Lee denims visual merchandising on window display

WINDOW STUDY

Study on Customer Awareness and understanding on Lee

Window Displays, that is stories in window

Divya Manivannan

Masters In Fashion Management, NIFT

Graduation Research Project

Qualitative

Research Methodology

Window Display Analysis

AIDA Evaluation

Advertising & Marketing Attributes

Problem Identification Method

Exploratory Research – Uncertain about the problem

Research Method - Qualitative and Quantitative Techniques

Research Approach – Primary Data

Market Survey

Observatory SurveyQuantitative

Quantitative Analysis

Objective – To determine consumer awareness towards Lee fits, and to plot Lee

in consumer adoption process

Questionnaire

Sample Frame – Bangalore, India

Sample Size – 100 Respondents

Sample Element – Mall Walk-ins, Male & Female,

Age group of 20 to 40

Sample Technique - Convenience sampling

Open Ended & Close Ended Questionnaire

How often do you window shop?

75% shop once in a month, wherein customers notice,

which is stimulant towards awareness, trial & purchase

How often do you shop?

Frequency of shopping is higher twice annually

among customers, So window shopping is a routine

Product Awareness

100% awareness on the brand is noted, 66.7% are not

aware of products which is correlated with window

Window as a mode for Product Awareness

13.3% of respondents have came across lee products

through window, Women generally notice window

Window Display Stimulating Product Awareness

Product Information Stimulating Sales

Inference – Consumers take notice

at the shop window, More number

of consumers are looking for

product information in the window

more than any other concepts, when

product is seen clearly it can

stimulate awareness, interest and

purchase decision.

Inference - Window Display

Stimulating Product

Awareness & Sales

• People preference towards a product can be increased by increasing focal / attentive features of

the product in the window

• Consumers do take notice at the shop window but they don't incur to notice window feature but

they rather notice Product, it can change the product concept

• Informing customers about the product feature is the influencing factors, which can create

awareness and stimulate sales

• Extreme importance should be given to the merchandise, where background should not

dominate the product, rather it should be a supportive feature

• Props are given least importance by the consumer, where consumers take time to correlate

props and merchandise for understanding the product concept

• Props don’t act as a supporting feature rather props should not be used as a supporting feature

to create awareness, rather direct communication is effective

Product Preference

Product Concept can be changed

Direct Awareness

Stimulate Sales

Dominating Background

Least & Most Perceivable

Consumers do notice all the factors in the

window, but they derive to a conclusion as a

women's wear window

What did you notice in the below picture? How well the display meet your need in purchasing?

45% of consumers consider the display not helpful,

due to its unclear communication

How much it influences you to enter a store?

45% of consumers have scaled it 2, which is of least

influence

Marketing & Advertising

Attributes – AIDA

May or may not Stimulate Trial,

Concept do not stimulate desire

Interest towards women's wear is created

Overall Background with merchandise will create attention

ATTENTION

INTEREST

DESIRE

ACTION

Inclined towards category, may or may not stimulate trial purchase

Affective Content

Conative factor being the graphical background and mannequin

Conative Content

Perceived information may or may not be clear as the emphasize is only towards, women's wear

Cognitive Content


Attributes – Advertising Appeal

80% of consumers understand the product

concept , due to the background visual and

Caption (but not very clear)


45% of consumers consider the display not helpful,

due to its unclear communication


60% of consumers have scaled it towards highest

influence 3,4 & 5, wherein its biased due to denim

features also


Attributes – AIDA

Stimulate Trial,

Overall, Caption, mannequin and Visual

creates a awareness, desire

The Caption “Stretch Deluxe” defining the product feature created

Interest

Visual and Caption is the emphasizing factors, but Visual creates attention alone

ATTENTION

INTEREST

DESIRE

ACTION

Women more inclined towards such product features, will desire to try it, helpful in trial decision

Affective Content

Visual which defines product feature as stretch, and caption is perceived, stretch as a product feature

Conative Content

Emphasize is derived through Visual, Merchandise and Caption equally

Cognitive Content



Consumers did not understand what exactly is the

denim feature, but they understood a product

availability


27% consumers find it useful in selecting as well as

trial, due to denim display the result is positive


Results are neither negative nor positive, it can be

concluded as a decent window display as per

consumers perception


Attributes – AIDA

Stimulate Trial,

Overall concept focusing on Jade Fusion

will create desire

Graphic presented with the merchandise emphasizing the merchandise creates interest

Background abstract Graphic is the attentive feature in the Window

ATTENTION

INTEREST

DESIRE

ACTION

Inclined towards “Jade Fusion” , confusivetrial behavior will be created

Affective Content

Merchandise, Caption and Graphic will stimulate attention towards product, not well communicated

Conative Content

Visually effective Background will make us perceive abstract information, but not clear

Cognitive Content



60% of consumers understood 101, also

understood that the product carries some features

which can be considered positive towards brand.


Maximum consumers consider it helpful, results in

purchase decision and trial which is extremely effective


Results are neither negative nor positive, but can be

considered it positive due to its maximum scale is

towards 3,4 & 5


Attributes – AIDA

Stimulate Trial,

Overall concept focusing on 101+ will

create desire

Graphic presented with the merchandise emphasizing its

features creates interest

Overall Graphic, Branding (101+) with merchandise will create attention

ATTENTION

INTEREST

DESIRE

ACTION

Inclined towards product feature, may stimulate on trial purchase

Affective Content

Conative factor being the graphical display of product features, which is pictorial

Conative Content

Perceived information may or may not be clear as the emphasize is only towards, branding 101+

Cognitive Content



Consumers attentive factor being the caption and its

visibility, they did understand the window

communication, and color also is being noticed here.


