Pantaloons Kankurgachi is a 28,000 square foot department store located in Kolkata. It caters to customers from nearby residential areas and offers apparel, groceries, cosmetics, and consumer durables under one roof. The store follows a grid layout for certain sections and loop layout for apparel. It uses various fixtures like racks, tables, and shelves to display a wide range of merchandise. Promotional materials and impulse items are placed near cash counters. Theme-based window displays change with the season. Mannequins are used to showcase apparel. Graphics, posters, and backlit visuals add visual interest inside the store. Lighting and colors are used strategically throughout

1. By:
Anjishnu Chowdhury
Shayani Sengupta
Anabil Chakraborty
Priyanka Bhowmick

2. ABOUT PANTALOONS KAKURGACHI
Pantaloons, the newly acquired business by The Aditya Birla Group.One of India’s
leading multinational conglomerates, is a powerhouse of fresh fashion and
innovation. While weaving its magic across lifestyle segments. Pantaloons caters to
the discerning and trendy consumer.
Pantaloons Kankurgachi is a stand alone departmental store covering about 28000
sq.feet (approx) situated in one of busiest road of kolkata catering the needs of
people from nearby resedential areas like Kankurgachi,Ultadanga,Girish
park,Phoolbagan etc.It is one of the few Pantaloons store in kolkata where people can
avail apparels,groceries,cosmetics and consumer durable under one roof.

3. STOREFRONTAGE,EXTERNALDÉCORANDSIGNAGE
STORE FRONTAGE:
Store front gate is in the middle
They have a broad walkway & doorways
It has its logo in the store front
Backlit of titan raga, promotional banner of idea rocks India with Mika Singh
Parallel to side walk windows, traditional windows

4. STORE FRONTAGE
STOREFRONTAGE,EXTERNALDÉCORANDSIGNAGE

5. EXTERNAL DÉCOR:
There was no such external décor
Theme based window décors representing Bengali festive season (Poila
baisakh), Spring season in the other, Sports and brand images are also shown.
Outside the store there were hoardings of Pantloons bringing new collections
SIGNAGE :
Signage helps customers locate specific products and departments, provide specific
information, suggest items or special purchases
Signages were present in all the section showing the offers and the pricing
STOREFRONTAGE,EXTERNALDÉCORANDSIGNAGE

6. EXTERNAL DÉCOR WITH BACKLIT VISUALS
STOREFRONTAGE,EXTERNALDÉCORANDSIGNAGE

7. SIGNAGE WITH PSYCHOLOGICAL PRICING
STOREFRONTAGE,EXTERNALDÉCORANDSIGNAGE

8. STORELAYOUTANDDESIGN
STORE LAYOUT:
Pantaloons follows grid layout in food bazaar section
It follows loop layout in apparel section
In watch section it follows grid layout
Number of hangers, browsers, racks vary seasonally

9. STORELAYOUTANDDESIGN
Grid Layout in Watch Section

10. DESIGN:
EXTERIOR STORE DESIGN:
The exterior of the store silently announces what the customers expect inside
Good exterior visual merchandising attracts attention, creates interest and invites the
customer into the business
Promotional banner of Pantaloons representing new brands and collection available
in this festive season
Backlit representing new collections of Titan Raga
STORELAYOUTANDDESIGN

11. INTERIOR STORE DESIGN:
Floor, ceiling-
 Area which attracts more visual attention were reserved for private labels
 Brands were placed on ‘pay per space scheme’
 Use of white & cream color in the ceiling
 Use of spot light & decorative lighting
Lighting - For interiors and lighting latest technology were used.
Store security - Security were strictly maintained inside the store both with the
employees and even with the technology
Graphics and signages - Signage and graphic were used inside the store
STORELAYOUTANDDESIGN

12. INTERIOR STORE DESIGN:
Focal point of stores –
 Hoardings were generally placed at the end of the escalators.
 Presence of standy. Some of them include e-zone 5% cash back offer, e-zone smart
swap, i-phone 4s
 promotional hoarding for Samsung tab
 P&G promoting Sikhsha.
Music- Feel good music numbers were played inside the store
Colour and fragrances- Apparels and store colour were usually arranged in the
form of 7 colours of retailing.
Comfort- For the comfort level of customers,sitting arrangements were even made.
STORELAYOUTANDDESIGN

13. PROMOTIONAL STANDY
STORELAYOUTANDDESIGN
STANDY SHOWING FESTIVE OFFER

14. FLOORDESCRIPTIONWITHMERCHANDISEMIX
GROUND FLOOR Ladies Ethnic, Ladies Formal,
Cosmetics, Fragrance, Fashion
Jewellery, Fashion Accessories,
Sunglasses, Watches, Lingerie,
Ladies Night wear.
FIRST FLOOR Men's Casual, Ladies foot wear,
Men’s Foot wear, Men's
Accessories, Leather Bag, Kids
Fashion, Ladies Casual

