 Purpose of store layout:

 Puma uses free flow layout. It allows the customer to flow freely through all
the fixtures and merchandise.

 Area of the store:4000

 Selling area-
 Non-selling area-

 Seasons of display:
 VM helps to highlight the features of the product displayed in the store.
 In Puma, VM is based on the seasons and new arrivals.
 Puma follows two seasons:
1. Spring summer and 2. Autumn winter
 Each season has its different theme.
Currently, the display theme . The props used for this theme

 The visual merchandising is the same in all the Puma stores throughout the world.
 The Visual Merchandising, the seasons and the themes for all the stores is planned in
USA.
 the VM It is then sent to Bangalore which is the National Head Office through PPTs,
and then it is executed in every store.
 Every block in the store has a different theme and a different story and the
merchandise is set accordingly.

 Lighting(pic)
 VM is not only display but also proper lightings, lighting which are used in the store are
Spot lights which is used in highlighting the walls and window display.
 There are 28 spot lights

 Display of the product:

 The display of the product is done according the power point presentation sent from
Bangalore.
 According to the ppt the setting of display is done in the store.

 Props used in the store:

 Hanging
 Shelving
 Shoulder-out
 Folding
 Functional props
 Decorative props

 Store front
It includes:
1)signs
2)marquee
3)Entrances
4)window Display

 Signs
 There are 4 different types of signs used at the store. They are:
 Promotional signs are for off-price events or special
 Location signs for direction to specific departments.
 Institutional signs are used for store policies
 Informational signs for product related benefits/features/prices

 Marquee
 The sign that is used to display the store name.

 Entrance
 Designed with customer convenience and store security in mind.

 Store interior:
 It includes items such as;
 Floor and wall covering
 Lighting
 Colors
 Fixtures

 Store Fixtures;
 Stands
 Round Racks
 T-stand
 Four-way Stand
 Hangers
 Wall Racks
 Mannequins
 Nesting Tables
 Labelling process:
 Since the stock comes from USA the labelling process is done by the company itself.
 If the stock is made in India the labeling process is done according to Indian currency.
 If the stock comes from USA. The labelling is done in USA and then it goes to the
warehouse which is located in INDIA and again the labelling is done according the
Indian rule.

 Tool kit for visual merchandising

 Ladder
 Screw drivers
 Staple gun
 Pins
 Scissors
 Dust pan and brush
 Rubber bands
 Wire
 Cable ties
 Nylon string
 Hammer
 Cup hooks or S hooks for hanging items

 Dismantling process:
 First the stock on the display is removed safely and then the area is once cleaned and
then the new stock is placed. in case of mannequins the parts are removed and then
the merchandise is taken off. Then cleaning is done and then put on the merchandise
and then the parts are fixed back.

 Protection of mannequins while dismantling:

 The store softly handles the parts of the mannequins, clean them with a dry cloth and
soft material. The store makes sure that all the parts are fixed properly, or it may fall
and any damage may occur.
 If there is any damage occurs while dismantling the store immediately take it to the
back room and inform the higher authorities about it and the company will be
responsible for the damages.

 Meaning and purpose of planogram:

 A planogram is defined as the visual description, diagram or drawing of a store’s
layout and includes the placement of particular products and product categories.
 It allows for the planning and arrangements of merchandise as per style, option, size,
price point etc.
 The main purpose of planogram is to enable ease of selection and enhance the
merchandise in a neat and organized manner.
 Planogram not only present a flowchart for merchandise departments within a store
layout, but also indicates where an item is located-on which aisle and on what shelf.
 A planogram should illustrate the number of facing allocated for each
SKU.

 Benefits of a planogram:
 Assigned selling potential to every square foot of store space.
 Customer satisfaction owing to greater visual appeal.
 Ease of product replenishment for the store staff.
 Enhanced product positioning.
 Effective communication tool for staff-produced displays.

 Implementation and maintenance of a planogram:

 Plan plenty of time to set up a new planogram without interruption; that is, either
before the store opens for its customers or after store closing.
 Gather and take cleaning supplies, additional shelving, signage and acrylic holders,
product, planograms and other required items to the workspace.
 Each new planogram should begin with a good cleaning of the shelves and fixtures.
and this includes the base of the shelf.
 Using a planogram, begin setting the shelving at required locations. planograms are
read from left to right; shelves should be worked from bottom to top, left to right.
 If necessary, the actual product should be used while determining the exact distance
needed between each facing and /or each SKU.
 Once a planogram is set, each space should be filled with the correct product.
Additional merchandise is kept in the storeroom, to be replenished when required.
 The finished section should be zoned by bringing all items forward with labels
straight and facing the customer.

 Placement of merchandise:
 The placement of merchandise in respective areas allow the customers to access the
most ‘easy-to-shop’ format.
 Fresh arrivals/trend: this type of merchandise should be placed on 4-ways and 2-ways
and should be featured on the aisle, with appropriate signage ‘NEW ARRIVALS’.
 Oddments/cut sizes: As sizes and styles sell down they should be moved to the back
of the department and presented on 4-way according to their categories.
  Special offers: special deals, discounts etc. should always be housed at the back of the
department. Ideally these should be placed on the round rack and market properly
with a special offer sign.

 General guidelines for merchandising:

 Fixtures in a department should be aligned in neat rows, from front to back, creating
natural aisles.
 Fixtures in natural aisles must have spacing of not less than 3 feet between them.
These aisles must be a minimum of 3 feet wide, to offer customers a comfortable
shopping experience.
 Platforms/nesting tables must never be placed on aisle. Aisles area- strictly-customer
areas to browse through merchandise. Nesting table and platforms can be placed right
at the entrance of a section, where the aisle ends.

Visual merchandise is the presentation of a store and its merchandise in such a manner that
will attract the attention of potential customers.

 VM is taken care by the visual merchandising head and all the props are taken care by the
props head required by the store.they are ordered from Banglore.
 According to Tommy Hilfiger VM is not only just styling the mannequins but also the
store display.
 VM helps to highlight the features of the product displayed in the store.
 In Tommy Hilfiger, VM is based on the seasons and new arrivals.
 Tommy Hilfiger follows two seasons:
2. Spring summer and 2. Autumn winter
 Each season has its different theme.
 Currently, this is summer spring season collection which has bright colors of shirts and t-
shirts with bright color blocking.
 In summer spring theme, with the mannequin they also displayed umbrella with the
spring collection style.
 Tommy Hilfiger follows 4 hits in every season which means getting stock for 4 times in
every season.
 The Visual Merchandising is the same in all the Tommy stores throughout the world.
1. The Visual Merchandising, the seasons and the themes for all the stores is planned in
Amsterdam, which is the Global Head Office.
2. It is then sent to Bangalore which is the National Head Office through PPTs, and then it is
executed in every store.
3. Every block in the store has a different theme and a different story and the merchandise is
set accordingly.
 VM is not only display but also proper lightings, lighting which are used in the store are
Spot lights and LED eyeball lights which is used in highlighting the walls and window
display.
 Air conditioner installed at Tommy Hilfiger is Ceiling A/c ducts.
 There is only 1 mannequins in the store.