The document discusses a retail management assignment focused on understanding store layout and visual merchandising techniques in the UAE retail market. It examines various retail stores, including Hollister, Superdry, Geekay, and AX Armani Exchange, emphasizing the importance of visual merchandising in influencing customer perceptions, satisfaction, and sales. The findings highlight the need for effective presentation strategies to differentiate brands in a competitive market.

1. Retail Management Assignment
Understanding store layout
and Visual Merchandising
Techniques
Group Members:
 Olivia Joanne Rodrigues
 Roshin Jacob
 Mohammed Ramees
 Shanker Udhas
 Ibrahim Rassal

2. Abstract
Retail in the United Arab Emirates has a very good growth potential, but the bottleneck
here is to differentiate one retail business from the other through customer’s perception. In
order to grab the attention of the customer’s buying decision retail businesses must focus
on visual merchandising.
As there are various players in the retail business and more or less every player in the retail
industry offers the same thing, thus every retail business needs to be distinguishable from
its industry competitors. A successful retailing business needs a good image to be created in
the minds of the customers. In order to enable brand image of a retail business to be
absorbed by the customers mind, can be achieved through product and service offerings.
The means of increasing the footfalls and sales of a retail store, they need to concentrate on
visual merchandising of products and service offerings.
Visual Merchandising is new business etiquette which is growing popular nowadays. In
simple terms it can be expressed as the presentation of any and all merchandises at its best
using color synchronization, light coordination, accessorized displays and self-explanatory
props. While setting up a retail store in a consumer market, visual merchandising plays a
vital, attractive and appealing role. Visual Merchandising is not just about presenting the
merchandise in an attractive manner to give a visual appeal to customers but it also
encourages impulse buying by the customers. The application of Visual Merchandising
Techniques is used by retailers to convert ordinary visitors into potential customers. Visual
Merchandising is an important strategy formulating effective marketing decision to increase
the sales of the retail stores. Customer satisfaction is greatly influenced by store
environment, shopping comfort and merchandise assortment. Various element of Visual
Merchandising helps in achieving customer satisfaction and its impact on customer buying
decisions. The business outcomes transfigured from the assessments include customer
satisfaction; repurchase intention, cross purchase tendency, store loyalty and
recommendation of the retail store to others.
We undertook a study to examine various stores and the retail strategies. We visited Mirdif
City Centre and visited Hollister Co., Superdry, Geekay and Armani Exchange to determine
the techniques used in Visual Merchandising. Though this study, we can determine factors
that will help retail store managers and supervisors to improvise on the weak dimensions of
their particular store and simultaneously drive the store towards increased sales and
customer satisfaction

3. Hollister Co.
About Hollister Co.
Hollister Co., often advertised as Hollister or HCo., is an American lifestyle brand owned by
Abercrombie & Fitch Co. Goods are available in-store and through the company's online store
Hollister Co. is inspired by the surfing and most of their apparel and accessories represents that
lifestyle. Their products are designed to attract teens and young adults.
Branding and location
Hollister Co. is located in the Central Galleria of Mirdif City Centre. The Central Galleria of the
mall houses up market and luxurious brands.

4. Store Front
 The interior of the store is mostly concealed from outside view by a parallel LED display
of the ocean
 The “Hollister” signboard of the store is clear and simple
 Sign board is backlit and is present above which can be view across the mall
Hollister Co. is a Free-Form (Boutique) Layout
 Fixtures and aisles arranged asymmetrically
 Pleasant relaxing ambiance keeping in theme of a beach shack
 Retail space is divided into separate rooms with a little more than half of the store
devoted to "Guys" and the remaining areas to "Girls"
 This store displays menswear, womenswear, undergarment and toiletries separately at
different sections.
Merchandise Presentation Techniques
Store Interior and Decorations
 The interior décor mimics the beach shack which includes a boardwalk floor, wooden
furniture, surf boards lining the wall behind the cashier and potted palm trees placed
around the store
 Open ceiling with ducts and pipes
 The merchandise itself is displayed on built-in closets and shelves along with wooden
tables and benches strategically placed in the space
Cashier
 The cash counter is centrally located to the entrance and is visible on entry
Changing Rooms
 Traditional sectioned-off one person behind a curtain style dressing room locates near
the cash counter
Merchandise Display
 There are a few of mannequins in the store styled with different products and
complimenting accessories.

5. Fixtures
 Straight rack – long pipe suspended with supports going to the floor or attached to the
wall. In-trend apparel and newly launched products are placed in the central spaces of
the store.
 Gondolas – a shelving displaying the store merchandise is used to display hoodies and T-
shirts.

6. The utilization of Gondolas to display Hoodies; which is one of Hollister Co. main seller.
Gondolas are also used to display perfumes and other toiletries.

7. Window Display
 Most of the products are displayed at the window display so that it will attract the
attention of people that have no intention to go in.

