SHOPPERS STOP
SPRING/SUMMER
2017
VM MANUAL
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SHOPPERS STOP SHOPPERS STOP
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CONTENT
About the brand
05 History
Sister Stores
Philosophy
Market Segmentation
Product Categories
Store Plan
Planogram
Signage
Window Display
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09 Brand Profile
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Brand Positioning
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Cuatomer Profile
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Visual Identity
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Aisle Planing
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Folds and Ticketing
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Tags
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Do’s & Don’ts
101
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12
15
27
41
79
93
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SHOPPERS STOP
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About the brand
An Indian retailing company promoted by the K Raheja Corp Group, started in the year 1991 with its first store in Andheri, Mumbai. Shoppers Stop Ltd has been awarded “the Hall of Fame” and won “the Emerging Market Retailer of the Year Award”, by World Retail Congress at Barcelona, on April 10, 2008. As of 2013, Shoppers Stop has 73 stores in India. Shoppers Stop began by operating a chain of department stores under the name “Shoppers’ Stop” in India. Shoppers Stop has 83 stores across 38 cities in India. Specifically, Shoppers Stop stores retails clothing, accessories, handbags, shoes, jewelry, fragrances, cosmetics, health and beauty products, home furnishing and decor products. Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories.
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SHOPPERS STOP
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Vision
To be an inspirational and trusted brand, transforming customer’s lives through fashion and delightful shopping experience every time. Values that help us in achieving our mission and vision: EXCELLENCE - “We will have an environment that encourages development & excellence.” OPENNESS - “The obligation to dissent and an environment conducive to openness.” CARE - “We will have a willingness to apologize and forgive.” INTEGRITY – “We will be fair and not take what is not ours.” INNOVATIVE – “We will have an environment of innovation and growth.” SOCIALLY RESPONSIBLE – “We will respect our customers’ rights and be socially responsible.”
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SHOPPERS STOP
History
The foundation of Shoppers Stop was laid on October 27, 1991, by the K. Raheja Corp. group of comapanies. Being amongst India’s biggest hospitality and real estate players, the Group crossed yet another milestone with its lifestyle venture. From inception, Shoppers stop has progressed from being a single brand shop to becoming a Fashion & Lifestyle store for the family. Today, Shoppers stop is a household name, known for its superior quality products, services and above all, for providing a complete shopping experience. With an immense amount of expertise and credibility, Shoppers stop has become the highest benchmark for the Indian retail industry. In fact, the company’s continuing expansion plans aim to help Shoppers Stop meet the challenges of the retail industry in an even better manner than it does today. .
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Sister Stores
Crossword Bookstores HomeStop Brio HyperCity M.A.C Arcelia Mothercare Nuance Group HyperCity-Argos Timezone
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SHOPPERS STOP
Brand Profile
Clothing for men, women, and kids; accessories, fragrances, cosmetics, footwear; home furnishing and decor products, the stores aim to provide shoppers a truly international shopping destination. Expanding the retail stores their aim is to provide the best deals available. Best offers on top categories with experiencing the latest collections from top brands in order to solve all the fashion woes. Primarily targeting women from a wide range of age group gives a make over opportunity with the everything in one place. . .
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Philosophy
Experienced, professional management; supported by world-class systems and practices; and a talented pool of associates with a shared passion for making every shopper visit a memorable one. They endeavour to Start Something New in performance. Start Something New in products. Start Something New in customer service. Start Something New in Life. They concentrate on serving many needs of a particular customer group.
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SHOPPERS STOP
Brand Positioning
It positions itself as a a Global Premium Retail Outlet which is a family store delivering a complete shopping experience. Shoppers Stop faces comare two key competitors.
Market Segmentation
Division of the total market into smaller relatively homogenous group. They have divided their respective markets in terms of Age and sex and also divides a population into groups that have similar psychological characteristics, values, and lifestyles. 12
Customer Profile
Women are the main target as they are the real purchases. Infact most of the mens and kids section products are also bought by the women.
