End Term Project

OMNI CHANNEL PLANNING AND BUYING

BROOKS BROTHERS

Submitted By: -
Abinaya Jayaraman
Anshu Kumari
Mohammed Thanu Khan
Smita Lakra
Yamini Kanika Chopra

Under the Supervision of

Jasmine S. Dixit
Assistant Professor & Unit In-Charge-SDAC, FMS Department

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE "MASTER OF

FASHION MANAGEMENT (MFM)"

Submitted to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
National Institute of Fashion Technology
Hauz khas, Near Gulmohar Park,
Delhi, India 110016

Tel: +91-1126542000
 CERTIFICATE

This is to certify that following students of National Institute of Fashion

Technology (NIFT), Delhi has successfully completed their end term work
titled “Studying the Merchandise Mix, Assortment Planning, Planogram
and Suggesting Improvements for BROOKS BROTHERS” in partial
fulfilment of requirement for the completion of 2 Years Post Graduate
Programme "Master of Fashion Management (MFM)" as prescribed by the
Department of Fashion Management Studies (FMS), National Institute of
Fashion Technology.
Abinaya Jayaraman
Anshu Kumari
Mohammed Thanu Khan
Smita Lakra
Yamini Kanika Chopra

This 'End Term Project' report is the record of authentic work carried out
by the entire team under my mentorship.

Jasmine S. Dixit
Assistant Professor & Unit In-Charge-SDAC
FMS Department
NIFT Delhi
 DECLARATION

We, hereby declare that the End Term Evaluation Project (GRP) entitled
“Studying the Merchandise Mix, Assortment Planning, Planogram and
Suggesting Improvements for BROOKS BROTHERS” is the result of our
own research work carried out by us under the supervision of our subject
faculty Jasmine S. Dixit.

Name of the Students:

Abinaya Jayaraman
Anshu Kumari
Mohammed Thanu Khan
Smita Lakra
Yamini Kanika Chopra

Date of Project Completion: 10th May 2019

 Acknowledgement

We are using this opportunity to express my gratitude to everyone who

supported us throughout the course of this project. We are thankful for
their aspiring guidance, invaluably constructive criticism and friendly
advice during the project work. We are sincerely grateful to them for
sharing their truthful and illuminating views on a number of issues related
to the project.
We thank the store managers of the Brooks Brothers stores for giving us
their valuable time and providing us with information for the project.
I express my warm thanks to Jasmine S. Dixit, our course faculty for her
support and guidance at National institute of Fashion Technology, New
Delhi.
I would also like to expand my gratitude to all those who have directly and
indirectly guided me in writing this assignment.
Many people, especially my classmates have made valuable comment
suggestions on my paper which gave me an inspiration to improve the
quality of the assignment.

Abinaya Jayaraman
Anshu Kumari
Mohammed Thanu Khan
Smita Lakra
Yamini Kanika Chopra

