Graduation project Report

Visual Merchandising

Deepika Gurnani

Accessory Design Department

2007-2011

2011: National Institute of Fashion Technology, Hyderabad.All rights reserved. Not apart of this document may be produced or transformed in any form or by any means, electronics or mechanics including photocopying, recording or any information

or storage retrieval system without the permission in writing from National Institute of Fashion Technology, Hyderabad.

Graduation Project Faculty GuideProf. Mrs. Lakshmi Reddy

This is to certify that the Graduation Project report on Visual Merchandising-Pantaloons Retail India Limited is a bonefied work done by DEEPIKA GURNANI of the Accessory Design batch 2007-2011. It has been submitted in fulfillment of the curriculum requirement of the Accessory Design Program, National Institute of Fashion Technology, Hyderabad and the work is found to be genuine and satisfactory.

Prof. Mrs. Lakshmi ReddyFaculty Guide

Mr. G.C. ReddyCourse CoordinatorAccessory Design NIFT, Hyd

Dr. K.S. Pratap Kumar, IPSDirector,NIFT Hyd.

2011: National Institute of Fashion Technology, Hyderabad.All rights reserved. Not apart of this document may be produced or transformed in any form or by any means, electronics or mechanics including photocopying, recording or any information

or storage retrieval system without the permission in writing from National Institute of Fashion Technology, Hyderabad.

Graduation Project Faculty GuideProf. Mrs. Lakshmi Reddy

This is to certify that the Graduation Project report on Visual Merchandising-Pantaloons Retail India Limited is a bonefied work done by DEEPIKA GURNANI of the Accessory Design batch 2007-2011. It has been submitted in fulfillment of the curriculum requirement of the Accessory Design Program, National Institute of Fashion Technology, Hyderabad and the work is found to be genuine and satisfactory.

Prof. Mrs. Lakshmi ReddyFaculty Guide

Mr. G.C. ReddyCourse CoordinatorAccessory Design NIFT, Hyd

Dr. K.S. Pratap Kumar, IPSDirector,NIFT Hyd.

This is to certify that Deepika Gurnani is a bonefied student of Accessory Design Department of National Institute of Fashion Technology and she has completed the final graduation project successfully by fulfilling the academic requirement and accomplishing the professional tasks entrusted by the industry sponsor.

The Evaluation Jury SignatureName and Designation

1)

2)

3)

4)

Mr. G.C. ReddyCourse CoordiantorAccessory Design NIFT, Hyderabad.

Date:

Jury Certificate

This is to certify that Deepika Gurnani is a bonefied student of Accessory Design Department of National Institute of Fashion Technology and she has completed the final graduation project successfully by fulfilling the academic requirement and accomplishing the professional tasks entrusted by the industry sponsor.

The Evaluation Jury SignatureName and Designation

1)

2)

3)

4)

Mr. G.C. ReddyCourse CoordiantorAccessory Design NIFT, Hyderabad.

Date:

Jury Certificate

Firstly I would like to express my sincere gratitude to the top level management of Pantaloons Retail India Limited of Future Group for giving me the opportunity and freedom to learn and work in these eighteen weeks. At this juncture I would like to express my thanks to Mr. Manish Mehrotra- Business Head for North Zone for providing me with this opportunity.I would also like to thank Mr Dhirender Ralhan Head Experience Design for North Zone for being my industrial guide. It was a great learning experience for me to work with him and the north zone VM team.I would also thank Mrs Anupreet Sabharwal(Operations Manager VM North Zone) and Ms Deepmala Bedi (VM Executive) for their continuous guidance and support through out the project. I extend my thanks to Mrs Ishmeet and Ms Devina Chibber of the HR Department for their co-operation and also for their support to keep my spirits alive till the end of project. Special thanks to the entire staff member right from marketing executives to department managers to sales staff, without their help and support this project would not have been possible.

I am extremenly thankful to Mr. G.C. Reddy- Course Coordinator Acessory Design, NIFT, Hyd, Mr Aviansh Raipally Associate Professor, and Mr Satya Prakash Associate Professor for their valuable and timely help and for the support given by them when ever required and specially during the course of the project.

I would like specially like to thank Prof. Lakshmi Reddy for being my mentor, guru throughout the project. Without her support and able guidance my project would have not shaped into reality.

Acknowledgement

Firstly I would like to express my sincere gratitude to the top level management of Pantaloons Retail India Limited of Future Group for giving me the opportunity and freedom to learn and work in these eighteen weeks. At this juncture I would like to express my thanks to Mr. Manish Mehrotra- Business Head for North Zone for providing me with this opportunity.I would also like to thank Mr Dhirender Ralhan Head Experience Design for North Zone for being my industrial guide. It was a great learning experience for me to work with him and the north zone VM team.I would also thank Mrs Anupreet Sabharwal(Operations Manager VM North Zone) and Ms Deepmala Bedi (VM Executive) for their continuous guidance and support through out the project. I extend my thanks to Mrs Ishmeet and Ms Devina Chibber of the HR Department for their co-operation and also for their support to keep my spirits alive till the end of project. Special thanks to the entire staff member right from marketing executives to department managers to sales staff, without their help and support this project would not have been possible.

I am extremenly thankful to Mr. G.C. Reddy- Course Coordinator Acessory Design, NIFT, Hyd, Mr Aviansh Raipally Associate Professor, and Mr Satya Prakash Associate Professor for their valuable and timely help and for the support given by them when ever required and specially during the course of the project.

I would like specially like to thank Prof. Lakshmi Reddy for being my mentor, guru throughout the project. Without her support and able guidance my project would have not shaped into reality.

Acknowledgement

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. With lifestyle changing , disposable incomes and the changing outlook towards life, an average Indian is becoming very conscious of how one's dressing sense is linked to their personality.

The dynamic exchange of informantion in service that occurs between the customer and a company is termed as consumer interface. It builds a relationship between the customer, retailer and manufacturer and describes how a consumer interacts with the product in a retail outlet.The following document is going to take you through the major projects that I have worked on during the period of my graduation project as a visual merchandiser at Pantaloons Retail India Limited. My first task was to set up the store for end of season sale 2011, main areas focused were ordering and implementation of the docket sent by the head office for windows and cluster. Other collaterals were also considered by me such as danglers, logo placement, extra cash tills and trial room placement in the store and their graphics. The sale communication was to be loud and effective so special emphasis was paid on the facades and out of the store communication.

Second project taken up was the change over from end of season sale to spring summer. The change over of windows, cluster, focal points and facades took place according to the docket for spring summer 2011.The instore graphics were replaced by the new graphics sent for spring summer 2011. The other promotions handled by me were shorts and tees Promotion in a window, Valentines Day Display, Deo's offer and sunshades fest. The weekly change of styling was also an important part of the project.Objectives of the Graduation Project

Pre face Objectives of the Graduation Project

National Institute of fashion technology is one among the premier institutes dedicated to training the professionals in various facets of the fashion industry to respond to global fashion markets with quality design products in the areas of home accessory, Bathroom & Kitchen products, Luxury products, Garden Accessories, Toys and Children products, Architectural Accessories, Door Knobs, Swiches, fashion jewellery, Leather goods, footwear, giftware, Visual merchandising, retail environment design and Lighting and Lighting fixtures. A close interaction with the industry exposes them to the main stream commerce and constrains of the industry and gives them necessary maturity and confidence to make constructive contribution in all design related needs of industries engaged in the international and domestic markets.

Defining the role of Graduation Project in the Design Course.True to its strong industry focus, the successful completion of the programme depends on the students ability to professionally demonstrate an all round competence through a real life industry project. The project format over its 22 weeks duration is structured around internationally followed design approaches and is a constructive experience for its students and industry to appreciated and account for all important parameters governing a specific market/consumer oriented range development maximizing the sponsoring industries strengths.The programme is designed to develop a comprehensive ability of macro level understanding of international markets changing trends within fashion scenariao and a micro level hands on learning about materials technology, production, construction, finishes, design principles, methodologies, design management and design communication.This gives actual hand on exposure to the issues related to design in a real life setting and provides a chance to the students to apply their learning of the previous seven semester.

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. With lifestyle changing , disposable incomes and the changing outlook towards life, an average Indian is becoming very conscious of how one's dressing sense is linked to their personality.

The dynamic exchange of informantion in service that occurs between the customer and a company is termed as consumer interface. It builds a relationship between the customer, retailer and manufacturer and describes how a consumer interacts with the product in a retail outlet.The following document is going to take you through the major projects that I have worked on during the period of my graduation project as a visual merchandiser at Pantaloons Retail India Limited. My first task was to set up the store for end of season sale 2011, main areas focused were ordering and implementation of the docket sent by the head office for windows and cluster. Other collaterals were also considered by me such as danglers, logo placement, extra cash tills and trial room placement in the store and their graphics. The sale communication was to be loud and effective so special emphasis was paid on the facades and out of the store communication.

Second project taken up was the change over from end of season sale to spring summer. The change over of windows, cluster, focal points and facades took place according to the docket for spring summer 2011.The instore graphics were replaced by the new graphics sent for spring summer 2011. The other promotions handled by me were shorts and tees Promotion in a window, Valentines Day Display, Deo's offer and sunshades fest. The weekly change of styling was also an important part of the project.Objectives of the Graduation Project

Pre face Objectives of the Graduation Project

National Institute of fashion technology is one among the premier institutes dedicated to training the professionals in various facets of the fashion industry to respond to global fashion markets with quality design products in the areas of home accessory, Bathroom & Kitchen products, Luxury products, Garden Accessories, Toys and Children products, Architectural Accessories, Door Knobs, Swiches, fashion jewellery, Leather goods, footwear, giftware, Visual merchandising, retail environment design and Lighting and Lighting fixtures. A close interaction with the industry exposes them to the main stream commerce and constrains of the industry and gives them necessary maturity and confidence to make constructive contribution in all design related needs of industries engaged in the international and domestic markets.

Defining the role of Graduation Project in the Design Course.True to its strong industry focus, the successful completion of the programme depends on the students ability to professionally demonstrate an all round competence through a real life industry project. The project format over its 22 weeks duration is structured around internationally followed design approaches and is a constructive experience for its students and industry to appreciated and account for all important parameters governing a specific market/consumer oriented range development maximizing the sponsoring industries strengths.The programme is designed to develop a comprehensive ability of macro level understanding of international markets changing trends within fashion scenariao and a micro level hands on learning about materials technology, production, construction, finishes, design principles, methodologies, design management and design communication.This gives actual hand on exposure to the issues related to design in a real life setting and provides a chance to the students to apply their learning of the previous seven semester.

