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Design and Layout by: RASHI SHARMA
College Mentor: Mrs. Vibhavari Kumar 01/02
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CON TENT
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ABOUT BRAND
STYLE GUIDE
CUSTOMER PROFIE
- About Organisation - Client profile
-Product Range - Look & expierence of brand - Logo, Color, Look, Architecture & Presentation
29 DESIGN PHILOSOPHY -Brand Positioning -Swot Analysis
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SEGMENTATION
VISUAL MERCHANDING
Typography
Learning
-Usage
- Windows - Store Layout - Merchandise Presentation - Plan of the store - Plannogram -Fixtures -Folding Detail
- Check - Decide
- Check - Decide
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INTRO TRUSTED TO TELL BRAND STORY
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Everyone has a story. It’s how you tell it that sets your apart. The paper you choose expresses your values and forms part of you identity. And that’s why, when the world’s leading brands need to tell their story, they trust Roadster. It says who you are.
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CHAPTER ONE OUR STORY
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Introduction Myntra is a one stop shop for all your fashion and lifestyle needs. Being India’s largest e-commerce store for fashion and lifestyle products, Myntra aims at providing a hassle free and enjoyable shopping experience to shoppers across the country with the widest range of brands and products on its portal. The brand is making a conscious effort to bring the power of fashion to shoppers with an array of the latest and trendiest products available in the country.
Value proposition
Brands
Myntra’s value proposition revolves around giving consumers the power and ease of purchasing fashion and lifestyle products online. Offerings such as the largest in-season product catalogue, 100% authentic products, cash on delivery and 30 day return policy make Myntra, the preferred shopping destination in the country. To make online shopping easier for you, a dedicated customer connect team is on standby to answer your queries 24x7.
Myntra understands its shoppers’ needs and caters to them with choice of apparel, accessories, cosmetics and footwear from over 500 leading Indian and international brands. Prominent brands include Adidas, Nike, Puma, Catwalk, Inc 5, United Colors of Benetton, FCUK, Timberland, Avirate, FabIndia and Biba to name a few. You can also shop from some recently introduced labels such as - Roadster, Sher Singh, Dressberry, Kook N Keech and ETC.
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Indian brand launches new exclusive range of riding gear
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nline fashion retailer Myntra, launched the first retail store for its ‘Roadster’ brand in Bengaluru in association with one of its retail franchise partner, the company said in a statement. Roadster, which contributes 8% to the overall revenue according to the company, is well on its way to achieve a run rate of Rs 1000 crore by FY 19. Roadster, Myntra’s outdoor lifestyle brand, has launched an all-new licensed Roadster MotoGP collection, becoming the first Indian brand to enter into an exclusive collaboration with the world’s premier motorcycling championship. The special-edition Roadster MotoGP collection includes jackets, denims and t-shirts. The wide range of clothing made especially for the bikers after a lot of research to fulfil their needs. The selection of exclusive touring apparel delivers exceptional style and protection to the bikers. “The premium quality fabric collection is a perfect synthesis of style, comfort and advanced fitting solutions,” added the company.
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oadster marks a new “code for the road” by bringing such premium merchandise to Indian biking enthusiasts, with a focus on functional design and affordability. The distinctive riding jackets are priced at ₹10,000 and the shirts and t-shirts cost ₹1,000 and ₹900 respectively. “The launch of the first physical store for Roadster is a milestone for Myntra. Roadster has witnessed phenomenal growth at over 80% YoY and is well on its way to achieving a run rate of 1000 crore by FY 19. Its entry into the offline segment will further boost its prospects. With this move, customers will receive an exceptional brand experience transformed by technology and a new avenue for shopping. This is our first step in curating an omnichannel presence and will be a major area of focus for us in the months to come,” said Ananth Narayanan, CEO of Myntra and Jabong. According to the company, virtual reality has been used for a special feature called ‘Highway 360’ which takes people through an immersive and interactive virtual road trip through dramatic locations and unique experiences before bringing them back to the store. A road ramp on the other hand creates personalized memorabilia from the journeys yet to be taken, using green-screen technology that transports visitors to rare locations and experiences. The store is also equipped with multiple touch screen displays which provide data on key looks and the Roadster catalog, the company said. The ‘Scan & Go’ purchase mechanism will allow shoppers to add their favorites products to their shopping cart on the Myntra App, doing away with shopping bags, checkout counters or billing queues. Online fashion retailer Myntra, launched the first retail store for its ‘Roadster’ brand in Bengaluru in association with one of its retail franchise partner, the company said in a statement. Roadster, which contributes 8% to the overall revenue according to the company, is well on its way to achieve a run rate of Rs 1000 crore by FY 19.