Masters of Fashion Management

Batch 2018-2020
NIFT, Delhi
 TABLE OF CONTENTS

1. About Brooks Brothers

2. Merchandise Mix- Concepts
3. Merchandise Mix of Brooks Brothers
4. Assortment Planning
a) Elements
b) Formulations and Calculations
c) Assortment Planning for Brooks Brothers for SS’19
5. Planogram
 About Brooks Brothers
Brooks Brothers is the oldest menswear brand in the United States and is
headquartered in New York. It was founded in 1818 by Henry Sands Brooks. It is
currently owned by Claudio Del Vecchio.
The brand is said to have dressed 39 US presidents including the likes of Abraham
Lincoln, Bill Clinton and Barack Obama
Brooks brothers is a premium brand and is known for its classic offering of men’s
formals and tailor-made suits. The brand boasts of having fashion innovation, fine
quality and personalised service as their core value.
Through the years the brand has been at the heart of several product innovations like
• 1849: Introduction of readymade suits
• 1896: Brooks brothers offering the Classic Button-Down Polo Shirt
• 1902: First to offer Madras Check
• 1998: Revolutionized the Non-Iron Shirt
In 2016 The company launched its Red Fleece Line to venture into the segment of
Casual Clothing. The venture is aimed at the millennials and has a preppy twist to its
classic collections and veers towards sporty chic.
MADE TO MEASURE AT BROOKS BROTHERS
The Made to Measure experience allows you to create tailor-made dress shirts, suits,
sport coats, pants and topcoats—nearly all of which are crafted in the USA in our
own workrooms. In addition, we offer the ability to customize the fit of our luxurious
3D-knit sweaters, made in Italy from the finest yarns.
Choose from more than 1,000 fabrics, and customize details such as shirt collars,
pocket styles, cuffs, linings, buttons and more. All suits are completed with a
personalized label. Garments are typically ready in three to four weeks. In India, it
takes around 7 weeks to reach the customer.
Made to Measure allows you to choose from over 1,000 luxury fabrics and specify
features such as pocket style, linings and lapel. The custom experience has never
been more within reach than it is now: Pricing begins at $1,145 for
suits and $129 for shirts.
Omni Channel Presence
The company has its Omni channel presence in over 600 countries. In India it has 7
mainline as well as 3 Red Fleece stores and has a joint venture with Reliance Brands.
Apart from retailing through their own website, the brand also retails through apps
/websites like Tata Cliq in India.
Also they have an in-store app called Fynd store app for seamless shopping
experience.
Store Visited
We visited 2 stores of the above brand, one in Select City Walk mall, saket and the
other in Ambience Mall, vasant Kunj.
The area of the vasant kunj store in total is 1700 sq. ft., where 1400 sq. ft. is the retail
area and 300 sq. ft. is for the stock room.
The area of select city store in total is 850 sq. ft., where the retail area is 738 sq. ft.
and 112 sq. ft. is for the stock room
 Merchandise Mix
A merchandise mix is the breadth and depth of the products carried by retailers. It’s
also known as product assortment. Retail merchandising is the process used in order
to conduct retail sales. As part of the process, the merchandiser pays close attention
to the types of products offered for sale, how to best present those products to
consumers, and determining what a reasonable retail price is for each unit sold. The
product assortment is the core of the retailing service. A retailer’s total product offering
is called a merchandise mix or product range.
Product Breadth: The variety of product lines offered by the retailer. It is also known
as Product Assortment Width, Merchandise Breadth.
Product Depth: The number of each item or particular style of a product. It is also
Known as Product Assortment, Merchandise Depth.
Merchandize Mix: Merchandise Mix is made up of all the products that a business sell.
1) Product Line: A group of closely related products that a business sells.
2) Product Item: The products that make up a product line. Businesses must pay close
attention to their target market and must obtain, develop, maintain, and continually
improve upon their merchandise mix.

Merchandise Hierarchy

Planning and Controlling the Merchandise Mix of a Retail Store

Planning and Controlling the Merchandise Mix of a Retail Store, is the crux and the
entire blueprint for the effective and efficient management of the retail store. The most
fascinating thing about merchandise mix is the combination of art & science. Only after
the successful amalgamation of these two key ingredients it is possible to successfully
operate the store.
There are no rules as to what should be included or excluded in the merchandise and
hence this calls for powerful managerial skills.
Types of Optimal Merchandising Mix Strategies
Different optimal variety and possible Merchandise Assortment strategies are as
follows:
o Narrow Variety/Shallow Assortment
This includes vending machines, newsstands and Door-to-door sales.
Example: Celio, Addidas
o Wide Variety/Shallow Assortment
This includes variety Stores, general Stores and discount Stores.
Example: Mother Earth, Brand Factory
o Narrow Variety/Deep Assortment
This includes: specialty stores.
Example: Nike, Puma, Levis
o Wide Variety/Deep Assortment
This includes: full-line Department Stores.
Example: Pantaloons, Westside, Shopper Stop
 MERCHANDISE MIX OF BROOKS BROTHERS
Brooks Brothers in India follows a Narrow Variety/Shallow assortment strategy.
Advantages of Narrow and Shallow Merchandize Assortment is that
they are aimed at convenience customers, they are premium and the price range is
also high.
Category Style Sub-Category Price Range Sizes Stock
(INR)
Top Wear Formal Dress Shirts 8000-12000 XS-XXL 30%
Blazers 55000+ XS-XXL 2%
Casual Sports Shirts 8000-14000 XS-XXL 30%
Polos 6000-8000 XS-XXL 4%
Coats and 33000-65000 XS-XXL 4%
Vests
Band galas 15000-75000 XS-XXL 1%
Jackets 15000-65000 38"-46" 2%
Sweaters 10000-35000 XS-XXL 4%
Bottom Formal Dress 15000-25000 30"-42" 8%
Wear Trousers
Casual Casual 8000-14000 30"-42" 10%
Trousers
Formal Suits 65000-1.25lac 38"-46" 5%

