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NATIONAL INSTITUTE OF FASHION TECHNOLOGY

PATNA

VISUAL MERCHANDISING

SUMMER INTERNSHIP

PANTALOONS

PATNA

SUBMITTED BY:

NIDHI

MFM

NIFT, PATNA

UNDER THE GUIDANCE OF:

HIMANSHU SHEKHAR

VISUAL MERCHANDISER

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CERTIFICATE
This is to certify that Ms. Nidhi of National Institute of Fashion Technology (NIFT), has
successfully completed her internship project work titled “Visual Merchandising at
Pantaloons” in partial fulfillment of requirement for the completion of 2 years post graduate
programmed “ Master of Fashion Management (MFM)” as prescribed by the department of
Fashion Management Studies (FMS), National Institute of Fashion Technology.

This internship report is the record of authentic work carried out by her during the period
from 1st June 2017 to 26th July 2017 under my mentorship.

Signature
Name of the faculty mentor: Mr. Vikas Kumar
Assistance professor

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ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Aditya Birla Fashion and Retail Limited
for providing me an opportunity for this learning experience. I would like to express my
deep gratitude to my mentor Mr. Himanshu Shekhar, Visual Merchandiser –
PANTALOONS who has been a great support and a source of inspiration throughout my
internship period. Without his guidance and continuous support, the project could not have
been completed successfully.
My hearty thanks to my friends and parents who were always there with support and
encouragement.
I would like to thanks my batch mates for providing a helping hand and gave me continuous
encouragement and motivation throughout the project.
Last but not the least; I would like to express my sincere gratitude to all those who have
helped me in the completion of this humble effort.

SIGNATURE
NAME: NIDHI

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COMPANY PROFILE

Introduction
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry
of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and
around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space.
Market Size
India’s retail market is expected to nearly double to US$ 1 trillion by 2020 from US$ 600 billion in 2015#,
driven by income growth, urbanization and attitudinal shifts. While the overall retail market is expected to
grow at 12 per cent per annum, modern trade would expand twice as fast at 20 per cent per annum and
traditional trade at 10 per cent#. The Indian retail industry is one of the fastest growing in the world. Retail
industry in India is expected to grow to US$ 1.3 trillion by 2020, registering a Compound Annual Growth
Rate (CAGR) of 16.7 per cent over 2015-20.
India is the fifth largest preferred retail destination globally. The country is among the highest in the world
in terms of per capita retail store availability. India’s retail sector is experiencing exponential growth, with
retail development taking place not just in major cities and metros, but also in Tier-II and Tier-III cities.
Healthy economic growth, changing demographic profile, increasing disposable incomes, urbanization,
changing consumer tastes and preferences are the other factors driving growth in the organized retail market
in India. India’s population is taking to online retail in a big way. The online retail market is expected to
grow from US$ 6 billion to US$ 70 billion during FY15-FY20.
Increasing participation from foreign and private players has given a boost to Indian retail industry. India’s
price competitiveness attracts large retail players to use it as a sourcing base. Global retailers such as Wal-
Mart, GAP, Tesco and JC Penney are increasing their sourcing from India and are moving from third-party
buying offices to establishing their own wholly-owned/wholly-managed sourcing and buying offices.
The Government of India has introduced reforms to attract Foreign Direct Investment (FDI) in retail
industry. The government has approved 51 per cent FDI in multi-brand retail and increased FDI limit to 100
per cent (from 51 per cent) in single brand retail, and plans to allow 100 per cent FDI in e-commerce, under
the arrangement that the products sold must be manufactured in India to gain from the liberalized regime.

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ABOUT ADITYA BIRLA

A US $41 billion (Rs. 2, 50,000 crore) corporation, the Aditya Birla Group is in the League of Fortune 500.
Anchored by an extraordinary force of over 120,000 employees, belonging to 42 nationalities. Over 50 per
cent of its revenues flow from its overseas operations spanning 36 countries.

The Aditya Birla Group has been ranked fourth in the world and first in Asia Pacific in the ‘Top Companies
for Leaders’ study 2011, conducted by Aon Hewitt, Fortune Magazine and RBL (a strategic HR and
leadership Advisory firm). The Group has topped the Nielsen's Corporate Image Monitor 2014-15 and
emerged as the Number one corporate, the 'Best in Class', for the third consecutive year.

Mr. Birla chairs the Boards of all of the Group’s major companies in India and globally. Its clutch of global
companies features Novelis, Columbian Chemicals, Aditya Birla Minerals, Aditya Birla Chemicals, Thai
Carbon Black, Alexandria Carbon Black, Domsjö Fabriker and Terrace Bay Pulp Mill, among others. In
India, he chairs the Boards of Hindalco, Grasim, Aditya Birla Nuvo, Ultra Tech and Idea.

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Grasim Aditya Birla Nuvo Ultra Tech Idea

The Group’s businesses are spread across a swath of industries. These include aluminium, copper, cement,
textiles (pulp, fibre, yarn, fabric and branded apparel), carbon black, insulators, natural resources, power,
agribusiness, telecommunications, financial services, retail and trading.

