Unit 7 VM For Fashion Apparel: Structure
Unit 7 VM For Fashion Apparel: Structure
Unit 7 VM For Fashion Apparel: Structure
7.0 OBJECTIVES
After going through this unit, you should be able to:
● describe the In-store merchandise presentation for Fashion Apparel;
● explain display approach for Apparels;
● compare retail formats; and
● compare retail segments.
7.1 INTRODUCTION
In unit 6, you have learnt about different types of retail formats. Let us learn the VM for
fashion apparel. Now you must understand that what merchandise presentation involves
and the different retail format in existence. You should learn how to apply these principles
in the different categories starting from fashion apparels, in different retail scenario.
Fashion apparels refer to the garments or clothing. Fashion apparel comprises one of
the highest share of the organized retail commodities. The huge number of brands that
are available in the market are highly competitive. Every fashion apparel retailer today
is trying to outdo the competitions and surpass the expectation of the customer. More
and more aggressive propagandas are being used to promote the brands. Visual
merchandising being one of the most useful tools available to the retailers should not be
ignored. Visual merchandising and strong in-store ambiance can build customer loyalty.
You must note that it is the store and brand image that sells and should be at par with the
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marketing campaigns.
Apparels obviously are divided into the following categories: Menswear, Women’s wear VM for Fashion Apparel
and Kids wear; which can be further sub-divided into: Formal (Western & Indian),
Casual, Sportswear and Sleepwear &Undergarments. In this unit, you will learn VM
for fashion apparel.
Figure 7.1 Floor plan for a store selling all three categories of products
While displaying apparels on a mannequin or a display hanger make sure that the garment
is not wrinkle and fits the mannequin perfectly. A wrinkled garments or an un-kept
garment can look shabby and make the product look unpleasing which can put off the
prospective buyer. The display garments should always be well kept and well-coordinated.
As discussed in the earlier unit, cross merchandising can boost sales and this opportunity
should not go to waste even while displaying on hangers.
Another important detail to remember that can enhance the look of the garment is
creating the right ambiance and highlighting the garment details through focusing and
using the lighting strategically. This step in the display strategy is mostly overlooked in
store. If done properly, it can add values to the display and boost sales. Lack of proper
lighting can dampen the shopping experience for a customer, hence make sure that the
light used are directed towards the garments and so fall on all the products. Use pin spot
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Visual Merchandising and lights to highlight key accessories and details in a displayed garment. Apparel categories
Store Management
are as follows. Let us learn about them one by one.
Figure 7.2: Jonathan David Baker’s Designs Pieces from Holly Smith’s Collection
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Visual Merchandising and
Store Management
Figure 7.9: Floor plan for a Women’s wear apparel store 109
Visual Merchandising and i) Western wear: Western wear in women’s wear can further be divided into tops,
Store Management
shirts, dresses, etc. which all need to be displayed on a hanger to show the garment
pattern and style. These need to be segregated and allocated their separate floor
space within the women’s wear western casual section. Look at the Figure 7.10
which shows the display or women’s western wears on wall fixtures, on hangers,
waterfall arms/or side arms.
Figure 7.15: Les Petits, (a luxury multi brand store for kid’s apparel and furniture),
flagship store in Delhi at DLF Emporio
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Check your Progress A
1. What is In-store Merchandise presentation for Fashion Apparels.
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2. Enumerate the men’s wear categories.
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3. Draw floor plan for women’s wear apparel store.
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4. Which of the following statements are True / False?
a) Denims need to be displayed on hanger.
b) Formal Shirts are stacked on wall or gondola fixture.
c) Western wear in women’s wear can be divided into tops, skirts, dress etc.
d) Women’s wear is divided into five categories.
e) Kids wear can not be divided.
Figure 7.17: Men’s and women’s wear display within the brand display area at
Shoppers Stop at Ambience Mall, Delhi
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Visual Merchandising and 7.4.3 Exclusive Store
Store Management
Stores that sell only one particular brand exclusively fall in the exclusive stores category.
