Pantaloons visual merchandising
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Transcript of Pantaloons visual merchandising
Visual Merchandising
Divya Manivannan
Masters In Fashion Management, NIFT
About Pantaloons
- 1997 at Calcutta
- Aditya Birla Nuva Ltd
- Shital Mital – CEO
- India’s Most Trusted Brand
- Competitors – Max & Reliance
- 103 Large format stores
- 26 Factory Outlets
Brands at Pantaloons……
Organizational Structure……
Retail Hierarchy
VM Hierarchy
Store Exterior……
Elements of
Store Façade
- Totem
- Standee
- Flag polls
- Branding
- Façade Visual
- Other back lit/
front lit
- Entrance Stambh
- Entrance Arch
- Atrium
Store Facade
Sensomatics
Regional Branding
Canopy Structure
Backlit Boxes
TotemSale Vinyl
Place Holder
Logo
Branding
Store Facade……
Store Entrance
Flag Pole
Canopy Branding
Branding
Façade Visual
Graphic Window
Trend Flash Window
Store Facade……
Store Facade
Sensomatics
Entrance Arch –
Backlit Flex
Logo
Mall Facade……
Mall Facade
Entrance Arch –
Backlit Flex
Façade Visual
Sale Window Flag Pole
Canopy BrandingSale Logo
MC Window -
Sale Strip & Logo
Mall Entrance……
Mall Entrance
Sensomatics
Entrance Stambh –
Salebin Backlit Flex
Cluster with dropdown
Store Window……
PodiumBase Podium
Levelers
Vinyl Backdrop
Drop Down
Store Window
- Merchandise
Category
- Trend Flash
Elements of
Store Window- Mannequins
- Backdrop
- Leveler
- Podium
- Base Podium
- Lectern
- Props if any
- Lighting
Store Window - Trend Flash Window
Store Window – Merchandise Category Window
Store Window……
Theme - Denim
Drop down
Window Visuals
Open Back Window
Store Entrance……
Entrance Cluster
Drop Downs
Entrance
Cluster
Standee
Elements of
Store Entrance
- Entrance
Cluster
- Sensomatics
- Entrance
Standee
- Place holder
- Sale bin
- Mall Atrium
Focal Points
Sale Logo
Store Interior……Mannequins
Different types of mannequins used at
Pantaloons
- Standing Mannequins (male &
female)
- Sitting Mannequins (male & female)
- Half bust forms (male, female &
kids)
- 3/4th bust forms / torso (male,
female & kids)
- Leg forms (male & female)
- Toe form (accessories)
- Hip form (Intimate wear)
- Kids mannequin (standing, sitting,
boys & girls)
Mannequins Grouping
- Cluster & Focal Point
- Window
Semi realistic featured
mannequins
Store Interior……Mannequins
Focal Point - After Focal Point - After
Focal Point - Before
Store Interior……Fixtures
Floor Fixtures
- Nesting table
- 3-tier nesting table
- 2-tier nesting table
- Perforated nesting table
- Pigeon hole nesting table
- Peg hook spinner
- Pigeonhole gondola
- Dupatta stand
- Two way browser
- I way browser
- Water fall fixture
- 2 feet shelves
- T – bar
- 4 way browser
Wall Fixtures
- Slat wall
- Pigeonhole wall
- Wooden plank wall
- Lamella wall
- Glass slat wall
- Metal Bracket wall
- Waterfall
- Step arm
- Straight arm
- T-bar
- Two feel shelf
- Peg hooks
- Glass shelves
- Metal bracket shelves
Store Interior……Graphics & Signage’s
General Signage’s
- Promotional signage
- Directional signage
- Institutional signage
- Informational signage
Communicational Signage’s
- Fashion Pricing
- Power Pricing
- Fashion Communication
- New Arrival
Informational Signage - Availability
Store Interior……Signage’s
Informational Signage
– Store Timings
Informational Signage -
Symbols
Store Interior……Signage’s
Fashion
Communication
Power Pricing
Directional Signage -
Symbols
Visual Merchandising POP Display & Prints..…
Visual Merchandising POP Displays
- Sign holders and frames
- Countertop & floor fixtures
- Custom graphics
- Letters and decorative
- Jewelry displays
- Accessory displays
- Shoe displays
- Slat wall and profile displays
- Levelers, shelves
- Other display cases
- Product display stations
Point 0f sales
display
Lectern
Point 0f sales
display
Promo - dropdowns
Visual Merchandising POP Display & Prints..…
Visual Merchandising POP Prints
- Vinyl – Solvent and eco solvent
- Flex – Backlit and front lit
- Sun board
- Danglers
- Drop downs
- Wobblers
- Other Signage’s – A4/A5
- Shelf talkers / Size talkers
- Tent cards
- Browser tagsPoint 0f sales
display
Acrylics
Visual Merchandising POP Display & Prints..…
Backlit Flex
Entrance Arch
Logo Sun board
Vinyl pasting
Logo Sun board
Vinyl sale strip
Store Exterior Displays & Prints Entrance Arch Display & Print
Sun board Dropdowns
A5 Signage on AcrylicShelf talkers on 250gsm
Sun board Wall display Units
Printed signage
on acrylics
Lectern
Sun board Dropdowns
Focal Point Display & Print
Visual Merchandising POP Display & Prints..…
Section or Brand wise Display & Print
Store Interior Displays & Prints
VM Standard Operating Procedures ..…
- About the collection
- Key highlights
- Mood board / theme board
- Section look
- Wall look with article no
- Props
- Floor details
- Zone wise display
- Wall elevation and fixtures
- Coordinates for mannequin
- Model store setup
- Comm- highlights
- Color story references
