NIFT Delhi Graduation Project- Clovia Space Design by Krishna Raj

SUGGESTING MEASURES FOR BALANCING BRAND IMAGE AND SPACE PLANNING FOR OPTIMUM UTILISATION OF SPACE ACROSS DIFFERENT STORE SIZES WITH A NEW APPROACH FOR A NEW STORE

KRISHNA KUMAR (2016-2020)

DEPARTMENT OF FASHION COMMUNICATION NATIONAL INSTITUTE OF FASHION TECHNOLOGY, NEW DELHI

Graduation Project Report Suggesting measures for balancing brand image and space planning for optimum utilization of space across different store asizes with a new approach for a new store.

Department of Fashion Communication National Institute of Fashion Technology New Delhi

Copyright © 2020 Department of Fashion Communication National Institute of Fashion Technology All rights reserved No part of this document or related files may be produced or transmitted in any form by any means (electronic, photocopying, recording or otherwise ) without prior written permission of the Department/ Student author. (I, Krishna Kumar hereby declare that the project entitled Suggesting measures for balancing brand image and space planning for optimum utilization of space across different store sizes with a new approach for a new store. , is my original work and no part has been copied from any source. However, any material taken from any other published source has been suitably referred and acknowledged in this document.) Krishna Kumar

Krishna Kumar Bachelor of Fashion Communication 2020

ACKNOWLEDGEMENT

I owe a huge thanks to many people who helped and supported me during my entire Graduation Project. I am using this opportunity to express my deepest gratitude and special thanks to my industry mentor Mr. Munish Chopra (Visual Merchandising Head), who despite being extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my project at their esteemed organization. My deepest sense of gratitude to Miss Ashima for their careful and precious guidance which was extremely valuable for my study both theoretically and practically. I also would like to express my deepest thanks to my faculty mentor Mrs. Pika Gupta, Internal jury members Mrs. Lavina Bhaskar, Mr. Vishesh Azad, and Mr. Anupam jain for taking part in useful decisions & giving necessary advice and guidance. I choose this moment to acknowledge their contribution to gratefully. I would like to thanks all the Clovia Stores management team and other peoples whose names I am not able to mention here, without whom I could not have successfully realized this project. I perceive this opportunity as a milestone in my career development. I will strive to use the gained skills and knowledge in the best possible way to attain desired career objectives.

National Institute of Fashion Technology Certificate of Authorship and Originality I, Krishna Kumar ,Son of Mr. Arjun Pd Gupta, a bonafide graduating student with Roll No-BD/16/359 of NIFT New Delhi campus, hereby certify that the work in this Graduation Research Project Report with title- Suggesting measures for balancing brand image and space planning for optimum utilisation of space across different store sizes with a new approach for a new store. dated 15/07/2020, submitted by me for the partial fulfillment of the UG degree in B.Des.(Fashion Communication), Batch 2016-2020, has neither previously submitted for a degree / diploma nor has it been submitted as a part of requirements for a degree/diploma by self or anyone else, except as fully acknowledged within the text of this report. I also certify that the report has been originally and completely authored by me under the supervision/guidance of my project guide/mentors allotted by the Institute/ Industry. Any help that I have received in my design / research project / dissertation and the preparation of the same has been acknowledged. In addition, I certify that all the creative and research works / intellectual content presented in this document are original and all information/data sources- textual, numerical and visual nature, other literature used are indicated and due credit has been given in the report.

Certified by:

Signature & Name- Krishna Kumar (of the Student) Department : Fashion Communication Date: 15/07/2020 Place: Araria, Bihar

Verified by:

Signature & Name (Of the Faculty Mentor) Date: ________ Place: ________

• The qualitative research involves - describing specific situations using research like Surveys, interviews, and observations, • while the quantitative method are used for quantifiable data involving numbers, consumer surveys. The primary data was obtained from interaction with the buyers, store staff, surveying customers and store visits while the secondary data was obtained through company data like merchandise allocation in each store, and merchandise classification sheet from the website. The purpose of the project was to first understand the brand image and how it perceives by a customer in terms of space and visual design aspects and also to study the spaces, planogram, and space utilisation of the stores in the Delhi region. Following the finding and data analysis, critical issues during store VM evaluation were identified which highlighted in the report and also suggested measures to fill the gaps in the offering. It was found out that few categories like sports and nightwear sections are de-growing and retail space was under utilized for the sections. The suggestions made included: • Increase the space utilisation of the stores by improving plans of the store and attractive displays & store communications- signage to display the merchandise. •Analysing space and designing planograms for problematic categories and for traffic movement. • Understanding the brand and projecting as a redesigned new store with all improvements and suggestions. The conclusion made was that although the company is performing well and contributing in the market , all the categories to be highlighted by incorporating the latest trends in the store, organising window display, in-store VM, and efficiently designing the planograms, spaces for different categories to avoid the analysed issues. Also by effective brand space management for the analysed issue can be solved through the suggested way so that the brand image can be maintained and de-growing and negative brand image perception could be avoided.

EXECUTIVE SUMMARY

The project is about Suggesting Measure For Balancing Brand Image & the Space Planning for optimum utilisation of space across Clovia's different store sizes With New Design Approach For New Store‘‘ is an exploratory study taking an in-depth analysis of the visual merchandising process for Clovia. This report aims at highlighting the difference between planned and actual product quantity, space utilisation, customer research, & brand image. The research methods used are a combination of qualitative & quantitative research.

CONTENT

11 ABOUT THE COMPANY 13 ABOUT THE BRAND CLOVIA 23 PROJECT UNDERTAKEN Yellow Worldwide, Foil Enterprises

Introduction, USP, STP, working process, Swot analysis

Project brief and methodology

RESEARCH & ANALYSIS

27 DESIGN LANGUAGE OF BRAND 35 ABOUT THE CUSTOMERS 37 BRAND IMAGE AND SURVEY 47 BRAND COMPETITORS In terms of Store Interior & Exterior

About the customer, demographics

Brand image, survey, how customers perceive it

About Pretty Secrets, Zivame, Amante, Enamor

57 BRAND STORE VISIT 63

BUYING BEHAVIOUR SURVEYS

Buying behaviour surveys based on the Visual merchandise

Brand Store visit and Store Vm evaluations

SUGGESTIONS & DESIGNS

87 SPRING WINDOW DISPLAY DESIGN 95 STORE EVALUATIONS REPORT 103 SPACE PLANNING VM GUIDELINES/VM MANUAL 121 PARAMETERS FOR NEW DESIGN 125 LEARNINGS & REFRENCES 133 Design and execution

Evaluations report and suggestions presentations

Interior space planning, layout, and planogram suggestions

Based on the research and vm evalutions.

STORE

Parameters to be considered for opening a new store.

Deodar Marg, Block A, Sector 26A, Gurugram, Haryana 122002

Yellow worldwide is a design firm Specialists in human factors, psychology, business, marketing & retail. Providing full service consulting, Design, and Advertising solutions for brand/product. The company Believes 'Work, Works' and company’s mandate is to 'Make it, Say it, Do it . . . Better' by design.

About the company

Foil Enterprises, Design Cell- Yellow Worldwide

The company Helps Companies and Brands Grow through design thinking and human-centered solutions. Backed with Astute Marketing, Strategy, and Effective Advertising & Communication Campaigns holistically providing 360-degree Experience. They Design both Physical (retail, interiors, product, packaging, VM) & Virtual (Graphic, Print, Advertising, Digital Marketing) Spaces and do Strategic Design Consulting & outsourced marketing communication management and executions for our customers too. Served Various National and International Brands (Levis, Lee Cooper, Numero Uno, SG Cricket, Jagdish Store, Spread Spain, Clovia, F&F, Cantabil, Singh Beverages, etc..)

It’s the first to go on and the very last to come off and in between, it slips into many roles. Yes honey we are talking about your most intimate supporter – Your Lingerie!

Apparel

Founded Founder Co-Founders:

February 1, 2013 Noida, Uttar Pradesh, India Neha Kant & Pankaj Vermani Suman Chowdhury & Aditya Chaturvedi

Headquarters Area served

Sector 6, Noida Uttar Pradesh, India India

Important people

Neha Kant, Pankaj Vermani(CEO ) Aditya Chaturvedi(CTO) ,Suman Chowdhury, Women underwear (inner wear), lingerie, shape wear, swimwear, beachwear, gift sets, sleepwear, lounge-wear.