Lenci’s work on Roadster would be rolled out in the forthcoming Autumn-Winter season, and would also showcase a premium collection called RDSTR. The collaboration with Lenci is expected to give Roadster a 10% to 20% price lift. The brand’s core price segment is between Rs 499 and Rs 1,500. “We want to make the brand as inspirational as any other international brand in the world and this is the first step in that direction,” said Ganesh Subramanian, COO, Myntra. A team of over ten designers from Parabellum will be overseeing the Myntra account, practically giving the Bangalore-based company its very own design studio in Italy, the fashion hub of the world. But by August this year Myntra will operationalize its design studio in Bangalore, which then would become the epicenter of its Italian collaboration. Roadster, which was launched in December 2012, constitutes close to 4% of the e-tailer’s sales and is expected to cross Rs 100 crore in sales by the end of this fiscal. Bollywood actor Ranveer Singh was recently signed on as the brand ambassador. Lenci, who was in Bangalore, told TOI, “Ten years ago retail in India wasn’t anything like what was seen in the US and Europe. Today, with internet penetration and people travelling, Indians are very aware of real time fashion trends around the world.” Myntra’s private label collection includes around eight brands, growing at the rate of 200% or twice the growth of the company itself. Myntra is expected to open up its other private label brands such as DressBerry and Mast & Harbour among others for Parabellum to oversee.
Subramanian said that Myntra was looking at $1 billion in turnover from its private labels in the next five years. “We are talking about some of these brands having sales of Rs 1,000 crore each and hence all the inputs that are going is aimed for achieving that goal,” he added. Asked if the ruVanni Lenci is Myntra’s new lead designer. Lenci’s design mored Flipkart investment would change Myntra’s fashion studio Parabellum has worked with global brands including play, Subramanian said, “Nothing changes from our busiPuma, Lee, Roy Rogers, Stone Island, and recently acquired ness perspective. Our aim is to become a fashion destinarenowned denim brand 7 For All Mankind as a client. tion and in creating that, private brands play a huge role.”
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CHAPTER TWO STYLE GUIDE
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VISUAL APPEARANCES x
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The Clear space has been established to ensure logo visibility and impact. Maintaining the Clear space zone between the logo and other graphic elements such as type, images, other logos, etc. ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements.
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PRIMARY COLOUR
Usage Roadster, has only one primary colour, Brick Red. The colour has become recognisable identification for the brand.
Use it as the dominant colour palette for all the internal and external visual presentation of the brand.
Primary Colour Colour code
CMYK 43, 81, 75, 64
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CHAPTER THREE CUSTOMER PROFILE & PRODUCT RANGE
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Designed as a multi-store complex. Roadster incorporates many different styles, with a view to expand and eventually include many more aesthtic elements as well. They carry selection of well curated clothing and dresses, tops, jeans, jackets, shoes , scarfs and plazzo pants, in every hue of color. They also have a trendy accessories for cutsomers.
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Category
ROADSTER mens
womens
Casuals Sports wear
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Organisational Hierarchy
GROUP MANAGER Unni Ramaswami Myntra
Rahul Kalekar SP
Raghunath VM (Myntra)
Mukesh VM, South
Sruthi K. VM creative
Vikash Intern
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CHAPTER FOUR
DESIGN PHILOSPHY
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It’s appearance is unassuming yet, its taste distintive. It is sporty and adventures. Lifestyle stores are those that offer a variety of products to persue from household to accessorie.
Brand Positioning Based on the analysis of price and quality of merchandise the stores have to offer. Roadster the Store is a leve l above Wrangler which has apparel at great price and Flying Machine is above the other two brands.