Accessories Pocket 2000-4000

Squares
Cufflinks 5000-25000
Socks 1500-2500
Neckwear 7000-10000
Wallets 6000-20000
Bags 25000-70000
Card Holders 10000

Product Line/width: Men’s Formal wear and Casual wear, Accessories.

Product Length: Dress shirts, Blazers, dress Trousers, Suits, Sports shirts, Polos &
t-shirts, Coats and Vests, Jackets Casual trousers.

Product Depth
• Fabric: the variety of fabrics that Brooks Brothers provide in India are Supima
Cotton, Merino Wool, Linen, seersucker, Madras, Saxxon wool.
• Shirt Collars: They provide 3 types of collars for shirts that are
o Button down
 o Forward point collar

o Spread Collar

• Cuffs: the three types of cuffs that Brooks Brothers provide are
o Barrel cuff
o French Cuff
o Mitered Cuff

• Fit: Milano (Slim fit), Regent (Trim fit)

• Pattern: Solid, Checks, stripes, Plaids

• Size: they provide sizes from XS to XXL

o Short – up to 5’9″
o Regular – 5’10” to 6’0″
o Long – 6’1″ to 6’4″
o Extra Long 6’4″ and up
• Type of Polos: henleys, Knits, polos, Tshirts
• Styles of casual Trousers: Chinos, Active, 5-Pocket
• Suit Styles: plain front, pleat front
• Jacket Style: Double-breasted, Three-button, two-button
• Types of coats & Vests: sports, coats, vests
• Collections: Golden Fleece, Red Fleece
 ASSORTMENT PLANNING

It is a guide for a futuristic period and includes monetary values only. It does not
describe units, assortments or quantities of merchandise. It balances planned sales
and planned stocks in monetary values. It includes:

● Cash Discount: discounts allowed by vendors for payment of invoices prior to a

specified date.
● Stock Turnover: Net Sales divided by average inventory at retail.
● Shortage: Difference between book inventory in retail dollars and the physical
inventory at retail; stated as a percent of net sales.
● Average Stock: Beginning‐of‐the month inventories divided by the number of
months in the period.
● Initial Markup percent: Difference between the cost of merchandise and the
original retail price.
● Gross Margin Percent: Difference between net sales and total merchandise
costs. It must be high enough to cover all operating expenses and taxes as well
as profit.

Elements of the Assortment Plan:

● Planned Sales: sales in monetary values estimates for the total plan period
broken down for each month of the plan.
● Planned Stock: Estimated money value of the Inventory needed at the
beginning of each month of the plan.
❖ Stock Turnover = Net Sales in terms of value / Average Inventory Values.

● Planned Markdowns: estimated reductions in terms of monetary values from

the retail value of the goods for each month of the plan.
❖ Markdown % = Markdown in Value / Net sales in Value.
● Planned Purchases: It is the difference between what is needed and what is on
hand. Estimated money to be spent for purchases for each month of the plan.
❖ Planned Purchases = planned monthly sales + planned end‐of‐the‐
month stock + planned monthly markdowns – planned beginning‐of‐the
month stock.
● Planning Reductions: Lowering or marking down the retail price of
merchandise. Reductions are planned because only rarely can all the
merchandise purchased be sold at the originally set retail price.
❖ Markdowns are either promotional or permanent and these adjust the
initial retail price downward temporarily or set a new retail respectively.

❖ Markup Cancellation: Adjust the amount of markup that was put on an

item originally, thereby lowering the retail price.
 ★ Keystone Markup: It is an amount that equals the cost of the
merchandise, or 50% retail markup.
★ Short‐Markup: It is less than Keystone.

