V I S UA L M E RC H A N D I S I N G I I I
Submitted by: Shreya Bangard MUM13FC23
AC K N OW L E D G E M E N T
The analysis and design solution (for an event) for The Bombay Store that I have
presented is a part of a subject, Visual Merchandising, which is a part of cirriculum for four semesters in the 4-years Bachelors degree in Communication design at National Institute of Fashion Technology, Mumbai.
I have completed this project under the able guidance and supervision of Ms.
Sushama Saitwal. I’ll be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge that I have received from the Fashion Communcation department towards fruitful and timely completion of this project.
Mere acknowledgment may not redeem the debt I owe to my parents for their
direct/indirect support during the entire course of this project.
I am also thankful to all the staff members of The Bombay Store, Vashi who took
out their precious time and helped me in the project.
CONTENTS INTRODUCTION Vision Mission History Logo Brand personality Product range/ zoning Consumer profile
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ABOUT THE STORE Store location
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STORE LAYOUT Plan Cone of vision Zoning Percentage of space Fixtures Merchandise Circulation Lighting Graphics and signage
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PLANNER
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DESIGN SOLUTION
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SPACE DESIGN SOLUTIONS
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GRAPHIC DESIGN SOLUTIONS
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PLANOGRAM OF A FIXTURE
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I N T ROD U C T ION ABOUT Vision ‘We at The Bombay store endeavour to be the most preferred lifestyle store.’
Mission ‘We would like our customers to “discover a new India” through our innovative range of products reflective of a blend of contemporary and traditional Indian culture.’
Histor y In the early 1900s while India was still under the British rule, one of the strongest manifestations of mass awakening was, the desire to patronize all that was Swadeshi (made in India). Great Indian patriots and businessmen like Lokmanya Tilak, Sir Ratanji Jamshedji Tata amongst others conceived Bombay Swadeshi co-op stores co. ltd, which came into existence on 17th december 1905. It became the first retail organization to be listed on the Bombay stock exchange. In the present age of globalization, the Swadeshi movement has little significance. As the store now caters to an audience with a contemporary mindset, the brand was therefore rechristened in December 1995 as The Bombay Store. With more than 30,000 sq. ft. of shopping bliss and artistically-lit interiors, today the Bombay store operates out of 8 outlets in the high street markets and malls of major cities, with its flagship store at sir p.m. road, Mumbai, admeasuring 10,000 sq. feet and other outlets at Inorbit Malad, Inorbit Vashi, High street phoenix, mg road - Pune, Phoenix market city – Pune, 1 MG road mall - Bangalore and phoenix market city, Whitefield, Bangalore. 7
The Bombay Store is the one shopping destination that comes to the customers mind while looking for lifestyle products that are a perfect blend of contemporary and traditional techniques and art forms. The broad categories that the Bombay store offers are: artefacts, home décor, fashion accessories and wellness. The company continues to focus on the theme of “discover a new India”. A store highly recommended by the travellers’ guide “lonely planet” and rated as one of the best shopping destinations in Mumbai by trip advisor. We have also been awarded the trip advisor ‘certificate of excellence’ consecutively for 2 years - 2013 & 2014. This accolade, which honours hospitality excellence, is given only to establishments that consistently achieve outstanding traveller reviews on tripadvisor, and is extended to qualifying businesses worldwide. Only the top-performing 10 per cent of businesses listed on tripadvisor receive this prestigious award.
Logo:
In 1995, they came up with the elephant motif – a symbol of strength and longevity. After this, they created a sub-brand called The Elephant Company.
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Brand personality: - Old - Iconic - Classic - Indian aesthetics - Local/ street inspired - Colourful
Product range/ zoning: 1. Handicrafts Idols Showpieces 2.
Home and living
Home decor
Kitchen and dining
Furnishings and beddings
Handicrafts Accessories 3. Mementos Magnets
Key chains
Wine and shot glasses
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Mugs Eclectic 4. Fashion Bags
Travel accessories
Jewellery
Men’s accessories
5.
Office accessories
Bookmarks
Diaries and notebooks
Pen stands
Card holders
Mouse pads
Table clocks
6.
Special items promoting the crafts from India
Marble carving items
Softstone items
Marble with kundan items
Marble inlay items
Enamel on copper items
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Consumer profile Target consumers of the store are: (a) Customers with good disposable income (b) Target consumers of the brand fall in the age group of 30-45 (c) Ar t lovers (d) Experimenting customers (e) Blend of traditional and contemporar y taste customers
Basically, The Bombay Store is one shopping destination that comes to the customers mind while looking for lifestyle products. Their mission is to give the customers an experience to discover a new India through their innovative range of products reflective of a blend of contemporar y and traditional Indian Culture.