Products Parent Website

About the Brand Clovia

Industry

Purple Panda Fashions Pvt. Ltd. https//: www.Clovia.com

The company offer a wide variety of bras, briefs, and nightwear which are high on style and comfort both. "Re-defining under fashion categories'' and ''comfortable need not be boring'' Clovia believed. The brand designs, manufacture and market its range of premium nightwear & innerwear.. The brand is Growing almost 100% every quarter, the brand is now listed among the top few lingerie players in a short span of its launch in 2013. Clovia's team is a mix of young and restless minds who constantly pushing the limits and expanding the horizon to new product categories, sales methods, customer experiences, and in new places. Besides selling through its online store https//:www.clovia.com, the Clovia products are also available in some of the top e-retailers in the country.

USP of the Brand

Clovia’s USP is in the products which are stylish and comfortable at the same time. They offer solution-based lingerie that helps you look great in all your outfits. They believe that comfortable lingerie need not be boring and therefore, their designs are very youthful. The launch over 250 styles every month so a customer has something new every week.

Why the name clovia?

Clovia was earlier called MoodsOfCloe. It was later renamed Clovia for future strategy and product roadmap. Idea was to have a fun name of a fashion-conscious girl, wanted to pamper herself, and was extremely aware of her wellbeing. So, now we look forward to each of our customers finding a little bit of Clovia in them!

How is clovia different from other brands ?

While most of the online lingerie stores are aggregators for different intimate wear brands, Clovia designs and manufactures its products. They have an inhouse designing team that helps them innovate products that are high on style and ultimate in comfort. They import fabrics, laces and satins from different parts of the world, but everything is manufactured in India. Clovia’s USP is the variety of solutions and styles that they offer to the customers. They launch 200+ styles per month and more than 75% of their inventory is less than 30 days old. For them, smart management of inventory is achieved through smart technology. Clovia runs as an amalgamation of fashion and technology, it has proprietary algorithms that help them gauge the customer purchase pattern on the website and track their feedbacks fast. It helps them to know which product, design, color are being favoured more and also more importantly, which products have high satisfaction score after customer has used them. This helps Clovia remain relevant for their customers with an in-house designing team and sourcing team, Clovia produces its products with imported fabrics, laces, and satins. Their manufacturing is out sourced but as firm believer of Make in India campaign; all their products are manufactured in the country.

Working process of Space design in Clovia

Space design in Clovia holds utmost importance, for Clovia it’s stores are the meeting point with their customer because of the store location in the market, just like it has chosen good location in Delhi’s where the footfalls are very high, so that it can fulfil the mass market needs. It set up its store in the Delhi almost every location so that it can meet with the requirement. The brand offer best of everything , from most fashionable and trendiest lingerie's in affordable prices , best store location for convenient shopping experience or customer services to its customers. Clovia being an Indian brand most of its window display, interior and new store designs design and executed by yellow world wide. Final Visual merchandising process decisions are taken in the Clovia’s headquarter and then conveyed further to all the Clovia stores, so that there is uniformity and standardization all over the stores. Visual merchandising – Window displays, Store Designs etc. process in Clovia is majorly conducted in three steps first the company send the requirement and design brief to the Yellow Worldwide(YWW), head designer and then the brief pass ahead to the designer. Once the designs is ready and approved by Clovia then comes the time to plan delivery. YWW take the responsibility of the execution most accurately and attractively. which is the final step in the Clovia visual merchandising process.

Segmentation, Targeting and Positioning

Market segmentation means grouping the market into various segments that have common needs or will respond similarly to a marketing action plan. There are four types of segmentations ; Demographic , Psychographic , Behavioural and Geographical . In demographic we can say that our customer are women , that are of age 18-45 years and are from middle class to upper class In psychographic , we can say that our consumers are fashionable , they are experimenters . Behavioural , would make Occasional, fitness purchases Geographical , stores are setup in most locations of urban areas therefore , targeting people who reside in urban areas. Target Market consist set of buyers that share common need that the company decides to serve . There are 4 types of markets : mass / undifferentiated market , differentiated market , segmented market and niche market. Clovia operates in segmented market , like it caters to the needs and preferences of those people who are female and in age of 18-45, fashion conscious , have a mid-range income , Middle and upper class customers and reside in urban areas. Positioning means the image of the brand that customers have in their mind . So, Clovia has positioned itself in the minds of its consumer in such a way that its for the customers who want wide range of product range under one roof, Clovia also provides offers and gifts occasionally products at lower prices to accommodate their #underfashion needs. New customer acquisition is very high.

Swot Ananlysis of Clovia

The brand has an unprecedented force in the Indian retail industry with its in-house ability of getting new designs from the sketchpad to the store floor almost every weeks. The brand does an outstanding job in appealing to a broad target market of women ages 18-45 by offering an array of high fashioned items at affordable prices. The brand provides offers, gifts to the customer. It also poses private mode and consulting services to their customers The company’s deals in #underfashion category but it have less variety and narrow product category then the competitor brands. Competitor brand are threats to Clovia because of delivery, as Clovia poses offers and gifting which further establishes its customer consistency. Perhaps, the most intriguing attribute of Clovia is the pricing but it also result into low quality products. Clovia have multiple retail stores in India and it is also expanding internationally with multiple tie ups. It launched the shopping version of Clovia.com in India and also . This made Clovia fashions available to parts of the nation that lacked the company’s brick and mortar presence . Aesthetically, the website is good. It is easy on the eye and offers the right amount of flash that enhances the online shopping experience without causing difficulty for the consumer’s navigation.

Strength

Offers Pricing Private mode Consulting service

Opportunities

Retail stores International expansion Tie ups

Weakness

Less variety Delay in delivery Low quality products

Threats

Deliveries Narrow product category Competitors

PROJECT

Project undertaken

To study and proposal of Solutions for balancing brand image and space planning for optimum utilization of space across different store sizes with the proper design approach for new store in terms of space design-Visual merchandising, Store plans, Layouts, Planogram and others visual elements in the store with the approach to add value to the brand and increase participation of the Target segment.

Designing the brand space design and considered the parameters for opening a new store according to the brand image projection and market perception. It is not something that can start from books or online resources. Ground research is required. It is about understanding target segments' psychology and also see the brand space through the customer's eyes before a designer so that the proper approach of brand space design and methodology can be formulated. The research and implementation are about getting the right balance between brand projection and customer acceptance. The design approach of the space required a better understanding of the Image projection so that the customer feels greater experience and it will help to engage them. The project involves research on the existing store's spaces and Proposal of designs and parameters consideration the brand store.

Methodology

Primary research: It will involve questionnaires and surveys for target customers. Visiting the stores, experiencing customer views, interaction with the store staff, and analysis. Study of the existing brand stores Spaces-layouts, windows display, lighting, fixtures, and props.

Secondary research: Will involve secondary research about the brand, Brand Image, Competitors. Data will be also collected through the merchandise allocation sheet, product classification sheet from Brand’s website, and app.

Project is devided into two parts Project part 1- Research & Analysis Project part 2- Suggestions & Design

PROJECT DETAILS Project part 1- Research & Analysis 1.1 Design language of Brand/Store Design Analysis 1.2 About the customers 1.3 Brand image /Brand image survey 1.4 Brand competitors/ market share 1.5 Buying behaviour surveys based on the Visual merchandise 1.6 Brand Store visit/ Store Vm evaluations

Project part 2- Suggestions & Design 2.1 Spring window display design 2.2 Store Evaluations report and suggestions 2.3 Space planning 2.4 Planogram suggestions 2.5 VM guidelines/VM manual 2.6 Parameters consideration for New store design

Project part 1- Research & Analysis 1.1 Design language of Brand/Store Design Analysis 1.2 About the customers 1.3 Brand image /Brand image survey 1.4 Brand competitors/ market share 1.5 Buying behaviour surveys based on the Visual merchandise 1.6 Brand Store visit/ Store Vm evaluations

Design language of Brand

“How you feel, see, and experience, when you enter the store”, is a very important aspect of the visual design of the store. It helps to answer some instant and unconscious questions that emerge into the customer's mind. It one of the very important factors which help a customer to decide whether a customer is going to buy or can the visual design supervise the customer to buy merchandise from the store or not. Clovia says “It’s the first to go on and the very last to come off. And in between, it slips into many roles.” “We’re talking smooth and silky, plush and pretty – the kind that fits your body like a glove and feels like your second skin. The kind that you hand pick after hours of coordinating with your mood.” Brands try to fit into what it says the design language of the says in a similar manner. It is very feminine, attractive, and fun-loving the color palette says itself. Interior of the stores designed in a manner that gives a glimpse of the very fashionable dressing room with comfort. The store visual image itself makes the most significant and last impression In sum, once the customers are inside the store, they should be converted into customers buying merchandise. The visual language of the store should• • • • •

Be consistent with image and strategy Positively influence consumer behavior Pull Customer towards the store Make the customer brand conscious and Very important it stimulates customers' perceptual and emotional responses and ultimately influences their purchase behavior.

