MASTER OF

FASHION MANAGEMENT 2016-2018

VISUAL MERCHANDISING

ELEMENTS OF EXTERIOR
DESIGN OF
PUMA, BIBA, W, SWAROVSKI,
PANTALOONS

SUBMITTED TO :
Dr. GHS PRASAD
SUBMITTED BY :
BATHULA MEGHANA
K N SUKRUTH
YASHITA SHARMA
SUBMISSION DATE
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INDEX

S.N0 NAME OF THE TOPIC PAGE NO

1 Introduction to Elements 3-4

of Exterior Design of
Stores

2 Elements of Store Design 5-10

3 Elements of Exterior 11-12

Design of PUMA

4 Elements of Exterior 13-14

Design of
BIBA

5 Elements of Exterior 15
Design of W

6 Elements of Exterior 16-17

Design of SWAROVSKI

7 Elements of Exterior 18-19

Design of PANTALOONS
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8 Bibiliography 20
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1.INTRODUCTION TO ELEMENTS OF EXTERIOR

DESIGN OF STORES
VISUAL MERCHANDISING: It is the orderly, systematic, logical and
intelligent way of putting stock on the floor.

In Seconds, a shopper should be able to determine a stores

Name
Line of trade
Claim to fame
Price position
Personality

DESIGN OF RETAIL STORES:

Retail store exists to cater the needs of their customers. Certain

needs, anatomical abilities, tendencies, body limitations are
common to all customers of the store.

Differences in shoppers environment requirement bound to exist in

particular stores
catchments area, still
stores needs to be
designed to reflect an
environment in which
majority shoppers can feel
comfortable.

Creating a suitable design

for the store and provide a
feel good shopping
environment becomes a
competitive edge for the
store in retail market.

Retailer first needs to catch the customers eye and draw his
attention to their store to keep him/her staying away from other
stores. In most cases, it is the image and perception of the store that
sets one store apart from other.

Shopping today has become sensory experience, and while other

components like merchandise mix also plays in building image of the
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store it is the manner and store environment which differentiates

based on sensory appeals like sight, touch, sound, and smell which
makes shopping experience for customer.

Shopping experience thru store design, image has to be in tune with

merchandise, advertising and services offered by the store. Mix of all
elements of design attracts C and brings profit to store.

IMPORTANCE OF STORE DESIGN:

Store design and layout tells what the store is all about. It is
like giving a personality to store.
It is a very strong tool in the hands of a retailer for
communicating and creating the image of the store in the
minds of a customer.
It is the creation of store image which is a starting point in any
marketing efforts.
Merchandise in store, sales people, location and pricing all
works towards creating an image and physical attributes of
store affects sensory perceptions of customer through which
customer relates the store in a particular manner.
Many a times exterior draws attention and provides first
impression to customer.
Interesting window displays, an impressive building, and
inviting entrance all entice C to enter store. Even a style of
shop sign/name board forms an input for C, Retailers are aware
today about impact of exterior for favorable image of store.
Some retailers use frontage to showcase campaigns or use
heritage buildings for a look of store. Theme for exterior
depends on target to serve and merchandise mix to be offered.

The types of locations of stores

Malls
Free standing
High streets
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2. ELEMENTS OF EXTERIOR
DESIGN

1. SIGNAGE

Signs, labels, shelf tags and

other identification signs to
provide directions, prices or
information on merchandise or
policies.

Various types of Signage:

a. Directional signage
b. Departmental signage
c. Category signage
d. Point of sale(POS) signage/Product signage/Ticketing

2. STORE FAADE

It is the face or front of a

building and there is a lot
that can be done to
maximise its impact.
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3. AWNINGS

It adds another gracious touch

to the faade. They dont just
add color to the faade but
also cut down the glace on the
window glass.

4. ENTRANCE

It is an opening, such as a door,

passage, or gate, that allows
access to a place. This is an area
where all shoppers pass on entry
into store, and is significant.

5. BANNERS

They can be used on the

store faade or pillars. It is
an inexpensive way of
promotion.
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6. MARQUEES

It is a permanent awning for

protection Some older stores as
well as some of the very newest
have marquees.

7. WINDOW DISPLAY

Display depends largely

on the architecture and
fenestration (window
placement) of the
structure. Outdoor
displays include lighting,
banners, planters, and
awnings..

Types of Display Settings

a. Realistic setting
b. Environmental setting
c. Semi realistic setting
d. Fantasy setting
e. Abstract setting

Windows in Store Front Design

a. A Straight Front window run parallel to the store.

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b. An Angled Front window is recessed from the street and the

display windows may go back from the street to the entrance,
creating an aisle for the shopper.
c. An Arcade Front window consists of a series of windows with
backs and three sides of glass, coming forward from the
entrance wall, which is set back from the street.
d. A Corner window faces two streets that are perpendicular to
each other. Usually it will have two adjacent panes of glass
meeting at right angles.

GENERAL ELEMENTS OF DESIGN

The Elements of Design are the basic components used as part of
any composition. They are the objects to be arranged, the
constituent parts used to create the composition itself. In most
situations the elements of design build upon one another, the former
element helping to create the later, and the elements described in
this column are arranged as such.