The Aditya Birla Group is an Indian multinational conglomerate, headquartered in Worli, Mumbai,
India. It operates in 40 countries with more than 120,000 employees worldwide. The group was founded by
Seth Shiv Narayan Birla in 1857. The group interests in sectors such as viscose staple fibre, metals, cement
(largest in India), viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, insulators,
financial services, telecom, BPO and IT services.
The group had revenue of approximately US$41 billion in year 2015. It is the third-largest Indian private
sector conglomerate behind Tata Group with revenue of just over US$100 billion and RIL with revenue of
US$74 billion.

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ADITYA BIRLA FASHION AND RETAIL LIMITED

Fashion is perhaps the very first expression of success of a free nation. Fashion is a celebration and a joy. It
is an expression that can manifest itself in different ways for different people and these ways are forever
evolving.
Aditya Birla Fashion and Retail Ltd. (ABFRL) emerged after the consolidation of the branded apparel
businesses of Aditya Birla Group comprising ABNL'S Madura Fashion division and ABNL's subsidiaries
Pantaloons Fashion and Retail (PFRL) and Madura Fashion & Lifestyle (MFL) in May 2015. Post the
consolidation, PFRL was renamed Aditya Birla Fashion and Retail Ltd
"This consolidation will create India's largest pure play Fashion and Lifestyle Company with a strong
bouquet of leading fashion brands and retail formats. This move brings India's #1 branded menswear and
womens wear players together." – Kumar Mangalam Birla, Chairman, Aditya Birla Group.
ABFRL brings together the learnings and businesses of two renowned Indian fashion icons, Madura Fashion
& Lifestyle and Pantaloons Fashion and Retail. This will create a synergistic core that will act as the nucleus
of the future fashion businesses of the Aditya Birla Group.
ABFRL is India's No 1. Fashion Lifestyle entity with a combined revenue of INR 6,633 crore for FY'17,
growing at a rate of 10 percent and EBITDA of INR 476 crore for FY'17 that has grown at 18 percent over
the last year.

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The ABFRL umbrella includes:
Madura Fashion & Lifestyle
The custodian of several icons, including the top four fashion brands of India - Louis Philippe Van Heusen,
Allen Solly and Peter England — each of which clocked MRP sales in the vicinity of INR 1,000 crore. It
also includes India's first fast-fashion youth brand, People; India's largest fully integrated fashion multi-
brand outlet chain, Planet Fashion; India's largest premium international brand retailer, The Collective and
the British fashion icon, Hackett London's mono-brand retail in India.
ABFRL has acquired exclusive online and offline rights to market the global brand – ‘Forever 21’ and its
existing store network, in the fast-fashion segment in India.
To expand its international portfolio, ABFRL entered into exclusive partnerships with two of UK’s most
successful fashion brands, ‘Simon Carter’ and `Ted Baker’.

VISION AND VALUES

 OUR VISION
To be a premium global conglomerate, with a clear focus on each of the businesses.

 OUR MISSION
To deliver superior value to our customers, shareholders, employees and society at large.

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OUR VALUES

 INTEGRITY :

Acting and taking decisions in a manner that is fair and honest. Following the highest standards of
professionalism and being recognised for doing so. Integrity for us means not only financial and intellectual
integrity, but encompasses all other forms as are generally understood.

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 COMMITMENT :

On the foundation of Integrity, doing all that is needed to deliver value to all stakeholders. In the process,
being accountable for our own actions and decisions, those of our team and those in the part of the
organisation for which we are responsible.

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 PASSION :

An energetic, intuitive zeal that arises from emotional engagement with the organisation that makes work
joyful and inspires each one to give his or her best. A voluntary, spontaneous and relentless pursuit of goals
and objectives with the highest level of energy and enthusiasm.

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 SEAMLESSNESS :

Thinking and working together across functional groups, hierarchies, businesses and geographies.
Leveraging diverse competencies and perspectives to garner the benefits of synergy while promoting
organisational unity through sharing and collaborative efforts.

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 SPEED :

Responding to internal and external customers with a sense of urgency. Continuously striving to finish
before deadlines and choosing the best rhythm to optimise organisational efficiencies.

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PANTALOONS FASHION & RETAIL LIMITED

