STUDY ON BRAND: UCB KIDS

CASE STUDY BYSHIREEN

MEERAVM, NIFT, 2013-2014

MINIMALISTIC

GLOBAL; FUTURISTIC, ASPIRING

JOYFUL

SENSITIVE

SOCIAL

EXPANSIVE

IDNETITY

SMOOTHESS

FRESH

UNIQUE

IDENTITY

BRAND WITHIN BRAND

SOFTNESS

GRAPHIC

INDEX The Brand Customer board The Merchandise Emotive ValueCase Study The Store: Location The facade Store layout Cone of Vision Circulation Interior & fixtures Window Promotions Calendar Mind Mapping Signage & Graphics Analysis: Observation &

Suggestions

Window designing• Promotional window• Mind mapping• Design concept: streamlined

ideas• Design process• Design proposal• Design drawing• Estimate

THE BRANDUnited Colours Of Benetton: The brand

established in 1965 in Italy.A global brand, and one of the most well known

in the world, United Colours of Benetton has an international style that combines colour, quality and fashion.

Brand DNA: Colours of basics and discipline in display Young minded product Thin and focused menu Italian craftsmanship Global spiritCurrently it has 8 kids stores in Mumbai.The key product is Tricot and Knitwear . Hence

the Logo has been designed in such a way that the two circles symbolises the wool and the cross lines represents the Knot of yarn.

Grey being the signature colour for all the stores shows Global Spirit.

CUSTOMER PROFILE:

AGEGENDER

NEEDREGION

ATTITUDECULTURE

MERCHANDISE UCB is famous for its Tricot, wool, Jacket, Knitwear, woven

as well as denim.Brand also deals in accessories such as belts, bags,

caps, scarves, mufflers, stockings, bow-tie, hair-bands, footwear etc.

Ranging between Rs. 399 to Rs. 5999Never too young to have style!Even your little ones show off a metropolitan, casual, practical but stylish look. Polka dots, stripes and prints mix together on sweatshirts, t-shirts, skirts and shorts: the secret is to have fun and… play! Because in the style of your little girls there’s one essential ingredient not to be missed: creativity

CUSTOMER BOARD

Customer profile

MIND MAPPING Supersoft & supercolourful

VIBRANT

TECHY

JOYFULmetropolitan

casual, practical

INTERAICATIVEENERGETIC; ASPRING

COMPLICATED

ARTISTIC

FREEDOM

THE STORELOCATION

The store at Infiniti Mall, Malad is unique with its huge display windows. The two sides of the store gives complete scope to window display.

The store is located right in front of an a elevator and has huge window space

This is important in the mall where random walk-ins by customers are routine and sales are often on impulse.

The competitors surrounded by includes more bright and colourful brands : Lilliput, Barbie, Gini & Jony, Tommy Hilfiger

GOOGLE MAP: IMAGE

THE SOTRETHE FASCADE : The bold letters “UNITED COLORS OF BENETTON.” across the store window and a prominent white logo on grey panel top of the entrance catches the customer’s eye a distance.

OB GREY & WHITE BRANDING PANEL ACTS AS TIEING BAND

ELEMENT AS THE FASCADE HAS ENTRANCE DOOR; DISPLAY

WINDOW; LOGO & PLATFORM WITH SIGNAGE. DIVERSE ELEMENTS ARE

ON FASCADE.

4’ wide Printed back drop with plat form

8’ wide Window Display

5-6’ wide door window opening

3-4’ wide Logo Display

STORE LAYOUTIt’s a Soft Aisle layout where Wall displays are important and Floor fixtures are arranged in a group

MIND MAPPING

OB The entrance is very small as compared to the width of the store and it allows a bit narrow cone of vision. The extreme left and right areas are not clearly visible as one enters the store.

OB Only after turning to left one can see the whole store view at a glance. The height of the fixtures are perfect for viewing the merchandise as well as the store, as there’s nothing displayed on top shelf.

THE STORECIRCULATION

EXPERIENTIAL

STORE LAYOUTMERCHANDISE PLACEMENT & DISPLAY

OB all sorts of display for all different type of merchandise is incorporated. There’s an absence of harmony as a whole except the grey colour all over.

Though all display fixtures are in white.

Grey colour as a back ground is too dark, so

what it is a brand colour.

Boy’s Merchandise Display

White Frame around the display fixture to attain The Focal point of the Store

Girl’s Merchandise Display

Symmetry as a principle being used for display of merchandise,Which enhances & make the display appear very neat & tied.Offer clarity to customers.

Display of new range merchandiseVery attractive & colourful

OB The vase & school bag display at not Reachable levels, they are also put up with Toddlers'

merchandise. Completely not relevant location of display. SG They could have made a different display fixture for

bags.

TODDLERS’ & BABY’ Merchandise Display OB The signage is missing.

OB The signage is opp side of display

SISLEY’SMerchandise Display

OB The signage is missing for guiding the customers for particular brand.

No difference in display as well.

Boy’s Merchandise Display

Girl’s Merchandise Display

SIGNAGENO written way of communication; Graphics used to communicate instead.Girl’s collection will have a poster of girls over the display and boys’ poster over boy’s display with the present collection.

