Visual merchandising portfolio for visual merchandiser.

1. VISUAL MERCHANDISING
PORTFOLIO

2. CONTENTS
COVER PAGE
DESIGN PHILOSOPHY
INTRODUCTION TO V.M.
PROPS AND FIXTURES
COLOR BLOCKING
STORE LAYOUTS
IMPORTANT MATERIALS
TYPES OF DISPLAY
COMMON ERRORS IN V.M.
GRAPHICS AND SIGNAGE
BRAND RESEARCH
BOX DISPLAY
BIVARIA (COMPANY PROFILE)
Project Work
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3. DESIGN PHILOSOPHY
Visual merchandising builds upon or augments the retail design of a store. It is one of the final
stages in setting out a store in a way customers find attractive and appearing.
Many elements can be used visual merchandisers in creating displays including color, lighting,
space, product in formation, sensory inputs (such as smell, touch & sound), as well as technol-
ogies such as digital displays and interactive installations.
As methods of visual merchandising can be used color and style, symmetry and rhythm, face &
side presentation etc.

4. INTRODUCTION TO V.M.
1. Visual merchandising is the art of presentation, which put the merchandise in focus.
2. It educates the customer and create desire to buy.
3. It's a presentation of a store.
4. The objective of a store sale promotion plan.
5. A team involved- the senior management, architects, merchandising manager, buyers, the visual
merchandising director, industrial- designers, and staff is needed.

5. TYPES OF DISPLAY
1- Window display
2- Interior display
3- Isolated display
4- Open display
5- Theme display
6- Life style display
1- Window Display: Window display has traditionally been a major of promotion for many store-
based retailers. The main feature of window display are visual appeal rele-
vance and interest value. The visual appeal of a display directly affects the
ability of the display again.

6. 2- Interior Display: Display inside the store should relate to the display seen in the window.
Good display effects should continue inside the store to move customer
traffic through the store.
3- Isolated Display: Isolated display are less frequently used now than in the past, because
they require too much time and expensive props such as mannequins.

7. 4- Open Display: The open display gives the shopper free easy access to the products. The
display seeks to gain shopper attention and involvement by allowing products
to be easy touched or sample.
5- Theme Display: A theme display is aimed at a connection between an event, activity, season
or other feature and shopper.

8. 6- Life Style Display: Lifestyle display seek to present products that fit the way the shopper lives,
plummer (1974), describe the shoppers activities, interests or opinions.

9. PROPS
A prop is something used with a product in a display that clarifies the function of the
merchandise being sold or the story being told.
TYPES OF PROPS
1- Functional Props: Practical items for holding merchandise such as mannequins, tables &shirt
forms.

10. 2- Decorative Props: Only purpose is to enhance merchandise. Items such as trees, tables & cars.
3- Structural Prop: Used to support functional and decorative props and change the physical
makeup of display. (boxes, rods, stands & stairways, etc)

11. FIXTURES
To make stores’s wall merchandisable, wall usually covered with a skin that is fitted with
vertical columns and notches.
TYPES OF FIXTURES
1- Stand: Used in a variety or assortment window - form glass line to the back of the display window.

12. 2- Platforms and Elevations: Platforms or Elevations can be tables and other pieces of furniture
that can be used to raise up a mannequin, a form or arrangement of
merchandise.
3- Round Racks: Circular racks on which garments are hung around the entire circumference.

13. 4- Bin: A rimmed table or bin used to hold sale or special merchandise on the sales floor, especially
in discount operation; it has no formal arrangement.
5- T- Stand: Freestanding, two-way stand in the shape of a T, that holds clothes on hangers,
sometimes with one straight Arm and one waterfall.

14. 6- Four -Way Stand: A fixture with four extended arms, that permits accessibility to hanging
merchandise all the way around.

15. COLOR BLOCKING
Human eyes see colors in increasing order (in terms of color- value) so while displaying
the merchandise a Visual Merchandiser keeps in mind the human perception and behavior.
IMPORTANCE OF COLOR
Emotional Impact: Beyond their ability to command attention colors can have an emotional
affect on customers and portray meaning about the goods a business offers.
Color Association: Certain colors any strong connections
to specific ideas and industries which
business can use to enhance their
visual merchandising.

16. COLOR THEORY
A color circle, based on red, yellow and blue, is traditional in the field of art, Sir Isaac Newton
developed the first circular diagram of colors in 1666.
Primary Colors: Red, yellow and blue.
Secondary Colors: Green, orange and purple.
Tertiary Colors: Yellow, red-orange, red-purple,
blue-purple, blue-green & yellow-green.

