Visual Merchandising and

Store Management UNIT 7 VM FOR FASHION APPAREL

Structure
7.0 Objectives
7.1 Introduction
7.2 In Store Merchandise Presentation for Fashion Apparel
7.2.1 Men
7.2.2 Women
7.2.3 Kids
7.3 Display Approach for Apparels
7.4 Comparative Study Across Retail Formats
7.3.1 Departmental Store
7.3.2 Specialty Store
7.3.3 Exclusive Store
7.3.4 Hypermarkets
7.5 Comparative Study Across Retail Segments
7.6 Let us Sum up
7.7 Key Words
7.8 Answers to Check Your Progress
7.9 Terminal Questions

7.0 OBJECTIVES
After going through this unit, you should be able to:
● describe the In-store merchandise presentation for Fashion Apparel;
● explain display approach for Apparels;
● compare retail formats; and
● compare retail segments.

7.1 INTRODUCTION
In unit 6, you have learnt about different types of retail formats. Let us learn the VM for
fashion apparel. Now you must understand that what merchandise presentation involves
and the different retail format in existence. You should learn how to apply these principles
in the different categories starting from fashion apparels, in different retail scenario.
Fashion apparels refer to the garments or clothing. Fashion apparel comprises one of
the highest share of the organized retail commodities. The huge number of brands that
are available in the market are highly competitive. Every fashion apparel retailer today
is trying to outdo the competitions and surpass the expectation of the customer. More
and more aggressive propagandas are being used to promote the brands. Visual
merchandising being one of the most useful tools available to the retailers should not be
ignored. Visual merchandising and strong in-store ambiance can build customer loyalty.
You must note that it is the store and brand image that sells and should be at par with the
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marketing campaigns.
Apparels obviously are divided into the following categories: Menswear, Women’s wear VM for Fashion Apparel
and Kids wear; which can be further sub-divided into: Formal (Western & Indian),
Casual, Sportswear and Sleepwear &Undergarments. In this unit, you will learn VM
for fashion apparel.

7.2 IN-STORE MERCHANDISE PRESENTATION FOR

FASHION APPAREL
Let us first consider stores that sell all the three categories of apparels namely Menswear,
Women’s wear and Kids wear. In stores like this, there should be a clear demarcation of
the categories. Island displays and focal points can be used to inform the shoppers a
change in category. Some men find it uncomfortable to shop next to women’s clothing
section specially lingerie. Hence some form of visual break needs to be created between
the two departments indicating a change of category. Introducing a neutral category like
accessories, footwear or home fashion can be used to separate them. Look at the
Figure 7.1 which shows floor plan for a store selling all three categories of products.

Figure 7.1 Floor plan for a store selling all three categories of products
While displaying apparels on a mannequin or a display hanger make sure that the garment
is not wrinkle and fits the mannequin perfectly. A wrinkled garments or an un-kept
garment can look shabby and make the product look unpleasing which can put off the
prospective buyer. The display garments should always be well kept and well-coordinated.
As discussed in the earlier unit, cross merchandising can boost sales and this opportunity
should not go to waste even while displaying on hangers.
Another important detail to remember that can enhance the look of the garment is
creating the right ambiance and highlighting the garment details through focusing and
using the lighting strategically. This step in the display strategy is mostly overlooked in
store. If done properly, it can add values to the display and boost sales. Lack of proper
lighting can dampen the shopping experience for a customer, hence make sure that the
light used are directed towards the garments and so fall on all the products. Use pin spot
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Visual Merchandising and lights to highlight key accessories and details in a displayed garment. Apparel categories
Store Management
are as follows. Let us learn about them one by one.

