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Divya Manivannan
Masters In Fashion Management, NIFT
Lee Store Analysis“Objective – to understand the Geographical & Visual Merchandising aspects of
two exclusive concept store of VF Corporation ”
Store 1 Store 2
VF Brands Flagship Store Lee Flagship Store
Location Indiranagar Brigade
Brands Lee, Wrangler & Vans Lee
Exclusivity Highest Sales Highest Walk-ins
Store Location - Market Analysis
• Bangalore is one of the fastest-
growing Indian IT and Retail HUB
with increase in preference of
millennials and gen ‘Y’ population.
• Influencing as growing Retail sector
and expected 21% growth in 2016
compared to 2015.
• Indiranagar and Brigade is one among
commercialized residential places to
work & live, commercialization in the
form of shopping centers, malls,
restaurants and corporates with
highest footfalls after Koramangla
Source - Bhruhat Bengaluru Mahanagara Palike
Store Analysis – Store Facade
• Store Marquee
• Totem noticed in flagship store (backlit
flex)
• Wooden standee (sun board marketing
communication)
• Brand highlights in means of Backlit
visuals
• Regional branding also noted
• Elements of denim being highlighted in
flagship store (rivets, denim prints)
“Lee an extensively popular American consumer brand creating importance for
VM, The design celebrates Americana through the symbols of American
working and biking cultures”
“Brand promotional activities will be highlighted through store façade, a well
communicated store façade is a must”
Store
Window
Store Window Elements
Brand Communication
Marketing Communication
Price Communication
Mannequins
Backdrops
Primary and secondary props
Wooden Podium
Backlit visuals
General Graphics and Visuals
Lighting – spot lights
Color story
Support structure
“Store
Window
being
highlighted
with its
new
product
line &
theme
depicting
the same”
• Store window emphasizes more on product,
wherein promotional communication is a
secondary aspect (product specific
window)
• Product specific window towards one side
and trend flash window towards another
side being followed
• Open back window is a format followed
• Backdrop vinyl pasted visuals are noticed
• Props highlighting the product line Urban
Rider
• Backlit visuals highlighting the brand
• LED lights being used
• Fishnet wire and mesh holder used as
support structure
• No color story followed among mannequins
Store Analysis – Store Window
Store Analysis Instore
Element – Mannequin
Cluster
“Here new products are
highlighted in the mannequins, in
respect to the product categories
the style is formed”
• Specific color story can be an
effective way of styling a
mannequin
• Mannequin styling as per target
group should be implemented
• Mannequins following a color
story are more attractive
considerably mannequins
following different product line.
Store Analysis Instore
Element – Mannequin
Cluster
• Grouping mannequins of
different postures will also
create harmony
• Mannequins to be accessorized
(belt, bags, wallets of Lee are to
be placed) which provides an
effect on cross mix
merchandising
• Headless black matt finished
casual postured mannequins &
leg forms used in old concept
stores
• Articulated mannequins used in
new format concept stores
• Brand theme
• Brand story
• Brand logo
• Brand visuals
Store Analysis – Store Branding
“Branding creates
awareness and helps
consumer recollect a
specific value
immediately”
Branding noticed in following
spaces
• Cash Points
• Trial rooms
• Negative spacing
• Wall (high point visuals)
Brand specific logos, visuals
• Store façade (visuals)
Store Analysis – Store Branding
Store Analysis – Store Branding
Store Branding• Brand visuals lee ensemble collections,
highlights of Lee American Cult, with
its adaptive props being placed in
visually noticeable area, depends on
places where there is increased footfall
(trial rooms, stairways), easily noticed
by consumers, within consumers eye
level. Visually highlighting a wall with
• Brand logo being highlighted in wall
high point displays, acrylic 3d logos.
• Brand story , creating a brand story
and delivering it to c0nsumers is a
challenge, lee has adapted a
competitive branding strategy wherein,
a brand story being adapted in high
visibility wall to create brand
awareness.