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first Pantaloons store
was launched in Gariahat, Kolkata in 1997. As of November 2013, there were 76 Pantaloons stores in 44
cities. Pantaloons was previously controlled by the Future Group, and was taken over by Aditya Birla Nuvo
Limited (ABNL). According to the Brand Trust Report 2014, a study conducted by Trust Research
Advisory, Pantaloons featured among 100 most trusted brands in India.
Pantaloons has 130 fashion stores in 40 cities and towns in India. It has retail space of 1.7 million square
feet, which is amongst the largest in India
India's largest big box fashion retailer, Pantaloons is one of the fastest growing lifestyle apparel retail
destinations in India. Constantly innovating designs, concepts and products by infusing the latest trends in
fashion and clothing styles, Pantaloons has a repertoire of lifestyle brands to cater to every consumer's needs
across multiple occasions.
ABFRL (ADITYA BIRLA FASHION AND RETAIL LIMITED) altogether hosts India's largest fashion
network with over 7000 points of sale across over 375 cities and towns, which include more than 2,000
exclusive ABFRL brand outlets. With ~16 million Loyalty Members as of FY’17, ABFRL has a strong
bouquet of loyalty programmes in India. ABFRL boasts of creating more than 20,000 new designs every
year.
It is Voted as 'India's Most Trusted Apparel Retail Brand' (Brand Equity Survey 2014-15), Pantaloons, a
division of ABFRL, is one of the most loved large format fashion retailers in India. Post-acquisition by
Aditya Birla Nuvo Limited in 2013, Pantaloons is today the fastest growing large format retailer in the
country. The rate of new store openings has increased from one every two months to one every two
weeks. The brand is now present in 78 Indian cities/towns.
Pantaloons posted revenues of Rs.2,164 crore in FY15-16, up 17 per cent from the previous year.
Pantaloons offers a wide range of brand offerings across apparel and non-apparel categories and across
varied price points. It operates across categories of casual wear, ethnic wear, formal wear, party wear and
active wear for men, women and kids. Womenswear is the lead category contributing to half of total apparel
sales. Non-apparel products include footwear, handbags, cosmetics, perfumes, fashion jewellery and
watches.

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Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian middle-
class with an indigenous fashion retail format. Consistent with the times, the model was of a discount
fashion retailer.

Brands
Pantaloons today retails over 200 licensed and international brands, including 24 exclusive brands. The
Pantaloons exclusive brand bouquet includes Ajile, Akkriti, Alto Moda, Annabelle, Bare Denim, Byford,
Candies’ New York, Chalk, Chirpie Pie, Honey, Izabel London, Poppers, Rangmanch, Richard Parker, SF
Jeans, Trishaa, Urban Eagle; besides, it also features brands licensed on a long- term basis: Bare, Rig, SF
Jeans, Byford, JM Sports, Lombard and Candies’ New York.
It also hosts Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England and
People in menswear; Van Heusen and Allen Solly in womenswear, and Allen Solly Junior. It retails partner
brands such as John Miller, Celio, Spykar, Levis and Lee Cooper in menswear; Jealous 21, 109*F, AND,
Chemistry and KRAUS in women's western wear; BIBA, Global Desi, and W in women's ethnic wear;
Barbie and Ginny & Jony in kids wear.
Pantaloons online
A pantaloon is available on all leading e-commerce portals. Pantaloons enjoy a loyal customer base of over
6.5 million (as of FY17). It runs its own four-tier loyalty programme called 'Green card'.

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Pantaloons SWOT Analysis, USP & Competitors
Pantaloons
Parent Company Aditya Birla group

Category Retail

Sector Retail and lifestyle

Tagline/ Slogan In love with life, in love with fashion; Rewrite rules retain values

USP Pantaloons offers value for money with quality apparel in India

Pantaloons STP

Segment People looking for good quality affordable apparel

Target Group Middle and upper middle class urban families in India

Positioning Pantaloons is a highly fashionable brand with affordable prices

Pantaloons SWOT Analysis

Strengths 1. Pantaloons is one of India’s largest retailer having 100+ stores across
40 cities in India
2. Pantaloons is one of the largest retailer by market capitalization and
revenue in India
3. It manages high number of purchase orders
4. It is always updated with changing consumer preferences
5. Pantaloons is a popular brand with a high presence across India
6. Strong online presence of the brand helps to tap the internet market
7. Pantaloons offers a wide variety of clothes for men, women and
children
8. Advertising, branding and discounts have enabled the brand to
capture the youth

Weaknesses 1.Intense competition from retail stores and online shopping brands

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means limited market share growth for Pantaloons
2.Too many options for customers hence high brand switching and low
brand loyalty
3.Pantaloons does not function internationally, which has an effect on
success, as they do not reach consumers in overseas markets.
” PRIL is the World’s largest grocery retailer and control of its empire,
despite its IT advantages, could leave it weak in some areas due to the
huge span of control
” Since Pantaloons Retail India Ltd sell products across many sectors, it
may not have the flexibility of some of its more focused competitors.
” Each business line faces competition from specialty companies.
Fashion segment, Shoppers Stop, Trent, Lifestyle. In hypermarket-RPG
(Spencer’s),Trent (Star India Bazaar) In Food business, Reliance Fresh,
Spinach, Food World

Opportunities 1.Pantaloons can increase the footfalls by increasing ATL – TV


commercial promotions
2.India is fast emerging as retail hub for top brands as government
allowed FDI in single brand and multi brand retail
3.Organized retail is only small percentage of total Indian retail industry
4. Tie-ups with fashion institutes and even online brands can help
increase sales for Pantaloons

Threats 1. Strong competition from unorganized retail sector in India affects


business of Pantaloons
2. Government policies are not well defined in emerging markets
3. Online shopping is emerging trend in consumers due to convenience
which is taking away market share of retailers like Pantaloons

Competition

Competitors 1.Shoppers Stop


2.Vishal Mega mart
3.Westside
4.Wills Lifestyle
5.Jabong
6.Myntra

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PANTALOONS PATNA

Patna Pantaloons is situated at west boring canal road, Patna (BIHAR). The total square feet of the store is
35,000.
The façade of the pantaloons is huge which includes entrance and exist of the store, the three windows and
baggage counter. It is of three floors,

FLOOR CATEGORY

GROUND Perfume and Cosmetics, Jewellery, Fashion Accessories, Women’s Ethnic


Wear, Women’s Footwear, Handbags, Tailor room, Trial room, Security
point.

