lee denims consumer insight on visual merchandising
TRANSCRIPT
Analyzing Consumer’s Understanding towardsLee Visual Display
Presented by:-
Divya.M – MFM/14/301
GRADUATION RESEARCH PROJECT
Batch 2014-2016
Study carried out at VF Corporation, Lee Jeans Wear
About Lee Jeans
• American brand of denim jeans
• First produced at Salina, Kansas City, USA
• Formed by Henry David Lee at 1889
• Brand name is Lee Jeans
• Category of entry into Apparel & Accessories
• International retailer and manufacturer of casualwear and work wear
• Company expanded to 81 countries in 1960’s andacquired by VF Corporation, becoming a brand
• Lee National Denim Day is a notable campaign tofight against breast cancer, raised more than $93million in 20 yrs.
Lee Product Mix
Top Wear
Polos and T-Shirts
Jackets
Hoddies and Sweats
Shirts
Waist coat sleeveless
Bottom Wear
Classic Denim
Fashion Denim
Accessories
Backpacks
Belts
Wallets
Lee Marketing
• Lee was into extensive marketing activities earlier isits start, which is why its still remembered and100% brand awareness can be noted
• Currently billboards are the main form of Leeadvertising
• Digital marketing is also being a part of promotionactivity carried out and style blogging is a major partof it
• Sponsorships and musical events are also therecent activity noted
• Visual merchandising is also considered to be theeffective part of Lee marketing to create productawareness
Lee Denim Display
• Store concepts of Lee highlightAmerican brand of denim jeans
• Purely a denim concept store
• Highlights fit display andwindow display
Competitor Denim Display
POS factor - “creating awareness
before the customer enters the
store". Promotional Graphics,
Clusters and Focal Points on Curve
Ids
Store Design & Concept - “Well
branded store concept with display
in every aisle end”, Wall dedicated
to its exclusive fits, & Mannequin
Cluster on New arrivals & Eye
level focal points on wall
Customer Focus Factor - “New
products”
POS factor – Speed bumps
throughout the store, No In store
Promotional Graphics, Exclusive
fits are displayed on mannequins,
and Exclusive finishes are hung
Store Design & Concept - In
coordinated stories and encourage
add on sales, Range Top Displays
and In-shelf displays
Customer Focus Factor - Power
Pricing Zones & Concept window
display
POS factor – Mannequin styling is
exclusive advantage Word of mouth
consumers, No In store Promotional
Graphics.
Store Design & Concept - In
coordinated stories as it is bought to
look that way and encourage add on
sales, Fit Nesting Tables, Leg form
displays are visually attentive
Customer Focus Factor - Purely a
denim concept store, Mannequin
styling and concept fit nesting tables
create impulse purchase
About the SurveyAnalyzing Customer’s Understanding towards
Lee Visual Display
Objective
• To study on all visual communication aspects of Lee display
• To analyze consumer understanding towards Lee denim displaytechniques
• To identify effective placement for Lee visual display
Problem Definition
• Denim brand with good brand awareness among its target market,but customers are lacking product awareness
• Visual elements has its important part in creating productawareness at Lee stores where customers directly interact
Purpose of the study
• In assisting the company in concluding whether the company isadapting right visual communication towards their denim display
• Whether the placement of Visual display is appropriate
Scope of the study
• Identifying customers approach towards visual display in apremium denim outlet
• Identifying customers display expectation in a denim store
• Increasing customers awareness through visual display
Research Methodology
Research Design - Descriptive research
Sampling technique - Random sampling
Sample respondents - Lee customers of allBangalore stores.