The collectives Flying machine Roadster Wrangler
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SWOT Analysis Strengths 1. SSporty nd adventure lovera 2. USP of having classic American Tattoo designs 3. Complete Market Coverage and good brand presence 4. Brand worn by celebrities, athletes and musicians 5. Good branding and advertising 6. Good distribution through exclusive stores Weaknesses 1.Limited global penetration compared to some of the other bigger brands 2.Premium Pricing but less Novelty 3. Bargaining power of customers is high hence brand switching affects value Opportunities 1.To diversify in not just American tattoos but in all types of tattoos 2.To make it a cult brand  3. Expansion into the European and Asian markets Threats 1.Tattoo art if not innovative faces a threat of being a passing fad 2.Changing consumer behavior 3.Product Substitution Competition Competitors 1.Affliction 2.Tap Out
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CHAPTER FIVE
SEGMENTATION & USAGE
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Segementation & Usage Roadster carry a selection of curated clothing. It’s appearance is unassuming yet, its taste distintive. It is sporty and adventures. Lifestyle stores are those that offer a variety of products to persue from household to accessorie. The store has given a space to show the fell of the brand , along with well lit ambience. Also, have well spaced and planned layout. First floor contains women’s apparel and the second floor showcases men’s wear.
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CHAPTER SIX
RETAIL SPACE DESIGN
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Another important function of the marketing department is Visual Merchandising .It is the activity of promoting the sale of goods,especially by their presentation in retail outlets. This includes combining product,enviornment,and space into astimulating and engaging display to encourage the sale of a product or service.It is one of the final stages in trying to set out a store in a way that customers will find attractive and appealing and it should follow and reflect the principles that underpin the store’s image.It is the way one displays ”good for sale” in the most attractive manner with the end purpose of making sale.”If is does not sell,it is not Visual Merchandising” Visual Merchandisng is the art of presentation ,which puts the merchandise in focus.It educates the customers,creates desire and finally augments the selling process.The technique is to make a visual impact on customers.This is the art of arranging the goods and presenting it before the customer. It includes window displays,signs,interiors displays,cosmetics promotions and any other special sales promotions taking place.
Objective of Visual Merchandising •Educating the customers about the product/service in an effective and creative way. •Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value. •Setting the company apart in an exclusive position. •Establishing linkage between fashions, product design and marketing by keeping the product in prime focus. •Combining the creative, technical and operational aspects of a product and the business. •Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process. •The goods must be thoroughly inspected at your end as per our standards and our quality manual handed over to you. •Any dispute arising out of this purchase order is subject to settlement within Bangalore Jurisdiction only.
DESIGN PARAMETERS WINDOW DESIG CONSTRAINS Standard window size - 12’x9’ MATERIAL Sunboards of 2mm - 8mm PRINTS Vinyl print with different surface finishing like glass, matt, translucent, etc. AVERAGE BUDGET FOR WINDOW 1000 TO 5000
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CURRENT PLANOGRAM
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PROPOSED PLANOGRAM Walls in commercial interiors are on of the most important display areas for the sale of merchandise. They play a dedecisive role in a store’s/brand’s image. Walls are generally used intensively for display purposes. Only in the premium segment is a small quantity of merchandise used to express exclusively. Back walls should be divided into zones with individual themes. this creates an overview and facilitates customer navigation. Shelves and hanging rails at identical heights express serenity and orderliness, whilst offset heights create excitement.
textiles, from displays and folded items have a stronger impact and appealing. Items are more easily identifiable and distinguishable, in this manner. Identical items should be hung one behind the other or placed on top of each other. It is also essential that items in the middle zone hung at the accessible height to guarantee self-service.