1st Women’s Western Wear, Kids Wear, Kids Accessories, Kids Bag pack, Kids
Footwear, Lingerie’s, Customer service desk, Trial room, Washroom.

2nd Men’s Formal Wear, Men’s Casual Wear, Men’s Accessories, Men’s
Innerwear, Bag pack, Men’s Footwear, Warehouse, Fun zone, Trial room,
Washroom.

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 BRANDS AT GROUND FLOOR

APPAREL (ETHNIC WEAR)

PANTALOONS BRANDS ( PT. BRANDS) NON-PANTALOONS BRANDS( NPT BRANDS)

RANGMANCH GLOBAL DESI

TRISHA BIBA
AKKRITI W

NON APPAREL (FOOTWEAR)

PANTALOONS BRANDS ( PT. BRANDS) NON-PANTALOONS BRANDS( NPT BRANDS)

HONEY WET BLUE

FOREVER GLAM CATWALK

NON APPAREL (BAGS)

PANTALOONS BRANDS ( PT. BRANDS) NON-PANTALOONS BRANDS( NPT BRANDS)

HONEY BAGGIT

ANNABEL CAPRESE

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NON APPAREL

PERFUMES JEWELLERY COSMETICS

SCOTT ZAVERI PEARLS REVLON

LACOSTE SIA MAYBELLINE NEWYORK

ELIZABETH ARDEN SARAH LAKME

AZZARO ANNABELLLE ( PT. BRAND) COLORBAR

BOSS JAZZ( PT. BRAND)


DAVID BECKHAM

 BRANDS ON FIRST FLOOR

APPAREL (WOMEN’S WESTERN WEAR)

PANTALOONS BRANDS ( PT. BRANDS) NON-PANTALOONS BRANDS( NPT


BRANDS)

ANNABELLE 109 F

IZABEL LONDON AND

ALTO MODA ZINK LONDON

HONEY JEALOUS 21

CANDIE’S KRAUS

SF

BARE DENIM

AJILE, AJILE ESSENTIALS

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APPAREL (KIDS)

PANTALOONS BRANDS ( PT. BRANDS) NON-PANTALOONS BRANDS( NPT


BRANDS)

CHALK GINI & JONY

AJILE DOODLE

BARE KIDS MINI KLUB

POPPERS CHIRPIE PIE


AKKRITI

NON APPAREL

FOOTWEAR FASHION ACCESSORIES DISNEY

CHALK( PT.BRAND) POPPERS ( PT.BRAND) SUNGLASS

POPPERS ( PT.BRAND) WATCH

BAGS

BOTTLES
PENCIL-BOX

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 BRANDS ON SECOND FLOOR

NON APPAREL

PANTALOONS BRANDS ( PT. BRANDS) NON-PANTALOONS BRANDS( NPT


BRANDS)

INDUS ROUTE MANYAVAR

RICHARD PARKER THEME

AJILE PETER ENGLAND

ALTO MODA JOHN MILLER

SF SPYKAR

BARE DENIM LEVIS

URBAN EAGLE CELIO

BARE LEISURE INDIAN TERRAIN

BYFORD TURTLE

JM SPORT CLASSIC PEPE JEANS

JOHN PLAYER

NON APPAREL

FOOTWEAR BAGS / WALLETS / TIE INITIALS

AJILE WILDCRAFT JOCKEY

BYFORD LONGHORNS VAN HEUSEN

RICHARD PARKER ONN

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ORGANIZATIONAL HIERARCHY

PRESIDENT

VICE PRESIDENT

HR Marketing Manager Category Head Financial Head Operational Head VM Head

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HIERARCHY IN STORE

STORE MANAGER

VM Department Managers Marketing Manager Operational Manager HR

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Visual merchandising is the practice in the retail industry of developing floor plans and three-
dimensional displays in order to maximize sales. Both goods and services can be displayed to highlight their
features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the
customer towards making a purchase.

Visual merchandising commonly occurs in retail spaces such as retail store

The art of increasing the sale of products by effectively and sensibly displaying them at the retail outlet is
called as visual merchandising. Visual merchandising refers to the aesthetic display of the merchandise to
attract the potential buyers, prompt them to buy and eventually increase the sales of the store. In simpler
words, visual merchandising is the art of displaying the merchandise to influence the consumer’s buying
behavior. The store must offer a positive ambience to the customers for them to enjoy their shopping. The
location of the products in the store has an important role in motivating the consumers to buy them. Sensible
display of the merchandise goes a long way in influencing the buying decision of the individual. The end-
user will never notice something which is not well organized: instead stacked or thrown in heaps.

Proper Space, lighting, placing of dummies, color of the walls, type of furniture, music, fragrance of the
store all help in increasing the sale of the products.