Formulations and Calculations

1. Area of Brooks Brother, Ambience Mall, Vasant Kunj= 1400 Sqft

2. Stock Density= 1.2
3. Average Value of merchandise= Rs. 13000
4. Planned sales for six months= Rs. 3,79,15,200

● Average units

Average units = Area of the store * Stock density

= 1400 Sqft * 1.2

= 1680 Nos

● Average Stock

Average Stock = Average units * Average Value

= 1680 * 13000

= Rs. 2,18,40,000

● Stock Turnover

Stock turnover = Planned Sales / Average Stock

= 3,79,15,200 / 2,18,40,000

= 1.74

● Base Stock

Base stock = (Planned Sales/Stock turnover) - (Planned Sales/No: of months)

= (3,79,15,200 / 1.74 ) - ( 3,79,15,200 / 6 )

 = Rs. 1,55,20,800
Assortment Plan for the Season- Spring Summer 2019

Planned Sale
2018 Planned Sale of 2019 Percentage of
increase

February Rs. 61,20,000 Rs. 6,42,6000 5%

March Rs.72,00,000 Rs. 7,63,2000 6%

April Rs. 64,80,000 Rs. 6,73,9200 4%

May Rs. 54,00,000 Rs. 5,56,2000 3%

June Rs. 57,60,000 Rs. 6,16,3200 7%

July Rs. 50,40,000 Rs. 5,39,2800 7%

 Total Rs. 3,60,00,00 Rs. 3,79,15,200 5.32%

Planned BOM Stock

BOM= Planned Sale of the month + Base Stock

Month BOM

February Rs. 6,42,6000 + Rs. 1,55,20,800 = Rs. 2,19,46,800

March Rs. 7,63,2000 + Rs. 1,55,20,800 = Rs. 2,31,52,800

April Rs. 6,73,9200 + Rs. 1,55,20,800 = Rs. 2,22,60,000

May Rs. 5,56,2000 + Rs. 1,55,20,800 = Rs. 2,10,82,800

June Rs. 6,16,3200 + Rs. 1,55,20,800 = Rs. 2,16,84,000

July Rs. 5,39,2800 + Rs. 1,55,20,800 = Rs. 2,09,13,600

Stock to Sale Ratio

Stock to Sale Ratio = Retail Stock of the month / sales of the given month

Month Stock Sale Stock To Sale

Ratio

February Rs. 2,19,46,800 Rs. 6,42,6000 3.415

March Rs. 2,31,52,800 Rs. 7,63,2000 3.034

April Rs. 2,22,60,000 Rs. 6,73,9200 3.303

May Rs. 2,10,82,800 Rs. 5,56,2000 3.791

June Rs. 2,16,84,000 Rs. 6,16,3200 3.518

July Rs. 2,09,13,600 Rs. 5,39,2800 3.878

Average 3.490
Retail Purchases

Monthly retail purchase = (Sales + EOM + Markdown) - BOM

Month Retail purchase

February Rs. 82,00,728

March Rs. 73,07,928

April Rs. 61,30,728

May Rs. 67,31,928

June Rs. 70,98,984

July Rs. 80,04,024

Cost Purchase

Cost purchase = retail purchase * cost%

Gross margin % = Profit % + Expense %
= 54%
Cost % = (100 - gross margin %)

= (100 - 54%)

= 46%

Month Cost purchase

February Rs. 37,72,335

March Rs. 33,61,647

April Rs. 28,20,135

May Rs. 30,96,687

June Rs. 32,65,533

July Rs. 36,81,851

TOTAL Rs. 1,99,98,187

 PLANOGRAM
Effective use of physical space is fundamental to any brick-and-mortar retailer’s
success. After all, retailers pay for the space, products occupy the space, and
customers enter and navigate space before — ideally — making a purchase.
But planning out how to use retail space effectively isn’t always easy. From
determining how to plan the footpath for customers to which product displays go
where, it can be a crapshoot if you don’t have a plan in place.
That’s where planograms come into play. Planograms help retailers plan the use of
their space and gather data to help them make smarter visual merchandising choices
that drive in-store sales.
WHAT IS PLANOGRAM?

Planograms, also known Schematics, POGs, Merchandise presentation manual,

MPM, Shelf space plan and Space plan are visual representations of a store's products
or services on display. They are considered a tool for visual merchandising. According
to the Oxford English Dictionary, a planogram "is a diagram or model that indicates
the placement of retail products on shelves in order to maximize sales." The
effectiveness of the planogram can be measured by the sales volume generated from
the specific area being diagramed. Merriam-Webster defines it as such: “a schematic
drawing or plan for displaying merchandise in a store so as to maximize sales.”