The Bombay store customers are usually regular and loyal customers because the products available in the store are exquisite and unique from the lot available in the market.
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A B O U T T H E S TO R E Store Location Shop No. 04 A & 04 B, 1st floor, Near Vashi Station, Inorbit Mall VASHI, Navi Mumbai, Maharashtra
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S T O R E L AY O U T Plan
- The layout of the store is a combination of grid layout and free flow layout. - The entire layout seems a little cluttered because of the huge quantity and variety of products available and less space availability. - There is less breathing space.
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Cone of Vision
- The cone of vision was extremely distorted in the store. - Fixtures were placed randomly, completely ignoring the cone of vision of the store. - Distractive cone of vision gave the entire store a very unorganised and informal look.
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Zoning
- The zoning of the entire store was based on presence of different brands at different places and in case of The Bombay Store products, it was based on product categories. - The zoning was very aptly done for the store except the zoning of sale product items; the sale items were casually placed in any space available which made no sense. Sale products should have been placed near the entrance to draw maximum attention of consumers.
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Percentage of space
- The space division of the entire store was approximately 55% negative space and 45% positive space. - The ratio of space division is not proper because less space is given to circulation in comparison to the entire space. - The variety of products available also makes it necesary for more circulation space.
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Fixtures
- Wooden shelves were used as fixtures which added to the brand personality i.e. old and classic. - The fixtures made the quirky and street like products look graceful. - The fixtures gave a raw and environmental friendly feel to the whole place. - One special feature of the fixtures was that each fixture had a drawer at the bottom side, which is used by the store for keeping the inventory. It is very unique and grabs attention. 19
Merchandise
- The entire store appears to be a window when looked from a distance. - The merchandise is properly stacked and placed except the handbags (sale) section. The handbags in this section are haphazardly placed which prevents the customer to buy the products displayed there. - Merchandise like pots, tables, low height sofas were used as fixtures to display other merchandise and to add to the decor of the store.
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Circulation
- The circulation in the store was a little complicated due to presence of too many fixtures as compared to space available. - Also, due to improper zoning, there was no definite circulation pattern. It majorly depended on the attractiveness of the products.
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Lighting
- Yellow lights are used in the entire store which results in creating a lot of drama; it thus complements the brand personality. - The lighting is not very loud and not very subtle, it creates a very rich ambience around. - The lighting gave character to the products displayed which made them look beautiful.
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Signage and graphics
- The graphics used by the store were very simple and reflected Indian character in themselves. - They were placed above the eye level and were huge in size which helped in zoning and circulation. - The signages used by the store had no uniformity; the sale signages were different from the new arrival signages and the special showpiece category had completely different signages. 23
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DE S IG N S O LU T ION Event chosen: World Heritage Day (18th April)
Execution of the event The event will be a part of the CSR activity undertaken by the store. A small workshop will be organised inside the store for 3 weeks (duration of the event). The workshop will focus on promoting the handicrafts of India adding a personal touch to it. The worshop will be conucted in 3 parts; each part will be conducted in a week. Every week one craft will be selected and a workshop will be conducted by the craftsman of the craft, where he/she will assist the customers in making the craft in their own way. 1st week: Pottery 2nd week: Basket weaving 3rd week: Block printing
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S PA C E D E S I G N S O L U T I O N S Changes in store layout
BEFORE AFTER Table that can split up in 4 pieces; logo of the event printed on the table top
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Window display
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Pottery products
Poster displayed on a canvas Wallpaper
kept outside the
Basket weaving product
store to direct the
displayed on a wooden
customers to the
table
workshop
Block printing products displayed on cane furniture
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G R A P H IC DE S IG N S O LU T ION S Logo / identity of the event
The logo of the event comprises of hands; representing the hands of craftsmen in India. The hands are colourful to show happiness and fun. The hand motif is enclosed by orange circles; the colour orange representing the store. The logo can be used as merchandise tags (sticker form).
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Directional ceiling graphics
Ceiling graphics to direct the customer to
Entrance here
the workshop area; print on transparent paper
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Merchandise Graphics
Recycle cardboard/ brown paper will be used to print the merchansise tags designed
Back
Front Carry bags for the event 34
Fixture Signages
The signages designed for the event are inspired by the logo of the event. The signage will be displayed only on the fixtures displaying the products of the workshop. ‘Your Creations’ signage is designed to make customers feel special about the products and give a personal touch to the products.
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P L A N O G R A M OF A F I X T U R E
GANDOLA FIXTURE
POTTERY MERCHANDISE
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BASKET WEAVING MERCHANDISE
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BLOCK PRINTING MERCHANDISE
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