Visual Merchandising Manual
Desgn and Layout by Rohit Nanjan Guided by Dr. Vibhavari Kumar All rights reserved under International Copyrights Conventiom. No part of the book may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopy recording or any other information storage and retrieval system without prior permission from the publisher.
Contents
Store Architecture
Brand
Brand Identity
About Brand 5
Logo
13
Location
21
Vision
6
Logo Clearspace
14
Facade of the store
26
Promise
7
Logo Position
15
Store plan
28
Target Group
8
Primary Colors
16
Fixture
34
Product Mix
9
Secondary Colors
17
Planogram
38
Partner Brands
10
Typography
18
Signages
44
Private Lables
11
Staff presentation
52
Folding
53
Brand
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About brand Zivame is an online lingerie retailers brand which was founded in the year 2011 by Richa Kar with the vision of helping women uninhibitedly shop for intimate wear. Zivame headquarters is located in Bangalore, Karnataka. In 2015,Richa Kar stepped down as the CEO and Shaleen Sinha was appointed as the CEO in September 2015. The name Zivame is the combination of the Hebrew word ‘Ziva’ which means ‘Radiant’ and me, thus, Zivame stands for ‘Radiant Me’. The company’s core objective is to celebrate the inner radiance of women and give them
products that are comfortable and help them achieve what they are capable of. Zivame started off as an online marketplace, through aggregation of existing brands. It went on to add private labels to its portfolio to improve margins. Clovia and PrettySecrets, on the other hand, attempted to exploit the highly fragmented market, where the top 10 brands contribute to less than 8% of the overall audience. They did this by building their own brands, and focusing on sourcing and selling on their own e-store and other online stores.
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Vision “To Offer Every Woman the Confidence, Comfort & Choice She Deserves”
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Promise Always remain Inclusive creating products for every body and age.
Positively imapct women Enabling the entire cycle from creation to delivery.
Continue to fo good By using processes that put women first.
Stay true By giving the finest quality and service.
Continue to innovate And always make women look forward to our designs.
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Target group With its primary target audience between the age group of 20 to 35 (Facebook audience includes the slightly older women too - 30+), Zivame believes tapping them early is critical, so that they turn into potential category advocates.It is trying to do so by having a massive product offering, much larger than one can find in a retail store at any given point of time. Along with it, the brand is on an aggressive consumer connect drive, be it on social media or ground activities.
We have recently started an on-ground consumer engagement drive ‘Fit is my right’ targeted at helping five lakh Indian women find their right lingerie sizes over the next 12 months. In the initial stage, female experts will visit colleges across Mumbai and undertake educational workshops and free counseling and fitting sessions for students. The campaign will be run with the help of unique ‘Mobile Fitting Lounge’, which will travel to colleges in the city.
As a brand operating in the category of lingerie, our main aim with any initiative undertaken has been to make people comfortable with the category. Through interesting, clutter breaking content, we want to engage people and change their perception of the category
The all-woman customized fitting van comes equipped with three trial rooms and lingerie of all sizes required for the fitting exercise.
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Product Mix At Zivame there are various product categories from which one can choose from. Apart from their primary products like bras and panties,they offer a wide range of other products such as activewear, shape wear, nightwear, apparels and accessories. On the portal,there are other partnered brands available but in the stores only Zivame private labels are available. The shops sell the in house labels ranging from lingerie, activewear, shape wear, nightwear, swim and beachwear.
Lingerie Bras Panties
Activewear Sports Bra Leggings Tees and tops Jackets
Nightwear Pajama Shorts Babydolls Nightdress
Apparel Tops Trousers Dresses Skirts
Apparel Stockings Miracle Cami Bra solutions
Swim & Beachwear Bikini Swimsuits
Shapewear Saree Shapewear Shaper panties Tummy tuckers Thigh Shaper
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Partner Brands
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Private labels
Brand Identity
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Logo Our logo is the key building block of our identity, the primary visual element that identify us. The signature is a combination of the symbolistelf and our company name - they have fixed relationship that should never be changed in any way. It is essential that the logo is used correctly and consistently in all forms of communication. It should never be redrawn, modified or enclosed in a box or frame (unless specified in this manual). The logo should only be reproduced in the authorised colour palette in its positive or negative form.
The ‘z’ at the centre of the monogram signifies that the brand is still rooted in its core fundamentals of delivering great products for all occasions moods and sizes coupled with customer experience. The lower open end of the monogram represents that they are inclusive and inclined to experiment and innovate.
