Research Article Topic Changing Scenario of Visual Merchandising in Indian Retail Industry Mrs.

. Preeti Mathur , Reader , Garden City College , Bangalore

Author -

Chapter 1

Introduction

Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus. It educates the customers, creates desire and finally augments the selling process. This is an area where the Indian textile and clothing retail industry, lacked adequate knowledge and expertise. This inadequacy was best reflected in poor presentation/display and communication in various national and international exhibitions and on shop floors couple of years back. With the advent of latest technology with globalisation more and more people are travelling to foreign countries , shopping is a natural extension during these tours or business visits. The smell of affluence, beautifully displayed products, easy access and many visual treats bring untold pleasure and fond memories of foreign travels to these shoppers. Due to availability of many prestigious, common, national and international brands visual merchandising has become an essential element for promotion and sale of these big and small brand items in shopping malls, hyper markets and even in local retail outlets now.

Chapter -2

Review of Literature

A) Understanding what is visual merchandising and its impact on customers and retail industry. Visual merchandising is the activity and profession of developing floor plans and three-dimensional displays in order to maximize sales. The products or services both can be displayed to highlight their features and benefits. The main purpose of such visual merchandising is to attract, engage and motivate the customer towards making a purchase. Visual Merchandising is the most useful creative art as far as retail business is concerned be it a department store, specialty store, hotels or even petrol pumps. Though it has emerged on the international scene as one of the most important aims of retailing, it is slowly establishing an identity in India. The store derives as much of its identity, character and gravity from its physical contours, as from the products it houses and the individuals who manage the transactions there in. It includes not only the products on sale but also the decor, the shop floor and ceiling, restrooms and trial rooms, staff uniforms, lipstick color of female personnel and tie knots of male personnel. It is also inclusive of the attitude of personnel who interact with customers. Hence everything that makes an impact on the perspective customer is part of visual merchandising. Visual merchandising commonly occurs in retail spaces such as stores and trade shows. The display windows, props (stage properties), mannequins, interior walls, counter displays, floor plans and vignettes, all comprise the retailers visual merchandising efforts. It helps in: 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. Make it easier for the customer to locate the desired category and merchandise. Make it easier for the customer to self-select. Make it possible for the shopper to co-ordinate and accessorize. Recommend, highlight and demonstrate particular products at strategic locations.

B) Tools and Techniques used for visual merchandising Visual merchandising builds upon or augments the retail design of a store. It is one of the final stages in setting out a store in a way customers find attractive and appealing. Many elements can be used by visual merchandisers in creating displays including color, lighting, space, product information, sensory inputs (such as smell, touch, and sound), as well as technologies such as digital displays and interactive installations. 1)Plan-o-gram - These guidelines are based on a Visual Plan .The visual plan is an actual photograph, a hand drawn illustration or graphic presentation of a display. It is also known as a plan-o-gram. A plan-o-gram is nothing more than a picture of how various fixtures, shelves and walls will present your merchandise. It is a simple but a very powerful concept because it takes into consideration research on buying habits of consumers. Creating a plan-o-gram forces the retailer to carefully evaluate which products go where and how many will be displayed. Of course, it also includes building and designing a store space that understands the theme, functionality and commercial viability of the fashion retailer. An effective store design can in many cases bring about much more sales than a substantial expenditure on an advertisement campaign.It allows visual merchandisers to plan the arrangement of merchandise by style, type, size, price or some other category. It also enables a chain of stores to have the same merchandise displayed in a coherent and similar manner across the chain. 2) Window displays- Window displays can communicate style, content, and price. Display windows may also be used to advertise seasonal sales or inform passers-by of other current promotions.The main goal of display is to showcase the products within the overall display area. Customers give three to five seconds of their attention to window display. The retailers visual message should be conveyed to the customer in that short period of time. The arrangement of window display should go with the product and should not suppress them to make it discernable to the eye. Props are items used for display purposes like mannequins, theme based products and accessories. Highly specialized props fabricated from a variety of materials are available/ created by experts for VM. Mannequins are the most widely used props for Visual Merchandising in fashion. Today, one can choose from various types like abstract, articulated, custom, ethnic, headless or junior, to name just a few. 3) Colours -Color is one of the most powerful tools in the Visual Merchandising segment. It is a visual perceptual property. Colours can be associated with emotions, special occasions and gender. It attracts attention and pulls more customers into the store. A retailer has to focus on the right choice of color that would match with the theme of display. It is not possible to satisfy everyone all the time, but it is possible to cultivate the taste of customers gradually and purposefully. A right choice of colours in the display items can turn walkers into stoppers and significantly convert them into customers. It is therefore mandatory to choose the right color for the right theme of display. A Halloween display would require black color in the display theme. Valentines theme should be ruled by red color supplemented with pink and white. A display of baby accessories should reflect light shades of pink and blue colours. A Christmas display should contain colours of red, green, gold and silver. 4) Display themes to support the product-A theme is a display of sale items of similar categories e.g. a display of kitchen accessories. It is essential to have themes for all retail displays. They can be romantic, wild, or capricious, and capture peoples