1

Contents

Company Profile...........................2-9Brands...........................................10VM Introduction............................12-22Printing Techniques.......................23-30Store of the store..........................31-35

Design Project-1Design Methodology......................37BriefTheme Selection............................41-42Company Survey............................43-44User Analysis.................................45-46Mood board...................................47Exploration....................................48Final Sketches and renderings........49Final rendering and prototype........50

Design Project-2Brief.................................51Theme Selection..............52MoodBoard.....................53Explorations....................54Final Drawing and rendering....55Prototype........................56

Project in VMEnd of Season Sale...........57-62Spring Summer 2011........63-67Tees and Shorts Promotion..68Summer Delight...............69-70Conclusion.......................71Appendix.........................72

1

Contents

Company Profile...........................2-9Brands...........................................10VM Introduction............................12-22Printing Techniques.......................23-30Store of the store..........................31-35

Design Project-1Design Methodology......................37BriefTheme Selection............................41-42Company Survey............................43-44User Analysis.................................45-46Mood board...................................47Exploration....................................48Final Sketches and renderings........49Final rendering and prototype........50

Design Project-2Brief.................................51Theme Selection..............52MoodBoard.....................53Explorations....................54Final Drawing and rendering....55Prototype........................56

Project in VMEnd of Season Sale...........57-62Spring Summer 2011........63-67Tees and Shorts Promotion..68Summer Delight...............69-70Conclusion.......................71Appendix.........................72

Company Profile

Brand Value: In 2007 Future Group crosses $1 billion turnover mark

Head Office: 'Knowledge House', Off. Jogeshwari-Vikhroli Link Road, Shyam Nagar, Jogeshwari

[Es], Mumbai - 400 060

Retail Distribition: The group's retail formats bring in around 250 million customer footfalls

every year and provide a platform for over 30,000 small, medium and large entrepreneurs in India to sell their products and services to these customers. The group has a retail presence in 85 cities and 65 rural destinations.

Employees: employs over 35,000 people directly.

Ownership: Future Group, led by its founder and Group CEO, Mr. Kishore Biyani

Awards:

Corporate Leadership & Governance Retail Asia Pacific Top 500 Awards 2006

Asia Pacific Best of the Best Retailers – Pantaloon Retail (India) Ltd Best Retailer in India – Pantaloon Retail (India) Ltd - The company has since won this award for every year till 2011

Asiamoney Awards 2006 Best Managed Company in India (Mid-cap) – Pantaloon retail (India) Ltd.World Retail Congress Awards Emerging Market Retailer of the Year 2007 – Pantaloon Retail (India) Ltd National Retail Federation Awards International Retailer for the Year 2007 – Pantaloon Retail (India) LtdHelwitt Best Employers 2007 Best Employers in India (Rank 14th) – Pantaloon Retail (India) Ltd. Pantaloon Retail became the only retailer to feature among the twenty-five best employers in India. PC World Indian Website Awards

2

Company Profile

Brand Value: In 2007 Future Group crosses $1 billion turnover mark

Head Office: 'Knowledge House', Off. Jogeshwari-Vikhroli Link Road, Shyam Nagar, Jogeshwari

[Es], Mumbai - 400 060

Retail Distribition: The group's retail formats bring in around 250 million customer footfalls

every year and provide a platform for over 30,000 small, medium and large entrepreneurs in India to sell their products and services to these customers. The group has a retail presence in 85 cities and 65 rural destinations.

Employees: employs over 35,000 people directly.

Ownership: Future Group, led by its founder and Group CEO, Mr. Kishore Biyani

Awards:

Corporate Leadership & Governance Retail Asia Pacific Top 500 Awards 2006

Asia Pacific Best of the Best Retailers – Pantaloon Retail (India) Ltd Best Retailer in India – Pantaloon Retail (India) Ltd - The company has since won this award for every year till 2011

Asiamoney Awards 2006 Best Managed Company in India (Mid-cap) – Pantaloon retail (India) Ltd.World Retail Congress Awards Emerging Market Retailer of the Year 2007 – Pantaloon Retail (India) Ltd National Retail Federation Awards International Retailer for the Year 2007 – Pantaloon Retail (India) LtdHelwitt Best Employers 2007 Best Employers in India (Rank 14th) – Pantaloon Retail (India) Ltd. Pantaloon Retail became the only retailer to feature among the twenty-five best employers in India. PC World Indian Website Awards

2

Future Group

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India's leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square feet of retail space in 73 cities and towns and 65 rural ocations across India. Headquartered in Mumbai, Pantaloon Retail employs around 30,000 people and is listed on the Indian stock exchanges. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail.

The group's speciality retail formats include supermarket chain – Food Bazaar, sportswear retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town and rural retail chain, Aadhaar, among others. It also operates popular shopping portal -

Future Capital Holdings, the group's financial arm provides investment advisory to assets worth over $1 Billion that are being invested in consumer brands and companies, real estate, hotels and logistics.

www.futurebazaar.com.

Mr. Kishore Biyani

Brand Logo3

Other group companies include, Future Generali, the group's insurance venture in partnership with Italy's Generali Group, Future Brands, a brand development and IPR company, Future Logistics, providing logistics and distribution solutions to group companies and business partners and Future Media, a retail media initiative.

.The company is present across several lines of business which have various formats:

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV),IPM MEERUT(JV)

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE

Electronics - eZone, Electronic Bazzaar, STAPLES (JV)

Home Improvement - Home Town

Furniture - Collection i, Furniture Bazaar, Home Bazaar

E-tailing (Online Shopping) - www.futurebazaar.com

Books & Music - Depot

Leisure & Entertainment - Bowling Co., F123, TGIF (Thank God it's Friday!)

Wellness - Star & Sitara, Tulsi

Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T 24 (in alliance with TATA Teleservices)

Consumer Durables - Koryo, Sensei, IPAQ

Service - E Care, H Care , Design & Service

Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmedabad)

Investment & Savings - Insurance: ULIP, Pension, Endowment etc

Future Group

4

Future Group

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India's leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square feet of retail space in 73 cities and towns and 65 rural ocations across India. Headquartered in Mumbai, Pantaloon Retail employs around 30,000 people and is listed on the Indian stock exchanges. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail.

The group's speciality retail formats include supermarket chain – Food Bazaar, sportswear retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town and rural retail chain, Aadhaar, among others. It also operates popular shopping portal -

Future Capital Holdings, the group's financial arm provides investment advisory to assets worth over $1 Billion that are being invested in consumer brands and companies, real estate, hotels and logistics.

www.futurebazaar.com.

Mr. Kishore Biyani

Brand Logo3

Other group companies include, Future Generali, the group's insurance venture in partnership with Italy's Generali Group, Future Brands, a brand development and IPR company, Future Logistics, providing logistics and distribution solutions to group companies and business partners and Future Media, a retail media initiative.

.The company is present across several lines of business which have various formats:

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV),IPM MEERUT(JV)

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE

Electronics - eZone, Electronic Bazzaar, STAPLES (JV)

Home Improvement - Home Town

Furniture - Collection i, Furniture Bazaar, Home Bazaar

E-tailing (Online Shopping) - www.futurebazaar.com

Books & Music - Depot

Leisure & Entertainment - Bowling Co., F123, TGIF (Thank God it's Friday!)

Wellness - Star & Sitara, Tulsi

Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T 24 (in alliance with TATA Teleservices)

Consumer Durables - Koryo, Sensei, IPAQ

Service - E Care, H Care , Design & Service

Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmedabad)

Investment & Savings - Insurance: ULIP, Pension, Endowment etc

Future Group

4

Pantaloons Retail India Limited

Pantaloon Retail is the flagship enterprise of the Future Group, with apresence across multiple lines of business. The company owns and manages multiple retail formats that cater to a wide cross-section ofIndian society. Headquartered in Mumbai,

the company operates through four million square feet of retail space, has over 140 stores across 32 cities in India and employs over 14,000 people. The Company was incorporated on the 12th October 1987, under the name of Manz Wear Private Limited. The Company was converted into a Public Limited Company under the name of Manz Wear Limited on 20th September.The Company name was changed to Pantaloon Fashions (India) Limited vide certificate of incorporation dated the 25th September. The Company is engaged in the manufacture and marketing of quality Ready-made Garments for men, including Trousers Shirts, Denims, Blazers and Sleep Suits, at its units located at Andheri in Bombay. The Company's Products are being marketed under the brand name PANTALOON and BARE NECESSITIES through a network of over 300 dealers spanning the Metro and Class l cities in the country. The Company is promoted by Mr. Kishore Biyani, friends and associates.

5

1987 - The Comp. was incorporated on the 12th October, under the name of Manz Wear Private Limited.

- The Comp. name was changed to Pantaloon Fashions [Indias] Limited vide certificate of incorporation dated the 25th September.

- The Comp. is engaged in the manufacture & marketing of quality Ready-made Garments for men, including Trousers, Shirts, Denims, Blazers & Sleep Suits, at its units located at Andheri in Bombay.

1992 - The Comp. has successfully launched the 'Pantaloon' Trousers, Shirts, Denims, Sleep Suits & other ready-made garments.

1992 - The Comp. recently made a Public Issue of 25,55,000 equity shares of Rs.10/- each for cash at par in May. The Comp. has allotted 36,57,100 Equity Shares on 28th July in consultation with the Stock Exchange Bombay.

1996-Pantaloons Fashions [India] Ltd.has launched the Yorker to concede with the world cup

1997 - The Comp. has launched women wear, children wear and household products in the last few months.

1999 - The Comp. opened a state-of-art family store at prestigious 'Crossroads', Haji Ali, Mumbai, spread over an area of 4,500 sq. ft.

- The name of Comp. was changed with the approval of the Members to Pantaloon Retail [India] Ltd.

- The Comp. has recently set up a state-of-the-art trouser manufacturing plant in Mumbai with a capacity of 1,200 pieces per day.

-Retail major Pantaloons has forged an alliance with Arvind Mills for supply of fabric & apparel for its in-house brands.

-Finalised a leasing deal to occupy 50,000 sq ft of space for Rs 25 lakh

-Tied up with Andhra Pradesh Handloom Weavers' Co-operative Society & National Institute of Fashion Technology

Pantaloons: General Timeline

6

Pantaloons Retail India Limited

Pantaloon Retail is the flagship enterprise of the Future Group, with apresence across multiple lines of business. The company owns and manages multiple retail formats that cater to a wide cross-section ofIndian society. Headquartered in Mumbai,

the company operates through four million square feet of retail space, has over 140 stores across 32 cities in India and employs over 14,000 people. The Company was incorporated on the 12th October 1987, under the name of Manz Wear Private Limited. The Company was converted into a Public Limited Company under the name of Manz Wear Limited on 20th September.The Company name was changed to Pantaloon Fashions (India) Limited vide certificate of incorporation dated the 25th September. The Company is engaged in the manufacture and marketing of quality Ready-made Garments for men, including Trousers Shirts, Denims, Blazers and Sleep Suits, at its units located at Andheri in Bombay. The Company's Products are being marketed under the brand name PANTALOON and BARE NECESSITIES through a network of over 300 dealers spanning the Metro and Class l cities in the country. The Company is promoted by Mr. Kishore Biyani, friends and associates.

5

1987 - The Comp. was incorporated on the 12th October, under the name of Manz Wear Private Limited.

- The Comp. name was changed to Pantaloon Fashions [Indias] Limited vide certificate of incorporation dated the 25th September.

- The Comp. is engaged in the manufacture & marketing of quality Ready-made Garments for men, including Trousers, Shirts, Denims, Blazers & Sleep Suits, at its units located at Andheri in Bombay.

