DSIFD Indore Students Ankita Published Case Study of Visual Merchandising of Reliance Trends.

1. Case study on visual merchandising
Reliance Trends
By- Ankita Soni & Shruti Agrawal
Submitted To
Mrs. Megha Sharma
Date:17-06-2019

2.  Introduction of visual merchandising
 Company logo
 Reliance industries limited [RIL]
 Background Of company
 Trends
 Skills of Visual Merchandising
 Techniques of Visual Merchandising
 Contents
 End of seasonal sale
 Consumer Psychology
 TAGLINE

3. Visual merchandising is the practice in the retail
industry of developing floor plans and three-
dimensional displays in order to maximize sales.
Both goods and services can be displayed to highlight
their features and benefits. The purpose of such visual
merchandising is to attract, engage, and motivate the
customer towards making a purchase.
Visual merchandising commonly occurs in retail spaces
such as stores.

5. Reliance Industries Limited (RIL) is India's largest
private sector company on all major financial
parameters with a turnover of INR 2,96,091 crore
(US$44.7 billion), net profit of INR 27,630 crore (US$
4.2billion) as of March 31,2016.The Group's activities
span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals
(polyester, fibre intermediates, plastics and chemicals),
textiles, retail, infotel and special economic zones. RIL
contributes to over 13% of India’s export sand over
4.5% of the total market capitalization in India.

7. Type Subsidiary
Industry Retail
Founded 2006; 13 years ago
Head Office Bangalore
Area served India
Key people Chairman Mukesh Ambani
CEO Akhilesh Prasad
Revenue 19.32 Billion Dollars (2018-2019)
Operating income Profit After Tax INR 7 billion
Parent Reliance Industries Limited
Website relianceretail.com

8. Reliance Retail’s commitment to bettering lives has been
embodied in its pursuit to make a difference on socio-economic
issues in India. Reliance Retail operates 3300+ stores pan India
with over 13 million square feet of retail space and is growing
rapidly. It serves over 3.5 million customers every week.
Reliance Trends Ltd. is an apparel &
accessory specialty format that was
conceived with a vision to deliver fashion,
selection and quality of products and
experience at great prices to its consumers.
Reliance Trends launched its first store in
the country in October 2007. Since then the
company has opened more than 300 stores
across the length and breadth of the
country. With presence in more than 160
cities, Reliance Trends, today, is India’s
largest fashion destination, selling 2 lakh
garments a day!

9. Rio A vibrant range of snazzy trends for young women.
Fig Fashion wear for discerning, independent & working women.
Avaasa A range of Indian wear for women offering the finest collection of salwar
kurtas, churidars and a fast evolving mix n match range of garments.
Fusion A range of fusion wear for women where east meets west & style meets
comfort.
Hushh The lingerie line for women offers an extensive range of innerwear and
sleepwear.
Frendz Range of garments that complements the wardrobes of the growing
generation of boys and girls.
Pureza A collection of pure cotton & linen shirts for men.
Network Offering a range of garments which comprises of formal office wear collection
for men and women.
Netplay Range showcases a smart casual collection for the evolving workplace.
The DNMX Range has been developed with a clear focus on the youth of India, offering
them exclusively crafted fashion garments like denims, T shirts etc.
Performax The specialized sportswear or active wear brand, which supports performance
in sporting activity.
Graviti The innerwear range for men offering the best of inner and lounge wear.
Point cove Kids wear brand that features bold colors bringing the california spirit to
India.
The own brand portfolio includes

10.  A talent for design, color, and style.
 Creative flair and imagination.
 Strong interest in current and future design trends.
 Visual/spatial awareness and manual dexterity.
 Effective communication and negotiation skills.
 Engaging and working well with a range of teams.
 Able to work with constructive criticism.

11. Visual merchandising consists of mainly two
techniques; interior and exterior displays, also known
as in-store design and window displays. The overall
goal of the window display for the retailer is to
persuade the customer into the store and motivate
purchasing. Consider a combination of techniques that
can increase the customer's product awareness and
desire to purchase.
In-store design and window display techniques can be
used to enhance the store environment, influencing
consumer behavior and purchasing decisions.

