The document provides information about visual merchandising and Global Modus stores. It discusses the philosophy of design, contents of visual merchandising, store layouts, types of displays, important materials, graphics and signage, common errors in visual merchandising, brand research on Global Modus, box displays, and a visual merchandising display and SWOT analysis of Global Modus. Global Modus is an Indian fashion retailer that operates stores across major Indian cities and focuses on women's apparel, footwear, accessories and cosmetics. It aims to provide consumers with the latest fashion and lifestyle products.

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2. DESIGN PHYLOSOPHY
Philosophy of design is the study of assumptions, foundations, and implications of
design. The field is defined by an interest in a set of problems, or an interest in central
or foundational concerns in design. In addition to these central problems for design as
a whole, many philosophers of design consider these problems as they apply to
particular disciplines. Although most practitioners are philosophers, several
prominent designers and artists have contributed to the field. Graphic design has
seen many changes and influences. But foundations remain the same. Society
heavily pressures graphic design to assimilate to the era. The history or foundation for
graphic design has influence from what was depicted to the author during that time.
The foundation of letters, that can be designed specifically for communication.

3. CONTENTS
1.INTRODUCTIONTO VISUALMERCHANDISING.
2.PROPSAND FIXTERS.
3.COLOR BLOCKIN.
4 .STORE LAYOUT.
5 .TYPES OF DISPLAY.
6 .IMPORTANTMATERIALS.
7 .GRAPHICSAND SIGNASES.
8 .COMMON ERRORS.
9 .INTERNSHIPCONTENT.
10 .BRAND RESEARCH.
11 .BOX DISPLAY.
12 .VISUALMERCHANDISING DISPLAY.

4. INTRODUCTION TO VISUAL MERCGANDISING
Visual Merchandising is about selling or promoting by means of presentation, which
involves store display and design, exhibition design, event design, photographic
styling and theming. In this course students work through their own practical visual
merchandising project which will cover the whole process from design to final
installation. Students work through a range of practical exercises, which are followed
by class discussion to highlight methods and solutions. Students complete their
designs and execute a display and merchandise installation
Visual merchandising is the activity and profession of developing the floor plans and
three-dimensional displays in order to maximize sale.Both goods or services can be
displayed to highlight their features and benefits. The purpose of such visual
merchandising is to attract, engage, and motivate the customer towards making a
purchase.

5. VISUAL DISPLAY

6. PROPS AND FIXTERS
PROPS
1 . Functional props: used tophysically support the merchandise. Mannequins ,
Stands , Panels , Screens , etc.
2 . Decorative props: used to establish amood or an attractive setting for the
merchandisebeing being featured ,ex: mirrors , flowers , seashells , surfboard , etc.
3 . Structural props: used to support functional and decorative props and change the
physical makeup of displays.
Props are integral part of a display. A prop is something used with a product to
enhance, to tell a story or to make a complete theme in a display. Props are the
supportive merchandise in a display which combines with the actual merchandise to
make the display attractive. It is something that clarifies the function of the
merchandise being sold or the story being told
FIXTURE
The principal installations in a store are the fixtures. Fixtures are permanent or
movable store furnishings that hold and display merchandise. Fixtures are furniture
items that display the majority of the store's merchandise.In simple word we can
say fixtures are something which can hold merchandise or another object. Fixtures are
also used to fix light it may be holder or a stand in those cases it termed as light fixtures.
APPROPRICAT USES
Simple but attractive store fixtures. Can makes strong brand statement or everlasting
impression on customers visiting the shop.As better quality fixtures can change the
whole look of your retail store.Store fixtures which look attractive, helps in efficiently
displaying products, are economical and very easy to maintain.
TYPES OF PROPS

