GRADUATION RESEARCH PROJECT

On
Competitive study of season changeover of VM & promotional Strategy of central
mall & shopper stop

SUBMITTED BY
Mukesh Dhurve

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
(Ministry of Textiles, Govt. of India)
GH-0 Road, Behind Info city
Gandhinagar- 382007 Gujarat
http://www.nift.ac.in
may 2016

ACKNOWLEDMENT

DELARATION

CHAPTER - 1

INTRODUCTION OF THE PROJECT

PURPOSE OF THE PROJECT
ABOUT RETAIL INDUSTRY
ABOUT FUTURE GROUP
RETAIL FORMATS OF FUTURE GROUP
COMPANY PROFILE
ORGANISATIONAL STRUCTURE OF FUTURE GROUP
KEY FACT ABOUT FUTURE GROUP
PROBLEM DEFINITION
RESEARCH GAP
LITERATURE REVIEW
FUNCTIONS OF VISUAL MERCHANDISING
ROLE OF VISUAL MERCHANDISING
PLANOGRAM
RETAIL STORE WINDOW
OBJECTIVES OF RESEARCH
RESEARCH METHODOLOGY
SOURCES OF DATA COLLECTION
NATURE AND SCOPE OF STUDY

CHAPTER - 2

INTRODUCTION OF CENTRAL MALL

FACTS ABOUT THE STORE

STORE LAYOUT
LADIES CONCEPT
MENS CONCEPT
CHILDREN CONCEPT
STORE IMAGE
STORE DESIGN
EXTERIOR DESING
STORE NAME
VISUAL TRADEMARK
STORE FRONT
EXTERIOR ARCHITECTURE
ASPECTS OF VM AT CENTRAL MALL
MERCHANDISE PRESENTATION
WALL & FLOOR FIXTURES
SIGNAGES

CHAPTER-3
IMPLEMENTATION OF SEASON CHANGE OVER OF VISUAL MERCHANDISING
AT CENTRAL MALL

FASHION SEASON
SEASON IN APPAREL RETAIL
SEASON CHANGE OVER
SEASON CHANGE OVER PROCESS OF CENTRAL MALL
IMPLEMENTATION OF SEASON CHANGE OVER AT CENTRAL MALL
COSTING OF VARIOUS MEDIAM USED IN CHANGE OVER
TOTAL COST OF SEASON CHANGEOVER OF CENTRAL MALL

CHAPTER 4
SUGGESTIVE

PLAN

FOR

SEASON

CHANGE

OVER

MERCHANDISING FOR CENTRAL MALL SPRING/SUMMER -2016

INTRODUCTION
CLUSTER CREATION
PILLAR VISUALS
MANNEQUINS WITH POSTERS
ESCALATOR SIDE WALLS
THEMES FOR DISPLAY
MANNEQUIN STYLIN

OF

VISUAL

CHAPTER 5
COMPETITION ANALYSIS AND CONSUMER SURVEY ON SEASON CHANGE
OVER OF VISUAL MERCHANDISING OF CENTRAL MALL AND SHOPPER STOP
MARKETING & PROMOTION OF SS-16
WINDOW DISPLAY AND FOCAL POINTS
MERCHANDISE PRESENTATION
CONSUMER SURVEY FOR COMPETITIVE ANALYSIS OF SEASON CHANGE
OVER
RESEARCH METHODOLOGY
DATA COLLECTION FROM PRIMARY SOURCES
DATA COLLETION FROM SECONDARY SOURCES
QUESTIONNAIRE
ANALYSIS
ANALYSIS OF IMPACT OF SEASON CHANGE OVER ON CUSTOMERS
COMPARATIVE ANALYSIS OF IMPACT OF SEASON CHANGE OVER ON
CUSTOMERS
FINDINGS & CONCLUTIONS
RECOMMENDATIONS

