Handbook of

CONTENTS
1. What is visual merchandising
1.1 - About visual merchandising
1.2 - C3 rule
2. Visual merchandising as selling tool
3. Colours
3.1 - Colour wheel
3.2 - Meaning of colours
3.3 - Colour schemes
3.4 - Colour stories
4. Zoning
4.1 - Understanding zoning in the layout
4.2 - Hotspots in the store
4.3 - Touchpoints in the store
5. Wall elevations
5.1 - One level display
5.2 - Two level display
5.3 - Three level display
5.4 - Denim wall
5.5 - Chinos wall
6. Mannequins
6.1 - Mannequin grouping
6.2 - Mannequin grouping - Colour flow
6.3 - Mannequin styling checklist
7. Hangers
8. Folding Technique & Density
9. Fixture Capacity
10. Lighting
10.1 - About Lighting
10.2 - Lights for retail store
10.3 - Types of lighting fixtures
10.4 - Types of lamps
10.5 - Light power and strength
10.6 - Light focus
11. Understanding Mockshop
WHAT IS VISUAL MERCHANDISING?
About Visual Merchandisng

What is

Visual Merchandising is the art of presentation,

which puts the merchandise in focus. It attracts
and educates the customers and nally convert
into the selling process.

It creates aspiration to the customer, which excites

their interest and in uences their buying behavior.
About Visual Merchandisng
While merchandising the stores we should influence the purchasing decision by following the C3
rule
C3 Rule - Creative presentation, Clarity and Crafted comfort

Creative Presentation

C3 Clarity

Comfortable Shopping Experience

C3 Rule
Creative presentation
 Create interesting merchandising pods to guide the customer around your store
 Rotate the product for a fresh look every month
 Highlight product features & details through folding techniques and styling

A well merchandised store draws a customer into the space, directs their movements with ease and showcases collections as stories
C3 Rule
Clarity
 Maintain symmetry, balance and harmony in the wall and fixture setups
 Make it easy to find the product
 Represent clear color stories based on the deliveries and information in the seasonal guides
 Influence decisions by presenting an outfit/wardrobed concept
 Suggest styling tips through ensemble creation

The symmetry in the wall units and the flow of color. This makes it easy for the customer to find product
Wall units should always be well balanced and easy to understand the wardrobe concept on the table/walls
C3 Rule
Comfortable Shopping Experience
 Lay out the store according to occasions and experiences.
 Make the customer feel at home.
 Maintain appropriate store temperature and cleanliness.
 Play brand approved music.
 Provide comfortable environment for customers.
 Proper and enough lighting in the selling space as well as in the negative area.
VISUAL MERCHANDISING AS A SELLING TOOL
VM as a selling tool

VM AS SILENT SELLER? WHAT TO DO? HOW TO DO?

Imagination of the Customer Colour Stories Team Effort

Tells Story Rotation of Merchandise Training

In uence Buying Pattern Maintain Optimum Capacity Correct Communication

Creates Fantasy Create Exciting Corners Focus on Mockshop Compliance

Enhance Shopping Experience Additional stock in the Stock Room Before & After Sales Tracking

How can you use visual merchandising as a selling tool?

 Windows
 Merchandising and Color Stories
 Cross Merchandising & Accessorization
 Communication Signages and Props
VM as a selling tool
Through Windows

Windows are the face of your store. Put a lot of thought into mannequin composition, color, styling & lighting
VM as a selling tool
Through Color Stories

Do not mix too many colors, use 2-4 colors to present a clear color story
VM as a selling tool
Through Cross Merchandising & Accessorization

Always use accessories on Slat walls/mannequins to promote multiple sales

VM as a selling tool
Through Communication Signages & Props

Offer Signage Campaign communication props Product info signages and talkers

The communication signages and display props, can attract attention of the customers and share information as well.
VM as a selling tool
Through Communication Signages & Props

Seasonal display Prop Category Signage EOSS Signage

The communication signages and display props, can attract attention of the customers and share information as well.
VM as a selling tool

