Visual Merchandising Retail Design - Compress

VISUAL MERCHANDISING & RETAIL DESIGN
NIFT BAD402GP : GRADUATION PROJECT
by
VIKAS PRABHAKAR
061174500030
Accessory Design Department (2011-2015)
Project work carried out at
MADURA FASHION & LIFESTYLE

Plot no.5B, Regent Gateway
Doddanakundi Village
KIADB Industrial Area ITPL Road
Bangalore 560 048
Tel: +91-80-6727 1600
Fax: +91-80-6727 1616
NATIONAL INSTITUTE OF FASHION TECHNOLOGY

BANGALORE
MAY 2015
VISUAL MERCHANDISING & RETAIL DESIGN
NIFT BAD402GP : GRADUATION PROJECT
by
VIKAS PRABHAKAR
061174500030
Accessory Design Department (2011-2015)
Project work carried out at
MADURA FASHION & LIFESTYLE

Plot no.5B, Regent Gateway
Doddanakundi Village
KIADB Industrial Area ITPL Road
Bangalore 560 048
Tel: +91-80-6727 1600
Fax: +91-80-6727 1616
Submitted in partial fulfillment of Bachelor of Design

(Accessory Design) Degree programme
NATIONAL INSTITUTE OF FASHION TECHNOLOGY

BANGALORE
MAY 2015
MENTOR CERTIFICATE
This is to certify that the Project Work entitled VISUAL MERCHANDISING & RETAIL DESIGN and submitted
by VIKAS PRABHAKAR having 061174500030 for the partial fulfillment of the requirements of Bachelor of
Design Accessory Design degree of NIFT, embodies the bonafide work done by him under my supervision.
______________________
Signature of the Faculty Mentor
Place : ____________________

Date : ____________________
_____________________________
Name, Designation & Organization & Location

JURY CERTIFICATE
This to certify that VIKAS PRABHAKAR is a bonafide student of Accessory Design Department of National
Institute of Fashion Technology, Bengaluru and that he has the final Graduation Project and has been conferred
the professional degree for successfully fulfilling the academic requirements and accomplishing the professional
tasks entrusted by the Industry sponsor.
The Evaluation Jury

NAME & DESIGNATION Signature
------------------------------------------------------------------------ -------------------------------------
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Center Coordinator Accessory Design Department

