pantaloons retail project

Project For Visual Merchandising in Retail

By:Anjishnu Chowdhury

Shayani SenguptaAnabil ChakrabortyPriyanka Bhowmick

ABOUT PANTALOONS KAKURGACHI

Pantaloons, the newly acquired business by The Aditya Birla Group.One of India’s leading multinational conglomerates, is a powerhouse of fresh fashion and innovation. While weaving its magic across lifestyle segments. Pantaloons caters to the discerning and trendy consumer.

Pantaloons Kankurgachi is a stand alone departmental store covering about 28000 sq.feet (approx) situated in one of busiest road of kolkata catering the needs of people from nearby resedential areas like Kankurgachi,Ultadanga,Girish park,Phoolbagan etc.It is one of the few Pantaloons store in kolkata where people can avail apparels,groceries,cosmetics and consumer durable under one roof.

STORE FRONTAGE,EXTERNAL DÉCOR AND SIGNAGE

STORE FRONTAGE:

Store front gate is in the middle

They have a broad walkway & doorways

It has its logo in the store front

Backlit of titan raga, promotional banner of idea rocks India with Mika Singh

Parallel to side walk windows, traditional windows

STORE FRONTAGE


EXTERNAL DÉCOR:There was no such external décor

Theme based window décors representing Bengali festive season (Poila baisakh), Spring season in the other, Sports and brand images are also shown.

Outside the store there were hoardings of Pantloons bringing new collections

SIGNAGE : Signage helps customers locate specific products and departments, provide specific information, suggest items or special purchases

Signages were present in all the section showing the offers and the pricing


EXTERNAL DÉCOR WITH BACKLIT VISUALS


SIGNAGE WITH PSYCHOLOGICAL PRICING


STORE LAYOUT AND DESIGN

STORE LAYOUT:

Pantaloons follows grid layout in food bazaar section

It follows loop layout in apparel section

In watch section it follows grid layout

Number of hangers, browsers, racks vary seasonally


Grid Layout in Watch Section

DESIGN:

EXTERIOR STORE DESIGN:The exterior of the store silently announces what the customers expect inside

Good exterior visual merchandising attracts attention, creates interest and invites the customer into the business

Promotional banner of Pantaloons representing new brands and collection available in this festive season

Backlit representing new collections of Titan Raga


INTERIOR STORE DESIGN:

Floor, ceiling- Area which attracts more visual attention were reserved for private labels Brands were placed on ‘pay per space scheme’ Use of white & cream color in the ceiling Use of spot light & decorative lighting

Lighting - For interiors and lighting latest technology were used.

Store security - Security were strictly maintained inside the store both with the employees and even with the technology

Graphics and signages - Signage and graphic were used inside the store


INTERIOR STORE DESIGN:

Focal point of stores – Hoardings were generally placed at the end of the escalators. Presence of standy. Some of them include e-zone 5% cash back offer, e-zone smart

swap, i-phone 4s promotional hoarding for Samsung tab P&G promoting Sikhsha.

Music- Feel good music numbers were played inside the store

Colour and fragrances- Apparels and store colour were usually arranged in the form of 7 colours of retailing.

Comfort- For the comfort level of customers,sitting arrangements were even made.


PROMOTIONAL STANDY


STANDY SHOWING FESTIVE OFFER

FLOOR DESCRIPTION WITH MERCHANDISE MIX

GROUND FLOOR Ladies Ethnic, Ladies Formal, Cosmetics, Fragrance, Fashion Jewellery, Fashion Accessories, Sunglasses, Watches, Lingerie, Ladies Night wear.

FIRST FLOOR Men's Casual, Ladies foot wear, Men’s Foot wear, Men's Accessories, Leather Bag, Kids Fashion, Ladies Casual

FLOOR DESCRIPTION WITH MERCHANDISE MIX

SECOND FLOOR Infant Necessity, Toys & Play Area, Home Fashion, Men’s Casual, Men’s Formal, Men’s Ethnic, Bag pack, Ladies Sports wear, Men’s Sports wear, Men’s Inner wear.

