The document outlines the visual merchandising strategies and store design of Aldo Group, a Canadian footwear and accessory retailer. It highlights the brand's target market, product range, pricing, and the importance of store environment management to enhance customer experience. Additionally, it details the components of display, layout, and promotional strategies to attract consumers in the competitive retail sector.

1. Visual merchandising is the silent salesperson.
ISHITA AGRAWAL
Made By -

2. • The ALDO Group is a Canadian corporation that owns and operates a worldwide
chain of shoe and accessory stores by Aldo Bensadoun in Montreal in 1972,
where its corporate headquarters remain today.
• It has nearly 900 retail & 1100 Franchised stores under THREE retail banners:
ALDO, Call It Spring, and GLOBO across 95 countries.
• Stores in Canada, the U.S., the U.K., and Ireland are owned by the Group, while
international stores are franchised.
• In May 2005 ALDO was introduced to India with the first store opening in
Mumbai, Phoenix High Street.

3. FASHIONISTA
BRAND PERSONALITY

4. • ALDO India provides an unparalleled selection of the latest footwear and accessories
for both men and women, with on-trend styles and quality at a fair price; Season
after season.
• The brand pays close attention to detail and to fine craftsmanship.
• Every season ALDO Accessories reveals a
new selection of merchandise that is on-
trend and reflective of what is hot on the
global fashion scene.
• This retail concept has quickly become a
top destination for all the must-haves in
accessories and handbags

5. ALDO specializes in the creation of high-quality
fashion footwear, leather goods and accessories.
Footwear – Rs 5000 To Rs 15000
Bags – Rs4000 To Rs12000
Accessories - Rs 1000 To Rs 5000

6. Bags
Average- Rs 4500
Footwear
Rs 5000 To Rs 18000
Accessories
Rs 1000 To Rs 5000

7. Men and Women aged 16 to 45
Consumers with chic, trendy, bold fashion
sense & willingness to spend on their
appearance/ image.
Upper Moderate Class
Consumers
A STRONG
RETAIL CONCEPT

8. MOOD BOARD

9. Competitors
CHARLES & KEITH
Rs 4500 To Rs 12000
ALDO
Rs 5000 To Rs 18000
STEVE MADDEN
Rs3000 To Rs12000

10. COMPONENTS OF DISPLAY
• All franchise store plans are provided by the ALDO Group and undergo the same
design and development process as the company’s corporate stores.
• The ALDO Group also currently supplies fixtures for approx 90% of its franchise
stores.
Packaging
The Box is the Bag
(Go Green Campaign) Signages (Indoor & Outdoor)
 Props & Fixtures
 Lighting
 Packaging

11. Wall sign - BRAND LOGO - Acrylic Printed Sheet Back Lit Sign Board
Image ref : Infiniti Mall (malad)
Digital Signage
Promotional Signage
(Indoor)
Outdoor Indoor

12. Portable Display sign
Promotional signage
Institutional Signage

13. Lifestyle Graphics
Signage
Shelf talker

14. WINDOW DISPLAY
Table Fixtures

15. Wall Fixtures
Image Ref : Infiniti (malad) Store
VM Manual September 2016

16. Center Unit
Table Fixtures

17. Gondola Fixture
Spot Light Accent light
Fresh Stock & Fast Selling Products ( Hot zone area) are kept under Spot lights
GRILL WALL
(BY ALDO)

18. Accent Lighting-
Showcase Lighting
Window Spot
lighting
Primary : Recessed
lighting/Down lighting

19. STORE ENVIRONMENT
The company places great importance on continuously and carefully managing
store environments—from the choice of location, store layout and design to
music, lighting, product merchandising and customer service—resulting in a
unified and enhanced brand experience that attracts and engages customers.
• English music
• White and black walls
• Wooden flooring
• Fixtures are also in white and black colour

20. FEATURE AREAS
• WINDOWS
The window can only be changed either before opening or after closing the
store. There is no wall behind the window . Visitors outside the store can see
the products inside the store . Window doesn’t block the store products.
• PROMOTIONAL AISLES
Aldo store had at Flat 25% Off Aisle at
the entrance .
Store offer promotion always has a white
and red colour scheme.

21. • FREE STANDING DISPLAYS
 Grill wall ( Gondola) for Accessories
• FOCAL POINT
The product below the graphic signage same as of promoted
in the graphic poster , then that product is the focal point
• CASH WRAP

22. • POWER DISPLAY COMBINED WITH STRIKE ZONE
The Window and center unit fixture is the
power display and strike zone of the Aldo Store

23. ZONES
• HOT ZONE
Every fixture is
considered as one wall
and every wall i.e. every
fixture has a hot zone
The hot selling products
are kept in the most
spacious area of that
fixture

24. •COLD ZONE
The darker area of the store at the
back is the cold zone.
It has Aldo Accessories

25. • OPERATIONAL ZONE ( NON
BUSINESS ZONE)
The cash wrap is considered as the
non business zone of the store
• TRANSITIONAL ZONE
The transitional zone of the store has
a digital signage and left side of the
window display visible to the
entrants.

26. STORE EXTERIORS
• NO DOOR ENTRANCE
- Modern
• STORE SIGNAGE
- Easy to read , Well lit

27. PLANOGRAM

28. Store Layout And Information
• One to one format Store.
• Each and every product is visible and reachable.
• Only one size of each style is displayed.
• The FC of the store assists the customer with the product details .
• They classify their products in 3 types -
CASUAL/ DRESSY / CITY
Rotation of these styles according to the season is the main change in VM.
CITY – Flats / Wedges
CASUAL – Sneakers
DRESSY – Pumps / Heels / Glittery Footwears
• Maximum of 4 Handbags in one fixture.
• Every fixture has graphic signage.

29. DIFFERENCES IN VM
3rd October
• Boots last shelf towards cold
zone
• COLOURS : WHITE/ BLUE/ RED/
GREY / BLACK/ TAN / BROWN/
METALLICS/ ANIMAL PRINTS etc
24th November
• Boots first shelf near power display
• Colours : tan / brown / black / off
white / beige /red shades
• Changes in alignment of the products on the fixtures.