13. Window
Displays
Graphics,
photography or
brand image
and signage
Store layout and
design
Eye catching
banner
Landscaping Color Marquee Lighting
Eyesight Fashion trends A Plano gram Floor map
Mannequins
Point of
purchase
display
Atmospherics Display stand
Music Smell or Scent

14. Window Displays
visual merchandising is a
multi- sensory tool used
by retailers to catch the
attention of customers
and attract them into a
store to make a purchase.
The first piece of visual
merchandising customers
encounter with a brand is
the window display.
Store layout and
design
A store layout and design is the
actual key ways to try to influence
the movement of customers in the
retail store. It helps to give
guideline them to more
merchandise as well as providing
communication cues to the
consumer. The ideal store layout
and design will helps to give
guideline to increase merchandise
and to create interest in the
product from the customer’s
perspective
Graphics,
photography or
brand image and
signage
Graphics and photographyand
signage is mainly used in
window display for sending
information about sale or special
offer,discount,brand image,
marketing productby model,
reinforce the brand's advertising
campaigns etc . To do is display
colorful,bold text, easy to read,
short and clear message and
graphics are used to attract the
attention of the consumers

15. Eye catching
banner
To attract the customer
concentration, fashion or apparel
retailers use eye catching banners in
the outside of the store for exterior
display. It is built up in creatively,
inexpensive but colorful, eye
catching means of promotion.
Banners can be hung up from
flagpoles,projectedfrom the
building or flat against the exterior.
Always get a new look retailers are
changing the banners continuously.
Landscaping
Landscaping is the powerful concept
and interesting composition of visual
merchandising. IT can increase
consumer interest by creating the
focal point using color and texture to
supply contrast and harmony. The
focal point is the business sign and it
helps the building itself. To highlight
the product display and store
arrangement retailers use of simple
and attractive landscape design and
they also ensure that customers can
easily view the focal point and
merchandise. Different equipments
like plants, flower, small beds, and
other required materials that are used
to improve the overall look of the
fashion retail store.
Colour
Colour is a one of the most powerful
tool in exterior visual
displays. Colour can express
creativity for exterior window displays
and it can create emotions and
feelings among consumers that
activate and stimulate specific
memories and it can also create
atmosphere, catch the attention of
by-passers, and attract them to the
retail store for purchasing goods.

16. Marquee
Marquee is an architectural
permanent canopy that place
over the shops entrance. It
provides specials events,
occasion,offers,display
promotionalbanners. Ex:
Board way.
Eyesight
Without proper lighting, visual
merchandising in apparel retailing
is not possible. Today fashion
retailers using computer software
for adjusting the brightness and
color of the window display
lightning. If it is day or night
display lighting depends on the
outside light level.
There are three types of lighting
used in fashion retailing:
• Primary lighting
• Store illumination
• Atmosphere lighting
Lighting
Eyesight is the visual elements
that help to create impressing
atmosphere by the use of
colors,lighting, shades and
shapes,elements of arts and
principles of design.

17. Fashion trends
Visual merchandiser or window
display designers mustfollow the
latest fashion and predictfuture
fashion movements.Clothing,
fashion accessories and other
merchandise must be styled on
mannequins perfectlyto draw
customer’s attentionto the retail
shop.
A Plano gram
It is a diagram or modelthat
indicates the placementof retail
merchandise on shelf in orderto
increase sales.
Floor map
It also called floorplan. A floor
map helps visual
merchandisers to discoverthe
bestplace for garments,
accessories,men, women, and
children items, footwear, and
other home decoritems
according to the color stories of
clothes in the apparel or fashion
shop.

18. Mannequins
Apparelretailer are commonly
used mannequins to display their
latest fashionable products in-store
and in the window display. It can
create a more wished shopping
environment for the customers.
Point of purchase
display
It is the display arrangement of
merchandise in the apparel retail
store that help the customerto
purchase the product.All the types
of products should be visible,
limited amount of merchandise are
show in the shop floorand easy to
access but not overcrowded.
Atmospherics
Atmospheric means to designthe
empty space in the shop that can
be attached to create a desired
purchasing environment for
increasing the levels of sales. It
can give good impressionof
fashion retail store or boutiques to
the customerand also attracting
customers into a store.

