Visual Merchandising Manual
“to design a new store of Superdry with beter fixtures and eradicating the weekness and negative points of the brand and involving the futuristic technology to inprove the shopping experience”
The Superdry brand, inspired by the founders Julian Dunkerton and James Holder, is at the heart of the business. The brand is unique known for it’s Innovative, British, Premium, lifesty le brand with global appeal. It’s accessible to everyone. The client demanded to study the present stores, find out the problem areas and then plan of a new store which will eradicate the present messy state and negative points of the store and improvise the layouts, the fixtures, their placements, the ambience. Also to incoperate technology that will improve the customers’ shopping experience. The technology should be user friendly and innovative.
CLient Brief
Working areas
Step by step process and the areas that require the the attention.
SITE AREA
LAYOUT
Target Group Location Area
Store Layout Lighting Layout Space Categorization
FURNITURE
FIXTURES
Cash Desk Cage Shelves Carts Nesting Tables Gandola Table Wooden small Stools Free Standing mirrors
Technical Lighting Future Technology
Wall Units Hanging nits Free Standing Display Units Stacking Units
VISUALS Branding Signages Window Display Theme
ORIGIN logo Symbol
The BRAND Style
peak growth
Superdry plc is a British international branded clothing company, and owner of the Superdry label.. The Superdry brand, inspired by the founders Julian Dunkerton and James Holder, is at the heart of the business. Our brand is unique – it is an innovative, British, premium, lifestyle brand with global appeal. It’s accessible to everyone. The company explained to a Japanese television crew in 2011 that they deliberately use simple machine translation to generate Japanese text, and that they are aware that the texts often have no meaning. The Japanese text incorporated in the brand’s logo—極度乾燥(しなさい)(kyokudo kansō (shinasai)—literally translates as “Extreme dry (Do it)”, the text in brackets being due to the translation software used offering alternatives depending on whether dry is intended as a noun (e.g., super dryness) or an imperative, (e.g., dry this shirt out).
BRAND KNOWLEDGE Mission , Vision , values , objectives
Superdry products combine vintage Americana styling with Japanese inspired graphics. Superdry does not overtly advertise and does not actively pursue celebrity endorsement except a 2015 collaboration with Idris Elba. With this said, a Brad leather jacket worn by football player David Beckham sold 70,000 from 2007 to mid-2009, becoming one of the best-sellers for the company. Despite brand size and complexity, it is still quite resistant to becoming too corporate, they won’t let go of their ‘Superdry personality’. Their own blend of cretivity and inovations. The brand push the boundaries of what’s possible, are bold and always coming up with new ways of doing things. Trends are the currency of the fashion world, but we aren’t just a fashion brand. They are a lifestyle, Superdry is a way of life.
They market themselves as a “fashion chain for men and women blending vintage Americana with Japanese and British inspirations.” What’s the Japanese inspiration, Research has shown that European consumers aspire and exhibit inclination towards Japanese brands and this is reflected in their purchase decisions. Moreover, packaging/products scripted in Japanese tend to exude a certain degree of quality and “wow” factor in the customer’s perception. In their store, they prefer to display themselves as the most rough and tough, sporty and adventerious by feel, touch and sight.
Rough dark Adventerous PASSION raw Sporty rust
KEyelements
Campaings
brand analysis
SWOT ANALYSIS Strength
Variety of selling platform, Street Wear- Urban Feel, Founders are active with the brand till now, Range and Variety, Celebrity Followers, Strong Feel- Cool.
Weakness
Brand associates with joogers and hoodies, Superdry structure reies on James and Jules, Not in fast fashion, Womens’ wear has lot of potential- not enough people knows about it.
Opportunity
Sportswear- fashionable gym clothes, Accessories, Undergarments, Fragnances, Handbags.
Threats
Counterfeits Item, Possible slow reaction to market change, Drastic changes could affect stock prices.
Target group Personality , Vision , objectives
Target customers don’t believe in being categorised by what they wear. They are individuals, like us, who share a common attitude in life and you can spot them a mile off. So whilst what we do is create amazing clothes, our purpose is helping customers create stories.
