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Design & layout by-
Shrishti Agarwal

Guided by-
Prof. Vibhavari Kumar, Phd.

Copyright © 2019
National Institute of Fashion Technology,
Bengaluru

All rights reserved. No part of this


publication may be reproduced or
transmitted in any form or by any means,
electronic or mechanical, including
photocopying, or any information storage
and retrieval system, without permission in
writing from the authority.

Printed in 2019 by
KOLOR KODE DIGITAL PRINTERS
Near Hockey Stadium, 12, Berlie St.
Langford Town, Shanti Nagar, Bengaluru,
Karnataka-560025, India.
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TABLE OF CONTENTS
Brand Profile
History & Image Profile

BRAND Philosophy
Brand Divide and Usage
Merchandise
Brand Position

Logo
Colour Variations
VISUAL Clearspace
Typography
Colours
IDENTITY Collaterals display
Correct & Incorrect usage of
Visual Identity

Display Elements Study Plan


Planograms
Store Layouts & Zones
Fixtures & Signage
DISPLAY Tags & Packaging
Mannequin Diisplay
Folding Techniques
Colour Blocking
Overall Guidelines
1 BRAND
Crisp is the first of its kind, multi-brand luxury experience
store in Bengaluru, India where leading fashion brands
form an eclectic collection. Meant for shoppers with a
BRAND
sophisticated and elegant taste, Crisp located at Lavelle
Road, Bengaluru brings various high fashion brands
under a single roof. All products available at Crisp are
PROFILE
manufactured only in Europe, UK or the USA This ensures
that the customer gets only the best of the various lines
offered by the brands.

Accessories like bags, headgear, scarves and shoes share


space with apparel for both men and women to help the
customer, to put together a total look.
HISTORY AND Crisp was established by serial entrepreneur
and luxury fashion enthusiast Vatsal Poddar. His
developed knowledge of the space got him a loose

IMAGE PROFIL E licensing deal with 25-odd high-end clothing and


accessories brands in 2011, when he kicked off
Crisp.

The store has been designed not only to give the


customer a unique space to experience luxury
shopping but also allow the brands to be displayed
with interesting props and displays. Leisurely
browsing, aided by a knowledgeable team of
fashion consultants, facilitates the customer to create
a unique ensemble for themselves, by themselves.
“Always on trend” is the underlying theme
in the collection at Crisp. Each item has
been chosen keeping the tastes of the Indian
customer, who is currently starved of choice
in the Luxury Segment.

PHILOSOPHY
BRAND DIVIDE

ICE BERG

Iceberg is an Italian luxury fashion design house.


Founded in 1974 by Silvana Gerani and Giuliana
Marchini. the house produces women’s and
men’s”pret-a-porter, accessories, fragrances and
children’s wear. It is part of the Gilmer Group,
founded in 1962.
DIRK BIKKEMBERGS

Dirk Bikkembergs is the brand that finds creative


inspiration in the union between fashion sensuality and
power of sport. Founded in 1986 by the homonymous
designer and member of the event-garde designers
group known as the “Antwerp Six”, the brand has
developed over the years a e exudes a confidence
uncomplicated.

DSQUARED 2

Dsquared2’s philosophy is an edgy mix of Canadian


iconography, refined Italian tailoring and playful
sensuality. The collections are a seamless melding
of contrasts: sporty and glamorous, laidback and
extravagant, masculine and feminine. creating a
distinctive concept of alternative luxury.
CESARE PACIOTTI

Cesare Paciotti was established in 1948. In 1980


Cesare became the C.E.O. of the company and he
decided to realize the first ever collection under the
label Cesare Paciotti. The brand is characterized by its
elegant and classy ready to wear and accessories for
men and women.

NINA RICCI

Maria NieIli is the founder of Nina Ricci. Her Haute


Couture house was founded in 19.32. at 20 Rue de
Capucines in Paris complete with the design atelier
and salons for fittings.
GIANFRANCO FERRE

Italian signature creating exclusive luxury clothes and


accessories for thirty years, is synonymous with an
elegant, sophisticated contemporary style for a clientele
alert to the new trends.

PATRIZIA PEPE

The Patrizia Pepe brand was set up as an


entrepreneurial initiative in Florence in 1993. by Patrizia
Bambi, the creative and stylistic spirit, and Claudio
Orrea, head of management and administration,
within another of their creations, the Tessilform textile
manufacturing company.

