National Institute of Fashion Technology, Mumbai

GRADUATION
PROJECT / 2013-2017

‘MERCHANDISE DISPLAY -
A TOOL FOR BRAND IDENTITY EXPANSION’
at VIP INDUSTRIES LTD., MUMBAI.

SURABHI ARYA - MUM13FC35

FASHION COMMUNICATION
COMPLETION
CERTIFICATE
 DECLARATION

The work presented in the project titled ”Merchandise Display- A tool for Brand Identity Expansion” is
authentic and outcome of the contribution is taken forward with the research and analysis of the contextual
area. The Project was carried out under the guidance of Mrs. Sushama Saitwal, College mentor at NIFT,
Mumbai and Mr. Ravi Soni, Industry Mentor at VIP Industries LTD., Mumbai.

Submitted by Ms. Surabhi Arya to National Institute of Fashion Technology in partial fulfillment of the
requirement for the degree of Bachelor in Design and hereby certify that in the judgement of the following
jury, it is worth of acceptance.

NAMES & SIGNATURES:

Mrs. Susmita Das Mrs. Sushama Saitwal Mr. Ravi Soni

Course Coordinator College Mentor Industry Mentor

Date:
 ACKNOWLEDGEMENT

I would like to thank my college mentor Mrs. Sushama Saitwal

for giving me the opportunity to work under an esteemed
organisation like VIP Industries Ltd. and for the encouragement,
help and support.

I would also like to thank many individuals who has been directly
or indirectly instrumental in ensuring the successful completion of
projects undertaken by me for the company.

My acknowledgement is insignificant without the mention of my

industry mentor Mr. Ravi Soni, Head visual merchandiser at VIP
Industries Ltd., Mumbai who has been invaluable in this Project.
He always motivated me to learn more and use my skills and
abilities to the core. He has always pushed me towards delivering
better results. He helped me to work harder and learn more,
forced me to come up with smarter ideas, especially the one that
will sell. I thank him for all his indispensable advice and support
through my Graduation Project in the firm.

This Graduation Project was very fruitful and gratifying for me.
During the course of my Graduation Project I met and interacted
with some of the creative minds in the industry and was an
experience worth cherishing.
Design is so simple.
That’s why it’s so
complicated
PAUL RAND
CONTENT
ACKNOWLEDGEMENT
ABOUT COMPANY
PROJECT INTERPRETATION
DESIGN METHODOLOGY
PRODUCTION PART
EXECUTION
POST EVALUATION
BIBLIOGRAPHY
 VIP Industries Ltd is world’s second largest and
Asia’s largest luggage maker based in Mumbai,
Maharashtra, India. The company manufactures
plastic moulded suitcases, handbags, briefcases,
vanity cases and luggage.

ABOUT It provides travel products, hard and soft-sided

luggage, bags, backpacks, duffels, shoulder bags,
waist pouches, sling bags, duffel trolleys, vanity

COMPANY cases, office bags and satchels, suitcases, and

briefcases.
COMPANY
PROFILE

VISION
To be the global leaders in the travel
production business. To manufacture and
provide travel utilities which are of high
eminence, innovative and unique and
enlighten our consumers to the joys of
travelling.

MISSION
Building enriching partnerships, pride of
leadership and delightful experiences by
adding a spark of innovation to all that
we do.
 TIMELINE

1968
Incorporated as Aristo Plast Pvt Ltd.
1971
Became a wholly owned subsidiary
of Blow Plast Ltd.
1973
Manufacturing Plant at Nasik was set up
1981
Company name changed to
VIP Industries Limited
1982
VIP introduces wheeling in luggage’s
for the first time 1983
VIP introduces suitcases with unique
locking mechanism, which never
opens upside down