Positive comparatively, due to its communication

towards choosy riding crowd, communication will not

attract every one


Results are neither negative nor positive, it can be

concluded as a decent window display as per

consumers perception


Attributes – AIDA

May or may not stimulate Trial,

Riders will desire as it is well communicated through logo and

caption

Caption “You can go your own way” and background “cycling

features” together creates interest

Caption “You can go your own way” is the emphasizing factor, but overall, caption, color

and background creates attention

ATTENTION

INTEREST

DESIRE

ACTION

Inclined towards “Urban Rider” and will stimulate only to such personalities, can be considered biased

Affective Content

Caption & Merchandise on mannequin will stimulate product features/trial

Conative Content

Caption and Background will make us perceive “Rider”

Cognitive Content



Competitors Window Display Analysis

Among all competitors only Levis is using Product Concept Window, which can

be compared with Lee, others are emphasizing on Category

Simple and direct communication, maximum

consumers understood the product features

.


(no negative response) considered effective than any

other due to direct visual & textual presentation on

product features and merchandise, also all consumers

consider it effective for selecting, trial and decision


Results are positive, it can be concluded as a decent

window display as per consumers perception


Attributes – AIDA

Stimulate Trial,

Emphasized product feature created desire

Overall, window setup with visual, caption and merchandise creates

interest towards the product

Visual and Caption created attention

ATTENTION

INTEREST

DESIRE

ACTION

Inclined towards “Shaping denim” , Must trial behavior and it is an impulsive factor

Affective Content

Merchandis, Caption and Visual will stimulate attention towards product, well communicated

Conative Content

Visually effective Graphic, caption will make us perceive information, clearly

Cognitive Content



Inference on Window Display Analysis

Inference on Extremely effective

Window Communications without

Negative Responses

1 2 3

4 5 6

Considered to be effective due to Direct

Communication towards the Product

What customers perceive

from this window?

• Product Awareness

• Product Features

• Exclusivity

• Range / Collection

What are we trying to

communicate in the window?

• Product

• Product Availability

• Not clear about Product

Features

Inference on Overall Lee

Communication Gap

Customer Pay Attention to

Displays and Signage's

• It was found in the research that 93 %of the customer when enters the retail

store they look at all the displays and signage present in the store.

• The display windows displays are ways to grab the customer’s attention and

drag them towards the store.

• One thing should be kept in mind that the customers just spent few seconds

at the display so becomes important to put such a display that will attract the

customer or force the customer to visit the store or deliver the required

information to the customer.

• Very few only 7% do not pay any attention to displays or signage

Suggestions

Design Attributes

Converting window shoppers into real buyers through Effective Product

Communication

Suggestions on Communication - Caption

The caption, or any other textual feature in the window should be a direct

communication, bold, visible away from 15 meters, with in the eye level,

visible from top and bottom floors, also left and right side of the road

EFFECTIVEINEFFECTIVE

Suggestions on Communication - Logo Placement

Logo placement within the Eye Level, and Clear Visibility


Suggestions on Communication - Background

INEFFECTIVE INEFFECTIVE

Direct communication, Life size visuals or graphics with clear visibility away

from 15 mins

Suggestions on Communication - Merchandise Presentation

Presenting merchandise with its product feature is an effective aspect of window

display, and grouping of mannequin can create attention

EFFECTIVEEFFECTIVE

Suggestions on Communication - Visuals


Life size visuals is direct and effective

Suggestions on Communication - Graphics

Communicating product features in the graphic can be effective, but illusions and

other emphasizing factors may not always support the product feature or

communicate indirectly, artistic display convey abstract messages

EFFECTIVE INEFFECTIVE

Suggestions on Visibility during Day

Most of our windows are not visible during day (east facing window) excluding malls, at

busy streets as we use open back window with least lighting features, so both the aspects

has to be worked

Most perceivable Elements

- Direct communication, anything which

communicates directly using any

medium is considered effective

- Visuals and Captions with merchandise

are considered to be the most

perceivable element

- Mannequins and leg forms are closest to

most perceivable elements

- Stimulating signage's, playing around

with colors like yellow and Red are again

most perceivable factors

- New development in props and lighting

or decorative items, can create

attention/attentive factors

Non perceivable Elements

- Fixtures are not at all noticed by

consumers,

- It is an effective factor used to emphasize

the merchandise and also the product

features

- Hence fixtures can be a supporting

structure but non perceived by the

consumers, rather used to emphasize the

product features

- Props, until and unless the props are

extremely attractive, it is not an effective

factor to communicate using props,

- Visuals are more stimulating than props,

effective communication with props can

only be done when its attractive

Suggestions on Perceivable Elements In the Window Display

SuggestionsMarketing Attributes

- Stimulating signage's, Yellow and Red are

most effective stimulating colors for

signage's, though our brand is a premium

brands not mass market, but it is still

acceptable by audience as other premium

brands opt for such colors

- Visibility, all the promotional

communications should be visible or

made to be visible from both directions

of the road

SuggestionsUsing Dominant Factors

Direct Communication

Info graphics

Grouping Of Mannequins

Lighting

Creating an emphasizing factors

Colorful Merchandise or Colorful Display

Thank You

Retail

Lee denims visual merchandising on window display