In addition to being a visual representation of store aisles, displays, and point-of-sale,

for example, a planogram will show exactly where specific products are placed. The
information in a planogram is thorough; it’ll demonstrate the exact shelf an item is kept.

A planogram defines the location and quantity of products to be placed on display. The
rules and theories for creating planograms are set under the terms of merchandising.
For example, given limited shelf space, a vendor may prefer to provide a wide
assortment of products, or may limit the assortment but increase the facings of each
product to avoid stock-outs. Manufacturers often send planograms to stores ahead of
new product shipments. This is useful when a vendor wants retail displays in multiple
store locations to have the same look and feel. Often, a consumer goods manufacturer
releases a planogram with each new product to show how the product can relate to
existing products. It is usually a single component to more comprehensive visual
merchandising documentation. It is by no means the end-all, be-all solution to your
visual merchandising needs. They’re especially useful for big-box retailers or grocery
stores that carry many products and product categories from a multitude of suppliers
and have a lot of space to fill. Think about it this way: Accessory stores have to know
whether a product will fit on a certain set of shelves, which is where the level of detail
included in a planogram is crucial. As such, planograms vary depending on the retailer.
In the example described, it is likely looking at a detailed planogram. For a smaller
store with fewer products and displays, the planogram may not be as comprehensive.
Fast-moving consumer goods organizations and supermarkets mostly use text and
box-based planograms to optimize shelf space, inventory turns and profit margins.
Apparel brands and retailers are more focused on presentation and use pictorial
planograms that illustrate the look and brand identity for each product.

TYPES OF PLANOGRAM
- Visual Planogram
- Product Planogram
❖ Visual planogram:
It is the activity of sequencing, prioritizing the visuals of goods/services offered by
brands in their retail outlets basis their importance/colour/sizes or other different
classifications. For example: A customer entered in an apparel store wherein visuals
of men’s shirt department are placed in the sequence basis different sizes. But while
checking the actual products found that visuals mentioned above are not matching
with the sizes mentioned on the shirts placed. This will confuse customer & probability
of losing customer increases if some representative did not solve confusion
immediately. Despite solution of the problem, Customer’s perception about the
hygiene of the brand placement will for sure dissolute. Thus, visual planogram activity
is being taken by brands seriously.
❖ Product Planogram:
It is similar to visual planogram but with regards to products offered by the brands.
Retailers need to set the sequence of the products based on different classifications
namely costs, launch dates, product family etc.
For example, A customer entered in a watch showroom with hundreds of watches
placed in a single counter/fixtures without any classification, category. In this case, a
customer will not be able to identify the required watch without spending superfluous
time in the store. This should not be the case in case all watches are segregated basis
categories, families, or basis there range criterion. Thus, effective planogram not only
saves the time but change the customer’s perception as well

• LIGHTING
There are several different types of retail lighting, including:
o Ambient lighting: This refers to the store’s overall lighting concept. Ambient
lighting creates the overall atmosphere in the store and has the largest visual
impact.
 o Accent lighting: This “spotlight” type lighting allows storefronts to draw
attention to a few products This technique is common in luxury stores.
o High-activity lighting: High-activity lighting focuses on covering the entire
space with bright lights to eliminate the possibility of the customers missing any
of the products.
o Task Lighting: Task lighting is lighting that lights a particular area and makes
the completion of a task easier

o In Retail, lighting is primarily used for

o Sales and Transaction Areas: Here, task lighting is used because employees
as well as the customers require amore focussed light to make their
transactions
o Fitting / Dressing Rooms: Here again task lighting is required and the best
quality lighting is used as here is where most of the buying decisions are made.
Both the merchandise and the customer have to look impeccable, the colour
rendering has to be identical with the one in the display area, and should at the
same time make everything look natural. The focus is on the customer and it
must be insured that the mirror is not lighted in anyway