Focusing on the in-store visual image in the form of Exterior and interior design merchandise presentation, visual displays, and in-store promotions should lead to greater sales and profits (because it is easier to get a consumer in your store to buy more merchandise than planned than to get a new consumer to come into your store).

Store Exteriors

The store exterior is often called the storefront, and it includes the store sign, display windows, entrances, outdoor lighting, landscaping, and the building itself. The design of a business's exterior is often part of the place's decision. The location often influences a store's image. The store sign is a major element of a store exterior. Many businesses develop a unique way of writing the brand name, often with design elements. The display windows show a selection of merchandise available in the store.

Store Interiors A store interior is usually divided into two sections: the selling area and the sales support area. The selling area is where the merchandise is presented to the customer. The selling area includes shelves, racks holding merchandise, displays, etc. The sales support area contains amenities for customers, such as Dressing rooms, sitting area, and billing area. It also includes staff areas and space for merchandise receiving and storage.

Store exteriors and interiors design

Fit the desired store image

Protect, enclose and display merchandise at the central location

Be operationally efficient

Exterior design What the customer sees before entering the store?

Interior design What the customer sees inside the store?

Location Ease of access Signage Windows Entrance Color Lighting

Layout Fixtures Display Graphics and signage Light Ceiling Atmosphere Lighting

Meet customer needs “Tell customers what the store is all about”

Exterior Design Elements considered in Clovia Store

Site: Most of the Clovia stores of Delhi are in the mass market and well-managed region. Clovia has chosen a good location in Delhi’s where the footfalls are very high so that it can fulfill the mass-market needs. It set up its store in Delhi almost every location so that it can meet with the requirement.

Three of the Clovia stores selected for further research are1. Clovia Exclusive store- Kalkaji market 2. Clovia- Sarojini Nagar Market 3. Clovia – Connaught palace These locations Sarojini Nagar area in South Delhi and Connaught place” a frenetic business and financial hub, centered on a ring of colonnaded Georgian-style buildings with global chain stores” in Delhi are known for its market places and considered a pocket shopping paradise sees a footfall of around 10,000-20,000 people daily. The number doubles up during festive season and weekends. For a common man to walk in Sarojini Nagar market area is nothing less than racing against time as you can not anticipate what your next step may lead to and how you would get past it.

Entrance : At the entrance of the store, 2-3 mannequins depending upon the store area are displayed which showcase the latest trends that arrived in the store. The entrance of Clovia of Sarojini Nagar was not at all appealing because of the clutter-ness in the display and there were lots of outside vendors which created a very busy ambiance for the store visitor. Clovia Connaught palace entrance not even visible, No display was in the 1st sight.

Window Display : the window display is done depending upon the size of the store. No Mannequin styling is done to the latest trend. The mannequin is very basic in terms of styling and design. the Sarojini store having 2 windows of 2.5ft X 8ft at both sides of the entrance door which is very small in size and also divides the centre of attraction. the brand has a special mannequin styling team of stylists for window display. Connaught place store does not have a window display. But 3 in-store mannequin which was just for merchandise display. Kalkaji store window is well managed and attractive.

Lighting in the Facade : It uses 4-6 white mini lights which were sufficient in the case of Kalkaji and Sarojini store. These Clovia stores can have more light so it can light up the storefront well and enhance visibility.

Interior Design Elements considered in Clovia Store

Fixtures: Fixtures are primarily used to hold and display the merchandise, help to sell it, to guard it, and to provide storage space for it. The fixtures are well designed to the brand identity of Clovia

Displays: An attractive and creative display creates interest and can help to sell the merchandise. The brands smartly played in the display section, two most effective and attractive display in the store is selfie table and Victorian styled table which not only enhances the beauty of the merchandise but also helps to define the brand identity. To ensure the effectiveness of the displays the factors which are to be considered are color and design.

Colour: The psychological effect of color is important. Intelligent use of color is an important in-store design. In the Clovia, it is also well managed. But some of the graphics colors are not going with the identity for in-store display.

Ceiling: The ceiling represents a potentially important element in interior design. Clovia has white to off white and also with the little hue of the yellow ceiling which is spread all over the ceiling of the store.

Lighting : It uses a lot of white mini lights with a yellow hue. All Clovia stores have brilliant lighting so, that all merchandise is visible clearly and their actual can be seen.

Walls : Clovia uses specially designed walls in its stores that so, that merchandise gets special treatment or attention of the customers. Similarly, also the brand uses lighter color palette walls inside the store.

Trial Room : Usually, the trial rooms are located away from the entrances, which helps the brands to enhance sales by merchandising while going towards the fitting room the customers can browse all the merchandise that in the way. And, likely, similar logic is applied by Clovia.

Odour : Clovia brands don’t use any fragrance in the store. Therefore, the stores have no odour.

Music :

The stores don’t have any music that lifts mood and makes you shop when the brand uses slow, calm & soothing music. It makes the customer stay in the store and enhance sales.

Temperature :

The temperature of the store also plays a very vital role in buying. If the temperature is too cool/ hot then customers cannot shop conveniently. Therefore, all the stores maintain a temperature in the store that is suitable for shopping.

Personnel : The stores have helpful, knowledgeable, and presentable staff who ensures that customer needs are completely taken care of.

Cleanliness : All the stores were cleaned, had dustbins in the store to through garbage if any. But in some places, it was not properly taken care of. In the Sarojini store, there was some cleanliness issue. Rest The floors, mirrors, and trial rooms are moped daily.

Store layout : The store layout is also a part of visual merchandising. The proper layout can enhance the look of the store. Store layout includes various factors like floor, layout, traffic flow, and signage.

Analysis : On comparing visual merchandising of Clovia’s competitors which are Zivame and Enamor by visiting their stores to fulfill the last objective of the research. On comparing, it can be said that all the brands are highly competitive but, by evaluating various factors like In-store atmospherics, store layout, visual merchandising, and online website it can be said that Bothe the brand Enamor and Zivame turns out to be the biggest competitor of Clovia.

About the customers

India’s strong economic growth is attributed to high disposable incomes, growing middle-class influence, increasing individual wealth, and the country’s large young population. This is the reason Clovia has observed a steady growth in India. With increasing disposable incomes, customers are willing to purchase fashionable products with quality rather than the old stuff, they became so experimental with their choices, irrespective of the price. The idea of providing fashionable lingerie along with quality is something a customer is seeking in a fast-paced environment.

To Research, to what extent the customers have brand awareness about the brand of Clovia and what kind of brand perception of Clovia as reflected by the brand association i.e,. in target customers’ memories (brand image).

Purpose:

Brand Image and Survey

Study of Brand Awareness and Brand Image of Clovia

With the concept of brand awareness and brand image packaged into the case of the Clovia brand. I aim to research the degree of Clovia brand awareness among the customers’ minds (brand awareness) and the perceptions of the Clovia brand as reflected by the brand association held in target customers’ memories (brand image).

Method: Primary data is collected through qualitative interviews with customers and online and calls surveys.

Clovia Brand Awareness and Brand Image

The brand awareness and image of a brand are very important to its success. As consumers, we don't think about the importance of branding. We just seem to go with the flow of brand names that have become so usual with our daily living. But the impact of a brand name strengthen the importance of branding when The brand is promoted. Lets think of world's most popular athletic shoe and sports company, Nike. The importance of branding is illustrate by the fact, when we hear Nike, we think athletics and the brand line came into our mind "Just Do It." A great brand name and association have made Nike to the top in its category. Along with the above illustration, I can say that, to a large extent, the establishment of a brand contributes a lot to a positive prospect of the company, especially the product-based business, like Clovia. Clovia is one of the most valuable brands in the lingerie market section, its brand reputation is at a nationally recognisable level to a large extent. Although the absence of physical business for Clovia in some areas, still many people heard of its name. In other words, the absence of the Clovia business in this area does not mean the in existence of the brand in the focal area.

Brand Image The brand image is defined as consumer perception of a brand or the brand association held in consumers’ memory. The Knowledge model described by Keller (1998) is adapted in Clovia's case. Keller’s model proposes that the brand knowledge can be defined by brand awareness and brand image. Brand image is said to result from the strength, uniqueness, and types of brand associations held by the consumer. Within the model, Keller depicts various types of brand associations such as attributes, benefits (functional, experiential, and symbolic), and attitudes. In particular, non-product attributes are categorised into the price, user/usage imagery, brand personality, and feeling and experiences.