imaginations. A good theme will lure the customer with a shopping mood into the store. Themes mainly depend upon the retailers imagination and creativity. Focusing on the right theme rather than creating a display with expensive raw materials is the key to successful window display. A shoe store theme can be a group of elves buying shoes. A theme for display of casual wears can be a group of mannequins sitting casually at a get together in different poses. Related themes will tug the heartstring of the customers and will pay off. 5) Store Layout or Floor Plan- Clear passages are provided for products, which require touch and feel. All impulse purchase driven products are also clearly displayed so that the customers can reach them without any hindrance. Also, it has been observed that when a person enters a room, the human eye moves in a Z pattern, i.e. from rear left of the room to right rear, followed by front left of the room to front right. Care should be taken to do up the rear left end of the room in an appealing manner so as to guide the direction of vision and keep a shopper visually interested. 6) Illumination and lighting - A great deal of research has been undertaken on the impact of lighting on a customers purchase behaviour. Results clearly indicate that in general, stores that are brightly lit, with the lights cleverly blending with the interiors lead to higher customer comfort, and as such, more sales. Different types of lighting and interiors are used on different floors, the change reflecting the various products that are on display on a particular floor, the proposed target audience and the time of the year. The ladies floor, for instance, is most often subtly lit with soft lights or then again, in summers, cool bluish lights are used to impact an impression of coolness and comfort. The careful use of spotlights helps add to the appeal of products such as crystal and jewellery. Studies show that proper lighting can increase merchandise sales by up to 20%. Effective lighting is a key in the sale of merchandise in helping to create that favourable first impression of the merchandise and its surroundings. Good lighting can guide the customer's eyes, reveal the color and cut of the merchandise, show the styling and tailoring details and emphasize the good qualities of the outfit, helping the merchandise to be pre-sold to customer. 7) Signage Signage related to various product sections are put up clearly to demarcate areas, allowing customers a clear understanding of what is stocked where. With various brands having their own pull, brand signage are also put up within the product sections so that customers can find their favourite brands easily. Additionally, within the product sections, signage help to publicise the various promotional schemes that might be running in the store. Stores also make use of signages to indicate the facilities/services available at the store, such as washrooms, cafe etc. Proper signage has been shown to increase the sale of an item by over 40%. As much as 80% of all sales are generated at the point of purchase (POP) by signage, displays and events within the store. Signage is the "silent salesperson" for the retailer and must reflect the correct brand image. There are various types of signage. For example: Promotional signage which informs the customer about off price events or schemes; Location signage which directs the buyer to specific departments or merchandise; Institutional signage which gives information on store policies, charitable events etc., and Informational signage provides product related information like special features, benefits, sizes, price etc.