Sample frame - Sample was taken fromBangalore
Sample size- 106 respondents
Data collection - questionnaire containing 16questions
Primary data - direct resource throughquestionnaire
Secondary data - already available resourceslike the internet, library and other sources
Questionnaire – dichotomous, multiplechoice, Likert scale questions
Part 1 contains demographic questions ofage and gender
Part 2 contains questions related tofrequency of purchase, and understandingtowards visual display
Analytical Tools- Simple percentage, Chi-square
Statistical software- Microsoft Excel andSPSS
Data AnalysisAnalyzing Customer’s Understanding towards
Lee Visual Display
Demographics
Male
70%
Female
30%18 to 24
29%
25 to 34
61%
35 to 44
10%
DESCRIPTION
NO OF
RESPONDENTS PERCENTAGE
18 to 24 31 29.3
25 to 34 64 60.3
35 to 44 11 10.4
Total 106 100
DESCRIPTION
NO OF
RESPONDENTS PERCENTAGE
Male 74 69.8
Female 32 30.2
Total 106 100
Gender Age Group
Product Awareness Mode of Awareness
20
7
45
16
18
0 10 20 30 40 50
101 plus Collection
Magma Fashion Collection
Not heard of any of the above
Stretch Deluxe Collection
Urban Rider Collection
18
14
5
15
16
38
0 5 10 15 20 25 30 35 40
Came across by the store window display
Came across it as an advertisement
Came across it in social media
Came across through a friend
Have purchased it before
Not heard of lee products
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
Came across by window display 18 16.9
Came across in an advertisement 14 13.2
Came across it in social media 5 4.7
Came across through a friend 15 14
Have purchased it before 16 15
Not heard of lee products 38 35.8
Total 106 100
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
101 plus Collection 20 18.8
Magma Fashion 7 6.6
Not heard of any 45 42.4
Stretch Deluxe 16 15
Urban Rider Collection 18 16.9
Total 106 100
Trial of Lee Fits Preference towards Lee Fits
No
53%
Yes
47%
No
67%
Yes
33%
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
No 71 66.9
Yes 35 33.1
Total 106 100
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
No 56 52.8
Yes 50 47.1
Total 106 100
Impose Trial Behavior
DESCRIPTION NO OF
RESPONDENTS
PERCENTA
GE
Store Exterior Visuals 29 27.3
Window Display Setting 33 31.1
Outer Glimpse of Store 21 19.8
Denims on display 23 21.6
Total 106 100
29
33
2123
0
5
10
15
20
25
30
35
Store Exterior
Visuals & Graphics
Window Display
Setting
Outer Glimpse of
Store
Denims on display
Driving Customer Inside Noticed In-store Element
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
Life size visuals on looks 29 27.3
Fit charts & Fit display 20 18.8
Mannequin Styling 26 24.5
Creative Product Display 31 29.2
Total 106 100
29
20
26
31
0
5
10
15
20
25
30
35
Life size visuals on
denim looks
Fit charts & Fit
display
Mannequin Styling Creative Product
Display
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
To select the product 19 17.9
To try the product 30 28.3
To purchase the product 25 23.5
Not helpful 13 12.2
Did not notice it 19 17.9
Total 106 100
19
30
25
13
19
0
5
10
15
20
25
30
35
To select the
product
To try the
product
To purchase the
product
Not helpful Did not notice it
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
To select the product 26 24.5
To try the product 42 39.6
To purchase the product 12 11.3
Not helpful 7 6.6
Did not notice it 19 17.9
Total 106 100
26
42
12
7
19
0
5
10
15
20
25
30
35
40
45
To select the
product
To try the
product
To purchase the
product
Not helpful Did not notice it
Influence of Fit ChartInfluence of Life Size Visual
Comparison of Influencing Factor while Purchasing Denim
0 20 40 60 80 100 120
Fit Chart
Life size Visuals
Legforms
Product Table
Graphics & Signages
Window Display
To select the product To try the product
To purchase the product Not helpful
Did not notice it
Description fit
chart
life size
visuals
leg
forms
produc
t table
graphics
signage’s
window
display
To select the
product
26 19 25 19 26 20
To try the
product
42 30 44 30 40 35
To purchase
the product
12 25 10 25 13 20
Not helpful 7 13 8 14 9 12
Did not
notice it
19 19 19 18 18 19
Total 106 106 106 106 106 106
DESCRIPTION NO OF RESPONDENTS PERCENTAGE
Product displayed 21 19.8
Background 27 25.4
Visual/Graphics 26 24.5
Caption 32 30.1
Total 106 100
21
27 26
32
0
5
10
15
20
25
30
35
Product displayed Background Visual/Graphics Caption
No
58%
Yes
42%
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
No 61 57.5
Yes 45 42.5
Total 106 100
Attractive Feature in the Window Attention towards product displayed in the Window
DESCRIPTION PICT
URE
1
PICT
URE
2
PICT
URE
3
PICT
URE
4
PICT
URE
5
PICT
URE
6
To select the product 23 15 26 18 13 23
To try the product 25 51 28 45 32 24
To purchase the
product
33 38 30 17 31 59
Not helpful 6 0 6 12 15 0
Did not notice it 19 2 16 14 15 0
Total 106 106 106 106 106 1060 20 40 60 80 100 120
1
2
3
4
5
6
To select the product To try the product To purchase the product
Not helpful Did not notice it
Comparison of Most Influencing factor, while Purchasing Denim
24
2825
29
0
5
10
15
20
25
30
35
Importance to Fit
display
Importance to
Denim features
Importance to New
innovations of
Denim
Importance to
other product
display
DESCRIPTION NO OF
RESPONDENT
PERCENTAGE
Importance to Fit display 24 22.6
Importance to Denim features 28 26.4
Importance to New innovations 25 23.5
Importance to other product 29 27.3
Total 106 100
DESCRIPTION NO OF
RESPONDENTS
PERCENTAGE
Window display 18 16.9
Mannequin styling 25 23.5
Fit charts & Visuals 22 20.7
Product display technique 22 20.7
Denim display Area 19 17.9
Total 106 100
18
25
22 22
19
0
5
10
15
20
25
30
Window
display
Mannequin
styling
Fit charts &
Visuals
Product display
technique
Denim display
Area
Customer Expectation In a Denim store display
Improvements required at Lee store display
Chi-square, Product Awareness & Brand Preference
The significance is above 0.05 and there is no difference between product awareness
and brand preference
Crosstab
Which is your favorite denim brand?
