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