8) Human resources - Most stores have an in-house team of visual merchandisers who coordinate with the marketing team as well as the in-house merchandisers and suppliers. Each time any major changes in decor are contemplated, they present the visual display concepts to the group for analysis and selection. Subsequently, the same is executed. The visual merchandising team also makes projections vis-a-vis returns per sq. ft. for each section and each brand stocked. On promotions related visual merchandising, the inputs of the advertising agency are also sought so that the in-shop communication is in line with the tactical promotions advertising. With cost of visual merchandising generally amounting to 1% of sales, this is one communication tool that clearly has an edge over others in terms of drawing in shoppers, increasing flow of traffic and increasing sales.

C) Understanding the Consumer Behaviour Consumer behaviour studies have confirmed that the lure of a beautifully done up show window and a tastefully decorated facade, more often than not, prove irresistible as they walk in to check out what is on offer. It also ensures exclusivity since no two stores should look alike. Besides, when the mood and theme of such displays change at regular intervals, it makes certain that the store remains top of mind. Loyal customers have often been known to anxiously wait for the next display. Stickiness in retail formats is also ensured by the imaginative use of colours, lighting, space furniture and visual elements with regard to in-store displays. Once customers walk in, it is but imperative to ensure that they enjoy their first encounter with the store. After all, repeat visits will only happen if a customers first visit is a memorable one. The logical arrangement of counters, with clear passageways allows for easy access to merchandise. Rather than getting lost in the maze that most large stores are, the customer feels more in control. Space is allocated to various product categories taking into account the number of products stocked and shelves/counter space requirements are worked out accordingly. Studies indicate that a retailer has roughly seven seconds to capture the attention of a passing customer. The following elements combine to from a distinctive image that not only reaches out and grabs the customer's attention, but also makes a positive impression within those precious seconds. The image makers are: an identifiable store name, a powerful visual trademark, an unmistakable storefront, an inviting entrance and a consistent and compelling store look and hook. D) A Brief History of Visual Merchandising When the giant nineteenth century dry goods establishments like Marshall Field & Co. in America shifted their business from wholesale to retail, the visual display of goods became necessary to attract the general consumers. The store windows were often used to attractively display the store's merchandise. Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually reducing the use of display windows in many suburban malls. In the twentieth century, well-known artists such as Salvador Dal and Andy Warhol created window displays for known store across America. Thorstein Veblan , who coined the term Conspicuous Consumption ,had argued that wealth display and squandering of money on what he considered pointless possessions were a component of basic human nature. Today if people do not splurge on things they do not really need, what would be the state of our economy. 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 customers comfort and convenience while shopping and overall, offer a superior shopping experience.

Chapter -3 A)

Methodology

Understanding Indian Retail Sector

The Indian retail industry has scaled impeccable growth over the last decade with an amiable acceptance to organised retailing formats. The industry is maturing towards modern concept of retailing, cornering the conventional unorganised family-owned businesses. India has been ranked as the fourth most attractive nation for retail investment among 30 emerging markets by the USbased global management consulting firm, A T Kearney, in its Global Retail Development Index (GRDI) 2011. The Rs 18,673 billion (US$ 401 billion) Indian retail market entails only 6 per cent of itself as organised retail segment as of 2010, according to Booz and Co (India) Pvt Ltd. The Business

