BIC session 2

Visual Merchandising

How to do up a Wall (Ready-to-wear):

1.Never mix categories like full sleeves and half sleeves; formals

and casuals, stripes, checks and solids.

Use a disciplined way of grouping merchandise mix

a.Division (apparel or non-apparel)

b.Department (ladies, men’s, kids etc.)

c.Category (ladies formals, ladies casuals etc.)

d.Sub-category (ladies formal suits, ladies formal trousers etc.)

e.Brand (Allen Solly, Park Avenue etc.)

f.Style (Suits: Single button etc.)

g.Options (Colours, sizes etc.)


How to do up a Wall (Ready-to-wear):

2. Always keep merchandise as per size sets. The last row has least visibility (below eye level) and thus is meant for cut sizes/broken sizes.

3. Not all colours will be available at a given point of time. A Visual Merchandiser tries his best to put the given colours as per the VIBGYOR.

4. Vertical colour blocking: The typical starting point is the right side of the wall, top end corner. All colours should be kept dark to light from top to bottom, and starting with cool colours, ending with warm colours.

5. Follow the VIBGYOR. This way colours will fit in as per the warm colours and cool colours.


How to do up the Floor Fixtures:

1.Never mix categories like full sleeves and half sleeve; formals and casuals, stripes, checks and solids.

2.Within a category, sub-divide them as per brands.

3.Light colours come in front, dark ones go behind.

4.Keep merchandise as per size sets, always!

5.Make a separate browser for cut/broken sizes.

6.Merchandise can be put as coordinates as well.

7.The front of a section is meant for new arrivals.


Signage

Signs, labels, shelf tags and other identification signs to provide directions, prices or information on merchandise or policies is referred to as a Signage.


Signage:

Signage’s norms should be standardized for a brand/store to maintain uniformity:

•Font and font size•Language e.g. Rs. 1599/- only or Just for Rs. 1599•Colour of the signage paper/base•Size of the ticket/signage

An effective signage focuses on the customer.


Types of Signage:

•Directional Signage•Departmental Signage•Category Signage•Point-of-Sale (POS) Signage/Product

Signage/Ticketing

Directional Signage

They provide convenience to shopper

Informative metallic/aluminium signage

MALL DIRECTORY OF SOUTH CITY MALL

STORE DIRECTORY OF PANTALOONS AT SOUTH CITY MALL

Category signage

Category ofbooks

Point of sale signage

Promo Offerat POS

HighlightsSignificantAspects

ROLL-UP BANNER

WALL MOUNTED

SMALLER SIGNSWITH PRODUCT DETAILS

IN-STORE SIGNAGE ARE DISPLAYED EFFECTIVELY BY USE OF THE FOLLOWING:

Display Systems

Freestanding Sign Systems

http://www.spandex.com/UK/Sign_Systems/Display/index.aspx

http://www.spandex.com/UK/Sign_Systems/Freestanding/index.aspx

Wall Mounted Sign Systems

Suspended Projected Sign Systems

http://www.spandex.com/UK/Sign_Systems/Wall_Mounted/index.aspx

http://www.spandex.com/UK/Sign_Systems/Suspended_Projected/index.aspx

Acrylic Sign Holder With Chrome Base

4”x6” STAND UP SIGN WET FLOOR- FOLD-UPSIGN

STAND-UP BANNERS

VINYL BANNER

ROLL-UP BANNER


POS, Product Signage, Tickets:

Its relatively small signage that is placed very close to the merchandise and is intended to give details about specific items.

Signages include:

1.Headers (on top of fixtures)

2.Price tickets

3.Descriptive tickets (They have information like brand, price, fabric and other details)

4.Information tickets (give some special extra information like wash care instructions, security warnings etc.)

5.“Offer” tickets (are for special promotions)

Colour and Texture


Signage: Understanding Materials

a.Acrylics – 1mm-12mm or even more/clear/semi-transparent in red, blue, green/black opaque/frosted

b.Vinyl Stickers – Huge sizes/rolls/number of colours/easy to peel off

c.Digital Prints – Various materials/Hoardings/Visuals/Graphics

d.Translites – Also digital prints but are lit from the back. To display you need a box in which lights are fixed, thus, it becomes a ‘Backlit’.

e.Sunboard – It is the most commonly used base for pasting vinyl and digital prints. Come in various thicknesses.

Vinyl Lettering on Glass

Day View

Night View

Store Exteriors and Interiors: Elements of Display

Store Exteriors:

The exterior appearance of a store silently announces what to

expect inside, and, if done desirably, invites the customers in.