These are all the branded outlets that sell the entire range of products offered by that
particular brand. Unlike in a department store where the brand need to accommodate
the department store guidelines in the ambiance and while displaying merchandise, in a
exclusive store the true identity of the brand can be maintained both inside the store and
outside. This kind of store gives an opportunity to bring out the brand image and create
a distinct impression about the brand. The signage, colors, lighting, textures and materials
used, celling décor, etc. can all be used to build up the unique brand identity. Figure 7.19,
Figure 7.20 and 7.21 show the exclusive men’s wear display.
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VM for Fashion Apparel
Figure 7.21: India’s first Manchester United store in Mumbai at Palladium Mall
7.4.4 Hypermarkets
Some hypermarkets have a large collection of apparels while others choose to stock
only a small range. The brands that are usually stocked in the hypermarkets are not well
known and are low cost garments. Unlike in department stores the brands have no say
in the way the garments will be displayed and the brand name is not highlighted. The
fixtures used are capacity fixtures similar in look and feel to the once used to display
FMCG (Fast Moving Consumer Goods) products to stock the garments in bulk. Look at
the Figure 7.22 and 7.23 which show internal view of different types of Hypermarket.
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Visual Merchandising and
Store Management
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7.5 COMPARATIVE STUDY ACROSS RETAIL
SEGMENTS
You have already learnt different retail formats. Now let us compare retail segments.
They are as follows:
i) Luxury retailer: Luxury retailers comprise designer outlets and high end stores.
Luxury retail stores have custom made fixtures specifically designed to match the
brand identity. The materials used within the store for fixtures and store interiors
should reflect luxury and class. Polished wooden floorings and furniture, is always
an effective way to add luxury instantly. Glass, marble, metal if used effectively
add great value to appeal to the store. Similarly the light fittings and light color used
can change how a customer perceives a store. Mild and soft yellow lights can both
highlight the elegance and details in garment as well as make the store look rich.
It is important to note that while displaying luxury good lower the quantity the more
expensive or exclusive it looks. Hence the number of items displayed on the fixtures
should be limited, with a good one hand space or more between two hung pieces.
If the pieces are placed to close together or if the more number of products are
displayed it looks cheap and loses essence of exclusivity which is the most important
element of a luxury product.
Figure 7.25: Designed and executed by Lotus Design, New Delhi. Rohit Bal Store at Emporio
Mall, Vasant Kunj, New Delhi
http://indianbydesign.wordpress.com/2009/02/15/first-look-the-rohit-bal-store-emporio-new-delhi/#more-1395 119
Visual Merchandising and ii) Mid-range retailer: The mid-range retailers are may or may not have custom
Store Management
made fixtures. The more economic mass produced fixtures suite this kind of stores.
However the material and design may be altered to suite the store image. The
store interiors has to reflect the brand, hence the materials, colors, furniture and
fittings used can overcome the any short comings if any from the use of mass
produced fixtures. Warm light is suitable for this store however it should not make
the store look dark.
The quantity of garments displayed and stocked should be well balanced where it
is not too over crowded to make the product look cheap nor under stacked to make
the display look intimidating. An average distance of four fingers between the
hung garment pieces is sufficient to achieve the required effect.
iii) Budget retailer: Unlike the luxury and mid-range retailers a budget stores has to
take a more economy approach in selecting fixtures. These are the stores that sell
inexpensive goods or services to consumers. For example a budget retail clothing
stores sell cheap clothes. It is important that the fixture can handle a large quantity
of products as customers that come to a budget store expects a large variety of
products to choose from it. Metal fixtures can be both economic and durable.
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7.7 KEY WORDS
Brand : A trade mark or distinctive name identifying a product
or a manufacture.
Budget Retailer : A store that sell inexpensive goods or services to
consumers.
Luxury Retailer : Luxury retailers are designer outlets and high end stores.
Mid Rang Retailer : Mid-range retailers are more economic for mass class.
Promotion : Advertising and publicity of the product.
Style : A mode of fashion.
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