design
4. Sounds and Smells: Total Sensory
Marketing
Interior Design
High Class , frills flooring combined
with the fine quality fixtures and use of glass
allover help to convey the High Fashion’s image
.

23. Signs and Lighting
Signs and graphics provide information
and can add personality, beauty, and
romance to a store’s image
Good lighting should do more than
illuminate space. It can highlight
merchandise, sculpt space, and capture a
mood that enhances a store’s image.
• Popping the Merchandise

24. Visual Communications
1. Name, Logo, and Retail Identity
2. Institutional Signage
3. Directional, Departmental, and Category
Signage
4. Point-of-Sale (POS) Signage
5. Lifestyle Graphics

25. Our Strength
Passion
Communicatio
n
Team Player
 Our most important strength will have
to be passion.We absolutely strive to
somehow be apart of the fashion
industry.We love fashion and just have
a passion to create something of our
own.
 Communication is another strength
because we have always been able to
express our self easily.
 As a team playerWe are a great
listener and am open to all ideas.

26. Our Goals
 Since our interest is in the visual aspect of retail, we have
been involved in many projects centered around the
visual aspect of the business, such as window and interior
displays, designing website, and sending promotional
emails.
 Our biggest passion is to one day become a
fashion/personal stylist .We would love to later become a
stylist and work with people and companies to make
them look great!

27. Mission
 To provide women with a boutique that offers a comfortable and
approachable environment

To showcase quality, well-constructed fashions from prominent and
cutting-edge designers

To offer a variety of beautiful and high-end fashion accessories

To help women learn what clothing and styles go best with their
unique personalities

To generate buzz and sales through top-notch exclusive services

28. Keys to Success
 Having a good location in a high-shopping area

Quality product and good relationships with vendors

Outstanding customer service

29. Objectives
 To turn inventory five times and generate $800 in
sales per square foot

To maintain profit margins at 15-20% through close
attention to expenses and cost of goods sold

To drive awareness and build sales through mentions
in both local print and the nation's top fashion
magazines

30. Clothing for stylish women
 carry Ready-to-Wear (RTW) designer and
casual/contemporary apparel & accessories
for women

31. Unique & innovative
 We provide services such as Style
Assessments, alterations, personal shopping, and special
ordering to customers during store hours and by
personal appointments. Style Concierges who are trained
within the image industry will be available to customers
on a daily basis. Haute is innovative Style Assessments
and educational emphasis in helping women develop
their personal styles will enhance our reputation as a
truly unique boutique

32. Getting the word out
 Haute will generate awareness and sales by utilizing PR
tactics and the referral networks of personal stylists.
Additionally, Haute will meet our customers where they
are, focusing on how women approach shopping by
obtaining mentions and reviews in the top fashion
publications, travel guides and local papers.

33. Management
 Haute has gathered the expertise to complement
and grow the business. Our advisory team holds
expertise in retail accounting, retail merchandising,
legal contracts, fashion and design. A detailed
project plan has been created and all tasks are on
schedule. Buying for the Fall/Winter season was
completed inApril, and store design and marketing
elements are currently being finalized.

34. Exclusive Personal Services
 Personality Style Assessment
 Full and Self-Service
I. "What's New" Bulletin
II. Coterie ClothingTags
III. Style Concierges

35. Exclusive Personal Services
Personality
Style
Assessment
 The Style Assessment is a one-page
quiz based on the highly regarded
Ennegram that helps a woman
determine the appropriate styles for
her personality.The assessment helps
a customer define her personality by
providing her style words (e.g.
engaging, romantic, modern) to
choose from along with tips on what
clothing works well for her style
personality. Style Icons are also
provided to help her visualize the
appropriate look.There is normally a
small fee for the assessment

36. Cont.
 There is normally a small fee for the assessment, but
customers are able to take the Style Assessment for free
at the Style Studio when they make cumulative
purchases of $250. After each customer completes the
quiz in the studio section of the boutique, she will receive
a laminated HAUTE wallet card to carry around as a
shopping reminder that lists her style personality type,
style words, style icons and clothing styles appropriate
for her.

37. Exclusive Personal Services
Full and Self-
Service.
I. "What's
New"
Bulletin.
 "What's New" Bulletin.
Behind the cash wrap area
there will be a bulletin board
that is frequently updated
and that lists and displays
the following details:

38. Exclusive Personal Services.
Full and Self-
Service.
i. "What's
New"
Bulletin
ii. How toWear
 This will show how to wear a particular
item for work, weekend and going out

39. Exclusive Personal Services.
Full and Self-
Service.
i. "What's
New"
Bulletin
ii. How toWear
iii. Coming Soon
 This will feature items
coming into the boutique
soon

40. Exclusive Personal Services.
Full and Self-
Service.
I. "What's
New"
Bulletin
i. How toWear
ii. Coming Soon
iii. Services
 This will list all the additional style
services that Haute offers .