THE ELEMENTS OF VISUAL MERCHANDISING


Visual Merchandising is commonly accepted as a merchandising technique that uses the visual elements
effectively. Visual element refers to lighting, colors and signage. In short, they are the visual
communications in the designing of an environment.

The key elements of visual merchandising are the elements of window display at the same time. First of all,
I will explore the importance of windows display, and then other basic elements.

Windows display: “The display window is accepted as the most important part of the store design because
it is the first meeting place the customer has with a brand and it gives passerby a quick impression of the
store. Window displays are crucial whether a store is situated in a mall or in a busy street. They are mix of
art, fashion, design and marketing. They must compel customers to enter a store by defining a brand’s
image. Today, retailers are recognizing the importance of window display as the first point of contact
between the store and the customer.

In pantaloons one of the task during training was to set up new window display and focal point.

The art work is sent in coral format which is then altered as per the store window and focal point
measurement and then the order is given for the equipment’s and prints.

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Colors: Color is accepted as the biggest motivation for shopping. People buy color before they buy, size, fit,
or price. Colors says something about the kind of merchandise and merchandiser. Color psychology is very
important in visual merchandising. Colors can immediately create a mood. Colors are considered as one of
the effective way to capture customer’s attention. As the most powerful and effective tool of the Visual
Merchandising, colors pulls more customer into the store.

Lighting: Lighting is another elements of visual merchandising. The choice of the right lighting in fashion
stores should be well considered. There are numerous products that offer many choices for shopping
environment. Lighting deals with create an ambiance and make environments visually pleasing. The right
utilization of light is highly important for shopping environments. Light reflections and energy requirements
should be well analyzed.

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Height and cleanliness of shelves: Product shelving has an important influence on consumer behavior. It
includes both the height of shelves at which the products are displayed and the number of rows in each
shelves can influence the sales of products. An eye catching clean store generates perceptions of cleanliness,
satisfaction, or luxury. Unclean merchandise gives the impression of out dated, damaged or returned stock
and reduces the value in the consumer’s mind.

Music: Music these days is an essential element to a store. Be it food retailing, grocery or luxury retailing,
the importance of music cannot be ignored. But while playing music in stores, be careful to play the kind of
music that reflects both the products you sell and the type of clientele that you hope to attract. Avoid FM
radios as commercials can kill the purchasing mood or even advertise a competitor. As pantaloons play their
own FM.

IMPORTANCE OF VISUAL MERCHANDISING

When used in the context of retail merchandising, visual merchandising is the activity of presenting
products in a manner that encourages sales.

Makes products easier to locate: Well, visual merchandising helps shoppers locate product more easily.
When a product is properly displayed, it will catch shoppers' attention, guiding them towards it.

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Move product faster: Need to clear some of your store's current inventory for a new line of products? With
the help of visual merchandising, you can move products faster.

Promotes a Positive Shopping Experience: Visual merchandising makes stores more enjoyable for
shoppers. By displaying and promoting your products in a manner that encourages higher sales, you will
subsequently create a more enjoyable shopping experience.

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MERCHANDISE PRESENTATION ANS ITS IMPACT ON SALE
MPM ( Merchandise Presentation Module) :
In basic terms, merchandising presentation is a design strategy that involves placing merchandise in a neat
and organized manner to make it easy for the customer to shop. While merchandising presentation is not
meant to be boring, it is also not designed to be the main attraction in the store. Its main purpose is to
enhance the shopping experience by making wanted products easy to locate.

A planogram model is typically used for merchandising presentation.

This is the MPM that is sent by the zonal head office and according to that u have to merchandise your
collection. This example places merchandise on various in-store fixtures, such as shelves, tables, hanging
racks and fixtures. As designers, you will use the planogram model to separate items by style, brand, price

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points and other consumer-centric criteria. This allows consumers to find the exact products they are
looking for without any hassle.

PPM ( Product Presentation Module):


It explain about every single detail of the merchandise about its quality, production cost, material used,
arrangement of merchandise, every detail of merchandise is available in ppm. Eg; folding guideline,
washing guideline, ironing guideline, quality of the fabric, shape of the fabric whether it is stretchable or
slim fit or straight cut.

Here are some folding details.

Chain folding

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Pocket folding

Washing folding

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Open folding

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Different types of folding

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Hanging-
Product that need full frontal view or product that require to show the shape, fit and fall of the garment or
fashion merchandise is hanged on wall in step arms or in waterfall, T-browesr, 2 way browser and I
browser. Different arms have different capacity. Ensure same style/price merchandise are placed together. It
is mandatory to do Size wise display. For example- XS/S/M/L/XL/XXL.

Hanging

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Stacking-
Packed product that don’t need details of shape, fit and fall is stacked or core merchandise. Maximum 18
piece in normal fold and 10 piece in paper fold per option.