‘WE CREATE THE CLOTHES... YOU CREATE THE STORIES.’
Strategic Framework Global Digital Brand , Relentless Innovation , Operational Excellence Global Digital Brand
World Market Opportunity
Superdry is a globally recognised brand, with consistent consumer perceptions and a clear brand essence. This is epitomised by our brand purpose: We create the clothes – our consumers create the stories
Our market is the digital and physical world, with presenceW in 148 countries with every market representing a further growth opportunity, with the USA and China being two significant development markets that remain untapped.
Relentless Innovation
Operational Excellence
Innovation is at the heart of Superdry and in everything we do. We have a passion for continual improvement, tailoring our approach to each new market and the speed and efficiency in which we serve our global consumers.
At Superdry we work every day to create the most efficient and effective operating model to support our global growth ambitions, based on a foundation of best in breed systems, global distribution and improved people capability established over the past three years.
Manual purpose The main purpose of this brand visual merchandising manual is to make reader understan the brand values and guidlines for the new store and aware about the every elements of the store and its detail.
IGI International Airport, New Delhi Tentative- 4.5 lac to 9 crore
Specifications- Store size- 1200sq ft Length and Breath- 40ft x 30ft Height- 12ft
Area-Square Footage = 1,200 ft² Square Yards = 133.33 yd² Square Meters = 111.48 m²
Area of store
People across the world,rough,&tough,flexible,love,comfort,mix taste wearing from India to UK collection.-Highly travel & sport freak.
DEMOGRAPHIC
International connecting flights. Indian(upper middle class + rich class) Travel freak-Comfortable space lover
PSYCHOGRAPHIC
Income group-Wealthy Exclusive category Personality Traits-Commercial Sector Bussiness family, Travel freak Attitude & Interest- Business Management,Meeting,Explorer.
Target group
Mens OUTERWEAR
Jackets & Coats* Windcheaters* Down Jackets* Leather Jackets Gilets
TOPS
BOTTOMS
FOOTWEAR
TOPS
BOTTOMS
FOOTWEAR
T Shirts Polo Shirts Hoodies Shirts
Flip Flops Trainers Boots* Shoes
Shorts Jeans Joggers Trousers
Womens OUTERWEAR
Jackets & Coats* Windcheaters* Down Jackets* Leather Jackets Gilets
Merchandise
Dresses Tops T Shirts Hoodies Shirts Knitwear
ACCESSORIES
Bags I Sunglasses
Shorts Skirts Jeans Joggers Trousers
I Caps
I
Flip Flops Trainers Shoes
Bottles
I
Other Accessories
FLOOR PLAN
The store will have following fixtures and planograms• • • • • • • • • •
The store will incooperate 7 wall planograms. A cart for branding purpose as well as to disply tops and lowers. A slipper hanging cage. 2 Nesting tables, one in the open front, another inside the store. 2 Gondola displays for tees and denims. 1 big cage like display for tees and bags. Billing Desk 4 to 1 big LED screens, behind the billing counter. 3 Interactive Mirrors- FX Mirrors with control pannels. Approx 3ft walking spaces.
store specifications
Window display Super dry store from all around the world, following the themes and using the different props.
Size AND DIMENSIONS
The wall hanging units are of size 6’5’’ from the ground, but the clothes are hung at the 6’2’’ from the groung at the level 1 and 3’ from the ground at level 2. The iron plumbing rods are used in this fixtures, connected with a connectore protuding outward to make enough space for handing 5-6 t-shirts and jackets at single rod.
Colour Bolcking
Colour Blocking When the merchandise is displayed on the browsers, the colours should go from light to dark and the same style and the number of options of this style should be put on the same browser. It is also important to size block the displayedColor merchandise. Size blocking is done by placing the sizes in this order-
XS S M L XL XXL By doing this we can acheive a neat and well co-ordinated look.