From the start they achieved recognition as being


among the world’s best modern fashion designers with
clothing stores to match. The firm is best known for its
women’s clothes, accessories and shoes.
BRAND
USAGE

Semi
Formal
Casual
Party
Wear
MERCHANDISE

WOMEN’S WEAR MEN’S WEAR


Tops Shirts- Casual and Formal
Trousers Trousers
Denims Denims
Skirts and Dresses Short
Shorts Knitwear
Knitwear

ACCESSORIES ACCESSORIES
Belts Cufflinks
Shoes Belts
Jewellery Shoes
Hats Watch
Watch
Bags
BRAND
POSITIONING

Based on the analysis of price and quality of merchandise


the stores have to offer. Crisp is a level below Collectives
which has brands at a premium price and Grasshopper
is above the other two brands.

The competitor brands include


Quality

COLLECTIVE
The Collective is a one of its kind, super-premium retail
concept, know for its breadth of exclusive fashion. With
GRASSHOPPER over 100 of the world’s best fashion brands under one
roof, this unique lifestyle store offers all connoisseurs a
COLLECTIVES unique point of view on each indivisual’s own personal
style.

CRISP GRASS HOPPER


The store focuses on promoting the new and the
usual with its collections of contemporary clothing and
accessories by yound designers. The clothes are minimal
yet innovative in their pattern making techniques and
Price are often quirky in style. The accessories on display have
been chosen to complement the clothes.
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VISUAL
IDENTITY
EXISTING
VISUAL
IDENTITY
The current logo of Crisp consists of a logotype with the
name Crisp drawing attention to the elongated T in the
logotype and set in a round san serif typeface.

The colours that mark the existing identity of the brand


consists of Magenta paired with Gray.
CRISP !i
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REBRANDING
The logo is inspired by the possibility of dual charachter
in an object. The alphabet i and the exclamatory
mark are one single entity in the logo yet two different
characters. Persona of crisp has always beem luxury; by
adding playful pink it gives more fresh and trendy vibe
and a dash of golden yellow maintains the luxury in it.
The combined characters i and ! is made up of a circle
and a line which forms the number ten. 10 depict the
different branda that Crisp aims to promote under its
flagship store and potray itself as a one stop platform
for luxury and trend that is affordable.
ALTERNATE
COLOURS

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CLEAR
SPACE

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MAJOR
COLOUR
SCHEME

C 81 C0 C1
M 86 M 96 M 13
Y 40 Y 62 Y 96
K 37 K0 K0
#3B2C4F #EE2B50 #FED617
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DISPLAY
ELEMENT
STUDY
IN-STORE LIGHT
LIGHT
Low dimmed spot lights all through the store and

ELEMENT specifically fitted spot lights to throw light on the


merchandise and displays.

STUDY SMELL
SMELL
A pleasant small with a mixture of subtle perfumed
fragrance coupled with the smell of clothes.

SOUND
SOUND
An English track with medium placed beets to pep up
ones shopping vibe.

AMBIENCE
AMBIENCE
Classy atmosphere - a sophistication associated with
the store.

CROWD
CROWD
One can find two or three customers at a given time
during weekdays and five to six during weekends.

COMMUNICATION
COMMUNICATION
No poster or communication/promotional materials
in the store. Tags and labels are seen with the
characteristics of the respective brand.

Exterior of the store has a standie with the different


brands in the store apart from the signage.
FEATURES
OF THE STORE
WINDOW DISPLAY RACK AT CRISP PROGRAM
WINDOW DISPLAY RACK AT CRISP PROGRAM
The display changes according to the season. A lot Their “Right Pricing, Regular Introduction and Fast
of attention is paid to the way the merchandise is Fade Out” strategy. rack@crsip offers a wide variety
marketed through the displays. of selection for both men and women at a discount
of 40% through out the year.
Island displays are seen here and there throughout
the store to display the different categories of
merchandise.

FIXTURES AND DISPLAY DESIGN OF THE STORE


FIXTURES AND DISPLAY DESIGN OF THE STORE
Fixtures are clean, edgy and have a metallic finish. The design and overall feel of the store is
Tables displayed have a glass finish and display characterised by the season and trends that are in
exclusive collection (accessories). vogue.