1 2
Facade and Entrance Signage Window

3 4 5 6
Offer communication Festive communication Offer communication Festive communication
on gift unit on cluster display on floor fixture on wall display
 VM as a selling tool
Planning of VM elements in the strategic locations

7 6

1 Entrance/Facade
5
2 Window Display
1
4
3 Gift Unit Display

4 Cluster Display

2 5 Floor Fixtures
4 6 Wall Bays

3 7 Cash Counter

2 2

1
COLOURS
Colour Wheel
In the colour wheel:
 The primary colors are red, yellow and blue.
 The three secondary colors (green, orange and violet) are created Hue refers to the origin of the colors we can
by mixing two primary colors. see, these are the colours which are present
 Another six tertiary colors are created by mixing primary and in the colour wheel.
secondary colors.

Hue

U RS
LO PRIMARY A tint is a result of white colour being added
O RT
IAR
Y TE
RT
IA
RY
to a Hue
C

TE
Red
R
Ex. : Tints of RED
d Vi ed
Re nge

SE
RY
M

ole
a
Or t

CO
DA
WAR

ND
N

Tint
ge
CO

Vi

AR
an

ole
SE

Or

Y
t
TERTIARY

TERTIARY
Orange
Yellow

Violet
Blue
A tint is a result of Grey colour being added
to a Hue

COO
Ex. : Tones of RED
Y

PR
w

Bl
llo
AR

ue
Ye

M I
IM

A
Tone
L
Gr
RY
n
PR

ee e
Bl en
Gr llow ue
Ye Green
C
TE
RY
IA
RT RY
IA
RT O
TE LO
SECONDARY
URS A tint is a result of black colour being added
to a Hue
Ex. : Shades of RED

Colour Wheel Shade

Meaning of Colours
Certain colors trigger certain emotions or associations. That's a fact. And so, by understanding the
general meanings of colors, we can carefully construct a palette that connects to shoppers in a positive
way.
Meaning of Colours
Certain colors trigger certain emotions or associations. That's a fact. And so, by understanding the
general meanings of colors, we can carefully construct a palette that connects to shoppers in a positive
way.
Colour Schemes
Complementary Colours
Complementary colors are
opposites on the color wheel.
They create a strong contrast
that can help a product stand
out.
For example: Blue and Orange
are complementary colors.
Analogous Colours
Analogous colors sit next to one
another on the color wheel.
Analogous color schemes are
not only pleasing to the eye, but
can effectively instruct the
consumer where and how to
take action.
For example: Orange, Yellow
and Yellow-Orange are
analogous colors.
Triadic Colours
Triadic colors are evenly spaced
around the color wheel and tend to
be very bright and dynamic.
It's important, with triadic color
schemes, to choose one color to be
the lead color and let the other two
function as supporting players. This
keeps the display from being too
frenetic, and helps create pathways
for directing attention where you
want it.
For example: Yellow, Red and Blue
are triadic colors.
Colour Schemes
Monochromatic Colours
A monochromatic color scheme
is comprised of variation of one
hue by adjusting the shades,
tones and tints.
Pastel
A pastel color is defined as any
hue with a high value (lightness)
and low to medium saturation
(the purity or intensity of the
color).
Neutral Colours
Also called "achromatic," neutrals
are colors that lack a strong hue.
The most common neutrals are
gray, black, white, brown, tan, and
off-white. Neutral colors combine
nicely with a bright accent color, or
work together to create a muted
color scheme.
Colour Stories
Complementary
Colours
Colour story of Yellow & Blue.
With this way different colour
stories can be displayed using the
colours, placed opposite on the
colour wheel
Analogous
Colours
Wall created continous using
the colours placed next to
each other in the colour wheel.
This is also a transition from
the cool to the warm colours.
Triadic
Colours
Red is the lead color on this wall, Yellow and Blue
function as supporting players.
With this way two colour stories can be displayed
in one big wall.
Colour Stories

Monochromatic Neutral
Colours Pastel Colours
ZONING
Zoning
This display technique ensures that the entire product range is visible from aisle through mid floor
to back wall. Also the fixture height needs to move from lowest to high and then wall visibility being
the highest.