• FIXTURES & FITTINGS

Fixtures refer to any piece of equipment or furniture used to display products. The
primary purpose of fixtures are to efficiently hold and display merchandise. At the same
time, they define areas of a store and direct traffic flow. Fixtures work in concert with
other design elements, such as floor coverings and lighting, as well as the overall
image of the store.
Traditionally, fixtures were mostly a way of storing and displaying products, but as the
competition for customer attention grows, choosing fixtures that will help the product
stand out has become critical. Fixtures play an essential part in creating a unique,
branded experience in stores.
Apparel retailers utilize the straight – rack, rounder and four – way fixtures, while the
principle fixture for most other retailers is the gondola. There are countless types of
fixtures like mannequins, display cases, stall walls, signage holders, and more.
TYPES OF FIXTURES
1. FREE STANDING RETAIL FIXTURES
Perhaps the most flexible type of retail fixture is the freestanding fixture. These
displays are not anchored to a single point in the store, such as a wall. Instead, they
can typically be maneuvered easily around the store and offer 360 degrees of display
space.
Freestanding retail fixtures allow experimentation with the store layout to achieve the
best look. They also make it easier to freshen up the store’s look.
Typically, freestanding displays are ideal for displaying items such as clothing, shoes,
and jewelry. Examples of freestanding retail fixtures include garment racks, gondolas,
pedestals, and tables.
● Racks: Garment racks are generally made of metal and are crafted
specifically to display clothing and apparel. They are most often used to
display hanging clothing and come in many different shapes and sizes.
○ 2 way and 4 way Garment racks: 2-way and 4-way garment racks
are adjustable and most commonly available in a chrome finish.
Retailers have a choice of straight or slant arms, round or
rectangular tubing with a flat base or on casters.
Four-way racks offer the retailer flexibility when a degree of
coordination is needed. The fixture offers a combination of front
facing merchandise presentation, with the space efficiency of side
hanging
○ Spiral Racks: They provide quite a show and they are all
beautifully and carefully manufactured in various styles and
poses! They are generally made out of metal, iron, chrome and
so on. They are stylish, fancy and they offer a beautiful and
shimmering sight to behold.
○ Gondolas: Gondola displays are two-sided, have adjustable
shelves, and are generally used to merchandise the center of the
store. They are free-standing and the frames are commonly made
of steel with the middles being made of slat wall or pegboard.
Gondola style shelving is especially popular in grocery and
pharmacy stores, because they can hold lots of product and can
be adjusted to fit different sized items.
● Tables: Table Displays are displays that have a table shape to them.
They can be tiered or just have one level. Table displays can also be
made of a variety of different materials like wood and more.The end of
the gondola is a particularly effective in attracting customers to products
as they slow down to turn the corner to view merchandise on the other
side.
● Bins and Baskets: Bins and baskets are normally used to house large
quantities of merchandise. They are effective for small items and for
heaps of promotional merchandise. They may be filled with one type of
product, or the customer may be invited to rummage through a variety
of products retailing at a particular price point.
● Chrome Wire: Chrome shelving units are very easy to assemble and
disassemble. Shelf height can be adjusted, additional shelves can be
 purchases as well as clothes rail accessories and castor wheels for when
mobility is required.
● Mannequins: Human like figures to display clothes are one of the fixtures
to attract customers to any apparel/fashion store. Mannequins bring life
to the clothing by exploring its design, style, and shape, enabling the
shopper to visualize the on-body appearance of the apparel. Hence,
apparel stores cannot give complete shopping experience without
mannequins that are wrapped with the most fashionable outfits that the
store have to offer.