15. FLOORDESCRIPTIONWITHMERCHANDISEMIX
SECOND FLOOR Infant Necessity, Toys & Play Area,
Home Fashion, Men’s Casual, Men’s
Formal, Men’s Ethnic, Bag pack,
Ladies Sports wear, Men’s Sports
wear, Men’s Inner wear.
THIRD FLOOR (TOP FLOOR) Food Bazaar, E- zone, Food Court

16. MERCHANDISEDISPLAYAPPROACH
When it comes to arrangement of clothes, same type of clothes of different SKU’S
were stacked together.
Zone 1 :Right next to the aisle
 Most visible to the customers
 Power pricing
 Entry price points, fashion merchandise display
Zone 2: Between the fixtures touching the aisle
 It is not visible at the first go. Display core fashion merchandise
 They have very attractive display areas, in which they put the mannequins and
accessories

17. Zone 3: Back wall
 High visibility from the far off.
 Clothes were displayed in proportional manner
 Latest theme or story were placed on the wall
 Wall display in co-ordination with nested table
 Wall display in accordance with proportional display in ground floor (ladies section)
and balanced display representing principles of design
Shoulder-out presentation
Face-forward presentation
MERCHANDISEDISPLAYAPPROACH

18. PICTURE OF PROPORTIONAL DISPLAY
MERCHANDISEDISPLAYAPPROACH
PICTURE OF BALANCED DISPLAY

19. POINTOFSALESPROMOTIONALMATERIALS
Promotional activities carried out in front of cash counters (Drawing competition for
kids)
Impulse buying items such as socks, deo, napkins were placed near cash counter both
on ground and 2nd floor
In case of 3rd floor, which is mainly the food bazar section; cigarettes, bourbon
biscuits, toothpaste and tooth brush were present near the cash counter

20. FIXTURES
Fixtures are the important part for a retail store to display the merchandise. Many types
of fixtures are used in a retail store to maximize the target area, the daily sale rate, and
minimize disruptions in merchandise operations.
The fixtures that were used in Kakurgachi Pantaloons :
Four way racks
Straight racks
T-stands
Waterfall arm stands
Nested tables
Gondola

21. STRAIGHT RACK
FIXTURES
FOUR WAY RACK

22. T-STAND RACK
FIXTURES
WATERFALL ARM STAND

23. NESTED TABLE, SIGNAGE
FIXTURES

24. GONDOLA
FIXTURES

25. SHELVES
Shelves are a perfect decorative accent and design solution for any blank wall of a retail
store. Shelves are the functional and helpful storage tool for organizing and displaying a
wide range of merchandise.
In Kankurgachi Pantaloons for apparels they were using mainly the Rectangular
shelves to keep the merchandise.
In Men’s Casual section they were using a few Square shelves to display the jeans.
In Food Bazaar all the merchandise are kept in a Rectangular shelves.
Use of end caps

26. RECTANGULAR SHELF
SHELVES

27. RECTANGULAR SHELVES WITH END CAP
SHELVES

28. WINDOWDISPLAYPOLICY
All Traditional Windows (8 to 10 feet high)
Parallel-to-Sidewalk Windows ( can be seen from the main street)
Closed-back Windows (customers cannot see inside the store through the windows)
Seasonal theme for window display
“SPRING HUE” was written on the fore ground of the window
The merchandise and mannequins were placed on the middle ground of the window
The back ground of the windows were well decorated and painted.

29. THEME BASED, TRADITIONAL, PARALLEL TO SIDE WALK, CLOSED BACK
WINDOW USE OF MANNEQUINS, SIGNAGE, PROPS
WINDOWDISPLAYPOLICY

30. WINDOWDISPLAYPOLICY

31. WINDOWDISPLAYPOLICY

32. WINDOWDISPLAYPOLICY

33. WINDOWDISPLAYPOLICY

34. USEOFMANNEQUINS
Mannequins were placed on the tables & floor
Presence of mannequins in the mid ground of the windows
Particularly used for merchandise display in apparel sections
Mannequins were displaying theme based apparels

35. MANNEQUINS
USEOFMANNEQUINS

36. GRAPHICS,POSTERSANDBACKLITVISUALS
GRAPHICS:
Graphics add personality and beauty to the store image
In ground floor ladies sections brown wooden line straps are present where in
accordance with it proportional display of women clothing is done.
In 1st floor luggage section images of vehicles were drawn on walls