•Tables are good for displaying folded items, ideal in the front of the section.

•Browsers for hanging can be at close to aisle as well as leading to the wall in a section.

•Gondolas for hanging and in some cases stacking should be in limited number in a section and not
in the center. They should be the last level of fixture towards wall

3
2 2
3
1
2
1
1

1 Fashion Ultimate &

Core 2 Fashion Basics
3 Fashion
Zoning
Understanding zoning in the layout

1 Kid s Wear

2 Women s Indian Wear

3 Women s Western Wear

4 Men s Casual Wear

3 4 5 5 Men s Formal Wear
1

Fixture Module Linear Feet Brand

The Floor plan or ML (Module Layout) or BDL (Brand Demarcation Layout) consists of zones (colour coded), Window display
areas, Cluster display areas, positioning & demarcation of fixtures and details of categories, brands, modules and dimensions.
Zoning
Hotspots in the store

Aisle
Aisle Aisle
1 Window Display
Aisle

Aisle
2 Cluster Display

3 Mini Catwalk

Aisle

After facade, windows are the first thing which catches the attention of the customers. This is the place where a potential customer
decides to get inside the store or not.
Once the customer is inside the store the second hotspot are the cluster display, where the looks and communications are presented
to influence the buying behavior.
The Third hotspot is the Mini catwalk, where we encourage the aspiration through visual representation..
Zoning
Touchpoints in the store

3 Fashion

2 Fashion Basics

1 Fashion Ultimate &

Core

Aisle

Aisle
1 Fashion Ultimate &
Core

2 Fashion Basics

3 Fashion

At the first touch point the fashion ultimates are displayed, second touch points are for fashion basics and the final
touch points are the walls where the high fashion merchandise are highlighted.
WALL ELEVATIONS
One Level Display [ Women s Indian Wear ]

To create a symmetrical wall elevation:

STEP 1 - Identification of center of wall has to be done.
STEP 2 - Mirror imaging of the wall has to be done on the both sides of center wall

For odd number of wall bays - Select the Middle Wall as reference point

1 Center 1 2 1 Center 1 2 3 2 1 Center 1 2 3 4 3 2 1 Center 1 2 3 4

SEASON SEASON SEASON

VISUAL VISUAL VISUAL

3 Wall Bays 5 Wall Bays 7 Wall Bays 9 Wall Bays

For even number of wall bays - Select the Middle 2 Walls as reference point

1 Center 1 2 1 Center 1 2 3 2 1 Center 1 2 3 4 3 2 1 Center 1 2 3 4

SEASON SEASON SEASON SEASON

VISUAL VISUAL VISUAL VISUAL

4 Wall Bays 6 Wall Bays 8 Wall Bays 10 Wall Bays

Two Level Display [ Mens Wear, Women s Western Wear, 8-16 Kids Wear ]

To create a symmetrical wall elevation:

STEP 1 - Identification of center of wall has to be done.
STEP 2 - Mirror imaging of the wall has to be done on the both sides of center wall

For odd number of wall bays - Select the Middle Wall as reference point
1 Center 1 1 Center 1 3 2 1 Center 1 2 3 4 3 2 1 Center 1 2 3 4

SEASON SEASON SEASON

VISUAL VISUAL VISUAL

3 Wall Bays 5 Wall Bays 7 Wall Bays 9 Wall Bays

For even number of wall bays - Select the Middle 2 Walls as reference point

1 Center 1 2 1 Center 1 2 3 2 1 Center 1 2 3 4 3 2 1 Center 1 2 3 4

SEASON SEASON SEASON SEASON

VISUAL VISUAL VISUAL VISUAL

4 Wall Bays 6 Wall Bays 8 Wall Bays 10 Wall Bays

Three Level Display [ 2-8 Kids Wear & Infants ]

