The document is a project report on visual merchandising by Unnati Jain, submitted as part of her coursework in fashion and lifestyle business management at Pearl Academy. It covers the study of the brand Baggit, including its history, philosophy, product range, and marketing strategies, highlighting the importance of appealing merchandise display to attract customers. The report also details the project's creative components, such as mood boards and store layouts, reflecting on the learning experience gained from the module.

1. Integrated Project
Module: Fundamentals of Management,
Module: Marketing Fundamentals,
Module: Retail & Visual Merchandising,
Module: Product Merchandising
Project Report
Submitted to
Mr. Neeraj Kapoor, Dr. Preeti Goel, Ms. Alka Gupta, Dr. Jaspreet Kaur, Mr. Gaurav Vashisht,
Ms. Ritu Jain, Ms. Shweta Sood, Ms. Rachna Imam, Mr. Bhaskar Das, Mr. Gaggan Bhatia,
Mr. Abhishek Verma
School of New Age Business
UGBD - Fashion and Lifestyle Business Management
(2019-22)
Submitted by
Unnati Jain
5000014389
Submitted on
11th May 2020

2. Acknowledgement
I, Unnati Jain, the undergraduate student of Fashion and Lifestyle
Business Management of 1st year in Pearl Academy, Delhi has
completed the project based out of Visual Merchandising. I express my
sincere gratitude to Ms. Shweta Sood who guided me for the
completion of the project. I am thankful to the faculty for explaining
the aspects of the topics related to the project. I also extend my deep
sense of gratitude to the course leader Mr. Neeraj Kapoor, under
whose valuable guidance and kind supervision throughout the course
helped me in moulding the work as required.

3. Table of Content
Introduction to VM
Brand Research
Consumer Profile
Inspiration Board
Concept Note
Moodboard
Colorboard
Floor Plan
Lookboards
Reflective Note
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

5. Introduction to VM
The Visual Merchandising project is all about the study of the visual
merchandising of a brand. The way in which the merchandise is displayed
in the store so that it looks visually appealing to the customer.The project
contains the study about the brand, its interior, its store designs, the
window displays etc.The inspirational board, the mood board with a
concept and a colour board collectively contribute to the project.It also
comprises of the floor plan for the new store, some look boards like the
visuals of the cash counter, the trial room, some displays like the clothing
wall, the accessories wall and the foot display.The intension behind the
fulfilling this project is to get a clear and a valuable insight about how the
concept is derived to create a store and how to develop the store, using
the kind of lights, props, etc that make the merchandise visually
appealing and desirable to the one who walks into the store

6. Brand Research
When entrepreneurship and startups were novel concepts in
the Indian society in the early 90's, Nina Lekhi, the founder of
Baggit, decided to make fashionable, designer bags for the
Indian woman at affordable prices. The marketplace was
unorganised 25 years ago. While trendy, stylish handbags
were needed at an affordable price, there were not a lot of
sellers there. Nina Lekhi created Baggit in 1990 and built it
inch by inch to become one of India's largest selling bag
brands. Lekhi began testing on canvas, faux leather and other
materials influenced by a variety of sources, Indian and
international, armed with her own unique aesthetic, to create
handbags in her very own signature styles. (Banerjee, 2016)
HISTORY

7. BRAND PHILOSOPHY
Primary values of Baggit lie in professionalism, respect and trust, and a thrive for
excellence. Collective development matters for Baggit as it takes efforts in discussing
issues such as 'team building', 'time management' among other topics contributing to
over all productivity. Baggit realizes that happy and satisfied employees are vital for a
balanced and refined output. Baggit aims to be an accessory brand, with a
commitment to quality, innovative designs and eco-friendly movement that translates
its values into its products. A brand not afraid to break the rules, -one that is as fresh
and exciting as the designs they've created. (EE News Desk, 2015)
Baggit was founded by Nina Lekhi in 1989 and with each passing year, it has grown
from strength to strength. It has now grown into one of India's leading handbag
brands and the largest selling bag brands in India. With the desire to create a brand
that offered a unique concept, Baggit has pioneered and refined the concept of using
traditional craftsmanship to create modern designs with non-leather, environmentally
friendly materials and thus become one of Indian consumers ' favorite bag brands.
(LinkedIn.com, 2019)
ABOUT BAGGIT

8. PRODUCT RANGE
Baggit has a wide range of bags and accessories to offer, both for women and men. All
kinds of handbags including Tote, Sling, Laptop and clutches; Wallets and Card Cases;
Duffle; Backpacks, both Drawstring and Haversack:. Accessories include belts,
passport holders, waist pouches for all occasions, whether it be casual, for college,
work, travel or gym. Currently, there are 5 collections by the names- ‘Put It On The
Table’, ‘Work It At Work’, ‘Minimally Yours’, ‘GG by Baggit’ and ‘Suave Superiors’.
(Baggit.com, 2019)
USP
The core USP of Baggit lies in being an eco-friendly brand with a wide range of vegan
products approved by PETA. This has helped to create a special niche for Baggit in the
hearts of its consumer. Products are high on fashion and also great in terms of
functionality thus making Baggit one of the favourite bag brands of Indian consumers.
The brand offers handy, trendy and chic accessories like bags and wallets in various
colors and styles at reasonable prices. (Baggit.com, 2019)