In the fields of art and design, there are five essential elements that
contribute to the composition of all objects. These five elements are:

1. POINT
The beginning of any design, object,
composition, structure.

2. LINE
An elongated mark, a connection
between two points, or an effect made by
the edge of an object.
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3. FORM, SHAPE AND

SPACE

A Form can be defined by the presence of

shadows on surfaces or faces of an
object.
A shape is defined as a two or more dimensional area.
A Space is concerned with the area deep within

the moment of designated design, the design will take

place on.

4. TEXTURE

It is the way a surface feels or is perceived

to feel.

5. COLOR

Colors play a large role in the elements of

design with the color wheel being used as
a tool.
Primary colours - red, yellow and blue.
Secondary colours - green, orange and
purple
Tertiary colours - created by mixing
primary and secondary colors.

Components of colour:

Hue - the dominant wavelength,

the redness of red, greenness of green, etc.
Value -the intensity of the light.
Intensity Brightness or dullness of a colour

Colour scheme:
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Complementary colours
Analogue colours
Traid relationship
Warm colours
Cool colours
Neutral colours (Earth
tones)

PRINCIPLES OF DESIGN
a. BALANCE - The equilibrium of the elements of design.

Types of Balance:

i. Symmetrical balance
ii. Asymmetrical balance

b. PROPORTION - The relationship of size between objects and the

space the object occupies.

c. RHYTHM -The movement or natural eye flow caused by the

regular reoccurrence of elated elements.

d. DOMINANCE - It is created by contrasting size, positioning,

color, style, or shape. The focal point should dominate the design
with scale and contrast without sacrificing the unity of the whole.

COLOR BLOCKING: It is the very basic way of displaying

merchandise as per color.

Materials which are commonly used during display and in Visual

Merchandising are:

i. Acrylics
ii. Vinyl stickers
iii. Digital prints
iv. Translites
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v. Sun board

ELEMENTS OF EXTERIOR DESIGN OF

Store Faade

The store has a

simplistic yet peppy
front appearance.
(Picture from Inorbit
Mall)

Elements of design (Store Faade):

1. Colour scheme There is a combination of achromatic (white)
and primary colour (red) on the top.
2. Shape- They made use of different sized square boxes on the
top.
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Entrance:

It has a sufficiently wide and spacious

entrance.

Banner:

They have a catchy and attractive store

banner.
(Picture from Jubilee Hills road 36)
Elements of design (Banner):

1. Colour scheme They have used

cool colours i.e. shades of blue
2. Rhythm there is a balanced rhythm
in the poster. As the blue colour is dark on the top and gradually
fades towards the bottom.
3. Shape small blue squares

Window display:

They have a clear and easily visible

showcasing their merchandise.

Elements of design (Window Display):

1. Balance The mannequins are asymmetrically balanced.
2. Proportion All are in good proportion.
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ELEMENTS OF EXTERIOR
DESIGN OF

Store Faade

The store has a simplistic with a

captivating front appearance.
Color scheme has a combination
of warm colors.

(Picture from Jubilee Hills

road -36)

Entrance

It has a sufficiently wide and

spacious entrance
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Awnings

They embellish the appearance

of the store. They are attached to
and supported solely by the
building.

Banners

They have a catchy and

attractive store banner

(Picture from Jubilee

Hills road 36)

Colour scheme - They have used warm colours (Red and

Yellow)
Rhythm - There is a balanced rhythm in
the poster.

Window
Display

Warm colors
are used.
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(Picture from Inorbit Mall)

They have a clear and easily visible showcasing their merchandise.

Balance The mannequins are symmetrically balanced.
Proportion There is a good proportion.

ELEMENTS OF EXTERIOR
DESIGN OF

Store Faade

It is simple and spacious.

(Picture from Jubilee Hills road

36)
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Banners

They have a contrasting color

combination.

Use of zig-zig lines on top. They are

rectangle shaped.

Window Display

Neutral color (black) is

used in the front

Warm color (red) is used for the store border

ELEMENTS OF EXTERIOR DESIGN OF

Store Facade:

Looks simple and has ambient colors

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Entrance:

The entry and exit is free. They do not have glass doors for
entrance. White lights for the words in the name.

White swan which influences on beauty.

Window and display:

It draws the attention of the customers.

It has a stunning window

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As it February they have concentrated

on valentines day

They have kept a gorgeous rings in a red box

They have included heart shape designs in display

ELEMENTS OF EXTERIOR DESIGN OF

Store location: Inorbit Mall, 1st Floor, Inorbit Mall, Opp

Durgam Cheruvu, Madhapur, Hyderabad, Telangana

Facade:

The store view is

very attractive at the entrance, it

has a rectangular house box.

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Entrance:
Free entry and exit

They have a security

screening machine

The entrance gives a cool look

with lightening on the name

Banners:
They have put up a flat 50% off on wide range of brand

Window and display:

Green window which gives a cool border

There is no symmetry in the window

They have used neutral colours

Warm colour in middle with red hearts

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8. BIBILIOGRAPHY

Visual Merchandising, Swati Bhalla and Anurag S, Tata MsGraw

Hill
Visual Merchandising and Display, 4th Ed, Martin M. Peglar
https://en.wikipedia.org/wiki/Retail_design