To create a symmetrical wall elevation:

STEP 1 - Identification of center of wall has to be done.
STEP 2 - Mirror imaging of the wall has to be done on the both sides of center wall

For odd number of wall bays - Select the Middle Wall as reference point
1 Center 1 2 1 Center 1 2 3 2 1 Center 1 2 3

SEASON SEASON
VISUAL VISUAL

3 Wall Bays 5 Wall Bays 7 Wall Bays

For even number of wall bays - Select the Middle 2 Walls as reference point

1 Center 1 2 1 Center 1 2 3 2 1 Center 1 2 3

SEASON SEASON SEASON

VISUAL VISUAL VISUAL

4 Wall Bays 6 Wall Bays 8 Wall Bays

*In 2-8 Yrs Kids and Infants walls, Hanging of garments is mandatory.
 Denim Wall
Jeans has to be displayed following the below rules:
1 - Denim has to be displayed fit wise in columns (Vertical).
2 - Colour blocking has to be done from light to dark (Top to Bottom).
3 - All the fits has to be displayed in the hanging.
4 - Backlit Branding, Fit Guide, Fit Shelf talker (All Shelves) & Fit arm tags (All Arms) are mandatory.
5 - Bottom most shelves has t be used to display cut size display.

Light

COLOUR FLOW

Dark

4 Wall Bays 5 Wall Bays

This type of display can be done in case of
less number of options present in the store

6 Wall Bays 7 Wall Bays

 Chinos Wall
Jeans has to be displayed following the below rules:
1 - Denim has to be displayed fit wise in columns (Vertical).
2 - Colour blocking has to be done from light to dark (Top to Bottom).
3 - All the fits has to be displayed in the hanging.
4 - Backlit Branding, Fit Shelf talker (All Shelves) & Fit arm tags (All Arms) are mandatory.
5 - Bottom most shelves has t be used to display cut size display.

CHINOS Light
CHINOS CHINOS

COLOUR FLOW

Dark

4 Wall Bays
This type of display can be done in case of
CHINOS CHINOS less number of options present in the store

6 Wall Bays 7 Wall Bays

Mannequins
Mannequin Grouping

It is important that mannequins interact with each

other. Even the eyes should always focus on
something, such as another mannequin, to create a
more lifelike appearance.

Grouping models is a skill that will create something

that is gratifying for the customer to look at. A line of
ten models may not be inspirational; it may be better
if they were positioned more lifelike and interactive
rather than standing in a straight line.
Mannequin Grouping Window - 1:1 Aspect Ratio

Plan View
Width x Height
10ft X 10ft
Mannequin Grouping Window - 3:2 Aspect Ratio

Plan View

Width x Height
15ft X 10ft
Mannequin Grouping Window - 2:1 Aspect Ratio

Plan View

Width x Height
20ft X 10ft
Mannequin Grouping Cluster - 2 Mannequins

In order to achieve balance keep height/elevation difference between mannequins by using levelers
alternatively. They can be kept with difference in depth.

Option 1 Option 2
Mannequin Grouping Cluster - 3 Mannequins

In order to achieve balance try to form a pyramid or V shape pattern with the Height/Depth of the
mannequin placement.

Option 1 Option 2 Option 3 Option 4

Mannequin Grouping Cluster - 4 Mannequins

In order to achieve balance try to form a pyramid or V shape pattern with the Height/Depth of the
mannequin placement. Also we can form a zigzag pattern with the Height of the mannequins for
balance.

Option 1 Option 2 Option 3 Option 4

Mannequin Grouping Examples
Mannequin Grouping - Colour Flow
For colour flow and balancing, the colours has to be placed alternately.
- Colour placement in alternate mannequins. (Ref. Image 1)
- Create a alternate zig zag placement of colours and manequins (Ref. Image 2)
- Alternate colour placement on the mannequins (Ref. Image 3)
Mannequin Styling Checklist

 Adhere to color stories/theme as shown in the styling guides.