1992 - The Comp. has successfully launched the 'Pantaloon' Trousers, Shirts, Denims, Sleep Suits & other ready-made garments.

1992 - The Comp. recently made a Public Issue of 25,55,000 equity shares of Rs.10/- each for cash at par in May. The Comp. has allotted 36,57,100 Equity Shares on 28th July in consultation with the Stock Exchange Bombay.

1996-Pantaloons Fashions [India] Ltd.has launched the Yorker to concede with the world cup

1997 - The Comp. has launched women wear, children wear and household products in the last few months.

1999 - The Comp. opened a state-of-art family store at prestigious 'Crossroads', Haji Ali, Mumbai, spread over an area of 4,500 sq. ft.

- The name of Comp. was changed with the approval of the Members to Pantaloon Retail [India] Ltd.

- The Comp. has recently set up a state-of-the-art trouser manufacturing plant in Mumbai with a capacity of 1,200 pieces per day.

-Retail major Pantaloons has forged an alliance with Arvind Mills for supply of fabric & apparel for its in-house brands.

-Finalised a leasing deal to occupy 50,000 sq ft of space for Rs 25 lakh

-Tied up with Andhra Pradesh Handloom Weavers' Co-operative Society & National Institute of Fashion Technology

Pantaloons: General Timeline

6

2003

Change of Registered Office from 'Pantaloon House', G-11, MIDC, Cross Road A, Andheri [Easts], Mumbai - 400 093 to 'Knowledge House', Off. Jogeshwari-Vikhroli Link Road, Shyam Nagar, Jogeshwari [Es], Mumbai - 400 060 w.e.f. January 31, 2003.

-Teams up with Italian apparel behemoth Moda and Musica to market its casual sportswear brand UMM in the domestic market

-American Funds Insurance Series Global Small Capitalization Fund have acquired 2,09,500 shares of Pantaloon Retail India limited representing 1.152% of total paid up capital of Company

2004

-Pantaloon Retail [Is] limited enters into Strategic alliance with Arvind Brands Ltd.

-Ties up Arvind Brands Ltd for Ruf and Tuf brand at its Big Bazaar outlets across the country

-Pantaloon join hands with Unitech for home stores chain

2005

-Pantaloon sets up restaurant at Bangalore Central Hall

2006

-Pantaloon Retail India Ltd has launched its newest retail venture `Depot'

-Pantaloon Retail signed MOU with Blue Foods on July 31, 2006

2008.

- Pantaloon Retail has inked a 50-50 joint venture pact with French apparel firm Celio to add to its garment retailing in India.

2009

Pantaloons sponsored Ms India beauty pageant along with femina as the main sponsors

Bipasha Basu and Zayed Khan were the brand ambassadors for Pantaloons Retail.

7

Future Group Manifesto

“Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and when they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.Rewrite Rules. Retain Values.

Group Vision

Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most profitable manner.

Vision Mission and Values

8

2003

Change of Registered Office from 'Pantaloon House', G-11, MIDC, Cross Road A, Andheri [Easts], Mumbai - 400 093 to 'Knowledge House', Off. Jogeshwari-Vikhroli Link Road, Shyam Nagar, Jogeshwari [Es], Mumbai - 400 060 w.e.f. January 31, 2003.

-Teams up with Italian apparel behemoth Moda and Musica to market its casual sportswear brand UMM in the domestic market

-American Funds Insurance Series Global Small Capitalization Fund have acquired 2,09,500 shares of Pantaloon Retail India limited representing 1.152% of total paid up capital of Company

2004

-Pantaloon Retail [Is] limited enters into Strategic alliance with Arvind Brands Ltd.

-Ties up Arvind Brands Ltd for Ruf and Tuf brand at its Big Bazaar outlets across the country

-Pantaloon join hands with Unitech for home stores chain

2005

-Pantaloon sets up restaurant at Bangalore Central Hall

2006

-Pantaloon Retail India Ltd has launched its newest retail venture `Depot'

-Pantaloon Retail signed MOU with Blue Foods on July 31, 2006

2008.

- Pantaloon Retail has inked a 50-50 joint venture pact with French apparel firm Celio to add to its garment retailing in India.

2009

Pantaloons sponsored Ms India beauty pageant along with femina as the main sponsors

Bipasha Basu and Zayed Khan were the brand ambassadors for Pantaloons Retail.

7

Future Group Manifesto

“Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and when they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.Rewrite Rules. Retain Values.

Group Vision

Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most profitable manner.

Vision Mission and Values

8

Group Mission

? We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.

?We will be the trend setters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses.

?We shall infuse Indian brands with confidence and renewed ambition.

?We shall be efficient, cost- conscious and committed to quality in whatever we do.We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

Core Values ?Indianness: confidence in ourselves.

?Leadership: to be a leader, both in thought and business.

?Respect & Humility: to respect every individual and be humble in our conduct.

?Introspection: leading to purposeful thinking.

?Openness: to be open and receptive to new ideas, knowledge and information.

?Valuing and Nurturing Relationships: to build long term relationships.

?Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

?Adaptability: to be flexible and adaptable, to meet challenges.

?Flow: to respect and understand the universal laws of nature.

9

Mens Wear

Jhon MilerJM SportBare DenimRIGAjileLombardBare LeisureUMMNon Pvt LabelsUrbanaCelioScullersIndigo Nation

Inhouse brands at Pantaloons

Ladies WearHoneyAkkritiAnnabelleRigBare DenimUMMLee CooperRangmanchNon Pvt LabelsANDRemanika109FScullers

10

Group Mission

? We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.

?We will be the trend setters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses.

?We shall infuse Indian brands with confidence and renewed ambition.

?We shall be efficient, cost- conscious and committed to quality in whatever we do.We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

Core Values ?Indianness: confidence in ourselves.

?Leadership: to be a leader, both in thought and business.

?Respect & Humility: to respect every individual and be humble in our conduct.

?Introspection: leading to purposeful thinking.

?Openness: to be open and receptive to new ideas, knowledge and information.

?Valuing and Nurturing Relationships: to build long term relationships.

?Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

?Adaptability: to be flexible and adaptable, to meet challenges.

?Flow: to respect and understand the universal laws of nature.

9

Mens Wear

Jhon MilerJM SportBare DenimRIGAjileLombardBare LeisureUMMNon Pvt LabelsUrbanaCelioScullersIndigo Nation

Inhouse brands at Pantaloons

Ladies WearHoneyAkkritiAnnabelleRigBare DenimUMMLee CooperRangmanchNon Pvt LabelsANDRemanika109FScullers

10

11

Visual Merchandising

Visual merchandising today forms a critical element of retailing. Besides the facade and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer's comfort and convenience while shopping and overall, offer a superior shopping experienceVisual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new life into his store products. Passion for design and creativity are essential to be a good visual merchandiser. A perfect

design process and the ability to create ideas that are different are required. Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly.

Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.

12

11

Visual Merchandising

Visual merchandising today forms a critical element of retailing. Besides the facade and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer's comfort and convenience while shopping and overall, offer a superior shopping experienceVisual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. A creative and talented retailer can use this upcoming art to breathe in new life into his store products. Passion for design and creativity are essential to be a good visual merchandiser. A perfect

design process and the ability to create ideas that are different are required. Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly.

Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.

12

Purpose

Retail professionals display to make the shopping experience more comfortable, convenient and customer friendly by:

?Making it easier for the shopper to locate the desired category and merchandise.

?Making it easier for the shopper to self-select.

?Making it possible for the shopper to co-ordinate & accessorize.

?Informing about the latest fashion trends by highlighting them at strategic locations.

?Merchandise presentation refers to most basic ways of presenting merchandise in an orderly, understandable, 'easy to shop' and 'find the product' format. This easier format is especially implemented in fast fashion retailers.

?Role Of VM

?Educating the customers about the product/service in an effective and creative way.

?Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.

?Setting the company apart in an exclusive position.

?Establishing linkage between fashion, product design and marketing by keeping the product in prime focus.

?Combining the creative, technical and operational aspects of a product and the business.

?Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.

13

A display window (most commonly called shop window (British English) or store window (American English)) is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop. Display windows at boutiques usually have dressed-up mannequins in them.

Putting a window display of merchandise in a store's window is called "window dressing", which is also used to describe the items displayed themselves. As a figure of speech, "window dressing" means something done to make a better impression, and sometimes implies something dishonest or deceptive.

Display window

14

Purpose

Retail professionals display to make the shopping experience more comfortable, convenient and customer friendly by:

?Making it easier for the shopper to locate the desired category and merchandise.

?Making it easier for the shopper to self-select.

?Making it possible for the shopper to co-ordinate & accessorize.

?Informing about the latest fashion trends by highlighting them at strategic locations.

?Merchandise presentation refers to most basic ways of presenting merchandise in an orderly, understandable, 'easy to shop' and 'find the product' format. This easier format is especially implemented in fast fashion retailers.

?Role Of VM

?Educating the customers about the product/service in an effective and creative way.

?Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value.

?Setting the company apart in an exclusive position.

?Establishing linkage between fashion, product design and marketing by keeping the product in prime focus.

?Combining the creative, technical and operational aspects of a product and the business.

?Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.

13

A display window (most commonly called shop window (British English) or store window (American English)) is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop. Display windows at boutiques usually have dressed-up mannequins in them.

Putting a window display of merchandise in a store's window is called "window dressing", which is also used to describe the items displayed themselves. As a figure of speech, "window dressing" means something done to make a better impression, and sometimes implies something dishonest or deceptive.

Display window

14

?Colour

? Colour is the biggest motivation for shopping. People buy colour before they buy size, fit or price.

?The colour of store display tells the customer if it is subtle, sophisticated, daring. The color also talks about the kind of merchandie available in the store.

? The perception of color is individual.

?However, people tend to agree on which color combinations are pleasing.

? The color wheel is a standard arrangement of 12 colors in a wheel that shows the relationships among the colors.

Elements of design in VM

?The primary colors are red, blue, and yellow.

?The secondary colors are green, violet, and orange.

?The intermediate colors are yellow-orange, yellow-green, blue-green, blue-violet, red-violet, and red-orange

?Black, white, and gray are neutral colors.?

?Hue is the pure color itself, such as red.

?Value refers to the lightness and darkness of the color, that is, how much white or black is mixed with the hue.

?Hues mixed with whites are called tints. (ex. - pink)

?Hues mixed with black are called shades. (ex. – burgundy)

?Intensity refers to the brightness or dullness of a colour.

15

WARM COLOURS

Warm colours are dominant colours that add visual emphasis on

whatever they are applied on. They stand out and catch the users

attention as they create a sense of urgency. This is the reason

they are associated with warnings in our everyday life.

Red through orange and yellow are the warm colours of the

spectrum. The warm colours reach out to us to give a happy

feeling.

COOL COLOURS

Cool colours on the other hand, are opposite, which is why

they are more sutiable for backgrounds or big elements as they

wont overwhelm the contents or other elements. It includes

hues, tints and shades of green and blue. Purple through blue

and green are cool colours. They give a calm feeling.

NEUTRAL COLOURS

Neutral are all shades of Beige, Brown, Grey, Black and

White.