Monitor International (BMI) India Retail Report for the fourth-quarter of 2011 forecasts that the total retail sales will grow from US$ 411.28 billion in 2011 to US$ 804.06 billion by 2015. The report has underlined factors like economic growth, population expansion, increasing wealth of individuals and rapid construction of organised retail infrastructure as major drivers for the optimistic forecast figures. According to a research report named Retail Sector in India by Research and Markets, Indian retail sector accounts for 22 per cent of the country's gross domestic product (GDP) and contributes to 8 per cent of the total employment. The report further highlighted that hypermarkets (currently accounting for 14 per cent of mall space) will witness immense progress in the Indian landscape. Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sq. ft. (0.19 m2)/ person is lowest in the world. Indian retail density of 6 percent is highest in the world. 1.8 million house-holds in India have an annual income of over 45 lakh (US$91,260). It is poised to see a growth of 11 -12% per year. It is predicted that there will be 1000 - 1500 stores in each of the metros by next year. The Indian retail business has the capacity to employ over 2 million in new jobs within the next 6 years. About 60% of these are expected to be in the area of fashion and lifestyle, and visual merchandising is one key area for the same. Driven by changing consumption patterns, favourable demographics, expanding middle class and greater government support, retailers are eagerly foraying into untapped avenues of Indian markets by making huge investment plans. For instance Jubilant Food Works Ltd will invest in the FY12 on new stores and commissaries. Reliance Industries Reliance Retail is planning massive expansion across the country. The brand More, operated by Aditya Birla Retail, will open 12 hypermarkets and 150 supermarkets in fiscal 2012. After the expansion, its supermarket stores tally will reach 715. Shoppers Stop Ltd, which has 43 departmental stores and 10 hypermarkets under the brand Hypercity, plans to open four more hypermarkets and 10 departmental stores in 2011. The Aditya Birla group firm, Madura Fashion & Lifestyle, is aiming at a turnover of Rs 1,100 crore (US$ 236 million) for FY13, on the back of its pan-India expansion spree, including small cities and towns.

B) Major Indian and International Retailers Future Groups-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc. Raymond Ltd.: Textiles, The Raymond Shop, Park Avenue, Park Avenue Woman, Parx, Colour plus, Neck Ties & More, Shirts & More etc. Fab-India: Textiles, Home furnishings, handloom apparel, jewelry RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super, Daily & Fresh The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, Titan Industries with World of Titans showrooms, Tanishq outlets, Croma. Reliance Retail-Formats: Reliance MART, Reliance SUPER, Reliance FRESH, Reliance Footprint, Reliance Living, Reliance Digital, Reliance Jewelry, Reliance Trends, Reliance Autozone, iStore Reliance ADAG Retail-Format: Reliance World K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit Mall Nilgiris-Formats: Nilgiris supermarket chain Marks & Spencer: Clothing, lifestyle products, etc. Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Next retail India Ltd (Consumer Electronics)

Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe Deposit Lockers Aditya Birla Group - "More" Outlets Kapas- Cotton garment outlets Nmart Retails -with 71 operating Stores till now and total 153 Stores in India and 1 to open in Dubai Shortly. (Expected to be 150 by the end of Aug-2012)

