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VM- Wills Lifestyle

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This document provides a visual merchandising report for Wills Lifestyle stores. It includes an analysis of current window displays, suggestions for improvements, a comparison to competitive brands, and a conclusion. The analysis finds that while Wills window displays are well balanced, interior displays do not match. Suggestions include improved signage for sub-brands, targeted lighting, more suggestive props, ensuring circulation space, and continuing window themes inside. A comparison shows how competitors advertise events or create immersive scenes. The conclusion is that Wills should better advertise its sub-brands and implement the discussed suggestions to deepen customer impact.

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VISUAL MERCHANDISING REPORT POORVIARORA FASHIONCOMMUNICATION NATIONALINSTITUTEOFFASHIONTECHNOLOGHY,MUMBAI 2008‐2012
CONTENTS Acknowledgement AnalysisofWindowDisplay SuggestionsandRecommendations ComparisonofCompetitiveBrands Conclusion
ACKNOWLEDGEMENT Iwouldliketothank,WillsLifestyle,forgivingmeanopportunitytogainaclearunderstanding astohowtheVMofastoreisdoneandtheminorpointsinvolvedwithit. ExpertisecomeswithexperienceandIamgratefultomymentorMr.DeepakChakravarty, whoseconstantguidanceandsupporthashelpedmeinfurnishingthisproject.Inowammore equippedinthisfieldandhavegainedpracticalknowledgeaboutVisualMerchandising,which willcertainlybenefitmeinfuture. Iamsurethesuggestionsandpointsdiscussedwillbeofvaluetothebrandandwillbe executedaswell.
ANALY YSIS OF W WINDO Disp OW play Custommerdevotes onlyafew secondsto anystorew windoworits sdisplayand difthedisplayis able to generate interest and attract att o d tention with the time frame, it can convert any hin e t passerb into a po by otential cust tomer. Anal lysis of the two running themes – Street Café and g é NewYe ear–isgiven nbelow: PrinciplesofVM–Balance,harmony y,proportio on,contrast, ,&emphasis This phot is of Wills to LifestylesttoreatMahhagun Metro Ma Vaishali. The all, . display is well balaanced andinprooportion.The ered and white colors crea a e ate signature‘ ‘Wills’ambie ence. Thegraphicsandstars sadd harmonyt tothedisplay. However this partic r, cular display at Ambienc Mall, Gurgaon is no in ce ot proportio The gr on. raphics for the theme ‘ ‘Street Café’ are not in t proper pperspective and the set tting of mann nequins is such that it all s t appears disproportio onate. Also the fixture i the centre where the in shoes ar displayed distracts the re eye.
In nteriordisplayelements s Howeverrthewindow wandtheinsideofthes storedonothaveanyre elation.Itwa asobservedthat thewindowdisplaysattractedth hecustomerrsduetoitsneatandcla assylookbuttthein‐store e ambiencedidnotmaatchuptoit.
SUGGESTIONS Fromthestudyoftheotherbrandsalongwiththeexperienceofworkingatthestore,afew pointswereidentifiedwhicharementionedhere.Anattempthasbeenmadetocomeupwith afewsuggestionswhichwouldhelpinincreasingtheeffectivenessofthestoreaswellasthe brand. SIGNAGE Inanymajorstoretoday,one’seyesaredrawntoavarietyofsignmessages,eachcompeting forthecustomer’sattention.Notonlyaretheyinformative,theyareeye‐catching,theworkof graphicartists.Signsarethecommunicationmessagesthatmovetheshoppersthroughthe merchandizesectionandpurchasingstages. Thesub–brandsWillsClassic,WillsSport,WillsClub,andWillsSignaturecanbeadvertised separatelytoincreasetheawarenessthesebrands.Thiscanbedonebyputtingupseparate, easilymovable(tofacilitateregularchangeinVM),signageforeachbrandshowingtheir respectivelogos,withinthestore.
LIGHTING Anotherwayofcreatingavisualdistinctionisbyhavingdifferentlightingfordifferentareas.For example,Willshasdifferentsub‐brandssuchasClubWear,SportsWear,ClassicsandSignature. Eachofthesecategoriescanbedistinguishedbyhavingdifferentkindsoflightingforthem. PROPS Awindowdisplaywithpropsgivesadeepermeaningtothethemeondisplay.Thereforea themesuchasStreetCafécanbemadeinterestingbyaddingsomepropsandelementsthat definethetheme.AlsofortheAutumn/Winterwindow,moresuggestivepropscanbeused ratherthanjuststarlights.Itwillbeeasierforacustomertorelatetoit. Apartfromthewindow,propscanalsobeusedforcreatingin‐storeambience.Forexample, WillsSportscanbeidentifiedwithsomesportsequipmentlikebatandball;WillsClubcanbe identifiedbyadiscoballetc.
CIRCULATION SpacetomovearoundisanessentialpartofagoodVM.Acustomermustnotfeelstuffyand thestoreshouldnotlookcongested.Itwasobservedthatthefloorfixtures,ofmostofthe stores,wereblockingthecirculationofthecustomer.Thisneedstobecheckedregularlyand propercirculationpatternneedstobemaintained. INSTOREAMBIENCE Howeverwellastorewindowisdone,itdoesnothelpenoughifthestoreinteriorsarenotin linewiththewindow.Thethemereflectedoutsideshouldhavesomecontinuationinsidethe storeaswell.Thestoreshouldreflectasimilarmessageinsideaswellasoutsideandreflectthe theme. Forexample,iftheAutumn/Winterwindowdisplayhasstars,lightsandgraphicsthenthe sameshouldbeputupinsidethestoretogiveacompletemessageofthetheme.TheStreet Caféthemecanalsobecontinuedinsidethestorebyaddingsimilargraphicsandpropsasthose inthedisplay.
Com mpariso of compe on etitive brand ds VANHEUS V SEN Visibility from outside – a very dull – loooking store. Use of bright yell low lights with bl lackbackground. Adver on window announcing the ‘Suit rt Feest’. Mann nequins we dressed in formal suits ere foocusingont theSuitFes st Acommpleteward drobewas installedattone of fthewindoows.OthershadChrist tmastrees,gifts et tctosuggesstthecurre entseason.
ALLENSOL A LLY Allen nSollyhada a brightwindo b owdisplaywith thermocolccutoutsof alphabets,a a arrangedin na randommannerand stackedone s eoverthe other. o Someeotherprops usedweres u starsandba alls. Them mannequin ns werelimited w dtooneortwo perwindow p w. PETER RENGLAN ND Thestoorewindowhada backgrooundoftheIndian Crickettteamplayeers wearingPeterEngl land garmen nts. tofthatwer Infront re manne equinsdressedin winterformals.
ARROW A Arrowhad dtwotypeoofdisplays:o onewhereonnly them mannequinsw weredresse edinwinterclothesandthe otherwherearooominterior wasestablis shed.Thech hair hadlightsattache edtoitandt thebackgro oundhad resofnature pictur e.
CONCLUSION Willskeepsasubtleprofileasfaritsvisualimageisconcerned.However,Ifeel,itisnecessary thatitadvertisesitssubbrandsindividuallysoastoincreasesales.Alsothesuggestions discussedabovewillbeofimportancetohaveadeeperimpactonthecustomers.Observing customerreactionsinsidethestoreonecanseethattheconsumersoftenfeellostinsidethe storeandfindnorelevanceoftheoutsidewindowtothein‐storeambience. WillsLifestylehasahugepotentialmarketandisonetopbrandsinthecountry.Havingastrong visualimpactthroughbetterVMwouldhelpitachievegreaterheightsinthemindsofthe consumers.

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