EXECUTIVE SUMMARY
Visual Merchandising is everything the customer sees, both exterior and interior,
that creates a positive image of the business and results in attention, interest, desire
and action on part of the customer There is a growing recognition of the need for an
effective Visual Merchandising But even as it continues to grow, the understanding of
Visual Merchandising impact and effectiveness is still in its infancy. The project deals
with components of Visual Merchandising and its influence on customer purchasing
decision. The study is conducted at Central mall, Ahmedabad. The study is based on
how the visual merchandising components such as Colour and Lighting, Props and
Decorative items, Fixtures and Hardware, Store Design and Display and overall
ambience of the store plays a vital role in influencing the purchase decision making
of the customer.
This research project concentrate on effectiveness of season changeover of visual
merchandising at central mall and comparing the same with shoppers stop
Ahmedabad. The effectiveness of season changeover of visual merchandising of has
been analyzed by understanding the various aspects of changeover at central mall.
as the season in the fashion calendar change and the store progress from autumnwinter to spring summer the store has to be given a refreshing look and fell to
communicate the arrival of new season merchandising in the store .this is done by
putting the current season photo-shoot poster, new window, theme display of
merchandising according to the season. The centralized planning for VM is done at
the regional office then plan is executed at central mall.
The major outcome of the this project is to come up with an S/S 16 season
changeover plan of visual merchandising for central mall, club and proposing some
idea to tackle the VM season changeover problems at present, central mall is facing
few problems like escalating cost of the season change over not able to create
footfalls, use of only colour blocking concept for highlighting the garments, lack of
focal point cluster, and use of only one type of mannequins. The visual
merchandising mechanism that are being used at central in order to provide a
refreshing look to the store for SS- 16 and thereby achieve higher walk- ins and

more consumers. Second phase was to compare the season changeover

mechanism of central and shoppers stop and analyse the effective of season
changeover on customer and third stage was to propose a plan for SS-16 VM
season changeover for central.

PURPOSE OF THE PROJECT

The main purpose of the project is to understand the various practical aspects of
visual merchandising season changeover in multi brand retail format central, a
division of future group in the field of retail, visual merchandising proves to be a lot
different from the aspects that just contribute to the visual appeal of the mall to
understand how exactly the process of visual merchandising season changeover
happens in the store and carrying out a comparative study with similar multi brand
retail format i.e. shopper stop is the basic purpose with which the research is being
conducted.
The other major purpose of the research was to know the execution process of
visual

merchandising activities which majority includes execution of VM themes of

the store. After understanding the VM execution process, it is easy to make

comparisons and hence understand the scope of improvement.
ABOUT RETAIL INTRODUCTION
Retailing visual merchandising at central mall
Retailing consists of those business activities involved in the sales of goods and
services to consumers for their personal, family or household use. The field of
Retailing is both fascinating and complex. It has enormous impact on the economy,
in Distribution and its relationship with companies that see goods and services to
Retailers for their resale or use Retailing is the final stage in the distribution process,
it Does not necessary have to include a .retailer, Manufacturers, importers, non-profit
Firms, and wholesalers, and other organization are also considered as retailers
when They sell goods and/or services to final consumers. Competition in the retailing
scene has intensified manifold for the past few decades, generally as a consequence
of new Technologies, more sophisticated management practices and industry

consolidation. There has been a significant amount of studies that examine the
issues of retail Channel management and retail marketing strategies. Consumers
refer to individuals who buy products and services for themselves.

TYPES OF RETAIL OUTLETS

The emergence of new sectors has been accompanied by changes in existing
Formats as well as the beginning of new formats:
Hyper marts, typically 8,000sq.ft and more
Large supermarkets, typically 3,500-5,000 sq. ft.
Mini supermarkets, typically 1,000-2,000 sq. ft.
Convenience stores, typically 750-1,000sq. ft.

RETAIL FORMATS IN INDIA

Malls
The largest form of organized retailing today, Located mainly in metro cities, in
proximity to urban outskirts Ranges from 60,000 sq ft to 7,00,000 sq ft and above.
They lend an ideal shopping experience with an amalgamation of product, service
and Entertainment, all under a common roof Examples include Central mall,
Shoppers Stop, Pantaloon, Big Bazaar, Reliance, Specialty stores.
Discount Stores
As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at The
season. The product category can range from a variety of perishable/ non-perishable
goods.

Department Stores
Large stores ranging from 20000-50000 sq. ft, catering to a variety of Consumer
needs. Further, classified into localized departments such as clothing, toys, Home,
groceries, etc.
Hyper Marts/ Super Markets
Large self-service outlets, catering to varied shopper needs are termed as
Supermarkets. These are located in or near residential high streets. These stores
today Contribute to 30% of all food & grocery organized retail sales. Super Markets
can further be classified in to mini supermarkets typically 1,000 sq ft To 2,000 sq ft
and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. Having a strong
focus on food & grocery and personal sales
Convenience Stores
These are relatively small stores 400-2,000 sq. feet located near residential Areas.
They stock a limited range of high-turnover convenience products and are usually
open for extended periods during the day, seven days a week. Prices are slightly
higher due to the convenience premium.
MBOS
Multi Brand outlets, also known as Category Killers, offer several brands across a
single product category. These usually do well in busy market places and Metros.