A display panel where the merchandise is hung. The design of the store was done by FOA Studio in
There is nothing attached to the walls. An array of cooperation with Vijay Nambiar Design in 2011.
mannequins are displayed to get a feel of different
brands. The fixtures are designed in a way such that they
can be used in a multipurpose manner, either as
The walls have a textured look giving the viewer a a display unit or as a fixture. The placement and
very sophisticated feel. Predominant usage of wood arrangements undergo a change based on the
for the panels and flooring adding to the personality trends and the merchandise.
of the stores.
Accessories like bags, headgear, scarves and shoes
share space with apparel for both men and women
ARRANGEMENT OF MERCHANDISE to help the customer, to put together a total look and
ARRANGEMENT OF MERCHANDISE
Men and women’s merchandise is placed on the left the display is done along the walls.
or the right side depending on the zone it is placed
in.

There is a dear demarcation for the women’s and


men’s merchandise.
A PEEP This is a peek into the store,
with the merchandise based
on the previous season. The

INTO THE arrangement of the fixtures


and the communication inside
and outside the store has a

STORE remarkable difference. The store


is visibly a lot more colourful in
terms of the display.
Dresses
Point of Sale
Accessories

Casual Casual Casual Casual

Dresses
Accessories

Accessories

Semi Semi
Casual Formal Casual Formal

Accessories

Tees

Window

Window Display GROUND


FLOOR
PLAN -
EXISTING

Casual

Semi
Formal

Party
Wear

Accessories
Accessories

Casual

Casual

FIRST
FLOOR

ZONING

Men

Women
CURRENT
PLANOGRAM The current planogram has a
random assortment of merchandise

LAYOUT placed together with a characteristic


display of accessories and shoes.

1.5 5 1.5

All units in feet


STORE
LAYOUT

The structure of the store layout has been inspired by the


golden spiral and the entire store elements follow the
structure and the ratio of golden spital.

Some of the interesting features of the store include


the trial room that has different corners with an
incorporation of Augmented Reality, thus improving
experience for the customer. The Accessories section has
a well defined seated fixture where the customer is given
personalised experience while selecting and buying the
merchandise.
People like consistency.
Whether it’s a store or
a restaurant, they want
to come in and see
what you are famous
for.

– Mickey Drexler,
Former CEO and current Chairman
J.Crew Group
30

Fixtures
Staff Room
Lift
Trial Room
Shoes

Point of Sale
Stairs

40
Fixtures

Men’s
Wear
Women’s
Wear

Fixtures

Wall
Shelves
Window Display Wall Shelves
30

Fixtures Accessories

Lift
10
Jewellery

Wall Shelves
Fixtures

Stairs
2.7
STORE The planning of the store layout along with the
placement of the fixtures forms a combination of a race
course and a free flowing layout.

PLAN Upon entering the store, customers follow a race course


- a zig zag like format and the end of the store towards
the trial room and shoes section sees a free flow layout.
SECTIONS
AN D ZONES The store has been customised with different sections for
Men’s wear, Women’s wear and accessories.

Men’s wear

Women’s wear

Shoes

Jewellery

Accessories

The two primary zones include the feature zone and the
null zones.

Feature Zones are those primary areas of the store that


are most visible while Null Zones are those areas that
are hidden and covered.

Feature Area Null Area


Room 1

Room 2

Trial
Room

Room 3

Room 4
TRIAL
ROOMS

The trial rooms are built in a circular shape with five


rooms in total.

The trial rooms have been designed based on the


concept of Augmented Reality, where the customer can
just walk in without having to carry any merchandise
and can use the Augmented Reality feature in a closed
room and can try out the merchandise effortlessly. Thus
the concept enhances the customers experince of visiting
the store and offers an easy and effortless shopping
endeavour.
PROPOSED
PLANOGRAMS WOMENS CASUAL WEAR - PLANOGRAM

This planogram corresponds to


no 1 marked in the plan in the
womens section.

2 5 2

S, M, L, XL S, M, L, XL
12 dresses 12-14
dresses

3.5

S, M, L, XL
8 tops
respectively

1.2

Accessories-
display 1
1.2 merchandise
XS, S, M, L, XL
shirts 5 sticked in each

1.6

All units in feet


WOMENS CASUAL WEAR - PLANOGRAM

This planogram corresponds to


no 2 marked in the plan in the
womens section.

2 5 2

S, M, L, XL S, M, L, XL
12 dungaree 12-14
skirts

3.5

S, M, L, XL
8 shorts/skirts each

1.2

Accessories 1.2
display
S, M, L, XL
denims sticked in each

1.6

All units in feet


PROPOSED
PLANOGRAMS MENS CASUAL WEAR - PLANOGRAM

This planogram corresponds to


no 3 marked in the plan in the
mens section.

