Professional Documents
Culture Documents
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Design & layout by-
Shrishti Agarwal
Guided by-
Prof. Vibhavari Kumar, Phd.
Copyright © 2019
National Institute of Fashion Technology,
Bengaluru
Printed in 2019 by
KOLOR KODE DIGITAL PRINTERS
Near Hockey Stadium, 12, Berlie St.
Langford Town, Shanti Nagar, Bengaluru,
Karnataka-560025, India.
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TABLE OF CONTENTS
Brand Profile
History & Image Profile
BRAND Philosophy
Brand Divide and Usage
Merchandise
Brand Position
Logo
Colour Variations
VISUAL Clearspace
Typography
Colours
IDENTITY Collaterals display
Correct & Incorrect usage of
Visual Identity
PHILOSOPHY
BRAND DIVIDE
ICE BERG
DSQUARED 2
NINA RICCI
PATRIZIA PEPE
Semi
Formal
Casual
Party
Wear
MERCHANDISE
ACCESSORIES ACCESSORIES
Belts Cufflinks
Shoes Belts
Jewellery Shoes
Hats Watch
Watch
Bags
BRAND
POSITIONING
COLLECTIVE
The Collective is a one of its kind, super-premium retail
concept, know for its breadth of exclusive fashion. With
GRASSHOPPER over 100 of the world’s best fashion brands under one
roof, this unique lifestyle store offers all connoisseurs a
COLLECTIVES unique point of view on each indivisual’s own personal
style.
CR . CR .
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CLEAR
SPACE
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SP.I
MAJOR
COLOUR
SCHEME
C 81 C0 C1
M 86 M 96 M 13
Y 40 Y 62 Y 96
K 37 K0 K0
#3B2C4F #EE2B50 #FED617
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DISPLAY
ELEMENT
STUDY
IN-STORE LIGHT
LIGHT
Low dimmed spot lights all through the store and
STUDY SMELL
SMELL
A pleasant small with a mixture of subtle perfumed
fragrance coupled with the smell of clothes.
SOUND
SOUND
An English track with medium placed beets to pep up
ones shopping vibe.
AMBIENCE
AMBIENCE
Classy atmosphere - a sophistication associated with
the store.
CROWD
CROWD
One can find two or three customers at a given time
during weekdays and five to six during weekends.
COMMUNICATION
COMMUNICATION
No poster or communication/promotional materials
in the store. Tags and labels are seen with the
characteristics of the respective brand.
A display panel where the merchandise is hung. The design of the store was done by FOA Studio in
There is nothing attached to the walls. An array of cooperation with Vijay Nambiar Design in 2011.
mannequins are displayed to get a feel of different
brands. The fixtures are designed in a way such that they
can be used in a multipurpose manner, either as
The walls have a textured look giving the viewer a a display unit or as a fixture. The placement and
very sophisticated feel. Predominant usage of wood arrangements undergo a change based on the
for the panels and flooring adding to the personality trends and the merchandise.
of the stores.
Accessories like bags, headgear, scarves and shoes
share space with apparel for both men and women
ARRANGEMENT OF MERCHANDISE to help the customer, to put together a total look and
ARRANGEMENT OF MERCHANDISE
Men and women’s merchandise is placed on the left the display is done along the walls.
or the right side depending on the zone it is placed
in.
Dresses
Accessories
Accessories
Semi Semi
Casual Formal Casual Formal
Accessories
Tees
Window
Casual
Semi
Formal
Party
Wear
Accessories
Accessories
Casual
Casual
FIRST
FLOOR
ZONING
Men
Women
CURRENT
PLANOGRAM The current planogram has a
random assortment of merchandise
1.5 5 1.5
– Mickey Drexler,
Former CEO and current Chairman
J.Crew Group
30
Fixtures
Staff Room
Lift
Trial Room
Shoes
Point of Sale
Stairs
40
Fixtures
Men’s
Wear
Women’s
Wear
Fixtures
Wall
Shelves
Window Display Wall Shelves
30
Fixtures Accessories
Lift
10
Jewellery
Wall Shelves
Fixtures
Stairs
2.7
STORE The planning of the store layout along with the
placement of the fixtures forms a combination of a race
course and a free flowing layout.
Men’s wear
Women’s wear
Shoes
Jewellery
Accessories
The two primary zones include the feature zone and the
null zones.
Room 2
Trial
Room
Room 3
Room 4
TRIAL
ROOMS
2 5 2
S, M, L, XL S, M, L, XL
12 dresses 12-14
dresses
3.5
S, M, L, XL
8 tops
respectively
1.2
Accessories-
display 1
1.2 merchandise
XS, S, M, L, XL
shirts 5 sticked in each
1.6
2 5 2
S, M, L, XL S, M, L, XL
12 dungaree 12-14
skirts
3.5
S, M, L, XL
8 shorts/skirts each
1.2
Accessories 1.2
display
S, M, L, XL
denims sticked in each
1.6
2 5 2
S, M, L, XL S, M, L, XL S, M, L, XL
12 tees 8 shirts 12 polo
T-shirts
3.5
S, M, L, XL
1.2
trousers 4
stacked in each
Accessories-
display 1
1.2 merchandise
1.6
2 5 2
S, M, L, XL
active wear
6 merchandise
3.5
S, M, L, XL S, M, L, XL
8 shorts active wear shorts
merchandise 9 merchandise
1.2
Accessories
S, M, L, XL display
semi formal trouser 1.2
denims, 5 each
1.6
SIGNAGE
The Signages follow the colour scheme of purple, pink
and goldenish yellow and are done in a manner that
gives it an edgy yet informative look.
SIGNAGE The exterior signage consists of the Brand name “Crisp”
centrally aligned with the brand name in the regional
language (Kannada) on the right hand side bottom of