Specifications-Men tees
• For main public aisles, min .= 4 ft6 inch • Avg.5 ft6 inch to 7 ft; • Secondary public aisles, 3 ft to 3 ft6 inch.
planogram 1
Specifications-women tees
planogram 2
• For main public aisles, min .= 4 ft6 inch • Avg.5 ft6 inch to 7 ft; • Secondary public aisles, 3 ft to 3 ft6 inch.
Specifications-Women dresses
• For main public aisles, min .= 4 ft6 inch • Avg.5 ft6 inch to 7 ft; • Secondary public aisles, 3 ft to 3 ft6 inch.
planogram 3
planogram 4
Specifications-men hoodies
• For main public aisles, min .= 4 ft6 inch • Avg.5 ft6 inch to 7 ft; • Secondary public aisles, 3 ft to 3 ft6 inch.
Fixtures Tables I Gongola I Shelves I Display hangers I Others
Nesting Table Specifications• • • • •
4 feet far from the main entrance. 2 table set small one is 6 feet broad, 2.5 feet in depth second one is 7 feet broad, 1.5 ft in depth height is 2.6 feet and the second one is 2.9 feet.
1.5 feet
2.5 feet
6 feet
2.9 feet 2.6 feet
Wooden Display Unit Specifications• A table with a protuding attachment with hinges to hung merchandise. • Table hight is 3 feet, 4 ft lenghth and 6 ft breadth. • The hanging unit is 3.6 ft high. • It will be displaying mens denims and belts.
6 feet
3 feet
3.6 feet
3 feet
8 feet
Cage Wall Display Unit • • • •
The cage is of 32 square units. Each having dimensions of 2 ft * 2 ft. It will display bags and men tees. This will be next to cash counter.
6 feet
Women Shoe Unit Specifications2 feet
• The shelve is 4 ft high, 6 ft broad and 2 ft deep. • this unit is to display women shoes. • It consist of mirror at the bottom. 6 feet
4 feet
Men tees Unit Specifications• • • •
This unit is to display the printed coloured tees. This has 4 stacking units. The height of 6.2 feet, depth is 2 feet and breath is 4 feet. Each section is 1.5 feet high.
1.5 feet
6 feet
6.2 feet
Top View
Cash Counter Unit Specifications• The shelve is 4 ft high, 6 ft broad and 2 ft deep. • this unit is to display women shoes. • It consist of mirror at the bottom.
Front View
3 feet
Back View
3.2 feet 6 feet
Men Slipper Display Unit Specifications• This display unit is a square mesh. • Its dimesnsion is 4 ft square mesh. • It is used to diplay slippers. 4 feet
4 feet
Branding Cart Unit Specifications• • • • •
Thecart has 4 layer stacking. It has denims hanging rod at the back Branding at the side pannel of the cart. The dimensions of the cart length is 3ft, breath is 2.5ft. Height of the cart is 3.4ft.
3.4 feet
2.5 feet
3 feet
FXmirror is a virtual fitting, ARbased solutions. Users can buy clothes to wear virtual clothes by using a 3D FXmirror. The time it takes to produce a 3D clothes is only 2 to 5 minutes and costs only 3,000 won per virtual clothes. The mirror analyzes customers’ body measurements, which allows them to virtually try on a wide range of clothing. Unlike previous virtual fitting technology, FXMirror moves the clothing on the body’s reflection as if the person is actually wearing it.
storeLIGHTINGs
Focal Point - Jam Box • Its a british old vintage chandelier. • A big collecion of lights, hanging from the celling. • Height of the jam box is 2.6ft.
In Store Light- Track Lights • The track lights illuminate all the merchandise of the store. • It act as ambience as well as focal light in the store. • The installation of the light is 2ft below the celling.
In Store Light- LED Downlight • These lights are used in the fixtures to focus upon the shoes, t-shirts and denims stacked inside the fixtures.
• These types of discount alert graphics are Vinyl Sunboard Print.
signages Graphics Tags Packaging
• Packaging for - Garments ; Shoes ; Undergarments ; Fragnances ; Parcel