Full Zivame logo
Logo
Logo type
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Logo Clearspace The exact construction of the logo is an integral part of its design. The logo is designed on the basis of visual criteria and equal proportions. The space around the logo is equally important as the logo itself. Whenever words or designs appear near the logo, a freezone should be considered around it. Nothing can be put here, neither texts nor drawings or photographs. Keeping an amount of space around the logo not only enhances its appearance, the freezone also helps to position the logo correctly on a format. The freezone can be larger than illustrated, or the unit space shown can be added on repeatedly but it should never be small.
The logo freezone quals half of the logo. Occasionally, when the logo is used very large, it can be positioned following a smaller freezone.
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Logo positions The logo should always be positioned in the corner of a design or format. It should not be centred unless the format itself is very small and the logo takes up more than two thirds of the entire format.
Avoid positioning the logo in the centerof a format unless it is very small or asquare or circle.
The Freezone should always be considered when positioning the logo. The logo can be used vertically. In this case it should always be read from bottom to top and not the other way round.
Do not ignore the logo freezone. The logo should not be positioned on the edge of the letters.
Do not turn the logo so it reads from top to bottom.
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Primary colors The colours of the logo are specified in Pantone* (for single colour printing), CMYK (for four colour offset printing), and RGB (for web use, on screen presentations and pdf’s). RGB colours are specified in this manual for Adobe Illustrator CS6. Whenever possible uncoated paper should be used for printing. The paper should be off-white but not cream coloured. All colours will appear slightly less intense on uncoated absorbent paper than on coated paper or on screen. It is difficult to achieve a strong solid black when printing it as singe spot colour on uncoated paper for this reason the matching CMYK is a slightly lighter black as well.
Color tones
Pantone 2031 UP CMYK 0/65/54/0 RGB 242/120/102
The gradient
Color tones
Black
Off white
The gradient
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Secondary colors The colors in the secondary color palette have this specific function. They should not be used for purely decorative purpose. The secondary colors are complimentary to our official colors, but not recognizable identifiers for our company. Secondary colors should not be used sparingley less than 10% of the pallette in one piece.
Tones Pantone 129 C CMYK 7/22/86/0 RGB 240/197/52
Use them to accent and support the primary colors. Tones Pantone 40-1 C CMYK 6/24/27/0 RGB 240/206/187
Tones Pantone 564 C CMYK 60/0/30/0 RGB 104/193/190
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Typography The Zivame identity is very simple and clean which makes a high attention to detail in the typography even more important. The level of accuracy should not only be applied to all printed material but also in day to day business. Good typography is not only important for the overall impression of the brand identity, it also reflects on the quality of the products, the customer service and the efficiency of the company.
Primary font
Bodoni 72
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z
Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Figures
0 1 2 3 4 5 6 7 8 9
Special characters
- ( . , : ? + ! # ) * ” $ £ % ” [ / ] & @ < / >
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Primary font
DIN Rundschrift Breit
Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Figures
Special characters
0 1 2 3 4 5 6 7 8 9 - ( . , : ? + ! # ) * " $ ÂŁ % " [ / ] & @ < / >
Store Architecture
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Location The best location for a brick-andmortar retail business combines visibility, affordability, and lease terms you can live with. You need to be where the action is, so deciding where to put the business is every bit as important as the business you decide to go into. When considering visibility, look at the location from the customerâ&#x20AC;&#x2122;s viewpoint. In many cases, the better visibility your retail store has, the less advertising is needed. A specialty retail store located six miles out of town in a free-standing building will need more marketing than a shopping store located in a mall.
OUR STUDIOS (Bangalore) Indira Nagar, Bangalore
Mantri Square Mall,Bangalore
Hsr Layout, Bangalore
New Bel Road, Bangalore
Commercial Street-Bangalore
Jayanagar, Bangalore
Sahakaranagar, Bangalore
Fashion Fort
Orion East Mall, Bangalore
Orion Yeswantpur, Bangalore
Vega Mall, Bangalore
Forum Neighbourhood Mall, Bangalore
Gt Mall, Bangalore
Phoenix Marketcity, Bangalore
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How it works Youâ&#x20AC;&#x2122;ll love our beautifully crafted bras, panties, nightwear & accessories. Use our bra size calculator to get your best fit. Explore our wide collection of shapewear, tops, bottom wear, swimwear & sportswear. Enjoy fabulous offers on our stunning range, from everyday styles to high-fashion products in every size. Zivame.com offers solutions for every stage in a womanâ&#x20AC;&#x2122;s life.
Get Aware
Learn
Understand your unique shape, size and breast profile as we decode your zivame FitCode.
Is push-up right for your frame? And padded? We tell you about exact lingerie styles meant for your profile.
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Explore
Create
Party
Check out a wide range of lingerie and our new arrivals, both at the studio and on our site.
Put together your exclusive lingerie wardrobe and have your chosen styles delivered at home.