Brand Awareness

Brand awareness consists of brand recognition and brand recall performance. The brand recall relates to consumers' ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of a cue. In other words, brand recall requires that consumers correctly generate the brand from memory. Brand recognition relates to consumers' ability to confirm prior exposure to the brand when given the brand as a cue. In other words, brand recognition requires that consumers correctly discriminate against the brand as having been seen or heard previously. Brand awareness plays an important role in consumer decision making for three major reasons. First, it is important that consumers think of the brand when they think about the product category. Raising brand awareness increases the likelihood that the brand will be a member of the consideration set, Second, brand awareness can affect decisions about brands in the consideration set, even if there are essentially no other brand associations. For example, consumers have been shown to adopt a decision rule to buy only familiar, well-established brands. Finally, brand awareness affects consumer decision making by influencing the formation and strength of brand associations in the brand image. A necessary condition for the creation of a brand image is that a brand node has been established in memory, and the nature of that brand node should affect how easily different kinds of information can become attached to the brand in memory.

Methodology

The reason of choosing questionnaire – Considering the research purpose and the maximum ensuring of the validity and credibility embedded by the database collected, I think the instrument of questionnaire suits this survey best. the main reason lies in one of the most special attributes—no bias. The researchers’ have their own opinions which should not influence the respondents to answer questions in a certain manner through the designed questions by uniform question presentation . However, it’s very difficult to achieve the goal of no-bias by other research methods, like group discussion & interviews, Because the verbal or visual clues expressed by the researchers can affect and guide the respondents more or less

The selection of respondents – The 100 respondents who accepted our questionnaire regarding brand awareness and brand image in the case of Clovia are the Indian educated teens and women from age 18-45. since it was very difficult to do live surveys and interviews because of the situation In the sample of 100, 13 are interviewed and 87 are done online by means of forms and calls. What’s more, according to the company store report, a big proportion of customer profit is derived from the youths, because they belong to the most important target group, also will generate a strong consumer group for Clovia in the future. It became natural to use the age group of 18 to 35 for the survey since they are nearby, and a small sample of 35-45 as it is also is important to Clovia.

Brand Awareness and Brand image survey

The Survey includes basic questions about the customer like name, age, location, phone no, email id, etc. which are not mentioned here. Q1: Do you purchase lingerie? The question aimed to ask how much the people from a sample size of 100 directly buy their lingerie, From the result, 89 people go for shopping by own, when talked about the mode of shopping 65 persons go for the store or online and 8 people don’t go to the shop but shop it online and 24 people don’t shop for themselves at all. Q2: When do you go for lingerie shopping? From the results of the respondents to this question, I came to know to that 77% of people go for lingerie shopping when they are in actual need of it. The response rate 58% of people go for offline shopping and 19% go for online shopping and 23% of the total sample don’t think of necessity, they just buy if they go through it or visited the mall or nearby store if they have free. So the high percentage for lingerie shopping is more when customers in need. Q3: How much would you spend on lingerie in a single shopping trip? 0-300 b)300-500 c)500-1000 d)1000+ This question was aimed to distinguish customers based on their single purchase budget. Majority with 53% of lingerie customers having a budget of 300-500 for a single purchase, while 31% purchase in between a budget of 500-1000, 13% said they have a budget of 1000+ except 3% which has a budget of 0-300. In this, I found that most of the customers lie in the mid-budget category

Q4: If money is not considered, would you spend more money on lingerie? In this question, 72 % said they can go for better products in terms of design and brands. While 28% of the total sample said they don’t want to increase their budget as they were happy with their purchase. Q5: Please name all the lingerie brand you can think of (no matter whether you have been the shop that brand or not) In this question, I managed to get customers’ ability to recall the brand from memory when given the product category of lingerie wear. All the lingerie brands mentioned by respondents basically comprised: Zivame, Clovia, Enamor, Victoria, Pretty Secrets, Amante, Body care, Calvin Klein Underwear, Bwitch, La Senza, jockey. The highest frequency of being mentioned is Victoria secret, Zivame, Jockey(100 out of 100 samples), and then followed by Clovia (90 out of 100 samples), pretty secrets (84 out of 100 samples) Amante (79 out of 100 samples), and Enamor (72 out of 100 samples) in the down sequence and others (37 out of 100) Q6: Please name all the lingerie brand that you can think of under the assumption that you are in Delhi or nearby are like Gurugram, Noida. (no matter whether you have been the shop that brand or not) This question was aimed to analyze the customers’ ability to recall the brand from the memory when given the idea of place. According to our calculation,100% of respondents can bring Victoria secret, La senza, Jockey, Zivame, Amante, Clovia to mind under the suggestion of “Delhi and the nearby region”, except the answer said, “I don’t know”.

Q7: Please name all the lingerie brand that you can think for the young people shop mostly. (no matter whether you have been the shop that brand or not) This question was aimed to analyze the customers’ ability to recall the brand from the memory when given the idea of target customers. The calculation told the Zivame, jockey and Clovia is thought as the first option, which is followed by some other brand, like Amante, Pretty secret, and almost less than 15% of respondents brought La Senza, and Victoria secret

Q8: Which brand/brands you prefer the most for your lingerie’s? Most of the people prefer Zivame, jockey, Clovia, pretty secrets, Enamor And around one-fifth of the sample prefer other brands. Q9: What is your favourite lingerie brand without any budget consent? When asked this question without any budget consent, I came to know almost 80% prefer Victoria secret, La Senza, Amante, Enamor, and except the rest. Q10: Have you ever heard of Clovia? In response to asking this question, I came to know that Clovia is well known in the market 97 % of the sample said they know Clovia as a brand. 3% never heard about this. Q11: Have you ever bought a lingerie from Clovia? a) Yes b)No 59 % of the sample said yes and 41% said they never tried Q12: If no, are you willing to try lingerie from Clovia? a) Yes b)No 29.3% of the sample said yes and 70.7% said they don’t want to try. The responses in this question suggest that majority of people don’t want to try the brand. This response can link to brand image, this suggests the majority of people liked the brand and also want to try brand products. Q13: If yes, you have bought in-store or online? 47% of the sample said they shop in the store while and % said they never tried

Q14: Why do you find the lingerie range of Clovia worth buying? a) Quality &Comfortable b)Budget-friendly c)Good design

d)Brand trust

26 % went for quality & comfort, 39% went for (b), 16%went for (c), and 19% went for (d). Q15: How will you rate Clovia as a brand *0**4***36****42*****18 60 % of the respondants rated the brand as good like the brand, 36% is rated as average and 4% of the respondants rated the brand below average.

Brand competitors

• Based out of Mumbai, Pretty Secrets, the lingerie brand started as a nightwear boutique on Linking Road in 2005 before launching itself as an online exclusive lingerie brand in 2012. The site offers more than 900 products ranging from bras, briefs, nightwear, swimwear, shapers, and accessories. • Even the ‘Pretty Secrets’ online space is as pretty pink as its name. Soft and appealing are the words! It is the most interactive lingerie brand in India. • ‘Pretty Secrets’ was founded by Karan Behal, whose family has been in the apparel manufacturing and export business for over three decades

Size Variety: 32B - 40 C Price Range: Rs. 300 – 1400 Products: Bras, Briefs, Nightwear, Swimwear, Active wear. Styles: Soft and appealing are the words. Wide variety of fabrics. Popularity Brand Trust Shopping experience In store Experience

84% 88% 8.1/10 8.3/10

• Launched in 2011, Zivame has become a popular online lingerie store in a short period. It is a one-stop-shop, where one can find a collection of all the lingerie brands existing in India. From bras, panties to sportswear and nightwear, the online store keeps all in its stock. Besides, one would love the fabulous discounts here applied to everyday wear to world-class brands. • CEO Richa Kar founded the company after her international consulting experience in retail-led her to realize that lingerie in India is an underserved and unorganized category with mass appeal. Richa believes in building awareness around how change should happen from lingerie being a necessity to an indulgence in fashion.

Size Variety: 28A - 44H Price Range: Rs. 150 – 1700 Products: Bras, Briefs, Nightwear, Swimwear, Active wear, Shapewear, Babydolls, Apparel. Styles: Collection of all the lingerie brands existing in India. Popularity Brand Trust Shopping experience In store Experience

100% 94% 8.9/10 9.1/10

• ‘Love yourself’ as its tagline says, Amante is the most adored lingerie brand in India. Also available online, the lingerie brand is owned by MAS Holding (South Asia’s large supplier chain of Intimate wear). • The lingerie brand was launched in the year 2007 in India. There are two specialities of the lingerie at Amante that includes use of excellent premier fabrics and the latest international trends. • It is currently present in over 40 main cities in India including Delhi, Mumbai, and Bangalore. It also has over 40 factories across Sri Lanka with clients such as Victoria’s secret, Marks & Spencer, Triumph, and Calvin Klein among others. • The brand Amante will provide bras in Padded & Wired, Padded & Non – wired, Non-padded & wired and Non padded and non-wired.

