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……
Store Facade
Elements of
Branding
Store Façade
Backlit Boxes
- Totem
- Standee
Regional Branding
- Flag polls Canopy Structure
- Branding
- Façade Visual
Logo
- Other back lit/ Sensomatics
front lit
- Entrance Stambh
- Entrance Arch
Totem
- Atrium Sale Vinyl
Place Holder
Store Facade……
Store Entrance

Branding
Façade Visual

Graphic Window

Flag Pole

Canopy Branding Trend Flash Window

Store Facade……
Store Facade

Logo

Sensomatics

Entrance Arch –
Backlit Flex
Mall Facade……
Mall Facade

Sale Logo
Canopy Branding Façade Visual

Sale Window Flag Pole MC Window -

Entrance Arch –
Backlit Flex Sale Strip & Logo
Mall Entrance……
Mall Entrance

Cluster with dropdown

Sensomatics

Entrance Stambh –
Salebin Backlit Flex
Store Window……
Store Window Store Window - Trend Flash Window
- Merchandise
Category
- Trend Flash Vinyl Backdrop
Drop Down

Elements of
Store Window
- Mannequins
- Backdrop
- Leveler
- Podium
- Base Podium
Levelers
- Lectern Podium
Base Podium
- Props if any
- Lighting
Store Window……
Store Window – Merchandise Category Window

Theme - Denim
Drop down

Window Visuals

Open Back Window

 Store Entrance……
Focal Points Entrance Cluster

Sale Logo
Elements of
Drop Downs
Store Entrance

- Entrance Standee
Cluster
- Sensomatics
- Entrance
Standee
Entrance
- Place holder Cluster
- Sale bin
- Mall Atrium
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) Semi realistic featured
- Toe form (accessories) mannequins
- Hip form (Intimate wear) Mannequins Grouping
- Kids mannequin (standing, sitting, - Cluster & Focal Point
boys & girls) - Window
Store Interior……Mannequins
Focal Point - Before

Focal Point - After Focal Point - After

Store Interior……Fixtures
Wall Fixtures Floor Fixtures

- Slat wall - Nesting table

- Pigeonhole wall - 3-tier nesting table
- Wooden plank wall - 2-tier nesting table
- Lamella wall - Perforated nesting table
- Glass slat wall - Pigeon hole nesting table
- Metal Bracket wall - Peg hook spinner
- Waterfall - Pigeonhole gondola
- Step arm - Dupatta stand
- Straight arm - Two way browser
- T-bar - I way browser
- Two feel shelf - Water fall fixture
- Peg hooks - 2 feet shelves
- Glass shelves - T – bar
- Metal bracket shelves - 4 way browser
Store Interior……Graphics & Signage’s

General Signage’s Informational Signage - Availability

- Promotional signage
- Directional signage
- Institutional signage
- Informational signage

Communicational Signage’s

- Fashion Pricing
- Power Pricing
- Fashion Communication
- New Arrival
Store Interior……Signage’s

Informational Signage Informational Signage -

– Store Timings Symbols
Store Interior……Signage’s

Fashion
Communication

Directional Signage -
Symbols
Power Pricing
Visual Merchandising POP Display & Prints..…

Visual Merchandising POP Displays

- Sign holders and frames Point 0f sales

- Countertop & floor fixtures display

- Custom graphics Promo - dropdowns

- Letters and decorative
- Jewelry displays
- Accessory displays
- Shoe displays
- Slat wall and profile displays
- Levelers, shelves Point 0f sales
- Other display cases display

- Product display stations Lectern

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 Point 0f sales
- Browser tags display

Acrylics
Visual Merchandising POP Display & Prints..…
Store Exterior Displays & Prints Entrance Arch Display & Print

Vinyl sale strip

Logo Sun board

Logo Sun board

Backlit Flex
Vinyl pasting Entrance Arch
Visual Merchandising POP Display & Prints..…
Focal Point Display & Print
Store Interior Displays & Prints
Sun board Dropdowns

