INTERNSHIP DOCUMENTATION Central-FLF
An Internship Document submitted in partial fulďŹ lment of the requirement of the curriculum
in
Bachelor of Design in Fashion Communication
Sanjana Shashi Semester-VII Batch 2015-19
Under the guidance of Souvik Bose Associate Professor F&LA Department
National Institute of Fashion Technology Kolkata
DECLARATION I, Sanjana Shashi, hereby declare that the Internship Document submitted towards, partial fulďŹ llment of the requirement of the curriculum for Bachelor of Design-FC, is my original work and no part of the paper has been copied from any other paper or any other work carried by someone else which has been submitted for any other degree/ award. However, any material taken from any other published source has been suitably referred and acknowledged at various places.
Sanjana Shashi Batch: 2015- 19 Semester : VII NIFT Kolkata
Date: 14th September, 2018 Place: NIFT Kolkata
PREFACE
This internship was a platform to implement the theoretical learning at NIFT into practical application. It was a part of the curriculum of the programme of Fashion Communication of B.Des. (Semester 7) in the academic year 2015-2019. I pursued my internship from Central - Fashion Lifestyle Future Ltd. which is a flagship fashion business of
Future Group. This internship helped me understand the functioning of such an industry with an in-depth knowledge of Visual Merchandising. This document includes a systematic compilation of company’s profile, the design process followed by the company, the brief that I followed during the course of my internship in the industry.
ACKNOWLEDGEMENT
I am extremely privileged to have got this all along the completion of my project all that I have done is only due to search supervision and assistance and I will not forget to thank them.
our internal project guide, Mr. Souvik Bose, Associate Professor F&LA Department for his guidance and suggestions during this project work.
I would not forget to remember Mr. Pawan I respect and thank Col. Nagarwal, Chief-VisuSubroto Biswas, (Retd.) al Merchandiser and Director, NIFT Kolkata Experience Designer & Ms. Shreenanda Pal- & Mr. Lokesh Marathe, it, CC-FC & Associate Brand Visual Manager Professor for providing for their encourageme an opportunity to ment and moreover do this industry intern- for their timely supship and understand port and guidance till how the industry works. the completion of the internship. I heartily thank you
COMPLETION CERTIFICATE
1
2
3
Introduction
Visual Merchandising
About the Company
What is VM?
Merchandise Presentation
Store Location
VM Elements
Introduction
Sections
Focus Area
Principles Art of seeing
Contents
4
5
6
Merchandise Presentation Rules (Men’s Section)
Merchandise Presentation Rules (Women’s Section)
Mannequin Styling
Standards to follow
Standards to follow
List of fixtures with capacity
List of fixtures with capacity
Product folding guidelines
Product folding guidelines
7 Docket and signage design Docket Options Signage Options
Men’s section Women’s section
1 Company Profile
About the Company: Central is one of the in-house multi-brand outlets (MBOs) of Future Lifestyle Fashions (FLF). FLF is the flagship fashion business of Future Group. FLF operates more than 300 stores in 90+ cities, occupying 5.7 mn sq ft of retail space and own the market leading brands. From design to distribution, FLF present in every segment of India’s fashion industry.
Vision To be the leading lifestyle fashion company in India by creating exceptional brands and shopping experiences that will bring alive the Indian idiom of fashion.
Mission Future Lifestyle Fashions aims to create a globally recognized fashion organization here in India by bringing alive the Indian idiom of fashion and thus strive to: • • • • •
•
Be the most preferred fashion destination of India Create the most preferred portfolio of fashion brands Be as the most innovative, efficient, and profitable retailer Be the preferred employer in the fashion space Be the trendsetter in Indian fashion through superior understanding of the culture, style code, passion and aspirations of Indian consumers Create happiness for customers, colleagues, business partners and every stakeholder
Store Location
Sections
Ladies Western • • • • • • • •
Elle Chemistry Jealous 21 And Fab Ally Scullers Only Vero Moda
Women’s Ethnic • • • • • • •
Motherearth Ethnicity Morpankh W Biba Ateesha Lovely Lady
Lingere • • • • •
Triumph Enamour Amante Sweet Dreams Jockey
Cosmetics • • • • • •
Maybelline Colorbar Faces Chambour Lakme Beyu
Men’s Casual • • • • • • • •
Levi’s Killer UMM Being Human Pepe Jeans Parx LP Jeans Mufti
Men’s Formals • • • • • • •
Giovani Arrow John Miller Louis Phillipe Scullers Park Avenue Turtle
Footwear • • • • • •
Catwalk Tresmode Allen Solly Nike Ceriz Clarks
Bag • • • • •
Baggit Skybags Lavie Ceriz Caprese
2 Visual Merchandising
What is VM? Visual Merchandising is an art of presenting the merchandise at its best, colour coordinated, accessorized and self explanatory, that educate the customers, create desire and finally argument the selling process it is also known as silent selling. It is a crucial retail strategy that maximises the aesthetics of a product with the intent to increase and maximise sales. A visual merchandiser plays a critical role in the look, feel and culture of a brand. If visual merchandising is done well, it can create awareness whilst simultaneously increasing brand loyalty. The most important function is to draw customers into the shop and close the sale, which is all dependant on the aesthetic quality of your retail display. Possibly the single and most important reason to engage and inspire your customers is to encourage them to buy more of your products, increasing your sales, margin and return on space. This engagement process begins even before they have set foot in the store.