• Exterior store graphics and instore graphics are
both used equally,
• Instore graphics include brand communications
aspects like style graphics,
• Brand story, Window communicational
highlights
• Wall utilization – different types of wall
graphics are used on its utilization
• Brand promotional Images
• Trial room Fit charts and Guides
• Vinyl pasting wall concept covers on trial rooms
• Backlit instore window highlights
• Brand communication and product
communication – high point visuals
• Graphics on Pillars (negative areas)
• Exterior store graphics
• Graphics at cash points and sidewalks
Store Analysis
Instore Element –
Visuals
• Window Lighting – Enhance able LED,
spot lighting to enhance the mannequins.
• Trial Zone Lighting – atmospheric lighting
which complements any skin tones and
merchandise color.
• Instore lighting – atmospheric lighting,
down lighting from the ceiling also used,
Incandescent bulbs are most often used.
• Mannequins – incandescent lights used as
spot lights,
• Props and fixtures – atmospheric lighting
“Lighting creates moods and minimizes
unimportant areas while emphasizing other
important ones”
Store Analysis Instore Element – Lighting
• The store is bright inside with yellowish
dark lighted.
• Limited amount of natural light
penetration through window.
• Advanced LED down lighting, spot lights,
incandescent lights of high intensity are
used to highlight the merchandise.
• Such lights are added advantage to the
store where in all different types of
merchandise looks colorfully appealing
and bright.
• Apart from that there are hanging lights to
focus merchandise.
• As denim indigo being the store dominant
color , it complements with lighting well.
Store Analysis Instore Element – Lighting
• Wall Fixtures – wall fixtures are divided
into 3 categories
• Wooden plank wall, mostly 3 panel walls
with black or white colors in it
• Black and white being a strong dominant
background which then further
foregrounds with merchandise fixtures
• Merchandise fixtures used namely two feet
and four feet shelves (mostly used in the
time of EOSS)
• Pigeonhole wall is also being a dominant
aspect of denim display (metal bracket
wall is universally considered the best way
to display denim which is not being
adapted by any competitors for now)
• One way browser used as wall fixtures
• Predominantly Dark stores (black fixtures)
• S hooks and peg hooks are also used for
denims
• Floor Fixtures – Floor standards
basically follow wall standards, and it
emphasizes more on merchandise
• Wood is given utmost importance in
every aspect of the store
• Random placement of accessories is
necessary
• Gondolas, Circular browsers, Two way
and four way browsers, Wooden clogs
used for accessories
• All fixtures are black in color as it
follows dark store
• Podiums are used in all places to
effective range top displays
• Considerably spacious main aisle
• Nesting tables (2block & 3block tables)
• used for power pricing and value
products which is a focal point in
stores
• Primary Zones - Wall considered to
be the primary zone
• Visible to customers from distance,
wherein a consumer perspective
towards brand is built in the very
beginning through primary Zone
(Zone 3)
• Products in primary zones –
Coordinated display of denim wall,
classics denim wall
• Fixtures in primary zones – wooden
plank wall, shelves, one way browser,
peg hooks
• Customers reaction to primary zones
immediate visibility and immediate
reaction towards the wall
Store Analysis – Zones
• Secondary Zones – Secondary zones
are considered to be equally important
as the customer browse through the
zones at first cut and follow the Store
wall
• Products in Secondary zones – top and
bottom wear coordinated,
• Fixtures in Secondary zones –
gondolas, one way and two way
browsers, circular browsers used.
• Customers reaction to Secondary zones
least importance, depends on
collection and product requirement.
• Secondary zones are not impulsive
zones, more concentration on product
line and variety in such zones.
Store Analysis – Zones
• Tertiary Zones – considered to be focal points with extreme importance
• Products in Tertiary zones – power pricing products
• Fixtures in Tertiary zones – nesting tables supported by body forms or
mannequins.
• Customers reaction to Tertiary zones – extreme importance, impulsive zone,
customer centric zone.
Store Analysis – Zones
Journal
Suggestions
• Requirement of Merchandise Presentation Standards (shelf
capacity, Sleeve blocking, Color blocking etc.)
• Requirement of Mannequin Styling Docket