Functional . unique
Functional Unique . Trust Worthy . Emotional
Trust Worthy Connectional . Durable
Emotional Connectional Durable . A Need . Refreshing
A Need Refreshing
 1986
Got listed on Bombay Stock Exchange
1997
VIP enrichesluggage shopping
experience for it’s ever evolving
consumer by introducing
“VIP Lounge“
2004
VIP launch brand Carlton in India
2008
Aristocrat merger with
VIP Industries Ltd.
2009
Emerged among the top 100
“Most Trusted Brands”- ET
2011
VIP achieves a landmark figure of
selling 60 million pieces around the
world and
Crossed Rs. 2500 Crores of market
capitalization
2012
VIP launch brand Caprese in India
2016
VIP introduces premium stores for
Carlton & Caprese

Pocket Friendly . Unique

Pocket Friendly unique . Premium
Premium . Professional
Professional . Personal
Personal . Vibrant
Vibrant . Young
Young . Fashionable
Fashionable . Trendy
Trendy
 BRANDS
WITH THEIR IDENTITY

Need / Functional

Pocket friendly Classy / professional Durable / Personal Vibrant / Young Fashionable / Trendy
INTERPRETATION
OF THE
BRIEF:
Caprese, which is the premium Ladies Handbags Brand is present
across all the Co.run and Franchise run stores. It is also available
at multiple key account outlets like Central, Lifestyle, etc.
Caprese is a lifestyle brand, and needs to be presented on the
shop floor accordingly.
After the successful entry to the Indian markets, It needs to infuse
design principles in product displays. The product designs follow
market trends and seasons.
I plan to incorporate trendsetting product displays, high point
displays, window displays, POS materials, seasonal campaigns
for the brand Caprese.
I have to work closely with the mainstream VM & projects
team and provide such inputs after thorough study of national/
international market trends.
 SCOPE
NEED TO
OF THE
INFUSE
PROJECT
DESIGN
PRINCIPLES: Work closely with the mainstream VM &
projects team and provide such inputs
which can be implemented after thotough
study of GLOBAL TRENDS.

CAPRESE is a lifestyle brand, and needs to To work on major findings:

be presented on the shop floor accordingly.
Brand is evolving and retail sector also DISPLAY TECHNIQUES
evolves so you need to upgrade yourself. SEASONALITIES
PROPS & VM
SIGNAGE SYSTEMS
CROSS PROMOTION
FIXTURES

?
 CONSUMER
STUDY

PROJECT
AREAS MERCHANDISING
STRATEGIES
DESIGN
THE
HANDBAG
MARKET
LUXURY
Rs. 40,000 upwards

BRIDGE TO LUXURY
Rs. 8000 - Rs. 25000

PREMIUM
Rs. 4000 - Rs. 8000

MASS PREMIUM
Rs. 2000 - Rs. 4000

MASS ECONOMY
PAPRIKA Rs. 1000 - Rs. 2000
 BRAND
POSITIONING

High
LOUIS VUITTON HERMES

MICHAEL KORS

HIDESIGN
DA MILANO

ESBEDA PRICING
High
Low FASHION

LAVIE

CAPRESE

BAGGIT
ESPELHO
Low
 POINTS
COVERED:

Display techniques- for bags / slings

Fixtures
Props
Lighting
Signages
Cross merchandise
Number of merchandise on a shelf
Target Group
Customer service
/ Location for study:
MUMBAI

/ Duration:
3 Weeks

/ Brands Covered:
ESBEDA
DA MILANO
BAGGIT
ZARA
H&M
FOREVER 21
HIDESIGN
ACCESSORIZE
LIFESTYLE
CENTRAL
PANTALOONS
WESTSIDE
HOLII
MARKET STUDY
FINDINGS:

Brands have different fixtures for the display of sling bags and hand bags.
Brands do display according to the sizes of the bags.
Brands don’t display bags with any attractive props.
Brands like H&M, Forever 21 and Zara have cross promotion display.
Brands have signages to support their display to communicate the customers.
Brands use colour blocking/ colour story techniques in their display.
Tags are always tucked behind/ in the bags.
Number of bags on a shelf, differs from brand to brand.
ABOUT
THE
BRAND:

Discover fashion from an undiscovered world - Caprese.