ABOUT FUTURE GROUP

Founded by 1987 Kishore biyani is an Indian businessman. He is chief executive e
officer of future group, and managing director of pantaloon retail. The future has
successfully grown into one of the largest and most successful retail organisation in
the India; the group employs over 80,000 people.
Future group has a number of businesses across the retail, financial and service
industries.

Financial
Future capital holding
Future general
Future venture
Services
Future innoversity
Future supply chains
Future brands
Retail
Central mall
Big bazaar
Brand factory
Pantaloon retail India
Food bazaar

RETAIL FORMATS OF FUTURE GROUP

Central mall

- seamless mall and first of its kind in india including fashion apparel

and accessories

footwear, fragrances, cosmetics, home article etc.

Pantaloons pantaloons India is one of the leading retailer stores of Indian, which
operates numerous formats of retail both in the lifestyle and value segment of the
consumer market in India.
BIG bazaar -big bazaar is a chain of hypermarket in India. Its offers a wide range of
merchandise including fashion and apparels, food product, general merchandise,
furniture, electronic, books, fast food, etc.

E ZONE E- Zone is not only about show casing the electronics product and
gadgets but providing a

complete shopping experience through touch and fell

Home town - it provides like electrical, plumbing, interior, decoration, painting etc.

ORGANISATIONAL STRUCTURE OF CENTRAL MALL OPERATIONS TEAM

ORGANISATION CHAT
MALL MANAGER

- Mr.Gourav Bandawala

MARKETING MANAGER

-Mr. Anshul jha

REGIONAL HEAD

- Mr.Ashish gargi

HR MANAGER

- Mr. Kailash vanchani

VM MANAGER

- Mr. Rohan singh

WAREHOUSE MANAGER

- Mr. Akash trivedi

DEPARTMENT MANAGER

- Mr. Pranab kakkad

DEPARTMENT MANAGER

- Mr. Ricken

DEPARTMENT MANAGER

- Mr.kuldeep lulla

DEPARTMENT MANAGER

- Mr. Chandresh Karvela

HEAD CASHIER
CSD Manager

- Mr.Nimesh patel
-Alpesh raval

KEY FACTS ABOUT CENTRAL MALL

Showing the detail of central mall
Type
Industry
Founded
Headquarter
Key person
Parent
Slogan
Employees

Private
Retail
2001
Mumbai
Kishore biyani CEO & chairman
Future group
Brand.new
25000 people

PROBLEM DEFINITION
In the modern scenario success of a fashion retail store/is mainly depends upon its
visual merchandising. VM create an image of the store in minds of customers. Retail
space is an investment so it is important to use the retail space wise to attract and
retain customers this can be done by effective implementation of season changeover
of visual merchandising.
One of the most challenges faced by central mall is the competition from shopper
stop due the store being too spacious the implementation of season changeover
some process. This project aims at understanding the effective implementation of
season changeover of visual merchandising for spring/summer 2016 to attract the
customers at the same time comparing it with shopper stop and thereby analysing
the success in terms of customers footfall and sales.

RESEARCH GAP

Season changeover in visual merchandising helps the store in keeping its image
fresh and revitalised at the same time helps in effectively communicating with the
customers about the arrival of new merchandise. The whole process of season
changeover involves a huge cost and there exist a research gap between
implementation of season change over and its impact on the customers.

LITERATURE REVIEW
Visual merchandising plays a vital role in fashion industry because it makes store
more beautiful and attractive. Visual merchandising is image of a fashion store.
People are using different types of displays for their store to make it more beautiful
and customer friendly. In other words VM is ornament of store.
Everything that can be use for display of garments or products in the store are
considered to be elements of VM, like mannequin, visual, garment, window,
hangings, standee, colours, theme, and anything which can be used for display.
Visual merchandising may be used for decoration of store or suggestion of different
styling to customers or may be both selections of displays is done on following basis
of:
It should be store image
It should enhance the attractiveness of the store
Visual merchandising is basically displaying the merchandise with collaterals
(products intended for experience, sale or promotions) effectively in a retail store to
create positive impact for the customer leading to positive and improved sales. VM is
the science of making customer journey easy and fruitful for the purchase.
Everything that meets the eye of the customer is a part of visual merchandising.
Visual merchandising and store dosing is an important component in atmospheric
management. it includes both store exterior and store interior includes window
display, retail premises and front where as store interior includes store layout,
fixtures and fitting, wall display and store highlights. Also, there are components
governing both store exterior and interior, which includes colour co-ordination,

