19
1 Table of Contents Particulars Particulars Particulars Particulars Page No. Page No. Page No. Page No. Introduction 2 About the Brand & Store 3 Principles of Design of the Store 5 Color Balance Emphasis Rhythm Proportion In-store and out-store display Fundamentals 8 Store Exterior study- 10 Entrance Window Display Store Interior study- 12 Store Design Fixtures Lightning Signage Ergonomics Graphics Product Presentation 18 Suggestion 19

VM Store Study

Embed Size (px)

Citation preview

Page 1: VM Store Study

1

Table of Contents

Particulars Particulars Particulars Particulars Page No.Page No.Page No.Page No.

� Introduction 2

� About the Brand & Store 3

� Principles of Design of the Store 5

Color

Balance

Emphasis

Rhythm

Proportion

� In-store and out-store display Fundamentals 8

� Store Exterior study- 10

Entrance

Window Display

� Store Interior study- 12

Store Design

Fixtures

Lightning

Signage

Ergonomics

Graphics

� Product Presentation 18

� Suggestion 19

Page 2: VM Store Study

2

Introduction

In the world of Visual Merchandising as we know it today, artistic talents

play a major role in creating an atmosphere that motivates shoppers to

become customers. Unlike the fine artist whose creativity is a statement of

feelings, or yesterday’s window trimmer, whose goal was just to produce a

pretty display, today’s visual merchandiser must create displays with an

eye on function and artistic expression that ultimately increase the store’s

profitability. In today’s retail environment, the practice of concentrating a

store’s display budget on windows replete with costly props and

backgrounds is the exception rather than the rule.

Visual Merchandising, briefly defined, is the presentation of a store and its

merchandise in ways that will attract the attention of potential customers

and motivate them to make purchase.

A position as visual merchandiser involves a combination of skills,

including creativity; a sense of order; dedication to design principles; and

the discipline to follow directions, stay within budgets, and complete

paperwork.

Page 3: VM Store Study

3

About the Brand & Store

“Lee | Wrangler”

STORE LOCATION: 1st FLOOR, CENTRE ONE MALL, VASHI, NAVI MUMBAI.

Lee and Wrangler, is managed by VF Corporation.

VF Corporation is the largest publicly held apparel company in the world.

It is traded on the New York Stock Exchange under the symbol VFC. The

VF Corporation is a leader in branded apparel including Jeanswear,

outdoor products, image apparel and sportswear. Its principal brands

include Lee, Wrangler, Riders, Rustler, The North Face, Vans, Reef,

Napapijri, Kipling, Nautica, John Varvatos, JanSport, Eastpak, Eagle Creek,

Lee Sport and Red Kap.

Page 4: VM Store Study

4

Lee- Lee Jeans is a leading international retailer and manufacturer of

denim wear and casual wear.

In 1889, Henry David Lee launched the Lee mercantile company on the

world. Lee was provoked by the conflicting quality and feature of foreign

work wear and decided to produce quality US garments. H.D Lee

designed Lee Overall, in the year 1911. The initial brand model was named

the “Lee Bib Overall”, made in 7.5-ounce denim containing an all

functional chest pocket and a button fly.

Wrangler- Is a manufacturer of jeans.

It was born out of the Blue Bell Overall Company of North Carolina in

1947. Starting life as the major supplier of denim to the US Army during

WW2, the company then turned its attention to Jeans. The ambition was

simple; to create the worlds’ best five pocket jeans. Since then Wrangler

has grown worldwide to symbolize authenticity, a free spirit and

rebellion…all values which still represent the brand today.

Page 5: VM Store Study

5

“Principles of Design” of the Store

Color

Store uses a set of analogous colours. Colours that are next to each other on

the colour wheel may be used in combination to form the analogous colour

scheme.

They used different tones of yellow, black, white and sea green.

Emphasis

Every visual presentation is built around something of particular interest,

often referred as the focal point. The focal point is the dominant or central

point of a display, with everything else playing a secondary or subordinate

role.

In the store, there was nothing as a focal point. On nothing, they wanted to

put emphasis on.

Page 6: VM Store Study

6

Balance

Store was in a symmetrical balance. If we divide the store in two halves, it

was equally distributed in aspects of space, mannequins, change room,

lightings.

It was in an asymmetrical balance in sense of fixtures and merchandise

placements.

Rhythm

When all of the elements of a design are properly located so that the eye

travels smoothly from one part to another, then flow, movement, or

rhythm have been said achieved. We discover that rhythm is carefully

executed through repetition, continuous line, progression, radiation, and

alteration.

The store uses a repetition form of a rhythm. In a display, it uses the

principle of repetition of shapes; the eye is led in one direction by multiples

of the same shape. The placement of identical forms in a row moves the

eye across the display.

Page 7: VM Store Study

7

Proportion

The principle of proportion involves the comparative relationship of the

design elements to each other. When each element of the design is properly

proportioned, the whole will have a pleasing effect to the eye.

The store at some places like placing of garment had the proportion. And

at some places, like the graphics and the fixtures & garment ratio, it was

not proportionate.

Page 8: VM Store Study

8

In-store and out-store display

Fundamentals

In order to effectively differentiate one retail facility from another, and

bring the retail premises to its highest level of visual appeal, a variety of

different components must be successfully coordinated. Visual

Merchandisers must be constantly aware of what’s taking place in each of

these visual segments and must be prepared to make any necessary

changes. The following sections represent an overview of the various

components:

EXTERIOR

Entrance

Window Display

INTERIOR

Store Design

Mannequins

Fixtures

Materials, Props & Tools of the trade

Lightning

Theme

Signage

POP Display

By virtue of being a chain store and not a departmental store, it must be

having a centralized visual merchandising. The centralized visual plans are

extensions of the organization’s overall philosophy. Just as the

merchandise is centrally purchased by buyers at corporate headquarters

and the policies are centrally developed. By the top management, the

concept of visual merchandising also is centrally planned.

