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In partial fulfilment of the degree of M.Des Design for Retail Experience Semester III
Department of Design for Retail Experience National Institute of Design, R and D Campus, Bangalore
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© National Institute Of Design, r&d campus, Bangalore
All rights reserved. No part of this publication may be reproduced in any means – graphics, electronic or mechanical, including photocopying, recording, taping or information storage and retrieval systems – without the prior permission in writing of the author/institution.
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table of CONTENTS
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Page no.
introduction
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in-store ASIA
16 18
retail system and PROCESS
32 34
retail TECHNOLOGY
42 44
science and liberal ART
56 58
design MANAGEMENT III
64 66
visual merchandising retail DESIGN virtual reality HUMMER
smart shelves in fresh FOOD biomimicry : Elephant THERMOREGULATION
create business model for clear trip offline STORE
design PROJECT
fixture for LINGERIE study of FIXTURE & FURNITURE topic SELECTION evolution of BRA secondary RESEARCH primary RESEARCH brand STUDY types of FIXTURE & DISPLAY design Research SURVEY opportunity AREA design BRIEF Concept SKETCHES mastering the cup size GAME auto cad technical DRAWING 3d concept DRAWING the MAKING appearance PROTOTYPE visual MERCHANDISING learning
76 78 80 82 84 86 96 98 100 102 108 112 114 116 120 124 128 132 142 147
acknowledgement
148
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Introduction
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ream (DRE And Me) is very thoughtful title for this book. The title, though not directly related with the content of this book, is evocative of my overall experience thus far in this field. From semester one to till now (third) I have been taught so many inter-disciplinary subjects in this one course. The interesting thing about the course structure is its design- every subject draws and builds upon the previous subjects leads into the next one. The First semester focused on “Design Fundamentals� laid a foundation in Visual design , space and many other key fundamentals of drawing. Semester two proceeded with retail communication which had graphic related subjects and semester three led to retail research and fixture and furniture.
Why DREAM? DRE for me, has been more than just a course. It has been a journey, an experience. This journey has been extremely ravishing thus far. Every thing that I have learnt in the past very beautifully converges here, as if by providence. Before I knew I had grown very comfortable in this journey, with this subject. And from where I stand now, I see an even more promising, future much more beautiful than the past that has led me here. In the road ahead, I can see myself as an expert in profession and a leader in thought in this line of endeavour. I can clearly imagine myself making major contributions in designing retail experiences in my profession and to the field.
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in-store ASIA
retail experience DESIGN
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The Retail Design and Solution Provider is a community of businesses, networking & professional training. Meeting with Indian and international providers, meeting with top level senior decision-makers exploring new ides to reboot and reimagine for new age retailing.
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retail Experience DESIGN
Indian Subcontinent’s Largest Event for Retail Experience & Shopper Marketing focuses on getting ‘Future Ready’!
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The design of the pavilion emerged from 3 day workshop with students of Retail Design. The workshop went through following steps:
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Three multi skilled teams worked on each phase of workshop going through a series of peer reviews for feedback. Stress was on creating range of ideas and testing ideas through Models.
Discussions on communication intent, design challenges, design scope and target audience.
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A five frame storytelling exercise based on SFS (super fast sketch). The environmen graphic, Scenographic & Installation approach was developed from this exercise.
Peer review of final ideas and planning final strategy
Design exploration through floor Plan
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The making
The idea emerged from the discussion on context of India and the past form of Retail i.e, bazaar. A format for ideation was given for each activity.
A model showing environmental graphic design approach to pavilion Design.
The model shows a design developed based on Scenographic approach.
The model shows a design developed based on Installaton approach.
The Venue
N
In-Store Asia 2016 - Floor Plan
4 - 6 August, 2016, Hall 12 & 12 A, Pragati Maidan, New Delhi, India
A8 (16) Caterpillar Signs
A7 18
Think Point
3M
Entry From Conference Hall
Signext
C4 (48) Pioneer Aluminium
Vijas Digital B2 48 Sqm
C3 (48) Satin Media
A4 12 ALS
DTP12 (18)
Adtech
Mint M
DTP7
4D (18)
A14 (40) Vista Retail
Shanghai Shopwork F3A1 - 24 Sqm
E3 & E4 96
F3A5 Euroshop Lounge
HG Graphics
Schweiter F3A4 24 Sqm
A2 12 A1 24 Kalp akar u
DTP6 (18)
C2B 40 BenQ Swarn Infratel
B1 120
SATCO
GV Display Solutions
A15 (24)
A16 (24) Planet Dezign
A17 32
Emergency Exit
G4 48 Sinex
F3B 42 Sqm Printech F3C 42 Sqm MMT
R E S
Electrospark D1
Retailware
C1 - 40 AERTAI CHINA
DTP4
9
DTP2
9
DTP5
E1 & E2 88
Virtual Veda
A18 32
H4 36
H3 84 Sqm Sab Creations
G3 48 Kingsmen
H5 (36) Madix Concepts
Truknox A34
Axiom
Suntop China
FujianMingbo China
A33 (18)
A32 12
Wuyi euda
Wash Rooms
G1 (48 ) Focus Lighting
Emergency Exit
Renam India17x5 = 177 ( I1 -I10)
H1 (52) Vishal Arts
Dinesh
A19 28
A20 20 Ace Ent. A21 24
A30 11
A22 20 Elemental Fixtures A23 28
VDIS
A28 (15) A27 A26 A25 9 9 9
A29
Delegate Toilet
Dezyne Hub
Emergency Exit
`
A31 15
H6 (42) Ideal Display
H2 (49) Ideal Display
G2( 40) Dovetail
F4 55 Retails
F1 (49.5 Sqm) Shark Design
DTP3
DTP1 - 12
21 x 5 =
Registration
F2 - (49.5 Sqm) Disha Retail Fixtures
02 June
D1 120
(35)
ENTRY
A24 33 Creatique
Ace Media Solns
Hay Innoways
Sun Sign & Tec J23 9 J22 9 J21 9
DTP10 DTP11 Fever Apsom / 104 Roland DTP8 DTP9 9 9 Sqm
D2 & D3 96 Classic Display
C2A 40
City
A3 9
J24 18
Entry to Conference Hall
*
Vijas Digital B3 48 Sqm
A13 (36) Ventura
A11 (28) A12 (24 ) Jyoti Display Entasis
A10 (32)
Emergency Exit
3M
3*-
Joalpe F3A3 16 Sqm
A6 9 A5 12
A9 (40) Amitoje
Guanghzou Zonerich F3A2 18 Sqm
Altos Engg
AEI India
Suzhou Aditac Jinta Hantech
J20 K2 -B 9 Shangchen Dika J19B Wonder 6 K2 -C J19A Gsan 6 J18 6
K2 -A (21)
J1 12
M1 70
L1 70
K1 60
J2 12
Suzhou Hongyuan
J3 12
In-Store Asia 2016 - Floor Plan M2 (49)
L2 49 Jayna
J4 12 S V Metals
J17 K3 K4 9 18 18 J16 Dream Design Display K6(15) 9 K5 Dupont J15 15 9
A10 (32)
Signext
J14 24 Jambud weep
EXIT
J13 ( 21) ITMS
VM Challenge
