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Introduction About the Brand & Store Principles of Design of the Store
Color Balance Emphasis Rhythm Proportion
2 3 5
In-store and out-store display Fundamentals
Store Exterior studyEntrance Window Display
Store Interior studyStore Design Fixtures Lightning Signage Ergonomics Graphics
Product Presentation Suggestion
Unlike the fine artist whose creativity is a statement of feelings. stay within budgets. dedication to design principles. A position as visual merchandiser involves a combination of skills. today’s visual merchandiser must create displays with an eye on function and artistic expression that ultimately increase the store’s profitability. or yesterday’s window trimmer. is the presentation of a store and its merchandise in ways that will attract the attention of potential customers and motivate them to make purchase. Visual Merchandising. and the discipline to follow directions.Introduction In the world of Visual Merchandising as we know it today. In today’s retail environment. 2 . briefly defined. including creativity. a sense of order. whose goal was just to produce a pretty display. and complete paperwork. the practice of concentrating a store’s display budget on windows replete with costly props and backgrounds is the exception rather than the rule. artistic talents play a major role in creating an atmosphere that motivates shoppers to become customers.
Its principal brands include Lee.About the Brand & Store “Lee | Wrangler” STORE LOCATION: 1st FLOOR. Riders. Lee Sport and Red Kap. is managed by VF Corporation. Nautica. Eastpak. outdoor products. 3 . NAVI MUMBAI. The North Face. Vans. image apparel and sportswear. It is traded on the New York Stock Exchange under the symbol VFC. Eagle Creek. Kipling. Wrangler. Reef. Rustler. Lee and Wrangler. CENTRE ONE MALL. VASHI. JanSport. The VF Corporation is a leader in branded apparel including Jeanswear. VF Corporation is the largest publicly held apparel company in the world. John Varvatos. Napapijri.
In 1889.Lee. the company then turned its attention to Jeans. made in 7. The ambition was simple. Starting life as the major supplier of denim to the US Army during WW2. Since then Wrangler has grown worldwide to symbolize authenticity. 4 . Lee was provoked by the conflicting quality and feature of foreign work wear and decided to produce quality US garments. The initial brand model was named the “Lee Bib Overall”. H. It was born out of the Blue Bell Overall Company of North Carolina in 1947. to create the worlds’ best five pocket jeans.5-ounce denim containing an all functional chest pocket and a button fly. in the year 1911. Wrangler.Is a manufacturer of jeans. a free spirit and rebellion…all values which still represent the brand today.Lee Jeans is a leading international retailer and manufacturer of denim wear and casual wear. Henry David Lee launched the Lee mercantile company on the world.D Lee designed Lee Overall.
In the store. black. they wanted to put emphasis on. 5 . On nothing. Colours that are next to each other on the colour wheel may be used in combination to form the analogous colour scheme. often referred as the focal point. The focal point is the dominant or central point of a display. They used different tones of yellow. with everything else playing a secondary or subordinate role. Emphasis Every visual presentation is built around something of particular interest. there was nothing as a focal point. white and sea green.“Principles of Design” of the Store Color Store uses a set of analogous colours.
then flow.Balance Store was in a symmetrical balance. or rhythm have been said achieved. progression. change room. We discover that rhythm is carefully executed through repetition. In a display. it uses the principle of repetition of shapes. mannequins. lightings. continuous line. and alteration. radiation. If we divide the store in two halves. 6 . The placement of identical forms in a row moves the eye across the display. it was equally distributed in aspects of space. the eye is led in one direction by multiples of the same shape. The store uses a repetition form of a rhythm. Rhythm When all of the elements of a design are properly located so that the eye travels smoothly from one part to another. It was in an asymmetrical balance in sense of fixtures and merchandise placements. movement.
7 . it was not proportionate. like the graphics and the fixtures & garment ratio. And at some places.Proportion The principle of proportion involves the comparative relationship of the design elements to each other. the whole will have a pleasing effect to the eye. The store at some places like placing of garment had the proportion. When each element of the design is properly proportioned.
8 . The following sections represent an overview of the various components: EXTERIOR Entrance Window Display INTERIOR Store Design Mannequins Fixtures Materials. Props & Tools of the trade Lightning Theme Signage POP Display By virtue of being a chain store and not a departmental store. and bring the retail premises to its highest level of visual appeal.In-store and out-store display Fundamentals In order to effectively differentiate one retail facility from another. the concept of visual merchandising also is centrally planned. Just as the merchandise is centrally purchased by buyers at corporate headquarters and the policies are centrally developed. a variety of different components must be successfully coordinated. The centralized visual plans are extensions of the organization’s overall philosophy. it must be having a centralized visual merchandising. Visual Merchandisers must be constantly aware of what’s taking place in each of these visual segments and must be prepared to make any necessary changes. By the top management.
