Visual Merchandising

National Institute of Fashion Technology, Hyderabad

(A Statutory body under the NIFT Act, 2006)

Visual Merchandising Documentation

Submitted to : Mr.Avinash Raipally

Submitted by Students of Fashion Communication Department (2014-2018) : Mr. Ajit Kumar Shah (3) Ms. Anusha Maradani (13) Ms. Neetu Patel (15) Ms. Prerana Miriyala(20) Ms.Sonali Kachhap(27) Ms. Vaishali (30) Semester : VI NIFT Hyderabad 2017

ACKNOWLEDGMENT Several individuals have contributed and extended their valuable assistance in the preparation and Completion of this Visual Merchandising document. This would not have been possible without their guidance and support.

We express our gratitude towards Dr. N J Rajaram, Director, NIFT Hyderabad, for ensuring a subject as enriching as Visual Merchandising to be a part of our curriculum.

We express our heartfelt gratitude to our Course Co-ordinator Mr. Abhinav Garg for his advice, and for being a constant source of support and assistance. We recognize the role played by our faculty in charge Mr. Avinash Raipally, who with his professional guidance and unyielding support has helped us make the most of this learning experience.

We also thank the National Institute of Fashion Technology for inculcating the Visual Merchandising as a core subject in the Bachelor of Design curriculum. The experience has been enriching as well as enjoyable. .

CONTENTS OBJECTIVE

1

PREFACE

1

MOOD BOARD

2

ABOUT UNITED COLORD OF BENETTON

4

BRAND IDENTITY

5

S.W.O.T ANALYSIS

6

MERCHANDISE

8

EQUIPMENT

8

SIGNAGES TAGS

10

NEW ARRIVALS

10

SALE BOARDS

STORE LAYOUT

11 12

REFLECTED CEILING PLAN

13

PLANOGRAM OPTIONS OPTION-1

14

OPTION-2

14

OPTION-3

15

WINDOWS OPTIONS OPTION-2

16

OPTION-2

16

OPTION-3

17

FINAL PLANOGRAM WALL-1

18

WALL-2

18

WALL-3

19

WALL-4

19

WALL-5

20

WALL FIXTURES

20

MAKING PROCESS

21

FINAL LOOK

22

CONCLUSION

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OBJECTIVE This Visual Merchandising assignment was aimed at understanding the complete layout of a Men’s apparel store, gather information about the merchandise, fixtures used and the theme of the store. With an in-depth understanding of the store, students are then expected to create the store in a scaled down version according to a S/S 17 theme, picked from Promostyl or other forecasting sources and conceptualise the entire store’s visual elements in accordance to this.

PREFACE As a group of six students, we visited the Inorbit Mall & Forum Mall, in Hitech city. We visited numerous Menswear apparel stores in the mall like Raymonds, Blackberry, United colors of Benetton, Central, Linen Club, Colorplus, etc. We went through the layouts in every store, made note of the different lightings used and also paid attention to the varied window displays. Furthermore, we enquired about the placement of items and new arrivals and also the total area of the store. Our assignment ended with the finalisation of United Colours of Benetton as our end brand to work on that involves; thematic conceptualisation and technical execution of a scaled down version of the chosen store.

1

Kinsh

Kinship has a glob by the growth sporting events routes, and the res of cultural influen vibrant, silhouette rooted in tradition ed and technical state-of-the-art pe that appeals acro seasons.

MOOD BOARD

2

hip

bal focus, inspired of international and new trade sulting exchange nces. Colours are es and details are n, and the craftmerge to create erformance wear oss borders and

3

ABOUT UCB Benetton is the Europe’s largest clothing manufacturer and the world’s largest consumer of woolin the garment sector. Today, the group is present in 120 countries, having 9 factories in differentparts of the world and over 5,000 sales outlets generating a total turnover of 2.0 billion Euros, netof retail sales. It is a company with a strong Italian character whose style, design expertise andpassion are clearly seen in the United Colors of Benetton and the more fashion-oriented Sisleybrands, in The Hip Site, the brand for teenagers, and in sportswear brands Playlife and KillerLoop. Despite its global spread, Benetton has maintained close relations to its local origins,especially through cultural activities of the Fondazione Benetton Studi e Ricerche and through programmes about sport..

ELEMENTS OF BRAND: NAME- The name Benetton comes from the four members of Benetton family who founded thecompany in 1965. The name United Colors of Benetton indicates that people of different racialbackgrounds should come together and live in harmony and unison LOGO- United Colors of Benetton represents in a perfect way the unity of a modern logo with atraditional one, making it everlasting.This logo’s beauty is based on the importance of its empty spaces inside the body’s shape. The logo United Colors of Benetton Is executed in such aprecise way that including it in any place will never result a problem.

SLOGAN- ‘All the colors of the world’ was one of the first slogans to appear in Benettonads, and was later altered to ‘United Colors of Benetton’. The concept of united colors was sucha strong one that for the first time in its history, the company adopted the slogan as its actuallogo.