Figure 7.2: Jonathan David Baker’s Designs Pieces from Holly Smith’s Collection

7.2.1 Men’s Wear

Let us first understand what comprises menswear before we start placing and allocating
floor space and fixtures with products. Menswear for display purpose can further be
divided into Western-Formal and Casual, Indian, Sportswear, Sleepwear and
Undergarments. Western formals and causal by and large will comprise around 65 to
75 percent of the total menswear category of a typical menswear store and hence
needs to be given the required attention while displaying them. It is always best to lead
the store with western wear shirts and t-shirts followed by pants and trousers and lastly
leading into the store, suits and Indian wear. Look at the Figure 7.3 which shows the
floor plan for a Men wear Apparel Store. Let us learn this in detail.

Figure 7.3: Floor plan for a Menswear apparel store

i) T-shirts and casual shirts- These are best displayed on hangers to make the
design and print more visible. Two/ four way racks or a round rack are best suited
106 for this purpose. Alternatively you can display the garments on a front/step/waterfall
 arm or side arm on a wall fixture. You can either display the lot or display a single VM for Fashion Apparel
piece and stacked the rest as per the sizes on the wall units and gondolas. Note
that always display in the ascending order of sizes from the front of the arm, the
smallest size being in the front followed by the larger sizes. Nested tables are all
ways a great way to display and merchandise the garments. In the Figure 7.4
below, the display of T-Shirts, Formal Shirts and other garments as the wall fixtures
are shown in ascending order of sizes.

Figure 7.4: Giordano in Middle East

ii) Denims- These need not be displayed on the hangers as the usually do not have
pattern or prints. A neatly stacked rack as per the design, color and sizes should
suffice. However denim displayed on a high point or mannequin can be used to
make a dramatic effect. Look at the Figure 7.5 and 7.6, which show display of
garments on hangers, staked rack and nested tables according to the design, color
and sizes.

Figure 7.5: Levi’s denim display

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Visual Merchandising and
Store Management

Figure 7.6 Gas at Ferozepur Road, Ludhiana

iii) Formal shirts: Formal shirts unlike casual shirts and t-shirts may or may not be
displayed on a hanger. Best way to merchandise formal shirts is to stack them on
a wall or gondola fixture using strong color blocking. They however need to be
staked in the ascending order of size from t to bottom. When it comes to shirts, it is
important to segregate them as per style, full/half sleeve, button down collar, etc.
as largely cater to customer likes and dislikes. Similarly stripes and checked shirts
can be segregated for convenience. Figure 7.7 shows the display of formal shirts,
stack on wall, fixtures etc.

Figure 7.7: Eton of Sweden in New York

iv) Formal pants: It is best displayed on hangers to make the fabric and pattern move
visible and appealing. A side arm suits the best for this purpose preferable on a
gondola or a wall fixture. It should be displayed alongside the formal shirts for
better accessibility to match the shirts with the pants and better cross selling.
v) Indian wear: Owing to the different patterns, designs and textures Indian wear
like kurtas, sherwanis etc. need to be displayed on a hanger to make visible the
embroidery and style. Hence the best fixture to display Indian wear is two/four
way rack or front/waterfall arm on a wall fixture.
vi) Sleepwear and undergarments: Sleepwear like any other apparel can be displayed
108 on the hanger or stacked on a shelf. Undergarments on the other hand come in a
 packed box can be displayed on pegs. They comprise a small section of the overall VM for Fashion Apparel
men’s wear category and usually do not take up a lot of space. Look at the Figure
7.8 which shows the display of sleepwear and undergarments as wall fixures as
hangers.

Figure 7.8: American Apparels

7.2.2 Women’s Wear

So far you have learnt men’s apparel in detail. Let us learn about women’s wear. Like
menswear, women’s wear is further divided into Western-formal and casual, Indian-
formal and semi-formal, Sportswear, Sleepwear and undergarments. Worth noting is
that unlike in menswear, Indian wear and western wear both contribute equally to the
overall share of the women’s wear category. Let us learn them in detail. Look at the
Figure 7.9 which shows the floor plan for a women’s wear apparel stores.