Page 9: VM Store Study

9

Steps to a successful visual planning:

1. Develop a plan- floor plan; time and action plan

2. Keep all decorative elements ready

3. Compose your elements in a balanced composition

4. Monitor incoming assets- check for damage and quantity ordered

5. Lightning of visuals

6. Installation of visuals

7. Ensure proper signage

8. Trim removal

9. Be creative

Page 10: VM Store Study

10

Store Exterior study-

Entrance

It had an open walk-in with no radio-frequency identification device.

The entrance Gate is 7 feet in width & 12 feet in height, and it did not have

door (it has shutter which is used only when the shop closed.) The

Window display for the store is without back means the whole shop is

treated like a Window Display, it is 1 foot Elevated from the entrance Gate,

the width of the Window is 8 feet towards Left side and right side from the

entrance and height is 12 feet.

Page 11: VM Store Study

11

Window Display

It has a parallel to sidewalk window type.

The width of the window is 8 feet and the height is 12 feet, it is 1 foot

elevated from the entrance. The windows are backless (whole shop is used

as window), the LEFT side window and the store is for LEE and RIGHT

side is for WRANGLER.

Both side have three-three mannequins, very simple and according to the

brand it were BAD, the display was not good, it’s not attractive.

But because of the contrast colour scheme and the graphics used on wall

the only thing which attracts the customers and of course the Brand Name

too.

Page 12: VM Store Study

12

Store Interior study-

Store Design

It has 24x28 square feet area, and they used the area very well, the

placement of the products and fixtures are good. And visually the balance

and the harmony were there, but comparatively WRANGLER’s side is

more soothing than LEE.

Store Layout

Page 13: VM Store Study

13

CIRCULATION:

At circulation point of view there is enough space to roam in store and

look the merchandise, the placement of the displayed things are well

placed.

ZONING:

Actually this store provides only 30% merchandise for girls and 70% for

boys, so the girls section is only behind the counter, and rest all of space is

occupied by boys’ product of different sizes.

Page 14: VM Store Study

14

Fixtures

For fixture thing, at WRANGLER side, in the base they used wood in strips

form to give a rough look, they used it on wall and the same texture for the

table, they used ICON pedestal for product display on hanger and a table

2x4 feet and at the wall the fixture are the combination of AIRSIDE and

BEAM type of fixture. Only these kinds of fixtures they used for both LEE

& WRANGLER. But they didn’t use wood for the LEE side display, here

they used more metal base fixture but related to that category only.

Lightning

Lighting wasn’t good at all, there were focused light used by them which

give the uniform light to the store, it’s a series of spot lights on the roof

side, actually by using them only ROOF become the part of attraction not

the PRODUCT. The light was not in way that it could enhance the beauty

of product.

Signages

They were not using signage, not for the product or customer assessment

or not even for trial room.

Page 15: VM Store Study

15

Ergonomics

From the eye of the ergonomics, the fixtures, the placement of the

products, the spacing between two fixtures everything was good. The

minimum height for the product from ground is 2 ⅟ 2 feet and the

maximum height was 6 feet. And the beam fixture is 4 inches apart from

the airside fixture, so basically it’s a combination of both kind of fixtures

and the product which were displayed there were at the proper height &

the displacement to each other. So it is very easy to a customer that he can

see properly, he can touch & he can pick up.

Page 16: VM Store Study

16

Graphics

The graphics which were on the counter table, at the wall of trial room,

and other side of walls are so good and they are according to the BRAND

IDENTITY, they are very YOUTH oriented and with the black & white

and in sepia tone.

Page 17: VM Store Study

17

POP Display

In addition to the signage that abounds in retail establishments, there are

point-of-purchase programs developed by manufacturers for retailer use.

The Point-of-Purchase Advertising International (POPAI) reports that it

now represents a $12 billion industry. Its president defines point-of-

purchase merchandising as “displays, signs, structures and devices that are

used to identify, advertise and/or merchandise an outlet, service, or

product and which serve as an aid to retail selling”.

However, there was no POP display at the store.

Page 18: VM Store Study

18

Product Presentation

The product presentation was very simple; it does not match with the

brands, except from one or two places. It was very old kind of, simple folds

and all.

CUSTOMER EXPERIENCE

When you enter in the Mall, there is huge hall type area at ground floor,

and when you reached at middle of the hall & looks upward to the stores,

then the LOGO of LEE & WRANGLER attracts your attention and except

from that the roof, full of spot light with black background (ceiling), when

you came at front of the shop, your attention goes towards the store

graphics, the colours and after that you start finding the product. And,

when you enter the show room, the textures of the wall, the graphics

attracts you. And a special part, the PHOTO frames of the old posters of

LEE & WRANGLER co., they attract you allot, and while looking them you

get close to the product placed there, then you start searching for your

desire one (product), there are two to three people to assist you for new

arrivals and trends.

Page 19: VM Store Study

19

Suggestion

Actually the store is good, Fixture are too good, but the problem is the

people who work there, they do not do efforts for the better presentation of

goods, they do not use lights properly, they never tries for new folds or

placement for the product, there is nothing like VIVID, it creates constant

feel, the graphics and the roof are only factors for visual merchandising,

not the product presentation. So these all things must be improve for better

VM.

Also, they should keep POP display.

TARGET AUDIENCE

The target audience for this store (LEE & WRANGLER) is YOUTH &

TEENAGERS, and 30% for GIRLS and 70% for the BOYS.