 If you do not have the exact product as shown in the merchandising guides, use a similar color or
style
 Avoid using basic merchandise. Use fashion and expensive product for dressing the mannequin.
 Ensure that you have enough sizes available in your store.
 Remember to iron/steam the product before you start styling.
 Always use the correct size on the mannequin
 Use layering as a tool to style the product but do not overdo it. Style to look as natural as possible.
 Pay attention to details - Pop collars, roll sleeves, roll pants/denim, open buttons etc.
 Remove the Security tags and hide the price tags.
 Style the mannequin cluster to fit well and cater to a particular age group or lifestyle
 Highlight interesting prints, design details etc.
 When using mannequins in the cluster display, do not forget to use shoes
 The mannequin dressing needs to be done only in the trial room.
 Don’t use damaged mannequins on the floor for display, Inform the RVM/CVM for further action
on it.
HANGERS
Hangers [ Women s Western Wear, Women s Indian Wear ]

Hanger Type : Top Hanger

Hanger Dimension : 42 Cm.
Category : Women’s Wear
Brick : Tees, Shirts, Jackets, Dresses,
Sweaters, Shrugs, Kurtis, Tops

Hanger Type : Bottom Hanger

Hanger Dimension : 37 Cm.
Category : Women’s Wear
Brick : Trackpants, Capris, Shorts,
Leggings, Palazzos, Skirts

Hanger Type : Top Hanger

Hanger Dimension : 37 Cm.
Category : Women’s Wear
Brick : Kurta Sets & Night wear
Hangers [ Women s Western Wear, Women s Indian Wear ]

Hanger Type : Top Hanger

Hanger Dimension : 28 Cm.
Category : Women’s Wear
Brick : Bras & Panties

Hanger Type : Top Hanger

Hanger Dimension : 17 Cm.
Category : Women’s Wear
Brick : Dupatta, Scarf
Hangers [ Women s Western Wear, Women s Indian Wear ]

Hanger Type : Top Hanger

Hanger Dimension : 45 Cm.
Category : Men’s Wear
Brick : Tees, Shirts, Jackets, Sweaters

Hanger Type : Bottom Hanger

Hanger Dimension : 31 Cm.
Category : Men’s Wear
Brick : Formal Trousers

Hanger Type : Bottom Hanger

Hanger Dimension : 41 Cm.
Category : Men’s Wear
Brick : Jeans, Shorts, Chinos,
Trackpants, Cargos, Capris
Hangers [ Kids Wear ]

Hanger Type : Top Hanger

Hanger Dimension : 38 Cm.
Category : 9-16 Boys and Girls
Brick : Tees, Shirts, Jackets, Dresses,
Sweaters, Shrugs, Tops

Hanger Type : Bottom Hanger

Hanger Dimension : 37 Cm.
Category : 9-16 Boys and Girls
Brick : Trackpants, Capris, Shorts,
Leggings, Palazzos, Skirts, Trousers,
Jeans

Hanger Type : Bottom Hanger

Hanger Dimension : 31 Cm.
Category : 2-8 Boys & Girls
Brick : Tops, Shirts, Tees
FOLDING TECHNIQUE & DENSITY
Folding Technique
Kurta/Kurti

STEP - 1 STEP - 2 STEP - 3

Place the Kurta/Kurti on Place the folding board Fold one side as shown
the folding table aligning to the center

Brick Fashion Ultimate/Core

STEP - 4 STEP - 5 STEP - 6
fold the other side as fold from the bottom till Fold again in half Kurta 9 Pcs 12 Pcs
shown the sleeve
Folding Technique
Leggings

STEP - 1 STEP - 2
Place the leggings flat on Fold it as shown
the folding table

Brick Fashion Ultimate/Core

Leggings 7 Pcs 7 Pcs

STEP - 3
Fold in Half
Folding Technique
Shirt

STEP - 1 STEP - 2
Place the Shirt flat on the Fold one side as shown
folding table