Pastels are from the basic colour wheel but combined with a

lot of white so they are much lighter. These soft colours evoke

a feeling of gentleness.

In Pantaloons Colour blocking is done in the VIBGYOR format. During Winters the shades are displayed

in front and during summer tints are displayed on the front of the table or gondola. This is done because

in winters people prefer darker colours and in summers lighter colours are preferred. The Colour blocking

makes the it convenient for the customer to make the choice.

16

?Colour

? Colour is the biggest motivation for shopping. People buy colour before they buy size, fit or price.

?The colour of store display tells the customer if it is subtle, sophisticated, daring. The color also talks about the kind of merchandie available in the store.

? The perception of color is individual.

?However, people tend to agree on which color combinations are pleasing.

? The color wheel is a standard arrangement of 12 colors in a wheel that shows the relationships among the colors.

Elements of design in VM

?The primary colors are red, blue, and yellow.

?The secondary colors are green, violet, and orange.

?The intermediate colors are yellow-orange, yellow-green, blue-green, blue-violet, red-violet, and red-orange

?Black, white, and gray are neutral colors.?

?Hue is the pure color itself, such as red.

?Value refers to the lightness and darkness of the color, that is, how much white or black is mixed with the hue.

?Hues mixed with whites are called tints. (ex. - pink)

?Hues mixed with black are called shades. (ex. – burgundy)

?Intensity refers to the brightness or dullness of a colour.

15

WARM COLOURS

Warm colours are dominant colours that add visual emphasis on

whatever they are applied on. They stand out and catch the users

attention as they create a sense of urgency. This is the reason

they are associated with warnings in our everyday life.

Red through orange and yellow are the warm colours of the

spectrum. The warm colours reach out to us to give a happy

feeling.

COOL COLOURS

Cool colours on the other hand, are opposite, which is why

they are more sutiable for backgrounds or big elements as they

wont overwhelm the contents or other elements. It includes

hues, tints and shades of green and blue. Purple through blue

and green are cool colours. They give a calm feeling.

NEUTRAL COLOURS

Neutral are all shades of Beige, Brown, Grey, Black and

White.

Pastels are from the basic colour wheel but combined with a

lot of white so they are much lighter. These soft colours evoke

a feeling of gentleness.

In Pantaloons Colour blocking is done in the VIBGYOR format. During Winters the shades are displayed

in front and during summer tints are displayed on the front of the table or gondola. This is done because

in winters people prefer darker colours and in summers lighter colours are preferred. The Colour blocking

makes the it convenient for the customer to make the choice.

16

Color psychology is very important in visual merchandising. Colour can immediately create a mood.

?Yellow: its happy, bright, cheerful, suggestive of change.

?Orange: A friendly sociable colour, exciting and vibrant

?Red: Exciting, Stimulating Conveys Sale, Clearance.

?Pink: Sweet loving pretty, a little girls color,

?Green: An alive, cool and growing colour.

?Blue: Cool calm, comfortable and collected.

?Violet/Purple: happy youthful colour, high fashion colour,

?Brown: warm, natural, earthy, relaxed, unexciting

Black: mystery, threat, intrigue.

?In visual merchandising these colours create an image about the brand in the mind if the customer. Its very important to select the correct colours and its hue as it directly would have an effect on the sale and footfall.

Colour Psychology

17

Texture

? Texture are suggestive.

?Soft silks and satins suggests feminity and sensuousness.

?Velvet is deep and suggests rich, dark, mysterious.

?Rough texture such as coarse linens, nubby wools, tweeds are masculine, rugged, natural and earthy.

?Gravel, sand stones bricks suggest open spaced hence are good for beachwear, sports wear, camping and country.

Elements of design in VM

Lines

? Line refers to a one-dimensional mark that looks as if it were drawn by a pen.

? Can be an actual line drawn by a pen

? Can be a boundary, such as where 2 walls meet or a seems joins 2 pieces of fabric

? Can be straight, curved, or jagged

? A line also has direction (horizontal, vertical, or diagonal)

? Vertical Lines: Strenght, Pride, majesty and dignity.

? Horizontal lines: easygoing, restful quality.

? Curved Lines: personifies grace, charm and feminity.

? Daigonal lines: forceful strong and dynamic.

18

Color psychology is very important in visual merchandising. Colour can immediately create a mood.

?Yellow: its happy, bright, cheerful, suggestive of change.

?Orange: A friendly sociable colour, exciting and vibrant

?Red: Exciting, Stimulating Conveys Sale, Clearance.

?Pink: Sweet loving pretty, a little girls color,

?Green: An alive, cool and growing colour.

?Blue: Cool calm, comfortable and collected.

?Violet/Purple: happy youthful colour, high fashion colour,

?Brown: warm, natural, earthy, relaxed, unexciting

Black: mystery, threat, intrigue.

?In visual merchandising these colours create an image about the brand in the mind if the customer. Its very important to select the correct colours and its hue as it directly would have an effect on the sale and footfall.

Colour Psychology

17

Texture

? Texture are suggestive.

?Soft silks and satins suggests feminity and sensuousness.

?Velvet is deep and suggests rich, dark, mysterious.

?Rough texture such as coarse linens, nubby wools, tweeds are masculine, rugged, natural and earthy.

?Gravel, sand stones bricks suggest open spaced hence are good for beachwear, sports wear, camping and country.

Elements of design in VM

Lines

? Line refers to a one-dimensional mark that looks as if it were drawn by a pen.

? Can be an actual line drawn by a pen

? Can be a boundary, such as where 2 walls meet or a seems joins 2 pieces of fabric

? Can be straight, curved, or jagged

? A line also has direction (horizontal, vertical, or diagonal)

? Vertical Lines: Strenght, Pride, majesty and dignity.

? Horizontal lines: easygoing, restful quality.

? Curved Lines: personifies grace, charm and feminity.

? Daigonal lines: forceful strong and dynamic.

18

Rhythm, Balance and proportion

? A good display composition should have a rhythm, a movement from element to element, from background to foreground, from side to side.

? The rhythm should lead the viewers eyes from the dominating object to subordinate object.

?Emphasis is drawing the attention of the viewer to the most important part of a display.

?Movement refers to the way the design guides the viewers' eyes over an item or display.

?Balance refers to the way items are placed around an imaginary centerline.

?Formal balance means that you have an object on one side of the line, and another object of equal size the same distance from the line on the other side.

?Proportion refers to the size and space relationship of all items in a display.

?Proportion can also be applied to a single item, for which you consider the size and space relationships of all the parts of the item to the whole item.

19

Mannequin and styling

?Mannequins are a very important part of the display in the stores.

?It not only promotes the sale but also educates the customer about the merchandise available in the store and the kind of look that is being followed in a particular season.

?Just by changing the ensemble we can create different looks for the mannequins hence we can create different styles to go with different themes taken up by the store.

?By using a mannequin we sell the whole coordinated look i.e. top wear, bottom wear, footwear, accessories etc.

?A mannequin wearing a garment makes a huger impact than the display on the hanger as it visually attracts the customer by showing them the fit of a particular garmnet.

?It is very important for a Visual Merchandiser to style the mannequin in an appealing manner if one fails to achieve it the store gives a negative impact on the customers.

20

Rhythm, Balance and proportion

? A good display composition should have a rhythm, a movement from element to element, from background to foreground, from side to side.

? The rhythm should lead the viewers eyes from the dominating object to subordinate object.

?Emphasis is drawing the attention of the viewer to the most important part of a display.

?Movement refers to the way the design guides the viewers' eyes over an item or display.

?Balance refers to the way items are placed around an imaginary centerline.

?Formal balance means that you have an object on one side of the line, and another object of equal size the same distance from the line on the other side.

?Proportion refers to the size and space relationship of all items in a display.

?Proportion can also be applied to a single item, for which you consider the size and space relationships of all the parts of the item to the whole item.

19

Mannequin and styling

?Mannequins are a very important part of the display in the stores.

?It not only promotes the sale but also educates the customer about the merchandise available in the store and the kind of look that is being followed in a particular season.

?Just by changing the ensemble we can create different looks for the mannequins hence we can create different styles to go with different themes taken up by the store.

?By using a mannequin we sell the whole coordinated look i.e. top wear, bottom wear, footwear, accessories etc.

?A mannequin wearing a garment makes a huger impact than the display on the hanger as it visually attracts the customer by showing them the fit of a particular garmnet.

?It is very important for a Visual Merchandiser to style the mannequin in an appealing manner if one fails to achieve it the store gives a negative impact on the customers.

20

Focal Points

In pantaloons various sections have been given a focal point on the aisle where a mannequin is displayed highlighting the clothes of that particular section. The styling of that mannequin is changed every fortnight and is generally done with slow moving merchandise to increase the sale of the particular product category.

VM Collaterals

Fixtures Used

?Two way browser: hanging capacity 3 styles 6 pieces each.Total number of garment=18

?Waterfall: 2 styles, 6 pieces of each, Total number of garmnets=12

?Gondoals: There were two types of gondolas in the store

a) Hang and stack gondola: One side there is a straight arm to hang the merchandise while on the other side there are shelves to stack the garments. Maximum capacity for hanging 7 styles 6 pieces each=42 pieces. Maximum capacity for stack side 4 piles on one shelf with 8 merchandise on each stack.

b) Hang and hang gondola: Both the sides of the gondola have rods to hang the merchandise.

?On the walls merchandise was displayed either on a T arm or a water fall arm. For T arm maximum capacity is 18 and for waterfall arm it is 12.

?For stacking shelves were used. The stacking capacity on the wall was 8-10 garments maximum.

21

Graphics

Each brand in the store has been given a highpoint visual communicating the brand image. It is changed every year twice, once during Spring Summer and again during Autumn Winter.

During some promotion the graphics are put up in the store for communication to the customer. This can be done through danglers, a column visual or a standee at prominent places.

22

Focal Points

In pantaloons various sections have been given a focal point on the aisle where a mannequin is displayed highlighting the clothes of that particular section. The styling of that mannequin is changed every fortnight and is generally done with slow moving merchandise to increase the sale of the particular product category.

VM Collaterals

Fixtures Used

?Two way browser: hanging capacity 3 styles 6 pieces each.Total number of garment=18

?Waterfall: 2 styles, 6 pieces of each, Total number of garmnets=12

?Gondoals: There were two types of gondolas in the store

a) Hang and stack gondola: One side there is a straight arm to hang the merchandise while on the other side there are shelves to stack the garments. Maximum capacity for hanging 7 styles 6 pieces each=42 pieces. Maximum capacity for stack side 4 piles on one shelf with 8 merchandise on each stack.

b) Hang and hang gondola: Both the sides of the gondola have rods to hang the merchandise.

?On the walls merchandise was displayed either on a T arm or a water fall arm. For T arm maximum capacity is 18 and for waterfall arm it is 12.

?For stacking shelves were used. The stacking capacity on the wall was 8-10 garments maximum.

21

Graphics

Each brand in the store has been given a highpoint visual communicating the brand image. It is changed every year twice, once during Spring Summer and again during Autumn Winter.

During some promotion the graphics are put up in the store for communication to the customer. This can be done through danglers, a column visual or a standee at prominent places.