Size Variety: 32B – 38DD Price Range: Rs. 300 – 1800 Products: Bras, Briefs, Nightwear, Swimwear, Active wear. Styles: Excellent premier fabrics and the latest international trends Popularity Brand Trust Shopping experience In store Experience

79% 98% 9.2/10 9.3/10

• Enamor is the most loved lingerie brand among women in India. Especially, a piece out of its Hourglass collection of shapewears is the one to strive for! One can also find sexy and subtle nightwear as well as bottoms, leggings, shorts and pyjamas. • The lingerie brand was a joint venture between Barbara of France and Gokaldas Intimatewear Private Ltd. Company, launched in 2003. Besides online, the brand is also available across more than 1800 multi-brands outlets in India and also sold through distributors nationally. • Yes, you look as fabulous as you are in Enamor! We think! • Enamor collection consists of Bras, Panties, Nightwear and Shape-wear.

Size Variety: 32B - 44DD Price Range: Rs. 370 - 2000 Products: Bras, Briefs, Nightwear, Sportswear, Shapewear. Styles: Best-fitting bra. Excellent styles. Popularity Brand Trust Shopping experience In store Experience

72% 100% 8.9/10 9.4/10

To find out the consumer perception about visual merchandising and Shopping Shopping experience in the brand store.

Data collecting Method: Survey method was followed to collect data : Online: 87 Personal: 13 Total sample size: 100 Age group: F 18-45

Buying behaviour surveys

Surveys Questionnaire

18-25- 73 26-35- 18 36-45- 09

Q1. Do you consider yourself a fashion oriented person? Interpretation: 76% says yes Conclusion: majority of people consider themselves as fashion oriented person, there are 24% of the people who do not consider the same.

Q2. What attracts you to a Clovia store (based on 47 sample)

25.5% 17% 4.2% 10.6% 19.1% 23.6%

(12)-Retail brand (08)- Location of the store (02)- visual merchandising (05)- Promotion (09)- Discounts (11)- Range of merchandise.

Q3. For the following statements give your opinion. Interpretation : My shopping is derived by Visual merchandising of a store Strongly agree - 4% Agree - 42% Neutral - 29% Disagree - 22% Strongly disagree - 3% I get attracted to a store because of a window display Strongly agree - 13% Agree - 63% Neutral - 13% Disagree - 11% Strongly disagree - 0% For me, the window display is a tool for footfall generation Strongly agree - 17% Agree - 55% Neutral - 21% Disagree - 6% Strongly disagree - 1% My purchase depends upon the Visual merchandising of a store Strongly agree - 7% Agree - 42% Neutral - 27% Disagree - 20% Strongly disagree - 4% Conclusion: Majority of the people agree with - visual merchandising being important for store’s attractiveness, footfall generation. Though 25% do not agree with the statement that their shopping is influenced by visual merchandising of a store and does not effects to 29% customer’s purchase decisions

Q4. Which of the store between Sarojini Nagar, Kalkaji is better in the following parameters according to you. (based on 27 samples)

Kalkaji by Attractive window display by 66.67% Sarojini by Better Lighting by 55.56% Sarojini by Location by 37%

Q5. Do you think the following factor influence your buying decision in the store(Rate the following from 1-5) Mannequin Lighting Locating products through signage Design Music Coordination

*6,**6,***32,****22,*****34 *8,**11,***28,****21,*****32 *4,**9,***22,****44,*****21 *7,**9,***21,****31,*****32 *8,**16,***22,****26,*****28 *7,**2,***15,****14,*****62

Q6. Have you ever visited the Clovia store . (based on 100 sample )

Yes 47% No 53%

Q7. How often do you visit lingerie store . (based on 100 sample )

Rarely Once in a 3 months Once in a month More than once in a month

37% 44% 14% 05%

Q8. How do you come to know about the new product arrival at the store? (based on 47 samples) Through display Enquiring salesperson Through Clovia app Window display Search merchandise yourself -

26(55.3%) 18(38.3%) 22(46.8%) 15(32.0%) 06(12.7%)

It is observed that 26 respondents got to know about the new arrival through the display of coordination of the merchandise. Whereas, 22 respondents got to know about the new arrival through Clovia online application. And, 18 and 15 respondents got to know through an enquiring salesperson and window display respectively. Therefore, it can be concluded from the above that the brand has strong online and offline visual merchandising. As it's the visual merchandising that makes the new product visible in front of the eyes of the customers.

Q9. Have you ever experienced instant/unplanned buying in the store? (based on 100 samples) Yes No Yes/No

80 12 8

It is observed that 80% of respondents experienced unplanned buying whereas 8 % of respondents said maybe. And 12 % clearly said no, they are logical customers. This means that Vm can be one of the major reasons for instant purchase .

Q10. If yes, which factor influenced you more to take instant/unplanned buying decisions? Collection in the store Coordination of merchandise Good customer service Window display Effective mannequin styling Excitement in trying a new product

20 08 10 28 06 16

It is observed , The factors lead to instant buying of the products, 08 respondents said that it's the merchandise coordination. Whereas, 28 and 10 respondents said that window display and good customer service respectively. 20 respondents said that they were influenced by collection in the store.

Q11. Which place in the store you tend to do more impulsive buying? Near the cash counter while waiting At the entrance of the store Near Fitting room Near display of discounted merchandise

33 39 35 33

On observing, 39 % of respondents said that most of their impulse buying happened at the Entrance of the store and 35 % said in front of the fitting room while standing in the queue. And with an equal amount of responses each, 33 % said that impulse buying happened in Front of the cash counter and where discounted merchandise was displayed respectively.

Q12. Apart from Clovia, which brand’s visual merchandise you like? (Out of 47 samples) Zivame Enamor Others

85.1 % (40) 89.3 % (42) 53.1% (25)

It is observed that out of 47 respondents, 40 respondents like Zivame’s visual merchandising whereas 42 respondents liked Enamor. 25 liked others. In the survey, Enamor turns out to be Clovia’s biggest competitor in visual merchandising.

To understand the existing situation of visual merchandising, store layouts, Management, and overall store evaluation

Methodology Observation method of data collection and tasks undertaking, brief guidance From an industry mentor.

Secondary data:

Interaction with the sales staff regarding sales updates, guidelines, targets, while taking their assistance for changing VM, etc., Cleaning team, teams for updating any requirement in the store, department managers and On-spot customer reviews.

Brand Store visit & Vm Evaluations

Objective

Store details for vm visits & evaluation Clovia exclusive store, kalkaji, new delhi Clovia franchise store, sarojini nagar market, New delhi Clovia franchise store, connaught palace, New delhi

Site Analysis Visibility of the store

The storefront is not visible or getting much attention from even 10mtrs of a distance It should be stand out because there are lots of similar storefronts available at the site.

Sarojini Nagar Market -Clovia Store

- The store is not visible from a small distance of 10m. - No attractive element present in the storefront which can be an attention seeker. As there are lots of similar looking store are available at the site.

Connaught Place - Clovia Store - Store is having very low visibility from outside - No proper branding or banner placement done outside the store - No window display in the facade

Facade of the Store

The storefront is not visible or getting much attention from even 10 meters of a distance It should be stand out because there are lots of similar storefronts available at the site.

Sarojini Nagar Market -Clovia Store

+ Façade of the store and color palate is depicting the brand philosophy. - The Window display shouldn’t cover by any external element. - No guidelines for sales poster. - Façade of the store cover by unwanted vendors.

Connaught Place - Clovia Store

- No window display in the facade - No brand banner in the front - Balloon decoration disturbing the merchandise display

Kalkaji Market - Clovia Store

+ The store is having a left wall blocking which can be used for branding purpose . - The Window display shouldn’t cover by any external element.

- Negative impact on brand due to clutter-ness on left blocking. + Façade of the store and color palate is depicting the brand philosophy. - Color damage on the sidewall of the store disturbing and also lots of dust in the corner damaging the brand identity. - The window display is having low visibility due to lighting outside the store.

Window Display

Sarojini Nagar Market -Clovia Store

- Window display visibility is not clear due to lots of props and less space. - Lots of clutter due to the direct merchandise behind the display. - A blocking wall or screen can be placed behind the display for clear visibility. - No guidelines for the balloon decoration. - Front of the display shouldn’t covered.