Inspired by a pristine little island off the Italian shores, Caprese’s world of
fashion truly reflects the design language of its muse: the Isle of Capri. A
country that has, for centuries, been synonymous with the future of women’s
fashion, echoing with an unblemished, free spirit.

Which is why Caprese began with a dream.

A dream to create an avant - garde range of hand bags and accessories that
manifest this free spirited culture. To be adorned by today’s urban woman
who reflects the tomorrows. With a confident aesthetic sense, sleek cuts and
an indulgent voice to suit any occasion - Caprese’s every design is crafted as
a style testament to every woman who wishes to announce her arrival in life.

So enter the world, and discover the best of Caprese.

? WHO CONSUMER
IS BOARD
CAPRESE PSYCHOGRAPHIC PROFILING:

GIRL
The new age Indian woman who is
shedding her inhibitions
Works outside her home, whether
for a profession or a passion
Is a home maker
Makes no qualms in admitting her
needs and desires

CHARACTERISTICS:

DEMOGRAPHICS: - Is independent, confident & selfassured

Gender: Female - Is outgoing & fashion conscious
Age: 20 - 35 yrs - Is progressive & well-informed
Entrepreneurs, working women, housewives - Is practical & price conscious

GEOGRAPHIC PRIORITY:
Delhi, Mumbai, Bangalore, Chennai,
Kolkata, Hyderabad, Pune, Chandigarh
 MERCHANDISING:
STRATEGIES
PLANNING

VISSION
We envision that one in every four women in India will own a
Caprese

MISSION
To make Caprese in the handbag market what VIP is in luggage –
“the market leader!”

INSPIRATION
Inspired from the Isle of Capri, a small island on the south side of
the Gulf of Naples in the Campania region of Italy.
CAPRESE is an international, high fashion handbag brand made
with finesse and pleasing aesthetics.
QUALITY
Premium hardware
Imported & best quality faux leather
Quality tested material, zippers, stitches etc

DESIGN
Internationally trending designs
Variety of silhouettes, colours and styles

PROMOTION
Brand ambassador – Alia Bhatt
Heavy promotion across TV, print,
and digital media

PRESENCE
Over 200 VIP stores across
Present across all leading department stores
(SS, LS, Central, Pantaloons) – over 200 doors

CAPRESE
PROMISE
Replacement of product
in the unlikely event of damage
STRENGTHS
ACTION
PLAN:

The First Impression: The entrance area is extremely

important as it is the orientation space where a
customer gets a sense of brand’s style / lifestyle.

Product Rotation: It should be practiced in stores

for moving products with in a shelf (so that they get
worked out before the new product).

Cross Merchandising: The retail practice of marketing

or displaying products from different categories
together, in order to generate additional revenue for
the store, sometimes also known as add-on sales,
incremental purchase or secondary product placement
- Bags with luggages
 CREATING
ZONES:

Secondary
Primary
Tertiary

Primary Zone
New and fast moving collection
- at eye level

Secondary Zone
Tote large and backpacks collection
- above eye level

Tertiary Zone
Sale promotion and broken collection
- below eye level
 DESIGN
METHODOLOGY
 STAGES OF
DESIGN
DEVELOPMENT:

IDEATION

PROGRESSION DESIGN PART

DESIGN
METHODOLOGY

EVALUATION DEVELOPMENT

EXECUTION
Conducted thorough research on global trends and market study of competitors on:
- GUIDELINES of product display
- SEASONALITIES
- PROPS
- SIGNAGES
- WINDOW DISPLAY
- CROSS MERCHANDISING
- PLANOGRAM

Conducted a study on present fixtures in CAPRESE store, taking proper measurements

- BAY
- STEPPER
- STAND for bags / slings
- WALLET FIXTURE

Set limitations/ guidelines before designing concepts:

