Visual merchandising FOR PROLINE
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The document provides details about an end-term presentation for a Masters in Fashion Management program. The presentation analyzes the visual merchandising strategies of a Proline store located in Hyderabad, India. It includes an outline of topics covered in the presentation such as the store profile, segmentation and targeting, store image, visual merchandising analyses, and suggestions. Store analyses looked at aspects like the store type, window displays, planograms, and wall elevations. Suggestions included improving the window display visibility and reducing clutter in certain product displays. In conclusion, the store was well-organized but some visual merchandising aspects could be enhanced.
Visual merchandising FOR PROLINE
- 1. NATIONAL INSTITUTE OF FASHION TECHNOLOGY HYDERABAD MASTERS IN FASHION MANAGEMENT 2013 – 15 END – TERM PRESENTATION FOR PRESENTED BY: AVANI DATE OF PRESENTATION: 20TH MAY 2014
- 2. OUTLINE ABOUT THE STORE - PROLINE STORE PROFILE SEGEMENTATION, TARGET GROUP AND POSITIONING STORE IMAGE VISUAL MERCHANDISING STRATEGIES VISUAL MERCHANDISING ANALYSIS STORE TYPE AND WINDOW DISPLAY PLANOGRAMS AND WALL ELEVATIONS VISUAL MERCHANDISING CALENDAR ELEMENTS AND PRINCIPLES OF DESIGN SUGGESTIONS AND CONCLUSION REFERENCES AND ACKNOWLEDGEMENT
- 3. PROLINE
- 4. BRAND Founded in 1983. Brainchild of Rajesh and Rajiv Batra Has been intrinsically linked to sports with brand ambassadors like Vinod Kambli, Ravi Shastri and Sandip Patil Their heritage is their greatest asset and their brand value and recall has sustained through the years Focus on delivering products of quality at extremely competitive prices.
- 6. LOCATION • It is on the second floor, at the right after getting off the escalator SPACE • The area of the store is about 400 square feet along with the back area and window display. The store display area is about 220 square feet. SHOPPERS: • Age: 18 to 35 • Social class: working middle class • Customer Profile : Athletes, Gym regulars, Sports enthusiasts COMPETITORS: • United Colors Of Benetton • Adidas / Fila • Shoppers’ Stop • Max • Lifestyle RESULTS: • It thrives on the return traffic from Shoppers stop and pantaloons and so it is a parasite store. The footfalls and ROI is lower than most other competitors like lifestyle and max
- 8. SEGEMENTATION, TARGET GROUP AND POSITIONING SEGMENT: Sports and leisure wear for sports persons Geographic segmentation TARGET GROUP Sports men looking for comfortable clothing Urban and semi-urban cities 18 to 35 Year Working middle class Male and female
- 9. POSITIONING Positioning: The brand Proline has positioned itself in the minds of the consumer as a sports product which is not very costly and gives the value for money with its service, quality and designs. Image: Not a very high end sports brand but affordable and value for money. High Cost Low Cost Low Quality High Quality
- 10. STORE IMAGE
- 11. STORE IMAGE Pure menswear range with casuals and sportswear in focus - proline colors, proline originals, proline active, proline varsity VM changes every week though not a very impressive VM A parasite store Behind the visual display is the billing counter and it uses the blocking technique Dynamic blend of types of racks. The vertical space usage is right and sensibly positioned.