The store exterior:

•Reflects on the positioning and personality of the retail brand•Differentiates from competition


Store Exteriors:

Some important aspects to be considered while designing the store front are as follows:

•How will the customers locate the store from a distance?•Are the sidewalks, leading to the store, clear and accessible?•Are the exterior signs clear and clean?•Is the window glass clean? and presentable?


Store Exteriors:

The exterior of a store is discussed under the following headings:

•Store signs and the Façade•Banners, planters and awnings


Store Exteriors:

Store Signs and the Façade:

•Highlights the name of the store•Adds visual beauty to the street and streetscape•First impression•Sets the look and image of the store•Store façade is the face or front of a building

David Jones Elizabeth StreetAustralia

70th Birthday Celebration

SOUTH CITY MALL


Store Exteriors:

Banners, Planters and Awnings/Canopies:

•Banner is an inexpensive way of promotion•Awnings – cut down the glare on the window glass/protect/integral

Borrow your customers’ eyes!


Store Interiors:

A store interior is usually divided into two sections:

1.The Selling area – where the merchandise is presented to the

customer/shelves/racks holding merchandise/displays/cash registers.

2. Sales support area – contains amenities for

customers/restrooms/lounges/cafes/staff area/space for

merchandise receiving and storage.


Store Interiors:

Display Points: Where all can We Display?

1.Windows

2.Highpoints

3.Focal points

4.Nesting tables

5.Staircase Landings

6.Step Raisers

7.Lift Area

8.Pennants/Danglers

9.Cash Counters

10.Pillars

11.Entrances


Store Interiors:

Windows - Like a visiting card/promotes the store’s

image/provides vital information.

•Keep it simple.•Keep it clean.•Change displays frequently to keep the look fresh.•Lighting is crucial. Use lights to highlight individual items or signs.•Use repetition of shapes and colours to attract attention


Store Interiors:

Windows:

•Cluster items in groups of three or five. Odd numbers are most

pleasing to the eye.•Vary height and depth of items to carry the eye throughout the

display.•Use motion to catch the customer’s eye.•Use light, bright colours.•Continue the theme of the window display with other displays

inside the store.

•


Store Interiors:

Highpoints: A high point refers to that space in the store which is

provided for a display on the wall. It also breaks the monotony of a

wall.

Focal points: Similar to a highpoint, a focal point is also meant to

add interest to the floor. It also acts as a cue.

Nesting tables: Comprises a set of 3-4 tables placed at different

levels (height) to create a cluster. Mostly used to highlight new

arrivals. Can display a range of new merchandise. Can be used

effectively for cross-merchandising

Focal Point DisplaySOUTH CITY MALL

CONTD.


Store Interiors:

Staircase Landings: Refer to the space between two flights of

stairs. Can be used to communicate what can be expected on the

next floor, offers, events, discounts or festival specific merchandise.

Step Raisers: The space between two steps.

Lift Area: Area inside and outside lifts. Can communicate offers,

promotions, store directory etc.

Pennants/Danglers: Communication (printed material) which is

suspended from the ceiling of the store. Visibility from a minimum

distance of about 7’ to 8’ to be ensured.

DANGLERS AND DROP DOWNS AT SOUTH CITY MALL


Store Interiors:

Cash Counters: Give information regarding upcoming events,

exchange policy and loyalty programmes.

SOH (Space on Hire): Space let out to brands (for a rental) to be

used for promotions (visual only). It does not include retail space. An SOH is a non-retail area.

Pillars

Entrances

Cash Counters

Circulation Plan

•A good circulation plan delivers the customers to the merchandise.

•Traffic flow or circulation is vital to the shopping comfort.

•It also gives ease of finding items.

•Shoppers should not have to think about how to move within the

store, but be led through its expanse.

Circulation Plan

Rules of circulation:

•Visibility means access – people like to know where they are going

and where they have been.•Good signage is reassuring to the customers. •Landmarks can create points of reference. Circulation, especially

in larger stores, needs to be clear and easily accessible.•Walkways should let customers penetrate the depth of the store.•Walkways should not continue in straight lines, so as not to appear

never-ending and tiring.•Dead-ends and bottlenecks should be avoided. •Product areas should not look too large and overwhelming as this

can make a customer feel trapped. Points of relaxation need to be

created.

Circulation Plan

Types of Circulation Plans:

•Free Flow•Grid•Race track•Herringbone•Spin

Circulation Plan

Free Flow Circulation: Used in stores where the merchandise and fixtures are grouped in clusters. Fixtures are grouped in patterns that allow an unstructured flow of customer traffic e.g. boutiques.

Advantages:

1.Allows more scope to browse and wander freely.

2.Increases propensity for impulse purchase.

3.Adds to visual appeal.

Disadvantages:

1.Encourages loitering, perhaps even shoplifting

2.Increases confusion, as customers do not understand where to move next.