Bay is the only play ground.
Space should be utilised properly, as it should not look empty and cluttered at the same time.
Maximum no. of bags should be displayed on the Bay.
All ranges/ colours/ sizes should be placed properly.
All stores are not provied with 3 Bays due to space issues.
Catered target group has to be in the mind while designing - MASS PREMIUM.
Present wall fixture - BAY
MERCHANDISE DISPLAY:
With the present fixtures

BEFORE CHANGES:
Basic display technique using stepper

AFTER CHANGES:
Display using stand with 2 hooks
Different display technique for sling bags
- Displayed diagonally at an angle
 BEFORE CHANGES:
Basic display technique for cutpieces

AFTER CHANGES:
Display using stand with 2 hooks
Level created by stepper
 BEFORE CHANGES:
Basic display technique using stand

AFTER CHANGES:
Functional Display using stand with 2 hooks
 BEFORE CHANGES:
Basic display technique using stepper

AFTER CHANGES:
Sling display using stand with 2 hooks
 BEFORE CHANGES:
Basic display technique using stepper

AFTER CHANGES:
Different display for bags with same style
- Displayed diagonally at an angle
 BEFORE CHANGES:
Basic display technique using stepper

AFTER CHANGES:
Different display for bags with same style
- With the use of stepper behind
CROSS PROMOTION
MERCHANDISE DISPLAY:
SIGNAGES:

Sticker/ Paint

Metal Frame

Transparent
acrylic sheet

Size: 10” X 10”

PROMOTIONAL SIGNAGE:

5OOFF
%
END OF SEASON

SALE *

SHELF TALKER
FIXTURE FOR BAGS/ SLINGS/ WALLETS

STEPPER:

Present fixture Fixture option 1: Stepper

Material: Acrylic Material: Metal plate, Acrylic

Fixture option 2: Brick

Material: Chrome mirror silver vinyle wrap

* Chrome mirror silver vinyle wrap- Good to create more visibility, as it gives an illusion of space.
 Display option: 2 Bricks with different height
Material: Chrome mirror silver vinyle wrap

Display option: 2 Steppers with different height

Material: Metal plate or Acrylic
* Good for ranges with same style, with 3 different colours.
FIXTURE FOR BAGS/ SLINGS/ WALLETS

WALLET STAND:

Fixture option: 4 in each

Material: Metal with
Present fixture Chrome Mirror silver vinyle wrap
Material: Transparent Acrylic * Good to create more visibility, as each wallet has a unique design on it.
BAG STAND:

Present fixture Fixture option: 2 bags display Fixture option: Functional display
Material: Metal Material: Metal or Sling bags display
Material: Metal
FIXTURE FOR BAGS/ SLINGS/ WALLETS

BAG STAND:

Present fixture Fixture option: 2 bags display

Material: Metal Material: Metal
With a light base With a heavy base
BAG STAND:

Fixture option: Functional display Fixture option: Functional display

or Sling bags display or Sling bags display
Material: Metal Material: Metal
With a heavy base With a heavy base
CONCEPT 1. Adding a shadow box in the fixture -
Which will enhance the look of the display.
Also, it will attract the customers to browse around the shelves.
In this concept we can maintain the space provided for the stock.
And this concept is cost effective as well.

REQUIREMENTS: SHADOW BOX

SOME PROPS RELATED TO THE UPCOMING COLLECTION/ RANGE

17 INCHES
NCHES
18 I

36 INCHES
SHADOW
BOX
CONCEPT 2. Adding a shadow box in the fixture with few separators-
With different placements in the Bay.
In this concept we can do display in the middle along with a functional
display with the use of separators.
The placement of all separators will be in such a manner that it will create
a demand to browse.