National Institute of Fashion Technology, Bangalore
Date:
INTRODUCTION
The Graduation Project is a 22 weeks long industrial training for the final year batch. Which result in greatest landmark in the learning phase
in which the student is not only exposed to an industrial set-up but expected to understand, interpret and meet the delieverable in a t ime period.
Graduation project provides the student a platform to synthesize their academic learning towards practical usage in a
professional environment.
02
VISUAL MERCHANDISING
SYNOPSIS
From being a design student to having an experience as a professional. The difference was superlative. From the protected
environment of the College to the fast and demanding pace of the industry where the fittest actually survive.
The 22 week of graduation project has been a great opportunity for me to get involved with an industry and explore various
shades of design. As an accessory design student of NIFT, Bangalore, I have always looked upon design as creative process.
The graduation project exposes me to various limitations and opportunities that a designer works with. It also introduce me to
various factors that ultimately required for becoming a complete designer. I got an opportunity to get associated with Madura
Fashion & lifestyle. The company has complete in lifestyle products & apparels production facility. The process of design in the
industry has many more aspects to it that what is considered by the design student. A designer has to be able to foresee the
problems not just in sampling but also in production. There should be a complete understanding of the required look & feel and
implementation of it. Graduation Project started with STORE VISIT to understand the brand, customer segemet, market positioning,
store design etc. across Bangalore observations done here were followed in Visual Merchandising Manual where understanding
about VM happened from grass root level, in which practical application was embedded by designing window for festival Onam,
by conceptualization of hanger, wall pannels and Nesting table.
02
C O NT E NT
................................Company Profile
................................About the brand
................................Brand History
................................Store Visit
................................Project 1
Window Display (Onam Window)
................................Project 2
Nesting table
................................Project 3
Plannogram
................................Project 4
Hanger
................................Retrospection
02
A C K N O W L E D G E M E NT
I am grateful to Madura Garments for giving me the opportunity to be a part of their prestigeous oraganisation. I would like to
extend my sincere thanks to the following people for their crucial inputs & encouragement through the course of my project.
Mr. UNNI AUGUSTINE (Van Heusen- VM manger) and my industry guide , without whose guidance this project would not have
been possible. Entire Van Heusen VM team consisting of Ms. Sruti kulothungan, Ms.Neha gupta, Mr. Arun, Mr. Rahul richard ekka,
Ms. Anvita.
I would also like to convey my sincere gratitude to National Institue of Fashion Technology for giving me this opportunity to gain
valuable experience, Entire F & LA Department Mr. Yathindra L. for his unconditional support & guidance throughout the project.
Mr. Sharan B. (CC- F&LA dept.) Mr. Girinath, Ms.Rashmi Munshi, Ms. Shipra Roy, Ms. Divya Krishna, Mr.Anoosh M for embedding
knowledge, also thanks to Harish bhaiya & NareshGawda(Lab assistant).
Finally, I would like to thanks my parents, friends and colleagues for their encouragement, motivation & guidance whenever
reqired.
02
MADURA F&L
Madura Fashion & Lifestyle, a division under Aditya Birla Nuvo Ltd, is one of India’s fastest growing branded retail companies and
a premium lifestyle player in the retail sector. After consolidating its market leadership with its own brands, it introduced premier
international labels, enabling Indian consumers to buy prestigious fashion were and accessories within country.
The company’s brand portfolio includes product line that ranges from affordable and mass market to luxurious, high-end style and
cater to every age group. Madura Fashion & Lifestyle is defined by its four brands namely, Allen Solly, People, Louis Philippe, Peter-
England, People & Van
Heusen all of them with an aim to personify attitude, comfort, luxury & style.
Madura Fashion & Lifestyle reaches its discerning customers through an exclusive network comprising 1,877 stores, covering 2.2
million sq ft of retail space, and is present in more than 1,500 premium
multibrand stores and 320+ departmental stores.The company’s lifestyle store, The Collective, offers a unique blend of global
fashions, international trends and innovative customer services, to customers in Bangalore, Mumbai, Delhi, Delhi NCR, Chandigarh,
Pune and Chennai.Planet Fashion, the multi-brand, apparel-retailing arm of Madura Fashion & Lifestyle, housing the company’s in-
house and other brands, is the largest chain of stores of its kind in India.Madura Fashion & Lifestyle marked its foray into the luxury
mono brand business in India by launching the quintessential British men’s luxury clothing and accessories brand Hackett London
through a joint venture with the UK firm.
02
ABOUT
Madura Fashion & Lifestyle has revolutionised India’s readymade apparel and retail market. A name that is synonymous with
panache and modernity, Madura Fashion & Lifestyle is defined by its brands – Louis Philippe, Van Heusen, Allen Solly, Peter
England and People – brands that personify style, attitude, luxury and comfort. Madura Fashion & Lifestyle marked its foray into
the luxury mono brand business in India by launching the quintessential British men’s luxury clothing and accessories brand
Hackett London through a joint venture with the UK firm.
Recently, the company launched Trendin.com, a one-stop shopping destination for the style conscious. As the official
online store showcasing the widest range of merchandise from Louis Phillipe, Van Heusen, Allen Solly, Peter England and
People, Trendin.com caters to both men and women. With the best talent in the fields of design, manufacturing and product
development, Trendin.com brings contemporary, chic, fashion forward sensibility at price points that work with every budget.
Each of the company’s brands has an integrated Design Department, which is constantly at work on innovating designs,
concepts and products by incorporating the latest
international trends in fashion and clothing styles.
02
BRANDS
Louis Philippe launched a range of stylish new bags, specially Allen Solly brought about a completely new concept to menswear in
designed keeping in mind the sharp, fashion-conscious, globe-trotting India — Friday Dressing. In the years that followed, the brand, with
businessman. The aesthetic range of Business, Messenger and Duffle its Anglo-American heritage, proved to be the most innovative of
Bags, Ipad case, Lap top sleeves have been created using Italian the Madura Fashion & Lifestyle’s brands. The dull world of business
and Argentine high quality full grain cow leather with unique sheen, dressing with its greys and whites was shaken up by Allen Solly, which
characteristic and smooth feel. unapologetically added vibrant dashes of colour to its formal wear lines.
The approach paid off, spawning many imitators.
02
Van Heusen assiduously follows the company mandate; fashion for PEOPLE, India’s first fast- fashion youth brand, is a one-stop
the corporate world. The brand’s target audience is the successful, destination for the latest international trends. It was born of a fashion
sophisticated, erudite, multi-faceted professional. For the Van Heusen idea where international styles meet and complement a modern
customer, elegance and style are not just fads, but a philosophy. And global outlook. offers the latest trends for Men, Women and Kids
therefore, keeping their tastes in mind, Van Heusen was opposed to through its range of Casual Shirts, Tees, Tops, Kurtas & Fusion Tops,
the conventional nine-to-five formal wear. Instead, the brand makes Jeans and Winterwear. Accessories complementing the clothes such
available a 24/7 self-expression range of garments to their target as bags and scarves are also offered by the brand.
audience.
Peter England is the largest menswear brand in India with over 5 The Collective is a super-premium lifestyle retail chain by Madura
million garments sold every year. Peter England is universally accepted Fashion & Lifestyle, a division of Aditya Birla Nuvo. Catering to both
amongst its millions of consumers for its standardised fits, superior the formal and casual wear segments are brands like Armani
quality, wide range and ‘fashion-right’ styles in its segment, making it Collezioni, Versace Collection, Vivienne Westwood, Lagerfeld, Simon
the most trusted brand amongst consumers in the readymade apparel Carter, Ted Baker, Fred Perry and many more. The Collective also
category has a curated collection of womenswear apparel and accessories
from brands such as Michael Michael Kors, Ted Baker Women, Juicy
Couture, True Religion, Lulu Guinness and more
02
HISTORY ABOUT VAN HEUSEN
1881 1919 195