3.Causes wastage of floor space, thus increasing cost per square foot.

Circulation Plan

Grid Circulation: Aisles and fixtures at right angles to each other e.g. supermarkets. Merchandise is displayed in straight, parallel lines, with secondary aisles at right angles to these. Spencer’s, Food Bazaar etc.

Advantages:

1.Low cost: Space being used to its optimum

2.Customer familiarity: Repeat customers know where to find what

3.Merchandise exposure: Depth of merchandise is clearly visible

4.Simplified security

5.Self-service

Disadvantages:

1.Plain and uninteresting: Limited creativity in décor

2.Limited browsing

3.Stimulation of rushed shopping behaviour

Circulation Plan

Racetrack/Loop Circulation: Used in larger or wider stores where customers are encouraged to circle around the floor (s) and to return where they started from – usually the lift or lobby area – to then move to the next level in the store. E.g. Shoppers Stop, Lifestyle etc.

Advantages:

1.Customer familiarity

2.Merchandise exposure

3.Simplified security

Disadvantages:

1.Plain and uninteresting

2.Limited browsing

Circulation Plan

Herringbone Circulation: Followed in narrow stores (maximum 40 ft. width), wherein there is a single highway – bisecting the store along its length – with ‘side roads’ leading to the walls from it. E.g. Shops at airports, hotels etc.

Advantages:

1.Allowance for browsing and wandering freely

2.Added visual appeal

3.Effective use of space

Disadvantages:

1.Loitering encouraged

2.Limited scope for browsing

Circulation Plan

Spine Circulation: A spine layout is like a herringbone layout – but without the side roads. E.g. Boutique etc.

Advantages:

1.Very good scope for over-the-counter selling

2.Effective use of space, especially for a small store

3.Low cost: Optimum use of space

Disadvantages:

1.Plain and uninteresting

2.Possibly confusing

Most stores combine various circulation plans – to maximize the returns per square feet!

Circulation Plan

Store: •Start by taking the pulse of the merchandise

•Windows set the tone, communicate image and invite

•At the entrance, introductory displays welcome and educate the

customer. The entry area is often referred to as the ‘decompression

zone’, where customers adjust to the new environment

•Once the customers pass through the entrance area, they look at the

prices of the first lot of items, generally to their right. Also called the

‘strike zone’/first impression of the store’s prices

•After the strike-zone, the right wall of the store is usually the most

valuable

Circulation Plan

Aisles: •Store aisles should be wide enough for customers to use

•3’ gap between two fixtures

•Well-lit aisles

•Customers tend to view products from a 45-degree angle and at eye

level

Circulation Plan

Departments: •Departments can be allocated next

•Decide on the space each section requires (for optimum returns)

•What merchandise goes on which level of the store (e.g. non-

apparels on the ground floor, menswear on first floor, ladies and

kid’s wear on second floor etc.)

•Ask: Does the section need a perimeter wall for high-level display, or

an island position (as done for counters selling cosmetics)?

•Generally, customers walk about each floor in what is probably the

most natural sequence – also referred to as the adjacencies.

Formal suits to formal shirts to casual wear.

Circulation Plan

Cash Counter Area: •Place them to the left of the entry area

•Display impulse products around it

•Most captive audiences

Circulation Plan

Rear Area: High-demand products placed here

Add-on merchandise and impulse products placed near/around the demand merchandise

Make a Store Map/Layout

Window Dispalys

Window Display – Designing Process: It is the ‘visiting card’ of a store.

1.Choose a theme/tell a ‘story’

2.Pick appropriately sized items

3.Use space interestingly

4.Create good lighting

Window Dispalys

Window Display – Categories:

1.Closed back window

2.Open back window

Window Dispalys

Window Display vis-à-vis Merchandise:

1.Single-item Display

2.Range-of-goods/line-of-goods Display

3.Associated (Related) Merchandise Display

4.A Variety/Assortment Display

Types of displays

Window Displays: One-item Display

Types of displays

Window Displays: Line-of-Goods Display

Window Displays: Line-of-Goods DisplayPANTALOONS

Window Displays: Line-of-Goods DisplayLITTLE SHOP AT SOUTH CITY MALL

Types of displays

Window Displays: Related Merchandise Display

Window Displays: Related Merchandise Display

Window Dispalys

How to get the Shopper’s Attention:

1.Scale

2.Colour or Contrast

3.Repetition

4.Humour

5.Mirrors

6.Nostalgia

7.Motion

8.Surprise or Shock

9.Props

10.Lighting

Window Dispalys

Types of Setting:

1.Real Setting/closed back window

2.Atmospheric setting

3.Semi-real setting/vignette

4.Whimsical/fantasy setting

5.Abstract setting

BIC session 2

Documents

Transcript of BIC session 2