THIRD FLOOR (TOP FLOOR) Food Bazaar, E- zone, Food Court

MERCHANDISE DISPLAY APPROACH

When it comes to arrangement of clothes, same type of clothes of different SKU’S were stacked together.

Zone 1 :Right next to the aisle Most visible to the customers Power pricing Entry price points, fashion merchandise display

Zone 2: Between the fixtures touching the aisle It is not visible at the first go. Display core fashion merchandise They have very attractive display areas, in which they put the mannequins and

accessories

Zone 3: Back wall High visibility from the far off. Clothes were displayed in proportional manner Latest theme or story were placed on the wall Wall display in co-ordination with nested table Wall display in accordance with proportional display in ground floor (ladies section)

and balanced display representing principles of design

Shoulder-out presentation

Face-forward presentation


PICTURE OF PROPORTIONAL DISPLAY


PICTURE OF BALANCED DISPLAY

POINT OF SALES PROMOTIONAL MATERIALS

Promotional activities carried out in front of cash counters (Drawing competition for kids)

Impulse buying items such as socks, deo, napkins were placed near cash counter both on ground and 2nd floor

In case of 3rd floor, which is mainly the food bazar section; cigarettes, bourbon biscuits, toothpaste and tooth brush were present near the cash counter

FIXTURES Fixtures are the important part for a retail store to display the merchandise. Many types of fixtures are used in a retail store to maximize the target area, the daily sale rate, and minimize disruptions in merchandise operations.

The fixtures that were used in Kakurgachi Pantaloons :

Four way racks

Straight racks

T-stands

Waterfall arm stands

Nested tables

Gondola

STRAIGHT RACK

FIXTURES

FOUR WAY RACK

T-STAND RACK

FIXTURES

WATERFALL ARM STAND

NESTED TABLE, SIGNAGE

FIXTURES

GONDOLA

FIXTURES

SHELVES

Shelves are a perfect decorative accent and design solution for any blank wall of a retail store. Shelves are the functional and helpful storage tool for organizing and displaying a wide range of merchandise.

In Kankurgachi Pantaloons for apparels they were using mainly the Rectangular shelves to keep the merchandise.

In Men’s Casual section they were using a few Square shelves to display the jeans.

In Food Bazaar all the merchandise are kept in a Rectangular shelves.

Use of end caps

RECTANGULAR SHELF

SHELVES

RECTANGULAR SHELVES WITH END CAP

SHELVES

WINDOW DISPLAY POLICY

All Traditional Windows (8 to 10 feet high)

Parallel-to-Sidewalk Windows ( can be seen from the main street)

Closed-back Windows (customers cannot see inside the store through the windows)

Seasonal theme for window display

“SPRING HUE” was written on the fore ground of the window

The merchandise and mannequins were placed on the middle ground of the window

The back ground of the windows were well decorated and painted.

THEME BASED, TRADITIONAL, PARALLEL TO SIDE WALK, CLOSED BACK WINDOW USE OF MANNEQUINS, SIGNAGE, PROPS


USE OF MANNEQUINS

Mannequins were placed on the tables & floor

Presence of mannequins in the mid ground of the windows

Particularly used for merchandise display in apparel sections

Mannequins were displaying theme based apparels

MANNEQUINS

USE OF MANNEQUINS

GRAPHICS,POSTERS AND BACKLIT VISUALS

GRAPHICS:

Graphics add personality and beauty to the store image

In ground floor ladies sections brown wooden line straps are present where in accordance with it proportional display of women clothing is done.