Figure 7.9: Floor plan for a Women’s wear apparel store 109
Visual Merchandising and i) Western wear: Western wear in women’s wear can further be divided into tops,
Store Management
shirts, dresses, etc. which all need to be displayed on a hanger to show the garment
pattern and style. These need to be segregated and allocated their separate floor
space within the women’s wear western casual section. Look at the Figure 7.10
which shows the display or women’s western wears on wall fixtures, on hangers,
waterfall arms/or side arms.

Figure 7.10: BHs London

ii) Indian wear: Indian wear formal and semi-formal can comprise almost half of the
women’s apparels category and usually come in a wide assortment of colors and
prints. Color blocking can be used to make a strong statement to attract attention
of the customers. The kurtas and tops need to be displayed on hangers to make the
most of the color and pattern in the display as also to make the style of the garment
conveniently visible. The bottoms i.e. salwar and churidar can be folded and stacked
need the kurtas making it convenient for the customers to color co-ordinate the
two. Figure 7.11 shows the display of Indian wear on wall fixtures and on hangers
according the different color as size.

110 Figure 7.11: Biba at Ram Raghu Arcade in Agra

iii) Lingerie and sleepwear: Unlike men’s undergarments and sleepwear women’s VM for Fashion Apparel
lingerie has a wide variety and should be given enough space and special section
preferably near the changing rooms. The assortment of the lingerie merchandise
can be displayed as per their style first then by color and size. For example, all the
padded bras can be displayed together followed underwire, sports bra etc. This
makes it easier for the customer to find the sort that they are looking for it. The
displays should be tastefully done with elegance and appeal. Make sure to display
the bras and panties that form a set or that can be cross merchandised to look like
a set are displayed next to or around each other. Figure 7.12 and 7.13 show the
display of women’s lingerie as sleepwears.

Figure 7.12: Chantelle Paris

Figure: 7.13 Marks&Spencer, London

7.2.3 Kids Wear

Similar to what you have seen above in the other categories, kid wear can be best
displayed on a hanger to make visible the garment pattern and style. However unlike
mens wear and womens wear, kid’s apparels come in a wide range of sizes owing to the
fact that kids belong to the growing age and kids can range to wide range of size and
heights. Hence, firstly after dividing the space between toddlers and kids the merchandise
should be displayed as per age and patterns. A lot of times the same design and style is
available throughout all the age groups, in these circumstances the smallest piece should
be displayed in the front followed by ascending sizes.
Kids wear category is firstly divided into boys and girls followed by like the other
categories western and Indian. Kids sleepwear and undergarments and sportswear
should be displayed in their allocated spaces within the kids wear category. Look at the
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Visual Merchandising and Figure 7.14 which shows the floor plan of Kid’s wear apparel. Figure 7.15 shows the
Store Management
display of different style of kids’s wear.

Figure 7.14: Floor plan for a Kid’s wear apparel store

Figure 7.15: Les Petits, (a luxury multi brand store for kid’s apparel and furniture),
flagship store in Delhi at DLF Emporio

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 VM for Fashion Apparel
Check your Progress A
1. What is In-store Merchandise presentation for Fashion Apparels.
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2. Enumerate the men’s wear categories.
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3. Draw floor plan for women’s wear apparel store.
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4. Which of the following statements are True / False?
a) Denims need to be displayed on hanger.
b) Formal Shirts are stacked on wall or gondola fixture.
c) Western wear in women’s wear can be divided into tops, skirts, dress etc.
d) Women’s wear is divided into five categories.
e) Kids wear can not be divided.