4 - 6 August, 2016, Hall 12 & 12 A, Pragati Maidan, New Delhi, India L3 (24) L4(18) Space Forbo Design Flooring L5 (20 ) L6(15) ABRA Nirvana VM&SD Lighting
J12
J11 7.5
M3 24
M4 18
M5 20
M6 15
J10 12
A11 (28) A12 (24 ) Jyoti Display Entasis ITMS
Indigo
J9 18
Rontek
J5 15 Arrow Digital J6 9 J7 9
J8 27
Sign Sutra
A13 (36) Ventura
Entry to Conference Hall
DTP12 (18)
Adtech
Mint M
DTP7
4D (18)
DTP6 (18)
02 June
Shanghai Shopwork F3A1 - 24 Sqm
A15 (24)
A16 (24) Planet Dezign
F3B
4-6 August, 42 Sqm Printech F3A5 2016, HallEuroshop 12& 12A, F3C Lounge HG Pragati Maidan, 42 Sqm Graphics New Schweiter Delhi, India MMT F3A4 24 Sqm
Joalpe F3A3 16 Sqm
D2 & D3 96 Classic Display
DTP10 DTP11 Fever Apsom / 104 Roland DTP8 DTP9 9 9 Sqm
E3 & E4 96
A14 (40) Vista Retail
Guanghzou Zonerich F3A2 18 Sqm
B
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F2 - (49.5 Sqm)
F4
Si
G
King
G2
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Behind the scene
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The pavilion is created as a Scenographic setting of old bazaar overlaid with environmental graphics telling story of NID and design for Retail experience course.
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Details: To break the flatness of walls, 3D elements were integrated.
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Students Branding and packaging work were displayed in DRE Pavilion at in-store Asia
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Dre pavilion final out put
The Final pavilion design draws it’s inspiration from India bazaar to digital futures. Intention was to communicate that as an academic program we visit and understand old practices to prepare strategies for the future. This approach also gave us an opportunity to make a unique presence amongst sleek modern presence of other exhibitors.
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Dre pavilion got published in VMRD Magazine in september issue.
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In-store Asia 2016 NID Design team
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retail system and PROCESS virtual reality for HUMMER
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Organized retail, branded and multibranded has emerged in the last decade as a very competitive and professionally managed market-place, which has been penetrated by corporate business houses, as well as, ventures capitalists. It is relevant for students of Retail design to add this domain to their portfolio of learning, and understand the factors that make up this business sector.
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virtual reality for HUMMER Digital marketing to sell more cars Selling vehicles is more competitive than ever, so dealers need any advantage they can get. Yet, I’m amazed at how few dealerships leverage modern marketing technologies. My dealership, Friendly Chevrolet in Fridley, MN, has been the No.1 Chevy dealer in our district for 16 years running. We leverage digital marketing. It has helped boost monthly sales by an average of 10 to 15 vehicles. That is more than 10% of our sales volume.
HUMMER Introduction and History. Hummer was a brand of trucks and SUVs, first marketed in 1992 when AM General began selling a civilian version of the M998 Humvee. In 1998, General Motors (GM) purchased the brand name and marketed three vehicles: the original Hummer H1, based on the military Humvee, as well as the H2 and H3 models that were based on smaller, civilian-market GM platforms.
Headquarters
Detroit, Michigan, U.S.
Products
Sport utility vehicles, pickup trucks
Hummer H1 by Cam-Shaft
Hummer Parent Company General Motors Category
SUV
Sector
Automobile
Tagline/ Slogan
Like Nothing Else.
USP
Strong Brand Image
Hummer H2 Project Magnum by SR Auto Group
HUMMER Range Hummer H3 SUV Hummer H2 SUT 6-Wheeler Hummer H2 Project Magnum by SR Auto Group Hummer H3 Electric by Prindiville Hummer H1 by Cam-Shaft Mini Electric Hummer Golf Cart minimizes the Hummer’s greatest faults
Mini Electric Hummer Golf Cart minimizes the Hummer's greatest faults
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Hummer H3 SUV
Hummer H3 Electric by Prindiville
Price Range. Hummer H2 SUT 6-Wheeler
Price Range in Dollar 125,626–$194,854 Price Range in rupees 8403751.27– 13034758.33
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Business Aspiration. The HUMMER VR experience offers customers the opportunity to use a virtual reality headset to configure their dream car at the dealership with a previously unknown realism. The HUMMER VR experience offers customers the opportunity to use a virtual reality headset to configure their dream car at the dealership with a previously unknown realism.
“That’s one small step for a man, one giant leap for mankind.” Those were the words of Neil Armstrong when he became the first man to set foot on the moon nearly 50 years ago. Today’s version would read: One small click for engineers, one giant thrill for customers. HUMMER is offering a special experience when buying a car: the HUMMER VR experience. Including a trip to the moon!
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HUMMER VR experience
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HUMMER VR station in Showroom
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Margin/benefits Price Range RS8403751.27– RS13034758.33 Average price for single car (8403751.27 + 13034758.33)/2 = 10,719,257.8
Costing Price Range of Hummer Average Price of single car Price of single car No. of car sell Monthly Monthly sell report
Margin of 15%
RS8403751.27– RS13034758.33 8403751.27 + RS13034758.33 21438509.6/2 Rs 10719254.8
Total 21438509.6
40 40*10719254.8 = 428,770,192 MSR * 15% 428770192*.15
Margin
64315528.8
According to the survey car sells is boost by 10% due to digital marketing. 10% of total sell 428770192*.10 Rs 42877019.2 No. of car increase 42877019.2/10719254.8 4 car Investment for ad i.e.; 2% of total profit 428770192*.02 = Rs 85575403.84
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Business Model Canvas.
The business Model Canvas
Team or Company Name: HUMMER
Date: 08/o8/2016
Key Partner
Key Activities
Value Proposition
Customer Relationships Customer Segments
Urban Mobilty Big parking Garage
Asking customer feedback Engaging with partners Managing & developing app
Reduce time searching for right product
Premium Self Services
Key Resources
Channels
Technology Community
Select few who really want to be Associated with image
Cost Structure
Revenue Streams
App development & maintanence Renewable energy credits Marketing & Operations
Corporate partner Event VR Station
Select few who really want to be Associated with image
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retail TECHNOLOGY smart shelves for fresh FOOD
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The retail sector is going through a change with introduction of new technologies like digital integration, online retail etc. Thus the designers are required to know about the new areas evolving in the technologies of the retail sector. This course will help introduce students to the subject related to new technologies in the retail sector in an elective basis approach.