Section or Brand wise Display & Print

Sun board Dropdowns

Sun board Wall display Units

Printed signage
on acrylics A5 Signage on Acrylic
Shelf talkers on 250gsm
Lectern
VM Standard Operating Procedures ..…
Merchandise
Presentation Manual
- 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 Planogram for EOSS – Wherein Model store planogram
- Comm- highlights will have detailed information including article number
and color story according to wall profiles
- Color story references
VM Standard Operating Procedures ..…
Merchandise Presentation Manual – End Of Season Sale

Planogram for EOSS – Wherein Model store planogram will have detailed information including
article number and color story according to wall profiles
VM Standard Operating Procedures ..…
Merchandise Presentation
Manual Standards
- Merchandise replenishment
- Color blocking
- Size blocking
- Fixture capacity
- Hangers SOP
- MPM/Planogram wise display
- Fashion communication
- Bust form merchandise
availability
- Steam ironing
- Section hygiene
Product Presentation
Manual
- 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

Color Blocking

Contrasting

Color Blocking

VIBGYOR
VM Standard Operating Procedures ..…

Color Story or Theme - Wall

Color Story

Blue and Black

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
Mannequin Handling & Styling..…
Focal Point
Guidelines
Contrasting color
story followed
- Mannequin Handling with red and
- Mannequin Styling black

Mannequin Styling

- Current Trend
- Color Story
- Merchandise Availability
- Accessories
- Complete Look, Coordination Same Merchandise displayed
with merchandise near the focal point
Mannequin Handling & Styling..…Color Story
Entrance Entrance
Cluster Cluster

Why color
story ???

Contrasting &
Combination

Color Story Color Story

Black & Red Black & White
Visual Merchandising Dockets..…
VM Docket Contents Window Docket

- Design
- Adaptation
- Detailing

VM Docket Types

- Window
- Mannequin Styling
- Visibility Plan
- Merchandising
Guidelines Dimension wise – Rectangular Closed Back
- Model Store Window 20 ft * 10 ft
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..…

High Visibility Points

A5 Signage’s

Size Talkers

Flat 50 - Store Interior

Implementation and Visibility
Visual Merchandising Dockets..…

High Visibility Points

A5 Signage’s

Dropdowns

Size Talkers

Flat 50 - Store Interior

Implementation and Visibility
Visual Merchandising Dockets..…

Totem

Sales Strip &

Sensomatics

Place.H and logo Vinyl with logo

Flat 50 - Store Exterior

Entrance Cluster &
Implementation and Visibility
Dropdowns
VM & Vendor Management..…
Printing & Pasting Vendors Square feet = Width * Height / 144
- Budgeting Grand Total = Total square feet
- Costing + Total square feet vat
- Zonal Approval + Total pasting charges
- PO & Invoice + Total pasting vat
- Rate Card
- Inward & Outward Bills Example on Costing for Prints
Visual Merchandising 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 Daily
Maintenance
- Sufficient Lighting
Checklist
- Cleanliness and Hygiene
Visual Merchandising Checklist..…
Exterior Interior

Visual Communication Checklist

Visual Merchandising Checklist..…

Merchandise Presentation Manual Standards

Checklist
Ethnic Department
Merchandise Display Techniques..…
Frontal
Wall Display Units S-Hook
Display
- Hanging
- Stacking
- S-Hook
- Rolled

Table Display Units Rolled

- Fashion Tables Display

- Power Pricing

Frontal Side-out
Display Stacking Display
Merchandise Display Techniques..…Hanging
- Hangers SOP
- Sleeve wise
- Color wise
- Coordinated look
- Style wise fixtures

Sleeve wise & Color wise

Merchandise Display Techniques..… Stacking
Table 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

Section Layout Plan

Demarcation
Visual Display Arena ..…

Zone wise plan

Thank You