37. POSTERS:
Promotional banner of Pantaloons representing new brands and collection getting in
this festive season
Promotional hoarding of Samsung tab, E-zone 5% cash back offer
E-zone smart swap promotional hoarding
Posters of P&G promoting Sikhsha
BACKLIT VISUALS:
Presence of backlit visuals at the upper back side of the cash wrap and near the
escalators
GRAPHICS,POSTERSANDBACKLITVISUALS

38. LIGHTINGANDCOLOURUSAGE
LIGHTING:
Presence of narrow and wide spot light
In food bazar section normal tube light were there on the ceiling
Presence of decorative light in ladies section

39. COLOR USAGE:
Ground floor was basically of white color (neutral tone) except in the ladies section
where light mehendi (muted/dusty tone) along with white color were used on back
wall
In 1st floor, white along with orange(bright tone, warm color) and light mehendi
color(muted/dusty tone) were used in the ladies section
Walls of men section were in white color
Men’s shoe section white along with blue color(mid tone colour,cool color) were used
in back wall shoe display
In second floor men’s section, white along with light Mehendi color were used in the
back wall of clothes display
LIGHTINGANDCOLOURUSAGE

40. Use of color blocking concept in the men’s Formal shirt section
In kids section back walls were designed with different colors like pink, light green,
yellow, sky
In 3rd floor, which is mainly the live food zone and food bazar were mainly of white
color walls and ceilings
Use of color blocking concept in the ladies hand bag section
LIGHTINGANDCOLOURUSAGE

41. COLOURUSAGE

42. COLOURUSAGE

43. •Geographic- People living in nearby residential areas of Kankurgachi,Ultadanga,Girish
park,Phoolbagan etc. and people coming from all over kolkata for work can cater their
needs as it provide everything under one roof.
•Demographic-
(a)Young working population (c) Growing population of nearby areas
(b)Higher and upper middle class (d) Women folk and homemaker
•Psychographic -
(a)Socio economic class –A1, A2, B2
(b)Lifestyle –Culture oriented, Sports oriented, Outdoor oriented, Fashion oriented.
•Behavioral –
(a)Occasion- Regular, Seasonal (d) User rate-Medium
(b)Benefits- Quality, Economic service (e) Loyalty-Medium & strong
(c)User status –Regular (f) Attitude –Positive
MARKET SEGMENTATION

44. TARGETCONCENTRTION
•Bachelors, Young college students who have high westernized genes.
•Women – Married and working, Housewives
•Women- with children & without children
•People who are willing to spend on fashion wear and accessories.

45. TARGETPOSITIONING
• Pantaloons Kankurgachi has positioned the store in a very different manner.
•The store is very open and plays a soothing music. The store is very spacious.
•The door of the store is always open which always invites customers and makes them
feel special.
• Pantaloons Kankurgachi has segmented its products in a Demographic way.
•In the entrance, there are cosmetics, jewellary, eyewear and purfume, then is the
ladies section which first has the Indian wear, then the western .After that is the men’s
wear and then the sportswear.
• Pantaloons brands like UMM, AJILE are always positioned at the eyelevel.
• Pantaloon always positions its product at a place where the consumer would see the
product once and instantly get attracted.
• The company has also positioned itself according to the occasion and requirement

46. OBSERVATIONS
• The entry and exit are clustered in such a way that it allows Pantaloons a leverage on
foot holding time.
• The closed back windows are used in such a unique manner such that it attracts
passerby to visit stores physically.
• Pantaloons, Kankurgachi has segmented its product in demographic way.
• In house brands are placed at eye level.
• Detail presentation of in-house brands and premium brands are done on mannequins
at every corner of the store.
• Impulsive buyer approach has been exercised by Pantaloons to increase sale.
• Unique theme and background blend are used together in such a manner that makes
Pantaloons ,Kankurgachi the best customer feel good shopping destination.

47. CONCLUSION
Pantaloons ,Kankurgachi has positioned its store in such a manner that it attracts
passersby to make a physical visit to the store .The decors and graphics used by
Pantaloons, Kankurgachi has made itself a stand out among other retail giants.
Pantaloons, Kankurgachi has been able to segment its merchandise in such a manner
which is both customer friendly and profit mechandiser. In house brands are placed at eye
level so that it accounts the maximum Customer footfall generator.

49. Campus
Ahmedabad Campus: Karnavati Knowledge
Village, A/907,Uvarsad, S.G.Highway, Gandhinagar
Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot -
G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata.
Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G.
Road, Bodakdev, Ahmedabad.