Large quantities of merchandise can be displayed in the bottom zone. This zone is often only visible directly in the front of the wall when intensively use is made of the The back wall can be divided into three functional zones: surface. Here the customer can choose from different models, versions and prices. Side hanging displays if the The top zone us used for information purposes. As this large quantity, save the space, and convey the impression zone is visible above mid-floor elements, the customer of excessive choice. can see what can be found on the wall or in this department. The area should therefore be used for department/ A varied display requires a range of different merchanbrand labelling for purposes. Attractive pictures and dise supports. They are essential for creating different interesting decorative elements have a magnetic effect. decors and display options at all three levels. The Visplay Drawing customers to the distant back wall. Good light- product range includes a wide range of includes a wide ing in this wall section is therefore, also particularly im- range of panel systems with an extensive choice of merportant. The middle zone shows the merchandise theme. chandise supports and accessories so that each display The merchandise display is already identifiable as the level can be continuously redesigned. consumer approaches-this is decisive when it comes to inciting consumers to loon and linger. The type, shape colour and material of the item must be visible. with the
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PLAN A well-planned retail store layout allows a retailer to maximize the sales for each square foot of the allocated selling space within the store. Store layouts generally show the size and location of each department, any permanent structures, fixture locations and customer traffic patterns. Each floor plan and store layout will depend on the type of products sold, the building location and how much the business can afford to put into the overall store design.
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Arena Principle: The display technique ensures that the entire product range is visible from the front mid-floor area close to the entrance right through to the back wall. The customers field of vision is structured into different layers within the stores- from the front/low area (mid-floor) to the back/ceiling height area (back wall). Displays according to the arena principle can be used in shop-inshops, large stores and dept stores. If the arena principle is respected, the customer can spot the product ranges display at each level, right to the back to the store, from the main pathway. It gives the customer a good overview and draws him into the store. Layers within the store interior1. height of the furniture directly next to the main pathway: 1.00 to 1.20 m 2. Height of the furniture in the centre : 1.40 to 1.60 m 3. Back wall elements: upto 2.60 m in height.
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FIXTURES
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FIXTURES The top floor are should be designed to match the style and shape of the wall units. The merchandise display in the top floor should blend in perfectly with that of the wall display and the prevailing colours and theme. Various display units are available to enable effective use of the top floor sales. Display tables stand systems and gondolas are then traditional display. Displays offers wide variety of such units. A table always appears attractive and inviting- a presentation table is no different. Whether it features a luxury display or low cost promotional items., a table rarely goes ignored. Assorted items can be arranged according to the themes. Tables of different sizes or special tiered tables can creates a rich variety of displays. Tiers are ideal fir different sizes, colours and models.
served for special sale offers or the latest seasonal goods. Other versions are single stands and bars-these are simple, straight stands which display garments in one or two directions. Cross stand or waterfall stands are also available and present merchandise at a 90 angle. Depending on the stand version, extension arms can be extended jin fixed increments or on a continuous basis. The larger the sales floor, the greater the need for a clean layout and structure in mid floor, in a small area, a table and few display stands suffice and can be adapted to the product range and theme. However in a large sales interior with large amounts of display furniture. This guarantee the customers a good overview of the products and ensures he can find his way easily round the store.
Display stands come in various shapes and sizes. Round stands can carry large quantities of merchandise, but only in side hanging displays. Which reveal little of the style and shape of the garments. It is therefore mainly re-
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NESTING TABLE There are the most powerful fixtures in stores as customers see the merchandise on these table much before they reach the wall. Mostly kept near the entrance. Nesting tables should be used to promote the new arrivals always with proper display and communication.
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GRID 50: A technical aesthetic gives Grid 50 an industrial look, enhancing the targeted appeal of young, sporty or technical brand concepts. The surface support system perfectly combines three functional levels – display, design and decoration – and is ideal for crossmerchandising displays. Merchandise supports, such as shelves, front arms, hanging frames or brackets, and decorative elements can be easily hooked into the system. This enables flexible and customised merchandise displays, as well as easy adaptation to changing merchandise densities. Grid 50 is suitable for use on walls and as a free-standing mid-floor panel. MATERIALS: Aluminium Sheets and rods which can be adjustable, and top of it the fabrication of acrylic sheets.
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GRID PANEL Several panels can be assembled together to form wall panels of any length.
