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Table Of Contents
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Brand
Visual Identity
Display
Brand Profile History & Image Profile Philosophy Brand Divide & Usage Merchandise Brand Position
Logo Colour Variations Clearspace Typography Colours Collaterals display Correct & Incorrect usage of Visual Identity
Display Elements Study Plan Planograms Store Layout and Zones Fixtures & Signage Tags & Packaging Mannequin Display Folding Techniques Colour Blocking Overall Guidelines
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THE BRAND 6
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Brand Profile Crisp is the first of its kind, multi-brand luxury experience store in Bangalore, India where leading fashion brands form an eclectic collection. Meant for shoppers with a sophisticated and elegant taste, Crisp located at Lavelle Road, Bengaluru brings various high fashion brands under a single roof. All products available at Crisp are manufactured only in Europe, UK or the USA. This ensures that the customer gets only the best of the various lines offered by the brands. Accessories like bags, headgear, scarves and shoes share space with apparel for both men and women to help the customer, to put together a total look. 8
HISTORY AND IMAGE PROFILE Crisp was established by serial entrepreneur and luxury fashion enthusiast Vatsal Poddar. His developed knowledge of the space got him a loose licensing deal with 25-odd high-end clothing and accessories brands in 2011, when he kicked off Crisp. The store has been designed not only to give the customer a unique space to experience luxury shopping but also allow the brands to be displayed with interesting props and displays. Leisurely browsing, aided by a knowledgeable team of fashion consultants, facilitates the customer to create a unique ensemble for themselves, by themselves.
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PHILOSOPHY “Always on trend� is the underlying theme in the collection at Crisp. Each item has been chosen keeping the tastes of the Indian customer, who is currently starved of choice in the Luxury Segment.
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BRAND DIVIDE Iceberg Iceberg is an Italian luxury fashion design house. Founded in 1974 by Silvano Gerani and Giuliana Marchini, the house produces women’s and men’s’ ‘prêt-a-porter, accessories, fragrances and children’s wear. It is part of the Gilmar Group, founded in 1962.
Dsquared 2 Dsquared2’s philosophy is an edgy mix of Canadian iconography, refined Italian tailoring and playful sensuality. The collections are a seamless melding of contrasts: sporty and glamorous, laidback and extravagant, masculine and feminine, creating a distinctive concept of alternative luxury.
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Dirk Bikkembergs Dirk Bikkembergs is the brand that finds creative inspiration in the union between fashion sensuality and power of sport. Founded in 1986 by the homonymous designer and member of the avant-garde designers group known as the “Antwerp Six�, the brand has developed over the years a style that exudes a confidence uncomplicated
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Nina Ricci Maria Nielli is the founder of Nina Ricci. Her Haute Couture house was founded in 1932, at 20 Rue de Capucines in Paris complete with the design atelier and salons for fittings.
Cesare Paciotti Cesare Paciotti was established in 1948. In 1980 Cesare became the C.E.O. of the company and he decided to realize the first ever collection under the label Cesare Paciotti. The brand is characterized by its elegant and classy ready to wear and accessories for men and women.
Gianfranco Ferre Italian signature creating exclusive luxury clothes and accessories for thirty years, is synonymous with an elegant, sophisticated contemporary style for a clientele alert to the new trends.
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Patrizia Pepe The Patrizia Pepe brand was set up as an entrepreneurial initiative in Florence in 1993, by Patrizia Bambi, the creative and stylistic spirit, and Claudio Orrea, head of management and administration, within another of their creations, the Tessilform textile manufacturing company. From the start they achieved recognition as being among the world’s best modern fashion designers with clothing stores to match. The firm is best known for its women’s clothes, accessories and shoes.
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BRAND USAGE
Semi Formal, Casual and Party wear
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MERCHANDISE
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WOMEN
MEN
Women’s Wear
Men’s Wear
Tops Trousers Denims Skirts and Dresses Shorts Knitwear
Shirts – Casual and Formal Trousers Denims Shorts Knitwear
Accessories
Accessories
Belts Shoes Jewellery Hats Watch Bags
Cufflinks Shoes Belts Watch
BRAND POSITIONING Based on the analysis of price and quality of merchandise the stores have to offer, Crisp is a level below Collectives which has brands at a premium price and Grasshopper is above the other two brands. The competitor brands include Collective The Collective is a one of its kind, super-premium retail concept, known for its breadth of exclusive fashion. With over 100 of the world’s best fashion brands under one roof, this unique lifestyle store offers all connoisseurs a unique point of view on each individual’s own personal style.
Crisp
Grass Hopper The store focuses on promoting the new and the unusual with its collections of contemporary clothing and accessories by young designers. The clothes are minimal yet innovative in their pattern making techniques and are often quirky in style. The accessories on display have been chosen to complement the clothes.
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VISUAL IDENTITY 18
EXISTING VISUAL IDENTITY The current logo of Crisp consists of a logotype with the name Crisp drawing attention to the elongated ‘i’ in the logotype and set in a round san serif typeface. The colours that mark the existing identity of the brand consists of Magenta paired with Gray.