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smart shelves for fresh FOOD Objective
To research and the application of new technologies to enhance the Fresh Food store(More) experience.
At more, we love our fruits and vegetables to be fresh, just like you do. We source our vegetables directly from farmers and then supply it to a store near you within 24 hours and under 6 hours in a few cities. This is done while following well-established quality norms and shelf-life norms, with quality checks carried out at multiple levels to ensure we stock only the freshest produce.
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Primary research For Primary research we went to the more (Yashwantpur) and spar (Mantri square Mall).
Observations
Language issues in signage. Mix of languages, Kannada and Hindi mixed language written in English script.
Haphazard display of same vegetable Rotten pieces packed with fresh in huge quantities, taking up a lot of pieces, leading to faster decay of expensive retail display space. fresh pieces. Customers don’t select packs with even one rotten piece in it.
Unsorted display of leafy vegetables. Shabby cloth used to cover the No consideration of a good ambience. No specific labeling done for different vegetables. random placement of tables. varieties. dirty, under construction wall at the back.
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Wholesale Trading (WST)
Formalized its second supply chain model to shift itself from grocery retailer to grocery supplier by focusing and establishing itself in Mondi's. STEPS IN WST MODEL: 1) MORE owns farms on contract basis for production of specific crop which is decided after extensive research depending on •SOIL CONDITIONS, •CLIMATE CONDITIONS, •RETURN OVER COSTS INCURRED. So as to yield best possible results. 2) Different vegetables and fruits from such farms are collected through More own Logistics and brought to collection Processing centers where quality check and other required processing is done. 3) Merchandise from these collection processing centers are collected and loaded for Wholesale mandi’s. As this merchandise is to be made available by 4 A.M in morning thus deliveries in trucks are sent at time depending upon : TRANSIT TIME. – Time required reaching destination i.e. mandi’s. MARGIN TIME. – Time period between a truck reaching mandi and then Unloads. Can be 2 to 3 hours. LOADING AND UNLOADING TIME. 4) From mandi’s where the trucks have been unloaded, roadside vendors and pull carters Buy fruits and vegetables to supply in households. 5) In case still some vegetables and fruits are not sold MORE logistics own Transportation sends them to reliance fresh stores.
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Supply Chain Models of Fresh Food Retail
Farmers Category
Farmers Category
Farmers Category
Collection Unit
Processing Unit
Outlet
Outlet
Outlet
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The Farm-to-fork Model
Mandi Route
Retailer Route
Farmer
Farmer
Aggregator
Collection Centre
Agriculture Market yard
Processing & Distribution center
Wholesale
Store
Semi-Wholesale
Consumer
Retailer
Consumer
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Observation & Findings Majority of customer here is female. Majority of customer are young. Majority of customer like to purchase all goods from MORE. Customers like one stops shopping. Local Market till today is first choice of customer. Advertisement is the biggest way to attract the customer Promotion schemes are not easy to understand for customer. Most of the customers are not fully satisfied with store. Shortage of skilled workers.
Finding Problem Area Maintaining the Visual Merchandising Salesperson/ Consumer/ (Retailer/Seller)
Temperature Variation. Visual merchandising affected, Cluttered/unorganized Misleading for consumers Unavailability of merchandise Incorrect Shelves.
Minimization of Wastage Retailer/Seller
Rotten pieces Packed with fresh pieces.
Lack of signage and information Consumer
Language problem, Visibility from distance, Grouped/unsorted labelling
Alternative for Plastic bags Consumers
Paper bags available, Expensive cloth bags
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Existing journey map
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Starts from Home, generally with a list of what all has to be bought.
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Waits at the bus stop- time consuming and boring.
3
Takes the bus, if seat is not available, it becomes a tiresome journey.
4
Enters the mall, heads towards supermarket.
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Goes through a security check. During rush hours, it can be time consuming.
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Deposits the bags at baggage counter - time consuming.
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Chooses an empty cart and starts shopping. Navigating in the narrow aisles of store with huge cart results in collision and conjestion.
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Chooses fresh pieces among the lot- Lack of signage and information about the food items.
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Puts selected pieces in a paper bag placed near food shelves- fragile, poor quality bags unable to hold heavy weight.
10 Goes to weighing station to calculate the net quantity- have to wait in queue.
11 Gets barcode stickers sticked onto those bags- additional time. 12 Proceeds towards billing counter- long queues, more time for more number of items to be scanned. Tiring.
13 Payment- Limited payment methods. 14 Transfer shopped items into a carry bag- carry our own bag or buy an expensive bag from the store.
15 Get the receipt and shopped items cross checked at the exit- time consuming. 16 Go to the Baggage counter to collect the deposited bag- walk with heavy weight bags till the entry gate to reach the baggage counter, Tiring.
17 Walk towards bus stop and wait for the bus. 18 Get onto the bus and reach home.
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KAVITHA Homemaker 42 years old Weekend shopper Married and has two daughters Interested in sales, value offers Eager to choose each and every product after careful inspection. Usually commutes by public transport
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Smart shelves
How it functions? It Indicates freshness of fruits and vegetables. it Indicates the quality of fruits and vegetables. it indicates quantity of fruits and vegetables. It reminds about rotten fruits and vegetables. It tells you about the visually cluttered merchandise. How it works? Customer has to swipe his loyalty card with unique customer id and an RFID chip embedded into it through which all shopping can be registered at the counter, ready to bill. The Smart Shelves will be using 3D scanning to record the status of the merchandise. Bluetooth Low energy Beacons (BLE) installed in the shelves will notify the salespersons to take whatever actions are required like Refilling of shelves, Replacements, Moving the shopped items to the billing counter. How customers will be benefitted through it? It assists customers in making buying decisions. It helps them to pick fresh merchandise. Saves their time and creates an easy and happy shopping experience. Customers can feed their order in the shelves itself and their shopped items can be delivered directly at the billing counter. Billing process will start as soon as customers starts placing orders. How Retailers/Salespersons will be benefitted? Helps in maintaining the visual merchandise of the products. Keeps them updated about the stock and inventory. Less damage of products, increasing the profit. Higher and faster sales add on to the profit per day.
