VISUAL MERCHANDISING REPORT
POORVI ARORA FASHION COMMUNICATION
NATIONAL INSTITUTE OF FASHION TECHNOLOGHY, MUMBAI 2008‐2012
CONTENTS
Acknowledgement
Analysis of Window Display
Suggestions and Recommendations
Comparison of Competitive Brands
Conclusion
ACKNOWLEDGEMENT
I would like to thank, Wills Lifestyle, for giving me an opportunity to gain a clear understanding as to how the VM of a store is done and the minor points involved with it.
Expertise comes with experience and I am grateful to my mentor Mr. Deepak Chakravarty, whose constant guidance and support has helped me in furnishing this project. I now am more equipped in this field and have gained practical knowledge about Visual Merchandising, which will certainly benefit me in future.
I am sure the suggestions and points discussed will be of value to the brand and will be executed as well.
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SUGGESTIONS
From the study of the other brands along with the experience of working at the store, a few points were identified which are mentioned here. An attempt has been made to come up with a few suggestions which would help in increasing the effectiveness of the store as well as the brand. SIGNAGE In any major store today, one’s eyes are drawn to a variety of sign messages, each competing for the customer’s attention. Not only are they informative, they are eye‐catching, the work of graphic artists. Signs are the communication messages that move the shoppers through the merchandize section and purchasing stages.
The sub – brands Wills Classic, Wills Sport, Wills Club, and Wills Signature can be advertised separately to increase the awareness these brands. This can be done by putting up separate, easily movable (to facilitate regular change in VM), signage for each brand showing their respective logos, within the store.
LIGHTING Another way of creating a visual distinction is by having different lighting for different areas. For example, Wills has different sub‐brands such as Club Wear, Sports Wear, Classics and Signature. Each of these categories can be distinguished by having different kinds of lighting for them.
PROPS A window display with props gives a deeper meaning to the theme on display. Therefore a theme such as Street Café can be made interesting by adding some props and elements that define the theme. Also for the Autumn/Winter window, more suggestive props can be used rather than just star lights. It will be easier for a customer to relate to it.
Apart from the window, props can also be used for creating in‐store ambience. For example, Wills Sports can be identified with some sports equipment like bat and ball; Wills Club can be identified by a disco ball etc.
CIRCULATION Space to move around is an essential part of a good VM. A customer must not feel stuffy and the store should not look congested. It was observed that the floor fixtures, of most of the stores, were blocking the circulation of the customer. This needs to be checked regularly and proper circulation pattern needs to be maintained.
IN STORE AMBIENCE However well a store window is done, it does not help enough if the store interiors are not in line with the window. The theme reflected outside should have some continuation inside the store as well. The store should reflect a similar message inside as well as outside and reflect the theme. For example, if the Autumn/ Winter window display has stars, lights and graphics then the same should be put up inside the store to give a complete message of the theme. The Street Café theme can also be continued inside the store by adding similar graphics and props as those in the display.
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CONCLUSION
Wills keeps a subtle profile as far its visual image is concerned. However, I feel, it is necessary that it advertises its sub brands individually so as to increase sales. Also the suggestions discussed above will be of importance to have a deeper impact on the customers. Observing customer reactions inside the store one can see that the consumers often feel lost inside the store and find no relevance of the outside window to the in‐store ambience.
Wills Lifestyle has a huge potential market and is one top brands in the country. Having a strong visual impact through better VM would help it achieve greater heights in the minds of the consumers.
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