Visual Merchandising Manual // Cinnamon the Store

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CINNAMON It is Subtle. It is Gentle.

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CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMO

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ON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAM

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Bengaluru, Karnataka

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Design & Layout by Saurav Roy Gudied by Radika Poddar

All rights reserved under international copyrights conventions 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 i writing from the publisher.

CINNAMON

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CINNAMON It is Subtle. It is Gentle.

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Table of Contents Page

Section 01

About the Brand

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History of Brand

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Brand Portfolio

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Customer Profile & Product Range

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Design Philosophy & Brand Positioning

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Segmentation & Usage

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Organisation Struture & In Store Commuincation

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Store layout & Zoning

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Arena principle

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CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMO

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Plannograms

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Colour Display /Colour Blocking

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Logo Construction & Clearspace

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Typography

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Customized Grid Layouts

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Customized Signage

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Fixtures

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Customized Stationery

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Packaging & Promotional Material

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ON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAM

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01

About the Brand: Cinnamon the Store It is Subtle. It is Gentle.

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About the Brand: Cinnamon the Store Its appearance is unassuming yet its taste distinctive.

It is Subtle. It is Gentle.

Tucked away in a beautiful quaint colonial bungalow, and yet located in the heart of Bangalore city, Cinnamon is a one-stop destination

for lifestyle products. Stocking a range of designers including Vivek Narang, Mallika Mathur, Shades of India, Sunita Shanker, Pero, Aavaran, Khoj, Aikeyah,Eka,Amrich, Mukul Goyal, amongst many others. The store’s collection emphasises Indian design with a large selection of unique quality merchandise.

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History of Brand: Cinnamon the Store It is Subtle. It is Gentle.

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History of the Brand: Cinnamon the Store It is deliberately and strikingly, however, not a store for conventional Indian ethnic products. Catering to a distinct aesthetic subjectivity, and traditional forms and artistic practices are reimagined and recontextualised with a contemporary twist. This marriage between the vintage and the modern extends beyond the merchandise to the very space itself - a historical building that was constructed in the

last leg of the nineteenth century, its reconstruction and renovation were undertaken with great care. Retaining much of the original structure and material, Cinnamon creates an organic transformation between the old and the new that effortlessly translates into its collection as well.

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Brand Portfolio: Cinnamon the Store It is Subtle. It is Gentle.

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Brand Portfolio: Cinnamon the Store Cinnamon offers beautiful prêt clothing and home decor if you’re looking to step out of Bangalore without ever really leaving. Check out their boutiques-filled courtyard if you’re looking to be spoiled for choice — from kidswear to designer wear.

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Customer Profile & Product Range It is Subtle. It is Gentle.

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Customer Profile & Product Range Designed as a multi-store complex, Cinnamon currently houses collections from Jason Cherian, Rasa, Almirah, Meghana, Sartorial ,Lajjoo, Rang, Sacred Lotus, Sanchita Ajampur, and PUDU, with a view to expand and eventually include a cafe as well.

They carry a selection of well-curated clothing: cotton and silk dresses, tops, jackets, saris, scarves and palazzo pants, in hues of indigo to bold block prints.

They also have a wonderful range of trendy home decor, from kitchenware to upholstery for the living room and your bedroom.

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Design Philosophy & Brand Positioning It is Subtle. It is Gentle.

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Design Philosophy I started the store in 1999. The concept was to sell stuff that I would like to buy.

I still follow that basis when I source for the store.- Radhika Poddar Its appearance is unassuming yet its taste distinctive.

It is subtle. It is gentle.

Lifestyle boutique stores are those that offer a variety of products to peruse.

From household items to clothes to trinkets to accessories to some furniture even!

Brand Positioning

Quantity

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Based on the analysis of price and quality of merchandise the stores have to offer, Cinnamon the Store is a level below Collage which has brands at a premium price and The Collective is above the other two brands.