Planogram for EOSS – Wherein Model store planogram
will have detailed information including article number
and color story according to wall profiles
Merchandise
Presentation Manual
VM Standard Operating Procedures ..…
Planogram for EOSS – Wherein Model store planogram will have detailed information including
article number and color story according to wall profiles
Merchandise Presentation Manual – End Of Season Sale
VM Standard Operating Procedures ..…
Merchandise Presentation
Manual Standards
Product Presentation
Manual
- Merchandise replenishment
- Color blocking
- Size blocking
- Fixture capacity
- Hangers SOP
- MPM/Planogram wise display
- Fashion communication
- Bust form merchandise
availability
- Steam ironing
- Section hygiene
- Brief about the brand
- Brief about current collection
- Key highlights
- Mood board
- Collection cataloguing
- Color story adapted – story/sub
- Collection name
- Unique selling proportion
- Coordinates
- Available options
- Wash care
VM Standard Operating Procedures ..…
Color Blocking
VIBGYOR
Color Blocking
Color Blocking
Contrasting
VM Standard Operating Procedures ..…
Color Story
Blue and Black
Color Story or Theme - Wall
VM Standard Operating Procedures ..…
Fixture Capacity
30% Increased
Fixture Capacity
During EOSS
VM Standard Operating Procedures ..…
Hangers – Standard Operating Procedures
Uniform Hanger
Balance
Uniform Hanger
Placement
Uniform Hanger
Direction
Same Merchandise displayed
near the focal point
Contrasting color
story followed
with red and
black
Focal Point
Mannequin Handling & Styling..…
Guidelines
- Mannequin Handling
- Mannequin Styling
Mannequin Styling
- Current Trend
- Color Story
- Merchandise Availability
- Accessories
- Complete Look, Coordination
with merchandise
Mannequin Handling & Styling..…Color Story
Entrance
Cluster
Entrance
Cluster
Color Story
Black & White
Color Story
Black & Red
Why color
story ???
Contrasting &
Combination
Visual Merchandising Dockets..…
VM Docket Contents
- Design
- Adaptation
- Detailing
VM Docket Types
- Window
- Mannequin Styling
- Visibility Plan
- Merchandising
Guidelines
- Model StoreDimension wise – Rectangular Closed Back
Window 20 ft * 10 ft
Window Docket
Visual Merchandising Dockets..…
Specification & Adaptation
Guidelines according to
Window Dimensions
Visual Merchandising Dockets..…
Step by Step Detailing
Guidelines on Print Media,
Dimensions and Placement
Visual Merchandising Dockets..…
Window Styling Docket
Visual Merchandising Dockets..…
Final Window Implemented
Visual Merchandising Dockets..…
EOSS Visibility Plan
Docket
Façade Implementation and Visibility with
Specification
Visual Merchandising Dockets..…
Store Interior Implementation
and Visibility with Specification
Visual Merchandising Dockets..…
Flat 50 - Store Interior
Implementation and Visibility
High Visibility Points
A5 Signage’s
Size Talkers
Visual Merchandising Dockets..…
Flat 50 - Store Interior
Implementation and Visibility
High Visibility Points
A5 Signage’s
Size Talkers
Dropdowns
Visual Merchandising Dockets..…
Flat 50 - Store Exterior
Implementation and Visibility
Totem
Vinyl with logoPlace.H and logo
Sales Strip &
Sensomatics
Entrance Cluster &
Dropdowns
VM & Vendor Management..…
Printing & Pasting Vendors
- Budgeting
- Costing
- Zonal Approval
- PO & Invoice
- Rate Card
- Inward & Outward Bills
Square feet = Width * Height / 144
Grand Total = Total square feet
+ Total square feet vat
+ Total pasting charges
+ Total pasting vat
Example on Costing for Prints
Visual Merchandising Checklist..…
Daily
Maintenance
Checklist
Daily Maintenance Checklist
- Façade/Window/Focal
point/Cluster as per Docket
- Mannequin Styling
- Availability of merchandise
displayed on mannequin
- Merchandise as per MPM
- VM SOP and Model Store
- VM Communication at every
section
- Appropriate Signage’s
- Branding at Cash Point/CSD
- Graphics at Negative Spaces
- Acrylics & Back Stock
Maintained
- Sufficient Lighting
- Cleanliness and Hygiene
Visual Merchandising Checklist..…
Visual Communication Checklist
InteriorExterior
Visual Merchandising Checklist..…
Merchandise Presentation Manual Standards
Checklist
Ethnic Department
Merchandise Display Techniques..…
Frontal
Display Stacking
Side-out
Display
Wall Display Units
- Hanging
- Stacking
- S-Hook
- Rolled
Table Display Units
- Fashion Tables
- Power Pricing
Frontal
DisplayS-Hook
Rolled
Display
Merchandise Display Techniques..…Hanging
Sleeve wise & Color wise
- Hangers SOP
- Sleeve wise
- Color wise
- Coordinated look
- Style wise fixtures
Merchandise Display Techniques..… StackingTable Display Units
Fashion Display
- Product Specific
- Coordinated look
Power Pricing
Fashion Table Display
Vertical and Horizontal Folding
Visual Display Arena ..…
• Store layout
• Section plan
• Zone plan
Store Layout Plan
Visual Display Arena ..…
Section Principles
Demarcation
Section Layout Plan
Visual Display Arena ..…
Zone wise plan
Thank You