C) Understanding Indian Customers India is a diverse nation with multi-lingual, cross cultural population spread across different geographical regions. Retailers have to recognize the fact that a strategy that holds true for a particular region and set of people may not hold true for others. While India has a great market potential, most retailers tend to ignore the basic fact about the diversity of its customer base. Any retailer who does not do his ground work in terms of understanding his customer needs stands a great risk of failing even with one of the best models at hand. A case in point is discount shopping in India. Indian discount shopping is still fragmented because of diverse culture while western retailers are able to treat the entire customer base as one. This helps them gain benefit so far large scale promotions and offers. The opportunity lies with the Indian retailers to customize visual merchandising based on festivals of different regions .How ever annual planning of sales, visual displays based on geography and festivals is still at a nascent stage in India. We have found that 50 to 55 per cent of a customers experience revolves around two components: The availability, display of merchandise, and the ease and speed of a billing process. Out of the two, the availability of merchandise is more important. B.S. Nagesh , Managing Director, Shopper's Stop. "Although the primary attraction is the brand name itself, the added quality of the visual merchandise and retail experience plays an important role in the overall customer experience" says Hemchandra Javeri, President, Madura Garments. Whether it is Visual Merchandising (VM) or showroom layouts, brands are getting particular about giving a complete brand experience to its customers. VM plays a huge role in the overall customer experience" says Nitin Kasliwal, MD, SKNL. D) Visual Merchandising in Indian Stores With the business of fashion in the country getting more competitive, VM is the only differentiator, especially in a scenario where consumers encounter that the same fashion designs are available almost uniformly in many stores. The last thing the customer needs is another store just like all the other stores. Boredom, sameness and mediocrity pretty much summarize retail store designs in India today. There is lack of innovation. Too many retailers look at a store chain that is successful and then try to "Knock Off its look. Indian consumers are turning increasingly global in their outlook having become much more aware of design trends in the business of fashion; and, emphatically or not, are demanding the same levels of design and innovation from store spaces. The idea is to create euphoria in the fashion market by trying out new retail techniques and profiting by building more on store presentation. Fashion companies must make sure that they use effective Visual Merchandising (VM), which involves shopper research, creating a distinct identity for the retailer. As it is said, "You never get a second chance to make a first impression". In order to make VM work, the retailer utilizes VM to develop a powerful store-image effectively. Image can be described as the overall look of a store and the series of mental pictures it evokes within the beholder. Everything done in the store must fit into the image chosen for the store. Creation of this recognizable image is applied and communicated effectively through multiple media to gain customer recognition and loyalty. "Image is everything"

The entire store experience would be said to have an effectively working visual merchandising if each of the above would be consistent in reinforcing the brand image. For example: an inviting entrance is crucial in stopping the customer and establishing a positive first impression, but all is lost if the inside of the store does not reinforce this message instead create feelings of confusion. This signals to the customer that exterior image will not be fulfilled the inside. Truly impressive stores consistent in all efforts from the store front through to the stock room. If the above constitutes a powerful visual look, visual hooks are a call to action that diverts a customer's attention to your store with a "Stop - there's thing here for you". An exciting entrance presentation, an effectively promotional offering, a powerful interior display, in-store animation events all serve as magnets to draw customer in. According to Apurv Satdeve of Rex "Visual Merchandising is about appeal and attracting the customer to all the sensory pleasures" . So that can be designed and put to create a unique sensorial experience for the customers should be used. As both fashion brands and retailers in India strive to convert brand thinking into retail thinking, point-of-sale (POS) promotion is steadily gaining a bigger slice of the promotion pie.The year 2006, for instance, saw some big spends, with large department stores like Shopper's Stop, Lifestyle and Westside spending in the range of Rs. 30,00,000 - 40,00,000 per season on visual merchandising. Visual Merchandising spend had indeed doubled in 2006, compared to the last couple of years. Where fashion retailers traditionally spent approx. 1.5 to 2% of their turnover on visual merchandising in earlier years, the spend figure now stands at about 4% of the turnover. The Indian retail industry is waking up to the need for visual merchandising and the Indian society, attaining an international outlook is subconsciously creating a demand for it. Various institutes in the country and overseas are offering courses in visual merchandising. The government is also gearing up by organizing various training programs and allocating funds for participation in world trade fairs & exhibitions. There is a mushrooming of companies manufacturing fixtures, props, display systems etc. as well as providing complete visual merchandising solutions for fashion retailers. "It's an integral part of retail so it is a part of our post- graduate fashion retail program me, which we started three years ago," says Rashmi Vasu, senior manager (academics), Pearl Academy of Fashion. According to her, more students are opting for a career in this field. "Many smaller stores may still do it in-house but there is more awareness and there is a need for professionals," she says. E) New and Emerging Trends in Visual Merchandising in India