Price

The Collectives Cinnamon the Store Collage

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The Collectives : The Collective is a one of its kind, super-premium retail concept, known for its breadth of exclusive fashion. With over 100 of the world’s best fashion brands under one roof, this unique lifestyle store offers all connoisseurs a unique point of view on each individual’s own personal style.

Collage : The store focuses on promoting the new and the unusual with its collections of contemporary clothing and accessories by young designers. The clothes are minimal yet innovative in their pattern making techniques and are often quirky in style. The accessories on display have been chosen to complement the clothes.

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Segmentation & Usage It is Subtle. It is Gentle.

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Segmentation & Usage Cinnamon carry a selection of wellcurated clothing: cotton and silk dresses, tops, jackets, saris, scarves and palazzo pants, They have pret port collection (Casual) They also have home decore, furniture, and well assorted and curated collections.

The store has given space to all the featured brands along with well lit ambiance.

Also, have well spaced and planned layout. The courtyard space has the designer’s store & Cafe. The space has been planned and well madeout.

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The Courtyard

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Organisation Struture & In Store Commuincation It is Subtle. It is Gentle.

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Organisation Struture & Store Commuincation The organisation structure of the store of short, simple and uni-directional.

Headed by Co-Owner Ms Radhika Poddar. Then a handful of the staffs along with one store Manager.

The in-store communication is not great or does not have any sort of signages inside the store. Which might be a hindrance in understanding the assortment, for some customers.

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Radhika Poddar (Co-Owner)

Abhishek Poddar (Co-Owner)

Store manager

Accounts/ Managerial Staff

Store Staff

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Store Commuincation Light: Lighting was well-done none of the corner where dark or unlit. Warm light was used throughout the store.

Ambience: Classy atmosphere - a sophistication associated with the store Sound; Indian Classical Instrumental, Country music Smell: Very ethnic, walm and pleasant smell throuhout the store.

Fixtures: Simple frame fixtures dominate, for clothing, fixtures are made with wood and acrylic has been used with the light inside.

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In side Store

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Store layout & Zoning It is Subtle. It is Gentle.

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Store layout& Zoning The clearer the store layout appears to the customer, the fewer sales staff are necessary, as the customer will find what he is looking for or is invited to make a purchase by special displays.

Merchandise which should appeal to a large number of customers is positioned in the centre or front of the retail space and is clearly visible.

Stairs and lifts present a barrier, so top-selling merchandise (offers, new collections) should be displayed on the ground floor. The busiest areas are the store entrance, pathways and areas to the customer’s right. Less

frequented areas are middle aisles, areas to the customer’s left and upper and lower floors Entrance zones and POS zones should be generously sized to avoid constriction. The main pathways should be approx. 1.5 – 2 m wide, side aisles at least 0.8 m (between the merchandise). An instore guidance system helps the customer find his way around the store. Depending on the size/layout of the store, the pathway should ideally be designed as a loop or a succession of loops. Customers can thus discover all the areas of the store.

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When furnishing the store – particularly the right-hand side of the pathway and the rear wall – it is important that the customer has a good overall view of the retail space thanks to an appropriate layout of display units and is continuously attracted to appealing displays, offers and focal points that will surprise him and inspire a purchase.

The pathway is designed as a loop or a series of loops depending on the size of the store.

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Zoning

Present Layout

Home Decor Design Accessoires Fashion

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09 Arena principle It is Subtle. It is Gentle.

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Arena principle This 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 customer’s field of vision is structured into different layers within the store – 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-in-shops, large stores and in department stores. If the arena principle is respected, the customer can spot the product ranges displayed at each level, right to the back of the store, from the main pathway. It gives the customer a good overview and draws him into the store.

Layers within the store interior: • Height of furniture directly next to the main pathway: 1.00 to 1.20 metres • Height of furniture in the centre: 1.40 to 1.60 metres • Back wall elements: up to 2.60 metres in height

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Table displays and tiered tables are ideal for displaying folded and standing items at the front of the store. People generally find tables very inviting and they serve as a focal attraction for assorted product displays and decorative elements.