Stacking

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STEP ARM

2 WAY BROWSER

I- BROWSER

FOR STACKING

Colour blocking-
Colour blocking is done to make the merchandise attractive and convincing for the customer to buy it. When
a customer is looking for a particular type or style of garment, he should be able to access the entire range of
merchandise and thus all styles and colours of that particular garment. This is possible by arranging the
merchandise vertically. By doing this the whole range is displayed and this becomes a lot more appealing
and a systematic arrangement, when compared to a horizontal arrangement which might have a space
constraint while displaying all styles at once. Colour blocking is an easy way of making the most basic
technique of making a merchandise look appealing. It only requires placement of merchandise based on its
colour. Colour blocking always done vertically. This is done so that the customer can see the variety of
colour options available to him/her. As colour have a very power stimulus and evokes strong emotional
response in people, vertical blocking also nullifies any ill effect a particular color might have on a person.
Colour blocking is done following VIBGYOR, with the lighter colour on the top and the darker at the
bottom. There is a proper guideline for merchandise display. I was to check the colour blocking. Colour
should go from light to dark in front to dark in back in browser and in walls colour blocking is always done
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vertically and option of the merchandise are kept horizontally. This is done so that customer can see the
variety of colur options available to him.

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Zones-
Each section is divided into different zones based on its visibility the section is divided into three zones.

Zone 1- right next to aisle

Zone 2- between fixture touching and the aisle and the back wall.

Zone 3- the back wall.

ZONE 3
FASHION
PRODUCT

ZONE 2
CORE PLUS

ZONE 1
CORE PRODUCT

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ZONE 3

ZONE 2

ZONE 1

Zone 1:

It is the most visible to the customer.

Power pricing, entry price points.

Zone 2:

It is not visible at the first go. Display core fashion merchandise.

Zone 3:

Very visible from far off. Latest theme or story should be placed here. Wall display is coordinated with the
nesting table works well, be it story or color.

Cut size should come on the bottom most shell on the wall or one dedicated fixture on floor with last of the
best signage.

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SIGNAGES
Sinages is any kind of visual graphics created to display information to a particular audience. This is
typically manifested in the form of way finding information in places such as street or inside/outside of
buildings.

The main pupose of sinange is communication, to convey information such that it receiver can make
cognitive decision based on the information provided. In general, signage’s can be classified into following
functions:

Information: signs gives information about service and facilities. Eg ; maps, directories, instruction for use,
etc.

Direction: signs leads to services, facilities, functional spaces and key areas. Eg: sign post, directional
arrows, etc.

Identifications: signs indicating services and facilities. Eg: room name and no. , toilet signs, no of floors
etc.

Safety and regulatory: signs give warning and safety instructions. Eg: warning signs, traffic sign, exit sign,
etc.

Floor signage
 Power pricing signage
 Generic paper signage
 Offer card signage
 Green card signage
 Standee
 Dropdown
 Communication signage

Some guideline should be follow :

 All the signage should be in Right format, no spelling mistake, right fonts should be used.
 Apart from Brand signages guideline no extra aignage should be there in any brand.
 Any promo or offere signage will be placed with new acrylic stand, it will not hide any brand
signage.
 All signagr paper and acrylics should be in proper condition on one fixture only one signage will be
kept always ensure that signage’s are never one sides, it has to be two sides.

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Power pricing signage

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Generic paper signage

These are the generic paper that are used in regular days. The font text that is used in this is TGL and
Gotham

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Offer signage

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Standee

Green card offer

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DROPDOWN

Dropdown

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Communication signage
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Wobbler

Different signage that is used in retail organasation.


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TYPES OF FIXTURE AND CAPACITIES AND ITS USAGE
In retail organization different types of fixture were used. And every fixture have certain capacity. Fixture
are of two types:

1. Wall fixture
2. Floor fixture
In different organization different types of fixture were used. In Pantaloons Patna the type of fixture were
used are listed below:

FIXTUR
E

WALL FLOOR

ARM SHELF BROWSE GANDOLA TABLE


S R AS

2 way arm Spinner Nesting


Step arm Slant
table
wall 4 way arm
Straight
Pigeon
arm Pigeon 6 way arm table
hole
T- arm
I- browser
Waterfall

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Different fixture have different capacity. Here the list of the capacity is is pre decided by the head office of
pantaloons.

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IN ETHNIC SECTION

Wall

Category Fixture type No of options No of pcs per No of pcs per


per arm arm options
Kurtas Step arm 2 options 18 pcs 9 pcs per option
Dresses Step arm 2 options 18 pcs 9 pcs per option
Bottoms Step arm 2 options 14 pcs 7 pcs per option
Kurtas Shelves 2 options 18 pcs per shelf 9 pcs per stack

Kurtas Waterfall 1 option 7 pcs

Browser

Category No of options No of pcs per No of pcs per Remarks


per arm arm options
Kurtas 2 options 18 pcs 9 pcs per option
Kurtas 3 options 18 pcs 6 pcs per option Incase prepack
not available
Dresses 2 options 18 pcs 9 pcs per option
Dresses 3 options 18 pcs 6 pcs per option Incase prepack
not available
Bottoms 2 options 14 pcs 7 pcs per option

Table

Category Fixture type No of options No of pcs per


option
Kurtas 2 tier table (4ft) 22 options 24 pcs

Leggings Gondola 32 options 8 pcs

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WESTERN SECTION

Wall

Product Fixture type No of options No of pcs per No of pcs per


per arm arm options
Tops Step arm 2 options 18 pcs 9 pcs per option
Dresses Step arm 2 options 18 pcs 9 pcs per option
Bottoms Step arm 2 options 14 pcs 7 pcs per option