In 1st floor luggage section images of vehicles were drawn on walls

POSTERS:

Promotional banner of Pantaloons representing new brands and collection getting in this festive season

Promotional hoarding of Samsung tab, E-zone 5% cash back offer

E-zone smart swap promotional hoarding

Posters of P&G promoting Sikhsha

BACKLIT VISUALS: Presence of backlit visuals at the upper back side of the cash wrap and near the escalators

GRAPHICS,POSTERS AND BACKLIT VISUALS

LIGHTING AND COLOUR USAGE

LIGHTING:

Presence of narrow and wide spot light

In food bazar section normal tube light were there on the ceiling

Presence of decorative light in ladies section

COLOR USAGE:

Ground floor was basically of white color (neutral tone) except in the ladies section where light mehendi (muted/dusty tone) along with white color were used on back wall

In 1st floor, white along with orange(bright tone, warm color) and light mehendi color(muted/dusty tone) were used in the ladies section

Walls of men section were in white color

Men’s shoe section white along with blue color(mid tone colour,cool color) were used in back wall shoe display

In second floor men’s section, white along with light Mehendi color were used in the back wall of clothes display


Use of color blocking concept in the men’s Formal shirt section

In kids section back walls were designed with different colors like pink, light green, yellow, sky

In 3rd floor, which is mainly the live food zone and food bazar were mainly of white color walls and ceilings

Use of color blocking concept in the ladies hand bag section


COLOUR USAGE

•Geographic- People living in nearby residential areas of Kankurgachi,Ultadanga,Girish park,Phoolbagan etc. and people coming from all over kolkata for work can cater their needs as it provide everything under one roof. •Demographic- (a)Young working population (c) Growing population of nearby areas(b)Higher and upper middle class (d) Women folk and homemaker •Psychographic - (a)Socio economic class –A1, A2, B2 (b)Lifestyle –Culture oriented, Sports oriented, Outdoor oriented, Fashion oriented. •Behavioral –(a)Occasion- Regular, Seasonal (d) User rate-Medium(b)Benefits- Quality, Economic service (e) Loyalty-Medium & strong(c)User status –Regular (f) Attitude –Positive

MARKET SEGMENTATION

TARGET CONCENTRTION

•Bachelors, Young college students who have high westernized genes.

•Women – Married and working, Housewives

•Women- with children & without children

•People who are willing to spend on fashion wear and accessories.

TARGET POSITIONING

• Pantaloons Kankurgachi has positioned the store in a very different manner.

•The store is very open and plays a soothing music. The store is very spacious.

•The door of the store is always open which always invites customers and makes them feel special.

• Pantaloons Kankurgachi has segmented its products in a Demographic way.

•In the entrance, there are cosmetics, jewellary, eyewear and purfume, then is the ladies section which first has the Indian wear, then the western .After that is the men’s wear and then the sportswear.

• Pantaloons brands like UMM, AJILE are always positioned at the eyelevel.

• Pantaloon always positions its product at a place where the consumer would see the product once and instantly get attracted.

• The company has also positioned itself according to the occasion and requirement

OBSERVATIONS

• The entry and exit are clustered in such a way that it allows Pantaloons a leverage on foot holding time.

• The closed back windows are used in such a unique manner such that it attracts passerby to visit stores physically.

• Pantaloons, Kankurgachi has segmented its product in demographic way.

• In house brands are placed at eye level.

• Detail presentation of in-house brands and premium brands are done on mannequins at every corner of the store.

• Impulsive buyer approach has been exercised by Pantaloons to increase sale.

• Unique theme and background blend are used together in such a manner that makes Pantaloons ,Kankurgachi the best customer feel good shopping destination.

CONCLUSION

Pantaloons ,Kankurgachi has positioned its store in such a manner that it attracts passersby to make a physical visit to the store .The decors and graphics used by Pantaloons, Kankurgachi has made itself a stand out among other retail giants. Pantaloons, Kankurgachi has been able to segment its merchandise in such a manner which is both customer friendly and profit mechandiser. In house brands are placed at eye level so that it accounts the maximum Customer footfall generator.

CampusAhmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar

Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata.

Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

pantaloons retail project

Education

pantaloons store

store storelayoutanddesign

store colour

departmental store

exterior store design

interior store design

store frontage storefrontage

store security security