22

Research On Print and media

1)Eco Solvent printing machine

ROLAND RS 640.

?It is combination of printer and software advancements that control the ink firing at the edge of each pass and deliver the proper ink density for all media in every print mode.

?The result is improved print quality and throughput while virtually eliminating banding.

?Prints 136.7 sq feet/hour

Energy efficinet and low maintainece

Ecosolvent Ink

?Eco-solvent is a form of the non-water based ink that is made from ether extracts taken from refined mineral oil;.

?Eco-solvents are also known as soft or mild ink; this form makes the creation of a reliable printer easier because of its slow dry time and the need for multiple heaters in the printer.

?

Eco-Sol Max is a remarkable innovation in ink technology. Building on Roland's award-winning eco-solvent ink, ECO-SOL MAX features several new enhancements including faster drying time, higher density, wider color gamut, improved scratch resistance, lower cost per square foot, and broader uncoated media support.

23

RELIABILITY

Its is a bulletproof production machine. With regular maintenance it will provide years of trouble free service.

Low running Costs: Eco solvent boosts the performance of Roland eco solvent ink jet at low running cost that both vendor and customer will appretiate.

Two years trouble free warranty

Environmental commitment Every Roland product today is designed and manufactured through processes that meet ISO 9001:2008 standards. These standards require the company to:

· Prevent global warming

· Use recyclable resources

· Increase environmental awareness

· Disclose information on the environmental attributes of the product

Integrated Heater System

Roland printers features a built-in 2-stage integrated heater system to accommodate a

wide range of media options. This advanced system precisely controls the proper amount of

heat for each application, yielding outstanding results every time.

24

Research On Print and media

1)Eco Solvent printing machine

ROLAND RS 640.

?It is combination of printer and software advancements that control the ink firing at the edge of each pass and deliver the proper ink density for all media in every print mode.

?The result is improved print quality and throughput while virtually eliminating banding.

?Prints 136.7 sq feet/hour

Energy efficinet and low maintainece

Ecosolvent Ink

?Eco-solvent is a form of the non-water based ink that is made from ether extracts taken from refined mineral oil;.

?Eco-solvents are also known as soft or mild ink; this form makes the creation of a reliable printer easier because of its slow dry time and the need for multiple heaters in the printer.

?

Eco-Sol Max is a remarkable innovation in ink technology. Building on Roland's award-winning eco-solvent ink, ECO-SOL MAX features several new enhancements including faster drying time, higher density, wider color gamut, improved scratch resistance, lower cost per square foot, and broader uncoated media support.

23

RELIABILITY

Its is a bulletproof production machine. With regular maintenance it will provide years of trouble free service.

Low running Costs: Eco solvent boosts the performance of Roland eco solvent ink jet at low running cost that both vendor and customer will appretiate.

Two years trouble free warranty

Environmental commitment Every Roland product today is designed and manufactured through processes that meet ISO 9001:2008 standards. These standards require the company to:

· Prevent global warming

· Use recyclable resources

· Increase environmental awareness

· Disclose information on the environmental attributes of the product

Integrated Heater System

Roland printers features a built-in 2-stage integrated heater system to accommodate a

wide range of media options. This advanced system precisely controls the proper amount of

heat for each application, yielding outstanding results every time.

24

?

?

?

?

SOLVENT PRINTING MACHINEColorjet P8/P12 Series

The Machine uses sovent ink for printing.

The machine is designed to be easy to use.

It can print on variety of substrates- flex, vinyl, backlit vinyl etc.

The printer comes in configuration of 4/8/12 XJ 128/360 plus heads.

Colors supported on printer are either 4 or 6 colours.

Easy to handle and efficient user interface.

Dual media feed Rollers for providing ease of loading the media.

Auto media feed and take up for roll to roll printing.

High air displacement fans for effective and fast drying of the prints.

PID (Proportional Integral Derivative) controllers are used in controlling the heaters deployed in pre heating and post heating of the media. Ink feed to the sub tanks is through a diaphragm pumps.

Manually feed ink to sub tanks is possible through a push button switch.

?

?

?

?

?

?

?

?

25

Solvent Ink

Solvent ink is a relatively inexpensive type of ink made to work in inkjet printers. In the world of ink the term solvent is used to mean any ink that is, in fact, not made with a water base. The main ingredient of these inks are volatile organic compounds (VOCs), organic chemical compounds that have high vapor pressures. Color is achieved with pigments rather than dyes for excellent fade-resistance. The chief advantage of solvent inks is that they are comparatively inexpensive and enable printing on flexible, uncoated vinyl substrates, which are used to produce vehicle graphics, billboards, banners and adhesive decals. Disadvantages include the vapour produced by the solvent and the need to dispose of used solvent. Unlike most aqueous inks, prints made using solvent-based inks are generally waterproof and ultraviolet-resistant (for outdoor use) without special over-coatings. The high print speed of many solvent printers demands special drying equipment, usually a combination of heaters and blowers. The substrate is usually heated immediately before and after the print heads apply ink.

26

?

?

?

?

SOLVENT PRINTING MACHINEColorjet P8/P12 Series

The Machine uses sovent ink for printing.

The machine is designed to be easy to use.

It can print on variety of substrates- flex, vinyl, backlit vinyl etc.

The printer comes in configuration of 4/8/12 XJ 128/360 plus heads.

Colors supported on printer are either 4 or 6 colours.

Easy to handle and efficient user interface.

Dual media feed Rollers for providing ease of loading the media.

Auto media feed and take up for roll to roll printing.

High air displacement fans for effective and fast drying of the prints.

PID (Proportional Integral Derivative) controllers are used in controlling the heaters deployed in pre heating and post heating of the media. Ink feed to the sub tanks is through a diaphragm pumps.

Manually feed ink to sub tanks is possible through a push button switch.

?

?

?

?

?

?

?

?

25

Solvent Ink

Solvent ink is a relatively inexpensive type of ink made to work in inkjet printers. In the world of ink the term solvent is used to mean any ink that is, in fact, not made with a water base. The main ingredient of these inks are volatile organic compounds (VOCs), organic chemical compounds that have high vapor pressures. Color is achieved with pigments rather than dyes for excellent fade-resistance. The chief advantage of solvent inks is that they are comparatively inexpensive and enable printing on flexible, uncoated vinyl substrates, which are used to produce vehicle graphics, billboards, banners and adhesive decals. Disadvantages include the vapour produced by the solvent and the need to dispose of used solvent. Unlike most aqueous inks, prints made using solvent-based inks are generally waterproof and ultraviolet-resistant (for outdoor use) without special over-coatings. The high print speed of many solvent printers demands special drying equipment, usually a combination of heaters and blowers. The substrate is usually heated immediately before and after the print heads apply ink.

26

Lamination Machine

Once the vinyl is printed it needs to be laminated for durability and longer life.

The lamination is self adhesive

The lamination is pealed and kept on the vinyl and the machine is rolled to stick the lamination to the vinyl.

27

Cutting/plotting machine

Generally the hardware is identical to a traditional plotter except that the ink pen is replaced by a very sharp knife that is use to cut out each shape, and the plotter may have a pressure control to adjust how hard the knife presses down into the vinyl film, allowing designs to be fully or partly cut out.

The vinyl knife is usually shaped like a plotter pen and is mounted on ball-bearings so that the knife edge rotates to face the correct direction as the plotter head moves.

The machine cuts the vinyl according to the artwork fed in the software. The self adhesive vinyl is used in this machine.

After cutting the vinly is pealed of and pasted on the base and the extra portion is removed.

28

Lamination Machine

Once the vinyl is printed it needs to be laminated for durability and longer life.

The lamination is self adhesive

The lamination is pealed and kept on the vinyl and the machine is rolled to stick the lamination to the vinyl.

27

Cutting/plotting machine

Generally the hardware is identical to a traditional plotter except that the ink pen is replaced by a very sharp knife that is use to cut out each shape, and the plotter may have a pressure control to adjust how hard the knife presses down into the vinyl film, allowing designs to be fully or partly cut out.

The vinyl knife is usually shaped like a plotter pen and is mounted on ball-bearings so that the knife edge rotates to face the correct direction as the plotter head moves.

The machine cuts the vinyl according to the artwork fed in the software. The self adhesive vinyl is used in this machine.

After cutting the vinly is pealed of and pasted on the base and the extra portion is removed.

28

Frontlit Flex

Coated Frontlit is widely used in outdoor advertising featured anti-infiltration, good peel strength and good tensile strength. It appears better visual effects than laminated flex. The special surface coating optimizes ink adhesion and color reproduction for long-lasting brilliant prints. It is widely used in indoor and outdoor

Advantages of Frontlits:

1) Suitable for all solvent-based inkjet system 2) Glossy and matte type available 3) Anti flame available 4) Weather resistant (UV, rain and frost) 5) Seamless 6) Grey/black back available

Applications

1) Billboard (frontlit) 2) Display (indoor and outdoor) 3) Banners 4) Building murals and instore displays 5) Exhibition booth decoration

Backlit Flex

Backlits are signs created with lighting projected from

behind the image. they are one on the most impactful way to display a message. Backlits can be used for both indoor and outdoor applications for billboards, shop windows and in-store displays. Backlit sizes can go up to 5m in width. For true photographic reproduction, backlits need to be printed on a light jet printer with a maximum width of 2m wide

29

Advantages of backlits

1. They really stand out, day and night 2. The graphic is given a sharper look by the light 3. Backlits are a modern and stylish way to display a message 4. Backlits are easy to install 5. Backlits can be custom made with lightboxes cut to any shape 6. Backlits are available as double sided signs

Vinyl SheetThe most commonly used material is a vinyl technically known as PVC. They can be used with or without lamination.Types:AdhesiveNon adhesiveSelf AdhesiveTranslit film

SunboradThese are PVC foam sheets used as stiffening material.They are easy to cut, drill, fastened, sawed and rivetted.AdvantagesLight in weightFree from heavy materialsFire retarding and self extinguishingWide range in term of thickness 2-20mmWeather resistanceImpact resistant and shatter proof.

30

Frontlit Flex

Coated Frontlit is widely used in outdoor advertising featured anti-infiltration, good peel strength and good tensile strength. It appears better visual effects than laminated flex. The special surface coating optimizes ink adhesion and color reproduction for long-lasting brilliant prints. It is widely used in indoor and outdoor

Advantages of Frontlits:

1) Suitable for all solvent-based inkjet system 2) Glossy and matte type available 3) Anti flame available 4) Weather resistant (UV, rain and frost) 5) Seamless 6) Grey/black back available

Applications

1) Billboard (frontlit) 2) Display (indoor and outdoor) 3) Banners 4) Building murals and instore displays 5) Exhibition booth decoration

Backlit Flex

Backlits are signs created with lighting projected from

behind the image. they are one on the most impactful way to display a message. Backlits can be used for both indoor and outdoor applications for billboards, shop windows and in-store displays. Backlit sizes can go up to 5m in width. For true photographic reproduction, backlits need to be printed on a light jet printer with a maximum width of 2m wide

29

Advantages of backlits

1. They really stand out, day and night 2. The graphic is given a sharper look by the light 3. Backlits are a modern and stylish way to display a message 4. Backlits are easy to install 5. Backlits can be custom made with lightboxes cut to any shape 6. Backlits are available as double sided signs

Vinyl SheetThe most commonly used material is a vinyl technically known as PVC. They can be used with or without lamination.Types:AdhesiveNon adhesiveSelf AdhesiveTranslit film

SunboradThese are PVC foam sheets used as stiffening material.They are easy to cut, drill, fastened, sawed and rivetted.AdvantagesLight in weightFree from heavy materialsFire retarding and self extinguishingWide range in term of thickness 2-20mmWeather resistanceImpact resistant and shatter proof.