7. PROPS
FIXTER

8. COLOR BLOCKING
Human eyes see colors in increasing order so while displaying the merchandise a
Visual Merchandiser keeps in mind the human perception and behavior. Sudden
change in color value is not so much pleasing. Sometimes to give contrast look; a
designer use opposite (contrast color) If you are doing it intentionally it may look good,
in other hand if you do not follow any theory it may look hezy/clumsy it can destroy your
presentation.
IMPORTANCE OF COLOR
Colors are able to describe the psychological aspects of your VM display. The effects
of the colors on the viewer's eyes have no limits, Color is a visual language. It evolves
with our feelings and affects our life. The appeal of color is to use it beautifully. It is one
of the basic components of fashion and it is an important element of the visual
merchandising.
COLOR THEORY
1. Primary colors- Red, Blue,Yellow
2. Secondary colors- Green, Orange, Violet
3.Tertiary Colors- Redish-Orange, Redish-Orange, Bluish-green, Bluish-violet,
Yellowish-Green, and Yellowish- Orange

9. CLOR BLOCKING

10. It refers to ways that stores use floor space to facilitate and promote sales and serve
customers.A store layout is a plan designating the use of all space in the store,
including aisles, fixtures; merchandise displays, and selling areas.Store layout is the
management/arrangement and the combination four distinct spaces of the store:
GRID LAYOUT
The counters and fixtures are placed in long rows or ‘‘runs,’’ usually at right angles,
throughout the store. A linear 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. Best
used in retail environments in which majority of customers shop the entire store Can
be confusing and frustrating because it is difficult to see over the fixtures to other
merchandise Should be employed carefully; forcing customers to back of large store
may frustrate and cause them to look elsewhere.
SPINE LAYOUT
Variation of grid, loop and free-form layouts.
Based on single main aisle running from the front to the back of the store .
On either side of spine, merchandise departments branch off toward the back or side
walls. Heavily used by medium-sized specialty stores ranging from 2,000 – 10,000
square feet.In fashion stores the spine is often subtly offset by a change in floor
coloring or surface and is not perceived as an aisle.Variation of grid, loop and free-
form layouts.Based on single main aisle running from the front to the back of the store.
CROP LAYOUT
STORE LAYOUT

11. STORE LAYOUT
GRID LAYOUT

12. SPINE LAYOUT
CROP LAYOUT

13. TYPES OF DISPLAY
1. Window displays.
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 form of promotion for manystore-based
retailers.The main features of window display are visual appeal, relevance and
interest value. The visual appeal of a display directly affects the ability of the display to
gain shoppers attention. Relevance can be the shopper. Highly relevant displays tend
to gain shoppers attention as individuals tend to notice stimuli that relate to a current
need. Interest value is related to relevance, although should more accurately be
described as a means of persuasion.
2. INTERIOR DISPLAY
Displays inside the store should relate to the displays seen in the windows. Good
display effects should continue inside the store to move customer traffic through the
store. The aisles, the signs that direct the customer, the walls and the interior displays
are most important to the total concept of the store. Each department, shelf, counter,
ledge, case and furnishing in addition to the display area requires analysis in executing
display techniques. The furnishing of the area should be attractive and placed so as to
enhance the visual impact on the customer. The walls in a store can be excellent
area for display.Aflat wall can use fixtures for hanging merchandise.
3. ISOLATED DISPLAY
Isolated displays are less frequently used now than in the past, because they require
too much time and expensive props such as mannequins. They are often far from the
merchandise to which they relate. The customer is stimulated by the display and
should have immediate access to the merchandise. For example, when a red dress is
on a mannequin, a T- stand should be placed be nearby with other sizes of red dress,
or wine glass and shampion bottles placed near the mannequins. Such a display
catches the eye of the potential customers passing by and draws them into the
4. OPEN DISPLAY
The open display gives the shopper free and easy access to the products. The display
seeks to gain shopper attention and involvement by allowing products to be easily
touched or sample. Clothing retailers utilize this form of display extensively, typically
with racks, but also with tables or easy- access shelving.The main advantage is you
can easily touch and feel the surface of the merchandise, textures,lusture and comfort
of the garment.