Tops & Shelves 2 options 12 pcs per shelf 6 pcs per stack
Bottoms

Browser

Product No of options No of pcs per No of pcs per Remarks


per arm arm options
Tops 2 options 18 pcs 9 pcs per
option
Tops 3 options 18 pcs 6 pcs per Incase prepack
option not available
Dresses 2 options 18 pcs 9 pcs per
option
Dresses 3 options 18 pcs 6 pcs per Incase prepack
option not available
Bottoms 2 options 14 pcs 7 pcs per
option

Table

Product Fixture type No of options No of pcs per


option
Power Tees 2 tier table -4ft 28 options 24 pcs (Astrores)
16 pcs (B&C
stores)
Power Tees 3 tier table 26 options 24 pcs (Astrores)
16 pcs (B&C
stores)

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KIDS WEAR

Wall
Category Fixture type No. of options No of pcs per No of pcs per
per arm arm option
Bottom step arm 2 options 10 pcs 5 pcs
straight arm 2 options 10 pcs 5 pcs
Polos & Shirts step arm 2 options 20 pcs 10 pcs
straight arm 2 options 20 pcs 10 pcs
Tees step arm 2 options 20 pcs 10 pcs
straight arm 2 options 20 pcs 10 pcs
Tops & Bottoms Shelf 2 options 10 pcs 5 pc

Browser

Category No. of options per No of pcs per arm No of pcs per option
arm
Bottom wear 3 Options 15 pcs 5 pcs
Polos & Shirts 3 Options 15 pcs 5 pcs

Tees 4 Options 20 pcs 5 pcs

Table
Fixture type Category No of Options No of pcs per option
4 ft table (2 tier) Top wear 22 15 pcs
Bottoms 22 5 pcs
4 tier table with Top wear 20 stacking + 6 15 pcs in stacking + 5
hanging (NEW) hanging pcs in hanging
Bottoms 20 stacking + 6 5 pcs
hanging
4 tier table gondola Top wear 34 15 pcs
Bottoms 34 5 pcs

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MEN’S WEAR

Wall

Category Fixture type No. of options No of pcs per No of pcs per


per arm arm option
Shirts Step Arm 2 options 12 pcs 6 pcs
Shelves 2 options 10 pcs per shelf 5 pcs (paper fold)

Bottoms Step Arm 2 options 14 pcs 7 pcs


Shelves 2 options 10 pcs per shelf 5 pcs

Browsers

Category No. of options No of pcs per No of pcs per Remark


per arm arm option
Shirts 2 options 16 pcs 8 pcs

Bottoms 2 options 14 pcs 7 pcs

Table

Category Fixture Type No. of options No of pcs per option

Top wear 2 tier table (4 ft) 22 Options 12 pcs (long paper


fold)

Bottoms 2 tier table (4 ft) 18 Options 6 pcs

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MANEQUINEE AND ITS STYLING
A mannequin(also called a dummy, lay figure dress form) ia an often articulated doll used artist, tailors,
dressmakers, and other especially to display or fit clothing. Mannequins help the customers to know about
the latest trend the store offers without sometimes even bothering the sales representative. It is the attractive
mannequin which pulls the customer into the store.

Purpose of Mannequins

 Mannequins are used to highlight the unique collections of the store.


 Mannequins display the latest trends in fashion and influence the customers to buy the particular
merchandise.
 Mannequins attract the customers into the store and thus increase the revenue and profit.
 Mannequins are also responsible for up selling at the retail store.

Up selling is a sales mechanism where the sales representative strives hard to convince the customers to buy
extra items or expensive merchandise and thus increases the revenue of the store.

How do Mannequins help in upselling?

Mannequins help the customers to understand what would look good on them. The customer might not
understand how a particular bag would look with a particular dress or for that matter which fashion
jewellery would add elegance to a particular outfit. The retailer must smartly decide the entire look of the
mannequin.

Sandra went to buy a nice dress for her office party. The mannequin wearing a blue dress at a retail store
immediately caught her attention and she decided to buy it. The retailer had sensibly also added a blue
neckpiece and a trendy clutch to the mannequin for the complete look. Sandra was not very sure what she
wanted to wear along with the dress. The moment she saw the mannequin she knew what would look good
on her. Not only did she purchase the dress but also the neckpiece along with the clutch. An example of
upselling. Sometimes you can’t decide what all would look good on you; a mannequin helps you decide the
same.

Points to be considered while choosing a Mannequin

 Make sure the mannequin is not too heavy.


 The shape and size of the mannequin must be according to your target market.
 The mannequins must not act as an object of obstacle.
 It should never be kept at the entrance or the exit door as it blocks the way of the potential buyers.
 The clothes should look properly fitted on the mannequin. Avoid using unnecessary pins.
 Carefully select what you want your mannequin to wear.
 Change the position of the mannequins frequently.
 The mannequins should not be dirty or have unwanted stains.

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 The clothes on the mannequins should be according to the season and changed at regular intervals to
avoid monotony.