Stands and gondolas for hanging and, in some cases, folded merchandise are used in the centre of the store. They can also be used selectively for promotional displays in addition to tables.

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The back wall display is also visible above medium height stands and gondolas. The top zone is ideal for informative and decorative elements with a long range effect, It provides information on the type of merchandise on display there and entices customers to the rear of the store.

Display offers numerous systems for all three functional levels – from tables/ tiered tables to mid-floor stands and gondolas to variable wall units

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10 Plannograms It is Subtle. It is Gentle.

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Plannograms 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. Walls are generally used intensively for display purposes. Only in the premium segment is a small quantity of merchandise used to express exclusivity. 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.

The back wall can be divided into three functional zones: The top zone is used for information purposes. As this zone is visible above mid-floor elements, the consumer can see what can be found on

the wall or in this department. The area should therefore be used for department/brand labelling, for image/brand photos or decorative purposes. Attractive pictures and interesting decorative elements have a magnetic effect, drawing customers to the distant back wall.

Good lighting in this wall section is, therefore, also particularly important.

The middle zone shows the merchandise theme. The merchandise display is already identifiable as the consumer approaches – this is decisive when it comes to inciting consumers to look and linger. The type, shape, colour and material of the item must be visible. With textiles, front displays and folded items have a stronger and more appealing effect than side hanging displays; items are more

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Technical Drawing

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easily identifiable and distinguishable in this manner. Identical items (in different sizes) should be hung one behind the other or placed on top of each other. It is also essential that items in the middle zone are hung at an 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 front of the wall when intensive use is made of th surface. Here the consumer can choose from different models, versions, sizes and prices. Side hanging displays are a space-saving option in the textile sector, enabling the display of a large quantity of merchandise and conveying the impression of an extensive choice.

Varied merchandising techniques

should however be used. Alternating between front and side hanging displays, between different items and colours demonstrates choice and variety, inciting curiosity and avoiding boredom.

A varied display requires a range of different merchandise supports. They are essential for creating different decors and display options at all three levels. The Visplay product range includes a wide range of panel systems with an extensive choice of merchandise supports and accessories so that each display level can be continuously redesigned.

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Free hand Render

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3D Rendering

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3D Rendering

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3D Rendering

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3D Rendering

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3D Rendering

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Colour Display / Colour Blocking It is Subtle. It is Gentle.

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Colour Display / Colour Blocking Merchandise must be grouped according to colour whatever the type of display, even in hosiery and accessory sectors. This guarantees an orderly overview of the sales floor.

Colours should be displayed in vertical blocks, particularly on a rear wall, both with folded and hanging merchandise.

The customer will be able to see the

available colours from a distance and locate the one he is looking for. Sizes can be arranged horizontally.

Display systems can create countless striking visual displays with front hanging, side hanging and folded/ standing merchandise.

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Colour Display / Colour Blocking

Options for matching and understanding the colour blocking method

Display according to colours in a hosiery department. Colours are aligned vertically for long-distance visibility, sizes are arranged horizontally.

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Logo Construction & Clearspace It is Subtle. It is Gentle.

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Logo Construction & Clearspace

Variations

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DO’s and DONT’s WHAT TO AND NOT TO DO WHEN USING THE CINNAMON LOGO

Always use the logo in its original proportions.

It should never be scale horizontally or vertically only.

Always use the logo in the mentioned colours only.

If not possible due to the background being the same or similar colour, use it in 70% Hue. Never use it in white or in colour unless used for a special program that states otherwise.

Always respect the proportions between the Cinnamon letters and the holding Device.

Always either fill the space with the CINNAMON logo or leave enough space around for it to breathe.

In other words, don’t put the box in a box.

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DO’s and DONT’s

C INNAMON C INNAMON

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CINNAMON C INNAMON

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13 Typography It is Subtle. It is Gentle.

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Typography Typography hierarchy is another form of visual hierarchy, a sub- hierarchy per se in an overall design project.

Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates a contrast between elements.

There are a variety of ways you can create a sense of hierarchy.