VM Elements
Elements of VM VM elements are generally categories under four headings Store Exterior, Store Layout, Store Interior and Interior Display. Interior Display is the gemba, here we have to make an impact for the customer to provide a convenient shopping experience. There are many factors that go into the success of visual merchandising, this includes the store’s appearance, including everything from: • Lighting • Signage and packaging • Uniform and presentation • Point of sale material and ticketing • Colours, shapes and various textures • When these elements collectively come together to showcase a brand, it deepens the customer experience, leading to a positive shopping experience and increased sales.
Create theatrical effects. Part of any theatrical set are special effects that transcends yet coordinate the other elements. To heighten store excitement and enhance store images, retailers have again borrowed from the theater. ~Michael Levy & Barton A. Weitz
Focus Area
Focus Area of Category VMs in Central Focal Point Where does the viewer’s eye focus on your display? Do their eyes move toward a specific location on the display? Or are they confused about where to look? Create a focal point. It is very important to know the journey of the customer inside the store so that at every intersection find you can make it easy and convenient for your customer to interpret, browse and select. Visual merchandising incorporates where is functions as shown in the chart (given below) with Merchandise presentation being the most important area of focus. The role of category VM in Central lies in the same area by making sure that the Merchandise presentation enables customers to browse silently, comfortable and suggestibly.
3 Merchandise Presentation
Merchandise Presentation refers to the most basic way of presenting merchandise in an orderly, understandable, ‘easy to shop’ and ‘find the product’ format. Any section should always have mix of fixtures used with different Merchandise Presentation techniques like Stacking (folding), Hanging (Face out or Shoulder out), Rolling etc. There are four methods generally used to present merchandise, as given below, • Shoulder-out presentation: The way most garments are hung in home closets with only one side showing from shoulder to bottom. • Face-forward presentation (face-out presentation): Hanging of clothing with the front fully facing the viewer. This should always be done at entrances and aisles. • Rolled presentation: Garments rolled like cylinder and then ket as pyramids. • Stacked presentation: Normal folded garments.
Introduction
There are four major principles of merchandise presentation; they are colour blocking crossmerchandising highlighting Hero product and story telling.
3. Hero Product
1. Color Blocking
Hero products should be displayed at the most prominent point of the section as, • It attracts customer’s attention • It draws traffic inside the section • It represents the brand’s collection highlights
People see colours and buy colours first then style, fit, size price etc. So it is very important to cluster them in a way that it looks attractive and easy to identify. • It sets the mood. • Highlight products • Increases attention and recall powers While colour block your Merchandise, it’s important to follow some patterns • The left to right rule • Top-to-bottom rule (light to dark) • The colour story method
2. Cross Merchandising Cross merchandising is done to help customers, buy the looks • It must be done at every first interaction point of section floor fixture and wall elevation • It must be colour coordinated as per styling rules Cross merchandising helps customer as well as the retail in certain ways, like • It helps customer in quick match and pick up • It saves on customer’s timing • It helps retailers improve their ABV
The hero roduct is either fresh arrival, season highlights, photoshoot merchandiser or trendy merchandise
4. Story Telling Central follows weekly story telling. It is about communicating a theme of the week in the store through complete display which means present your merchandise in a way that best suits the story of the week. • It should communicate some specific message to the customer and retain in customer’s memory through repetition. • Don’t limit visual merchandising themes to winter, spring, summer and autumn. Think about using special events such as father’s day, Valentine’s, festivals and local events • Look for inspiration from the internet, films, books and most importantly other retailers.
Example: When Nike launched a new retail concept in several markets, the Nike Lab, which featured limited editions of never-before-seen products and creative collaborations, so well they could communicate their story by effective VM.
Color Blocking
Cross Merchandising
Hero Product
In collaboration with
Campaign
An ad campaign where Central collaborated with ‘Miss Diva’. A ramp was set in every Central store for the selection for Miss Diva by wildcard entry. It was avery communicative idea and it was a success in case of engaging customers and maintaining the traffic.