17. STORE LAYOUT
A store layout is a plan designating the use of all space in the store, including aisles, fixtures,
merchandise display and selling areas. store layout is the management arrangement and the
combination four distinct spaces of the store.
Selling space
Storage space
Personnel space
Customer space
Loop Layout:- A major customer aisle begins at the entrance , loops through the store usually
in the shape of circle , square, or rectangle and then returns the customer to
the front of the store.
This layout divides the selling floor into shops within the store.
This layout is employed in a discount or a department store.
Loop with a major aisle that has access to department and store multiple
entrances.

18. Grid Layout: The counters and fixtures are placed in long rows or 'runs' usually at right
angles, throughout the store. A liner design for a selling floor where fixtures
are arranged to form vertical and horizontal aisles throughout the store.
Supermarkets, discounters, grocery, drug store and other convenience -
oriented retailers , typically use it.

19. Spine Layout: Variation of grid ,loop and free -form layouts
Based on single main aisle running from the front to back of the store.
An either side of spine , merchandise department branch off toward the back of
side walls.
Heavily used by medium- sized specialty stores ranging from 2oo- 10,ooo square
feet.
Based on single main aisle running from the front to the back of the store.

20. Free Flow Layout: Fixtures and Merchandise are grouped in Free-Flowing pattern on the sales
floor.

21. IMPORTANCE OF MATERIALS
Wood is extremely common, easily available. it has attractive and decorative
properties with or without painting.
Wood:
Fibreboard: Produced from the thinning of sustainable softwood forests well suited to car-
casses. it is very light weight . cheap and reasonably strong.

22. Platic: Lost plastics are relatively cheap.
Do not require finishing.
However if exposed to sunlight they may degrade over time and translucency will be.
Acrylic: Acrylic is a plastic when polished offers a gloss finish.
Can be crystal clear or pigmented in a wid variety of colors.
Easy to machine.

23. Styrene: Styrene sheet comes with a gloss side and a matt side it can not be polished..
Styrene is chea.
Comes in multiple colors .
Polycarbonate is a very strong stiff and hard material that can be molded,
bent and machined.
Is relatively expensive.
Polycarbonate:

24. COMMON ERRORS IN V.M.
Definition of window display in visual merchandising- A display window, most commonly called
shop window (AMERICAN ENGLISH) is a window in a shop displaying items for sale or otherwise
designed to attract customers to the store.
Lighting
Lack of Underlying Theme
Too Many Props
Change too Seldom
Maintenance of the Display
Limited or No Display Budget
Lack of Attention to Detail
Too Many Signages
Lighting is essential in calling attention to merchandising in a display . A shoppers
eye is drawn automatically to the brightest item or area.
Lighting:

25. Lack of Underlying Theme: Merchandise is often placed in a space with no selling messages,
theme or motif. a display needs to have a strong message or
underlying theme.

26. Too Many Props: It is true that with out props { theme related objets} make your display
complete, but at the same time few visual merchandise using too many
props / objects unnecessarily, which sometimes become frustrating.
Too Many Signages: Signs are any kind of visual graphics created to display information to a
particular audience.

27. GRAPHICS AND SIGNAGES
Graphic: Graphic design is the process of visual communication, and problems - solving
through the use of type, space, image and color. The field is considered a subset of
visual communication and design but sometimes the term “graphic design” is used
interchangeably with thee due to overlapping skills involved.
Signages: It refers to the design or use of symbols to communicate a messages to a specific
group, usually for the purpose or marketing or a kind of advocacy. A signages also
means signs collectively or being considered as a group.

28. Discount: Deduction from the fave amount of an invoice, made in advance of its payment, see
also rebate and deduction par value of a financial instrument, made in advance of
its sale, opposite of premium.
Directional: Relating to or indicating the direction in which someone or something s situated
or moving and having a particular direction of motion, progression, or orientation.

29. BRAND RESEARCH
UCB (United Colors of Benetton) is a global fashion brand, based in Ponzano Veneto, Italy. The
name comes from the Benetton family who founded the company in 1965. Benetton has a
network of about 5,000 stores in the main international markets.

30. BOX DISPLAY
The company's core business remains their clothing lines: United Colors of Benetton, Undercolors
of Benetton Sisley, and Play life. Their products include women’s wear, menswear, children’s wear
and underwear, and they have expanded into perfumes, stationery,
eye wear, and travel bags.
In this box display I have taken the theme Beach Festival on brand UCB.

