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    Merchandising: Anjali / Devjyoti / Pooja / Riya / Sachin / Sakina

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    Manas Das
    This document provides an overview and analysis of the visual merchandising techniques used at the United Colors of Benetton store located in Shillong, India. It includes a table of contents that lists topics such as 10 small things that make a big difference in visual merchandising, an overview of United Colors of Benetton, an analysis of the exterior and interior visual merchandising of the Shillong store, a comparative analysis with other Benetton stores, and some fun facts. The document then analyzes specific aspects of the Shillong store's exterior and interior visual merchandising, identifying areas that could be improved, such as adding more signage and utilizing empty wall space. It also compares the store

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    Merchandising: Anjali / Devjyoti / Pooja / Riya / Sachin / Sakina

    Uploaded by

    Manas Das
    418 views67 pages
    This document provides an overview and analysis of the visual merchandising techniques used at the United Colors of Benetton store located in Shillong, India. It includes a table of contents that lists topics such as 10 small things that make a big difference in visual merchandising, an overview of United Colors of Benetton, an analysis of the exterior and interior visual merchandising of the Shillong store, a comparative analysis with other Benetton stores, and some fun facts. The document then analyzes specific aspects of the Shillong store's exterior and interior visual merchandising, identifying areas that could be improved, such as adding more signage and utilizing empty wall space. It also compares the store

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    visual merchandising for UCB..

    Original Title

    vm ucb (2)

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    This document provides an overview and analysis of the visual merchandising techniques used at the United Colors of Benetton store located in Shillong, India. It includes a table of contents that lists topics such as 10 small things that make a big difference in visual merchandising, an overview of United Colors of Benetton, an analysis of the exterior and interior visual merchandising of the Shillong store, a comparative analysis with other Benetton stores, and some fun facts. The document then analyzes specific aspects of the Shillong store's exterior and interior visual merchandising, identifying areas that could be improved, such as adding more signage and utilizing empty wall space. It also compares the store

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    418 views67 pages

    Merchandising: Anjali / Devjyoti / Pooja / Riya / Sachin / Sakina

    Uploaded by

    Manas Das
    This document provides an overview and analysis of the visual merchandising techniques used at the United Colors of Benetton store located in Shillong, India. It includes a table of contents that lists topics such as 10 small things that make a big difference in visual merchandising, an overview of United Colors of Benetton, an analysis of the exterior and interior visual merchandising of the Shillong store, a comparative analysis with other Benetton stores, and some fun facts. The document then analyzes specific aspects of the Shillong store's exterior and interior visual merchandising, identifying areas that could be improved, such as adding more signage and utilizing empty wall space. It also compares the store

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 67
    At a glance
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    The document discusses principles of visual merchandising like balance, emphasis, proportion, rhythm and harmony. It also provides tips and techniques for effective store displays as well as areas of improvement for the Benetton store in Shillong.

    Principles like balance, emphasis, proportion, rhythm and harmony. Comparisons are also made between displays at different Benetton stores.

    Some areas of improvement mentioned include having no signboards outside the mall, no directional signs from outside, utilizing empty wall spaces with posters, and making the store front more visually appealing.

    MERCHANDISING

    GROUP I

    ANJALI / DEVJYOTI / POOJA / RIYA / SACHIN / SAKINA


    TABLE OF CONTENT

    • 10 small things to make BIG DIFFERENCE


    in Visual Merchandising.
    • United Colors of Benetton Overview.
    • Understanding Exterior Visual
    Merchandising techniques of United
    Colors of Benetton, Shillong.
    • Interior Visual Merchandising of the store.
    • Comparative Analysis.
    • Fun Facts.
    SILENT SELLING=THE ART OF VISUAL
    MERCHANDISING
    76% of shoppers never speak to a sales assistant when shopping.
    GET TO “REALLY” KNOW YOUR CUSTOMERS!