OB The proportion of signage should have been bigger as its not noticeable from a distance.SU Current size is 2’x2’, it should at least be 2 module display, focus lights on signage or back lit signage.

UCB is very much active in Social issues and Sponsors number of sports. The Advertising campaigns mainly focus on social and political issues such

as racial integration, AIDS awareness, war, poverty, child labour, death, pollution etc. which may not related to the merchandise.

UCB promotions follows :Seasonal promotions : ‘Autumn –Winter’, ‘Spring-Summer’Festival promotions: Christmas and Diwali (for Indian market); and‘End of Season Sale’ promotion.

PROMOTIONS & CALENDAR

Calendar for 2013-2014   PLANNING  EXECUTION  EVENT

April May June

Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa    1 2 3 4 5         1 2 3 1 2 3 4 5 6 76 7 8 9 10 11 12 4 5 6 7 8 9 10 8 9 10 11 12 13 1413 14 15 16 17 18 19 11 12 13 14 15 16 17 15 16 17 18 19 20 2120 21 22 23 24 25 26 18 19 20 21 22 23 24 22 23 24 25 26 27 28

27 28 29 30       25 26 27 28 29 30 31 29 30                   

 

July   August   September

Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa    1 2 3 4 5           1 2   1 2 3 4 5 66 7 8 9 10 11 12 3 4 5 6 7 8 9 7 8 9 10 11 12 1313 14 15 16 17 18 19 10 11 12 13 14 15 16 14 15 16 17 18 19 2020 21 22 23 24 25 26 17 18 19 20 21 22 23 21 22 23 24 25 26 2727 28 29 30 31     24 25 26 27 28 29 30 28 29 30        

              31                          AUTMUN COLLECTION'2014 END OF SEASON SALE  

      

October   November   December

Su Mo Tu We Th Fr Sa   Su Mo Tu We Th Fr Sa   Su Mo Tu We Th Fr Sa      1 2 3 4             1   1 2 3 4 5 65 6 7 8 9 10 11 2 3 4 5 6 7 8 7 8 9 10 11 12 1312 13 14 15 16 17 18 9 10 11 12 13 14 15 14 15 16 17 18 19 2019 20 21 22 23 24 25 16 17 18 19 20 21 22 21 22 23 24 25 26 2726 27 28 29 30 31   23 24 25 26 27 28 29 28 29 30 31      

     

DIWALI CELEBRATION 14th NOV' : CHILDREN'S DAY CELEBRATION; WINTER COLLECTION 24th DEC : CHRITSMAS

      

January   February   March

Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa        1 2 3 1 2 3 4 5 6 7 1 2 3 4 5 6 74 5 6 7 8 9 10 8 9 10 11 12 13 14 8 9 10 11 12 13 1411 12 13 14 15 16 17 15 16 17 18 19 20 21 15 16 17 18 19 20 2118 19 20 21 22 23 24 22 23 24 25 26 27 28 22 23 24 25 26 27 28

25 26 27 28 29 30 31               29 30 31         END OF SEASON SALE   END OF SEASON SALE SPRING-SUMMER COLLECTION'2014

     

OB The windows havebeen simple and minimalistic.

OB Shows lack of proper lighting and looks dark.

OB Minimum usage of styling & props around, the concept with back drop does it all.•Realistic setting•Promotional Displays(new product launch) •Seasonal Sale

WINDOW DESIGINING

practical and trendy look

ARTICULATE THE BRAND ATTRIBUTES

EXHIBIT THE BRAND’S VISUAL IDENTITY

THOUGHTSIDEAS

CONCERNS

Nature

As light as bubbles, polka dots… float….

Stripes & Patterns

HONEST

SIMPLE LIVELY

ADVENTUROUS

DYNAMIC

WILD

creativity

casual, practical

HONEST

EXPERIENTIAL

VIBRANT

WILD

As light as bubbles, polka dots float

GRAPHICORGANISED

ABSTRACT

• point! Ironic and playful

FUTURISTICBLOCKY

ADVENTUROUS

Spring starts into the spirit of adventureDREAMY

creativity

FRESH & ORGANIC

MINIMALISTICFull Color is for The spring ! A simple yet original style, the ideal

a cascade of colours and patterns!

ENERGETIC; PLAY FUL

SENSITIVE

CUBIC

 all-over pattern!

DESIRE

INTEREST

ACTION

SATISFACTION

DESIGN IDEAS ……E….X….P.….L….O....R…..E…D………………….

COLOUR MATERIALFORM TEXTUREGRAPHIC-LANGUAGEIMAGES

GRAPHIC-LANGUAGE

FORM

COLOUR

MATERIAL

ATTRACTIMAGES

TEXTURE

ESTIMATE FOR WINDOWNo. ITEMS QUANTITY RATE TOTAL1 Vinyle printing(Flex) 80sqft 150 120002

2mm thick colored Acrylic sheet double ply(YELLOW) 15 250 3750

3 2mm thick colored Acrylic sheet double ply(ORANGE & DARK ORANGE) 18 250 4500

4 2mm thick colored Acrylic sheet double ply(BRIGHT  GREEN, DARK GREEN)) 15 250 3750

5

Embosing the panels with approriate packing & Istallation charges 60 200 12000

6Sticker/printed school bag as a prop 1 lumsum 1000

Sub Total     37000         

The Prototype :

Thank You