INTERNSHIP REPORT

2015

Bachelor of design – Fd /Kolkata By :- Soumya

Visual Merchandising of aMulti branded store

INDUSTRY MENTORANURADHA PAULCOLLEGE MENTORANITA RAY

It gives me a great pleasure to acknowledge the assistance and contribution of a number of individual towards the effort. I would like to thank the FOOTWEAR DESIGNING & DEVLOPING INSTITUTE, KOLKATA and department of FD, for providing me with a platform to achieve my goals. Special thanks to the course co-ordinator of the department Ms. Anita ray for allowing me to work on a project of my choice. I take this opportunity to thank Ms. Anuradha Paul, Visual Merchandiser at pantaloons gariahat for his valuable guidance, closely supervising this work over the past few weeks and helpful suggestions. I would also like to thanks company employee for their great help and support truly in the progression and completion of the internship program.

ACKNOWLEDGEMENT

ABSTRACTA FOUR weeks internship Degree Project is an integral part of FD, a four year design course at FDDI. In this project the students take up live projects with companies. The industry training exposes them to not only the ethics of the professional world but also grooms their design skills. It gives the students a chance to apply their acquired knowledge in true sense. I got an opportunity to take up this project with pantaloons (Aditya Birla group) Kolkata . I was a part of their Visual Merchandising team, where I took up various projects. My main project was to learn entrance display, section display and mannequins styling. I changed various entrance display of pantaloons Kolkata . It was changed with the various themes and colours including props and supportive elements. Also changed and arranged the sections of the different brands of ladies wear (for example: Lee Cooper,, Bare Denim, Rangmanch e.t.c.), men’s wear (for example:, altomoda ,Lee e.t.c.) and Ladies Bag sections. The whole exercise was very exciting and challenging as it gave a complete new look from what it was initially. Another challenging project was to design the graphic of the sale. I designed several graphics for sale season that include ease boards, discount signage, working on Wednesday collateral, etc. I also did a market survey for making a report on current fashion trend, for which I had to go and search for the current fashion in kolkata.

INTRODUCTION Industry internship is an internal part of our course and is

intended to give students an appreciation and working knowledge of the industry. In order to structure and monitor the internship so that the student gain appropriate and valuable experience, a guideline of methodology & deliverable is provided.

Internship brief• Internship period is of 4 weeks. •The student is supposed to choose a particular field of work. •The industry would be assigning project work to the internees. •Study of the different procedure involved and their application. •Time study and operation breakdown. •Making day book / scrap file. •At the end of the internship a presentation would take place. •Apart from the assigned project the students are required to study

the different sections / departments of the organization.

VISUAL MERCHANDISING

• Visual merchandising is an activity and profession of developing the floor plan and three – dimensional displaying in order to maximize sell

• The primary purpose of visual merchandising is the presentation of product in a way that cause them to be sold quickly

• Merchandise also seduces & charm your customer for an impulsive sale make it easier to customer to shop

• Assist customer with the possibilities of coordinating & accessorizing

• Recommend highlight & demonstrate particular product at strategic location

KEY COMPONENT OF VISUAL MERCHANDISING

• LAYOUT• MERCHANDISING • DISPLAY • GRAPHIC

1) Layout space planning segmentation Fixture layout Final layout 2) Merchandising Choosing the right display for your product 3) Display Adding interest Adding character Supporting the Brand 4) Graphic Add interest Add character Supporting the brand Communicate Sell5) Fashion season in india Spring summer Autumn winter

layouting• Use wall to get volume of product out with shelving or rail.

Keep floor lighter ensuring there is a sufficient walkway space

Display standard• In India we highlight our basic first • But if we talk about internationally they emphasize on

seasonal fashion ,current trend & connectivity through props

Fashion Table Display • Open display of merchandise with full size set for

selling purpose • At least 4 option with full size set for top wear &

atleast 2 option with full size set of bottom wear• Table should not have single piece of display• If table is divided into two parts one part will have

top wear display & another part will have bottom wear display

• For fashion table display whenever we highlight bust form should display the same merchandise on the table & should also have full size set any merchandise highlight on

• The bust form if it run out of size or sold out it need to be change with the one that is in the stock on the table

Fashion table display are of two type• Product specific :- highlight product with all option

in a open display• Co – ordinate look :- suggest co – ordinate display

to form a look

Floor look • Eye level is very important • Eye level is the Buy level• Enhancing the focal point

by placing them at the eye level of the customer so that they can relate the coordination