Connaught Place - Clovia Store - Merchandise display is not visible due to balloon decoration. - No guidelines for the decoration

Kalkaji Market - Clovia Store

- Lighting is against the display - The window display is not visible clear. lots of clutter due to the direct merchandise behind the display - A blocking wall or screen can be placed behind the display for clear visibility

Window Display from Inside The visibility of window display from inside of the store is also important. If not two side visibility Is not possible then it should be covered from inside by background elements like glass, screen, poster, etc. Sarojini Nagar Market -Clovia Store - Lots of props and merchandise in the small display is not visible. - Merchandise direction is not proper - The poster behind the display is white which disturbing as it is creating the feel of blocking. - Cylindrical platform visibility is more than the props in the display.

Sarojini Nagar Market -Clovia Store

+ Visibility is clear from the inside. + Circulation inside the store is well defined. - A blocking wall or screen can be placed behind the display for clear visibility - Payment counter placement disturbing the customer in free movement inside the store - Payment counter placement is just at the entrance which giving the feel of the store is over crowded

- A blocking wall or screen can be placed behind the display for creating a division between the display and merchandise

+ Visibility is clear from the inside. + Circulation inside the store is well defined. - Brand table placement disturbing the whole composition of the store

Kalkaji Market - Clovia Store

+ Merchandise getting the proper visibility - The Window display should be cover by a backdrop due to the colorful nature of the merchandise and the display. It’s merging. - The merchandising composition on the table behind the display causing clutter - The color palette of the graphics not going the brand identity

Connaught Place - Clovia Store

+ Neatly managed + Very spacious + Lighting is well managed at the same time not highlighting a specific product - No depth in the lighting creating monotonous effect

+ Brand table serving the purpose + Very spacious - Interior style is very different from the other store and brand identity - Fixtures giving a very sharp and interesting feeling but at the same time not merging with the brand identity

Lighting in the store Kalkaji Market - Clovia Store

+ Focus light on tracks can be used according to the merchandise needs. - Backlighting on the props not done properly - Display light arrangement can be better, it is against the view line - A guideline can be provided to the store so that all the merchandise having clear visibility

Selfie table Selfie table in the Clovia ‘A kind of brand identification’. It is a kind of dressing table which is mostly used in the fashion industry. As a #Underfashion brand the selfie table depicting the identity of Clovia with the design and color palette.

Sarojini Nagar Market -Clovia Store

+ The table and props arrangement is well arranged and depicting the brand identity without creating any clutter. - The poster on the mirror having very low visibility. also disturbing the composition.

Connaught Place - Clovia Store - Table placement is not proper, not even in the line of sight. - The poster on the mirror having very low visibility. and disturbing the composition. - Props placement is so arbitrary depicting nothing. - The drawer of the table doesn’t have enough opening space.

Graphics, Branding, Poster

Sarojini Nagar Market -Clovia Store

+ Smileys color palette is going with the identity but it can be softer, the curvy design which can go with the sensitivity of the merchandise. + Yes/No/Maybe graphics in the changing room is interestingly done.

- Graphics can be much more interesting according to brand identity - The color palette of the graphics not going with the brand identity. - The color palette of the graphics is very sharp and giving discomfort to the eyes.

Kalkaji Market - Clovia Store

+ The framed poster/ graphics is not merging with the merchandise also highlighting the poster and serving the purpose. - At the same time, lots of stuff on the table creating a too much feeling of the composition.

- Table V fold poster merging with the merchandise - The store doesn’t have guidelines for the poster, Place cards, other graphics composition.

+ Smileys color palette is going with the identity but it can be more soft, curvy the design which can go with the sensitivity of the merchandise - The color palette of the graphics is very sharp and giving discomfort to the eyes, when we think of the type of merchandise the brand have. - The “choose Joy” graphics can be much more interesting according to brand identity - The color palette of the graphics not going the brand identity

Connaught Place - Clovia Store

+ The color palette of the framed graphics is very managed and highlighting the product - The “Choose Joy” graphics can be much more interesting according to brand identity - The color palette of this store is different from other stores of the brand

Merchandise planogram Kalkaji Market - Clovia Store

- Merchandise arrangement is very arbitrary for the night wear section - Lots of products on the selfie table- Disturbing the purpose - More products then the space creating feeling of just a store and not a brand store

Cleanliness & Hygiene Sarojini Nagar Market -Clovia Store

- Too much dust in the changing room. - Water damaged merchandise in the front row. - Fabrics damaged of the stool. - Carry bags and other stocks are placed on the dustbin creating a negative impact on the customers. - Unnecessary stuff are placed arbitrarily anywhere - Donation box is placed in the bottom corner of a rack.

Circulation space Kalkaji Market - Clovia Store

+ Half part of the store(back) having good circulation space. - Floor plan can be better, payment counter placement disturbing the customer in free movement inside the store - Payment counter placement is just at the entrance which gives the feel of the store is overcrowded

Connaught Place - Clovia Store

+ Well managed circulation space + The floor plan is little spacious, payment counter placement is better than other store but the store can have a better floor plan

Sarojini Nagar Market -Clovia Store + Sarojini store having good circulation space. - Payment counter placement disturbing the customer in free movement inside the store

Decoration Guidelines Sarojini Nagar Market -Clovia Store

- A guideline can be provided to the store so that all the merchandise having clear visibility - Decoration covering the existing props which damaging the identity Connaught Place - Clovia Store

- No guidelines are available for decoration causing problems to the store executive for management - A guideline can be provided to the store so that all the merchandise can have clear visibility

WebsiteVery cluttered home page Instant gratification with offer coupons on the landing page of the website and signs up. Not very visually appealing with the horizontal panels being divided into two, having different categories. Divides the attention Best product not displayed on the first page Well written descriptions and an option to request for size if not available. Dropdown filters

Design window display for the brand Clovia for the spring 2020

Brief Research and design concept for spring season Keep variable sizes of windows across all stores 8X8, 8X4 Enhance the window by adding one line caption based on the season Suggests the materials for the design

Spring- Season of Colors

Spring window display design

Objective :

Spring and "springtime" refer to the season, and also to ideas of rebirth, rejuvenation, joy and it is considered as the season of colors.

Spring Window Concept In the window, we are depicting the colors of spring via Pantone shades cards which can be the best way for representing the season indirectly and in a minimal way. Another concept is depicting the same in more spring way. This approach is also highlighting the merchandise because of the minimal approach Pantone color codes are accepted all across, It is a universal color language.

Layer 1 (Front Glass Panel) A one-liner message

Layer 2 (Merchandise) Floral printed merchandise can be show in the display.

Layer 3 Option 1 (Prop display) Pantone color chips interpreted to suit our brand

Layer 3 Option 2 (Prop display) Paper rotating fan in multi colors

Concept no.1 for spring season window 2020 After many ideas Yellow worldwide approved two ideas for final concepts

Concept no. 2 for spring season window 2020 (Approved)

Execution: Wooden planks were used as a riser to increase the height of the bodice to present it in the vision of sight and also it was available in the store. The merchandise was displayed on half bodice mannequin. As it’s lingerie wear. For the 1st layer vinyl Sticker sheet is under glass as for better view and to safeguard from water and dust damage. The paper sheet is used for flower making with a stick behind it for the support.

Final Executed Window display for spring season window 2020 (Sarojini Market Clovia store)

Somehow the storefront is not visible or getting much attention from even 10mtrs of a distance It should be stand out because there are lots of similar store fronts available at the site.

Store Evaluations report

Visibility of the store

Reference pictures, source google images

Solutions • Light Effect in the façade of the store with the desire color palette of brand identity can be designed. • A 3d Pop out of brand ca be placed outside the store. • The visibility of the store can be enhanced by introducing lighting in the façade or Branding of the store with more light effects. • A side brand identification board can be placed outside the store

Facade of the store

Reference pictures, source google images

• Guidelines booklet should be available for each store, So that the placements of banner and posters can be done according to the brand. • Strict actions for unwanted elements should be taken like vendors outside the store. So Store identity can be maintained properly. • On the window display glass. • As a part of window display • As sale board outside the store.

Window Display - Merging with interior

Reference pictures, source google images

Solutions • Interior and window display elements are merging. A screen or curtain should be behind the window display for creating a division between the display and merchandise • The Window display shouldn’t cover by any external element. • Wall or Screen can also be used for branding or poster or define as a photo booth from inside • Window display visibility is not clear due to lots of props and less space. • Lots of props in different sizes of the window also making it difficult to balance the window. • Proportion of the elements should be taken care of.

Inside the store Lots of happening inside the store make it difficult to seek customer attention

Solutions • Store Plan needs to modify according to the locations, and also Product sections. • The selfie table shouldn’t be used as a table for products. It should be used as a table for New arrivals display or special edition or Best one or Posters.

