Table of Contents

Particulars Page No.

Introduction 2

About the Brand & Store 3

Principles of Design of the Store 5

Color
Balance
Emphasis
Rhythm
Proportion

In-store and out-store display Fundamentals 8

Store Exterior study- 10

Entrance
Window Display

Store Interior study- 12

Store Design
Fixtures
Lightning
Signage
Ergonomics
Graphics

Product Presentation 18

Suggestion 19

1
Introduction
In the world of Visual Merchandising as we know it today, artistic talents
play a major role in creating an atmosphere that motivates shoppers to
become customers. Unlike the fine artist whose creativity is a statement of
feelings, or yesterday’s window trimmer, whose goal was just to produce a
pretty display, today’s visual merchandiser must create displays with an
eye on function and artistic expression that ultimately increase the store’s
profitability. In today’s retail environment, the practice of concentrating a
store’s display budget on windows replete with costly props and
backgrounds is the exception rather than the rule.

Visual Merchandising, briefly defined, is the presentation of a store and its

merchandise in ways that will attract the attention of potential customers
and motivate them to make purchase.
A position as visual merchandiser involves a combination of skills,
including creativity; a sense of order; dedication to design principles; and
the discipline to follow directions, stay within budgets, and complete
paperwork.

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About the Brand & Store

“Lee | Wrangler”

STORE LOCATION: 1st FLOOR, CENTRE ONE MALL, VASHI, NAVI MUMBAI.

Lee and Wrangler, is managed by VF Corporation.

VF Corporation is the largest publicly held apparel company in the world.
It is traded on the New York Stock Exchange under the symbol VFC. The
VF Corporation is a leader in branded apparel including Jeanswear,
outdoor products, image apparel and sportswear. Its principal brands
include Lee, Wrangler, Riders, Rustler, The North Face, Vans, Reef,
Napapijri, Kipling, Nautica, John Varvatos, JanSport, Eastpak, Eagle Creek,
Lee Sport and Red Kap.

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Lee- Lee Jeans is a leading international retailer and manufacturer of
denim wear and casual wear.
In 1889, Henry David Lee launched the Lee mercantile company on the
world. Lee was provoked by the conflicting quality and feature of foreign
work wear and decided to produce quality US garments. H.D Lee
designed Lee Overall, in the year 1911. The initial brand model was named
the “Lee Bib Overall”, made in 7.5-ounce denim containing an all
functional chest pocket and a button fly.

Wrangler- Is a manufacturer of jeans.

It was born out of the Blue Bell Overall Company of North Carolina in
1947. Starting life as the major supplier of denim to the US Army during
WW2, the company then turned its attention to Jeans. The ambition was
simple; to create the worlds’ best five pocket jeans. Since then Wrangler
has grown worldwide to symbolize authenticity, a free spirit and
rebellion…all values which still represent the brand today.

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“Principles of Design” of the Store
Color
Store uses a set of analogous colours. Colours that are next to each other on
the colour wheel may be used in combination to form the analogous colour
scheme.

They used different tones of yellow, black, white and sea green.

Emphasis
Every visual presentation is built around something of particular interest,
often referred as the focal point. The focal point is the dominant or central
point of a display, with everything else playing a secondary or subordinate
role.

In the store, there was nothing as a focal point. On nothing, they wanted to
put emphasis on.

5
Balance
Store was in a symmetrical balance. If we divide the store in two halves, it
was equally distributed in aspects of space, mannequins, change room,
lightings.

It was in an asymmetrical balance in sense of fixtures and merchandise

placements.

Rhythm
When all of the elements of a design are properly located so that the eye
travels smoothly from one part to another, then flow, movement, or
rhythm have been said achieved. We discover that rhythm is carefully
executed through repetition, continuous line, progression, radiation, and
alteration.

The store uses a repetition form of a rhythm. In a display, it uses the

principle of repetition of shapes; the eye is led in one direction by multiples
of the same shape. The placement of identical forms in a row moves the
eye across the display.

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Proportion
The principle of proportion involves the comparative relationship of the
design elements to each other. When each element of the design is properly
proportioned, the whole will have a pleasing effect to the eye.

The store at some places like placing of garment had the proportion. And
at some places, like the graphics and the fixtures & garment ratio, it was
not proportionate.

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In-store and out-store display
Fundamentals
In order to effectively differentiate one retail facility from another, and
bring the retail premises to its highest level of visual appeal, a variety of
different components must be successfully coordinated. Visual
Merchandisers must be constantly aware of what’s taking place in each of
these visual segments and must be prepared to make any necessary
changes. The following sections represent an overview of the various
components:

EXTERIOR
Entrance
Window Display

INTERIOR
Store Design
Mannequins
Fixtures
Materials, Props & Tools of the trade
Lightning
Theme
Signage
POP Display

By virtue of being a chain store and not a departmental store, it must be

having a centralized visual merchandising. The centralized visual plans are
extensions of the organization’s overall philosophy. Just as the
merchandise is centrally purchased by buyers at corporate headquarters
and the policies are centrally developed. By the top management, the
concept of visual merchandising also is centrally planned.