lighting design and the application of design principles, if retailers want to project the
best side of this company ,a good selection of the visual merchandising with a
detailed consideration of proper cooperate expressions are vital. A result, customer
can receive the intended message of retailers through different kinds of theme a
style developed from appropriate visual merchandising strategy, to sum up, visual
merchandising helps maintaining the overall image of a retail store in consumers
mind.
Apart from retail identity building, visual merchandising is regarded as a powerful tool
in shaping consumers final decision inside a store. VM focuses on various aspects of
consumers, which include sensory pleasure, window display play a vital role in
affecting store entry decision as it is very important information cue for consumers.
A better part of any successful study owns to the secondary research of published
works. A brief idea of what was already done will provide wonderful insights about
how it can be taken to the next level. Shopping has transformed from necessity to an
adventure. Its more of an experience, opportunity for celebration. No more days of
making a shopping list and going to kirana store buy grocery or planning the
shopping and go to the named store. Shopping is a breakthrough from the tight
schedule, time to break free and got to the mall.
The double conversion theory talks about visitors converting into shoppers and
shoppers ultimately in to buyers. A good display makes people walk into the store
and also helps in making them, browsing through the merchandise offer by the store.
There is considerable increase in middle class Indian families followed by increase in
purchase power which leads retailers to find new and creative ways to attract
customer of different segment to buy goods and service for which visual
merchandising, store design and space management plays a very important role
introduction of slotting allowances which necessitate payments by manufactures to
retailers for providing shelf space for new products become relevant in this context.

Function of visual merchandising

Encourage the shopper to enter the store

Establish, promote, and enhance the store visual image
Establishing linkage between fashions, product design and marketing by

keeping the product in prime focus.

Entertain customer and enhance their shopping experience. Introduce and

explain new products

Create an emotional connect between the viewer and the display
Educating the customers about the product/service in an effective and

creative way
Sell by showing and promoting the product.

Role of visual merchandising

Visual merchandising plays a significant role in the following:
Window display
Faade
Entrance
Location of store
In store displays
Store design: colour schemes, floor covering, fixtures
Signage/logo/ ticketing
Atmosphere: sound, smells, mood of staff, props
Lighting
Merchandise presentation
Store cleanliness

OBJECTIVES OF RESEARCH

To study of the implementation of season changeover of VM spring/Summer

-2016 at Central mall.

To make a competitive

analysis

of

season

changeover

of

visual

merchandising of central mall and shopper stop.

RESEARCH METHODOLOGY
The research is mainly descriptive and describes the reasons behind effective
implementation of season changeover. This is more application based research.

SOURCES OF DATA COLLECTION

PRIMARY DATA
Primary data was collected through store visits, observation method interviews of
visual merchandiser and visual display, questionnaire.
SECONDARY DATA
The secondary data collection was based on internal data base of company like
photo files dockets available at the store and from internet websites.

NATURE & SCOPE OF STUDY

The nature of this research is to study the implementation of season changeover of

VM at central mall and compare the same with shopper stop the brief about the
changeover is received from the head office and the same is adapted and
implemented at the store level. season changeover is a phenomenon that takes
place every 6 months at central mall as the season in the fashion calendar change
and this includes the entire changeover of the store i.e. change of the visual on the
pillars, window theme focal point, merchandise presentation, mannequin styling,
colour story etc. to give a refreshing and new look to the store at the same time
communicating the new season merchandise arrival to the customer.
Season changeover of VM play very vital role in apparels store for selling but very
less study and research has been done regarding season changeover of VM and its
effect on sale also the scope of the study is limited to central mall. So there is great
scope for further study of season changeover of other multi brand outlets.

CHAPTER-2

Introduction of central mall

The mall provides more than 500 national & international brands which includes in
house as well as external brands. The competitors of this store are shopper stop
almost situated near this store

COMPONENTS OF VISUAL MERCHANDISING

Ground floor
First floor
Second floor
Third floor
Fourth floor

Ground and 1st levels are dedicated to women shopping.