Bring your friends together and let your hair down at our one-of-a-kind lingerie party!
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Catchment area of Indiranagar Store Catchment is defined as the sphere of influence from which the retailer is likely to draw its customers. It is the area from where they expect to gather footfalls and run their business. Indiranagar serves as the primary catchment area for this store. Indiranagar is a medium-sized neighbourhood in east Bangalore, Karnataka, India. It is one of Bangaloreâ&#x20AC;&#x2122;s newer areas. It is bounded by the Ulsoor to the west, Domlur to the south, Byappanahalli to the north and Vimanapura to the east. Indiranagar is one of the most expensive localities in Bangalore. Domlur and Koramangala with radial distance of 10 kms becomes the primary and secondary catchment area.
Adress Actoserba Active Wholesale Private Limited #2726, 1st Floor, Lakshmi Narayana Nivas, Off, 80 Feet Rd, Indiranagar, Bangalore - 560038
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Facade of the store A storefront or shopfront is the facade or entryway of a retail store located on the ground floor or street level of a commercial building, typically including one or more display windows. A storefront functions to attract visual attention to a business and its merchandise.
The general guiding principal of excellent storefront design is to keep it simple, and to let the natural architectural elements of your building and storefront speak clearly.
Sinage
Metal Signband: By using just two colors and minimal text, the eye is immediately drawn to the sign.
Transom Sash
If at all possible, do not fill this space with air conditioning unit. It can dip and make the entrance to your store unsightly.
Display WIndow
Let the merchandise speak for itself by leaving the window clear of signs.
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Door
Double-leaved doors with large glass panels in each door leaf.
Door Handle
Entrance Handle Set.
Light
Warm, inviting lighting can entice people down the street.
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Store Plan A well-designed and properly executed store plan can encourage product discovery, create a wonderful experience, and ultimately generate more sales. A decompression zone is give right after the entrance where people coming from outside would “decompress” and adjust to their new surroundings. Because of this, shoppers are typically distracted when they’re in this zone and will likely overlook any products you place here.
The store is divided into zones. When a store understands its customer flow, it’s also able to understand if the placement of its merchandise, or its store layout, is working correctly. Store owners take the information they get from understanding these two and analyze which areas are performing well and which need to be improved.
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2 feet
2 feet
Trial room 1
Storage room
2 feet
Trial room 3
Wall 6
Lounge Area
Wall 4
Wall 2 2 feet
Trial room 2
Wall 3
Wall 5
Wall 1 2 feet
Washroom
Billing Counter
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Customer flow Customer flow is the number and pattern of customers coming into or passing through a store. There are a few ways a store can monitor its customer flow, including time lapse, closed-circuit television, observation, an analysis of purchase data and or even somewhat controversially through your smartphone. Understanding customer flow gives a store manager information on flow patterns, the number of visitors, areas that are highly visited or not visited, as well as other types of customer behavior.
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Trial room 1
Trial room 2
Trial room 3
Storage room
Wall 6
Lounge Area
Wall 4
Wall 2 Wall 3
Washroom
Wall 5
Wall 1
Billing Counter
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Store communication Ambience : A very welcoming atmosphere, classy and sophisticated. A very organized, polished, and bright lighting.
Sound : Jazz music, the innovative riffs, cool tones and complex rhythms can bring natural relief for mind & body.
Light : A right retail lighting which does much more than simply illuminate the space. It sets the mood and atmosphere, guides shoppers to key areas, and provides an overall backdrop for your customer experience.
Smell : Lavender â&#x20AC;&#x201C; The smell of lavender can be described as refreshing, rich, warm, bold, intense, balancing and sweet. This floral scent contains essences of French lavender, begamot and clary sage.
Fixtures : Simple wall fixtures, use of under cabinet task lightitng. FIxtures giving an elegant look to the overall store.
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Lighting Ambient lighting which fills in the gaps between the lighting used to highlight displays, counters, corners, and shelving. The tone of the lightâ&#x20AC;&#x201D; Cool White (3600K and higher). Cooler temperatures impart modern, crisp tone.
Pendant lights : Pendant lights are the ones that are suspended directly from the ceiling. They are used in general over display tables and counters or for the general illumination.
Recessed Lighting Fixture : This type of ceiling fixture is called so because it is recessed into the ceiling, simply put, it is installed above it. It is ideal for ambient, task and accent lighting. It helps highlight certain products or merchandise displays because it focuses the beam of light onto the desired area.
Pendant Lights
Wall Scones
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Fixtures In retail, fixtures refer to any piece of equipment or furniture used to display products. The most common type of fixture are shelves, but there are countless types of fixtures like mannequins, display racks, display cases, stall walls, signage holders, and more.