Brick Fashion Ultimate/Core

STEP - 4 STEP - 4 STEP - 5
fold the other side as Fold in half Fold in half, highlighting Shirt 8 Pcs 12 Pcs
shown the size tab in the front
Folding Technique
Polo T-Shirt

STEP - 1 STEP - 2
Place the Chinos flat on Fold it as shown
the folding table

Brick Fashion Ultimate/Core

T-Shirt 8 Pcs 12 Pcs
STEP - 3 STEP - 4
Fold the other side Fold it in half
Folding Technique
Crew Neck T-Shirt

STEP - 1 STEP - 2 STEP - 3

Brick Fashion Ultimate/Core

T-Shirt 8 Pcs 12 Pcs

STEP - 4 STEP - 5
Folding Technique
Chinos

STEP - 1 STEP - 2
Place the Chinos flat on Fold it as shown
the folding table

Brick Fashion Ultimate/Core

Chinos 8 Pcs 8 Pcs
STEP - 3 STEP - 4
Again fold it in half Highlight the fit patch in
the front
Folding Technique
Formal Trousers

STEP - 1 STEP - 2

Brick Fashion Ultimate/Core

Trousers 8 Pcs 8 Pcs

STEP - 3 STEP - 4
Folding Technique
Jeans

STEP - 1 STEP - 2

Brick Fashion Ultimate/Core

Jeans 8 Pcs 8 Pcs

STEP - 3 STEP - 4
Density
Fashion Ultimate & Core
Density
Fashion Ultimate & Core
Density
Fashion Ultimate & Core
FIXTURE CAPACITY
Fixture Capacity

U-Bar Straight Arm

4 Options 2 Options

Single Rail 4 Way Browser Shelf Step Arm

8 Options 8 Options 2 Options 2 Options
Fixture Capacity

Nesting Table Nesting Table Nesting Table

Tier 1 (Large) Tier 2 (Middle) Tier 3 (Small)
9 Options + 1 Signage 4 Options 3 Options
LIGHTING
About Lighting
Lighting is a strategic element of visual merchandising. Lights can be used to put the focus on products
that you want to move in terms of sales. It is important to showcase them by shining a light that will
enhance your product's colors, shape or size.

Importance of Lighting in the store

 Attracts and invites customers into the environment.
 Guides customers through the store.
 Draws their attention to specific products and allows for a
better examination and appreciation.
 Creates an atmosphere that helps customers relax, get
comfortable or excited.
 Affects moods, behaviors(people tend to follow bright
paths, brightness focuses attention and aids orientation) and
buying habits.
 Communicates the fact that you have a well established
merchandising strategy and that you want to offer them the
best experience. It can also communicate about the quality
of your products/services and even the price range your
store has to offer.
 Increases the chances of a sale.
Lights for Retail Store
Natural or warm white light is best for retail space, and a high-CRI (Colour Rendering Index*) LED light
will show colors most accurately. Illuminate aisles to guide customers through the store. Shoppers
shouldn't feel like they're lost in a maze. Give them a sense of direction to know how to get where they
want to go.

Types of ceiling lighting xtures

* Color Rendering Index (CRI) is the measurement of how colors look under a light source when compared with sunlight. The index is measured from 0-
100, with a perfect 100 indicating that colors under the light source appear the same as they would under natural sunlight.
Lights for Retail Store

Ambient, General or Overhead Lighting

The idea of ambient lighting is that it focuses strictly on the
background. It refers to the primary light source of the store.
The ambient in the store has to be relatively bright, so as to
make the shoppers feel comfortable, safe and guide them. It
has to accurately represent their physical appearance, just like
daylight would.