Floor look • Walking space or asile

within the section is quite wide as the main asile

• Accessories are displayed in coordination with respective colour stories within the section itself

Window • Window play a very

important role in converting the stroller outside the store to an impulsive buyer

• The thing which play a very important role in lifting the standard of the brand & store are the window display

• Mannequin ,light effect ,quality of graphic ,props ,coordination ,mood &n story behind

Light effect• We generally use light to focus on our mannequins‘ used and

for the background whereas they play with light to create an eye catchy and appealing look

Props • Props should be given more

emphasize as it enhance the brand value and add to its character

• Props positioning shouldn’t be compromise in any case

Coordination & styling • Pattern or style used in

promotional or seasonal docket is also followed in styling the mannequin

• Merchandise & accessorisation compliment the element used in the promotion & vice - versa

Floor signage's

PowerPricing generic product signage

Fit signage

Look signage Get the

look signage

Green card signage

New signage (black)

Fashion Friday

Offer signage

Generic signage manual• All the signage should be in right format no spelling mistake • Right font should be use (Helvetica 35,aparajita,helveticaneue,rupee

foradian)• Apart from brand signage no extra signage should be there in any

brand • As per the brand signage guideline all the brand signage should be

there on the floor • Any promo or offer signage will be placed with new acrylic stand .it will

be not hide any brand signage• All the signage paper & acrylic should be in proper condition • No one fixture only one signage will be kept• Always ensure that signage are never one sided .it has to be two sided

Look signage

A4 & A5 will be placed to highlight co – ordinate looks & product Get the look signage

• Pillar• A3• A5

Offer signage

• Every store should have anniversary artwork file & offer & communication will be send from ZO

• Timely execution of the same is important

New signage black

In black new signage mainly following signage are used : -• New arrival• New trend • New introduction • New fit • Your favourite • Are divided into following category • A4 • A5 • Shelf talker• Browser tags

How to handle & care of mannequins• Clean hand• Remove arms first ,carry arm & wigs separately• Carry like in a dance motion arm around waist • Hold base rod to bum• Avoid carrying dressed mannequins • Carry calf ,ankle or foot connection separately • Don't use abrasive soap or ajax to clean soft soap & cloth only• Clean base before positioned• Dress/ style wig before carry separately • Never swap hand or arm to mannequins • Iron /steam all garments• Undo all the buttons ,zip avoid stretch or tearing • Always pull garment from head of mannequin • Pull apart mannequin before dressing• Update skin colour ,makeup ,wigs for season

Mannequins with props

zone

Zone 1• It is the most visible to

the customer .power pricing ,entry price point ,fashion merchandise display

Zone 2

All mid priced items are displayed in this zone

Zone 3• Very visible far off .latest

theme or story should be placed here .wall display in coordinated with nesting table work well ,be it story or colour

Fixture capacity2 way / 4 way browser straight arm

• Ladies top wear / men's knit top wear /kids top wear maximum – 48 pcs

• Maximum – 6 pcs

Ladies ethnic • Maximum – 16 pcs • 2 option – 4 pcs each • 2 option – 8 pcs each

Ladies top wear /men's knit wear/kids top wear

Maximum 56 pcs in total8 option – 7 pcs each7 option – 8 pcs each

TYPE OF ARM

• WATER FALL• T – ARM • Straight arm

Shelf

Colour blocking • Colour blocking is also very important .colour blocking is an easy

way of making basic & nice merchandise look appealling .it only require placement of merchandise based on its colour

• Colour blocking is always done vertically .this is done so that

customer can see a variety of colour option available to him /her

• As colour is a very power stimuli & evokes strong emotional response in people vertical blocking also nullifies any ill effect a particular colour might have a person .in the horizontal blocking if the colour in the most visible region was the one that customer dislike he /she would probably just turn away from the store

Pantaloons • Pantaloons' ,the newly acquired fashion brand of aditya birla group has

been a prefered choice of today generation. since its launch in 1997.Having a fashion spread of 28000 sq.ft.brand has 81 store across 40 cities which has redefined the style quotient of the apparel Indian industryPantaloons

• Pantaloons Fashion & Retail, one of the top clothing brands in the world, is India's fastest growing premium lifestyle company. With innovative designs, concepts and products, the company brings the latest trends in fashion and clothing styles to the apparel market.