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REBRANDING Logo The logo is inspired by the sacred geometry concept of power concentrated in the central region. The squares tilted at different angles with a difference of 10 depict the different brands that Crisp aims to promote under its flagship store and portray itself as a one stop platform for luxury that is affordable. The colours gold and purple stand for royalty and luxury.
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Alternate Colours
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Black and White
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Clear Space
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Typography
BEBAS NUEUE
Headings
HELVETICA NUEUE
Sub Headings
VISUAL IDENTITY
Typography
GOTHAM LIGHT The logo is inspired by the sacred geometry concept of power concentrated in the central region. The squares tilted at different angles with a difference of 10 depict the different brands that Crisp aims to promote under its flagship store and portray itself as a one stop platform for luxury that is affordable.
Body Text
The colours gold and purple stand for royalty and luxury.
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Major Colour Scheme
C M Y K
75 85 55 70
C M Y K
80 %
80 %
#251125
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5 35 95 0
opacity of original hue
opacity of original hue
45 %
45 %
opacity of original hue
opacity of original hue
#efac2a
Collateral Display View 27
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Posters
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Correct Usage
Incorrect Usage
Crisp 30
VISUAL IDENTITY USAGE GUIDELINES Dos and Donts The logo has a certain clear space section marked around it and is to be ideally used as per the clear space guidelines around the logo. Any distortion in the logo needs to be avoided and utmost care should be taken while using the logo along with the colour scheme it is paired with, its position and placement.
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DISPLAY ELEMENT STUDY 32
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INSTORE ELEMENT STUDY Light Low dimmed spot lights all through the store and specifically fitted spot lights to throw light on the merchandise and displays.
Ambience Classy atmosphere - a sophistication associated with the store.
Smell A pleasant smell with a mixture of subtle perfumed fragrance coupled with the smell of clothes.
Sound An English track with medium paced beats to pep up ones shopping vibe.
Crowd One can find two to three customers at a given time during weekdays and five to six during weekends.
Communication No posters or communication / promotional materials in the store. Tags and labels are seen with the characteristics of the respective brand. Exterior of the store has a standie with the different brands in the store apart from the signage. 34
FEATURES OF THE STORE Window Display The display changes according to the season. A lot of attention is paid to the way the merchandise is marketed through the displays. Island displays are seen here and there throughout the store to display the diferent categories of merchandise.
Fixtures and Display Fixtures are clean, edgy and have a metallic finish. Tables displayed have a glass finish and display exclusive collection (accessories). A display panel where the merchandise is hung. There is nothing attached to the walls. An array of mannequins are displayed to get a feel of different brands. The walls have a textured look giving the viewer a very sophisticated feel. Predominant usage of wood for the panels and flooring adding to the personality of the store.
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Rack at Crisp Program Their “Right Pricing, Regular Introduction and Fast Fade Out” strategy. rack@crsip offers a wide variety of selection for both men and women at a discount of 40% through out the year.
Arrangement of Merchandise Men and women’s merchandise is placed on the left or the right side depending on the zone it is placed in. There is a clear demarcation for the women’s and men’s merchandise.
Design of the Store The design and overall feel of the store is characterised by the season and trends that are in vogue. The design of the store was done by FOA Studio in cooperation with Vijay Nambiar Design in 2011. The fixtures are designed in a way such that they can be used in a multipurpose manner, either as a display unit or as a fixture. The placement and arrangements undergo a change based on the trends and the merchandise. Accessories like bags, headgear, scarves and shoes share space with apparel for both men and women to help the customer, to put together a total look and the display is done along the walls. 36
A PEEP INTO THE STORE This is a peek into the store, with the merchandise based on the previous season. The arrangement of the fixtures and the communication inside and outside the store has a remarkable difference. The store is visibly a lot more colourful in terms of the display.
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PLAN - EXISTING
2 4
3 1
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1
CURRENT PLANOGRAM LAYOUT
The current planogram has a random assortment of merchandise placed together with a characteristic display of accessories and shoes.
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STORE PLAN The structure of the store layout has been inspired by the golden Spiral and the entire store elements follow the structure and the ratio of the golden spiral. Some of the interesting features of the store include the trial room that has different corners with an incorporation of Augmented Reality, thus improving experience for the customer. The Accessories section has a well defined seated fixture where the customer is given personalised experience wihile selecting and buying the merchandise. 42
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30.0008
30.0000
Fixtures
Accessories
Fixture Staff Room
Lift
Lift
10
10
Jewellery
10.0000
Trial Room
10.0000
Shoes Wall Shelves Fixtures Stairs
2.7 2.7074
Point of Sale Stairs
40 40
Fixtures
Women’s Wear Men’s Wear
Fixtures
Wall Shelves
Window Display
Wall Shelves
Units in Feet
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STORE LAYOUT The planning of the store layout along with the placement of the fixtures forms a combination of a race course and a free flowing layout. Upon entering the store, customers follow a race course - a zig zag like format and the end of the store towards the trial room and shoes section sees a free flow layout. 44
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1 4 2
3
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SECTIONS and zones The store has been customised with different sections for Men’s Wear, Women’s Wear and accessories.