Types of Mannequins

 Abstract Mannequins
 Headless Mannequins
 Realistic Mannequins
 Tailors Dummies
 Display Forms

Mannequin Styling

Its is done according to a layout send by the zonal head.the styling changes with the changes in season or
during festive season.
 There are few guideline to be followed while handling mannequins which are given below:
 Taking care of mannequin during styling.
 No hard tag on mannequin merchandise.
 It is mandatory to iron all merchandise before they are worn on mannequin.
 All the mannequins sholud have footwear compulsorily.
 Price tag should not be visible.
 Cleanliness of mannequin should be checked on daily basis.
 Mannequin should be well grouped.
This the layout which is send by the zonal head during summer season( SU17) and according to this
mannequin styling has to be done. The layout that is send by the zonal head is monochrome story the
combination of black and white.

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MONOCHROM
ATHLEISURE INSPIRED
E STORY
LOOKS
FASHION
STORES

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EOSS (END OF SEASON SALE) AND ITS IMPACT ON SALE
High inflation has forced the tight pocket customers to wait for end of season sale (EOSS) to grab their
favourite stuffs. Well, it is a golden opportunity for retailers as well to clear up the old stock and make the
room for new arrivals. In place it help the customer in fetching their desire on discounted rates, on other
hand it helps the retailers in increasing their footfall in short span.

Once again the July season is round the corner and the retailers are gearing up for their traditional end of
season sales ( EOSS) an all major indian cities to cash back the occasion.

EOSS communication are as follow:

WINDOW

MALL FAÇADE VISIBILITY

STORE ENTRANCE

FLAG POLE

FAÇADE VIISUALS

PLACE HOLDERS

HEADERS

DROPDOWNS

BROWSER SIZE TAGS

HOT DEAL ZONE COMMUNICATION

SIGNAGES

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Full view of pantaloons

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Font view

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Placeholder and sensomatics at the
Entrance view of pantaloons

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Day view of window during EOSS

Night view of window during EOSS

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WORK PROCESS DURING SALES:

After every 2or 3 days offers are changed and with that every signages, communication has to be change.

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Final work

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EXPERIENCE AT PANTALOONS
At pantaloons I started my work with floor checkup, in which I have to check all the section across different
department then check list also filled related to window, facade, focal point, cluster, section, signage and
setup, podiums, merchandise display on mannequins are available in full sizes in the departments,
mannequins display properly accessorized, merchandise ironed, merchandise highlighted as per VM
communication, shelves, fixture across section are clean, acrylic condition on floor are proper, lights on
floor are sufficient, hanging/ stacking of merchandise in the right quantity on all the fixtures, all ironed and
highlighted as per MPM, all brandings cash counter customer service desk, pillar communication at
appropriate place in the store then image are clicked along with the focal point and window and façade of
the store. They are then posted at the corporate website which intern are daily checked by the head office to
keep a track of store operation. This was the daily procedure to start work.

The training period taught me how colors, lighting, props, fixture and store display based on different
themes and ideas from the head office Kolkata are put high points, mannequin. A purchase order is made to
keep a record into execution for overall ambience to influence the customer to purchase. A budget is kept in
mind for the BM assets like props, prints, of all the material required. I had also learn during my training
period that merchandise must be visible, easy to assist, and there must be range of merchandise to choose
from. Having visible merchandise is essential for retailors as consumers to not only “buy what they see but
are also able to tangibly engage with the physical product”. This creates an emotional connection, which can
drive the customer to purchase the product. Considering these elements when merchandising gives the
customer a sense of freedom of choice. Less is more is a key principle in visual merchandising. Although
having a wide variety stock and product option is important for the consumers, it is also important not to
overwhelm the consumer. Arranging stock, so it is not over crowded and limiting the amount of
merchandise on the shop floor, is an important aspects of merchandising. Overcrowded stores can create a
sense of stress and anxiety, which doesn’t encourage the consumer to shop the entire store. So before doing
merchandising we have to keep these basic points in mind.

During my training period I also learn how mannequin styling are done. How to work with vendor on
different docket. I learn about the how to work in the team. I hade learned about the printing techniques like
signage or backdrops mostly vinyl printing, solvent printing and digital printing.

Throughtout the internship I look the whole department. I had to check the proper merchandise display on
the browser and wall according to MPM, price point, props, dusting, signage, size wise display, lightning.

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RECOMMENDATION
 Floor staff shold be interactive to customers.
 They should be active to attain the customer.
 There is always stock issue in every department. There should be availability of full size set of each
option, so thatit will be helpful to enhance the selling.
 In mens department, proper section is not given to Altomoda brands, there is no branding for
altomoda that’s why customer is not properly awarew about the brand. When the floor staff told
them or when they ask for the brand then only they get to know about the brand. So proper space
should be given to altomoda brand.
 The floor should be set according to the MPM.

CONCLUSION:

 Visual merchandising allows the product to be seen in its best possible way.
 Visual merchandising makes the store attractive which enhances the selling.
 The organization must strive for the development of the new format to facilitates a better shopping
environment for its customer.
 If the store is settled it gives good experiences to the customer they can easily find the product.

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