The humblest of beginnings mark the foundation of
Van Heusen. Moses Phillips begins selling hand sewn
shirts from a small wooden handcart, laying the
foundation for a company which would later be
The company's designers dream up the greatest
invention on shirts – The Collar, a process that
involves wearing cloth at curved angles. John Van
Heusen begins a nine year quest that leads him to
Anywhere in the world, lea
rules. And wear the same
future president of America
Tony Curtis, to name a few
called Van Heusen. invent the world's first collar. Van Heusen. We don't call i
nothing.
2005
The story of Van Heusen is the story of many firsts.
Van Heusen continues to create landmark innova-
tions like Ice Touch, Durapress, Best White, Techno
cotton, and the intelligent clothing range.
02
50 1974 1990
aders follow the same
label. Ronald Regan, the
a, Anthony Quinn, and
w, become endorsers of
An empress decides to get new clothes. Queen
Elizabeth issues a Royal warrant to Van Heusen,
appointing Van Heusen the official clothier for
Buckingham Palace.
The story of Van Heusen is the story of many firsts.
Van Heusen continues to create landmark innova-
tions like Ice Touch, Durapress, Best White, Techno
cotton, and the intelligent clothing range.
it 'Power Dressing' for
2013
Available wherever there are horizons… and men
to conquer them. Today Van Heusen commands
more than a billion US dollars in retail sales
worldwide. We are available in 70 nations spread
across 5 continents
02
VA N H E U S E N
02
Van Heusen is a premium lifestyle brand for men, women and youth. The brand embodies fashion for the
corporate and reflects the current expression of elegance in today's context. Van Heusen believes that the
design drivers for the brand are fashion and sophistication.
The brand covers all aspects of an individual's clothing needs, be it corporate wear, casual wear, party wear or
ceremonial wear, making it a complete lifestyle brand in the truest sense. The core audience is professionals
and corporate executives - men and women who are successful, focused, articulate, well-traveled, confident
and have a sense of style about them. They pursue success just as they do their other interests and passions,
learning and exploring everything that comes their way
02
CATEGORY
VA N H E U S E N
Mens Womens
Formal
Formal Casual Sports
Casual
x-Lifestyle V dot Sports
Knits
Worldwear
Ceremony
Business
VH Heritage
Couture VH
Van Heusen ceremony Van Heusen X-Lifestyle Van Heusen Worldwear Van Heusen Business
Van Heusen Sports V.dot V.dot Casual V.dot Evening Wear