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The proposed journey map
1 Starts from Home, generally with a list of what all has to be bought. 2 Waits at the bus stop- time consuming and boring. 3 Takes the bus, if seat is not available, it becomes a tiresome journey. 4 Enters the mall, heads towards supermarket. 5 Goes through a security check. During rush hours, it can be time consuming. 6 Deposits the bags at baggage counter - time consuming. 7 Swipe the card at the shelf. 8 Chooses products at the smart shelf and start shopping. Place order at the same time. 9 Make Payment at the counter and collect your already packed shopped items. 10 Go to the Baggage counter to collect the deposited bag- walk with heavy weight bags till the entry gate to reach the baggage counter, Tiring.
11 Walk towards bus stop and wait for the bus. 12 Get onto the bus and reach home.
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1 12
2
11
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KAVITHA Homemaker 42 years old Weekend shopper Married and has two daughters Interested in sales, value offers Eager to choose each and every product after careful inspecction. Usually commutes by public transport
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Science and liberal ART
biomimicry : Elephant THERMOREGULATION
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Biomimicry is an approach to innovation and design inspired by nature’s best survival strategies in a given context. Though an ancient practice today it is an ‘emerging discipline’ as our connection with nature has acutely reduced after the industrial age and rapid urbanization. Through this approach one consciously observes nature to seek ideas which can be mimicked to solve human challenges. Biomimicry helps to approach design and problem solving in a novel and innovative way. Nature’s solutions have evolved over a period of 3.8 billion years under the same conditions, limits and boundaries of our planet as we live in. Hence, these ideas are the best sustainable solutions we can learn from and perhaps, mimicking them can help us realize a sustainable way of living.
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biomimicry : Elephant THERMOREGULATION
Inspiration “Elephants regulate their body temperature effectively despite having less surface area to volume ratio and living even the dry areas in African savanna. So how does it lose the excess body heat?�
Biological strategies Bio-strategies in elephants for cooling are: 1)Heterothermy- Losing the excess heat gained in the day at night when the surrounding temperature is lower. 2) Wrinkled skin to increase surface area. 3) Ear that acts as heat sink 4) Vascular hotspots in skin 5) Sparse body hair that increases heat loss from skin. 6)Behavioral cooling methods (bathing in water/mud).
Heterothermy Heterothermy is an adaptive mechanism by which body temperature fluctuates in response to environmental temperature, decreasing at night when it is cooler and increasing gradually in the daytime.
Thermal imaging of elephant during the day (left)and night (right).
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Wrinkled skin Wrinkled skin of elephants increases surface area required for cooling. Also African elephants exposed to hotter environments show greater wrinkles on the skin.
Elephant Ear Elephant ears acts like a heat sink that dissipates heat. Also continuous flapping of the ear and directing it against the wind increases their efficiency.
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Body hair Elephant hair acts like ‘Pin fin’ type heat sinks to dissipate heat. Heat exchange from a surface, skin or hair, depends to a very large extent on the air speed right next to that surface,right at the skin surface air speed is low, slowed down by the skin. Hairs can efficiently take heat from the skin through their base and conduct it away from the body towards the tip of the hair. The upper part of the hair gets a stronger air speed than the skin since air is not slowed down by the skin there — thus hair can now release that heat to the fast air more rapidly.
Behavioural cooling methods Elephants employ methods like bathing in water or mud to cool off.
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Vascularised hot spots Different hotspots appear on elephants body via vascular dilation and contraction and increases the rate of cooling because of the increased temperature difference (newton’s law of cooling)
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Statistics
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Abstracted design ideas The excess heat generated in a body when the temperature is higher can be effectively lost during the time when the environmental temperature drops. •Increasing surface area of an object to increase its rate of cooling. •Moving parts can increase convective heat loss. •Creating certain hot spots or heat windows on the surface of a body can create a larger thermal difference between itself and its environment, thereby increasing the rate of cooling. •Sparse hair like projections increase the airflow and act like pin fin type heat sinks and removes excess heat.
The hot spots along the exterior edges of the building are channelled with hot refrigerant from the heat pumps. The specific hotspots to use are selected based on the direction of wind and temperature data obtained from respective sensors placed on the building. The gaseous refrigerant cools down to liquid and is pumped to the indoors of each room, Cooling it once it absorbs the heat within the room. The gaseous refrigerant is then pumped back to the hot spots via the heat pumps. Along with this a long pin shaped cooling fins may be provided on top of the building for additional cooling.
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design MANAGEMENT III
create business model for clear trip offline STORE
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Every year hundreds of hopefuls seek to enter the design profession. Within the field of design, there are a number of different creative disciplines and work environments. It has been observed that entrepreneurship and intrapreneurship both are important, even more for creative people who prefer to be on their own. It is required for everyone to understand the important aspects in practicing design as a profession. To be successful, one has to understand that success of design depends on how well we understand the business and society. Success also depends on the ability to resolve conflicts, keeping in mind the ethics and legal issues. Besides professional design talent it is also important to learn how to make a living as a creative professional. Budding designers need to understand how to move from ‘campus to corporate’ practicing design as a professional career. One has to manage many aspects as a part of their professional design practice.
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create business model for clear trip offline STORE
Company Name & Logo
Narrative
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Existing Scenario of Indian Tourism Sector
America’s Tourism industry is thriving because of domestic tourism. India is a very large country & smaller countries want FTA’s but in India because of the diverse nature and the huge subcontinent that we are , domestic tourism plays a vital role in growth.-VP ,FICCI( 2013/14)
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Important Facts About Tourism In India
Current Customer Segment Frequent Travellers Travel Junkies Businessmen Corporate Foreigners
Customer profiling Demographic Targeting: Professionally qualified between age group 18-55 male : female - 80:20 income group -sec A , b Psychographic Targeting : Is married or planning, watches news channels both in English or Hindi, reads TOI, ET , Mint and India Today Profile Targeting :access to computers /internet /mobiles English speaking / working in a MNCs, Active credit card users, Have travelled abroad.
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Existing Business Model
Agent Model!
Merchant Model!
Act as a traditional agency , clear trip receive revenue from commission or at fee of each transaction from travel supplier.!
Purchase Inventory From supplier at discounted wholesale prices and resells it to consumer at a retail price that it sets it self.!
Aspects Of Promotion And Distribution Social Commerce Advertising Through TV , Print and third party Websites. Coupons Direct Marketing Mobile
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Competitors Founding Time line
2000-make my trip, trip advisor
2005 -clear trip
2009- go ibibo
Clear trip
Clear trip
Go ibibo
Go ibibo
Make my trip
Make my trip
Tripadvisor
Tripadvisor
0
1500000
3000000
2000000
0
Clear trip Go ibibo Make my trip Tripadvisor
0
150 300
450
600
Newspaper articles
Return Of the Travel agents ?