Women’s Wear Men’s Wear Shoes
Jewellery
Accessories
The two primary zones include the feature zones and the Null Zones. Feature Zones are those prime areas of the store that are most visible while Null Zones are those areas that are hidden and covered.
Feature Area
Null Area
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Room 1
Room 2
Trial Room
Room 3
Room 4
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TRIAL ROOMS The Trial Rooms are built in a circular shape with five rooms in total. The Trial Rooms have been designed based on the concept of Augmented Reality, where the customer can just walk in without having to carry any merchandise and can use the Augmented Reality feature in a closed room and can try out the merchandise effortlessly. Thus the concept enhances the customers experience of visiting the store and offers an easy and effortless shopping endeavour.
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PROPOSED PLANOGRAMS
This planogram corresponds to no 1 marked in the plan in the womens section.
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This planogram corresponds to no 2 marked in the plan in the womens section.
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PROPOSED PLANOGRAMS
Units in Feet
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This planogram corresponds to no 3 marked in the plan in the mens section.
This planogram corresponds to no 4 marked in the plan in the mens section.
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FIXTURES Fixtures at Crisp have an interesting feature of acting as storage panels as well as for displaying merchandise. The fixtures are designed in a multipupose way where the individual blocks can be repositioned and used as another fixture display method. This forms the speciality fixture of the store. The other fixtures include dumping tables and a round cased table with stools for accessories, apart from the wall storage shelves. 54
Speciality / Block Fixture Wireframe View
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Rendered View
The fixture consists of different blocks placed together to form a structure to showcase as well as store the merchandise. The blocks can be dismantled and placed in different orientations to form another structure and to break the monotony of the standard seen fixtures. Another aspect includes the placement of mannequins on these fixtures with the merchandise stored in the racks, hence adding to the display element of the fixture. 56
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Alternate Arrangement of the Block Fixture
4.5
1.5
1.5
3
3
4.5
Fixture
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Dumping Tables Wireframe / Block View
1.5 2.5
2
0.15
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Rendered View
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Accessory Cased Table Wireframe View
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Rendered View
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Showing the case or tray for the placement of the accessories. 65
Wall Storage Shelves
Accessory Cased Fixture
Zone 3
Speciality or Block Fixture
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Zone 2
Zone 4
Dumping Table Fixture
Zone 1
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SIGNAGE Hanging View of an indoor signage 68
The Signages follow the colour scheme of purple and golden and are done in a manner that gives it an edgy yet informative look.
12 in
6 in
Flat View Hanging View of an indoor signage
Display board
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SIGNAGE EXTERIOR The exterior signage consists of the Brand name crisp centrally aligned with the brand name in the regional language (Kannada) on the right hand side bottom of the signage. The logo is seen on two levels one - The main signage to attract the attention of consumers from a distance and the logo on the door to call out to customers walking down and at a closer distance ( eye level view). . 70
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Central Aligned Brand Name
Brand name in Kannada - Regional Language
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TAGS The Tags are designed to promote the identity of the brand with their strong colour coding for different sections and yet establish the colours of Crisp with the emphasis on the visual identity.
Customized tags for Women’s Wear with the Maroon colour paired with white and gold
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Customized tags for Men’s Wear with the Deep Blue colour paired with white and gold 76
Customized tags for Accessories Dark Teal Green colour paired with white and gold
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PACKAGING The packaging consists of white with the gold logo for apparel and for accessories, the packaging consisits of a black box with the logo embossed on the surface of the box. Packaging plays an important role in bringing out the feel and personality of the brand. The black and white combination gives a luxury approach to the brand. Going Eco Friendly, Crisp has a jute bag with the logo on it. 78
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MANNEQUIN DISPLAY Mannequins are to be displayed in a manner such that they make the merchandise seem real. A mannequin in a complete whole form with the legs and hands is to be displayed. An avoidable feature is to avoid using mannequins that have a stand attached to them such that they are suspended or using of bodyforms is not advisable. 82
Correct usage of the mannequins
Inorrect usage of the mannequins 83
FOLDING TECHNIQUE The method of folding a merchandise especially Tees and Shirts is customised by each brand in a unique and specific way. Here is an infographic showing the various steps involved in folding a shirt before stacking them on the racks for display. 84
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Take a shirt and lay it flat
Fold the left section inwards Fold the left sleeve inwards
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Fold the right sleeve inwards Fold the right section inwards
Take the bottom section inward such that the neck area faces you.
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COLOUR BLOCKING Colour Blocking of a merchandise is an important aspect of Display Technique. The feature allows customers to have a wider look at the arrangement of merchandise, the sizes and the over all nature of the merchandise from a distance. Along with its purpose of giving the customer an insight into the merchandise, it enhances and uplifts the look and feel of the store.
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OVERALL GUIDELINES Always use the right planogram for the right set of sections to display. The fixtures have a specific zone to which they have been assigned and the placement of it is to be based on the guidelines. The overall store layout follows a race course layout and with the change in the placement of the overall store set up, care should be taken to maintain the race course and free flow combination. Tags should always be placed in a manner Shirts, Tees and Apparels need to follow the specified folding method. Colour blocking in the store should be distinct.
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