• Pantaloons, previously controlled by the Future Group, has been recently taken over by Aditya Birla Nuvo Limited, a US $4 billion premium diversified conglomerate and India's largest manufacturer of linen fabric.

• Pantaloons offers multiple accessories and clothing brands across a spectrum of categories for men, women and kids. The company provides an incredible and complete one-stop shopping experience to its buyers through its vast collection of more than 200 prestigious brands for the discerning fashionista. Pantaloons, with a presence across 49 cities through 103 aesthetically designed large format stores and 26 factory outlets, displays a range of classy and trendy merchandise that truly lives up to Pantaloons’ maxim of ‘fresh fashion’.

• A typical Pantaloons store comprises a brand portfolio that runs across a gamut of styles that spell class. The collection includes ready-to-wear western and ethnic apparel for men, women and kids, complemented by an exhaustive range of accessories. The variety of products and brands has helped propel Pantaloons to become one of the best clothing brands in India.

• Apparel, brands and accessories Pantaloons offers its customers a collection of apparels and accessories from the

stables of globally renowned brands. The private labels for men in western wear include Lombard, Rig, Bare Denim, Bare Leisure, SF Jeans, Byford, F Factor and JM Sport apart from trendy brands like Urbana, Scullers, John Miller and Indigo Nation. Akkriti provides a wide selection of ethnic wear.

The women’s section houses the private labels — Bare Denim, Bare Leisure, Rig, Annabelle, Honey, and Ajile — in western wear, as well as the choicest ethnic wear from RangManch, Trishaa and Akkriti. Popular brands like Lee Cooper, Biba and W are also available. The formal wear section offers a range of crisp and well-tailored collection by popular international brands such as Van Heusen, Allen Solly, Peter England and Louis Philippe.

Kids can choose from private labels like Bare Denim, Bare Leisure, Rig, or indulge in exclusive brands like Lee Cooper Juniors, Chalk, Poppers, Pink & Blue, and Sach in addition to international brands like Barbie and Disney. For the ethnic look, they can opt for traditional wear from Akkriti. The portfolio of brands also includes infant wear by Chirpie Pie.Pantaloons offers much more than just apparel. Customers can shop from an assortment of watches from renowned international brands, including Tommy Hilfiger, Esprit, Kenneth Cole, Citizen, Timex, Titan and others.Trendy sunglasses from Polaroid, Guess, Police, Scott, I Dee and Allen Solly are also available. The accessories and beauty segments display an attractive collection of

ladies’ handbags from Lavie, Caprese, and Fastrack. Also available are products from colour cosmetic brands such as Bourjois, Chambor, Deborah, Faces, Revlon, Maybelline, and Lakmé, as well as a wide collection of exotic fragrances.In its endeavour to meet the consumer’s ever-changing fashion needs, Pantaloons has introduced new brands that include Candies, Alto Moda, Turtle, Spykar, 109F, AND, Chemistry, Global Desi and Giny & Jony.Pantaloons is an integral part of the prestigious Aditya Birla Group, a USD 41 billion Indian multinational company, operating in 36 countries across the globe with over 120,000 employees. Voted as ‘India’s Most Trusted Apparel Retail Brand’ in the prestigious Brand Equity Survey 2014, Pantaloons continues to nurture consumer trust and confidence. With its overwhelming repertoire of lifestyle apparel brands, the company is focused on growth while continuing to create fresh fashion. Among some of the top clothing brands in India, Pantaloons is recognised by its warm personalised service that completes the core proposition of this trendy chain.

HOW DO A VISUAL MERCHANDISER WORK IN A PANTALLON STORE

Following is the diagram which describes the propagation of a instruction or print offer from the head office to a Pantaloons store:

Head office Zonal office Store

Example explaining above diagram

• Firstly any instruction is issued from the head office, like suppose there is an offer: buy 3 get 3 free; and it should be implemented in all the Pantaloon stores within a certain period.

• The H.O. sends this information to the zonal offices under it.• The zonal office, now, will send this to the stores in the form

of coral draw file.• The V.M. of the particular store receives the file and resizes it

according to the size of the window ,pillars ,etc of his/her store.

• After resizing the coral files, V.M. sends it to the print house for printing purpose.

• After the completion of printing, the print house resends it to the store.

• Now, the V.M.’s job is to instruct and monitor the vendor while cutting and pasting of the printed items .

• After this step, V.M. specifies the places where the print offer is to be displayed and instructs the vendor to do so.