• Billing counter and Brand table need to relocate • It should be in the line of vision, at the end of the store because the store dimension is rectangular and in the ratio of 1:3 or 1:4 making it difficult for a customer in circulation when it is in the center of the plan. It also makes the counter very busy because of the small space. • A guidelines for props and arrangements of products on brand table (Teal color Table) . • Cover the back of the window display, clutter-ness behind the window display impacting negatively.

Lighting in the store

Solutions • Focus light on tracks needs to align with the product not arbitrary. • Need to more add light source in the store

Selfie table

Solutions • Selfie table should be clear and if any merchandise displayed then it should be low in quantity so that it doesn't clutter the space • No posters and frame should be on the mirror. Frame can be placed at the top. • All light should be lit up.

Graphics, Branding, posters

Solutions • Graphics should be redesigned according to the brand color palette and should be merging with the brand identity. • Guidelines for the props and framed posters arrangement. • According to the color schemes of the brand, followed complementary color schemes can be used for the graphics inside the store.

100

Cleanliness & Hygiene

• • • • • •

Products and store cleanliness is a matter of serious concern for brand image. Regular store evaluation should be done. A section for Cleanliness & Hygiene management should be in Guidelines booklet The extra drawer can be arranged for the carry bags carrying at the counter. Billing Counter should be contained with minimum and important stuff only. Too much stuffs creating clutterness.

Circilation Space

Solutions • Payment counter and brand table placement disturbing the customer in free movement inside the store, It can be at the end of the store. • The plan needs to modify according to the locations, Product sections. • Billing counter and Brand table need to relocate. • Relocation of the merchandise fixtures of free space

101

102

Space planning: For the retailer space is money. The store should be planned in such a way that it maximise the selling area and minimises the non-selling areas. The selling area present the merchandise and the non-selling area is accounted for circulation space, facilities, the back are, staircases, etc. The area in Clovia in different stores is different: Connaught Palace Clovia having selling area about 58 %, circulation area 30% and back area 12%, Kalkaji Clovia having selling area about 49 %, circulation area 32% and back area 19%.

Space planning

Suggesting measures for optimum utilization of space Across different store sizes

The objective of layout management is to obtain the maximum benefits from the Space available. Some issues should be considered while making of layout: • • • • •

Value of space, Space utilization and allocation, Customer traffic flow, The types of goods, The desired store image.

Space management involves two decisions The allocation of store space to merchandise, other sections in the brand and space for traffic. The location of merchandise, props, mannequins in the store.

Some factors to be considered when deciding how many floor or shelf space to allocate to merchandise categories and brands are: (1) the productivity of the allocated space, (2) the merchandise inventory turnover, (3) impact on store sales (4) the display needs for the merchandise. When evaluating the productivity of retail space, we generally use sales per square Foot or sales per linear foot. The location of merchandise sections and categories Also plays a role in how customers navigate through the store. By strategically Placing impulse and demand merchandise throughout the store, it can increase the Chances that customers will shop the entire store and that their attention will be Focused on the merchandise.

103

Connaught Place-Clovia Store area plan Clovia Store Area (First Floor) *Not Measureable

Approximate dimension- 18ft X 17ft (lXb)

104

Store Existing plan for merchandise

Mannequin

12X18in

Store Room

18x36in 36x36in

Bras Section Sitting Area Dressing Room

12X18in

Nightwear/other Section Billing Area Selfie Table area

24x36in

Brand Table Panties section

18x30in

18x84in 18x18in

12x12in

Selling area about 58 %, circulation area 30% and back area 12%. There are very less space at nightwear section for the circulation of selfie table. As Selfie table is very important part of the brand identity it cant be abonded at the location which has very low visibility.

105

Store Suggested plan for merchandise and other elements Mannequin Store Room Bras Section Sitting Area Dressing Room Nightwear/other Section Billing Area Selfie Table area Brand Table

Nightwear section got the good space and circulation around the section. Selfie table visibility increase which will help audience to remember the brand.

106

Kalkaji Market-Clovia Store area plan Store Area *Not Measureable

Approximate dimension- 30ft X 12ft (lXb)

107

Store Existing plan for merchandise

Mannequin Store Room

36x36in

Bras Section Sitting Area Dressing Room Nightwear/other Section

18x84in

Billing Area Selfie Table area

12x18in

Brand Table

18x66in

Window Display Panties section

selling area about 49 %, circulation area 32% and back area 19%

10x66in

Payment counter placement disturbing the customer in free movement inside the store

18x30in

Also blocking the line of visibility 36x40in

24x36in

---------36in--------

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Brand table is next to store entrance which causing disturance in visibility and movement

Store Suggested plan for merchandise and other elements

Mannequin Store Room Bras Section Sitting Area Dressing Room Nightwear/other Section Billing Area Selfie Table area Brand Table Window Display Panties section

Aligned mannered Night wear section Panties section and brand table giving a directional movement inside the whole store Billing counter at the end of the store will also solve the problem of circulation space. As there wasnt any sitting space, Small sitting area is defined at the end and next to billing counter.

109

Sarojini Nagar Market-Clovia Store area plan Store Area *Not Measureable

Approximate dimension- 28ft X 9ft (lXb)

110

Store Existing plan for merchandise

Mannequin Store Room Bras Section

30x30in

Sitting Area Dressing Room Nightwear/other Section Billing Area Selfie Table area Brand Table Window Display Other section Panties section

Payment counter placement disturbing the customer in free movement inside the store. 42x36in 18x30in

Sitting arrangement at just entrance is blocking the movemnet from right side of the store

12x18in 24x30in

15x15in

--------36in------------

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Store Suggested plan for merchandise and other elements

Mannequin Store Room Bras Section Sitting Area Dressing Room Nightwear/other Section Billing Area Selfie Table area Brand Table Window Display Other section Panties section

Payment counter is replaced at the end of the store which will help in cireculation. According to the Area-Sarojini Nagar market having a very high footfall. Sitting arrangement is not required in a very impulse movement area. Nightwear section and panties section got some extra space for easier circulation in case of high crowd.

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Planogram suggestions Planograms are diagrams which define the area where products or merchandise should be placed or of display. The idea is to maximise the quantity of merchandise on the store fixtures and increase sales by arrangement in an appealing way for the consumer and also minimise space wastage.

Uses of Planograms Identify the purpose. Decide what we are making the planogram for. Also, decide what will be going on the shelves or display we are outlining.

Clovia Store’s Planogram When study of the Planograms of the three store taken into account, It is identified that the categories which are performing well in the stores of different store sizes and design. The Existing planograms working well for the store. • The only issue was mixing of the merchandise section as there were lack of proper breathing space among merchandise in a section. • There was also no option for directly pickup the exact size of the product among the all when asked from the customers sometime it also disturb the store staff to manage when footfall are high. • signage’s in store are unable to communicate about the product its features and price. • And creating confusion in latest offers among the merchandise • The planogram is designed especially to Highlight the sizes and offers in a section by introducing a removable size sticker on the hanger which will help to directly pickup the right size without any extra effort. • It will also help to avoid over stocking and under stocking of merchandise in a section. • Proper breathing space is giving a non clutter view of the merchandise.

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Benefits of planograms • Consumer driven store's planograms increases value of the brand or customer loyalty. • Targeted store's planograms enhances store compliance resulting in the accurate management of product distribution. • Accurate store's specific planograms ensure supply chain efficiency which results in higher availability of products to consumers, maximize stock turn and efficient use of space. • Introducing focused store's planograms designed to increased sales and profitability, reduction of stock, store operational cost and overall improvement in bottom line contribution. • Assortments including product launches and group specific market strategies, so we can improvise the results of cluster and meet true store demand

• Increases movement at full retail value by lowering carrying costs and decreasing excess merchandise and out of stocks situation , so a retail store can enhance overall profitability • Streamlines the space and floor planning, so that it can increase the space productivity and optimize capital investment

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Existing Planogram of the store

• Clovia also known for its varities of colors and designs. While visiting the store it is found that the In existing planogram there is very less space or no breathing space between merchandise which cause the colourful designs to merge in each other which not only disturb the composition but also create clutterness and influence the attractiveness. • The decoration at the B section (Top area of the wall) having so much elements which is not depecting the identity. • Uneven no of merchanise in one line. • Lack of instore brand communication.

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Suggested Planogram of the store

Graphics/ Screen

• In the suggested planogram, the breathing space is provided between the merchandise which which help to standout and also balancing the composition. • Removable size stickers is sticked on the hangers which will help the customers to find out the exact size without any extra effort. • No of merchandise is also fixed, sizing from 30 to 38. • Section B Area of the store is equiped with screen / space for In store brand. As there is a lack of instore brand communication.