2nd and 3rd level is mens section.
4th level has house hold articles that include kitchen accessories, bed sheets,
bathing accessories and many more.

STORE IMAGE

Image can be described as the overall look of a store and the series of mental
pictures and feelings it evokes within the beholder. For the retailer, developing a
powerful image provides the opportunity to embody a single message, stand out
from the competition and be remembered. As a rule, image is the foundation of all
retailing efforts. While store layout, Presentation, signing, displays and events can all
change to reflect newness and Excitement from week to week, season to season,
they must always remain true to the Underlying store image, The following elements
combine to form a distinctive image That not only reaches out and grabs the
customer's attention, but also makes a positive Visual Merchandising at central mall
Impression within those precious few seconds, Image forms the solid foundation for
The remaining components of Maximizing Store Impact.

STORE DESIGN
Store design plays a crucial role in branding: it reflects and reinforces the corporate
image. The sights, sounds, smells and other any other aspect should therefore
reflect what the retailer brand is about and what its attributes are.
Different types of store design are:
Grid:

It contains long gondolas (a free standing block of shelves used to Display

goods in a

supermarket) of merchandise and aisles in repetitive Pattern.

Racetrack: also known as loop. It provides a major aisle to facilitate customer

Traffic that has access to the stores multiple entrances.
Free Form: also known as boutique; arranges fixtures and aisles Asymmetrically
Visual merchandising creates a connection between the companys image and the
look of the store.

EXTERIOR DESIGN

STORE NAME
An effective store name sets the tone and provides a store's identification by
conjuring up an image in the customer's mind. An effective name is consistent with
both the product mix and the store atmosphere.
VISUAL TRADEMARK
An identifiable trademark adds a visual image to the memory recall of a store name,
by combining words and pictures, colour, shape, typeface, texture and/or style to
make it stand out.
STOREF RONT

Storefront is also an important element, which adds to the store image like the
exterior architecture, signing and window displays.

EXTERIOR ARCHITECTURE
A store's exterior look is often referred to as the architecture, and comprises aspects
such as building materials, architectural style and detail, colours and textures. These
elements give a lasting first impression to the consumer. It is important that the
exterior look and feel right to the shopper.

STORE SIGN
The store sign is a vital element of the storefront and also an important component of
Visual Merchandising it helps in identifying the store In realizing the value of a strong
storefront sign, many retailers are employing new design techniques which include
projecting or cantilevering the store sign beyond the lease line, adding motion, or
using three dimensional lettering and unique lighting applications to add depth to the
sign.

WINDOWS DISPLAY AND FLOORING

A store's exterior windows or glass storefront provide an additional opportunity to
reach out and grab the passing customer. Windows are integral in creating a positive
impression since they offer an opportunity to begin telling the store's unique
merchandise story. The flooring and the number of floors a retail outlet has, also
make an important impact on the consumers.

INTERIOR DESIGN ELEMENTS VISUAL MERCHANDISING AT CENTRAL MALL

The elements of interior design can be used to create an image that matches the
desired customer profile.
FIXTURES
A major consideration in developing an appropriate store design involves the use of
fixtures. They are used to display merchandise, to help sell, to guard it and to
provide a storage space for it. They should be attractive and focus customers.
Attention and interest on the merchandise.

DISPLAYS

Displays play an important role in a retail store. An attractive and informative display
can help sell goods. There are several principles that help ensure this effectiveness.
They are achieving balance, provide dominant point, create eye movement etc.

MERCHANDISE PRESENTATION TECHNIQUE

Merchandise Presentation technique is one of the most important component of
Visual Merchandising. The following are the different presentation techniques:
1. Idea-Oriented Presentation: a method of presenting merchandise based on a
specific idea or image of the store.
2. Style/Item Presentation: organizing stock by style or items
3. Colour Presentation: A major role in a display is that of the colour and lighting.
Aesthetic and innovative use of them can lure customers to visit more aisles than
they usually do and spend more time there.
4. Price- lining: is the technique when retailers offer a limited number of
predetermined price points within a classification.
5. Vertical Merchandising: merchandise is presented vertically suing walls and high
gondolas
6. Tonnage Merchandising: here large quantities of merchandise are displayed
together to

enhance and reinforce a stores price image

7. Frontal Presentation: here the retailer exposes its much of the product as possible
to catch the customers eye
8. Fixtures: the primary purposes of fixtures are to efficiently hold and display
merchandise.
COLOUR
The psychological effect of colour continues to be important to retailers. Colour
probably more than any other factor except price, is the .stopper. That catches the
consumers attention. Intelligent use of colour is important in store design.