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Steps to a successful visual planning:

1. Develop a plan- floor plan; time and action plan

2. Keep all decorative elements ready
3. Compose your elements in a balanced composition
4. Monitor incoming assets- check for damage and quantity ordered
5. Lightning of visuals
6. Installation of visuals
7. Ensure proper signage
8. Trim removal
9. Be creative

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Store Exterior study-

Entrance
It had an open walk-in with no radio-frequency identification device.
The entrance Gate is 7 feet in width & 12 feet in height, and it did not have
door (it has shutter which is used only when the shop closed.) The
Window display for the store is without back means the whole shop is
treated like a Window Display, it is 1 foot Elevated from the entrance Gate,
the width of the Window is 8 feet towards Left side and right side from the
entrance and height is 12 feet.

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Window Display
It has a parallel to sidewalk window type.
The width of the window is 8 feet and the height is 12 feet, it is 1 foot
elevated from the entrance. The windows are backless (whole shop is used
as window), the LEFT side window and the store is for LEE and RIGHT
side is for WRANGLER.

Both side have three-three mannequins, very simple and according to the
brand it were BAD, the display was not good, it’s not attractive.

But because of the contrast colour scheme and the graphics used on wall
the only thing which attracts the customers and of course the Brand Name
too.

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Store Interior study-

Store Design
It has 24x28 square feet area, and they used the area very well, the
placement of the products and fixtures are good. And visually the balance
and the harmony were there, but comparatively WRANGLER’s side is
more soothing than LEE.

Store Layout

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CIRCULATION:
At circulation point of view there is enough space to roam in store and
look the merchandise, the placement of the displayed things are well
placed.

ZONING:
Actually this store provides only 30% merchandise for girls and 70% for
boys, so the girls section is only behind the counter, and rest all of space is
occupied by boys’ product of different sizes.

13
Fixtures
For fixture thing, at WRANGLER side, in the base they used wood in strips
form to give a rough look, they used it on wall and the same texture for the
table, they used ICON pedestal for product display on hanger and a table
2x4 feet and at the wall the fixture are the combination of AIRSIDE and
BEAM type of fixture. Only these kinds of fixtures they used for both LEE
& WRANGLER. But they didn’t use wood for the LEE side display, here
they used more metal base fixture but related to that category only.

Lightning
Lighting wasn’t good at all, there were focused light used by them which
give the uniform light to the store, it’s a series of spot lights on the roof
side, actually by using them only ROOF become the part of attraction not
the PRODUCT. The light was not in way that it could enhance the beauty
of product.

Signages
They were not using signage, not for the product or customer assessment
or not even for trial room.

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Ergonomics
From the eye of the ergonomics, the fixtures, the placement of the
products, the spacing between two fixtures everything was good. The
minimum height for the product from ground is 2 ⅟ 2 feet and the
maximum height was 6 feet. And the beam fixture is 4 inches apart from
the airside fixture, so basically it’s a combination of both kind of fixtures
and the product which were displayed there were at the proper height &
the displacement to each other. So it is very easy to a customer that he can
see properly, he can touch & he can pick up.

15
Graphics
The graphics which were on the counter table, at the wall of trial room,
and other side of walls are so good and they are according to the BRAND
IDENTITY, they are very YOUTH oriented and with the black & white
and in sepia tone.

16
POP Display
In addition to the signage that abounds in retail establishments, there are
point-of-purchase programs developed by manufacturers for retailer use.
The Point-of-Purchase Advertising International (POPAI) reports that it
now represents a $12 billion industry. Its president defines point-of-
purchase merchandising as “displays, signs, structures and devices that are
used to identify, advertise and/or merchandise an outlet, service, or
product and which serve as an aid to retail selling”.

However, there was no POP display at the store.

17
Product Presentation
The product presentation was very simple; it does not match with the
brands, except from one or two places. It was very old kind of, simple folds
and all.

CUSTOMER EXPERIENCE

When you enter in the Mall, there is huge hall type area at ground floor,
and when you reached at middle of the hall & looks upward to the stores,
then the LOGO of LEE & WRANGLER attracts your attention and except
from that the roof, full of spot light with black background (ceiling), when
you came at front of the shop, your attention goes towards the store
graphics, the colours and after that you start finding the product. And,
when you enter the show room, the textures of the wall, the graphics
attracts you. And a special part, the PHOTO frames of the old posters of
LEE & WRANGLER co., they attract you allot, and while looking them you
get close to the product placed there, then you start searching for your
desire one (product), there are two to three people to assist you for new
arrivals and trends.

18
Suggestion
Actually the store is good, Fixture are too good, but the problem is the
people who work there, they do not do efforts for the better presentation of
goods, they do not use lights properly, they never tries for new folds or
placement for the product, there is nothing like VIVID, it creates constant
feel, the graphics and the roof are only factors for visual merchandising,
not the product presentation. So these all things must be improve for better
VM.

Also, they should keep POP display.

TARGET AUDIENCE

The target audience for this store (LEE & WRANGLER) is YOUTH &
TEENAGERS, and 30% for GIRLS and 70% for the BOYS.

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