Pantaloons visual merchandising
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Transcript of Pantaloons visual merchandising
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Visual Merchandising
Divya Manivannan
Masters In Fashion Management, NIFT
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About Pantaloons
- 1997 at Calcutta
- Aditya Birla Nuva Ltd
- Shital Mital – CEO
- India’s Most Trusted Brand
- Competitors – Max & Reliance
- 103 Large format stores
- 26 Factory Outlets
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Brands at Pantaloons……
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Organizational Structure……
Retail Hierarchy
VM Hierarchy
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Store Exterior……
Elements of
Store Façade
- Totem
- Standee
- Flag polls
- Branding
- Façade Visual
- Other back lit/
front lit
- Entrance Stambh
- Entrance Arch
- Atrium
Store Facade
Sensomatics
Regional Branding
Canopy Structure
Backlit Boxes
TotemSale Vinyl
Place Holder
Logo
Branding
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Store Facade……
Store Entrance
Flag Pole
Canopy Branding
Branding
Façade Visual
Graphic Window
Trend Flash Window
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Store Facade……
Store Facade
Sensomatics
Entrance Arch –
Backlit Flex
Logo
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Mall Facade……
Mall Facade
Entrance Arch –
Backlit Flex
Façade Visual
Sale Window Flag Pole
Canopy BrandingSale Logo
MC Window -
Sale Strip & Logo
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Mall Entrance……
Mall Entrance
Sensomatics
Entrance Stambh –
Salebin Backlit Flex
Cluster with dropdown
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Store Window……
PodiumBase Podium
Levelers
Vinyl Backdrop
Drop Down
Store Window
- Merchandise
Category
- Trend Flash
Elements of
Store Window- Mannequins
- Backdrop
- Leveler
- Podium
- Base Podium
- Lectern
- Props if any
- Lighting
Store Window - Trend Flash Window
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Store Window – Merchandise Category Window
Store Window……
Theme - Denim
Drop down
Window Visuals
Open Back Window
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Store Entrance……
Entrance Cluster
Drop Downs
Entrance
Cluster
Standee
Elements of
Store Entrance
- Entrance
Cluster
- Sensomatics
- Entrance
Standee
- Place holder
- Sale bin
- Mall Atrium
Focal Points
Sale Logo
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Store Interior……Mannequins
Different types of mannequins used at
Pantaloons
- Standing Mannequins (male &
female)
- Sitting Mannequins (male & female)
- Half bust forms (male, female &
kids)
- 3/4th bust forms / torso (male,
female & kids)
- Leg forms (male & female)
- Toe form (accessories)
- Hip form (Intimate wear)
- Kids mannequin (standing, sitting,
boys & girls)
Mannequins Grouping
- Cluster & Focal Point
- Window
Semi realistic featured
mannequins
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Store Interior……Mannequins
Focal Point - After Focal Point - After
Focal Point - Before
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Store Interior……Fixtures
Floor Fixtures
- Nesting table
- 3-tier nesting table
- 2-tier nesting table
- Perforated nesting table
- Pigeon hole nesting table
- Peg hook spinner
- Pigeonhole gondola
- Dupatta stand
- Two way browser
- I way browser
- Water fall fixture
- 2 feet shelves
- T – bar
- 4 way browser
Wall Fixtures
- Slat wall
- Pigeonhole wall
- Wooden plank wall
- Lamella wall
- Glass slat wall
- Metal Bracket wall
- Waterfall
- Step arm
- Straight arm
- T-bar
- Two feel shelf
- Peg hooks
- Glass shelves
- Metal bracket shelves
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Store Interior……Graphics & Signage’s
General Signage’s
- Promotional signage
- Directional signage
- Institutional signage
- Informational signage
Communicational Signage’s
- Fashion Pricing
- Power Pricing
- Fashion Communication
- New Arrival
Informational Signage - Availability
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Store Interior……Signage’s
Informational Signage
– Store Timings
Informational Signage -
Symbols
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Store Interior……Signage’s
Fashion
Communication
Power Pricing
Directional Signage -
Symbols
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Visual Merchandising POP Display & Prints..…
Visual Merchandising POP Displays
- Sign holders and frames
- Countertop & floor fixtures
- Custom graphics
- Letters and decorative
- Jewelry displays
- Accessory displays
- Shoe displays
- Slat wall and profile displays
- Levelers, shelves
- Other display cases
- Product display stations
Point 0f sales
display
Lectern
Point 0f sales
display
Promo - dropdowns
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Visual Merchandising POP Display & Prints..…
Visual Merchandising POP Prints
- Vinyl – Solvent and eco solvent
- Flex – Backlit and front lit
- Sun board
- Danglers
- Drop downs
- Wobblers
- Other Signage’s – A4/A5
- Shelf talkers / Size talkers
- Tent cards
- Browser tagsPoint 0f sales
display
Acrylics
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Visual Merchandising POP Display & Prints..…
Backlit Flex
Entrance Arch
Logo Sun board
Vinyl pasting
Logo Sun board
Vinyl sale strip
Store Exterior Displays & Prints Entrance Arch Display & Print
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Sun board Dropdowns
A5 Signage on AcrylicShelf talkers on 250gsm
Sun board Wall display Units
Printed signage
on acrylics
Lectern
Sun board Dropdowns
Focal Point Display & Print
Visual Merchandising POP Display & Prints..…
Section or Brand wise Display & Print
Store Interior Displays & Prints
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VM Standard Operating Procedures ..…
- About the collection
- Key highlights
- Mood board / theme board
- Section look
- Wall look with article no
- Props
- Floor details
- Zone wise display
- Wall elevation and fixtures
- Coordinates for mannequin
- Model store setup
- Comm- highlights
- Color story references
Planogram for EOSS – Wherein Model store planogram
will have detailed information including article number
and color story according to wall profiles
Merchandise
Presentation Manual