Mom and Pop travel agencies
4000000
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Offline is becoming crucial for online travel agencies The OTA business took shape 5-6 years ago with a prime objective of offering a flexible single window customer access, convenience and transparency for booking domestic flights. However, the last few years have seen OTAs coming out of their reliance on flight bookings, restructuring their business and moving towards becoming a one-stop service provider. OTAs are now covering the overall hospitality and travel space by offering international flights, hotels, international and domestic holidays, car rentals and so on thereby addressing the consumer’s entire travel needs. That’s going to be the way the OTA industry will progress and transpose in the next five years. Offline travel agents are bouncing back because web is bewildering.The headline is that travel agents (its members) are “more valued and more used” than ever after ABTA discovered a leap from 30% in 2011 to 40% in 2012 to the question of whether people “value the services a travel agent offers”.The study also found that four out of ten 15-44 year olds in 2012 preferred the “reassurance of dealing with someone face-to-face when booking”.
This is apparently the digital generation needing guidance and help with the bewildering choice available on the internet.. It is increasingly apparent that people are realizing the benefits of what a travel agent can offer. The internet has been fantastic in opening up choice but the survey shows that consumers value the help of a human being and the reassurance of dealing with someone face to face. DOMESTIC AIR TRAVELLERS : approx 34 lakh passengers per month ( 23 lakh passengers still use the conventional mode of booking tickets )RAILWAYS :approx2.4 crore reserved tickets sold per month (out of this 90 lakhs are booked online )
Problem areas No instant 24x7 support system no internet access difficulty in making online payments server down no personalised experience less feel good factor human touch is missing too many players in the online market too many options confuses the customer only tech savvy people access The website online travel portals does not provide holistic travel experience
Travel Trends 2016 changing trends Travelling Solo Small Going Big Slow Travel The girl Gang Culinary vacations Romantic travellers After retirement
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Clear trip : Your Travel Companion Not just a mode of making transactions and online bookings but a holistic one stop travel guide for all your travel related problems because we care .
Vision To come up with Over 100 stores in Tier II and tier III markets, particularly in high footfall areas, as a result of which customers will be able to physically experience the brand on the ground.
Establishing pop-up stores across the country with customer care executives for a more personalized face to face travel booking experience. Establishments of retail outlets and 24x7 call centers.( premium outlets to research and plan travel packages with the customer ) Offline travel agents ( a robust b2b model for greater reach )10+ outlets in the first year of getting the funding 20+ more outlets after 2 years of testing customer satisfaction and growth in revenue rate. To provide a more hospitable and satisfying customer experience by providing large number of value added travel services .meeting, incentive, conference and event (MICE) division to cater to the corporate sector and handle their leisure desk.
Services These initiatives put clear trip on a higher pedestal visa vis competition , giving us and the customer a lot more superior experience. Destination management unit , clear trip diaries providing services like guides , language experts , ground support,local transportation etc. to inbound travellers. service Providing travel information with features like travel guides , hotel reviews , travel Q & A, travelogues etc. . Investing in hotel solution companies that are engaged in providing technology solutions to small and mid sized accommodation providers , thereby enabling real time inventory management and sales. retail outlets ( lounges ) will provide on ground customer support. positioning ground staff in all major cities at clear trip lounges who can be contacted directly by the customer anytime for any query /service. BYOP -build your own package option cash on delivery for customers who cant travel to our retail outlets and do not have internet access. home booking consultation at nominal charges . Travel and life insurance as a part of our offering.
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Extra Features : cleartrip retail stores collaborations with various pet shelters and kennels. chartered flight service. customised weekend getaway packages ( in collaboration with cab services like ola and uber ) individual tourist destination packages . pop up stores near railway stations and airports . pickup and drop service tour guides visa application service ( visa service fee ) luggage drop off. ticket upgradation money exchange assistance for physically handicapped travellers . assistance in case of passport loss or theft. immigration services tourism Service dedicated partners with embassies for one point clarification and handling Meeting hub for backpackers to plan their journey with new companions.assistance for students planning to study abroad assistance to first time travellers ( flight or train )
Customer segment students couples ( married /unmarried ) backpackers elderly passengers passengers with certain disability First time travellers
The road map The store acts as a reseller for clear trip with some value added services while bringing back the conventional mode of ticket booking by collaborating with already existing mom and pop travel agencies/ individual travel agents or through franchising and positioning our trained team executives at these stores. This initiative saves the added cost of constructing new brick and mortar stores all over india and serves the purpose of providing extra customer services , targeting more customer segments , providing value added services and positioning the brand at a ground level thereby increasing brand awareness which would eventually lead to increase in sales. The idea is to tap the untouched market that still uses offline mode of booking because of various reasons such as trust issues /lack of internet etc
revenue generating options collaborations with government tourism schemes ( retail stores would hence become promoters of various state tourism industries ) tie ups with various universities to provide travel assistance to exchange students or students planning to study abroad .tie-ups with cab services such as Ola and Uber ( profit sharing model ) campaign management ( with various craft emporiums of different states and textile ministries )tie-ups with various hotel services / air bnb etcprofit sharing model through franchising ( fixed listing fee )
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Expenses legal hiring infrastructure refreshments furniture equipment’s electricitytraining maintenance commuting in case providing home assistance perks for employees etc.
Monthly operational cost ( including salaries / refreshments / maintenance )- 500000 /salaries - approx. 25k-30k per month ( without perks ) team of approx. -5 members to start with (which inflates every year by a certain margin) one time fixed cost ( equipment /infrastructure /furniture )-2.5 lakhs One time operating cost of each store will be 8 lakhs approx and approx 6 lakhs per month operational cost for 10 stores around 80lakhs
The ask
Round 1 -$500K to be used NOW for : product market fit sustainable revenue team and org set up basic analytics system
Round 2 -$500K to be used from oct 2017for : scaling: expansion stronger analytics increase revenue streams hiring
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Go to Market strategy (GTM)
Through travel groups on social mediacollaborating with travel photographerscollaborations with travel bloggersvarious hostels and hotel servicescycling and sport groupsback packersword of mouth local mom and pop stores through travel groups on social mediacollaborating with travel photographerscollaborations with travel bloggersvarious hostels and hotel servicescycling and sport groupsback packersword of mouth local mom and pop stores
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design PROJECT fixture for LINGERIE study of FIXTURE & FURNITURE topic SELECTION82 evolution of BRA secondary RESEARCH primary RESEARCH brand STUDY types of FIXTURE & DISPLAY design Research SURVEY opportunity AREA design BRIEF Concept SKETCHES mastering the cup size GAME auto cad technical DRAWING 3d concept DRAWING the MAKING appearance PROTOTYPE visual MERCHANDISING
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This course helps students to demonstrate their ability to design, handle various materials and details for furniture in a retail context. It helps students to select specific materials as well as manufacturing processes to be used for specific products. This course helps students to understand the inter-relationship between the different components of man and his environment which is very essential for Retail Design to make the system user-friendly.