02
Another important function of the marketing department is Visual Merchandising .It is the activity of promoting the sale
of goods,especially by their presentation in retail outlets. This includes combining product,enviornment,and space into a
stimulating and engaging display to encourage the sale of a product or service.It is one of the final stages in trying to set out
a store in a way that customers will find attractive and appealing and it should follow and reflect the principles that underpin
the store’s image.It is the way one displays ”good for sale” in the most attractive manner with the end purpose of making
sale.”If is does not sell,it is not Visual Merchandising”
Visual Merchandisng is the art of presentation ,which puts the merchandise in focus.It educates the customers,creates desire
and finally augments the selling process.The technique is to make a visual impact on customers.This is the art of arranging
the goods and presenting it before the customer. It includes window displays,signs,interiors displays,cosmetics promotions and
any other special sales promotions taking place.
Objective of Visual Merchandising
•Educating the customers about the product/service in an effective and creative way.
•Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall
value.
•Setting the company apart in an exclusive position.
•Establishing linkage between fashions, product design and marketing by keeping the product in prime focus.
•Combining the creative, technical and operational aspects of a product and the business.
•Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus
augmenting the selling process.
•The goods must be thoroughly inspected at your end as per our standards and our quality manual handed over to you.
•Any dispute arising out of this purchase order is subject to settlement within Bangalore Jurisdiction only.
02
ORGANIZATIONAL HIERARCHY
Van Heusen
VISUAL MERCHANDINDISING
TEAM
Unni Augustine
Group Manager-VM
Rahul Richard
Ekka Arvind Regional VM Sruti k.
SP & DS/Trade Production VM Creative
Vikas P rabhakar
INTERNEE
An v i t a Neha Gup ta Mukesh

RVM - North RVM - South RVM - West & East
02
STORE VISIT
To understand the brand, market positioning, consumer profile in all the major store of Bangalore and certain
observation done.
1. Phoenix Market
2. Brigade road
3. Garuda mall
4. Commercial street
5. Orion Mall
5. Mantri square
6. Forum Mall
7. Jayanagar
8. BEL Road
9. 100ft kormangla
02
02
MATERIALS
Flex Wallpaper Digital vinyl Cut Vinyl
3mm MDF Board 3mm 0-40Acrylic 3mm Clear Black 3mm white
Sunboard Sunboard
02
02
PROJECT #1
To create window display for Festival “Onam” 2015
Process :
-Understand the Indian festive season.

-Study about the festive elements.
-Find out some common elements from all the festivals to use it in window.
-Implementation.
02
DESIGN PARAMETERS
WINDOW DESIGN CONSTRAINS OF VAN HEUSEN

Standard window size – 12’ X 9’
MATERIAL
Sun boards of 2mm – 8mm
PRINTS
Vinyl print with different surface finishing like gloss, matt, translucent etc.
AVEREGE BUDGET FOR WINDOW

10000 TO 15000.
02
02
Onam is the biggest festival in the Indian state of Kerala. Onam Festival falls during the
Malayali month of Chingam
(August - September) and marks the homecoming of legendary King Mahabali. Carnival
of Onam lasts for ten days
and brings out the best of Kerala culture and tradition. Intricately decorated
-Pookalam
-Ambrosial Onasadya,
-Breathtaking Snake Boat Race
-Exotic Kaikottikali dance
are some of the most remarkable features of Onam - the harvest festival in Kerala.
02
CONCEPTS
NETTIPATTAM
Nettipattam is an important ornament worn by elephant

during festival in Kerala. Legend has it that the Nettipattam
was designed by the lord Brahma. And Iravath, the white
elephant of lord Indra, was the first Lucky elephant to
wear it. The caparison, which is part of Hindu astrological
art, represent the entire Pantheon of God in Hinduism.
02
Keywords: Heritage, Celebration
02
C O N C E PT S G E N E R AT I O N
color sunboard
Flex printing (as a backdrop)

color sunboard
sunboard (Striped)
white sunboard
02
C O LOR
BLOCKING
02
DOCKET
02
02
The floral carpet, known as Onapookalam. it is made out if the gathered blossoms
with several varieties of flower of
differing tits pinched up into piece to serve the decorator’s
porpose.
COLOR
BLOCKING
02
02
CONCEPTS IDEATION
02
02
DOCKET
02
02
02
02
02
D
E
ELEMENTS IMPORTANCE/USAGE MATERIALS

A Prop 1 For composition Sunboard, Flex, Acrylic
B Message For communication Vinyl
C Lighting Lamp To create drama Light
D Backdrop To define the boundary Sunboard, Flex
E Mannequin Drape & look of story Fibre
F Prop 2 For composition Sunboard, Acrylic
02
P R O J E CT # 2
To create Nesting table for Van Heusen.
Process:
1. Study about the Nesting table.