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VM Standard Operating Procedures ..…
Planogram for EOSS – Wherein Model store planogram will have detailed information including
article number and color story according to wall profiles
Merchandise Presentation Manual – End Of Season Sale
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VM Standard Operating Procedures ..…
Merchandise Presentation
Manual Standards
Product Presentation
Manual
- Merchandise replenishment
- Color blocking
- Size blocking
- Fixture capacity
- Hangers SOP
- MPM/Planogram wise display
- Fashion communication
- Bust form merchandise
availability
- Steam ironing
- Section hygiene
- Brief about the brand
- Brief about current collection
- Key highlights
- Mood board
- Collection cataloguing
- Color story adapted – story/sub
- Collection name
- Unique selling proportion
- Coordinates
- Available options
- Wash care
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VM Standard Operating Procedures ..…
Color Blocking
VIBGYOR
Color Blocking
Color Blocking
Contrasting
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VM Standard Operating Procedures ..…
Color Story
Blue and Black
Color Story or Theme - Wall
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VM Standard Operating Procedures ..…
Fixture Capacity
30% Increased
Fixture Capacity
During EOSS
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VM Standard Operating Procedures ..…
Hangers – Standard Operating Procedures
Uniform Hanger
Balance
Uniform Hanger
Placement
Uniform Hanger
Direction
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Same Merchandise displayed
near the focal point
Contrasting color
story followed
with red and
black
Focal Point
Mannequin Handling & Styling..…
Guidelines
- Mannequin Handling
- Mannequin Styling
Mannequin Styling
- Current Trend
- Color Story
- Merchandise Availability
- Accessories
- Complete Look, Coordination
with merchandise
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Mannequin Handling & Styling..…Color Story
Entrance
Cluster
Entrance
Cluster
Color Story
Black & White
Color Story
Black & Red
Why color
story ???
Contrasting &
Combination
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Visual Merchandising Dockets..…
VM Docket Contents
- Design
- Adaptation
- Detailing
VM Docket Types
- Window
- Mannequin Styling
- Visibility Plan
- Merchandising
Guidelines
- Model StoreDimension wise – Rectangular Closed Back
Window 20 ft * 10 ft
Window Docket
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Visual Merchandising Dockets..…
Specification & Adaptation
Guidelines according to
Window Dimensions
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Visual Merchandising Dockets..…
Step by Step Detailing
Guidelines on Print Media,
Dimensions and Placement
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Visual Merchandising Dockets..…
Window Styling Docket
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Visual Merchandising Dockets..…
Final Window Implemented
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Visual Merchandising Dockets..…
EOSS Visibility Plan
Docket
Façade Implementation and Visibility with
Specification
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Visual Merchandising Dockets..…
Store Interior Implementation
and Visibility with Specification
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Visual Merchandising Dockets..…
Flat 50 - Store Interior
Implementation and Visibility
High Visibility Points
A5 Signage’s
Size Talkers
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Visual Merchandising Dockets..…
Flat 50 - Store Interior
Implementation and Visibility
High Visibility Points
A5 Signage’s
Size Talkers
Dropdowns
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Visual Merchandising Dockets..…
Flat 50 - Store Exterior
Implementation and Visibility
Totem
Vinyl with logoPlace.H and logo
Sales Strip &
Sensomatics
Entrance Cluster &
Dropdowns
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VM & Vendor Management..…
Printing & Pasting Vendors
- Budgeting
- Costing
- Zonal Approval
- PO & Invoice
- Rate Card
- Inward & Outward Bills
Square feet = Width * Height / 144
Grand Total = Total square feet
+ Total square feet vat
+ Total pasting charges
+ Total pasting vat
Example on Costing for Prints
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Visual Merchandising Checklist..…
Daily
Maintenance
Checklist
Daily Maintenance Checklist
- Façade/Window/Focal
point/Cluster as per Docket
- Mannequin Styling
- Availability of merchandise
displayed on mannequin
- Merchandise as per MPM
- VM SOP and Model Store
- VM Communication at every
section
- Appropriate Signage’s
- Branding at Cash Point/CSD
- Graphics at Negative Spaces
- Acrylics & Back Stock
Maintained
- Sufficient Lighting
- Cleanliness and Hygiene
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Visual Merchandising Checklist..…
Visual Communication Checklist
InteriorExterior
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Visual Merchandising Checklist..…
Merchandise Presentation Manual Standards
Checklist
Ethnic Department
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Merchandise Display Techniques..…
Frontal
Display Stacking
Side-out
Display
Wall Display Units
- Hanging
- Stacking
- S-Hook
- Rolled
Table Display Units
- Fashion Tables
- Power Pricing
Frontal
DisplayS-Hook
Rolled
Display
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Merchandise Display Techniques..…Hanging
Sleeve wise & Color wise
- Hangers SOP
- Sleeve wise
- Color wise
- Coordinated look
- Style wise fixtures
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Merchandise Display Techniques..… StackingTable Display Units
Fashion Display
- Product Specific
- Coordinated look
Power Pricing
Fashion Table Display
Vertical and Horizontal Folding
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Visual Display Arena ..…
• Store layout
• Section plan
• Zone plan
Store Layout Plan
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Visual Display Arena ..…
Section Principles
Demarcation
Section Layout Plan
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Visual Display Arena ..…
Zone wise plan
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Thank You