- 13. Power Display and focal points with moveable displays 1 – Spot Signs can multiply the power of a price reduction by a factor of six Creating visual contrast at regular intervals Merchandising by theme and collection Staples with a seasonal style STOREDÉCOR OPENDISPLAYS P-O-PDISPLAYS ARCHITECTURALDISPLAYS MODEL ROOMS STORE EXTRIOR TABLES GONDOLAS RACKS BINS SEASONAL OCCASION PEG WALL DISPLAY ON COUNTER DISPLAY
- 14. VISUAL MERCHANDISING ANALYSIS • STORE TYPE AND WINDOW DISPLAY • PLANOGRAMS AND WALL ELEVATIONS
- 15. VISUAL MERCHANDISING ANALYSIS STORE TYPE AND WINDOW DISPLAY Store Shape Store Area and Location Store Layout Window Display
- 17. VISUAL MERCHANDISING ANALYSIS PLANOGRAMS AND WALL ELEVATIONS SPACE USAGE INNOVATIVE USE OF RACKS AND FIXTURES DIMENSIONS AND MERCHANDISE PLACEMENT
- 19. VISUAL MERCHANDISING CALENDAR DETAILS ABOUT EVENT TYPE OF OFFER START AND END DATE OF DISPLAY DATE OF RECEIVAL OF PLANOGRAMS VISUAL MERCHANDISING CALENDAR
- 20. ELEMENTS AND PRINCIPLES OF DESIGN
- 22. SUGGESTIONS The window display was on the right side lane of the store, which was hardly visible to the passing customer. They should have done on the windows beside the entrance of the store. The right hand side display of Fila shoe was very blank. They should have done some pictorial effect to make it more attractive to the customer. The left hand side section of wall elevation of “Proline Active sports” wear was vey congested.
- 23. CONCLUSION All over the store was very well organized with good display of signage’s and merchandise. The fixtures were used very innovatively and attracted the customer using colour blocking. The wall elevation was well placed using the full space of the store effectively. Everything has pros and cones, so this store does. The window display needs an improvement inspite of there change in mannequin outfit every week. The staff was very customer friendly, it was a nice experience visiting and knowing the store.
- 24. REFERENCES AND ACKNOWLEDGEMENT Category Listing. (n.d.). Retrieved May 19, 2014, from inorbit.in: http://inorbit.in/cyberabad/storeCategory/clothing/men/ Marketing Essentials_ Chapter 18_ Visual Merchandising and Display_ (1). (n.d.). Retrieved May 19, 2014, from google.co.in: https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uac t=8&ved=0CD0QFjAD&url=http%3A%2F%2Fwww.slammiami.com%2Fourpages%2Faut o%2F2013%2F8%2F19%2F42754464%2FMarketing%2520Essentials_%2520Chapter%2 52018_%2520Visual%2520Merchandising%252
- 25. REFERENCES AND ACKNOWLEDGEMENT Retail Floor & Display Management_RETAIL displays (1). (n.d.). Retrieved May 19, 2014, from google.co.in: https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&cad=rja&uac t=8&ved=0CEQQFjAE&url=http%3A%2F%2Fwww.smsvaranasi.com%2FKMC%2Fkmc_p pt%2FRetail%2520Floor%2520%26%2520Display%2520Management_RETAIL%2520dis plays.ppt&ei=Cvx5U_KVIYiTuATRwYE4&usg=A Use store profiling and clustering to improve sales and profits. (n.d.). Retrieved May 19, 2014, from www.supermarket.co.za: http://www.supermarket.co.za/SR_Downloads/S&R%20Dec%202010%20Facing%20Sh opper.pdf
- 26. REFERENCES AND ACKNOWLEDGEMENT Proline Store Hyderabad F - 20, Inorbit Mall, Mindspace, Madhapur, Hyderabad – 5000811. Our sincere thanks to Mr. Mohammed Rameez and Store manager Mr. Mohammed Sharif for letting us explore the minute details of the store and documenting the store for the assignment
- 27. THANK YOU
Editor's Notes
- #7: A comprehensive store profile covers location, space, shoppers, competitors and results over two levels – the store and categories. A higher store level profile assists in developing store layouts and marketing campaigns, while profiling categories within the store provides direction as how to optimise category ranges, shelf layouts, pricing and promotional support
- #14: “1 Spot” Located at the front of the store, this was a successful traffic-driving initiative. Customers begin shopping the minute they arrive shoppers position themselves in the center of one aisle or location and begin reviewing a 4’x6’ section at slightly below eye-level, close to the product that has the greatest visual contrast - Tactical Insight Group