BY: Iffat Anwar & Rekha Jain

A PRESENTATION ON VISUAL MERCHANDISING OF THE

BRAND MUFTI

WHAT IS VISUAL MERCHANDISING

It is the art of presentation, which put the merchandise in focus.

It educates the customers and create desire to buy.

It is a presentation of a store.

Visual Merchandising is also known as ‘SILENT SELLER’

About the Brand:

Founded in 1998 as a menswear brand in Mumbai, Mufti focused on providing progressive fashion to its customers.

It later went on to extend its arena in the female section as well.

The core belief of the brand is innovation and originality thereby giving its customers a product that is 'different'.

Since its inception, Mufti has evolved as a brand that offered casual wear strongest in the shirt and denim categories; to one that now offers a range of T-shirt, outerwear, blazers and some accessories as well.

VISUAL MERCHANDISING OF THE STORE LOCATED IN DAK BUNGLOW:

Well-lighted store; with a strong aesthetic appeal.

Strategically located ; at the prime area of the town.

Eye-catchy dummy representations.

Systematically organised sections.

The V.M hence is pervasive.

VISUAL MERCHANDISING OF THE STORE LOCATED IN DAK BUNGLOW:

On entering; the overall look speaks loud enough to catch the attention.

Neatly organised product categories;

The lighting that was used for the store was yellow; to create an illuminating impact on the garments.

The “SALE” banner was well executed in order to psychologically compel the customers to purchase ,thereby accelerating sales.

VISUAL MERCHANDISING OF THE STORE LOCATED IN DAK BUNGLOW:

Clearly defined fascination points in terms of execution of the denim line.

Also seen in top wear,line of shirts for ease of access to customers.

Arresting colour palettes used on the dummy.

Racks are situated below the dummy representation of both the denim line as well as the top line which stocks the product associated with the representation in varying sizes.

VISUAL MERCHANDISING OF THE STORE LOCATED IN DAK BUNGLOW

Clearly defined size lines.

Shelves are devoted to the particular sizes.

Sizes ranging from small to extra large.

Well executed picture portraits;to magnify the aesthetic appearance.

Organised product lines.For instance all checks together and the plain colored shirts grouped together.

VISUAL MERCHANDISING OF THE STORE LOCATED IN DAK BUNGLOW:

Point of sale counter located at the right centre of the outlet thereby avoiding hindrance in exploring the products.

Exclusive merchandise racked especially near the P.O.S counter to be given as compliments and also compel further buying at the payment gateway.

Hence this store consisted of well equipped staff members as well as technologically sound operationally.

VISUAL MERCHANDISING OF THE STORE LOCATED IN maurya lok:

Inappropriate lightening used which made the aura a very unwelcoming one.

With a view from the outside,the overall look is extremely dismantled; lacking majorly in aesthetics.

A single banner announcing “SALES” is used thereby indirectly stating the stocks are less.

VISUAL MERCHANDISING OF THE STORE LOCATED IN maurya lok:

A duplex store that was extremely unsystematic.

The V.M consisted of a single dummy representation and two posters.

The store was in a mess,which disturbed me as a customer psychologically.

Even though the store is located in a commercial segment of the town, it hasn’t done a fair justice in terms of the store representation.

VISUAL MERCHANDISING OF THE STORE LOCATED IN maurya lok:

Unorganised product lines; dismantled arrangements.

Sweaters and shirts clubbed together thereby creating a lot of confusion.

Sizes difficult to confer; no mention of the size charts neither shelves devoted on basis of sizes.

Cleanliness was also not a point of concern in the store; white lights all the more made the garments look dull and shabby.

VISUAL MERCHANDISING OF THE STORE LOCATED IN maurya lok:

Fascination point only in form of a partial dramatic display of denim line.

Two posters kept at the most unlikely positions are displayed.

On turning to the right,the Point Of Sale counter is situated which is devoid of any complimentary merchandise also restricting easy movement.

The store lacked majorly on technological grounds and the staff members were also not sufficient enough to tackle multiple customers.

VISUAL MERCHANDISING OF THE STORE LOCATED IN maurya lok:

A store room was also located inside the store which was kept open and was in the most dingy state.

The rack which stacked the fresh arrivals was situated at the corner end of the store that too, without the size accessibility.

VISUAL MERCHANDISING OF THE STORE LOCATED IN maurya lok:

Denim line kept folded without any attractive demonstrations of dummies .

Moreover packed merchandise were kept along with those kept for sale;creating a negative impact on the minds of the customers.

POINTS CONCLUDE..

The V.M of a store ,has positive influence on customer satisfaction and purchase behavior.

Important criteria include cleanliness, labeled prices, accurate and pleasant checkout clerks, and well-stocked shelves.

Lighting: important but often overlooked element in successful store design.

Effective VM of the store helps increasing the sales.

The pleasure of shopping in a real store environment cannot be underestimated, so the store located at Maurya Lok should focus on their VM.

THANK YOU !!