Here are some of the most common techniques for Design layouts.

Primary Font Secondary Font Font Hierarchy

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M O N T S E R R AT The old posters and signs in the traditional Montserrat neighbourhood of Buenos Aires inspired Julieta to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century.

As urban development changes that place, it will never return to

its original form and loses forever the designs that are so special and unique. The old typographies and canopies are irretrievable when they are replaced. The letters that inspired this project have work, dedication, care, colour, contrast, light and life, day and night! These are the types that make the city look so beautiful

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Primary Font Montserrat

Bold

abcdefghijklmnopqurstuvwxyz ABCDEFGHIJKLMNOPQURSTVWXYZ abcdefghijklmnopqurstuvwxyz

Bold

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N E X A Nexa family includes 16 font styles & weights.

The font family is characterised by excellent legibility in both- web and print design areas. well-finished geometric designs optimised kerning etc. Nexa is most suitable for headlines of all sizes as well as for text blocks that come

in both maximum and minimum variations the font styles are the application for any type of graphic design- web print, motion etc. and perfect for Logos, posters

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Primary Font Nexa

Bold

abcdefghijklmnopqurstuvwxyz ABCDEFGHIJKLMNOPQURSTVWXYZ abcdefghijklmnopqurstuvwxyz

Bold

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Primary Colour Usage: Cinnamon the Store has two Primary Colour, Red, Grey. The Colours have become recognisable identification for the Brand.

Primary Colour

Primary Colour

Colour Code

Colour Code

CMYK 15, 90,80,05

CMYK 60, 55,50,25

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C73D3C

Colour Tones 100%

80%

60%

Use them as the dominant colour palette for all the internal and external visual presentation of the brand.

40%

Colour Tones 100%

Colour Gradents

615D60

80%

60%

40% Colour Gradents

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Secondary Colour Usage: The Secondary Colours are complementary colours to the Primary Colours but are not the recognible identification of the Brand.

80%

Use them with the acccent tones of the Primary Colours.

60%

40%

Colour Code

CMYK 30, 10,20,0

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B2CBC8

Colour Code

CMYK 10, 20,20,00

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E2C9C0

Colour Code

CMYK 20, 20,30,00

#

CCC1AF

Colour Code

CMYK 40, 30,20,00

#

9DA4B4

Colour Code

CMYK 30, 15,45,00

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B7C199

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Customized Grid Layouts It is Subtle. It is Gentle.

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Cinnamon the Store Customized Grid Layouts

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Cinnamon the Store Customized Grid Layouts

Th i s shows an approved layout with a typography grid for an A Size posters for Cinnamon the Store.

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Cinnamon The Store Customized Grid

Example Laptop Desktop Version

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iPad Mobile Phone

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Customized Signage It is Subtle. It is Gentle.

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Usage: Ideal Usage Dimensions 1.5 feet (18 inches). Dimensions could be altered according to the demand of the situation. Scaling should be kept in mind.

Accessory

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Cinnamon CinnamonThe TheStore Store Customized CustomizedSignage Signage

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Usage: Ideal Usage Dimensions 3.5 feet x 2.5 feet (42 inches x 24 inches).

Dimensions could be altered according to the demand of the situation.

Scaling should be kept in mind.

Accessory

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Cinnamon The Store Customized Signage In store Signage

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Cinnamon The Store Tags and Ticket

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Cinnamon The Store Facade Signage and Light

Proposed Facade Sigange and Backlit lighting.

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16 Fixtures It is Subtle. It is Gentle.

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Fixtures The mid-floor area should be designed to match the style and shape of the wall units. The merchandise display in mid-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 mid-floor sales area. Display tables stand systems and gondolas are the traditional display units most commonly use in midfloor. Display offers a 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 themes. Tables of different sizes or special tiered tables can create a

rich variety of displays. Tiers are ideal for different sizes, colours or models.

Busts and interesting flat displays increase the customer’s attention.

Presentations on table stands (e.g. small items such as accessories) highlight the merchandise and give it greater exposure.