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fixture for LINGERIE
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study of FIXTURE & FURNITURE In the beginning of the design project we had to study retail fixture and furniture. How the retailers display their merchandise, which type of fixtures/furnitures are being used, what type of material is in trend etc.? This was kind of warm-up exercise which helps us to get into the environment.
Local Market Survey Local markets have their own way of display norms. They have not researched much about which product/merchandise can look better on which kind of fixture. Sometimes you are amazed to see how they display by the means of jugaad.
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Brand Outlet Survey All brands have unique guidline systems which they circulate to every showroom across country. They make sure all showrooms adhere to the same language. Fixture generally used:- Hanging rail, Water Fall, Gondola, Nestinting Table, 3 way, 4 way water fall.
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topic SELECTION
Complex display pattern of medicine is a painful task for retailer. In the Lingerie category there are no innovations in fixture. Mostly retailers display lingerie on same fixture on which they display other merchandise (e.g., shirt, pant, Skirt, Dresses). Accessories panel in fashion and lifestyle brand is one of the most unorganized area in whole showroom.
Final Topic In the Lingerie category there are no innovation in fixture. Mostly retailers display lingerie on same fixture on which they display other merchandise (e.g., shirt, pant, Skirt, Dresses).
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Lingerie?
Any
outfit worn by a women loses its charm if she is not wearing a perfect Bra underneath. A bra is not only a piece of inner wear but is also responsible for how confidently you carry yourself in public. The right kind of bra not only is good for the health of your breasts but also affects the way your dresses look on you.
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evolution of BRA The Corset Is Split In France, the first modern bra was born, called the corselet gorge (“the well-being.”), when Herminie Cadolle cut a corset into two separate undergarments — the top supported the breasts by means of straps, while the lower part was a corset for the waist. In 1905, they started selling these new “bras” alone.
The First Bandeau It paid to be a female minoan athlete during the 1300s. Wall paintings depicted them wearing bandeau-like tops (for support - or to cover) while Playing Sports. Until then women were generally Bare-breated under simple sheath dresses
14th
16th
1869
The Look Is Flat Small-chested and slender-bodied flappers took over in the Roaring Twenties, and they ditched the corsets almost completely. Instead, they opted for tight bandeau tops that flattened women’s breasts to give them a more boyish shape.
1910
1920
1932
Age of the the Corset
The Modern Bra
Cup Sizes Emerge
The first major shift in women’s undergarments was the corset. Women in France embraced it in the early 1500s to acieve the perfect female figure - an inverted cone shape. They flattened women’s breast, pushing them upwardalmost to th point where they were falling out of their dresses
Even after the corset and bra were officially split, there was still the issue of comfort. Enter Mary Phelps Jacob, who invented the first modern bra with a pair of silk handkerchiefs and silk ribbons — sans the stiff whalebone.
In the 1930s, the brassiere is eventually shortened to the common “bra”
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Torpedo Style
First Sports Bra
During World War II, more and more women were working in factories. Thus, the bullet/torpedo-shaped bra gained popularity because of claims that it offered added protection for girls who worked on the production lines.
1940
Bejeweled and Expensive Gisele Bündchen’s ruby and diamond-encrusted bra and underwear set, which she wore during the 2000 Victoria’s Secret fashion show, were valued at a whopping $15 million. It’s still the most expensive lingerie set ever.
As exercising and fitness became more popular, there was a need for something much more supportive. Thankfully, the first sports bra — appropriately called the “Jogbra” — hit the scene.
1964
The Pushup Bra A Canadian lingerie company designs the Wonderbra — the first of its kind to lift and push the bustline together.
1940
1977
Dawn of Victoria’s Secret The same year the first sports bra debuted, the first Victoria’s Secret opened up in Palo Alto, California. Fun fact: Founder Roy Raymond (and his wife!) came up with the idea of a women’s lingerie-only shop because he felt uncomfortable shopping for his wife in department stores.
2000
2009
Present The 2000s brought an onslaught of new designs like strapless, one Straps, and even aresurgence of corset bras. You can even buy cups made with memory foam that conform to the shape of your chest.
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secondary RESEARCH
29 Types of Bra Designs and Their Functions Developed late in the nineteenth century, this feminine icon has since been viewed as a symbol of a girl’s coming of age. The bra not only covers, supports and elevates the breasts, but also shapes the wearer’s figure. The degree to which the bra frames the breasts varies between style, functionality, fashion and fabric.
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2
3
Adhesive Bra/Stick-On Bra
Bandeau Bra
Balconette/Demi Bra
Good for: Women with self supported Breasts Wear Beneath: Backless and Strapless Outfits.
Good For: Girls who have just hit puberty Wear Beneath: Nightwear, Casual wear at home, Strapless tube tops
Good for: Either larger or smaller busts Wear Beneath: Low cut Dresses or tops
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4
5
6
Belly Dance Bra
Bridal Bra/Corset
Built-in Bra
Good for: Women with larger Breasts. Wear Beneath: Belly Dance Costumes.
Good for: For all type of busts. Wear Beneath: Wedding Dresses, Tight Fitted Dresses.
Good for: Women who hate wearing Bras! Wear Beneath: Tank Tops, Bulky dresses, Lounge wear.
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Cupless/Shelf Bra
Convertible/Multiway Bra
Front Closure Bra
Good for: Lingeries wear Wear Beneath: Night dresses, Night Gowns
Good for: All Purpose Bra Wear Beneath: Any dress you want to
Good for: Women who have heavy breasts Wear Beneath: Tight Dressess
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10
11
12
Full Coverage Bra
Halter Neck Bra
Mastectomy Bra
Good for: Heavy Busted Women Wear Beneath: Work wear, Casual Wear
Good for: Gym Wear Wear Beneath: Backless or Low Back Dresses or Tops
Good for: Those who have undergone mastectomy for breast cancer
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Maternity Bra
Peephole Bra
Strapless Bra
Good for: Pregnant women.
