TRAINING EXPERIENCE
Visual Merchandising - Calvin Klein MALL OF INDIA NOIDA
RASHMI BHARTI
Visual Merchandising is a practice that supports retailers in presenting their retail space in the best possible way to maximise sales. It is known as SILENT SELLING. Customers expect certain standards towards Calvin Klein Brand: Standard Brand Value Loyalty Campaigns through website. Point of sale material through the products and services. Window treatment and in store selling space.
Visual Merchandising helps in : Reinforcing the brand identity. Increasing the sale through great displays which are in sync with the brand identity.
I live in #mycalvins
VM generic terminologies: Colour blocking:- To display one color family together with a break of neutrals. Colour blocking is used to make it easier to shop and more visually coherent. Colour family: Warm colours:- Red, Yellow, Orange Cool colours:- Blue ,Green, Violet, Indigo Neutral colors: Browns, Greys, Black, White and Denims. Earthy colors:- Beige, Browns, Greens, Sky blues. Royal colors:- Violets, Deep purples, Emerald
Wall planogramming: Symmetrical balance also called as mirror image. We need to divide the wall in half and then make the display of side hang and front hang equal so that when we visually divide the wall it looks balanced.
Infinite White
USP : Unique Selling Proposition What is unique about the garment? Fabric/ cut / embellishment/ graphic/ silhouette/ wash etc. Wardrobe look : Complete look with top and matching bottom with accessories.
Bag
Top
Bottom Bottom Bag Logo Tee
Lifestyle look : Bags, Perfumes, Wallets, Watches, Sunglasses, Merchandise, Underwear, etc all together.
STORE LAYOUT
Signage
Window Mannequin
FACADE
Signage
Signage
LED Screen Visual
WEST GATE FACADE
Signage
Colour Theme
b l a c k o r a n g e
Thematic Table
CONCEPT
SUMMER BRIGHTS
Signage
Merchandise Category Different merchandising stories displayed inside the store. (Some of them are displayed in front)
Window mannequins: They should be dressed as per what is on the thematic table in store. Group mannequins in an interactive way.
MANNEQUIN DISPLAY
Positioning Tags should be hidden. Clothes should be ironed well. Size and fit of the merchandise should be as per the mannequin.
In store mannequins: Their position should be planned especially. If they are being placed individually. They should coincide with the theme/ story / product / collection they are displayed with.
MANNEQUIN DISPLAY
s y m m e t r i c a l
Premium or Ceremonial
Office & Travel
Dressy Formals (White Label Section)
WALL PLANOGRAMMING
b a l a n c e
Performance Wear (White Label Section) Sports Wear (White Label Section) Side Hangs
Side Hangs
Side Hangs
Side Hangs
Front Hangs
Merchandise Display Density :- 3 : 3 : 3 : 2
Tie, Belts and Bags & Wallets (Accesories Wall) Socks Section WALL PLANOGRAMMING
c k u s e c t i o n
Men’s Women’s WALL PLANOGRAMMING
c k J s e c t i o n
Men’s Women’s WALL PLANOGRAMMING
Women’s
Men’s c k J s e c t i o n
(Denim Wall)
Perfumes & Sunglasses (Accessories Wall)
WALL PLANOGRAMMING
Liquid Polo’s
Liquid Polo’s
Liquid Polo’s
Logo Tees (Front Shelves)
STORY TABLES
Stone Prop With Metal Stand Sports Wear
Logo Tees & Jeans
STORY TABLES
Denims
Metal Prop
Chinos/Poplins/Polos/Shorts/Linens
HANGRILLS
Lamp Prop
Lounge seating for Customers
LOUNGE AREA
Men’s & Women’s Section
CKU Section
Sports & Performance (White Label Section)
Fit Visual (Denim Section)
VISUALS
Dressy Formals (White Label Section)
Watches & Wallets to attract customers while entering the store and also when they pay for the bills
Cash Counter at the Right Side from the Entrance Gate
CASH COUNTER AREA
THANK YOU