19. Display stand
A point of sale display assemble
d by a contract packager display
stand for postcards. A display
stand is an advertising tool that
has a direct impact on product
sales
Music
In the fashion retailing
business,retailers and visual
merchandisers play slow tempo
music for consumerrelaxation.
Music’s are selectedby the
style of the shop and it helps to
promote brands,making
purchasing decisionand
customeralso spend enjoyable
& longertime in the shop

20. Scent Response
Lavender, Basil,
Cinnamon
Relaxing, results in
soothing energy levels,
calming
Peppermint,
Thyme, Rose,
Mary,
Grapefruit,
Eucalyptus
Increases arousal level,
energizing and
stimulating, increases
productivity
Orange,
Lavender
Reduces anxiety (e.g., in
a dental office)
Ginger,
Chocolate,
Cardamom,
Liquorice
Evokes feelings of
romance
Floral scents Increases time spent in a
mall
vanilla Comforts, gives warm
sense of home, calming
Smell or Scent
Smell in a shop is the mosteffective
elements to differentiate the brand
from others. Some general
responses to differenttypes of
smells are in below

22. End of Season Sale (EOSS) is now a trend among the apparel retailers in India.
It is one of the discount sales techniques adopted by the apparel retailers.
Many consumers are looking forward to make their purchase during the
EOSS. They postpone their purchase till the EOSS being offered by the
retailers. These type of consumers are very high value conscious consumers.
It is a magical word which attracts a customer to the store like a bee to the
flower. Ever wondered what would be possibly going through the customer
mind during the End of season sale? What goes into the mind of the
consumers during the EOSS purchase. This article analyses the possible
consumer psychology behind the EOSS.
End of Season Sale (EOSS)It is a stock clearance sale offered by the apparel
retailers before start of the next apparel selling season. Earlier days the stock
clearance sale was done yearly once at the end of the particular accounting
year. But nowadays it is being given at the end of the particular selling
season. Apparel retail sales are mainly based on selling seasons that prevail
in the particular country. The selling season may vary from country to
country. In western countries, it is classified as Back-To-School, Spring or
Summer, Fall or Winter, Thanks giving, Halloween etc. In India, the selling
season is mainly based on festivals and family functions. It is like Deepavali,
Christmas, Ramzan, other religious or local festivals, Back to School,
marriage seasons, etc.

23. The concept behind the EOSS is that nowadays the fashion
change occurs rapidly and a fashion by the end of the year, the
fashion may not be a favorite one. The fashion product life cycle
is also becoming shorter so it is no point keeping the fashion for
normal sales till the end of the year. It also incurs unnecessary
stock carrying cost and also occupies the store or selling space
which is one of the important resources for the apparel retailers.
So to make effective and efficient retail sales, the apparel
retailers adopt the technique of EOSS. It is also very much
beneficial for the consumers particularly those who are fashion
conscious but at the same time having very high value
consciousness. The discount percentage varies depending on the
type of apparel and it is typically in the form of "Up to 50%" or
"Up to 70%" etc.

25. During the EOSS, customer perceives an increase in utility from his
disposable income than during the off-discount period. Hence, an illusion
often gets created in the mind of the customer that there is an increase in his
disposable income, though in reality there is no actual increase in his
income. For example - a disposable income of Rs.1000 allows him to
purchase one pair of jeans. While during EOSS with 50% off for the same pair
of jeans, the customer is left with an additional disposable income of Rs.500
even after the purchase of jeans. Thus, while the disposable income left with
the customer after purchase during the off-discount period is nil, during
EOSS the disposable income left with him after purchase increases by Rs.500.
Therefore, the customer perceives an increase in his disposable income
during EOSS owning to his savings. As a result the average price sensitive
customer entails greater utility for the same merchandise during EOSS.

27. This key insight is given voice in the brand's tagline
(Trends don't just happen on their own, they are created.')
Commenting on the new campaign, Akhilesh Prasad,
CEO of Reliance Trends, said,
“We live in interesting times.”