Good for: Lingerie Wear Wear Beneath: Sensual Lingerie, Nightgowns
Good for: Subtle Bust sizes Wear Beneath: Halter Tops, Low Neck dresses
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13
14
15
Novelty Bra
Underwire Bra
Push-Up Bra
Good for: Women With larger Bust Sizes Wear Beneath: Any outfits
Good for: Women with subtle Breasts Wear Beneath: Deep necklines
Good for: Sensual Wear Wear Beneath: Beachwear, Pool Parties
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Minimizer Bra
Padded Bra
Vintage Bra
Good for: Women who have heavy breasts
Good for: Women with smaller Breasts Wear Beneath: T-shirts, Dresses with Thin fabric
Good for: Women With larger Bust Sizes Wear Beneath: Any dress you want to
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24
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Sheer Bra
Plunge Bra
Triangle Bra
Good for: Lingerie wear Wear Beneath: Night Gowns
Good for: Women with welltoned busts Wear Beneath: Low Necklines
Good for: Women With Small Busts Wear Beneath: Bikinis, Beach Wear
T-shirt Bra
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Trainer Bra
Soft Cup Bra
Good for: Women with developing breasts Wear Beneath: Any Dress
Good for: Daily Wear Wear Beneath: All outfits
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Racer Back Bra/Sports Bra Good for: Women who workout, Sports Women Wear Beneath: T-shirts
Good for: All Purpose Bra Wear Beneath: Any dress you want
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Nursing Bra Good for: Nursing Mothers
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11 Types of Panty Designs and Their Functions They might not be shown much, but its pretty clear that 99 percent of women wear an underwear almost every second of their lives. Underwears are very much a part of us, like the air we breathe. No matter how much you compromise on your wardrobe, your inner wear holds the comfort of your days and requires careful consideration of how and what to choose when you shop for them. Women have plenty of variations when it comes to their underwear and this time we bring out to you the various varieties that you might get in the market. From what you have been wearing all your life, you would be amazed to know how each type has its own beauty and lets you times you should pick them over other.
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2
3
Boy Shorts
Classic Briefs
French Cut Panties
When To wear: These have no visible panty lines so you can use them as things under tight fitted clothes. They can be worn under skater skirts or as loungewear or swimwear.
When To wear: You might wear them under high waited lowers and jeans or during the bad times of the month.
When To wear:You might love them as regular wear as long as high waist doesn’t bother you. Pick them up for a beach walk with a loose shirt or a sarong.
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5
6
Hipsters
Tanga
G-String
When To wear: With low waist jeans and skirts.
When To wear: Post pregnancy, Bodycon dresses and skirts.
When To wear: Sunbathing or a beach wear.
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8
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Thongs
Control Briefs
C String
When To wear: Bodycon dress or skirts to avoid panty lines.
When To wear: Post pregnancy, Bodycon dresses and skirts.
When To wear: Sunbathing, Swimwear, Loungewear.
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10a
10b
10c
Regular Brazilian Cut Brazilian
One Side Knot Brazilian Brief
Two side Knot Brazilian Brief
When to Wear: Beachwear, Swimwear Brazilian Brief often come under 3 different cuts.
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Tap Pant When To wear: Best for: Dance shorts, Nightwear, Leisure wear.
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international BRAND
Boux-Avenue
Robinsons
Aerie
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Bras Are Expensive Bras are essential to our everyday functioning, or so the society has socialised us into believing. Their only function is to act as an anti-gravity device, and yet, they cost so much! The tragedy of the situation is that the cost of most lingerie brands is directly proportionate to their quality. The better the bra, the more likely it is to burn a hole in your pocket. I’ve often heard friends saying things like, “Man, this bra fits so well. It costs a bomb, but it’s like an investment!” How did we start saying such absurd things! I get that bras occupy a very intimate space in our lives and that they must perform their jobs well. But if they are so necessary, why are good quality bras so out of our reach? I demand that bras be made affordable. #MakeBrasGreatAgain
The Myth of the Ideal Bra The ideal bra is like a unicorn. Except that the unicorn is the national animal of Scotland. There is more empirical evidence for a one-horned horse than there is for a perfect bra. You might find a bra that fits well, but chances are that it won’t remain flawless for very long. And you definitely won’t find one that is suited for all outfits.
You Outgrow Bras It’s only when you wear a bra that you truly understand the strange ways in which fat gain and loss work. And it’s not just your cup size that changes every time you lose or gain weight. The length of your straps and the fit of the band change too. The result is that one fine day you wake up and realize that your bra has betrayed you. And you must give it up.
Bras Outgrow You Much like the people in your life, your bras change with time too. You’ll be fascinated by your latest purchase and want to wear with every outfit. After using it for a few months, it’ll turn into your ‘comfort’ bra – your go-to when you know you’re going to have a long day and you have to be comfortable. Somewhere down the line it’ll die a slow death; the cups may lose their shape, the hooks on the buckle may come off, or it’ll just start wearing out. But the worst of these is the underwire. It decides to strike you when you least expect it. One second you’re pouring yourself a cup of coffee at work, and the next, your underwire is peeping out to say hello with a painful poke.
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primary RESEARCH The brands I visited during my field visit. Wonder love Zivame Enamor Amante Jockey Triumph Lovable Marks & Spencer Forever 21 Valentine
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brand STUDY
A woman is a million different people every day. Sometimes a mother and sometimes the funny one in the group. Sometimes a best friend and sometimes a daughter. However, her most intimate relationship is the one with herself. We believe that lingerie is an extension of that relation. It is more than just about ‘sex appeal’. It is the way she decides to feel every day. There is more to her than what she shows. Zivame celebrates all that she is to the world, and all that she is to herself. We believe in the power of embracing the unknown, the intimate side of stories. That is the most capturing of all discovery. We are her companions in the journey of self-exploration. And building confidence through it. Confidence is Sexy and we help women find it, wear it and be it every day.
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Brand Imagery
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Types of FIXTURE & DISPLAY Nesting table, Mannequin, Wall hanging,
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Design Research SURVEY
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Finding the Right Size
I could
write a thesis on this. The progression in sizes is not as obvious as it may seem. One year you could be a 30 C, and the next you could need a 32 B rather than a 30 D or 32 C. Some odd, unexplainable logic seems to guide which bra I should buy next. Figuring out your own size can be difficult if you don’t have help. Thankfully, help usually comes in various forms, whether it is your girlfriends who will over-analyse the situation, or the ‘bra aunties’ and ‘bra bhaiyyas’ at local undergarment shops. Bra aunties and bhaiyyas specialise in guessing your cup size by merely looking at you, which is creepy, uncomfortable, and commendable at the same time. What amazes me is that they speak with so confidence, and at most times, they get it right too! The struggle of finding the right bra does not take away from joy of finding one that fits like a glove.
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The Right Bra for the Right Occasion There many species of bras, and each comes with its own characteristics and purposes. Padded bras and push up bras are not interchangeable. Strapless ones will never be as comfortable as regular ones, but are still needed. The point is that they aren’t interchangeable. And most women I know have a formula when it comes to outfits; they do a mental calculation of what they are wearing and pair it with the bra that is best suited. Doing that calculation every day can get exhausting. And then there is the question of colour. Wearing a white bra under a white top can lead to headlighting, which means that your bra will be visible from under your top. God forbid some deer run into you.
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Current displays have wide Hangers, bust mannequin, mannequin, nesting table or gondola display. Though majorly lingeries are displayed with hangers everywhere in India or abroad.