LIGHTING
Proper lighting is one of the most important considerations in retail outlet. Today
lighting has become a display medium. It is an integral part of the stores interior and
exterior design. Lighting is used to highlight merchandise, sculpt space and capture
a mood or feeling that enhances the stores image.
CEILINGS
Ceiling represents a potentially important element of interior design. Ceiling heights
colour and material used will influence the store look. Flooring choices are important
because the coverings can be used to separate departments; muffs noise in hightraffic areas and strengthen the store image.
SHELVING
The material used for shelving as well as its design must be compatible with the
merchandising strategy and the overall image desired. Music and scent in the retail
outlet can influence consumer behaviour to a large extent.
VM SUPPORTS RETAIL STRATEGY:
VM physically carries out a store's promotional selling strategies by designing
And executing window and interior displays that supports ad goals
Installing promotional signing for in-store selling
Producing workable departmental layouts and interior dcor
Devising merchandise fixture layouts for day to day operations
Placing and presenting merchandise on walls and fixtures
Working as team members with the store's promotional staff

VM SUPPORTS SELLING:

 Communicate the latest trends in fashion and colours

Assists customers in making a buying decision
Create an exciting environment within the store
VM transforms a shopper into a buyer
VM supports gift shopping

VM SUPPORTS RETAILING TRENDS:

A trend is a direction in which fashion seems to be moving. VM is the
invisible force that doing a lot of the pushing behind the trend. Trends put 'fun'
in fundamental merchandising. Some of the prominent trends include:
Consumerism is the trend: Consumers like an opportunity to thoroughly
Inspect the product before making a purchase
The barriers to 'showcase selling' had to come down. Stores began to move in
The direction of self service
Assortment which the consumers like is another trend
V Merchandisers should become experts in anticipating and responding to
Lifestyle Trends.
Non-store retailing will affect VM
VM also supports international retailing

Visual Merchandising Dos and Donts Visual Merchandising at central mall

Dos
Window display should be changed weekly or fortnightly to ensure freshness.

The display and layout should differentiate the store from competition. Colours
And design should be characteristic of the brand image.
Impulse purchase items (perfumes, watch straps, gifts) should be close to the
Entry and exit doors for non-serious or causal customers would like to browse
The whole store, their purchase is not pre-planned and because these impulse
Purchase items are relatively cheaper they might buy them in a whim. Also
When customers wait at the billing counter the people accompanying the buyer
May snoop around and make a purchase too.
Use symbols as directions
Distance between the aisles should facilitate the easy for movement shoppers.

Donts
Avoid too many floors.
Racks shouldnt be too high, especially in apparels because customers
might not be able to reach the apparels.
Lighting shouldnt be poor and at the same time shouldnt be very bright.
Shadows are essential for that added effect.
The display shouldnt be contrast to the section in which it is. It also shouldnt
Be UN aesthetic.

CHAPTER -3

IMPLEMENTATION OF SEASON CHANGOVER OF VISUAL MERCHANDISING

AT CENTRAL MALL

There are four seasons in a calendar year, but only two seasons in the clothing retail
year. The fashion industry focuses on spring and autumn collections.
Springs/summer is about the warmer seasons. The collections run from February to
june to july, at the end of the season, is the biggest sale month. The real summer
merchandise is in store from april onwards. Spring is a time where everything comes
to life and also fashion is changing from winter to more light.
Autumn/winter (fall) is about the coolest months. The collections run from august to
December and January is the big sale months. Winter merchandise is in store from
October onwards.

Step 1 the regional visual merchandises get brief about the market trends
Step 2 the head of visual merchandiser along with the team of designers create
ideas for display & send to the unit head for feedback.
Step3 then make final presentation
Step 4 after the final incorporation the budget and other details are finalized these
detail are send to the area VM for adapt the final design.
Step 5 sourcing of requirement material for the central design and ordering the
material
Step 6 within 7 days to the event finally implementation of the setup and filling of the
checklist.