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BRAND IDENTITY UCB AS A PRODUCT: United colors of Benetton include the consumer products as brightly colored lines, accessories,shoes, baby clothing lines, each collection with its own personality adapted for a larger consumeras possible. The UCB products designed for young people of all ages, colors, nationalities, with the desire to have more color in their life UCB AS AN ORGANISATION: The Benetton brand can successfully for making a strong statement about the world, Benettonbrand is talking to customer about current events, it can makes the customers feel sensitive andap-preciative, Benetton can makes away of giving the brand that sense of being current, it’simportant to fashion brands, especially, Benetton brand can succeed to build up the branding tobrand awareness. It provides the same merchandise through the globe.

UCB AS A PERSON: The brand as a person is the one who likes style and is colorful and fashion conscious. This oneis elegant and at the same time it is cheerful. He knows how to have fun and is innovative withhis style. He is an extrovert and is moody. He has a vibrant personality and is creative in his ownway.

UCB AS A SYMBOL: United Colors of Benetton represents in a perfect way the unity of a modernlogo with atraditional one, making it everlasting.This logo’s beauty is basedon the importance of itsempty spaces inside the body’s shape. The logo United Colors of Benetton Is executed in such aprecise way that including it in any place will never result a problem.

Back in the 80’s when Benetton launched its new product line, based then only on clothing andaccessories, under the brand name United Colors of Benetton nobody knew how much this will grow.

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S.W.O.T ANALYSIS STRENGTHS: 1.They are a worldwide known brand 2. UCB have sponsored many well know events like Formula 1 as well as Volleyball events 3. They are known for their good quality fabric and designs 4. They work in tangent with many other brands with their company 5. Their clothes have international style that combines energy, colour and practicality 6. Branding and marketing campaigns have always generated to a lot of visibility.

WEAKNESS: 1. Stiff competition means market share growth is limited 2. Some controversial ad campaigns caused problems.

OPPORTUNITY: 1.Online Retail is gaining alot of importance 2.Young designers and well developed collections 3.Explore the unexplored markets THREATS: 1.Consumer switching is on a high 2.There are a huge amount of high end fashion stores which are their competitors 3.Price wars with other brands in similar segments

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MERCHANDISE Women’s Tops Tank tops T-shirts Shirts Skirts Trousers Dresses Jeans

Men’s

Accessories

T-shirts Shirts Vests Jeans Trousers Shorts

Shoes- coloured sneakers (unisexual) Bags Wallets

EQUIPMENT Cash Counter Table Cash Counter Chair Desktop LED Display MRP scanners Card Swipe machine Calendar Billing Book Customer feedback book Stationery Shopping Bags Packing Boxes Price Tags Nesting Tables Mirrors Electronic article surveillance Shelf Talkers Banners Flex Posters & Cut-outs

8

9

UNITED COLORS OF BENETTON.

UNITED COLORS OF BENETTON.

TAGS

S UNITED COLOR OF BENETTON.

NEW ARRIVALS UNITED COLORS OF BENETTON.

UNITED COLORS OF BENETTON.

JOGGERS

NEW ARRIVALS

NEW ARRIVALS

10

SALE BOARD

SALE

SALE

UPTO

50%

UPTO

UNITED COLORS OF BENETTON.

50%

UNITED COLORS OF BENETTON.

SALE UPTO

50%

UNITED COLORS OF BENETTON.

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STORE LAYOUT TOTAL AREA: 20’ X 30’ (600sq ft.)

SCALE: 1:12 1inch = 1ft Store Room 4’X 5.5’ Trial Room 4’X 3’

5.5’

Round fixture 8’X 5’

30’

Nesting table 3’X 2.5’

Nesting table 4’X 1’

Round Table 7’X 3’ Cash counter 3’X2.5’

Tear Table 4’X 4’

Wall Fixture 1’X 2’

Floor Fixture 2’X 3’

Window 6’X 2.5’

Wall Fixture 1’X 3’

Entrance 8’X 2.5’ 20’

12

REFLECTED CEILING PLAN

REFLECTED CEILING PLAN

5.5’

30’

20’ Focus Light LED Track Light

13

PLANOGRAM OPTIONS

OPTION 1

OPTION 2

14

OPTION 3 & 4

15

WINDOW OPTIONS

OPTION 1

OPTION 2

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OPTION 3

17

FINAL PLANOGRAM

WALL-1

4.5 ft

WALL-2

UNITED COLORS OF HYDERABAD

MEN’S SECTION

6.5 ft

3.5 ft

4 ft

18

CASH COUNTER

WOMEN’S WALL

10 ft

WALL-3

3.5 ft ENTRANCE

6.5 ft

5 ft PARTITION WALL

WOMEN’S SECTION

WALL-4

TRIAL ROOM

6.5 ft

19

WALL-5 20ft

TRAIL ROOM

10ft

TRAIL ROOM

7ft

WALL FIXUTRE

20

MAKING PROCESS

21

FINAL LOOK

22

CONCLUSION

This Visual Merchandising assignment has taught us multiple aspects of designing according to a theme & planning various fixtures, lighting arrangement & interesting store layout.

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