The general lighting in most of the stores is a combination of white and creamy yellow which accentuates merchandise and focal points and enhances visibility of the same. Special lighting like focus lights are used specially in windows for displays. The windows within the store are boxtype, closed back top lit, while windows at the faade of the store are open back and bottom lit. These windows typically have themes while doing displays and mostly lifestyle merchandise is used to do the displays. Colors and Signage vary according to different categories of products and formats as well. Signage are mostly varying according to the category it represents. For example in case of Hi-Tech is of size A-5 , on Bins is A-6 , in case of Fashion is of A-4 etc. There are also shelf talkers on shelf strips and wobblers are placed to highlight offers and new merchandise in most stores. Colors of the store walls are mostly off-white, cream or such light coloured. Music is played in most stores which keeps the atmosphere of the store lively and relaxed. Cleanliness, upkeep and maintenance of the store and fixtures is given prime importance and the aim of all retailers is not just to provide a customer a wide variety of merchandise to buy but also ensure a good shopping experience. Visual Merchandising is a technique commonly and rightly called Silent Salesman and is widely used in market to increase footfalls and attract shoppers and make shopping a pleasant experience to one and all. CHENNAI: Clad in jeans and red tees, the mannequins looked like any others in store windows. But passers-by who watched them for a while were in for a shock. For these mannequins moved around, striking poses and greeted you with a 'hi' if you walked up to the window.

"That was a window display I did for Levis a year ago," says visual merchandiser Aarthi Raghunathan. "A multi-brand store had opened on Old Mahabalipuram Road and they wanted to attract clientele on their launch day." While Levis came up with the concept, Aarthi customized it for the store. College k+ids were roped in to wear stockings on their heads and hands, wigs and pose as mannequins. "Passersby would give a second glance, come closer and then step in. It managed to up the sales," she says. With more malls and stores opening in the city and a range of brands flooding the market, attracting shoppers has become an art. Professional visual merchandisers are being roped in to package and display products attractively, especially during this festive season. "People are conscious about the way they showcase their products as there is more competition now," says Sharada Dharmaraj. In-house designer for a clothes company, she has worked as a visual merchandiser for 20 years. "In the last six years, bigger stores have been roping in professionals. And Chennai has got some fantastic windows now," says Sharada. But visual merchandising is not just about window displays. "It isn't complete without a sale," says Aarthi. And it needn't happen immediately. "You build a brand image in a customer's head and let it grow till they want to buy it or recommend it to others," says Aarthi, a graduate from the National Institute of Fashion Technology.There are many ways to lure the customer in. Window displays are important, as that's what first attracts shoppers. "Then you design, keeping in mind how people will walk into the store and where fixtures should be placed, so that it doesn't hinder them from moving around," says Aarthi, who works for Derby. Colours and the way the merchandise is displayed also make a difference. Contrasting colours always catch the eye. "We have in-house norms for visual merchandising at Shopper's Stop," says Purvita Bothra, unit visual merchandiser with its Saligramam outlet. While displaying footwear for women, party wear is placed first, followed by corporate shoes, casuals and flats. "The most visually attractive and higher priced ones are always kept at eye level," she says. Now, Purvita is busy as the store, like others, is gearing up for the long drawn-out festive season. "We have special events and promotions for Diwali, Christmas, New Year and Pongal," she says. At Lifestyle in Express Avenue Mall, Maruthi Dasan S is busy briefing the store's visual merchandiser. "We are getting fresh stock for the season and will revamp our windows in the first week of October," says the senior executive-marketing. While external brands can bring in their own professionals, Lifestyle decides the look and feel for the promotion of their in-house labels. "The theme is the same in all our stores across India," says Maruthi. "So for Diwali, we'll have diyas and lights while for Christmas we'll have trees and snow." Many brands, however, want an international look. "So the windows won't spell out a happy Diwali greeting," says Aarthi. "But colours used will change, with blues, greys, blacks and whites giving way to reds, golds and shimmers."