TotalLee Wrangler Levis Pepe J&J
Which product of Lee are
you aware of?
Urban Rider 4 3 7 0 7 21
Magma Fusion 2 0 4 1 0 7
Stretch Deluxe 4 3 6 4 0 17
101+ Collection 6 5 10 0 0 21
Not heard of any 5 3 36 2 5 51
Total 21 14 63 7 12 106
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 42.891a 26 .057
Chi-Square Tests
Value df
Asymptotic Significance (2-
sided)Pearson Chi-Square 6,137a 3 ,105
Tried Different Fits of Lee * most noticed feature inside a denim store display Cross tabulation
Count
most noticed feature inside a denim store display
TotalVisuals Fit Display MannequinProduct display
Tried Different Fits of Lee
Yes 10 13 7 20 50
No 13 11 18 14 56
Total 23 24 25 34 106
Chi-square, Trial Behavior & Product Display
The significance is above 0.05 and there is no difference between trial behavior
and product display
Chi-square, shopping frequency & Product display in the window
The significance is above 0.05 and there is no difference between frequency of
shopping and product display in the window
Crosstab
The more information you have got about a product
in the window, the more likely you will buy it
TotalNo Yes
How often do you shop? 3 months 7 56 63
6 months 14 14 28
12 months 0 21 21
Total 26 90 106
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 25.208a 2 .725
Chi-square, Product Awareness & Customer Expectation
The significance is above 0.05 and there is no difference between product awareness
and customer expectation
Crosstab
Customer expectations in a denim store display
Fit display
Denim
features
innovations
of Denim
product
display Total
Lee Product Awareness
101 plus Collection 4 5 6 5 20
Magma Fashion Collection 2 2 2 1 7
Not heard of any 7 10 14 14 45
Stretch Deluxe Collection 5 3 4 4 16
Urban Rider Collection 5 5 4 4 18
Total 23 25 30 28 106
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 3,715a 12 ,988
Customer Movement TrackingAnalyzing Customer’s Understanding towards
Lee Visual Display
49
45
44
44
39
35
0 10 20 30 40 50 60
ENTRANCE FOCAL POINT
MANNEQUIN CLUSTER
CLASSIC WALL
FASHION WALL
TRIAL ROOM
CASH POINT
AREA POPULATION PERCENTAGE
ENTRANCE FOCAL POINT 49 98
MANNEQUIN CLUSTER 45 90
CLASSIC WALL 44 88
FASHION WALL 44 88
TRIAL ROOM 39 78
CASH POINT 35 70
TOTAL 50 100
Store layout with customer tracking
Findings
• Fit display and window display is an essential part ofLee denim display
• Fit visuals and charts are not noticed by consumers
• Its is also not an effective element in a in store display
• Graphics are noticed which gives abstract information,direct communication has to be used by lee
• Trial behavior has to be encouraged through visualdisplay
• Consumers look for strong denim display in store
• Customers do not perceive product in the window, soproduct features has to be emphasized
Suggestions
• Communicating caption, visible away from 15 meters, with in the eye level, visiblefrom top and bottom floors, also left and right side of the road
• Logo placement, Logo placement within the Eye Level, and Clear Visibility
• Communicating background, visuals and merchandise presentation, presentingmerchandise with its product feature is an effective aspect of window display
• Communicating graphics, Communicating product features in the graphic can beeffective, but illusions and other emphasizing factors may not always support theproduct feature
• Consumer’s visual preference, Visuals considered to be effective if we communicateit with major aspects like quality/ fit/ exclusive specifications/life style visuals. Visualcommunication is trial rooms and negative spaces will increase awareness
Suggestions
• Fixation point, the more information consumer extracted from a store through afixation point, the shorter the time they will take to recollect a brand (goes with fit)
• Signage’s and Graphics with direct communication on fits
• Life size visuals are an effective communicating factor of fits
• Combining life style visuals with these fit communication can be effective
Fit Visual
Fit Visual Communication Docket
Fit Visual
Docket
Limitations
• Time has been a major constraint through the study
• As the survey was restricted to Bangalore this cannot be stated as an in-depthresearch on this subject
• Enough care is taken in formulating the questionnaire, still there might be errors
• Some of the consumers were unable to understand the questionnaire
• Some respondents gave incomplete answers
• In visual display, the store concept cannot change but effective solutions should begiven to enhance communication was a major limitation
Bibliography
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• Colborne, R. (1982) Fundamentals of Merchandise Presentation, the Times Publishing Company, Cincinnati, OH.
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• Liddle, P.F., Ngan, E., Duffield, G. & Warren, E., (2002) Signs and Symptoms of Psychotic attentive factors in visual communication:a rating scale. British Journal Of Psychiatry, 45 – 50.
• Mills, K.H., Paul, J.E. & Moorman, K.B., (1994) Applied Visual Merchandising. Harlow: Prentice Hall
• Park, N.K. & Farr, C.A. (2007) the effects of visual display on consumers, emotions and behavioral intentions in a retail environment:a cross-cultural comparison. Journal of Interior Design, 17-32.
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Thank You