• After all this VM take the photograph and he makes the PPT & send it to zone

• Apart from these work vm also responsible for mpm audit as well display of each department in the floor

• He also help in sourcing of material• V.M. sends the V.M. bill to the zonal office constituting of the

expenses done in printing of the offer.

VENDOR

• Vendor plays a vital role in a store.• He is the person through which the V.M. organizes his work.• The different types of works like cutting, pasting, etc. ordered

by the V.M. is executed by the vendor.• So its very necessary for the V.M. to maintain good behavior

with the vendor as he is the main tool of the whole execution of him.

Following are the department in Pantaloons

• Mens formal• Mens casual , denim &

sports • Women ethnic• Women western• Kids

BRAND UNDER WOMEN WESTERN Honey Candies Jealous 21 Lee cooper Bare denim Ajile Annabelle Altomoda And Rig SF

Formal Brands • Peter england• John miller • Lombard

Party wear brand ( F) factor V. vanheusen

Men's casual denim & sport brand

Altomoda Rig Lee cooper Moustache Lee Spykar Levis Bare Denim Turtle Jamespot Bare SF

kids Brands

Kids section pic• Poppers • Akkriti• Bare• Chirpie • Chalk

Women ethnic rang manch Biba Akkriti Global desi Trisha W

window

A display of goods in a window designed to attract customers

Cluster

Focal point • A key factor in creating an

attractive retail display is to create a focal point. Having a focal point is a place that people’s eyes will immediately focus on when they first look at the display. Do not worry a fancy degree in Marketing or understanding lots of unusual terms is not required to create a great looking display that works. It is far more important to use some general common sense to help you find an ideal focal point.

Header

This is a header which is mainly used on the department wall to highlight the offer so that it can be noticed by the customer.

Dropdown

A5 signage

This is the flat discount A5 offer signages which are used in the section wherever needed

A4 signage

This is a A4 signage used in the section to highlight the sale offer

Shelf talker

Shelf talker is a signage which is displayed on the shelves of different discount offers and also of the new arrival. These are also used in gondolas for the communication with customers

Power pricing

Conclusion As one month is over, my internship just terminated. I am glad to have undergone this internship because it taught me important things and also got to explore my own interest. This internship was an amazing experience and also taught me a lot of thing in the department of visual merchandising. Contrary to my initial expectation I really enjoyed my internship as I learned many things with my both interior and industrial mentor. This exposure helped me to expand my knowledge in the visual display and management sides of the industry. I applied various segments of knowledge taken from my college classes to understand how best to attract and appeal to the target consumer through the use of visual displays. This internship has increased my artistic abilities, expanded my knowledge of visual display and inspired me to strive for similar and more challenging experiences in the future. Planning out for the upcoming sale season was one of the most challenging work. During my internship period I also got an golden chance to work in the sale which is the most difficult task to do. This learning opportunity has given me so many opportunities to grow as a student.

At pantaloons I’ve learned many things as an intern, this was the first time when I got an exposure to industry and those will be my best industrial experience forever. The things which I learned during this visual merchandising internship are as follows: ENTRANCE DISPLAY I’ve learned how to do the entrance display according to the theme and how it should stand differently and also play your displays around colours and props and captures the customer’s attention. The entrance display should be attractive and it should always be changed in a week or two. SECTION DISPLAY In section display the merchandise stock should be kept neatly, iron the merchandise before display on the mannequin, replenish merchandise time to time, colour blocking on the shelves and fixtures and to maintain fixture layout. These were my learning in the section display. MANNEQUINS DRESS UP As dressing up the mannequins the merchandise should always be ironed and should also complement each other. MATERIAL HANDLING In material handling I got to learn many things that are eco solvent vinyl pasting, handling signage fixtures (like acrylic frames, clips, rod stands), different signages printouts and use of sun boards. SALE During the sale period I got to learn that the customers are always in hurry, so use signages not only to identify the brand but also to categorise. This will help customer to pin point what they need & inspire additional purchase.

LEARNING

Bibliography

http://wiki.answers.com/Q/What_is_colour_blocking_and_visual_ merchandising

http://www.fibre2fashion.com/industry-article/6/547/the-art-of-visual-merchandising1.asp

https://en.wikipedia.org/wiki/Visual_merchandisingttps://career.hm.com/content/hmcareer/en_th/what-can-you-do-here/sales/visual-merchandiser.html

Thank You