7.3 DISPLAY APPROACH FOR APPARELS

You have already learnt about the floor plan, men, women’s and Kid’s session floor plan
and their demoralization categories. Let us learn the display approach for apparels.
End user/Category: While displaying apparels, the first and foremost approach is to
segregate the products as per the end user i.e. men’s, women’s and kids. This distension
is both logical and practical from the retailer and customer point of view.
End use/Sub category: Following the basic category distension, the products should
need sub-categories as per their end use i.e. formal/office, western, occasion and casual.
Broadly sub-categorizing the products is like creating departments within the main
category. Thus they one directing the customers to go to the required product section.
Brand: Following the category and sub category space allocation within the store,
displaying the products as per brands is a most strategic and convenient approach. In
department stores, where floor space is rented to a large number of different brands,
this display approach is given. However for category/product specific retailer i.e. stores
that sell different brands on only one product category, kids wear or women’s wear or
men’s wear they may not choose this approach.
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Visual Merchandising and Style: Style is one of the most important criteria while displaying apparels. Most shoppers
Store Management
know what they want in terms of style. Hence clothes that have the same style should
be displayed together side by side. For example: hipsters, slim fit, baggy jeans etc.
customers either like/ and buy these styles or don’t. There is no point in wasting the
customer’s time and making them go through the entire range.Customers clearly know
what they want.
Age group: Kid’s wear needs to be displayed as per age group as there garments can
fall in a wide range of sizes. Apparels of toddlers especially need to be displayed as per
age group as it is difficult to judge the required size for a toddler just by looking at it
especially for a first time buyer.
Material and pattern: Denim, silk, cotton, polyester, etc. all should be displayed in
their allocated sections. A lot of customers have a sent notion/perception or liking/disliking
towards a particular material or patterns. Some may dislike wearing polka dots others
may only wear cotton apparels, etc.
Season: The seasonal apparels should also be given a separate section or display space
to promote them in-store. Example: sweaters and jackets during winters can be allocated
a separate section or department to promote and attract attention of the shoppers.
Color: Colors are strong deciding factor for most customers and need to use to attract
the most attention and make the garments and display look more appealing. Every
individual has a liking towards a particular color and a dislike toward another. A strong
color blocking emphasizing the seasonal trend in colors can help improve the display
appeal and sales. Grouping the apparels as per color and cross merchandising based on
colors can help boost the sales of a department and stores.
Promotion: Grouping products as per the ongoing promotion is a good way to promote
the sale and reduce confusion. Example: products that have a same percentage of
discounts or have a same offer like by one get one; need to be displayed together or
around each other. Even if there are different offers going in dedicating a floor space to
the sale items can help reduce the in-store chaos. There is no point scattering the offers
throughout the store and mixing the new arrivals with the sale items.

7.4 COMPARATIVE STUDY ACROSS RETAIL

FORMATS
You have already learnt In-store Merchandise presentation for fashion apparel, display
approach for apparels. Let us have comparison of different retail formats. They are as follow:

7.4.1 Department Store

The apparels department in a department store constitutes the largest share in the overall
product/category assortment in the stores. Usually spread over a large floor space or a
couple of floors, apparels section in a department can house a large number of different
brands thus offering a large assortment of product variety. Brands need to rent a floor
space within a required category section in a department store. Each department store
has its own set of rules and basic guidelines in terms of how the brands need to display
and what materials and fixtures can be used. This is done to ensure and maintain a
certain standard throughout the stores. The department stores will most probably also
have guidelines for the brand signage and visual images of the brand to be displayed in
allocated space. This does to some extent restrict the opportunity to create a vivid and
strong brand identity within the department store. Hence it is important that a visual
merchandiser is well versed with the dos/don’ts and other limitations/requirements before
114 setting out to do the interior and selecting fixtures of the space. Look at the Figure 7.16
which shows the separate section for women’s and kids in Departmental store. VM for Fashion Apparel
Figure 7.17 which shows segregation of men’s and women’s section as per band
display.

