21RM954 Hands

VISUAL MERCHANDISING
Report on Hands
Submitted To- Dr. Manu Mansheet

Submitted By- Shreya Kumar (21RM954)
About the company

Handmade carpets are produced by Hands. There are three different sorts of
carpets: contemporary, traditional, and transitional. Except for Kashmiri carpets,
all carpets are made in Bhadoi, Uttar Pradesh. Hands began their adventure in
1881. A. Tellery pioneered the practise of hand-knotted carpets throughout the
country. Throughout the years, Hands has been identified with craftsmanship
that has redefined the timeless quality of luxury and delight. Hands consider
carpet creation to be an art form. Handmade premium carpets and rugs are
nothing less than "floor art." At Hands, each piece is handcrafted in the purest
sense to reflect the company's basic values of quality and craftsmanship.
From hand knotted wool rugs to hand tufted carpets, from contemporary and
modern carpet patterns to handcrafted kilims and dhurries, Hands caters to your
most unique requirements. True, regardless of the size or location of the area,
luxury carpets and rugs by Hands always succeed in generating an effect regal
enough for royalty—a monument to the talent and passion of its master creators.
the most distinctive of your needs True, regardless of the size of the room or its
location, luxury carpets and rugs by Hands always succeed in generating an
effect regal enough for royalty- a testament to the precision and passion of its
master craftsmen.
Hands has organised its carpet collection into three styles: contemporary,
traditional, and transitional. Contemporary carpets and rugs have cutting-edge
designs that reflect a wide range of theme, stylistic, and colour preferences.
From the minimalist to the bright and vibrant, contemporary carpets/rugs
express geometrics, organics, abstract, and pop art. Handmade Indian carpets
with classic patterns, telling stories with traditional symbolism, motifs, and
unified colour are examples of traditional carpets/rugs with age-old design
themes. A good example is a Kashmiri carpet. Transitional rugs and carpets
bridge the gap between the past and the present by combining classic carpet
design elements with contemporary stylistics and colours, generating familiar
yet unfamiliar sensations.
Visual merchandising elements at Hands Carpet
1. Interior layout –
The layout of the Hands store in Gurugram is free-flowing. The flow of

customer traffic in a free-flow store is not controlled in any way.
Instead, the unstructured design allows customers to meander about without
adhering to any pre-established traffic patterns.
By intelligently dividing three floors according to the collection and displays,

Hands' well-designed free-flow store layout encourages more browsing and
sales.
Hands' free-flow structure places a greater emphasis on customer experience
because it allows for more creative freedom, which is ideal for upscale/luxury
brands like Hands. It allows consumers to move about more freely and reduces
the possibility of being interrupted by other customers.
Customers may purchase and make decisions without being sidetracked or

disoriented because the free-flow floor plan at Hands is organised into divisions
and sub-sections. Above all, it provides a distinct shopping experience.
2. cash wrap display –
The way items are exhibited in stores has an impact on customers' purchasing
decisions. Articles should be displayed in a style that is extremely accessible,
organised, and allows customers to choose from a variety of options.
The carpets on the ground level are exhibited in a creative way so that
consumers may browse and see all of the current carpets without the need for a
salesperson's assistance. The carpets are hung from the frame so that customers
can pull them out like a curtain to see them completely.
The carpets on the first level are classic Kashmiri and Persian carpets that are
displayed in a traditional manner, that is, they are rolled and maintained on
racks, and buyers require assistance to view them.
The samples of carpets, threads used in knotting the carpet, and a booklet
displaying all of the designs, as well as various posters, provide information
about the history of carpets, weaving patterns, and where to find Hands' carpet
because it involves customers in the making process, allowing them to
appreciate the artform more.
The large carpet is displayed in a vertical style. It serves three purposes: it

connects all of the floors, it informs consumers that Hands can weave carpets of
any length, and it informs customers that Hands can weave carpets of any
length, and It provides shoppers and home designers the impression that carpets
may also be used on walls.
3. Ambience –
The components that go into producing a favourable atmosphere in a store are

referred to as the store's atmosphere. All aspects, such as music, light, and
display, must be in sync with one another.
 Lighting - Store lighting is critical. The lighting in the store is designed to
draw attention to the carpets. Inside the business, yellow-golden colour
lighting are used. Customers aren't aware of the time because the
brightness has been altered
 Background music - There is no music playing in the store. Because
music tends to divert clients' attention away from perusing the store and
toward music.
 Smell - Customers' decision-making capability is influenced by the way
your store smells. People don't like to spend more time in stores that
smell bad, therefore they won't peruse all of the items on display. At
Hands, everything smells pleasant, is clean, and the goods are always
dusted.
4. exterior window display –
Window displays are crucial in convincing visitors to enter the store. Customers
can get a notion of the types of things you sell in your store by glancing at the
windows display. Furthermore, brands use window displays to establish a brand
impression.
At Hands, the window displays are simple, and the glass panes are large enough
for clients to have a glimpse inside.
Seasonal display- The display changes with the arrival of new collections,
however because most carpets are customised, the display changes less
infrequently.
5. Color scheme -
Muted tones and minimalistic carpets are the colour scheme of Hands,
Gurugram, and when inquired, it was revealed that each store has a different
colour scheme depending on the demographics and target audience of that store.
For example, the colour scheme of the Delhi-NCR store is muted, whereas the
colour scheme in the Mumbai store is vivid.
Use of AIDA technique at Hands Carpet
AIDA - Attention, Interest, Design, and Action in Visual Merchandising.
 Attention - Customers' attention is drawn to Hands' by facts and history

of carpets, as well as the varied threads used in carpet weaving. Colors
and how carpets are exhibited are other essential visual components to
consider. A video describing the history of Hands and how it transformed
the lives of countless workers is also displayed at Hands. The goal is to
get people's attention and provide them a cause to buy more.
 Interest – Hand's piques the interest of customers by presenting high-
quality carpets on the wall and posting posters with information about
where to obtain Hand's carpets. The real threads used in the rugs are also
on show at Hand's.
 Desire - At Hands are on exhibit for customers to touch and feel. A
window display aids in the arousing of need and desire in the minds of
customers.
 Action - A carpet trail service is available from Action. At Hands, which
allows customers to take a carpet home and evaluate how it looks before
purchasing it.

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VISUAL MERCHANDISING

Submitted To- Dr. Manu Mansheet

About the company

The layout of the Hands store in Gurugram is free-flowing. The flow of

By intelligently dividing three floors according to the collection and displays,

Customers may purchase and make decisions without being sidetracked or

The large carpet is displayed in a vertical style. It serves three purposes: it

The components that go into producing a favourable atmosphere in a store are

4. exterior window display –

 Attention - Customers' attention is drawn to Hands' by facts and history

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