Beruflich Dokumente
Kultur Dokumente
POORVI ARORA
FASHION COMMUNICATION
NATIONAL INSTITUTE OF FASHION TECHNOLOGHY, MUMBAI
2008‐2012
CONTENTS
¾ Acknowledgement
¾ Analysis of Window Display
¾ Suggestions and Recommendations
¾ Comparison of Competitive Brands
¾ 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.
ANALY
YSIS OF WINDO
W OW Disp
play
Custommer devotes only a few seconds to any store w window or itss display and d if the display is
able to
o generate interest and d attract atttention with
hin the timee frame, it can convertt any
passerbby into a po
otential custtomer. Anallysis of the two runningg themes – Street Caféé and
New Yeear – is given n below:
Principles of VM – Balance, harmonyy, proportio
on, contrast,, & emphasis
In
nterior display elementss
Howeverr the window
w and the inside of the sstore do not have any reelation. It waas observed that
the window displays attracted th
he customerrs due to its neat and claassy look butt the in‐storee
ambience did not maatch up to it.
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.
Com
mpariso
on of compe
etitive brand
ds
¾ VAN HEUS
V SEN
Visibility from outside – – a very dull
loooking store. Use of bright yelllow lights with
bllack background.
Adverrt on window announcing the ‘Suit
Feest’.
Mann nequins weere dressed in formal suits
foocusing on tthe Suit Fesst
A commplete ward drobe was installed att one
off the windo ows. Others had Christtmas trees, gifts
ettc to suggesst the curreent season.
¾ ALLEN SOL
A LLY
Allen
n Solly had aa
b
bright windoow display with
thermocol ccutouts of
a
alphabets, aarranged in
n a
random manner and
s
stacked onee over the
o
other.
Somee other props
u
used were s
stars and baalls.
The m
mannequin ns
w
were limited
d to one or two
p
per windoww.
¾ PETER
R ENGLAN
ND
The stoore window had a
backgro ound of the Indian
Crickett team playe ers
wearing Peter Englland
garmen nts.
In frontt of that werre
manne equins dressed in
winter formals.
¾ ARROW
A
Arrow had d two type oof displays: o
one where on
nly
the m
mannequins w were dresse ed in winter clothes and the
other where a roo om interior was establisshed. The ch
hair
had lights attacheed to it and tthe backgroound had
picturres of nature
e.
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.