Figure 7.16: Women’s and kids wear department segregation at Shoppers

Stop at Ambience Mall, Delhi

Figure 7.17: Men’s and women’s wear display within the brand display area at
Shoppers Stop at Ambience Mall, Delhi

7.4.2 Specialty Store

Specialty stores in apparels can take may different forms like stores that sell only
sportswear or only Indian wear or kids wear, etc. These stores will house many different
brands of the same product category. Gini & Jony for example is a kid’s apparels store
that sells not just the Gini & Jony brand of products but also brands like Puma Kids, etc.
Look at the Figure 7.18 which shows only men’s wear section display or you can say
this is a Specialty Store only for men’s.

Figure 7.18: Paul & Shark at DLF Emporio, Delhi

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Visual Merchandising and 7.4.3 Exclusive Store
Store Management
Stores that sell only one particular brand exclusively fall in the exclusive stores category.
These are all the branded outlets that sell the entire range of products offered by that
particular brand. Unlike in a department store where the brand need to accommodate
the department store guidelines in the ambiance and while displaying merchandise, in a
exclusive store the true identity of the brand can be maintained both inside the store and
outside. This kind of store gives an opportunity to bring out the brand image and create
a distinct impression about the brand. The signage, colors, lighting, textures and materials
used, celling décor, etc. can all be used to build up the unique brand identity. Figure 7.19,
Figure 7.20 and 7.21 show the exclusive men’s wear display.

Figure 7.19: Van Heusen, at Ambience Mall, Delhi.

Figure 7.20: Exclusive Store for Men’s

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 VM for Fashion Apparel

Figure 7.21: India’s first Manchester United store in Mumbai at Palladium Mall

7.4.4 Hypermarkets
Some hypermarkets have a large collection of apparels while others choose to stock
only a small range. The brands that are usually stocked in the hypermarkets are not well
known and are low cost garments. Unlike in department stores the brands have no say
in the way the garments will be displayed and the brand name is not highlighted. The
fixtures used are capacity fixtures similar in look and feel to the once used to display
FMCG (Fast Moving Consumer Goods) products to stock the garments in bulk. Look at
the Figure 7.22 and 7.23 which show internal view of different types of Hypermarket.

Figure 7.22: Children’s Section in Hypermarket

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Visual Merchandising and
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Figure 7.23: More Megastore, Hyderabad

Check your Progress B

1. What do you mean by promotion.
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2. What is specialty store?
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3. What do you mean by Hypermarket?
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4. Fill in the blanks
a) Style is one of the important criteria while —————————— apparels.
b) Apparels of toddlers especially need to be displayed as per ——————
———————.
c) Brand need to rent a floor space within a required category section in a —
——————————.
d) Stores that sell only ——————————particular exclusively fall in
the exclusive stores category.
e) Hypermarket have a —————————————— collection of
apparels.

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 VM for Fashion Apparel
7.5 COMPARATIVE STUDY ACROSS RETAIL
SEGMENTS
You have already learnt different retail formats. Now let us compare retail segments.
They are as follows:
i) Luxury retailer: Luxury retailers comprise designer outlets and high end stores.
Luxury retail stores have custom made fixtures specifically designed to match the
brand identity. The materials used within the store for fixtures and store interiors
should reflect luxury and class. Polished wooden floorings and furniture, is always
an effective way to add luxury instantly. Glass, marble, metal if used effectively
add great value to appeal to the store. Similarly the light fittings and light color used
can change how a customer perceives a store. Mild and soft yellow lights can both
highlight the elegance and details in garment as well as make the store look rich.
It is important to note that while displaying luxury good lower the quantity the more
expensive or exclusive it looks. Hence the number of items displayed on the fixtures
should be limited, with a good one hand space or more between two hung pieces.
If the pieces are placed to close together or if the more number of products are
displayed it looks cheap and loses essence of exclusivity which is the most important
element of a luxury product.

Figure 7.24: Different types of Luxury Stores

Look at the Figure 7.24 and 7.25, which show elegance of Luxury Store by using Mild
and Soft lights along with ethnic interior.