30

Detailed study of the store

Pantaloons Ambience Mall,

Gurgaon

Layout:Ground Floor

Windows

Cluster

Focal Points

Focal Points

Landing

31

Detailed study of the store

1 O1 Main Window 1

60+207(w) by 126 (h)

88+199(w) X

151(h)

2 O2 Main Window 2 252(w)X127(h) 237(w)X144(h)

3 O3 Main Window 3

290(w) X 84(h)

side:

30(w)X108(h)

300(W)X135(h)

6 O4 Main Cluster Base: 72X72

7 O5 Focal Point -109 F 27.5"(w)X84"(h)

8 O6 Focal Point -Ladies Ethnic 30.5"(w) by

94"(h)

9 O7 Focal Point -UMM 50"(w)X123"(h)

10 O8 Focal Point -Annabelle 27.5"(w)X85"(h)

11 O9 Focal Point Men's Casual (Rig) 39(w)X74.5

12 O10 Focal Point -Men's Formal Lombard 28” w x84.5” h

Window Cluster and focal points

32

Detailed study of the store

Pantaloons Ambience Mall,

Gurgaon

Layout:Ground Floor

Windows

Cluster

Focal Points

Focal Points

Landing

31

Detailed study of the store

1 O1 Main Window 1

60+207(w) by 126 (h)

88+199(w) X

151(h)

2 O2 Main Window 2 252(w)X127(h) 237(w)X144(h)

3 O3 Main Window 3

290(w) X 84(h)

side:

30(w)X108(h)

300(W)X135(h)

6 O4 Main Cluster Base: 72X72

7 O5 Focal Point -109 F 27.5"(w)X84"(h)

8 O6 Focal Point -Ladies Ethnic 30.5"(w) by

94"(h)

9 O7 Focal Point -UMM 50"(w)X123"(h)

10 O8 Focal Point -Annabelle 27.5"(w)X85"(h)

11 O9 Focal Point Men's Casual (Rig) 39(w)X74.5

12 O10 Focal Point -Men's Formal Lombard 28” w x84.5” h

Window Cluster and focal points

32

Detailed study of the store

Columns/Pillars

33

Detailed study of the store

Columns/Pillars

34

Detailed study of the store

Columns/Pillars

33

Detailed study of the store

Columns/Pillars

34

Detailed study of the store

Facades

35

Design Projects

36

Detailed study of the store

Facades

35

Design Projects

36

Design Methodology

Initial Brief and problem identification

Word Search

Theme Selection

Mood Board

Market Survey

Explorations

Final Drawings

Renderings

Prototype

Redefining the Brief

37

Initial Brief

To increase the sale of kids wear in the store.

Problem Identification:

1) Low footfall in the kids sectionReason1: Kids section is on the first floor, while ladies section is on the ground floor so women coming in from the first floor entrance do not go to the first floor unless they want to buy mens wear and kid wear

Reason2: there was no display at the first floor entrance neither through window or cluster.

Reason 3: No communication that the store has kids wear. In the ground floor windows the styling was done with mens and women wear but kids wear was not highlighted.

2) Marketing team has no offers going on on kids wear, while mens and women wear have offers going on which enhances the sale.

3)Adverisements in news paper focuses on mens wear and women wear. Kids wear not communicated.

38

Design Methodology

Initial Brief and problem identification

Word Search

Theme Selection

Mood Board

Market Survey

Explorations

Final Drawings

Renderings

Prototype

Redefining the Brief

37

Initial Brief

To increase the sale of kids wear in the store.

Problem Identification:

1) Low footfall in the kids sectionReason1: Kids section is on the first floor, while ladies section is on the ground floor so women coming in from the first floor entrance do not go to the first floor unless they want to buy mens wear and kid wear

Reason2: there was no display at the first floor entrance neither through window or cluster.

Reason 3: No communication that the store has kids wear. In the ground floor windows the styling was done with mens and women wear but kids wear was not highlighted.

2) Marketing team has no offers going on on kids wear, while mens and women wear have offers going on which enhances the sale.

3)Adverisements in news paper focuses on mens wear and women wear. Kids wear not communicated.

38

1) Move the kids wear section to the ground floor.Response from management: Not possible as the layout of the store cannot be changed. It is decided head office.

2) To have a cluster near the first floor entrance to attract the customers entering from fist floor which would increase the foot fall in kids section and also communicate that the store keeps kids wear.Response from Management: To go ahead with the panning and execution for a cluster dispaly at first floor entrance.

3) To keep a window for kids at the ground floor which would attract kids who might force the parents enter the store and also attract the parents coming without kids to enter the store.Response from Management: To design the window and wait till it gets approved by the head office for execution.

4)To give kids wear communication at the ground floor pillar/column.Response from management: Go ahead.Problem faced: no pillar/column empty already spring-Summer shoots ahve been executed.

5)To have kids wear backlit box at the entry on first floor.Response from the management: Company doesn’t want to spend on another backlit when one is available at the ground floor entry.

6) To have cartoons or graphics in the section to attract kids.

Design Solutions given

39

Redefining the Brief

To design a kids window display for ground floor entrance to highlight kids wear in order to attract kids as well as parents in order to increase the footfall and sale. The display should have playful elements and should not overshadow the merchandise displaced. Should not be against the brand perception and image.

Word Search

Toys

Holidays Kites

cartoons

Underwater

Art and craft

Alphabets

barbie

Birds

BubblesCircus

comics

colours

castel

Nursery rhymes

icecream

Fruits

Fun

animals

toycars

train

cards

gamesludo

monopoly

pictionary

40

1) Move the kids wear section to the ground floor.Response from management: Not possible as the layout of the store cannot be changed. It is decided head office.

2) To have a cluster near the first floor entrance to attract the customers entering from fist floor which would increase the foot fall in kids section and also communicate that the store keeps kids wear.Response from Management: To go ahead with the panning and execution for a cluster dispaly at first floor entrance.

3) To keep a window for kids at the ground floor which would attract kids who might force the parents enter the store and also attract the parents coming without kids to enter the store.Response from Management: To design the window and wait till it gets approved by the head office for execution.

4)To give kids wear communication at the ground floor pillar/column.Response from management: Go ahead.Problem faced: no pillar/column empty already spring-Summer shoots ahve been executed.

5)To have kids wear backlit box at the entry on first floor.Response from the management: Company doesn’t want to spend on another backlit when one is available at the ground floor entry.

6) To have cartoons or graphics in the section to attract kids.

Design Solutions given

39

Redefining the Brief

To design a kids window display for ground floor entrance to highlight kids wear in order to attract kids as well as parents in order to increase the footfall and sale. The display should have playful elements and should not overshadow the merchandise displaced. Should not be against the brand perception and image.

Word Search

Toys

Holidays Kites

cartoons

Underwater

Art and craft

Alphabets

barbie

Birds

BubblesCircus

comics

colours

castel

Nursery rhymes

icecream

Fruits

Fun

animals

toycars

train

cards

gamesludo

monopoly

pictionary

40

Theme selected

Theme selected by the management was kites which would add a playful element to the dispaly.As flying kites is an Indian tradition it would be according to the brand image, and also it would attract the parents who have at one point in their life flown kites. The kids these days would get attracted by the kites as its something new for them and also the bright colours would be an attraction.

Research on the Theme

A kite is a tethered aircraft. The necessary lift that makes the kite wing fly is generated when air (or in some cases water) flows over and under the kite's wing.Kites are usually heavier-than-air, but there is a second category of lighter-than-air kite called a kytoon which may be filled with hydrogen, hot air, methane, or helium; these stay aloft with or without wind; at calm they float; at wind they receive lift from buoyancy and aerodynamic lift. Kytoons have been made in toy-scale as well as military large scale.Kites may be flown for recreation, art or other practical uses. Sport kites can be flown in aerial ballet, sometimes as part of a competition. Power kites are multi-line steerable kites designed to generate large forces which can be used to power activities such as kite surfing, kite landboarding, kite buggying and a new trend snow kiting. Kites towed behind boats can lift passengers which has had useful military applications in the past.

41

Kites are popular during the Indian festival of Makar Sankranti. This spring festival is celebrated generally during mid of January, in accordance with the Indian calender, with millions of people flying kites all over northern India. The states of Bihar, Jharkhand, Gujarat, West Bengal, Rajasthan, Punjab etc. are notable for their kite fighting festivals. Kite flying in Hyderabad starts a month before the official kite flying festival (Sankranthi). The thread used to fly kites is known as 'Manjaa'. Highly maneuverable single-string paper and bamboo kites are flown from the rooftops while using line friction in an attempt to cut each other's kite lines, either by letting the line loose at high speed or by pulling the line in a fast and repeated manner. Kite flying/fighting is an important part of other celebrations, including Republic Day, Independence Day, Raksha Bandhan, and Janmashtami.

An international kite festival is held every year before Uttarayan for three days in Vadodara, Surat and Ahmedabad. People start flying kites early in the morning and continue until the evening. The kite is known as 'Patang' in India. People fly kites in Indian Punjab on occasion of Lohri (Punjabi name for Makar Sankranti) and Basant Punchami.

Kite Flying tradition in India

42

Theme selected

Theme selected by the management was kites which would add a playful element to the dispaly.As flying kites is an Indian tradition it would be according to the brand image, and also it would attract the parents who have at one point in their life flown kites. The kids these days would get attracted by the kites as its something new for them and also the bright colours would be an attraction.

Research on the Theme

A kite is a tethered aircraft. The necessary lift that makes the kite wing fly is generated when air (or in some cases water) flows over and under the kite's wing.Kites are usually heavier-than-air, but there is a second category of lighter-than-air kite called a kytoon which may be filled with hydrogen, hot air, methane, or helium; these stay aloft with or without wind; at calm they float; at wind they receive lift from buoyancy and aerodynamic lift. Kytoons have been made in toy-scale as well as military large scale.Kites may be flown for recreation, art or other practical uses. Sport kites can be flown in aerial ballet, sometimes as part of a competition. Power kites are multi-line steerable kites designed to generate large forces which can be used to power activities such as kite surfing, kite landboarding, kite buggying and a new trend snow kiting. Kites towed behind boats can lift passengers which has had useful military applications in the past.

