Submitted to, Girinath Visual Merchendising Professor Fashion Communication dept NIFT,Kannur
Submitted by, Adarsh Sreekumar Akhil Vidyadharan Aravindh Sudarshan Jess Mary George Fashion Communication dept NIFT,Kannur 4
Table of Contents Page
Section o1
ABOUT THE BRAND
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02
HISTORY OF THE BRAND
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03
BRAND PORTFOLIO
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04
CUSTOMER PROFILE & PRODUCT RANGE
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05
DESIGN PHILOSOPHY & BRAND POSITIONING
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06
SEGMENTATION & USAGE
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07
ORAGINISATION STRUCTURE
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Page
Section o8
PLANNOGRAMS
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09
FIXTURES
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10
CUSTOMIZED STATIONARY
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11
CUSTOMIZED SUGNAGES
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01:ABOUT THE BRAND
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ABOUT THE BRAND: PEOPLE STORE, Kannur People is an initiative of Madura Fashion & Lifestyle, a division of Aditya Birla Fashion and Lifestyle is India’s largest and fastest growing branded apparel companies and a premium lifestyle player in the retail sector. After consolidating its market leadership with its own brands, it introduced premier international labels, enabling Indian consumers to buy the most prestigious global fashionwear and accessories within the country.
Logo of the brand placed in front of the store
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Facade of the store
02:history of THE BRAND
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HISTORY OF THE BRAND: PEOPLE The origins of People are from a small family farm, founded in 1978 in Milan. Over the years, the company of Louis Scialdoni and his family stated in the Italian fashion world and specializes in the production of jeans and trousers for men. Eclectic and creative, the People collections distinguished for the quality of the fabrics and the variety of models. They don’t lose also sight of customers’s satisfaction and fashion trends.
03: BRAND PORTFOLIO
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BRAND PORTFOLIO The company’s brand portfolio includes product lines that range from affordable and mass-market to luxurious, high-end style and cater to every age group, from children and youth to men and women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen Solly, Peter England — that personify style, attitude, luxury and comfort. It also includes India’s first fast-fashion youth brand, People; India’s largest fully integrated fashion multi-brand outlet chain, Planet Fashion; India’s largest premium international brand retailer, The Collective and the British fashion icon, Hackett London’s mono-brand retail in India.
04:CUSTOMER PROFILE & PRODUCT RANGE
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CUSTOMER PROFILE AND PRODUCT RANGE A fast-fashion brand for the youth, People is a one-step destination for international and fashion forward styles. Catering to women, men and kids, the product line is characterized by attitude that is street perfect and college ready. The brand offers the latest trends through its range of casual shirts, T-shirts, tops, kurtas and fusions tops, jeans, winter wear and accessories. Changing the way the youth dress, People focuses on making latest fashion available to all segments.
Denim collection of the store
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Men’s casual shirt & t-shirt collection
Bags and wallet collection
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Ladies casual tops, denim & t-shirt collection
05:DESIGN PHILOSOPHY & brand positioning
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DESIGN PHILOSOPHY OF THE BRAND The company offers a unique blend of global fashions, international trends and constantly work on innovating designs, concepts and products by incorporating the latest international trends in fashion and clothing styles.
BRAND POSITIONING Based on the analysis of price and quality of merchandise the stores have to offer, People fashion brand is below of all the fashion brands that Adhithya Birla have,such as Ralph Lauren,Pantaloons,Forever21 etc.People brand is targeted for normal people unlike other brands of Adhithya Birla.
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06:SEGMENTATION & USAGE
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SEGMENTATION & USAGE People carry a selection of casual clothing: cotton, denim, knitted dresses, tops, jackets, scarves and jeans.They always have a special premium collection for denim.They also have bags and wallets. The store has given space to all the featured collections along with well lit ambiance. Also, have well spaced and planned layout.
T-shirt collection
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Mens premium collection
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07:ORAGINISATION STRUCTURE
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ORGANISATION STRUCTURE & IN STORE COMMUNICATION The organisation structure of the store of short, sim- The in-store communication is not ple and uni-directional. Headed by branch man- great or does not have any sort of sigager Mr.Thejas along with a couple of the staffs nages inside the store. Which might be a hindrance in understanding the assortment, for some customers.
IN STORE COMMUNICATION Light: Lighting was well-done none of the corner where dark or unlit.Spot light was used throughout the store. Ambience:Casual yet classy atmosphere Sound:Bollywood film songs were playing;soft songs Smell:Very ethnic, walm and pleasant smell throuhout the store. Fixtures:Simple frame fixtures dominate, for clothing, fixtures are made with metal and wood
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08:PLANNOGRAMS
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PLANNOGRAMS Walls in commercial interiors are one of the most important display areas for the sale of merchandise. They playadecisiveroleinastore’s/ brand’s image. Walls are generally used intensively for display purposes. Only in the premium segment is a small quantity of merchandise used to express exclusivity. Back walls should be divided into zones with individual themes. This creates an overview and facilitates customer navigation. Shelves and hanging rails at identical heights express serenity and orderliness, whilst offset heights create excitement The back wall can be divided into three functional zones: The top zone is used for information purposes. As this zone is visible above mid-floor elements, the consumer can see what can be found on the wall or in this department. The area should therefore be used for department/brand labelling, for image/brand photos or decorative purposes. Attractive pictures and interesting decorative elements have a magnetic effect, drawing customers to the distant back wall. Good lighting in this wall section is, therefore, also particularly important.
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the impression of an extensive choice. Varied merchandising techniques should however be used. Alternating between front and side hanging displays, between different items and colours demonstrates choice and variety, inciting curiosity and avoiding boredom. A varied display requires a range of different merchandise supports. They are essential for creating different decors and display options at all three levels. The Visplay product range includes a wide range of panel systems with an extensive choice Large quantities of merchandise can be displayed of merchandise supports and acin the bottom zone. This zone is often only vis- cessories so that each display levible directly in front of the wall when intensive el can be continuously redesigned. use is made of th surface. Here the consumer can choose from different models, versions, sizes and prices. Side hanging displays are a space-saving option in the textile sector, enabling the display of a large quantity of merchandise and conveying The middle zone shows the merchandise theme. The merchandise display is already identifiable as the consumer approaches – this is decisive when it comes to inciting consumers to look and linger. The type, shape, colour and material of the item must be visible. With textiles, front displays and folded items have a stronger and more appealing effect than side hanging displays; items are more easily identifiable and distinguishable in this manner. Identical items (in different sizes) should be hung one behind the other or placed on top of each other. It is also essential that items in the middle zone are hung at an accessible height to guarantee self-service.
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09:FIXTURES
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FIXTURES The present fixtures there in the store are made up with metal frames .The shelves in the store are either of metal frames and there are tables with wooden finish.Wooden blocks are kept in the front area of the store .Fixtures in the store also includes wall accesory display hangings,mannequins,round rack garment display tables ,wall shelves
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We suggested them a fixture with silver metal frame that is a combination of a double sided mirror, garment hanging rack with glass finish and wooden shelves.
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Glass handle
Glass handle for hanging
Double sided mirror
Steel finish frame work
Wooden panel
Combination Fixture (3d rendering)
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10:CUSTOMIZED STATIONARY
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company letter head The letterhead will be used for all official communication that is going out of People store.
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visiting card and tag Visiting card will be used for giving contact details about the store to customers and dealers. Tags will be used for giving details of garment such as price,size ,colur ,material etc
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PACKAGING Packaging helps them in away for promoting the brand logo
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11:customized signages
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signages
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indoor signages
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