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SIDE HANGING FRAME
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FRONT ARM STRAIGHT
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MOUNTING SET BOX
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SCREW SET (GLIDE) : if a single Grid 50 panel is used alone, 2 adjustable feet must be ordered plus 2 sets of wall fixing brackets for lower panel support; if several Grid 50 panels are assembled together, only 1 adjustable foot and 1 set of wall fixing brackets must be ordered per panel.
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T-shirt Folding Technique
T-shirts are folded in two ways 1. The first technique is the normal way of folding t-shirts and placing it one upon the other on a rack. This technique is followed to food polo t-shirts that does not have any graphic prints on it.
2. The second technique is commonly knows as graphic folding in which the t-shirts having print design folded and placed one upon the other, so that the graphic prints will be visible and giving the same look and feel of the print when seen unfolded and hanging.
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CHAPTER SEVEN
TYPOGRAPHY
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Typography heirarchy is another from of visual heirarchy, a sub-herarchy per se in an overall design project. Typographic heirarchy presents lettering so the most important words are displayed witht he most impact s users can scan text for key information. Typograohic heirachy creates contrast between elements. there are a variety of ways you can create a sense of heirarchy.
Here are some of the most commin techniques for Design layouts. Primary Font Secondary Font Font heirarchy.
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DIDOT The Didot family were active as designers for about 100 years in the 18th and 19th centuries. They were printers, publishers, typeface designers, inventors and intellectuals. Around 1800 the Didot family owned the most important print shop and font foundry in France. Pierre Didot, the printer, published a document with the typefaces of his brother, Firmin Didot, the typeface designer. The
strong clear forms of this alphabet display objective, rational characteristics and are representative of the time and philosophy of the Enlightenment. Adrian Frutiger’s Didot is a sensitive interpretation of the French Modern Face Didot. Another model for this design is the Henriade, an historical printing of the original Didot from 1818. The font Didot gives text a classic and elegant feel.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Primary Font Didot
Bold
abcdefghijklmnopqrstuvqxyz
A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvqxyz
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MINION PRO Minion is a serif typeface designed by Robert Slimbach in 1990 for Adobe Systems and inspired by late Renaissance-era type. The name comes from the traditional naming system for type sizes, in which minion is between nonpareil and brevier, with the type body 7pt in height. As the name suggests, it is particularly intended as a font for body text in a classical style, neutral and practical while also slightly condensed to save space. Slimbach described the design as having “a simplified structure and moderate proportions.”
small print to more graceful and slender designs for headings. It is an early member of what became Adobe’s Originals program, which created a set of type families primarily for book and print use, many like Minion in a deliberately classical style.
Primary Font Minion pro
Minion is a very large family of fonts, including Greek and Cyrillic alphabets, optical sizes, condensed styles and stylistic alternates such as swash capitals.It is one of the most popular typefaces used in books, one of the most famous being The Elements of Typographic Style, Robert Bringhurst’s Minion was developed using sophisticated inter- book about fine printing and page layout polation or multiple master technology to create a range of weights and optical sizes suitable for different text sizes.This automation of font creation was intended to allow a gradual trend in styles from solid, chunky designs for caption-size
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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CHAPTER SEVEN
LEARNING
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Experience
The whole experience of this project is an important milestone in my life. The journey was both fun and full of knowledge along with fruitful set of learning for me. The most important learning of my journe is having an organized and disciplined approach towards work and life.
Introspection Since the major areas in which my project hovered was the recognition of the retail identity of the company and standardization of the same through creation of a retail\VM manual, I realized that every Brand needs to set standards for its Retail Id and set of norms as guidelines for all the employees associated with retail space of the company and also it curtails any visual clutter and portrays the right image of the brand to the customer.
Learning
Working at Myntra Brands was one of the best experience I ever had. It widened my knowledge on visual merchandising and how industry works in that field. Visual Merchandising is a growing concept in India. Many companies have now started focusing on the presentation of their brand. More companies are now ready to spend on the interior of their store and making it as creative as it can be in order to make a unique position for themselves in the market. At Roadster I learned how to coordinate time with ideas to come with a solution that is feasible, innovative and creative. It helped to look at visual merchandising with not just as a presentation but also whole branding experience. As the store depicts the identity of the brand and reflects it to the customer.
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