8. Creating a Store Environment
Visual communication
 Posters represent models in various clothing reflecting Hollister’s Style
 Straight racks have signs indicating various apparel signs. For example: There are signs
which indicate style of sweatpants such as straight leg, boot cut, skinny, etc.
Lighting
 Spot-lighting (Accent Lighting) – highlight specific areas, displays, and decor of the store,
in order to make products pop. It also adds a sense of importance.
 Ambience lighting - Main light source for the store. These lights ensure that the store is
not gloomy and that customers feel comfortable and have enough general light to make
their way around.
Color
 Color effects mood. Pale color with hues of navy, gray and white invoke calmness and a
sense of trust in customers. Hollister Co.
Music
 Hollister Co. stores play a selection of alternative rock and pop music
 Adds on to the store image of being a beach shack
Scent
 The store is constantly kept scented with a signature fragrance (more like a refreshing
scent) via a computerized spritzing system which releases fragrance at timed intervals.
Customers can usually smell the store as they approach it, which can be good or bad
depending on if one likes the fragrance.
Observations:
While Hollister Co. promotes the surfing lifestyle, the store can improve upon merchandise
lighting. The lighting does not necessary inculcate the ‘sand and surf’ feeling.
Sectioning of merchandise makes the store more susceptible to theft as areas are not visible
to the store staff. However it does create niche spaces for customers to explore.
The scent is a nice touch to the retail store and adds on to the customer’s physical
experience.

9. Superdry
About Superdry
Superdry is an exciting contemporary brand which focuses on high-quality products that fuse
vintage Americana and Japanese-inspired graphics with a British style. They are characterized
by quality fabrics, authentic vintage washes, unique detailing, world leading hand-drawn
graphics and tailored fits with diverse styling. Such distinctiveness has gained the brand
exclusive appeal as well as an international celebrity following.
Branding and location
Superdry is located in the Central Galleria of Mirdif City Centre. The Central Galleria of the mall
houses up market and luxurious brands.

10. Store Front
 The store entrance is open air so it can let customers to see through the whole store.
 The “Superdry” signboard of the store is clear, simple, big and bright
 Sign board is backlit and is present above which can be view across the mall
 Signboard also at the store entrance in direct view to customers walking by the store
Superdry is a Free-Form (Boutique) Layout
 Fixtures and aisles arranged asymmetrically
 Allow customers to browse through all the merchandise
 There are good variety of merchandise in the store
 This store displays menswear, women’s wear, sunglasses, bags, watches, slippers and
undergarments separately at different sections
 For menswear and women’s wear, it is displayed according to the type of garment such
as pants, T-shirt, polo tee, tank top, sweater and jacket separately with different choices
and colors
 Accessories are displayed at a small area beside the counter

11. Merchandise Presentation Techniques
Store Interior and Decorations
 The store interior is British and vintage
themed so the Union Jack is one of the decoration of
this store.
 The walls are mostly decorated by using
different kind of woods and bricks of different tones
of colors to create a vintage environment.
 Racks are made to look like rusty iron and
wood.
 The store consists of an open ceiling
decorated with ducts and pipes
Cashier
 The cashier is located near fitting room
 The customer can just purchase the items they want after trying it
 The Cashier can be seen easily at entry so that customer can save their times to look for
it.
Merchandise Display
 There are a few of mannequins in the store styled with different products and
complimenting accessories.

12. Fixtures
 Straight racks are uniquely styled with focus on trending products.
 Minimum utilization of gondolas – it is also used to display bags and folded garments.
 Rounder are also used to display T-shirts.
 The main table of the store is using to display at different layers a variety of
merchandise from T-shirts, sweaters, trousers, bags, etc. It lets customers know the
products Superdry sells by providing an overview.
Window Display
 Showing different items in complimenting styles. For example, there are a few
mannequins fully styled. A few of these mannequins, shoes and bags are put atop cage-
like-boxes to display and attract attention.
 Most of the products are displayed at the window display so that it will attract the
attention of people that have no intention to go in.

13. Creating a Store Environment
Visual communication
 Signs indicates products like sunglasses
 Posters indicate the style of clothing available in the store.
Lighting
 Spot-lighting (Accent Lighting) – highlight specific areas, displays, and decor of the store,
in order to make products pop. It also adds a sense of importance.
 Hanging suspended chandler above the main table, made from old glass jars and little
lights adds to the store decoration and ambience
Color
 Warm colors which are inviting, colors vary in hues of rich browns and reds.
Music
 The music played in the store is strong yet classic so it provides a comfortable
environment for shopping.
Observations:
 Superdry has promoted itself well as a cult clothing brand. It interiors are highly
stylized by the use of industrial elements.
 The merchandise is colorful and adds to the fun element of the store.
 The store has also carried out this stylization in their window display with the use of
rusty iron and cage elements.
 The retail store as a strong smell of the merchandise they sell, which does not confuse
the customer.
 Creative and attractive use of gondolas for display by incorporating the store’s
elements.