2. Understand the properties of material in terms of category.
3. Concept generation
4. Prototype
5. Implementation
02
NESTING TABLE
There are the most powerful fixtures in stores as customers see the merchandise on
these table much before they reach the wall. Mostly kept near the entrance.
Nesting tables should be used to promote the new arrivals always with proper display
and communication.
02
EXIST ING
02
02
02
02
02
02
02
02
02
02
P R O J E C T #3
To create some interesting wall elevation for all categories.
Process:
1. Study about the existing wall elevation using Van Heusen.

2. Understand the each category of brand.
3. Concept generation.
4. Digital prototype.
5. Implementation (Makeover)
02
PLANOGRAM
The Layout planning or the planogram of a store is a methodical way to entice the
customers for increased purchase. It is a scientific way to plan a retail store outlet
that allows to maximise the same sales for each foot of the allocated selling space
in the store. A successful layout guides customer through the store, strategically
revealing various types of merchandise.
02
02
02
02
02
02
Van Heusen Worldwear X-Lifestyle
VanHeusen Sports
02
Business VanHeusen Knits
Womens Formal Womens Casual
02
Ceremony Suits section
Suits section V dot
02
P R O J E C T #4
To Design a hanger, create some interesting way of promoting style MY FIT .
Process:
1. Study about the existing hanger using VanHeusen.

2. Understand the category of brand.
3. Concept generation.
4. Digital prototype.
5. Prototype.
02
IDEATION
02
ART WORK
02
02
Experience
The whole experience of this project is an important milestone in my life. The journey was both fun and
full of knowledge along with fruitful set of learning for me. The most important learning of my journey
is having an organized and disciplined approach towards work and life.
Introspection
Since the major areas in which my project hovered was the recognition of the retail identity of the company and standard-
ization of the same through creation of a retail\VM manual, I realized that every Brand needs to set standards for its Retail Id
and set of norms as guidelines for all the employees associated with retail space of the company and also it curtails any visual
clutter and portrays the right image of the brand to the customer.
Learning
Working at Arvind Brands was one of the best experience I ever had. It widened my knowledge on visual merchandising and
how industry works in that field. Visual Merchandising is a growing concept in India. Many companies have now started focus-
ing on the presentation of their brand. More companies are now ready to spend on the interior of their store and making it as
creative as it can be in order to make a unique position for themselves in the market.
At Arvind I learned how to coordinate time with ideas to come with a solution that is feasible, innovative and creative. It helped
to look at visual merchandising with not just as a presentation but also whole branding experience. As the store depicts the
identity of the brand and reflects it to the customer.
02
02

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VISUAL MERCHANDISING & RETAIL DESIGN

NIFT BAD402GP : GRADUATION PROJECT

Accessory Design Department (2011-2015)

Project work carried out at

MADURA FASHION & LIFESTYLE

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Accessory Design Department (2011-2015)

Project work carried out at

MADURA FASHION & LIFESTYLE

Submitted in partial fulfillment of Bachelor of Design

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Signature of the Faculty Mentor

Name, Designation & Organization & Location

The Evaluation Jury

Center Coordinator Accessory Design Department

................................About the brand

1881 1919 195

Van Heusen Sports V.dot V.dot Casual V.dot Evening Wear

Objective of Visual Merchandising

An v i t a Neha Gup ta Mukesh

Flex Wallpaper Digital vinyl Cut Vinyl

To create window display for Festival “Onam” 2015

-Understand the Indian festive season.

WINDOW DESIGN CONSTRAINS OF VAN HEUSEN

AVEREGE BUDGET FOR WINDOW

Nettipattam is an important ornament worn by elephant

Keywords: Heritage, Celebration

Flex printing (as a backdrop)

ELEMENTS IMPORTANCE/USAGE MATERIALS

E Mannequin Drape & look of story Fibre

F Prop 2 For composition Sunboard, Acrylic

To create Nesting table for Van Heusen.

1. Study about the Nesting table.

To create some interesting wall elevation for all categories.

1. Study about the existing wall elevation using Van Heusen.

Van Heusen Worldwear X-Lifestyle

Womens Formal Womens Casual

Ceremony Suits section

Suits section V dot

1. Study about the existing hanger using VanHeusen.

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