14. 5.THEMETIC DISPLAYS
A themed display is aimed at building a connection between an event, activity, season
or other feature and the shopper. The style and physical characteristics of the display
are directed by the theme itself- e.g. a summer holiday display is dictated by the theme
.
WINDOW DISPLAY
OPEN DISPLAY

15. ISOLATED DISPLAY
INTERIOR DISPLAY

16. LIFESTYLE DISPLAY
THEME DISPLAY

17. IMPORTANT MATERIALS
Wood
Wood is Extremely common, Easily available,Durable, May be expensive or cheap
Medium Density Fiberboard
Produced from the thinning of sustainable softwood forests well suited to carcasses.
PLASTIC
Most 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.It can be crystal clear or
pigmented in a wide variety of colors.Easy to machinecheap and reasonably strong
but is also brittle and can be scratched.It can be bonded with adhesives.
STYRENE
Styrene sheet comes with a gloss side and a matt side and it cannot be
polished.Styrene is cheap.comes in multiple colors.It is less brittle than acrylic and
more flexible.
METAL
Metals are used for some permanent POP applications where strength and durability
are important. Metal are being used in varity of props and fixtures.

18. WOOD
METAL
PLASTIC ACRYLIC

19. MEDIUM DENSITY FIBERBOARD
STYRENE

20. GRAPHICS AND SIGNASES

21. COMMON ERRORS IN VISUAL MERCHANDISING
1. LIGHTING
2. MERCHANDISE DISPLAY
3. LACK OF UNDERLYINGTHEME
4.TOO MANYPROPS
5. CHANGEDTOO SELDOM
6.MAINTENANCE OFTHE DISPLAY
7. LIMITED OR NO DISPLAYBUDGET
8. LACK OFATTENTIONTO DETAIL
LIGHTING
Use more light for dark colors, less light for light colors.Lighting is essential in calling
attention to merchandise in a display. A shopper’s eye is drawn automatically to the
brightest item or area.Lighting treatment may be used to draw attention to some parts
of the display, or to coordinate parts of the total display area.
MERCHANDISE DISPLAY
There is no rule that specifically states how much merchandise should appear in a
display area. But oftenly it has been seen that it is related to the price of
merchandise. The more expensive the item, the fewer displayed.Example - If you go
to Gucci, Prada, Armani..etc you will see only one or two merchandise is there in the
window. But If you see Brand factory outlet they put as many as they can
LACK OF UNDERLYINGTHEME
Merchandise is often placed in a space with no selling message, theme or motif. A
display needs to have a strong message or underlying theme. A Visual Merchandiser
must work on a particular theme and season, doing this, the customers/viewers have a
solid message about the offerings /store identity/merchandise mix. So that the
consumer should be able to understand the concept presented in the display in a few
seconds.
TOO MANYPROPS
It is true that without props(theme related objects) make your display complete, but at
the same time few Visual Merchandisers using too many props/objects unnecessarily,
which sometimes become frustrating.
The error of over propping a display can be more serious than using too few props.

22. CHANGEDTOO SELDOM
Frequently changing display presents a positive message to the community, provides
an opportunity to show more merchandise and presents more messages to the
shopper. If you will not change it at a certain period of time your, store/brand identity will
become static, customers may think that you don’t have innovation.
MAINTENANCE OF DISPLAY
Maintenance a display for long can be a problem. The display areas should be checked
throughout the day to see that they have not suffered from tapering. You should check
your display regularly. Keeping your display for long duration the intensity of colors may
appear faded, some pins and signage may be displaced so you need to check it
properly.
BUDGET
Avoid the “low-budget look” by using such things as crepe paper, tissue paper,
construction paper or perishable, but generally free, items like grass, weeds, logs,
branches and other things provided by nature. Do not use too many poster board signs.
Creativity is needed to plan and execute a great display with no budget.
LACK OFATTENTIONTO DETAIL
Detailing of the window is the most essential part this is generally the first thing the
customer notices. When a Visual Merchandiser display, they think that customer do not
notice these small things, but believe me small-small detailing create a great finished
look.
TOO MUCH SIGNAGE
Signs are any kind of visual graphics created to display information to a particular
audience. Signage is distinct from labeling, which conveys information about a
particular product. The use of signage should be informative and concise. Signage may
be discount, offer, directional or informative. But putting all these in haphazard manner
will create a messy look.
SELECTIONOFPROPSANDMANNEQUINS
Selection of mannequins (dress form/ dummy) is also an important part of the display, it
should go with the brand positioning/ brand image. For example- the types of the
mannequins Reebock are using are entirely different from the brand Zara