14. Geekay
About Geekay
Geekay Games is a large chain of retail stores, dealing in video and computer games and has 18
retail outlets with a presence in U.A.E, Oman and Bahrain. It is the only store which has all
possible video games under one roof. Started selling Atari in 1990, Geekay now sells the
maximum number of titles on all new generation consoles.
Branding and Location
Geekay is located in the Central Galleria of Mirdif City Centre. It is a one stop destination for all
gaming needs

15. Store Front
 The store is open and lets customers have an overview of the entire store.
 The “Geekay” signboard of the store is prominent with its house color as orange. It
promotes the store as fun and exciting.
 It reaches out to consumers with an interest for games, gaming consoles, accessories
and game figurines.
Geekay follows a free form layout
 Shelves allow for more merchandise to be displayed.
 There is good variety of merchandise in the store.
 This store displays variety and assortment of games, gaming consoles, accessories and
game collectables.
 Minor accessories are displayed behind the counter.
Merchandise Presentation Techniques
Store Interior and Decorations
 The store interior consists of white walls.
 The different game sections which are colorful make up for the lack of wall color. The
merchandise shows up well on the white walls.
 Color coded areas for game brands.
 The store consists of a closed ceiling with beams.
Cashier
 The cashier centrally located.
 The Cashier can be seen easily at entry so that customer can save their times to look for
it.

16. Merchandise Display
 Bulk display of discounted items at the centre of the store.
 Frontage presentation is used to capture customer’s attention to new releases and best
sellers
Fixtures
 Vertical Merchandising is used to display an assortment of games.
 Gondolas are used to display accessories and games while glass shelves are used to
display game collectibles.
 The central part of the store is used to display current game technology – in this case
racing simulation equipment.

17. Creating a Store Environment
Visual communication
 Posters promoting variety of games available at the store.
 Game consoles are positioned in the store for customer to try out.
 Walls displays have signs to indicate the type of products available at the store.
Lighting
 Ambience lighting - Main light source for the store. These lights ensure that the store is
not gloomy and that customers feel comfortable and have enough general light to make
their way around.
 Main light fixture adds decoration and promotes a futuristic feel to the store.

18. AX Armani Exchange
About AX Armani Exchange
Armani Exchange continues its on-going retail expansion with the opening of its fifth store in
UAE at City Centre Mirdif in Dubai. With the unveiling, A|X Armani Exchange creates an
environment that reflects the brand’s signature iconic style and design. The 3,298 square feet
store located on the first floor features warm lighting, unique textures and clean, clear hues
that complement the A|X Armani Exchange collection of contemporary women’s wear,
menswear, and accessories.
Branding and Location
Armani Exchange located in the Central Galleria of Mirdif City Centre.

19. Store Front
 The store entrance is open and lets
customers have an overview of the entire store.
 The “A|X Armani Exchange” signboard of
the store is prominent and gives a sense of luxury.
A|X Armani Exchange follows a free form layout
 Shelves allow for more merchandise to be
displayed.
 Retail space is divided between men and
women clothing
 Different products are displayed separately
– Formal wear is sectioned off from casual wear.
 Watches and minor accessories are located
at the cashier – easier for customer to purchase

20. Merchandise Presentation Techniques
Store Interior and Decorations
 The store interior consists of white walls with steel panels giving the customer the ‘high
class fashion’ feel.
 The store is styled to look like a high class fashion runway.
 The store consists of a closed finished ceiling.
 Parquet flooring gives a luxury feel to the store.
Cashier
 The cashier centrally located.
 The Cashier can be seen easily at entry so that customer can save their times to look for
it.
Merchandise Display
 Fewer items are displayed in the store – it does not overwhelm the customer, such
strategy makes the customer think that the product is limited.
 Merchandising by color which highlight variety.
Fixtures
 Extensive use of straight rack – long pipe
suspended with supports going to the floor or
attached to the wall. In-trend apparel and newly
launched products are placed in the central
spaces of the store.
 Use of shelves above and below straight
rack to display coordinating accessories like
shoes and bags.
 Gondolas to highlight graphic T-shirts.

21. Window Display
 Showing different items in current fashion trend. Unlike other stores the mannequins
are black.
 The products displayed at the window portray elegance and luxury.
 Use of window decal as a form of advertising the stores merchandise.
Creating a Store Environment
Visual communication
 Back lit poster behind cashier promotes the merchandise sold by Armani Exchange.
 Use of steel element gives the store an edgy look.
Lighting
 Ambience lighting - Main light source for the store. These lights ensure that the store is
not gloomy and that customers feel comfortable and have enough general light to make
their way around.
 Spot-lighting (Accent Lighting) – Though it is not a prominent feature in the store, it
does highlight the merchandise.
Color
 Color effects mood. Prominent use of Whites and Blacks. Armani Exchange lets the
clothing speak for itself
Music
 Instrumental music creates a relaxing atmosphere with customers.
Scent
 The store has a very calming fragrance that is not over powering to the customer.
Observations:
 Merchandise is neatly displayed and color coordinated so customers are not confused
with choices, rather it gives them a sense of variety.
 Staff is very helpful and courteous with customers. They devote themselves to
providing the customer with the best service possible.
 As compared to other stores, Armani Exchange has kept true to their style and caters
to fashion trends.