9. MARKETING & COLLABORATIONS
Baggit has done some select tie-ups for relevant visibility with Lakme Fashion
Week and Bang Bang Movie.
Baggit has launched an ad campaign titled “Put it on the table" featuring its
new brand ambassador and Bollywood actor Shraddha Kapoor. “Shraddha is
not only relevant and a great style icon, she also brings to the table a strong
individualistic perspective. She has not been afraid to speak up on issues that
matter to women,’ said Nina Lekhi, managing director and chief design
curator, Baggit India Private Ltd.
Social Media; Instagram and Facebook campaigns have worked for Baggit in
building awareness, customer engagement, to launch its latest collections,
invite people for events such as Lakme fashion week.
Baggit celebrated World Ozone Day in 2015, to promote sustainable
environment, where customers had an opportunity to recycle their old Baggit
bag with a brand new Baggit Bag on preferential discount.
Baggit has a strong in-house e-Commerce team which handles all aspects of
social media marketing. This helps Baggit to understand what its customers
are interested in and how they behave. (EE News Desk, 2015)

10. COMPETITORS
Top competitors of Baggit include Da Milano, Hidesign, Caprese, Lavie, Lino
Perros, Ladida, The House of Tara, Esbeda and Peperone. (Infiniti Research
Ltd., 2019
GLOBAL PRESENCE
In 1989, Baggit made its first appearance at INXS, Mumbai. After its successful start,
Baggit spread across India with trade channels in Mumbai and Delhi. In the year 2000,
Baggit made its entry in large format retail stores. After that there was no looking
back.Baggit currently has 52 Exclusive stores and retail through leading 1000+ large
format stores and multi-brand outlets, and other online retailers, spread across
different cities in India. It is planning to open a lot more outlets in each city in India,
with special focus on metros and mini metros.Baggit is present in over 90 cities
through brick-and-mortar outlets, in. Also, to reach out to the last mile audiences it is
also available on leading e-marketplaces of India, in addition to its own e-commerce
portal ‘baggit.com.’ Internationally, Baggit aims to spread its wings in other countries
too. It is planning to enter the Sri Lankan market through a multi brand outlet very
soon. Baggit already has tie-ups in the UK and also advance discussion for markets in
Africa, Dubai. Baggit can be seen as a leading international fashion brand of the
future. (Khosla, 2017)

11. Window Display / Store Interior

12. NINA LEKHI
(FOUNDER) WITH
SHRADDHA
KAPOOR (BRAND
AMBASSADOR)

13. Consumer Profile
Age: 18-35
Gender: Both males and females
but dominantly females.
Socio Economic Class- A/B
Nationality- Indian
Urban Lifestyle- Resides in
Metropolitan/Urban Cities.
6 Figure Income, Belongs to the
Upper Middle Class
Mainly College students, Home-
makers, Creative Professionals,
Bloggers, Entrepreneurs.
Benefit seekers, Likes to shop on
the weekends.
Brand Conscious, Busy Lifestyle,
Fashionable, Follows Trends,
Prefers Sustainable
and Cruelty-Free goods.

14. Inspiration
Board
Mood:
Tranquil

15. Concept Note
The concept of Modern Serenity is derived from the idea that
one can experience the peace and tranquility, through a
simulation of nature, with hints of modern elements. The
presence of the visual merchandise should have a powerful yet
calming impact of the minds of customers, a vibe that people are
drawn to step into the store just from a little glance from
outside. This concept is a fusion of textures like brass mixed with
a little gold, wood and marble which have a calming yet modern
feel to them. The entire store has a strong dominance of green
color, which gives an impression of nature like environment.
Modern Serenity

16. Just
Breathe
Moodboard- Modern Serenity

17. #a08f7f
#f0f0eb
#4c462c
#2c211f
ColorBoard
#4f3e2f

18. Floor Plan

19. LOOKBOARDS

20. Window Display

21. Cash Counter

22. Trial Room

23. Clothing Rack

24. Shoe Display

25. Material Board
GREEN TUFTED VELEVET
WOODEN TEXTURE
WHITE GOLD
MARBLE
ABSTRACT DESIGN
WALLPAPER
GREEN WHITE
MARBLE
BROWN PENDANT LIGHT
TRACK LIGHTS
BLACK PENDANT
LIGHT
GREEN & GOLD
POUF

26. REFLECTIVE NOTE
Visual Merchandising, the art of displaying merchandise in a manner that is appealing
to the eyes of customer... It has been a great module, one of the favourites. It helped
in learning so much about things like lines, colors, lighting, proportions which play a
huge role in planning a good visual merchandise for the store. Studying Visual
Merchandising helped in channeling my creativity and potential, which I didn't know I
had. Designing a whole store layout, and then creating lookboards, as to planning an
entire virtual store in the head and bringing it live on the software was really
interesting. Playing around with textures, colors, materials culminated in beautiful
designs, which helped in bringing out the designer in ourselves. The module provided
an extensive knowledge about the principles and elements of designs and various
types of store formats. The VM project at SelectCity Walk made us do live
installations, the experience of which has been pretty good, if not great. Undoubtedly,
it was a great source of exposure for all the students. Overall, I really enjoyed
studying the module, and would want to learn more about it in my next 2 years at
Pearl Academy.