Round display tables are an easy way to market unique items and inventory in stores and shops. These small tables are great for conserving space and avoiding large, bulky, and unattractive displays. The footprint is minimal, yet the surface area still allows merchandisers to showcase a lot of different inventory.
Use of Mannequins
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4 feet
3 feet
4 feet 5 feet
Round Table display
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Planogram A planogram is usually a single component to more comprehensive visual merchandising documentation. It is by no means the end-all, be-all solution to your visual merchandising needs.Walls in commercial interiors are one of the most important display areas for the sale of merchandise. They play a decisive role in a store’s/brand’s image.
Color blocking : Left to right, bottom to top. When colour blocking it’s important to consider the season – place merchandise from left to right from darkest to lightest during winter and the reverse during summer. For bottom to top, darker items to be placed at the bottom and lighter colours at the top.
Only in the premium segment 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.
All the planaograms be used as directed. The wall 5 is the main wall which is used to display all the merchandise sold by zivame. An elegant look to the wall with cool tone cabinet fixture lighting.
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T-shirt
Strapless
Bralette
Maternity
Sports
Bridal
9 feet
Hipsters
Pretty Back
Minimizer
3.5 feet
3 feet 20 feet
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1 unit = 8 pieces
2.5 feet
9 feet
11 feet
2feet 4.5 feet
4.5 feet
Wall 1
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1 unit = 8 pieces 15 feet
4.5 feet
4.5 feet
Wall 2
4.5 feet
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1 unit = 8 pieces 19 feet
7 feet
4 feet
Wall 5
7 feet
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1 unit = 8 pieces 20 feet
4 feet 9 feet
1.5 feet 4 feet
10 feet
Wall 6
4 feet
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Signage A customer can easily locate the store with the help of a signage. Signboard gives all necessary information about the store. The customer can easily come to know about the products kept at the store without actually bothering anyone. Visual Displays put inside the retail store can actually help the customers to easily locate the merchandise. It is the signboard which actually attracts the customers into the store. The signage should be interesting enough to pull the customers into the store as a retailer canâ&#x20AC;&#x2122;t afford to lose even a single customer.
The signboard should not be too small. End-users might miss a small signage and hence the whole idea of attracting the customers into the store gets nullified.The signboards are an effective medium of communication between the retailer and the customer. The signboard gives the store its unique identity and helps in furthering its brand image.
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Zivame store signboard
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Outdoor Advertising
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In-store Advertising
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Zivame tags
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Zivame carry bag
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In-store advertising In-store advertising makes the store more vivid and generates also additional sales through purchases made by an impulse. On the other hand, the brand gets their products to stand out, and thus to sell better. Where you place in-store advertising is just as important as what you say in in-store advertising. Make sure your displays and signage fit into the showroom layout. Position content so that messages are in the places where shoppers spend the most time in your store, and place it the right distance from shopperâ&#x20AC;&#x2122;s eyes so they can view it properly.
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Staff presentation Provide Personalized Customer Service Customers want in-person service they can’t get online. Customers are more than willing to share their personal data if it helps you provide a better experience. Gather customer data and use it to personalize offers and interactions.
All staff women should follow the dress code on all working days of the store. Never acknowledge one customer over and above another, especially the one in line behind others you do not know. All customers are equal, even if the one at the back of the line is your best, wait until all others have been helped. That’s what makes customer service.
Offer Online/Offline Integration Customers expect a seamless transition between shopping on your website and shopping at the store.
Do not stand behind someone who is looking at product. It’s creepy especially to women. Make eye contact and stand next to them or in front.
Make the Most of Mobile Technology Consumers expect to get mobile offers and coupons on their phones. To keep up with your customers, you need to empower salespeople with mobile technology. With mobile POS capability, the salespeople can process transactions of the sales floor the minute the shopper decides to buy.
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Folding Tuck molded bras inside one another, but do not fold them. Set the first bra into the drawer, towards the back. Place the second bra right in front of the first one, so that the cups from from the first bra nestle into the cups of the second one. Keep adding bras until you run out or until you reach the front of the drawer. Do not fold the bras. Keep them straight. You can close the back straps, however.Donâ&#x20AC;&#x2122;t stack the bras on top of each other. You want to see all of the bras.Molded bras have foam or padded cushioning inside the cup. They are typically wired and have a bowl shape.
Fold non-molded bras in half and stack them. Non-molded bras are flat without any foam or cushioning inside. They include fabric, lace, and sports bras. Close the strap in the back first, then fold the bras in half. Tuck the straps into the fold so that they donâ&#x20AC;&#x2122;t get tangled.
“In the waves of change we find our direction”