41

Kites are popular during the Indian festival of Makar Sankranti. This spring festival is celebrated generally during mid of January, in accordance with the Indian calender, with millions of people flying kites all over northern India. The states of Bihar, Jharkhand, Gujarat, West Bengal, Rajasthan, Punjab etc. are notable for their kite fighting festivals. Kite flying in Hyderabad starts a month before the official kite flying festival (Sankranthi). The thread used to fly kites is known as 'Manjaa'. Highly maneuverable single-string paper and bamboo kites are flown from the rooftops while using line friction in an attempt to cut each other's kite lines, either by letting the line loose at high speed or by pulling the line in a fast and repeated manner. Kite flying/fighting is an important part of other celebrations, including Republic Day, Independence Day, Raksha Bandhan, and Janmashtami.

An international kite festival is held every year before Uttarayan for three days in Vadodara, Surat and Ahmedabad. People start flying kites early in the morning and continue until the evening. The kite is known as 'Patang' in India. People fly kites in Indian Punjab on occasion of Lohri (Punjabi name for Makar Sankranti) and Basant Punchami.

Kite Flying tradition in India

42

Competitor Survey

· Reliance Trends? Use of monochromatic colour scheme in window

and cluster· Orange and green highlighted . maybe to show

trigger Indian feeling in the minds of the customers.

· Jhon players branding in one window. With a mannequin In formal styling

· Two windows showing the difference in price given by reliance. Showing it's a mass brand and not a luxury brand. Mannequins styled in suit and kids wear.

· Stocking flowers used as props to highlight spring summer collection.

· Simple styling.· No props used.

Allen Solly

· Two huge banana leaves used. Made of wood, wooden texture purposely shown.

· Flamingoes made of thermocol used.· Gives a very river/countryside effect.· Cool summery casuals are made to wear on the

mannequins.· Wood adds to the cooling effect.

Arrow· Created a beach effect.· Sunboard placed.· Printed sand vinyl.· Spade and bucket used as props.· Shed as fixture with bike and antique cars give

a very retro look to the display.· Photographs used are out of comic books (pld

print)to add to the rustic effect.

43

Competitor Survey

United Colurs of Benneton

· Backlit with print.· Party wear styling in bright colours· Wooded levelers with merchandise.· Tree used for kids display with printed leaves.(

attractive)· Kids on wooden levelers.· Huge pink and white rings of S/B going through

each other placed n one corner.

Marks and Spencer

· Usage of Wooden props.· Wooden sticks arrange in a circular manner

repeated at an angle.· Forms an image of the sun-(according to me)· Form generated through repetition.· Same element is used in backdrop and on glass

through vinyl print.· Subtle colours like beige and browns used to

highlight spring summer merchandise which is fresh and colourful.

44

Competitor Survey

· Reliance Trends? Use of monochromatic colour scheme in window

and cluster· Orange and green highlighted . maybe to show

trigger Indian feeling in the minds of the customers.

· Jhon players branding in one window. With a mannequin In formal styling

· Two windows showing the difference in price given by reliance. Showing it's a mass brand and not a luxury brand. Mannequins styled in suit and kids wear.

· Stocking flowers used as props to highlight spring summer collection.

· Simple styling.· No props used.

Allen Solly

· Two huge banana leaves used. Made of wood, wooden texture purposely shown.

· Flamingoes made of thermocol used.· Gives a very river/countryside effect.· Cool summery casuals are made to wear on the

mannequins.· Wood adds to the cooling effect.

Arrow· Created a beach effect.· Sunboard placed.· Printed sand vinyl.· Spade and bucket used as props.· Shed as fixture with bike and antique cars give

a very retro look to the display.· Photographs used are out of comic books (pld

print)to add to the rustic effect.

43

Competitor Survey

United Colurs of Benneton

· Backlit with print.· Party wear styling in bright colours· Wooded levelers with merchandise.· Tree used for kids display with printed leaves.(

attractive)· Kids on wooden levelers.· Huge pink and white rings of S/B going through

each other placed n one corner.

Marks and Spencer

· Usage of Wooden props.· Wooden sticks arrange in a circular manner

repeated at an angle.· Forms an image of the sun-(according to me)· Form generated through repetition.· Same element is used in backdrop and on glass

through vinyl print.· Subtle colours like beige and browns used to

highlight spring summer merchandise which is fresh and colourful.

44

Perpetual Mapping

Brand Positioning- Economic fashion lifestyle brand

Expertise- Fashion Apparels, Fashion Accessories, family destination

45

Market segmentation-

1.Gender- Male/Female2.Age Group- 1-55 & aboveIncome bracket- disposable income 25-1,00000 thousand Perceptual Mapping3./month4.Family lifecycle- mainly nuclear family with kids5.Values- value for money, Family, culture

Target group- 18-45 yrs old male & female

USP of the brand- Selling Fashion, updated trends at affordable price.

User Analysis

Other Brands endorsed by a pantaloons customer

46

Perpetual Mapping

Brand Positioning- Economic fashion lifestyle brand

Expertise- Fashion Apparels, Fashion Accessories, family destination

45

Market segmentation-

1.Gender- Male/Female2.Age Group- 1-55 & aboveIncome bracket- disposable income 25-1,00000 thousand Perceptual Mapping3./month4.Family lifecycle- mainly nuclear family with kids5.Values- value for money, Family, culture

Target group- 18-45 yrs old male & female

USP of the brand- Selling Fashion, updated trends at affordable price.

User Analysis

Other Brands endorsed by a pantaloons customer

46

Moodboard

Colours

fun tradition

form

47

Explorations

48

Moodboard

Colours

fun tradition

form

47

Explorations

48

Final Sketches

Renderings

49

Final renderings

Prototype

50

Final Sketches

Renderings

49

Final renderings

Prototype

50

Design Project 2

Initial BriefTo design a window display for ethnic window to increase the sale and foot fall in the ethnic section.

Problems in the merchandise dispaly1) Ethnic wear displayed with mens formal window.2) No window given to the ethnic wear3) Promotions in ethnic section to be highlighted in the window4) The focus should be on the merchandise.

Redefined Brief

To design a window display for the ethnic wear, keeping in mind the customer and the brand image of the store. To give a complete ethnic look to the window The display should be attractive so as it holds the users attention.

Word Search

India

Colours

Diwali

Dussehara

Rangoli

Rajasthan

Culture

Tradition

Values

Folk dances History

Monuments

Heritage

Bharatnatyam

garba

Peacock

51

Theme Selection

The theme selected for the window display is Rajasthan, taking inspiration from the monuments, sand dunes, beautiful cultural heritage, magnificent architecture, folk dance and Tie and Die to create an environment for the display of indianwear.

Research on the Theme

Rajasthan is culturally rich and has artistic and cultural traditions which reflect the ancient Indian way of life. There is rich and varied folk culture from villages which is often depicted symbolic of the state. Highly cultivated classical music and dance with its own distinct style is part of the cultural tradition of Rajasthan. The music is uncomplicated and songs depict day-to-day relationships and chores, more often focused around fetching water from wells or ponds. Rajasthan is known for its traditional, colorful art. The block prints, tie and dye prints, Bagaru prints, Sanganer prints, Zari embroidery are major export products from Rajasthan. Handicraft items like wooden furniture and handicrafts, carpets, blue pottery are some of the things commonly found here. Rajasthan is a shoppers' paradise, with beautiful goods found at low prices. Reflecting the colorful Rajasthani culture, Rajasthani clothes have a lot of mirror-work and embroidery. A Rajasthani traditional dress for females comprises an ankle length skirt and a short top, also known as a lehenga or a chaniya choli. A piece of cloth is used to cover the head, both for protection from heat and maintenance of modesty. Rajasthani dresses are usually designed in bright colours like blue, yellow and orange.

52

Design Project 2

Initial BriefTo design a window display for ethnic window to increase the sale and foot fall in the ethnic section.

Problems in the merchandise dispaly1) Ethnic wear displayed with mens formal window.2) No window given to the ethnic wear3) Promotions in ethnic section to be highlighted in the window4) The focus should be on the merchandise.

Redefined Brief

To design a window display for the ethnic wear, keeping in mind the customer and the brand image of the store. To give a complete ethnic look to the window The display should be attractive so as it holds the users attention.

Word Search

India

Colours

Diwali

Dussehara

Rangoli

Rajasthan

Culture

Tradition

Values

Folk dances History

Monuments

Heritage

Bharatnatyam

garba

Peacock

51

Theme Selection

The theme selected for the window display is Rajasthan, taking inspiration from the monuments, sand dunes, beautiful cultural heritage, magnificent architecture, folk dance and Tie and Die to create an environment for the display of indianwear.

Research on the Theme

Rajasthan is culturally rich and has artistic and cultural traditions which reflect the ancient Indian way of life. There is rich and varied folk culture from villages which is often depicted symbolic of the state. Highly cultivated classical music and dance with its own distinct style is part of the cultural tradition of Rajasthan. The music is uncomplicated and songs depict day-to-day relationships and chores, more often focused around fetching water from wells or ponds. Rajasthan is known for its traditional, colorful art. The block prints, tie and dye prints, Bagaru prints, Sanganer prints, Zari embroidery are major export products from Rajasthan. Handicraft items like wooden furniture and handicrafts, carpets, blue pottery are some of the things commonly found here. Rajasthan is a shoppers' paradise, with beautiful goods found at low prices. Reflecting the colorful Rajasthani culture, Rajasthani clothes have a lot of mirror-work and embroidery. A Rajasthani traditional dress for females comprises an ankle length skirt and a short top, also known as a lehenga or a chaniya choli. A piece of cloth is used to cover the head, both for protection from heat and maintenance of modesty. Rajasthani dresses are usually designed in bright colours like blue, yellow and orange.

52

Moodboard

53

Explorations

54

Moodboard

53

Explorations

54

Final Drawing

Final Renderings

55

Prototype

52

Final Drawing

Final Renderings

55

Prototype

52

Projects-Visual Merchandising

End Of Season SaleScope of display1) Windows2) Focal points3) Cluster4)

Facades5) Gate6) Negative areas7)Trial rooms9) Fixtures

Project Brief:

To highlight the windows and focal point with winter wear (only in red and white) with proper mannequin and prop placement to create a visually appealing display.The communication of sale should be loud and clear. The mannequins need to be layered with winterwear.

Restriction:1)Background of the windows and focal points are pre defined and cannot be altered. 2) The styling of mannequins have to be done in red and white.

Windows

Window1Mannequins styled in red and white. Grouping done in order to create an assymetrical balance.

White levelers used to tone down the red background. Bags and accessories displayed on levelers. Lights are focused on the mannequins and two on the back dropThe sale written on the backdrop is given emphasis by leaving the area empty hence making the communication louder.

Explorations with the placement

SALE 50% Off

SALE 50% Off

SALE 50% Off

SALE 50% Off

The white creates a contrast against the red background to break the monotony

57 58

Projects-Visual Merchandising

End Of Season SaleScope of display1) Windows2) Focal points3) Cluster4)

Facades5) Gate6) Negative areas7)Trial rooms9) Fixtures

Project Brief:

To highlight the windows and focal point with winter wear (only in red and white) with proper mannequin and prop placement to create a visually appealing display.The communication of sale should be loud and clear. The mannequins need to be layered with winterwear.

Restriction:1)Background of the windows and focal points are pre defined and cannot be altered. 2) The styling of mannequins have to be done in red and white.