41. Exclusive Personal Services.
 Full and Self-Service.
I. "What's New" Bulletin
i. How toWear
ii. Coming Soon
iii. Services
II.Coterie ClothingTags

42. Exclusive Personal Services.
Full and Self-
Service.
I. "What's New"
Bulletin
i. How to Wear
ii. Coming Soon
iii. Services
II.Coterie Clothing
Tags
 Each clothing tag will have the
corresponding Style Personality
numbers listed to help customers
determine which pieces are best for
them

43. Exclusive Personal Services.
Full and Self-
Service.
I. "What's New"
Bulletin
i. How toWear
ii. Coming Soon
iii. Services
II.Coterie Clothing
Tags
III. Style Concierges
 Haute believes in bringing the best
service to our customers.As such, all
sales associates are called Style
Concierges. Our Style Concierges will
be trained and participating members
of the Association of Image
Consultants International.They will be
available to assist customers with their
Style Assessments, wardrobe
planning, special orders and personal
shopping. If a customer is pressed for
time, she simply calls Haute to set up
an appointment and there will be
someone there to greet and assist her

44. Market Analysis Summary

According toWomen'sWear Daily, luxury firms forecast a
strong 2004, particularly for accessories and footwear.
However, the strong Euro and slowdown in wealth creation
are big concerns and managing a balanced quality-price
ratio is the key to success for luxury retailers.
 "Fashion is a requirement for those who are high in their
success." -Luxury Consumer
In the luxury market, luxury consumers (defined as
"affluents"

45. fAshION’s INtrOductION PLAN
F
A
S
H
I
O
N
S
H
O
W

46. stYLe stAteMeNt Of hAute fAshION’s

47. DISPLAY FOR RAINY SEASON

48. AUTUMN WINTER COLLECTION

49. MERRY CHRISTMAS WINDOW DISPLAY

50. dIsPLAY fOr vALeNtINe”s dAY
vALeNtINe’s dAY

51. Where to Shop
 Has reasonable prices
 Treats customers with respect
 Carries quality merchandise
 Doesn't pressure me to buy anything
 Convenient store hours
 Handles merchandise returns fairly
 I can always find what I want
 Carries a wide variety of items (e.g. colors, sizes)
 Has outstanding customer service
 Makes it quick and easy to shop

52. Target Market Segment
Strategy
 Neighborhood Storefront Friends &
Customers (word of mouth and email)
Personal shoppers and stylistsWomen's
Fashion Magazines articles and reviews such
asW, Lucky, Marie Claire andVogue Local
press mentions & adsTravel and shopping
books and websites

53. Target Market Segment Strategy.
I. The Primary
Customer .
II. Customer
needs,
expectations
and buying
patterns .
 The primary Haute customer is
a professional woman with a
household income over $100K.
Her main characteristics are
listed below:
i. Demographics
ii. Psychographics
iii. Leisure Activities
iv. Clothes Shopping Behaviors

54. The Primary Customer .
i.
Demographics
 Professional woman (ages
30-55)
 Household income over
$100,00
 College-educated
 Lives in a higher-income in
neighborhood

55. The Primary Customer .
ii.
Psychographics
 Looks for bargains (seasonal
fashion) but willing to spend money
on quality, core items.
 Would like more time or help in
understanding what clothing is
right for her.
 She wants to look her best because
she wants to feel good about
herself as well as make a good
impression at her job.

56. The Primary Customer .
iii.
LeisureActivities
 Listens to NPR.
 Supports the Arts.
 ReadsVogue, NewYorker, Bon
Apetit, Lucky.
 Watches Bravo, BBC, HBO.
 Internet savvy.
 Travels, owns a passport.
 She enjoys eating out as well as
taking time for herself at the spa or
getting a mani-pedi.

57. The Primary Customer .
iv.
Clothes
Shopping
Behaviors
 Spends over $2,500 for clothes each
year.
 Shops at Boutiques, Nordstroms, and
Banana Republic.
 Wears a size 6, 8, or 10Buys mostly
tops and pants.
 Looks for classic, basic items each
season, with 1-2 trendy items.
 She cares about how she presents
herself, enjoys fashion, and looks for
quality over quantity

58. Target Market Segment Strategy.
II.
Customer
needs, expectati
ons and buying
patterns
 The Haute customer loves to shop and
enjoys going to boutiques. She is
knowledgeable about designer
fashions and tends to shop for
seasonal wardrobes twice a year plus
picks up various fashion and basic
pieces throughout the year.
 Many times she shops to "browse." By
offering fashionable accessories and
wardrobe organization items, Houte
will be able to grab a larger share of
her wardrobe budget

59. Target Market Segment Strategy.
II.
Customer
needs, expectati
ons and buying
patterns
 . She is used to coming into the store
and browsing through the clothing
items and trying on what interests her.
She expects a warm and comfortable
environment and nice dressing rooms.
She enjoys being left alone but also
enjoys the special touches of personal
shopping assistance and having the
ability to special order items. She
wants fun and catered shopping
events in the evening and also enjoys
receiving special notices on sales and
participating in trunk shows to garner
more savings.