Chapter -4

Results and Discussion-

The field of VM is growing very fast as the Indian retail is making its presence felt in national and international arena. The facts and figures are proving that this change and development is here for coming generations to see and learn from. We are creating strong foundations for consumerism based society, where you see what you get and you get exactly what you desire. No matter whether we like it or not, in India we are all moving towards the First World fantasy. You dont buy a product in a mall , you buy an experience, as written by Prasenjit Chowdhary , Times of India , 15th Nov.2011 Shopping malls ,Hyper markets , Branded outlets and even small time retailers know now that these places are a popular hangout places for young people. India is on a path of becoming consumer driven society populated by one of the fastest growing middle classes in Asia. Here the philosophy of Mahatma Gandhi Consumer is the King has to be the guiding force. Window shopping, mall hopping, eating out , conspicuous consumption , moving and shopping in groups is best time pass for even the most hardened buyers. It is said that Indian consumer is where American consumer was 50 years ago. The Indian consumer now demands state of the art service, global standard of the product, and international level of shopping experience. In view of this trend the Visual Merchandising (VM), in India, is fast emerging as a lucrative and much sought after

profession. There are various institutes, in the country and overseas, offering courses in visual merchandising. There is also a mushrooming of companies manufacturing fixtures, props, display systems etc. as well as providing complete visual merchandising solutions for fashion retailers. We are seeing celebration of festivals which are a mix of traditional Indian festivals like Id, Gauri Ganesh Habba , Diwali Bazaar , Sankranti/Pongal Specials with Christmas , New Year and Valentine Day special promotions , sales and displays . Our Visual merchandising displays are showing the buoyant mood of our economy and the increasing purchasing power of global Indians to the world. Special days like Wednesday Cheapest day of the week , Republic day- weekend sales , Independence Day discounts , Hara Bhara Day of the week are all commonly seen in the stores near our locality and provide new challenges to visual merchandisers and retailers. These are indicating the vast field open for development for coming generations. Who knows very soon we may have Bollywood movie made on theme of window display like the hit movies of 20th Century called Mannequin-1 and Mannequin-2 from Hollywood. Future group having presence in almost all metros and tier II cities have done extensive research on consumer behaviours, preferences and shopping behaviour. They have set up many types of stores catering to different types of customers and their visual merchandising plan is deeply rooted in Indian Mandi or Bazaar feel. The Big Bazaar stores carry this core idea to merge the look and feel of mandis with modern retail features like quality, choice and convenience. Indian consumer has the need Best value for Money which can be met with indigenous solutions only. While shopping for food grains consumers usually touch the products to assess quality, hence Big Bazaar stores are designed to offer loose, self-service grains, pulses and masalas that consumers could touch, feel and smell before purchase. This shows the adaptability and forward thinking of our retailers. The amount of money spent on VM is 4% of sale revenue which clearly indicate the importance given to this field and immense potential of this field. Each and every store in India needs to be customised after taking in account the diverse culture, taste and preferences of every city or locality. Copying American Model for Indian context may not work. So we can prove that development of new ideas which are deeply rooted in Indian ethics, traditions and values is the way forward todays emerging visual merchandising field in Indian retail industry. Chapter 5 Bibliography-

1) Stone , Fashion Merchandising An Introduction , McGraw Hill Publication, NewYork 2) Rath Peterson Greensley Gill , Introduction to Fashion Merchandising, Delmar Publishers , Canada 3) Kishore Biyani, Dipayan Baishya , It Happened In India ,Rupa & Co. 4) Prasenjit Chowdhary, Catching Affluenza, Times of India , 15/11/11, Bangalore 5) Anisha Choudhary(BIMTECH) & Anku Sharma, Visual Merchandising , Fiber 2 Fashion website 6) Priya M Menon, Visual merchandising: New designs on you, TNN Oct 2, 2011 7) Wikipedia ,Visual merchandising, The free encyclopedia 8) Director (Operations), Ebony Retail Holdings Limited ,The Importance Of Visual Merchandising, Fiber2Fashion Website 9) KPMG IN INDIA ,Indian Retail Time to change lanes, Pdf 10) Indian Retail Industry , Pdf