Figure 7.25: Designed and executed by Lotus Design, New Delhi. Rohit Bal Store at Emporio
Mall, Vasant Kunj, New Delhi
http://indianbydesign.wordpress.com/2009/02/15/first-look-the-rohit-bal-store-emporio-new-delhi/#more-1395 119
Visual Merchandising and ii) Mid-range retailer: The mid-range retailers are may or may not have custom
Store Management
made fixtures. The more economic mass produced fixtures suite this kind of stores.
However the material and design may be altered to suite the store image. The
store interiors has to reflect the brand, hence the materials, colors, furniture and
fittings used can overcome the any short comings if any from the use of mass
produced fixtures. Warm light is suitable for this store however it should not make
the store look dark.
The quantity of garments displayed and stocked should be well balanced where it
is not too over crowded to make the product look cheap nor under stacked to make
the display look intimidating. An average distance of four fingers between the
hung garment pieces is sufficient to achieve the required effect.
iii) Budget retailer: Unlike the luxury and mid-range retailers a budget stores has to
take a more economy approach in selecting fixtures. These are the stores that sell
inexpensive goods or services to consumers. For example a budget retail clothing
stores sell cheap clothes. It is important that the fixture can handle a large quantity
of products as customers that come to a budget store expects a large variety of
products to choose from it. Metal fixtures can be both economic and durable.

7.6 LET US SUM UP

There are three categories of apparels namely Menswear, Women’s wear and Kids
wear. Menswear can be divided into Western-Formal, Casual, Indian, Sportswear,
Sleepwear and undergarments. Western formals and causal by and large will comprise
around 65 to 75 percent of the total menswear category of a typical menswear store
and hence needs to be given the required attention while displaying them. It is always
advisable to lead the store with western wear shirts and t-shirts followed by pants and
trousers and lastly leading into the store, suits and Indian wear.
Women’s wear, is also further divided into Western-formal and casual, Indian- formal
and semi-formal, Sportswear, Sleepwear and undergarments. The interesting point to
note is that unlike in menswear, Indian wear and western wear both contribute equally
to the overall share of the women’s wear category.
Kids wear can be best displayed on a hanger to make visible the garment pattern and
style. However unlike men’s wear and women’s wear, kid’s apparels come in a wide
range of sizes owing to the fact that kids belong to the growing age and kids can range
to wide range of size and heights. Hence firstly after dividing the space between toddlers
and kids the merchandise should be displayed as per age and patterns. Kids wear category
is firstly divided into boys and girls followed by like the other categories western and
Indian. Kids sleepwear and undergarments and sportswear should be displayed in their
allocated spaces within the kids wear category.
There are some salient features of display approach for apparels like category, Sub
category, Brand, Style, Age group, Material and pattern, Season, Color, Promotion.
You can compare the retail formats in Departmental Store, Specialty Store, Exclusive
Store, and Hypermarket. It is also possible to compare the retail segments like Luxury
retails, Mid-range retailer, Budget retailer.

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7.7 KEY WORDS
Brand : A trade mark or distinctive name identifying a product
or a manufacture.
Budget Retailer : A store that sell inexpensive goods or services to
consumers.
Luxury Retailer : Luxury retailers are designer outlets and high end stores.
Mid Rang Retailer : Mid-range retailers are more economic for mass class.
Promotion : Advertising and publicity of the product.
Style : A mode of fashion.

7.8 ANSWERS TO CHECK YOUR PROGRESS

A. a) False b) True c) True d) False e) False
B. a) Displaying b) Age group c) Departmental store d) One e) Large

7.9 TERMINAL QUESTIONS

Q 1. Describe the floor plan with diagram and Category of men’s wear section.
Q2. Explain the women’s wear section with floor plan.
Q3. Discuss the salient features of display approach for apparels.
Q4. Discuss the comparative study across retail formats.
Q5. Write Short Notes
a) Kid wear Display
b) Luxury Retailer
c) Mid Range Retailer
d) Budget Retailer

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