1
Cannot display size wise. The issue with hanger is you cannot adjust the size according to the lingerie (bra & panty) size.
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2
Lingeries are displayed in two ways on hanger :a) By straps:- When you hang a bra by its straps, with time it will lose its elasticity.
b) By cup:- When you hang a bra by its cup , consumers gets confused and they are not clearly able to understand the categorization in display.
3
According to surveys, consumers are not aware of activities or occasions in relation to lingerie. They do not know which type of lingerie goes with which type of dresses.
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You cannot have mannequins for every category of lingerie. a) Showroom has limited space. b) High investment. You cannot display different cup size of same band size bra.
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Design BRIEF
To design a fixture for Lingerie(Bra) which gives information about Sizing and Ocassion/Activity with Adjustable Cup sizes within same band size.
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Challenge is to design a fixture which solves the problems I found during my secondary and primary research.
1.
Customers are struggling to find desired Size.
2.
They don’t know about the type of bra(Ocassion/Activity)
3.
Limitation of Hanger and mannequin (discussed in opportunity Area).
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Concept SKETCHES
1
2
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From these two sketches I arrived to the final concept.
1.
Adjustable Cup size through Spring mechanism The advantage of the adjustable Cup size will give opportunity to the retailer to display different Cup sizes within same band size. e.g., On 32 band size fixture you can accommodate different Cup sizes.
2.1
Ocassion/Activity Presently there are almost 29 types of bra and each bra has unique contour(outline) to differentiate from the other. Most of the people don’t know about how many kinds of bras are available, they don’t know which kind of bra would suit the dress , ocassion/activity. They are unaware of the importance of choosing the correct bra. Wrong bra causes health issue like Breast cancer, back pain etc.
2.2
Sizing issue is taken care of by increasing the size of fixture as the bra size increases.
Current display system of lingerie is pathetic. you are not able to find desired size due to visual cluttered (On same size of hanger they display all sizes of bra).
Studies show that our brains not only process visuals faster, but they also retain and transmit much more information when it’s delivered visually.
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mastering the cup size GAME
Cup size
is a representation of breast projection.
C
D
E
Base of the cup remain same when body diameter gets increases with same band size.
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Same Cup size with different band size
34 D 4 inch 3 inch 2 inch
1 inch
36 D 4 inch 3 inch 2 inch
1 inch
38 D 4 inch 3 inch 2 inch
1 inch
With same cup size and different band size the base (diameter) of the cup also increases
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This is how merchandise can be displayed on slat wall in showroom.
If the Band size increases the Cup size will remain same (Height of cup).
If the Band size is same the Cup size will increase
Note :- For more understanding please refer next page photograph
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Representation of the relationship between CUP SIZE and different BAND SIZE
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auto cad technical DRAWING Front View Of Slat wall and Podium
Note:- Measurement in CM
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Side & Top View of Slat wall and Podium
Note:- Measurement in CM
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Front View Different Category (Full overage, Strapless & T-shirt) of Bra
Note:- Measurement in MM
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Component For Slat Wall
Note:- Measurement in CM
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3d concept DRAWING Material finishes detail.
Graphic print on vnyl sticker
Polycarbonate black in color
Duco finish
Handle Stainless Steel
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5mm thick Polycarbonate Stainless steel (ss) with nut & bolt
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Appearance of fixture in 3D retail space
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the MAKING
Drafting actual size for reference
3D Concept Drawing
Bust Making on lath
Vaccume forming
Tracing the contour on wacom
Drafting on Cad
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Prepairing for the spring & pegs
Prepairing spring bust with stretchable cloth and cut out
Photoshoot of Final prototype
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Full coverage bra fixture design process
Basic Contour of bra
Adding extra 1 cm around the basic contour to give support to the bra
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T-shirt Bra Fixture Design process
Basic Contour of bra
Adding extra 1 cm around the basic contour to give support the bra
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appearance PROTOTYPE
32
C
T-shirt Bra
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This fixture can be used as a table display as well as wall display. This display system is meant for table
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T-shirt Bra displayed on slat wall
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Adjustable cup size (spring mechanism) in T-shirt bra
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Full coverage Bra displayed on slat wall
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Full coverage Bra displayed on table
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Adjustable cup size (spring mechanism) in Full coverage bra
Adjustable cup size (spring mechanism) in Strapless bra
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Back support for table stand
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skeleton T-shirt bra with adjustable cup size
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skeleton ull coverage bra with adjustable cup size
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visual MERCHANDISING
Communication Graphics for different category of bra for display panel.
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Sizing signage
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Merchandise presentation on a slat wall
Light Small
Neutral color should be color blocked seperately.
Large
Dark
Cut size stacks at the bottom
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Why is Color Blocking Done Vertically? When a customer is looking for a particular type or style of garment, he/she should be able to access the entire of merchandise and thus all styles and colors of that particular garment. This is possible by arranging the merchandise vertically.
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Merchandise presentation on a nesting table What are the cut sizes? Cut sizes are those garments for which the entire set of sizes/colors have been sold out. Cut Sized garments are therefore the last pieces left from any set. These cannot be stacked on the shelf with the rest of the merchandise since are incomplete and thus they cannot be color blocked individually. These are then placed at the bottom most shelves with the rest of the cut size.
Can display new arrival.
Display not more than 3 category/style at a time
Can display Cut sizes.
Cross merchandise with other garment like Panty, night dress.
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Learnings • I able to understand the key ergonomics issues in the design of manmade spaces. • I exposed how materials commonly used in retail space. • Now able to articulate the retail knowledge in application of fixture design. • After the design process 2 I able to combine the knowledge of material and process and its construction and the ability to develop specific furniture for specific use, context, scenario etc.
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acknowledgement
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In performing of my project, I had to take the help and guidelines of some respected persons, who deserve my greatest gratitude. The completion of this project gives me much pleasure. I would like to show my gratitude to Dr. Baral, Mr. C S Susanth, Ms. Nijoo Dubey, Mr. V S Ravishankar, Mr. Ajith, Mr. Prasanth, Mr. Manish, Mr. Manu, Mr. Sridhar, Mr. Ranjit and National Institute of Design for giving me support and guiding me through numerous consultations. I would also like to expand my deepest gratitude to all those who have directly and indirectly guided me in this project. I would also like to thank the Institute for their support and for providing required facilities. I would also like to thank my classmates who gave me valuable comments, suggestions and inspirations to improve my project. I thank Mr. Abhishek Karmakar, Ms. Maya and Ms. Shristy Patnayak for their help directly and indirectly to complete my/our project. Most importantly I would like thank my many friends and family as their support and encouragement was worth more than I can express on paper.
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raju_k@nid.edu