Divya Manivannan

Masters In Fashion Management, NIFT

Lee Store Analysis“Objective – to understand the Geographical & Visual Merchandising aspects of

two exclusive concept store of VF Corporation ”

Store 1 Store 2

VF Brands Flagship Store Lee Flagship Store

Location Indiranagar Brigade

Brands Lee, Wrangler & Vans Lee

Exclusivity Highest Sales Highest Walk-ins

Store Location - Market Analysis

• Bangalore is one of the fastest-

growing Indian IT and Retail HUB

with increase in preference of

millennials and gen ‘Y’ population.

• Influencing as growing Retail sector

and expected 21% growth in 2016

compared to 2015.

• Indiranagar and Brigade is one among

commercialized residential places to

work & live, commercialization in the

form of shopping centers, malls,

restaurants and corporates with

highest footfalls after Koramangla

Source - Bhruhat Bengaluru Mahanagara Palike

Store Analysis – Store Facade

• Store Marquee

• Totem noticed in flagship store (backlit

flex)

• Wooden standee (sun board marketing

communication)

• Brand highlights in means of Backlit

visuals

• Regional branding also noted

• Elements of denim being highlighted in

flagship store (rivets, denim prints)

“Lee an extensively popular American consumer brand creating importance for

VM, The design celebrates Americana through the symbols of American

working and biking cultures”

“Brand promotional activities will be highlighted through store façade, a well

communicated store façade is a must”

Store

Window

Store Window Elements

Brand Communication

Marketing Communication

Price Communication

Mannequins

Backdrops

Primary and secondary props

Wooden Podium

Backlit visuals

General Graphics and Visuals

Lighting – spot lights

Color story

Support structure

“Store

Window

being

highlighted

with its

new

product

line &

theme

depicting

the same”

• Store window emphasizes more on product,

wherein promotional communication is a

secondary aspect (product specific

window)

• Product specific window towards one side

and trend flash window towards another

side being followed

• Open back window is a format followed

• Backdrop vinyl pasted visuals are noticed

• Props highlighting the product line Urban

Rider

• Backlit visuals highlighting the brand

• LED lights being used

• Fishnet wire and mesh holder used as

support structure

• No color story followed among mannequins

Store Analysis – Store Window

Store Analysis Instore

Element – Mannequin

Cluster

“Here new products are

highlighted in the mannequins, in

respect to the product categories

the style is formed”

• Specific color story can be an

effective way of styling a

mannequin

• Mannequin styling as per target

group should be implemented

• Mannequins following a color

story are more attractive

considerably mannequins

following different product line.

Store Analysis Instore

Element – Mannequin

Cluster

• Grouping mannequins of

different postures will also

create harmony

• Mannequins to be accessorized

(belt, bags, wallets of Lee are to

be placed) which provides an

effect on cross mix

merchandising

• Headless black matt finished

casual postured mannequins &

leg forms used in old concept

stores

• Articulated mannequins used in

new format concept stores

• Brand theme

• Brand story

• Brand logo

• Brand visuals

Store Analysis – Store Branding

“Branding creates

awareness and helps

consumer recollect a

specific value

immediately”

Branding noticed in following

spaces

• Cash Points

• Trial rooms

• Negative spacing

• Wall (high point visuals)

Brand specific logos, visuals

• Store façade (visuals)

Store Analysis – Store Branding

Store Analysis – Store Branding

Store Branding• Brand visuals lee ensemble collections,

highlights of Lee American Cult, with

its adaptive props being placed in

visually noticeable area, depends on

places where there is increased footfall

(trial rooms, stairways), easily noticed

by consumers, within consumers eye

level. Visually highlighting a wall with

• Brand logo being highlighted in wall

high point displays, acrylic 3d logos.

• Brand story , creating a brand story

and delivering it to c0nsumers is a

challenge, lee has adapted a

competitive branding strategy wherein,

a brand story being adapted in high

visibility wall to create brand

awareness.

