VISUAL MERCHANDISING REPORT POORVI ARORA FASHION COMMUNICATION NATIONAL INSTITUTE OF FASHION TECHNOLOGHY, MUMBAI 2008‐2012
CONTENTS Acknowledgement Analysis of Window Display Suggestions and Recommendations Comparison of Competitive Brands Conclusion
ACKNOWLEDGEMENTI would like to thank, Wills Lifestyle, for giving me an opportunity to gain a clear understanding as to how the VM of a store is done and the minor points involved with it. Expertise comes with experience and I am grateful to my mentor Mr. Deepak Chakravarty, whose constant guidance and support has helped me in furnishing this project. I now am more equipped in this field and have gained practical knowledge about Visual Merchandising, which will certainly benefit me in future. I am sure the suggestions and points discussed will be of value to the brand and will be executed as well.
ANALY YSIS OF W WINDO Disp OW play Custommer devotes only a few seconds to any store w window or its s display and d if the display is able to generate interest and attract att o d tention with the time frame, it can convert any hin e t passerb into a po by otential cust tomer. Anal lysis of the two running themes – Street Café and g é New Ye ear – is given n below: Principles of VM – Balance, harmony y, proportio on, contrast, , & emphasis This phot is of Wills to Lifestyle sttore at Mahhagun Metro Ma Vaishali. The all, . display is well balaanced and in prooportion. The e red and white colors crea a e ate signature ‘ ‘Wills’ ambie ence. The graphics and stars s add harmony t to the display. However this partic r, cular display at Ambienc Mall, Gurgaon is no in ce ot proportio The gr on. raphics for the theme ‘ ‘Street Café’ are not in t proper pperspective and the set tting of mann nequins is such that it all s t appears disproportio onate. Also the fixture i the centre where the in shoes ar displayed distracts the re eye.
In nterior display elements s Howeverr the window w and the inside of the s store do not have any re elation. It wa as observed that the window displays attracted th he customerrs due to its neat and cla assy look butt the in‐store e ambience did not maatch up to it.
SUGGESTIONSFrom the study of the other brands along with the experience of working at the store, a few points were identified which are mentioned here. An attempt has been made to come up with a few suggestions which would help in increasing the effectiveness of the store as well as the brand. SIGNAGE In any major store today, one’s eyes are drawn to a variety of sign messages, each competing for the customer’s attention. Not only are they informative, they are eye‐catching, the work of graphic artists. Signs are the communication messages that move the shoppers through the merchandize section and purchasing stages. The sub – brands Wills Classic, Wills Sport, Wills Club, and Wills Signature can be advertised separately to increase the awareness these brands. This can be done by putting up separate, easily movable (to facilitate regular change in VM), signage for each brand showing their respective logos, within the store.
LIGHTING Another way of creating a visual distinction is by having different lighting for different areas. For example, Wills has different sub‐brands such as Club Wear, Sports Wear, Classics and Signature. Each of these categories can be distinguished by having different kinds of lighting for them. PROPS A window display with props gives a deeper meaning to the theme on display. Therefore a theme such as Street Café can be made interesting by adding some props and elements that define the theme. Also for the Autumn/Winter window, more suggestive props can be used rather than just star lights. It will be easier for a customer to relate to it. Apart from the window, props can also be used for creating in‐store ambience. For example, Wills Sports can be identified with some sports equipment like bat and ball; Wills Club can be identified by a disco ball etc.
CIRCULATION Space to move around is an essential part of a good VM. A customer must not feel stuffy and the store should not look congested. It was observed that the floor fixtures, of most of the stores, were blocking the circulation of the customer. This needs to be checked regularly and proper circulation pattern needs to be maintained. IN STORE AMBIENCE However well a store window is done, it does not help enough if the store interiors are not in line with the window. The theme reflected outside should have some continuation inside the store as well. The store should reflect a similar message inside as well as outside and reflect the theme. For example, if the Autumn/ Winter window display has stars, lights and graphics then the same should be put up inside the store to give a complete message of the theme. The Street Café theme can also be continued inside the store by adding similar graphics and props as those in the display.
Com mpariso of compe on etitive brand ds VAN HEUS V SEN Visibility from outside – a very dull – loooking store. Use of bright yell low lights with bl lack background. Adver on window announcing the ‘Suit rt Feest’. Mann nequins we dressed in formal suits ere foocusing on t the Suit Fes st A commplete ward drobe was installed att one of f the windoows. Others had Christ tmas trees, gifts et tc to suggesst the curre ent season.
ALLEN SOL A LLY Allen n Solly had a a bright windo b ow display with thermocol ccutouts of alphabets, a a arranged in n a random manner and stacked one s e over the other. o Somee other props used were s u stars and ba alls. The m mannequin ns were limited w d to one or two per window p w. PETER R ENGLAN ND The stoore window had a backgroound of the Indian Crickett team playeers wearing Peter Engl land garmen nts. t of that wer In front re manne equins dressed in winter formals.
ARROW A Arrow had d two type oof displays: o one where onnly the m mannequins w were dresse ed in winter clothes and the other where a rooom interior was establis shed. The ch hair had lights attache ed to it and t the backgro ound had res of nature pictur e.
CONCLUSION Wills keeps a subtle profile as far its visual image is concerned. However, I feel, it is necessary that it advertises its sub brands individually so as to increase sales. Also the suggestions discussed above will be of importance to have a deeper impact on the customers. Observing customer reactions inside the store one can see that the consumers often feel lost inside the store and find no relevance of the outside window to the in‐store ambience. Wills Lifestyle has a huge potential market and is one top brands in the country. Having a strong visual impact through better VM would help it achieve greater heights in the minds of the consumers.