REQUIREMENTS: SHADOW BOX

SOME PROPS RELATED TO THE UPCOMING COLLECTION/ RANGE
SEPARATORS: Material - Sunboard, metal plate or Acrylic
0.5 INCHES

17 INCHES
Can be any pattern- using Caprese Logo
18 INCHES
SEPARATORS

SHADOW
BOX
CONCEPT 3. Adding few separators in the bay with different placement -
In this concept we can break the monotony in the racks.
This concept is also cost effective.

REQUIREMENTS: SOME PROPS RELATED TO THE UPCOMING COLLECTION/ RANGE

SEPARATORS: Material - Sunboard, Metal plate orAcrylic.

0.5 INCHES

17 INCHES
Can be any pattern- using Caprese Logo
18 INCHES
PROPS
PRODUCTION OF FIXTURES

STEPPER
MATERIAL - Acrylic (white)

2”

4”

12”

TOP VIEW SIDE VIEW FRONT VIEW

INCLINED FIXTURE
MATERIAL - Acrylic (white)

4”

10”

3”
1”

TOP VIEW SIDE VIEW FRONT VIEW

PRODUCTION OF FIXTURES

WALLET FIXTURE
MATERIAL - Steel
4”

1.5
”

.5”
9”

1”
2”
RESE
C A P SIDE VIEW
SHELF TALKER
MATERIAL - Acrylic (Transparent)

4”

7”

2”
TOP VIEW SIDE VIEW FRONT VIEW
PRODUCTION OF FIXTURES

NEW COLLECTION
MATERIAL - Acrylic (Transparent) 6”

THICKNESS - 3mm

6”
1”

1”
P R E S E
CA 4”

TOP VIEW SIDE VIEW FRONT VIEW

 SIGNAGE
FONT - FUTURA MD BT
FONT SIZE - 60pt
SIGNAGE COLOUR - CAPRESE COLOUR
FONT - FUTURA MD BT
FONT SIZE - 60pt
COLOUR - CAPRESE COLOUR

NEW
COLLECTION

CAPRESE
EXCEUTION IN CARLTON-CAPRESE STORE
EXCEUTION IN CARLTON-CAPRESE STORE
1. 2.

S
Clear message delivery Engagement
Effectively communication Trigger thoughts
Attention Grabbing Created interest
Encouraging PROPS in wall fixture
&

S
VM

FIXTURES
SIGNAGES

PRODUCT
DISPLAY
4. 3.
Interactive Easy to access
Attractive Increase in visibility
easy browsing Long shelf life
Cross Promotion for impulse buying Increase in breathing space visually
DESIGN
- It is attractive, eye catchy giving more of
a premium look and creating space as well

COSTING
- Effective in relation to it’s cost

EXECUTION
- Easily executed with the help of P’O’G
(Planogram)

TRANSPORTATION
- Transported without a doubt through
vendors directly to the stores

FEASIBILITY
- Able to withstand wear, pressure, or
damage along with longer shelf life
 BIBLIOGRAPHY

Official Site of VIP: vipindustries.co.in

Magazine: VMRD MAGAZINE

http://www.icommercecentral.com/open-access/enduser-acceptance-of-
online-shopping-sites-in-india.pdf
http://www.fibre2fashion.com/industry-article/6/547/the-art-of-visual-
merchandising1.asp

E-JOURNAL : https://books.google.co.in/books?id=zY-2AwAAQBAJ&pg=
PT119&lpg=PT119&dq=importance+of+visual+merchandising+in+b
randing&source=bl&ots=ckTHqS4AqS&sig=p1Pi3aG2qb4wGdhlpiu0Cr
Nd1dk&hl=en&sa=X&sqi=2&ved=0CC8Q6AEwA2oVChMIkODh1eP
9xwIVlo-OCh05wgex#v=onepage&q=importance%20of%20visual%20
merchandising%20in%20branding&f=false

ARTICLES ON ONLINE VM :http://eprints.nbu.bg/2354/1/8.pdf

http://www.amazon.com/Online-Visual-Merchandising-Structural-
Optimization/dp/3659543063