• Exterior store graphics and instore graphics are

both used equally,

• Instore graphics include brand communications

aspects like style graphics,

• Brand story, Window communicational

highlights

• Wall utilization – different types of wall

graphics are used on its utilization

• Brand promotional Images

• Trial room Fit charts and Guides

• Vinyl pasting wall concept covers on trial rooms

• Backlit instore window highlights

• Brand communication and product

communication – high point visuals

• Graphics on Pillars (negative areas)

• Exterior store graphics

• Graphics at cash points and sidewalks

Store Analysis

Instore Element –

Visuals

• Window Lighting – Enhance able LED,

spot lighting to enhance the mannequins.

• Trial Zone Lighting – atmospheric lighting

which complements any skin tones and

merchandise color.

• Instore lighting – atmospheric lighting,

down lighting from the ceiling also used,

Incandescent bulbs are most often used.

• Mannequins – incandescent lights used as

spot lights,

• Props and fixtures – atmospheric lighting

“Lighting creates moods and minimizes

unimportant areas while emphasizing other

important ones”

Store Analysis Instore Element – Lighting

• The store is bright inside with yellowish

dark lighted.

• Limited amount of natural light

penetration through window.

• Advanced LED down lighting, spot lights,

incandescent lights of high intensity are

used to highlight the merchandise.

• Such lights are added advantage to the

store where in all different types of

merchandise looks colorfully appealing

and bright.

• Apart from that there are hanging lights to

focus merchandise.

• As denim indigo being the store dominant

color , it complements with lighting well.

Store Analysis Instore Element – Lighting

• Wall Fixtures – wall fixtures are divided

into 3 categories

• Wooden plank wall, mostly 3 panel walls

with black or white colors in it

• Black and white being a strong dominant

background which then further

foregrounds with merchandise fixtures

• Merchandise fixtures used namely two feet

and four feet shelves (mostly used in the

time of EOSS)

• Pigeonhole wall is also being a dominant

aspect of denim display (metal bracket

wall is universally considered the best way

to display denim which is not being

adapted by any competitors for now)

• One way browser used as wall fixtures

• Predominantly Dark stores (black fixtures)

• S hooks and peg hooks are also used for

denims

• Floor Fixtures – Floor standards

basically follow wall standards, and it

emphasizes more on merchandise

• Wood is given utmost importance in

every aspect of the store

• Random placement of accessories is

necessary

• Gondolas, Circular browsers, Two way

and four way browsers, Wooden clogs

used for accessories

• All fixtures are black in color as it

follows dark store

• Podiums are used in all places to

effective range top displays

• Considerably spacious main aisle

• Nesting tables (2block & 3block tables)

• used for power pricing and value

products which is a focal point in

stores

• Primary Zones - Wall considered to

be the primary zone

• Visible to customers from distance,

wherein a consumer perspective

towards brand is built in the very

beginning through primary Zone

(Zone 3)

• Products in primary zones –

Coordinated display of denim wall,

classics denim wall

• Fixtures in primary zones – wooden

plank wall, shelves, one way browser,

peg hooks

• Customers reaction to primary zones

immediate visibility and immediate

reaction towards the wall

Store Analysis – Zones

• Secondary Zones – Secondary zones

are considered to be equally important

as the customer browse through the

zones at first cut and follow the Store

wall

• Products in Secondary zones – top and

bottom wear coordinated,

• Fixtures in Secondary zones –

gondolas, one way and two way

browsers, circular browsers used.

• Customers reaction to Secondary zones

least importance, depends on

collection and product requirement.

• Secondary zones are not impulsive

zones, more concentration on product

line and variety in such zones.

Store Analysis – Zones

• Tertiary Zones – considered to be focal points with extreme importance

• Products in Tertiary zones – power pricing products

• Fixtures in Tertiary zones – nesting tables supported by body forms or

mannequins.

• Customers reaction to Tertiary zones – extreme importance, impulsive zone,

customer centric zone.

Store Analysis – Zones

Journal

Suggestions

• Requirement of Merchandise Presentation Standards (shelf

capacity, Sleeve blocking, Color blocking etc.)

• Requirement of Mannequin Styling Docket