Art of Seeing
There are few scientific ways to present the merchandise section for customer’s eye sight. It is important for to understand the science of seeing - How, What and Where your customer is unconsciously paying attention. In this section,there are six basic elements of art of seeing to be focused on:
1. Triangular Balance • • • • •
Create Levels in the display Defines the eye of the picture showcased It creates a boundary to draw the eyes in the center of the display The layout should be balanced with the vertical and horizontal lines Helps in decision making with the focused impact
2. Symmetrical and asymmetrical balance It is very important to ensure that the wall/ unit/ fixtures are balanced. It leads to effective use of space and facilitates communication of the brand identity. Balance can be achieved: • Symmetric balance: achieved by creating a mirror image of garments on both sides of a center line/ dotted line • Asymmetric balance: achieved because of an equal amount of space is filled on either side of a center line/ dotted line
3. Placement of products It is very important for customer to see the merchandise placed as per its nature of usage, to visualize the look of the merchandise on them. So all the merchandise must be placed accordingly • Bag at shoulder height • Footwear at bottom • Belt at waist level • Tops at eye level • Bottoms at waist level • Hats/caps at head level
4. Product zoning Use different methods of displaying the product to break the monotony on wall. • Stacking, • Face out hanging, • Shoulder out hanging
Symmetrical Balance
Asymmetrical Balance
Art of Seeing
4. Use of lights
6. Arena effect
Adequate lighting should be there at the stores to highlight the required area or merchandise or mannequins. Proper lighting is must in the store as: • Light adds life in to the product • Captures a mood • Highlight something
Horizontal Peripheral: It enhances the experience of eye level point like front hangs and cross merchandising on the shelves to grab the attention within fraction of seconds. • The two horizontally set eyes direct a wider and overlapping picture of the view. • The wall panels are further enhanced with the front hang display which should be layered or cross merchandised as per the horizontal peripheral.
Vertical Peripheral: It enhances the better view of complete section from outside the section. So, placement of floor fixtures must be in the order of height, so that all products can be seen easily. • A strong vertical placement is twice as strong as the horizontal and so causes immediate involuntary reaction. • Hence, the placement of nesting tables is followed by browsers and then wall panels.
Utilization of a blank wall in the store. This is other technique to attract customers by styling a look.
4
Merchandise Pres Rules (Men’s)
sentation
Standards to Follow
Rule for Men’s Casual Wear Merchandising Presentation • •
• • • •
• • • • •
Season wise display to be maintained Minimum three and maximum five types of displays to be used on the wall (Sideways, front and stacking etc.) First Merchandise in display on wall or fixture has to be layered Tags must always be hidden inside the button placket/SKU Highlight the detailing of merchandise while displaying Size set to be always follow size wise stacking/hanging in ascending order (Small to Large), from left to right; top to bottom; front to back. If brand wants more numbers of pieces in a stack then repeat fast moving size. Like 7 pieces in a stack then have S, S, M, M, L, Xl, XXL While hanging Bottoms on the rod/rail, S-Hook to be used always Color blocking Light to Dark to be followed - Left to Right or top to Bottom Style the mannequins with the fresh/hero products & coordinated Nesting table needs to be well styled, well-coordinated and communicates well about the brand, story and merchandise.
Over-all look of the brand Being Human which is set up according to the rules for Men’s Casual Wear merchandising presentatiom.
Nesting table needs to be well styled, well-coordinated and communicates well about the brand, story and merchandise
List of Fixtures across Category with Capacity
Folding Techniques
Example of Nesting Table
5
Merchandise Pres Rules (Women’s)
sentation
About the Company:
Standards to follow
Rule for Women’s Wear Merchandising Presentation 1. Use only 2-3 colors on a wall as per your color story 2. Create attractive high points 3. On wall, there needs to be combination of SKD, MnM and Dupattas 4. Nesting table should have MnM new arrival highlights with coordinates. The top shelf should have displayed look of the day. The displayed look should have full size set on 2nd shelf. Like this, there must be 6-8 different style to be available which could be replaced on daily basis. Place signage for price of each item. At the bottom, core kurtas with complete size set are placed. 5. Nesting table needs to be well styled, well-coordinated and communicates well about the brand, story and merchandise 6. On a 4 way browser a) Display MNM – 2-3 styles with complete size set, i.e. 14 to 16 options on one feet arm depending on the size set of the brand and size of arms. b) Display SKD - 2 styles with 4 size set in one feet arm, i.e 8 options 7. 3ft gap across the browser and 3inch gap from the bottom 8. No waterfall arms for 4way browsers, use only straight arm
Combination of SKD on the mannequin highlights the the wall and make the brand look presentable [1,2]
Color Blocking the garments displayed on the I-way. Brand- “Iti“
Well styled nesting table communicating the color story of the band “Hey“ with proper signage. [5]
List of Fixtures across Category with Capacity
6 Mannequin Styling
Mannequin styling is the key element to Visual Merchandising. Focusing on the creative part of the window display and in – store displays and overlook the importance of a well-dressed mannequin. Following are the essentials of mannequin styling: • • • • •
•
Plan each outfit. Use the new stock. Choose the right products. Layar the garments if necessary. Always steam or iron the products. Add accessories. Style the mannequin to complement the display. This will ensure that there is maximum impact on your products. Focus on details.
It is key for up selling products and giving customers an easy shopping experience.
Men’s Section
Women’s Section
7
Docket & Signag Design
ge
Docket Design
Option [1] • Vinyl printed with autumn leaves • Tree painted white • Background: Burgundy • Cut vinyl print on glass • Wooden logs and plastic leaves
Option [2] • Vinyl printed with autumn leaves • Tree painted white • Background: Gradient of Burgundy • Cut vinyl print on glass • Wooden logs colored with shades of autumn
Signage Design
Conclusion
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