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 reserved for special sale offers or the latest seasonal goods. Other versions are single stands and bars (also double bars)– these are simple, straight stands which display garments in one or two directions. Cross stands or waterfall stands are also available and present

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merchandise at a 90° angle in all four directions. Depending on the stand version, extension arms can be extended in fixed increments or on a continuous basis. Thanks to this range of heights, they can support a variety of different sized items in an exciting display. Whatever the type of stand, it can present style and colour themes, combinations of product ranges or simply the same item in different sizes and colours. Hanging several identical items side by side in ascending size order guarantees orderly presentation. Sign holders can be placed in the centre or on uprights for information or decoration.

Gondolas are larger mid-floor units which can carry merchandise on two or three sides. Wooden or glass partitions are used to create a better

optical separation. Folded items usually feature alongside front or side-hanging merchandise, so that a complete theme can be displayed in. accessories. Colours are aligned in horizontal or vertical blocks to create a harmonious overall visual effect.

The larger the sales floor, the greater the need for a clear layout and structure in midfloor. In a small area, a table and a few display stands to suffice and can be adapted to the product range and theme. However, in a large sales interior with large amounts of display furniture, it is important that the mid-floor area is well structured.

This guarantees the customer a good overview of the products and ensures he can find his way easily round the store.

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CINNAMON Existing Fixture

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Technical Drawing

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Technical Drawing

Free hand Render

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3D Rendering

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3D Rendering

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3D Rendering

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3D Rendering

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3D Rendering

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Technical Drawing

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3D Rendering

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3D Rendering

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3D Rendering

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3D Rendering

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3D Rendering

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Customized Stationery It is Subtle. It is Gentle.

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The Company Letterhead

Dimensions 210 x 297 mm Quality 20 + GSM Executive Bond Print Mode CMYK

Explanation:

Usage:

This shows the approved layouts with the primary elememts of the Cinnamon Store stationery system for the letterhead.

The letterhead will be used for all official communication that is going out of Cinnamon Store.

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The Company Envelope Explanation: This shows the approved layout with the primary elements of the Cinnamon Store stationery system for envelope.

Explanation: This shows the approved layout with the primary elements of the Cinnamon Store stationery system for Busniess Card..

Usage: The Business cards will be used for all offical conatc and communication of Cinnamon Store. Insert the Cinnamon Store Letterhead and send your documents throughout the world.

Dimensions 297 x 220 mm Quality 120 GSM

Dimensions 88.9 x 50.8 mm Quality 220 + GSM

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Packaging & Promotional Material It is Subtle. It is Gentle.

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Packaging & Promotional Material Promotions are short-term measures organized at the POS to boost sales. A distinction can be made between price promotions (e.g. special offers, coupons, loyalty discounts) and non-price promotions (e.g. consumer magazines, flyers, printed supplements, competitions).

Several tools are generally used simultaneously.

Promotions are also often planned and financed by manufacturers and retailers together.

Sales promotions can be held at any time and involve numerous themes.

Cultural and social topics or official

events are also ideal opportunities for attracting attention, drawing customers and demonstrating the retailer’s special range. Targeted sale of discontinued goods and excess stock is another perfect occasion. Clearance sales or end of season sales (spring/ summer and autumn/winter) are also essential, particularly in fashion retail and department stores. They enable the retailer to create space for the coming season’s merchandise whilst clearing stock. For the consumer, it is the ideal time to do some bargain shopping

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Store Accessories

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These are by no means all the ways to make your displays your silent salesperson but they form a foundation that any retailer or small business can use to bump sales.

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Things to keep in mind Aim for harmonious balance, balancing the left and right sides of a window; a display; a store layout.

Avoid clutter and keep it simple.

Position the merchandise ‘face out’ or ‘side out’ – not at ‘ditsy’ angles.

Remember the housekeeping. Keep it dust-free and it will look newer. All customers want new merchandise.

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Bengaluru, Karnataka

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CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMO

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ON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAMON CINNAM

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CINNAMON