Pillar visuals

The first step in the season changeover includes changing of the pillar visual, its
need for new season photo shoot and promotion of the brands the same has to be
follow/adapted another store. Central mall has 91 pillars and each pillar has to be
pasted with new spring/ summer collection.
Wall display

Walls the measurement of the wall are very important as this were most of the time
visual merchandiser make a mistakes and at the end of loss cost become to the
company.

Store window

The new window dockets arrive from the region which has to be follow and
implemented according to the needs of the store
Escalator side wall

Another important area inside the store is the escalator side wall which needs to
have the new spring/ summer visuals that by have to changed. Pasting new poster
needs to be perfect with the pasting job because huge cost to the company pay.

Costing of various media used in changeover of central mall

Eco sol vinyl

45

Sol vinyl

30

Reverse vinyl

50

Backlit flex

35

Front lit flex

10

A4 sinage digital print

10

Sun board

20

Cut vinyl

75

CHAPTER -4

Competition analysis on season changeover of visual merchandising of

central mall and shopper stop

Its very important for a company to study their competitors in order to grow. Its
necessary to known who are competitors of the market what their competitors are
doing in current scenario. What are their strategies, what types of shopping
experience they are offering and accordingly they can plan their strategies

There are main parameters of comparison

Marketing &
promotions

Colour
Colour story
story
Theme
Theme of
of the
the photo
photo shoot
shoot
Placements
Placements of
of visuals
visuals

Window display
and focal points

Proper
Proper theme
theme &
& story
story of
of the
the window.
window.
Styling
Styling of
of the
the mannequins
mannequins at
at focal
focal and
and window.
window.
Types
Types of
of mannequins
mannequins &
& props
props used.
used.
Used
Used requirement
requirement materials
materials and
and props
props to
to create
create window
window

Merchandise
presentation

Theme
Theme of
of merchandise
merchandise presentation.
presentation.
Fixtures,
Fixtures, props
props used
used and
and display
display merchandise.
merchandise.
Signages
Signages used
used for
for information
information about
about product
product

Impact of season
changeover
customer

Consumer survey
Consumer
survey

Footfalls
Footfalls

Marketing photo shoot and promotion spring /summer 2016

SHOPPER STOP

theme
the theme for central mall ss16 is the spring colour be it.its giving a fresh look
and feel to the store
the theme for shopper stop ss16 is spring garden

colour story
central mall has a Red colour story running across the another store
shopper stop has a black and white colour story

placement of visuals
central mall has a photo shoot every season and the visual are placed on the
pillars & other display
shopper stop most of the pillar and space are placement of its own photo shoot
visual are not done except for its own private label photo shoot

Theme of the window

central
mall
shopp
er
stop

the window has fell fresh

spring is the time when sun shine
bright and people would like to go
out for holiday,celebrate , shopping
etc.

window is bright and

spring/summer theme follow
the theme of shopper stop ss16
window is spring garden when that
time new flowers come to tree

CENTRAL MALL

SHOPPERS STOP

Colour story of the window

central
mall
shopp
er
stop

use of red and blue colour for the wall

gives a realistic look

the colour story runs in "black" which

is an appropriate colour for spring
along with a lot of other bright colour
like orange, yellow, red
use of bright colour enhances the look
of the window

Props and material used to create window

central
mall

white & silver printed vinyl bacakdrop is used

to create wall
Eco Sol vinyl is used to create the fresh look
for the window podium
sun boards are used to display current
promotion ads
props include anchor, rope,billboard, etc.

shopp
er
stop

plain vinyl is used to create the

backdrop.printed vinyl is used to create the
window podium.
sun boards are used to give the 3D look
props include colourful flowers ,semi realistic
mannequin pasted

Styling of the mannequins in window

central
mall
shopp
er stop

mannequin with hat, bag,

accessories,shoes,podium ect. gives an
whole element display
casual & formal look with the colour
coordination of red, white & blue

ues of too much of props is very

attractive the merchandise
semi realistic mannequin used for
window display

Recommendation & suggestions

The support staff should be increased.

Storage facilities for VM elements to be improved.

Recording to be done in computers instead of registers.

The time and action calendar to be strictly followed.

All the communication to be done via email.

Efforts to be made to improve the working environment.

Proper customer satisfaction at customer service desk (CSD) to improve

brand image of the central.

Central needs to do a lot of work in promotional strategy if they to catch up

with Shopper stop.

It should provide promotional space for its partners and not only printed
advertisement as well as poster.