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SHOPPERS STOP
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Product Categories
Perfume Luggage Bags Jewellery Shoes Cosmetics Lingerie Clothing Accessories Miscellenous
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Perfume:
Luggage:
Adidas Antonio Banderas Nina Ricci Moschini Issey Miyake Paco Rabbane Gucci Hugo Boss Calvin Klein Just Cavalli Roberto Cavalli United Colors of Benetton Govan Nautica Gap Evaflor Dolce & Gabbana Lotto Playboy David Beckham Ulric De Varens Ralph Lauren Bulgaria Giorgio Armani Salvatore Ferragamo Davidoff Guess
American Tourister Skybags VIP Samsonite Carlton Wildcraft Tommy hilfiger Travel Blue
Bags: Baggit Caprese Holi Life Austin Fred e2o Hidesign Lavie Haute Curry Guess Giordano Rocky Star
Jewellery: Nirvana Haute Curry Tribal Zone Zaveri Pearls Kashish Pretty Woman Kalyan Craft Tree Life Swarowski
Footwear: Catwalk Haute Curry Lemon & Pepper Van Heusan Inc.
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Cosmetics:
Men:
Chambor The Body SHop Lakme Colorbar Maybelline Loreal
Louis Philippe Tommy Hilfiger Indian terrai Life Arrow Van Heusan Park Avenue Wills Lee Pepe Jeans Wrogn Wrangler Provogue U.S.Polo Assn
Lingerie: Jockey Bwitch Triumph Amante Enamor Lovable
Women: Imara Aurelia Krauss W Kashish Soch Biba Life Van Heusan Park Avenue Wills Elle Arrow Lee Pepe Jeans 100 F Ellisa Donatella Latin Quarters Stop Femina Flaunt Fratini
Kids: Indian Terrain Life Stop Peppermint Mothercare 612 League
Miscellenous: Paperboat Snickers Cadbury Chocolates
Men’s Accessories: Louis Philippe Titan Tommy Hilfiger
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SHOPPERS STOP
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VISUAL IDENTITY
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SHOPPERS STOP Description - Art Deco Sans Serif
COLOR PALETTE C: 74% M: 68% Y: 67% K: 89% C: 32% M: 60% Y: 97% K: 19% C: 1%
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M: 21%
Y: 82% K: 0%
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2x
x
x SHOPPERS STOP x
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Shopper’s Stop has looked around and taken a turn. It no longer asks you to think beyond, but tells you to go ahead and “start something new”. This is the tagline, the brand has now adopted. Started in 1991, the fashion and lifestyle family store has also changed its logo. The logo change is to emphasise that the positioning of the brand has been upgraded to a “bridge to luxury” store.
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SHOPPERS STOP
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STORE PLAN
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SHOPPERS STOP
WOMEN APPAREL Ground Floor
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First Floor
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SHOPPERS STOP
The fixtures attracts the customers enabling them to locate the merchandiser and motivates them to make unplanned impulse purchase. Fixtures are flexible and are physically able to be moved but can not be modified. Race track layout enables the customers to see the merchandises available at multiple departments and initiates impulse purchase Forced to take different viewing angles Primary aisles concentrates on the apparel section
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AISLE PLAN
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Secondary Aisle
Primary Aisle
SHOPPERS STOP
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Secondary Aisle
Primary Aisle
SHOPPERS STOP
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PLANOGRAM
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SHOPPERS STOP
WOMEN APPAREL
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SHOPPERS STOP
DIMESNSIONSEach profile- 7ft x 2ft Brand signage- 2.5ft 0.75ft above the ground Shelfdepth- 1.5ft width- 2ft Gap between two shelves- 1.25ft
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BRAND COLLECTION
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SHOPPERS STOP
Biba, with it’s typically North Indian design sensibility it has captivated consumers pan-India. The company has also tied up with designers like Rohit Bal and Anju Modi and showcases their premier collection.
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Rs 2999
Rs 2799
Rs 2399
Rs 1199 53
SHOPPERS STOP
Aurelia – derived form Latin means “golden & dazzling ; surrounded by admirers”. Launched in 2007, Aurelia caters to the middle class Indian woman, who seek a branded experience! We believe in making you ‘Effortlessly Beautiful’.