2.Permanent Retail Fixtures

Permanent retail fixtures are displays that are built into the walls of the store. They
often consist of shelving. Because they are incorporated into the walls, they are ideal
for vendors looking to save the most space while displaying large amounts of
inventory. Wall space is useful for incorporating the general display of merchandise
within the overall interior design of the store. Levi’s, for example, used a system of
wooden wall shelving which allowed a large quantity of merchandise to be stacked
from floor to ceiling, whilst offering interest by showing all the alternative shades of
denim.
a. Wall mounted Retail Fixtures
Not all displays are as flexible or as interchangeable as freestanding. Wall mounted
displays are anchored to the wall. Accessories such as hooks and hangers are then
attached to the wall fixtures in order to display the products.
Wall mounted retail fixtures are ideal for saving space and for maximizing the amount
of product on display. They also take up less space than do freestanding displays. As
a result, smaller stores can use them to display their products without overcrowding
their floor space. Common examples of wall mounted retail fixtures include pegboard,
gridwall, or slatwall.
● Slatwall : Slatwall displays are panels that have recessed horizontal
spaces where various kinds of shelves, hooks, pegs, and hangers fit into.
It is one of the most versatile shelving options, because it can display
such a wide variety of merchandise and can be mounted on walls or be
freestanding.
● Gridwall : Gridwall displays are wire panels that can accommodate a
variety of different hook and shelf options. They are versatile, light, and
easily customizable. They can be used on the wall or with bases as free-
standing fixtures. They are easy to maintain, requiring minimal dusting
and general cleaning.
 ● Pegboard : Pegboard displays are displays that are made of fiberboard
and have rows of evenly spaced holes, which are used for attaching
hooks, bins, shelving, and other storage accessories. Pegboard is often
paired with other display types as well, especially gondolas.
● Cube Display System : The cube display system comes from Germany
and offers great solution for display and storage. The cubes can be
combined in different ways to create almost endless shape and size
possibilities.
3.Display Cases
Display cases are easy ways to showcase products that may be valuable, breakable,
require refrigeration, or otherwise not hold up well to the attention of the casual
browser. For instance, jewelry, perishable food items, and other products work best in
a display case. These cases are distinguished by glass fronts that allow the shopper
to see what is inside.
4.Countertop Retail Fixtures
For capturing leads at the point of sale, countertop retail fixtures are often a good
choice. As the name implies, these are small fixtures that sit on top of the checkout
counters. They can often be custom-designed by the retail fixture manufacturer in
order to complement their brand, store design, and specific display needs.
Countertop retail fixtures are ideal for displaying smaller items that shoppers may want
to purchase at the spur of the moment. For instance, wallets, perfumes, handkerchief,
some types of jewelry, and many more items.

STORE DESIGN OF VASANT KUNJ

Store design consists of everything from store front, planogram, fixtures and lighting
used. It is essential to attract customers into the store and to make sure that every
product is visible in order to increase sales.
Store Front:
The façade of the store represents the season and the theme of the products offered
by the store. It is done minimally while ensuring all the product offering of the brand
is completely visible.
 Promotional Window

Generic Window

Sale
Communication
Standee

Lighting:
Ambient Lighting
This is the store’s main lighting. This is to make sure the customers have enough
light to feel comfortable in the store.

Task Lighting: This is done in the façade to highlight it.

Accent Lighting: This type of lighting is done specially for a select few products to
bring attention to them.
Fixtures:
The different types of fixtures used are,
• Nestin Tables and Round tables
• Mannequins- Full and torso
• Pigeon hole
• Display Cases
• Display Shelves
• Wall Display Racks
• One-way browser
• Two-way browser
• Gondolas
Pigeon Hole
Display
Shelves

Display
Cases

Mannequins/Torso

Wall Display
Racks

One-way
Nestin Tables Browser
• Planogram:
Wardrobing – Display of apparel in outfits in a wall system, on a table or on a
floor fixture is called as wardrobing.
Classification Statements – A vertical presentation of different fits offered in
different colours.

Sports Wall

Straight
arm

Mirror
Hanging
Wardrobing
C-Arm
Colour-
Blocking

Tailored Wall
 Pyramid
Technique –
Table Wardrobing

Classification Props
Statement
 OBSERVATIONS AND SUGGESTIONS

● The VM across all stores should be standardized.

● Designs and prints in India are mostly restricted to Solids, Stripes and
checks. However Internationally they also feature paisleys, Florals and plaids.
We suggest introducing these styles in the Indian market as well so as to
cater to the Global Globetrotting Indian.

● The stores in India are menswear centric but the Indian retail landscape also
provides the brand with opportunity to venture into the women’s wear
segment. Globally the brand features women’s wear as well.

● Currently there are only 3 Red Fleece stores in India. Considering that there
the millennials contribute to around 47% of the total earning population, there
should be more stores featuring the Red Fleece collection to target the
Millennials
 REFERENCES

• Fashion buying and merchandising

• Planogram booklet of Pantaloons
• www.forbes.com
• www.brooksbrothers.com