Task Lighting
This kind of lighting layer is used exclusively to illuminate a
specific area or for a particular task. It is called task lighting
because it provides a more focused beam of light to emphasize
details, merchandise or high traffic areas. These areas include
the entrance, signage, dressing rooms, client service desks or
checkout counters, the latter representing the final interaction
between customer and store employees.
Lights for Retail Store

Accent Lighting
Accent lighting is designed to emphasize the shapes, finishes,
colors and textures of merchandise inviting customers closer
to examine. It creates a more dramatic impression by using
focused or point light sources, at the same time it adds depth
and contrasts.
It rids your store of unwanted shadows and glares,This lighting
is designed especially for window displays, product displays,
decorated areas of the store, in shelving and display nooks and
even in display cases.

Decorative Lighting
This layer of illumination’s only purpose is to add a hint of elegance,
sophistication. It serves two purposes at once, lighting and decoration.
it helps emphasize the theme selected for the store decor, and it helps in fill any
shadows you may have in your store. It helps customers feel more at ease,
creating a more appealing atmosphere, making them want to spend more time
inside and, of course, could increase the chances of a successful transaction.
Lights for Retail Store

Display Case Lighting

Any kind of accessory or retail fixture can be fitted with lighting
and display cases are no different. It mostly depends on the
construction of the case itself and the merchandise you are
showcasing. It delights and attracts customers to take a closer
view of its contents.

Clothing Rack Lighting

The purpose is to draw customers closer to examine the
clothing you have on display. It comes in the form of accent
lighting, simply because the fixtures provide the required
mobility.
Types of Lighting Fixtures

Recessed Lighting Fixture

This type of ceiling fixture is called so because it is recessed
into the ceiling, simply put, it is installed above it. It is ideal for
ambient, task and accent lighting. It helps highlight certain
products or merchandise displays because it focuses the beam
of light onto the desired area.
Recessed lights are also adjustable to a certain degree, can be
pulled down or can come in the form of a panel.

Track Lighting Fixture

This type of fixture is suspended or extends down from the
ceiling. It generally represents several light heads placed on
some kind of track or bar. The trajectory of these heads is in
most cases adjustable to various angles, providing you with a
versatile lighting solution. This versatility makes it perfect for
task, accent and even overhead lighting.
Types of Lighting Fixtures

Pendants
Pendant lights are the ones that are suspended directly from
the ceiling. They are used in general over display tables and
counters or for the general illumination. They are perfect for tall
ceilings, simply because the cables can have the required
length to perfectly illuminate your store. The main applications
for this type of ceiling fixture are in general lighting and task
lighting.

Chandeliers
Chandeliers represent a cluster of lights, set in a specific
pattern, designed to direct the light upwards, downwards or in
a diffused manner. They emit a bright warm light that can
emphasize the interior design of your store, as well as enhance
the appearance of your merchandise. Chandeliers are used to
provide ambient lighting.
Types of Lighting Fixtures

Wall sconces
Perfect for both ambient and task lighting, wall sconces, in
general, direct light vertically, either upwards or downwards.
They are used both for exterior and interior illumination, being
able to emphasize any architectural details of the building
exterior as well as merchandise, interior design elements and
any other area you may want to attract attention to.
It is used for task, accent and sometimes for general or ambient
lighting

Under Cabinet/Table/Counter/Shelve Fixtures

These types of fixtures are placed under cabinets, tables or
other functional surfaces. They are designated for either task,
decorative or accent lighting, it depends on where you place
them. In retail they are mostly situated under check out
counters, display tables, display cases, shelves or in wall niches.
Types of Lamps

Incandescent
Typically the least expensive choice, incandescent bulbs emit a
warm white 2700 Kelvin glow. They also have a high color
rendering index (CRI), so colors illuminated by this type of light
appear truer. However, they are the least energy efficient
choice and have a relatively short lifespan. Although
incandescent can be good for general lighting, most store
owners prefer the longer life of other technologies.