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Rs 999
Rs 999
Rs 1199
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Rs 1199
SHOPPERS STOP
Free spirited, vibrant and delightful, Global Desi is a boho-chic fashion brand, inspired by India’s colours and chaos. Created in smooth western styles, every outfit in every collection tells you to go ahead and wear the vibe.
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Rs 1299
Rs 1799
Rs 1 599
Rs 2299 57
SHOPPERS STOP
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Rs 1599
Rs 2099
Rs 1 399
Rs 699 59
SHOPPERS STOP
Born in 2001, the brand W is a part of TCNS Clothing Private Limited. One amongst the top brand in the Indian retail space which offers ‘Indian contemporary’ wear and stays a step ahead of the fashion curve. The pioneer in introducing the concept of ‘Mix n Match’ in retail, W designers take inspiration from the latest fashion trends & forecasts from the west and transform them into silhouettes and styles acceptable to the modern Indian woman.
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Rs 1099
Rs 999
Rs 999
Rs 1499 61
SHOPPERS STOP
A powerhouse of exquisiteness, Soch represents heritage like no other. From designer apparel to elegant fashionwear, Soch is a one-stop retail brand for all your ethnic needs. The first exclusive Soch store was opened in 2005 at Bangalore’s Forum Mall. Every Soch store, since then, has reflected the ancient traditions of Indian craftsmanship in a contemporary vocabulary. A new classicism has been created, where, through its innovative use of traditional crafts, Soch celebrates the global Indian woman with a contemporary lifestyle - who flaunts her ethnicity as she sets trends and breaks barriers, every day.
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Rs 3699
Rs 2499
Rs 2499
Rs 1119 63
SHOPPERS STOP
Imara Is a contemporary rendition of the conventional. A modern Indian adaptaion of the conventional, from once upon a time. Experimenting with ethnic designs, it offers a refreshing taste, fro the young.
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Rs 1099
Rs 1299
Rs 1399
Rs 1399 65
SHOPPERS STOP
SIZE GUIDE
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WOMEN SIZE
WAIST
S
42
M
44
L
46
XL
48
XXL
52
MEN SIZE
WAIST CHEST SHOULDER
S
39
40
18.5
M
40
42
19
L
42
44
19.75
XL
44
46
20.5
XXL
46
48
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SHOPPERS STOP
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FOLDS AND TICKETING
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SHOPPERS STOP
Shirts: Brands- LIFE and PARK AVENUE use this technique All other brands use hangers to display the shirts Sizes available- S,M,L and XL (2XL) Four merchandise per shelf Trousers: Folding technique for trousers and jeans are the same for all brands Sizes available- 26-34 (36)
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TICKETING
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SHOPPERS STOP
FIXTURES Island fixtures-mannequins Nesting tables-new arrival Wall units-stock Gondolas-stock Rack-on discount merchandise
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SIGNAGE
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IN-STORE
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IN-STORE
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EXTERIOR & INTERIOR
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SHOPPERS STOP
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TAGS
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WINDOW DISPLAY
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LIGHTING
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2
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DO’S & DON’TS
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Do’s 1. Do make a good first impression as soon as customers enters the store 2. Do place merchandise on the end caps that will generate the highest gross profit 3. Do know the target customer and wither or not you are marketing to them correctly 4. Do offer the products and services the customers’ desire 5. Do your very best to keep impulse items close to checkout areas 6. Do your very best in labeling each aisle to help customers find products easier 7. Do keep best selling merchandise at eye level on shelving displays
Don’ts 1. Don’t keep the shelving and displays messy and dirty 2. Don’t have tight aisle space 3. Don’t forget the customer is always right 4. Don’t allow the retail displays to get stale 5. Don’t make it difficult for the customers to find products they desire 6. Don’t have checkout counters located away from entrances and exits
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DEPARTMENT OF FASHION COMMUNICATION
VM MAUAL by
MAYURI GUNJYAL
SHOPPERS STOP