31. MARKETING STRATEGY
Product: The brand offers a variety of options in fashion. The brand offers latest and in trend clothes and
accessories to the customers.
Price: Bivaria has brought a whole new revolution when it comes to pricing strategies, which is evident
through the success of its Bivaria outlets.
Place: The company operates over 2800 square feet per store of retail space, has over 120 stores across
49 cities in world. It plans to take up floor space of 20 million square feet by 2020.
Promotion: They use magazines, newspapers, television, radios, hoarding, internet etc for promoting the
brand . They have joint ventures and alliances with many companies to promote the brand Seasonal Disc-
ounts, Sales Discounts during Festivals are offered to attract consumers.
Target customers : The target customers of the brand are young adults of age group(18 years to 25 years)
living in urban areas having upper middle class family background to elite class family background .This
age group is very much experimentive on their looks and style.
People: At the senior management level, the group hired high profile executives from reputed organizations
like future group India, arvind mills.
Physical Evidence: It has a huge list of awards, recognition in its kitty like Most Admired Fashion brand of
the year. It is the pioneer in the retail industry and it believes in developing strong insights on Indians co-
nsumers and building businesses based on Indian ideas

32. Bivaria is a fashion clothing and accessories brand founded in New Delhi, India. One of the
fastest growing Indian brands, bivaria emerged in late 2012 as a start up retailer and now
trades over 120 stores across seven countries. Our brand celebrates the feminine beauty of
women, a signature style flowing through every creative element. Bivaria, it launched in 2012.
Having a fashion stores spread of 2800 sq.ft per store. Bivaria Fashion & Retail, is one of the
top clothing brands in the world, and it is India's fastest growing premium lifestyle company.
With innovative designs, concepts and products, the company brings the latest trends in
fashion and clothing styles to the apparel market. Bivaria offers multiple accessories and
clothing brands across a spectrum of categories for women. Bivaria, with a presence across 49
cities through 120 aesthetically designed large format stores and 26 factory outlets, displays a
range of classy and trendy merchandise that truly lives up to creativity. A typical Bivaria store
comprises a brand portfolio that runs across a gamut of styles that spell class. The collection
includes ready-to-wear western apparel for women, complemented by an exhaustive range of
accessories.
ivaria
Soumya Snehi, CEO & MD, Bivaria Retail limited.in, August 2013. Shubham Kesarwani, DIRECTOR. Sybele
Ghosh, GENERAL MANAGER, Board of director members, Neda khurshid, Ajay Tiwari, Swikriti Pathak
COMPANY PROFILE
BIVARIA

34. MERCHANDISE MIX
BIVARIA target market includes people who are innovators, trendsetter and everyone who
enjoys freedom and irony in fashion. Bivaria, fashion, luxury and style have always been core
aspects of a project that goes beyond production of clothes, footwear and handbags. Careful
observation and interest in the world, society, and culture are at the core of Bivaria creativity
and modernity. This has pushed Bivaria beyond the physical limitations of boutiques and sho-
wrooms, leading us to interact with diverse, seemingly distant worlds, and introducing, very
naturally, a new way of creating fashion”
BIVARIA has many products with varying
price levels
Purses: Rs 1000 - Rs4000
Shoes: Rs 699 - Rs 2999
Apparel: Rs 399 - Rs 1999
Sunglasses: Rs 799 - Rs 2999
Fragrance: Rs 799 - Rs 3999
Skin Care: Rs 299 - Rs 1999
Our stores are at well connected places
where people can reach easily and provide
all the basic facilities to there customers.

35. The company never advertise aggresively but makes people talk about the product and
shopping experiance.
The BIVARIA line produces high-end ready to wear clothes and accessories for men and women
in addition to a range of children’s clothes, fragrances, cosmetics and home products.
BIVARIA also has the Miu Miu line of products that are lower in price and targeted towards a
younger demographic. The BIVARIA brand is in the life cycle stage of maturity.

36. STORE LAYOUT
Bivaria maintains Free flow layout in its all retail stores.
Storage Receiving Marketing
Underwear
JeansCasualWearStokings
Accessories
Pant
eatur
Display Window
Featur
Checkout
Clearance
Items
Dressing Rooms
Tops
SkirtsandDressesHatsandHandbags
Display Window
Tops
Bivaria store layout
The store layout and design is perfect in creating image in the mind of customers.
Free flow store design - providing lots of space for customers to walk and see varieties of prod-
ucts without any difficulty.
High margin items is placed in high traffic areas.
High demand items is placed in low traffics areas.
Complementary items is placed near each other.
Seasonal needs is considered.
Items needing frequent restocking are placed near storerooms or cash registers.
Larger departments are placed in lower traffic areas.
Shopping behavior and operational considerations are recognized.

37. WINDOW DISPLAY
Bivaria uses art principles of line and color. The design principles are proportion, rhythm, and
repetition.
This type of window is good to attract customers attention due to it's boldness.
It display the highlight pieces so that customers would go into the store and discover the rest
of what the brand has to offer.
Bivaria retail store follows closed back window display in common and island window display
occasionally and our window budget is 21000(approx) store.

38. PROJECT WORK
THEME- PARTY
I have shown 4 different variations under the theme.
India Wedding Party Cruise Party
Window Display Size- 25/10 Window Display Size 20/10
Window Display Size- 15/10 Window Display Size- 10/10
Mask Party Bollywood Party

39. some of my work