2 5 2

S, M, L, XL S, M, L, XL S, M, L, XL
12 tees 8 shirts 12 polo
T-shirts

3.5

S, M, L, XL
1.2
trousers 4
stacked in each
Accessories-
display 1
1.2 merchandise

1.6

All units in feet


MENS CASUAL WEAR - PLANOGRAM

This planogram corresponds to


no 4 marked in the plan in the
mens section.

2 5 2

S, M, L, XL
active wear
6 merchandise

3.5

S, M, L, XL S, M, L, XL
8 shorts active wear shorts
merchandise 9 merchandise

1.2
Accessories
S, M, L, XL display
semi formal trouser 1.2
denims, 5 each

1.6

All units in feet


FIXTURES
Fixtures at Crisp have an interesting feature of acting
as storage panels as well as displaying merchandise.
The fixtures are designed in a multipurpose way where
the indivisual blocks can be repositioned and used as
another fixture display method. This forms the speciality
fixture of the store.

The other fixtures include dumping tables and a round


cased table with stools for accessories, apart from the
wall storage shelves.
The fixture consists of different blocks placed together
S PE C I A L IT Y / B LO CK F I XT URE to form a structure to showcase as well as store the
Wireframe View merchandise.

The blocks can be dismantled and placed in different


orientations to form another structure and to break the
monotony of the standard seen fixtures.

Another aspect includes the placement of mannequins


on these fixtures with the merchandise stored in the
racks, hence adding to the display element of the
fixture.
A LTERN AT E A RRA N G EME NT OF THE BLOCK FIX TURE
DU M PI N G TA BLE
Wireframe View
Hanging view of indoor signage

SIGNAGE
The Signages follow the colour scheme of purple, pink
and goldenish yellow and are done in a manner that
gives it an edgy yet informative look.
SIGNAGE The exterior signage consists of the Brand name “Crisp”
centrally aligned with the brand name in the regional
language (Kannada) on the right hand side bottom of

EXTERIOR the signage.

The logo is seen on two level one - The main signage to


attract the attention of consumers from a distance and
the logo on the door to call out to customers walking
down and at a closer distance (eye level view).
Right Aligned
Brand Name
TAGS
The Tags are designed to promote the identity of the
brand with their strong colour coding for different
sections and yet establish the colour coding for different
sections and yet establish the colours of Crisp with the
emphasis on the visual identity.

Customized tags for Women’s Wear with the Maroon


colour paired with white and gold.
PACKAGING
The packaging consists of white bag with the logo
for apparel and for accessories, the packaging
consists of a purple box with the logo embossed on
the surface of the box.

Packaging plays an important role in bringing out


the feel and personality of the brand. The purple
and white combination gives a luxury approach to
the brand.

Going Eco Friendly, Crisp has a recycled cloth bag


with the logo on it.
MANNEQUIN
DISPLAY
Mannequins are to be displayed in a manner such
that they make the merchandise seem real. A
mannequin in a complete whole form with the legs
and hands is to be displayed.

An avoidable feature is to avoid using mannequins


that have a stand attached to them such that
they are suspended or using of bodyforms is not
advisable.
1
Take a shirt and lay
it flat
2
Fold the left sleeve
inwards
3
Fold the left section
inwards
4
Fold the right sleeve
inwards
5 6
Fold the right
section inwards
Take the bottom
section inward such
that the neck area
faces you

FOLDING The method of folding a merchandise especially Tees


and Shirts is customised by each brand in a unique and
specific way.

TECHNIQUE Here is an infographic showing the various steps


involved in folding a shirt before stacking then on the
racks for display.
COLOUR
BLOCKING Colour Blocking of a merchandise is an important
aspect of Display Technique.
The feature allows customers to have a wider look at Along with its purpose of giving the customer an insight
the arrangement of merchandise, the sizes and the over into the merchandise, it enhances and uplifts the look
all nature of the merchandise, the sizes and the over all and feel of the store.
nature of the merchandise from a distance.
OVERALL
GUIDELINES

1. Always use the right planogram for the right set of


section to display.
2. The fixture have a specific zone to which they have
been assigned and the placement of it is to be
based on the guidelines.
3. The overall store layout follows a race course
layout and with the change in the placement
of the overall store set up, care should be
taken to maintain the race course and free flow
combination.
4. Tags should always be placed in a manner.
5. Shirts, Tees and Apparels need to follow the
specified folding method.
6. Colour blocking in the store should be distinct.