Halogen
A step up from incandescent bulbs, halogen lamps use about
30% less energy to help cut down the energy costs. They emit a
warm light around 3000 Kelvin that is slightly cooler than
incandescent. Like the incandescent light bulbs, halogens also
have a perfect CRI. Unfortunately, halogens also have a fairly
short lifespans.
Types of Lamps

Fluorescent
Popular choice for general lighting, fluorescent bulbs use less
energy and last longer than incandescent and halogens.
Fluorescents have the advantage of coming in a wide range of
color temperatures. The CRI of fluorescent bulbs tends to be
subpar, typically less than 80. While popular for general
lighting, fluorescents should not be used for display lighting or
in shop windows.

LED
The most versatile and energy efficient option, LED lighting can
be used in any or all areas of a retail store. This type of lighting
can be found in almost any color temperature, and though it
may not be as good as incandescent or halogens, LED light
bulbs can have a CRI of over 90. Despite a higher upfront cost,
LED lighting pays for itself through energy savings and fewer
replacements.
Light Power or Strength
Lux or Foot-candles is a unit used to measure the intensity of light hitting a surface, typically a wall or
floor in a lighting design. One lux is equivalent to one lumen per square meter. The higher the lumens,
the bigger the foot-candles will be.
The power of a light bulb is measured in Lumens while the amount of generated light is measured in
Foot-candles or Lux. The higher the lumens, the bigger the foot-candles will be. The image below shows
how these two units are measured.

1 LUX = 1 Lumen / m2

High LUX Level Low LUX Level

Light Power or Strength
LUX level for different spaces
 100 lux – This level of light is sufficient for lifts, corridors and stairs. It is good enough to get around
without injuring yourself and see where you are going.
 150 lux – Restrooms and plant rooms require this level of light. Again this is not particularly bright but
good enough for simple tasks.
 200 lux – Entrance areas and lobbies require this level of light, and it is also the minimum for a
restaurant dining area.
 300 lux – Assembly Areas, like halls require at least 300 lux

LUX level for retail space (TRENDS speci c)

500 lux – Retail spaces should have this as a minimum light level, as should general office spaces. This
level should be suitable for prolonged work on computers, machinery and reading.
600 - 800 lux - Aisle Space
1500-1800 lux -Cluster display, Wall bays, Floor fixtures
1800-2000 lux - Trial rooms, main entrance lobby
2400-3000 lux - Window displays
Light Focus
Center
2-3 Ft Radius 2-3 Ft Radius

Eye Level

Correct
Incorrect
The lights in the aisle shouldn t focus beyond 3 feet distance, It reduces the impact of light and also creates glare to the eyes of the
customers.
Light Focus
2-3 Ft Radius More than 3 Ft Radius
Vertical center

Correct Incorrect
The lights in the aisle shouldn t focus beyond 3 feet distance, It reduces the impact of light and also creates glare to the eyes of the
customers.
Light Focus
2-3 Ft Radius More than 3 Ft Radius
Vertical center Vertical center

Correct
Incorrect
The lights in the aisle shouldn t focus beyond 3 feet distance, It reduces the impact of light and also creates glare to the eyes of the
customers.
Light Focus
2-3 Ft Radius 2-3 Ft Radius More than 3 Ft Radius Less than 2 Ft Radius

Correct Incorrect
The lights in the window shouldn t focus beyond 3 feet distance, and shouldn t be less than 2 feet.
Too close light will overexpose the merchandise and the detail will be lost. Too far positioning of light will underexpose the details.
UNDERSTANDING MOCKSHOP
Understanding Mockshop
Cover Page Plan View

This page represents the number of fixtures

plotted in the respective module, and the
zones created for bricks/collection.
Business Format
Brand/Category
Fixture Module

Season & Hit

Understanding Mockshop
Brand Layout/Perspective View Pictogram

This page represents the over all look of the This page represents the
category in terms of zoning and colour fixture planogram along with
blocking/capsule. the fixture positioning. Fixture Positioning

The Generic code, colour ways

and density is also mentioned
with the image of the
merchandise.
Handbook of