Windows

Window1Mannequins styled in red and white. Grouping done in order to create an assymetrical balance.

White levelers used to tone down the red background. Bags and accessories displayed on levelers. Lights are focused on the mannequins and two on the back dropThe sale written on the backdrop is given emphasis by leaving the area empty hence making the communication louder.

Explorations with the placement

SALE 50% Off

SALE 50% Off

SALE 50% Off

SALE 50% Off

The white creates a contrast against the red background to break the monotony

57 58

Windows

Window-2Mannequins styled in red top wear as it creates a contrast with the white line on the background and highlights the topwear.

White levelers used with sale bags to emphasize on sale.

Full scale sale logo put up on the side of the glass.

SALE

SALE

SALE

SALE

Cluster

Winter wear Highlighted at cluster at the main entrance.

Different levels created to keep the mannequins at different heights.

White highlighted against red background to create a contrast and hence emphasis.

Shopping bags dispalyed with sale written to emphasize sale.

As the cluster is inside the store the distraction is more hence a red background is given to stop the section to disturb the view.

Formals highlighted in one window as the sale were down.

Sale TrackingBefore Display: 2 LakhsAfter Display: 3.5 Lakhs

As cluster is right opposite to the entrance it is very important to display merchandise properly and maintain the cluster as it is seen from outside as well as inside

Explorations with the placementExplorations with the placement

Top View

Top ViewTop View

Top View

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Windows

Window-2Mannequins styled in red top wear as it creates a contrast with the white line on the background and highlights the topwear.

White levelers used with sale bags to emphasize on sale.

Full scale sale logo put up on the side of the glass.

SALE

SALE

SALE

SALE

Cluster

Winter wear Highlighted at cluster at the main entrance.

Different levels created to keep the mannequins at different heights.

White highlighted against red background to create a contrast and hence emphasis.

Shopping bags dispalyed with sale written to emphasize sale.

As the cluster is inside the store the distraction is more hence a red background is given to stop the section to disturb the view.

Formals highlighted in one window as the sale were down.

Sale TrackingBefore Display: 2 LakhsAfter Display: 3.5 Lakhs

As cluster is right opposite to the entrance it is very important to display merchandise properly and maintain the cluster as it is seen from outside as well as inside

Explorations with the placementExplorations with the placement

Top View

Top ViewTop View

Top View

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Focal Points

Focal points in the sections are highlighted with sale display. the background was fixed hence the styling has been done to create a contrast.The focal points re the points of attraction inside the store. They catches the customer attention and invites them towards the section, hence have to be very attractive. They also inform the customer about the kind of merchandise available in the section.

Collaterals

Sale sticker placed on alternate staircase saying the offer and also informing that mens section and kids section are on first floor.The riser saying mens at first floor has also been out up.This has been done to increase the footfall on the first floor and eventually to increase the sale for mens and kids section.

During sale period extra cash-tills are made for easy and fast billing. The graphics designed taking elements from the existingartworks to communicate sale and also the rupee symbol communicates that it is a cash-till

During sale period extra trial rooms are made for convenienceof the customer. The graphics designed taking elements from the existing artworks to communicate sale on the trial room ddoors. The trial room and the cashtills along with the signage provide the in-store communication of sale.

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Focal Points

Focal points in the sections are highlighted with sale display. the background was fixed hence the styling has been done to create a contrast.The focal points re the points of attraction inside the store. They catches the customer attention and invites them towards the section, hence have to be very attractive. They also inform the customer about the kind of merchandise available in the section.

Collaterals

Sale sticker placed on alternate staircase saying the offer and also informing that mens section and kids section are on first floor.The riser saying mens at first floor has also been out up.This has been done to increase the footfall on the first floor and eventually to increase the sale for mens and kids section.

During sale period extra cash-tills are made for easy and fast billing. The graphics designed taking elements from the existingartworks to communicate sale and also the rupee symbol communicates that it is a cash-till

During sale period extra trial rooms are made for convenienceof the customer. The graphics designed taking elements from the existing artworks to communicate sale on the trial room ddoors. The trial room and the cashtills along with the signage provide the in-store communication of sale.

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Brief: To execute spring summer windows and collateral in store.To give a fresh look to the store.

Window

Spring Summer 2011

Green and voilet used to stylize the mannequin.

Complimentary colour scheme used. Hint of yellow added to harmonize with green. Bags highlighted on the leveler.

The white background enhances the colours of the garments

Different levels created with the mannequins. The wooden structure was restricted

Closeup of styling in the window. Styling done in cool summer prints. Purple and green complimentary colours used to create a contrast. Hint of yellow added to harmonize with green.

Spring Summer 2011

Explorations with placements

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Brief: To execute spring summer windows and collateral in store.To give a fresh look to the store.

Window

Spring Summer 2011

Green and voilet used to stylize the mannequin.

Complimentary colour scheme used. Hint of yellow added to harmonize with green. Bags highlighted on the leveler.

The white background enhances the colours of the garments

Different levels created with the mannequins. The wooden structure was restricted

Closeup of styling in the window. Styling done in cool summer prints. Purple and green complimentary colours used to create a contrast. Hint of yellow added to harmonize with green.

Spring Summer 2011

Explorations with placements

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Spring Summer 2011

Cluster

Pairing done in mannequins. Blue added to give a cool refreshing effect.

Mannequins wearing blue kept in front and green at back.

Bags and accessories displayed on the levelers

Compulsory to use the wooden box.

White base and levelers used to bring newness and freshness to the store

Explorations on placement Top Veiw

Top Veiw

Top Veiw

Top Veiw

Spring Summer 2011

Focal points:

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Spring Summer 2011

Cluster

Pairing done in mannequins. Blue added to give a cool refreshing effect.

Mannequins wearing blue kept in front and green at back.

Bags and accessories displayed on the levelers

Compulsory to use the wooden box.

White base and levelers used to bring newness and freshness to the store

Explorations on placement Top Veiw

Top Veiw

Top Veiw

Top Veiw

Spring Summer 2011

Focal points:

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Spring Summer 2011

To increase the foot fall in the kids section as previously mentioned as one of the solutions to increase the sale in kids section.A cluster display is implemented at the first floor entrance.

The graphics would attract the kids and it would also convey that the store has kids collection.

Bright clothes on kids mannequins to highlight it against the neutral background.

As a result of this cluster display the foot fall per week increased by 50.

Tees and Shorts Promotion window

Shorts and tees to be highlighted in the windows.

Purple which is contrast to green used to dominate and shades of red used to harmonize with purple.

The frames arranged in a triangular manner take the viewers eye movement acros the window.

The restriction was to used the frames with merchandise

Explorations

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Spring Summer 2011

To increase the foot fall in the kids section as previously mentioned as one of the solutions to increase the sale in kids section.A cluster display is implemented at the first floor entrance.

The graphics would attract the kids and it would also convey that the store has kids collection.

Bright clothes on kids mannequins to highlight it against the neutral background.

As a result of this cluster display the foot fall per week increased by 50.

Tees and Shorts Promotion window

Shorts and tees to be highlighted in the windows.

Purple which is contrast to green used to dominate and shades of red used to harmonize with purple.

The frames arranged in a triangular manner take the viewers eye movement acros the window.

The restriction was to used the frames with merchandise

Explorations

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Summer Delight Display

Design Brief To display Corelle dinner set at two to three prominent locations in the store.

Identifying prominent locations

1)Cluster gives a view from outside as well as within the store.

2)near cash till, as the offer is availed at the cashtill dispalying it at cashtill would create a desire in the mind of the customer

Display at cluster.

Three levels are created as to give equal visibility to all and make the eye movement easy for the on looker.

Red leveler used for contrast.

Napkins and vase are used to create a dinner table look

Gifts displayed with standee at to opposite cashtill.

Three levelers used of different heights.

Contrast created by using bright leveler.

Display at landing

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Summer Delight Display

Design Brief To display Corelle dinner set at two to three prominent locations in the store.

Identifying prominent locations

1)Cluster gives a view from outside as well as within the store.

2)near cash till, as the offer is availed at the cashtill dispalying it at cashtill would create a desire in the mind of the customer

Display at cluster.

Three levels are created as to give equal visibility to all and make the eye movement easy for the on looker.

Red leveler used for contrast.

Napkins and vase are used to create a dinner table look

Gifts displayed with standee at to opposite cashtill.

Three levelers used of different heights.

Contrast created by using bright leveler.

Display at landing

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Conclusion

At the end of this journey when I look back, I realize that my knpwledge and understnding of VM in terms of design has polished. My work as a Visula Merchandiser has given me a lot of exposure to the company, understansding the depths of VM & usage of props, materials etc to make a good dispaly.

Now I understand that there is a lot of difference in theory and practicality. I feel just as clothes make a man, a facade tells the customer what to expect in a store. I have learnt to conceptualize innovative modes of presentation. The client brief and understanding the market position is one of the key factors of success of any new display. Another important factor is money while putting up a new promotion or changing the dispaly. The main criteria are that it should be attractive as well as cost effective.

VM is not only about window design/dispaly it is a lot more. Other factors like merchandise, props, lighting, signages, mannequins, space creation, way of presentation, highlighting the features of products, traffic outside the store, aisle, ceiling, stairs etc also play an important role in making up a store.

Although the path was difficult, the reward and appreciation made me feel good about all the hard work that was put in the projects I did. overall the five months in Pantaloons retail India ltd was an enriching experience for me.

Appendix

BooksUnderstandings Aesthetics for merchandising & design Professionals- Ann Marie FioreVisual Merchadising-Martin M. Pegler.Silent ShoppingJudith Bell

Websites:www.futuregroup.inwww.vmrdmag,com

MagazinesVM+RDhome decorInterior DesignImages-Retail.

www.storedesign.com

Conclusion

At the end of this journey when I look back, I realize that my knpwledge and understnding of VM in terms of design has polished. My work as a Visula Merchandiser has given me a lot of exposure to the company, understansding the depths of VM & usage of props, materials etc to make a good dispaly.

Now I understand that there is a lot of difference in theory and practicality. I feel just as clothes make a man, a facade tells the customer what to expect in a store. I have learnt to conceptualize innovative modes of presentation. The client brief and understanding the market position is one of the key factors of success of any new display. Another important factor is money while putting up a new promotion or changing the dispaly. The main criteria are that it should be attractive as well as cost effective.

VM is not only about window design/dispaly it is a lot more. Other factors like merchandise, props, lighting, signages, mannequins, space creation, way of presentation, highlighting the features of products, traffic outside the store, aisle, ceiling, stairs etc also play an important role in making up a store.

Although the path was difficult, the reward and appreciation made me feel good about all the hard work that was put in the projects I did. overall the five months in Pantaloons retail India ltd was an enriching experience for me.

Appendix

BooksUnderstandings Aesthetics for merchandising & design Professionals- Ann Marie FioreVisual Merchadising-Martin M. Pegler.Silent ShoppingJudith Bell

Websites:www.futuregroup.inwww.vmrdmag,com

MagazinesVM+RDhome decorInterior DesignImages-Retail.

www.storedesign.com