23. BRAND RESEARCH
GLOBAL DESI
Global
Desi is an
India-
inspired
young,
colourful,
boho-chic
brand
with
global
appeal.
Any
woman
wherever
in the
world she
may be –
who
loves,
lives and

24. BOX DISPLAY

25. VISUAL MERCHANDISING DISPLAY
Global Modus is an Indian fashion retailer chain promoted by the Landmark Group. It
started in the year 2014 with its first store located in Kolkata. It has rapidly
grown to a major retail store in India. Global Modus Stores is headquartered at Bangalore,
Karnataka. It now operates in 5 major cities of India with more than 10
stores.
History
Global Modus International Pvt Ltd is part of the Dubai based Landmark Group, that
commenced operations in India on 01 January 2014 with the launch of the first Global
Modus store in Kolkata.
Store
Now completing its 2 years, Global Modus has 12 stores across the country. Global Modus
Stores retails a range of branded apparel under the following categories of apparel,
footwear, accessories & handbags, and cosmetics. Positioned as a trendy, youthful and
vibrant store, Global Modus offers consumers the latest in fashion and lifestyle in an
enjoyable shopping experience. Each Global Modus brings together multiple concepts
under one roof offering a convenient one-stop and a choice of leading brands.
Landmark Rewards
Landmark Rewards is a loyalty program that can be used in any Landmark stores by using
points. In keeping with the tradition of making every shopping experience even more
rewarding and memorable, Global Modus introduced membership to the most privileged
shopping circle in the country – Landmark Rewards. As a privileged member, every
shopper gets to enjoy exclusive benefits and privileges such as reward points. Global
Modus International Pvt Ltd today offers a truly international shopping experience, a fact
borne by numerous accolades:
Corporate structure
Global Modus International Pvt Ltd is headed by Varsha Agarwal who is the current
managing director of the company in India. As of March 2015 it has 12 stores
across 05 cities all across the India.The Board of Directors consists of Sonam Kumari,
Surbhi Singh, Neha Bhagat,Dharmendra Kumar & Sidhanta Das.
Brand presence
Present across major metros in India, Global Modus is rapidly expanding its footprint
across the country. Currently there are 12 Global Modus stores across Kolkata, Chennai,
Mumbai, Delhi, and Bangalore,
Global Modus is one of its kind retail chain in the sense that its merchandise mix includes
only women`s items that gives the essence of womenhood.
Global Modus received Most Admired Fashion Retail Destination Of The Year At The
Images Fashion Awards.
September 2015- Varsha Agarwal Recognized as The ‘Most Admired Retail Professional Of
The Year’ at The Images Retail Awards 2015.
.

26. SWOTANALYSIS OF GLOBALMODUS

27. PRODUCT LINE/MERCHANDISING MIX
Global Modus stores retails in womens wear. Our collection will range from the basics trendy western style and Western Ethics like clothing
dresses, top, crop top, trousers, shirt, kurti, leggings, jeans) , accessories, handbags, footwear, and comestics also. We will be purchasing
through sales representatives and manufacturers in a variety of sizes, colors and style to fit our target market base.
PRICE RANGE
In Global Modus, all ranges of products are available. In our retail store, price range starts from Rs 299 to Rs 4999.
Accessories - 299/- to 1999/-
Dresses - 1599/- to 3499/-
Top - 999/- to 2499/-
Crop Top - 799/- to 1999/-
Shirt - 999/- to 1999/-
Trouser - 1199/- to 2299/-
Jeans - 1499/- to 2499/-
Kurti - 1499/- to 4999/-
Leggings - 599/- to 1499/-
Handbags - 1199/- to 3499/-
Wallet - 999/- to 2499/-
Sling Bags - 699/- to 1999/-
Cosmetics - 799/- to 1499/-
Footwear - 999/- to 2499/-
BUDGETING
.The Budget of our window display is 21,224(Approx) for 1 store and 2,12,240 for 10 stores across the country.
G
M
GLOBAL MODUS
BRAND PROFILE

28. WINDOW DISPLAY OF GLOBAL MODUS