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Existing Planogram of the store

Framed posters/ Discounts

OH MY

SLEEP

• The decoration at the B section (Top area of the wall) having so much elements which is not depecting the identity. • There are somre framed poster which is also not placed properly • Uneven no of merchanise in one line. • Lack of instore brand communication.

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Suggested Planogram of the store

Graphics/ Screen

• In the suggested planogram, the Instore Visual merchandising technique is used to creative effectiveness of the merchanidse as the space was also not utilised properly. • Two mannequin are placed inspace of sale discount poster. • No of merchandise is also fixed, sizing from 30 to 38. • Section B Area of the store is equiped with screen/ space for In store brand. As there is a lack of instore brand communication.

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Reference size for the store wall

Height of the model is 5’6’’

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VM manuals and guidelines are creates to achieve similar Visual Merchandising standards and maintain the ethics and identity of the brand throughout all outlets of the brand. VM manual creates stores that customers will find attractive and appealing, and most importantly, easy to shop. The Visual merchandising of the store should follow and should be the reflection of brand image and its essence.

Manual purpose The purpose of the manual is to make employees understand the brand values and the brand guidelines and the expectation of Clovia. The Goal is to make employees aware of the merchandise and its details and what is expected out of them as loyal employees. This employees provides an insight into the merchandise information, presentation and care.

VM guidelines/VM manual

Visual merchandise manual/ Guidelines

Clovia VM Manual/ guidelines designed • To have Retail space consistency throughout all the stores • To ensure that the product categories are displayed accordingly • To ensure that the right approach is always kept in mind while decorating store for an events or offers • To ensure right Maintenance of the merchandise • To gives a brief idea about the brand to new comers • To ensure the right depiction of the image of the iconic Clovia brands table and selfie table • To ensure the depiction of same brand identity throughout all the store.

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The Visual Merchandising Manual would have all the details about • • • • • • • • • • • • • • • •

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The Brand Brand identity Visual Merchandising Window Maintenance Windows Store Layout Merchandise presentation, Maintenance of the merchandise Hygiene & standards Mannequin Maintenance, Hanging Standards Colour Store Front & Windows Fixtures and merchandise display Brand table guidelines Selfie table guidelines Decoration guidelines

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The objective of the project is: • To develop an in-depth understanding of effective utilization of store design and visual merchandising techniques • To learn the effectiveness of VM, and • To understand various aspects of store management. In the brand store, where shoppers come for goods and services. The sales transaction occurs at this junction. The location of the retail business has a significant impact on its survival. Thus, before choosing retail store locations, the following

Things are to be kept in mind: • Who are the customers? • What will be the infrastructure? • What products are to be sold? • The required space for the retail store, storage area, and the size of the office.

Parameters consideration for New store design

Guidelines to be used in a new design approach for opening a new store.

Without the answers to these basic questions, one can face difficulties in finding the perfect location which would help in generating the profit for a retail store.

Retailers usually go through a four-step process to select the store location. • Analysing alternate trade areas, • Determining the most beneficial location • Selecting a general site and • Selecting a specific site.

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Tools of trade The five tools which have to be considered while planning the visual merchandising of any store. • Season- As Clovia not only follow the season but also consider the main events of the year. and design accordingly. • Stock age-It is necessary to understand how old the merchandise is keeping. When new design launches it should be replaced by the new designs maintaining the existing stock. • Stock quantity in hand It is important to know the quantity of merchandise in the store. If only one piece is left of that particular design it cannot be displayed.

• Stock sizes in hand Replenishment plays a very important role. • Colour story/theme -Based on the brand identity and story/ events of the moments.

Sections of a store Every store has three sections in terms of displaying the product. Every wall is divided into three sections. The area which is at the eye level is section A. The area above the eye level is section B and the area below is section C.

The three sections being: Section A

This is the key section area. The fresh stock is displayed here. It is at the eye level and is easily visible to the customer. The walls in the store are divided into three sections.

Section B

The area which is above the eye level is section B. Generally accessories are placed in section B. Old merchandise is also sometimes placed. The merchandise which is folded and placed above the handrails is kept in section B.

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Section C The area below the eye level or extremely above the eye level is section C. This the area is not very easily accessible to the consumer

The Factor of retail locations • • • • • •

Population and potential customer Accessibility, visibility and traffic Signage, zoning and planning Competition and neighbors Location costs Special considerations

Steps Involved in Selecting a Store Location • The size of the trade area (a geographic area which consists of the target customers) • The occupancy cost of the location • The pedestrian and vehicle customer traffic • The regulations placed on store operations by the property manager • The accessibility to the store for customers.

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Objectives of store design • • • • •

Implement the strategy Influence the customer buying behavior Provide flexibility Control design and maintenance costs, and Meet legal requirements

Store design should: • • • •

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Be consistent with image and strategy Positively influence consumer behavior Consider costs versus values Be flexible

Creating a Store Image Store Image serves a very important role in the store selection process. • Important criteria include proper sanitation, labeled prices, accurate and pleasant checkout clerks, and well-stocked shelves. • The store itself makes the most significant impression, once the customers are inside the store, they should be impressed to buy the merchandise. • The more merchandise is presented in an orderly and attractive manner, the more customers tend to buy the products. • Focus on in-store marketing elements such as store design, placement as well as the presentation of the merchandise, visual displays, and in-store promotions should lead to greater sales and profits (because it is easier to get a consumer in the store to buy more merchandise than planned than to get a new customer to come into the store).

Creating a Buying Environment: • • • • •

Visual communications Lighting Colour sound Aura

To encourage customers perceptual and emotional responses and ultimately influencing their purchasing behavior.

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Store exteriors and interiors design:

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Store Exteriors The store exterior or the storefront includes the store sign, display windows, outdoor lighting, landscaping, entrances, and the building itself. The design of any outlet exterior is often part of the place's decision. The location often influences a store's image. The sign of the store is a major element of any store exterior. Many businesses develop a unique way of writing the company name, often with the help of definite design elements. The display windows show a selection of merchandise available in the store (most of them from the latest launched collection)

Store exterior comprises the following: • • • • • • •

Location Parking Ease of access The building architecture Health and safety standards Store windows lighting

Store Interiors The interior of any store is usually divided into two sections: • The selling area and the sales support area (customer service area) • The selling area is where the products are presented to the customer. The selling area includes racks holding merchandise, shelves, displays, mannequins, trial rooms, cash registers, etc. The sales support area contains amenities for customers, such as restrooms, kids' rooms, lounges, and cafes. It also includes staff areas and space for merchandise receiving and storage areas for merchandise.

Store interior includes the following: • Fixtures • Flooring & Ceilings • Lighting • Graphics & Signage • Atmosphere

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Understanding the Visual merchandising process :

During my months graduation project in Yellow World wide for Clovia , I learnt how visual merchandising process takes place , what are the various steps involved ? What all thing to be kept in mind while doing visual merchandising . Learning various elements and new elements related to visual merchandising like coordination, mannequin and other elements styling, color blocking, merchandise placement, etc. I also learnt that Retail space is money One inch of space matters in retail. Learning involves the importance of in store branding, brand communication, presentation and visual elements management.

Learnings

The learnings while doing the Project are as follows :

Importance of Consumer psychology : In order to implement the right visual merchandising and store display , it is important as a visual merchandiser to understand the brand and consumer psychology, buying behavior , preferences, likes, dislikes, etc.

Multi-tasking , Communication & Time Management: During my graduation project there were a lot of instances many tasks need to be done simultaneously, and in order to do that proper communication was needed and those task need to be finished in a given time frame. Necessary store visits, regular evaluation is very important for executing the work. .

Importance of teamwork : “Your team , is your biggest strength” Implementing visual merchandising process is not a job of one person . Therefore , I learnt the importance of team members and the importance of a management team.

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https://www.clovia.com https://www.tripinvites.com/places/connaught-place/

Refrences

Following are the links used for reference purpose for the research projects:

https://www.kangan.edu.au/students/blog/importance-visual-of-visualmerchandising https://www.indiaretailing.com/2017/11/16/retail/indian-retail-industry-growthtrends-challenges-opportunity/ https://www.academia.edu/34126056/Study_of_Brand_Awareness_and_Brand_Imag e_of_Apex https://www.dnaindia.com/delhi/report-south-delhi-no-space-for-pedestrians-atsarojini-nagar-residents-grieve-2711853 http://www.pondiuni.edu.in/storage/dde/downloads/markiii_rm.pdf

https://docu.tips/documents/store-operations-5c12fe4383364 https://www.retaildive.com/news/why-most-shoppers-still-choose-brick-and-mortarstores-over-e-commerce/436068/ https://yourstory.com/2014/06/prettysecrets?utm_pageloadtype=scroll https://www.fashionlady.in/top-five-online-lingerie-brands-in-india/11696

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