Lightning of visuals 6. Trim removal 9. Be creative 9 .Steps to a successful visual planning: 1. Compose your elements in a balanced composition 4. Ensure proper signage 8. Develop a plan. Monitor incoming assets. time and action plan 2.floor plan. Keep all decorative elements ready 3.check for damage and quantity ordered 5. Installation of visuals 7.
and it did not have door (it has shutter which is used only when the shop closed. 10 . the width of the Window is 8 feet towards Left side and right side from the entrance and height is 12 feet. it is 1 foot Elevated from the entrance Gate.Store Exterior studyEntrance It had an open walk-in with no radio-frequency identification device. The entrance Gate is 7 feet in width & 12 feet in height.) The Window display for the store is without back means the whole shop is treated like a Window Display.
the LEFT side window and the store is for LEE and RIGHT side is for WRANGLER. 11 . But because of the contrast colour scheme and the graphics used on wall the only thing which attracts the customers and of course the Brand Name too.Window Display It has a parallel to sidewalk window type. it is 1 foot elevated from the entrance. Both side have three-three mannequins. The width of the window is 8 feet and the height is 12 feet. The windows are backless (whole shop is used as window). the display was not good. it’s not attractive. very simple and according to the brand it were BAD.
the placement of the products and fixtures are good. and they used the area very well. but comparatively WRANGLER’s side is more soothing than LEE. And visually the balance and the harmony were there. Store Layout 12 .Store Interior studyStore Design It has 24x28 square feet area.
13 .CIRCULATION: At circulation point of view there is enough space to roam in store and look the merchandise. so the girls section is only behind the counter. the placement of the displayed things are well placed. ZONING: Actually this store provides only 30% merchandise for girls and 70% for boys. and rest all of space is occupied by boys’ product of different sizes.
actually by using them only ROOF become the part of attraction not the PRODUCT. at WRANGLER side. not for the product or customer assessment or not even for trial room. there were focused light used by them which give the uniform light to the store. here they used more metal base fixture but related to that category only. in the base they used wood in strips form to give a rough look. it’s a series of spot lights on the roof side. Only these kinds of fixtures they used for both LEE & WRANGLER. Lightning Lighting wasn’t good at all. they used it on wall and the same texture for the table. Signages They were not using signage. they used ICON pedestal for product display on hanger and a table 2x4 feet and at the wall the fixture are the combination of AIRSIDE and BEAM type of fixture. 14 . The light was not in way that it could enhance the beauty of product.Fixtures For fixture thing. But they didn’t use wood for the LEE side display.
the fixtures. The minimum height for the product from ground is 2 ⅟ 2 feet and the maximum height was 6 feet. So it is very easy to a customer that he can see properly.Ergonomics From the eye of the ergonomics. so basically it’s a combination of both kind of fixtures and the product which were displayed there were at the proper height & the displacement to each other. the spacing between two fixtures everything was good. he can touch & he can pick up. the placement of the products. And the beam fixture is 4 inches apart from the airside fixture. 15 .
Graphics The graphics which were on the counter table. they are very YOUTH oriented and with the black & white and in sepia tone. and other side of walls are so good and they are according to the BRAND IDENTITY. at the wall of trial room. 16 .
there was no POP display at the store. Its president defines point-ofpurchase merchandising as “displays. structures and devices that are used to identify.POP Display In addition to the signage that abounds in retail establishments. However. 17 . or product and which serve as an aid to retail selling”. service. signs. The Point-of-Purchase Advertising International (POPAI) reports that it now represents a $12 billion industry. advertise and/or merchandise an outlet. there are point-of-purchase programs developed by manufacturers for retailer use.
they attract you allot. the PHOTO frames of the old posters of LEE & WRANGLER co. And. then you start searching for your desire one (product). then the LOGO of LEE & WRANGLER attracts your attention and except from that the roof. full of spot light with black background (ceiling). there is huge hall type area at ground floor. 18 . your attention goes towards the store graphics. And a special part. simple folds and all. the textures of the wall. it does not match with the brands. and when you reached at middle of the hall & looks upward to the stores. when you enter the show room. CUSTOMER EXPERIENCE When you enter in the Mall. and while looking them you get close to the product placed there.Product Presentation The product presentation was very simple. when you came at front of the shop. It was very old kind of. except from one or two places. the graphics attracts you. there are two to three people to assist you for new arrivals and trends. the colours and after that you start finding the product..
the graphics and the roof are only factors for visual merchandising. 19 . So these all things must be improve for better VM. there is nothing like VIVID. but the problem is the people who work there. Also. they do not use lights properly. they never tries for new folds or placement for the product.Suggestion Actually the store is good. they do not do efforts for the better presentation of goods. they should keep POP display. and 30% for GIRLS and 70% for the BOYS. not the product presentation. it creates constant feel. TARGET AUDIENCE The target audience for this store (LEE & WRANGLER) is YOUTH & TEENAGERS. Fixture are too good.
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