    BOB BILL
    GRABBING CUSTOMER’S ATTENTION
    MAKING IT EASIER TO SHOP
    STIMULATING INTEREST IN THE PRODUCTS
    UNDERSTANDING HOW CUSTOMERS CAN BE
    ATTRACTED BY LIGHT, COLOR AND REFLECTION!
    ATTRACT CUSTOMERS TO WALK TOWARDS THE
    CREATED SPACE.
    CREATING A POINT OF EMPHASIS
    SUGGESTING THE MERCHANDISE
    COORDINATION
    A SIMPLISTIC DISPLAY THAT CLEARLY REFLECTS YOUR BRAND AND
    PRODUCE AND DON’T FALL INTO THE TRAP OF LETTING THE DISPLAY
    GET TOO BUSY OR JUMBLED.
    PRESENTING EACH PRODUCT WITH PRIDE
    AND AUTHORITY
    ABOUT BENETTON
    • Global fashion brand based in Triviso, Italy.
    • Name comes from Benetton family.
    • Listen in Milan (BT: BEN), Frankfurt and New York.
    • Network of around 6000 stores in 120 country.
    • Stores are managed by independent partners.
    • Generated a turnover of over 2 billion Euros.
    • Core business in clothing lines.
    • Casual clothing market as “United Colors of Benetton.”
    • Fashion oriented Sisley division, Playlife leisure wear and Killer Loop.
    • Products include womenswear, menswear, childrenswear and
    undergarments “United Colors of Benetton”
    • Expanded into perfumes, toiletries, watches, kitchen accessories and
    babies products.
    UCB in India
    • UCB operates in the name of Benetton India Private Limited.
    • Mode of presence in India: 100% subsidiary at present.
    • Year of entry- 1991-92.
    • Key Business: Apparel and Accessory Retail.
    • Around 170 stores in India and 45 cities.
    • Enter into Joint Venture 50:50 with DCM.
    • Retail network is mixed of owned and franchised stores.
    • Manufacturing unit at Gurugram (Haryana) where almost 50 %
    garments required for Indian stores are manufactured.
    • The remaining sourcing for the Indian market happens through contract
    manufacturing from Ludhiana, Delhi, Bengaluru, Chennai, Nepal and
    Benetton International.
    Location

    OB SHOPPING MALL, POLICE BAZAR,


    SHILLONG, MEGHALAYA 793001
    Elements of Exterior of the Store
    Store’s Signs From Outside

    STORE FRONT
    AREA OF IMPROVEMENT
    • NO SIGN BOARD
    OUTSIDE THE MALL.
    • NO DIRECTIONAL SIGN
    FROM OUTSIDE.
    Scope of Improvement

    AREA OF
    IMPROVEMENT

    • UTILIZATION OF
    EMPTY WALL WITH
    POSTERS
    WALK & ENTRIES

    AREA OF IMPROVEMENT
    • PLACING OF A DOORMAT.
    • POSTER AND BANNERS IN EMPTY SPACES
    • STORE FRONT TO BE MADE VISUALLY APPEALING
    SOME AREAS CAN BE WORKED UPON!

    WALLS NEAR THE STAIRCASE AREA CAN BE


    UTILIZED TO PUT PICTURES RELATED TO THE
    BRAND.
    Directional Signage inside of the Mall
    AREA OF IMPROVEMENT

    • KEEPING THE PROPER LIGHTING BY


    REPLACING THE FUSED BULBS.

    • KEEPING THE FRONT SIGNAGE BOARD


    LIGHTS ON.
    WINDOW DISPLAY & STORE FRONT
    (STRAIGHT)

    AREA OF IMPROVEMENT

    • USING MORE
    COLOURFUL COTHING
    • CREATE MORE
    COLOURFUL
    BACKGROUND
    • PROPER PLACEMENTS
    OF MANNEQUINS
    NO DIRECTIONAL SIGNAGE INSIDE THE
    STORE
    NO PROPER PRODUCT CATEGORY SIGNAGE
    SIZE CHARTS
    W
    O
    M
    E
    N

    M
    E
    N
    K
    I
    D
    S
    T
    O
    D
    D
    L
    E
    R
    S
    FOLDING TECHNIQUES

    SHIRT
    PANTS
    PLANOGRAM
    KID'S SECTION
    KID'S SECTION
    KID'S SECTION
    KID'S SECTION
    SHOES
    BAGS
    MANNEQUINS
    FIXTURES

    SHELVES SLAT WALL FIXTURE


    BALLET BAR RACK

    WING FIXTURE
    NESTING TABLES
    MERCHANDISE PRESENTATION ON WALL

    Denim Fit Guidance


    ILLUMINATION (TWO DIFFERENT LIGHTS)
    BASIC AMENITIES – SITTING ARRANGEMENT

    AREA OF IMPROVEMENT

    • USE FOR STORE BRANDING


    SOME AREAS CAN BE WORKED UPON

    • THIS DISPLAY IS RIGHT IN FRONT OF THE


    STORE ENTRANCE.
    • IT CAN BE ENHANCED TO ATTRACT
    CUSTOMERS.
    Principles Of Designs Used In Display
    UCB Shillong V/S Other UCB Stores
    BALANCE
    UCB UK
    EMPHASIS
    UCB, New York

    UCB Subhash Nagar, New Delhi


    PROPORTION
    UCB, Santa Cruz UCB, Subhash Nagar
    RHYTHM
    UCB Milan
    HARMONY
    UCB New York

    UCB Subhash Nagar,


    New Delhi UCB Mumbai
    Interesting Facts

    1. 85% of shoppers like in-store digital signage.


    2. 81% of customers read reviews and ratings.
    3. 73% of customers say product knowledge is needed from
    sales associates.
    THANK YOU

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