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Retail Merchandising

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Submitted By vanshika
Words 2481
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The beautiful you….

ABOUT SCHON

SCHON was introduced in the year 2004 with a foresight to dress the young females with the latest fashion and style in casual wear. SCHON in German means “BEAUTIFUL”. The Brand has been steadily marching ahead to meet the challenges of the fashion-conscious woman. Its zeal and vision to pioneer is being reflected by an almost self-effacing work-style, where the greater good ensures the individual good. As a result, SCHON is emerging as an elegant trendsetter for the feminine apparel industry. They are amongst the first few to modernize the traditional knitwear into the sophistication which makes a Fashion Statement every day, day by day...
The Company believes in building a reliable and constructive relationship with its suppliers who provide the best quality in materials and the Consumer who has been appreciating the Product since a long time now. The success-secret of SCHON lies in its dedicated and diligent work force, led by a progressive management. The major focus remains on quality & design which has earned us the repute and appreciation of our customer.

SCHON SPRING SUMMER COLLECTION-
The SCHON Spring/Summer 2011 fashion collection is rich in tales that are seemingly worlds apart, but in fact have a common link: a passion for elegance. SCHON finds romantic tales of flowers; sparkling, sunny afternoons dominated by white; lively evenings ablaze with colour.

CLASSIFICATION & SUB-CLASSIFICATION

About the STORE….
Location: 26A, 1st floor, Iscon Mall, S.G Highway, Ahmedabad, Gujarat.
Area:
Total area: 1223 sq. ft. Carpet area: 850 sq. ft.

Average Footfalls: Weekdays: 35-50 Weekends: 70-110

Average Conversion: 54%

No. of employees: Customer Experience Officers: 2 Store Supervisor: 1 Housekeeping: 2 Guard: 1 Lady Guard: 1

MERCHANDISE MIX
WOMEN’S WEAR CASUAL PRODUCTS | SIZE | FABRIC | PRICE | SPAGHETTI | XS- XL | 100% COTTON KNIT | RS. 549 | SHIRT | XS- XXL | 100% COTTON | RS. 1449- 1649 | DRESS | XS- XXL | 100% COTTON KNIT | RS. 1749- 1949 | T- SHIRT | XS- XXL | 100% COTTON KNIT | RS. 449- 849 | DENIMS | 24- 38 | 100% COTTON | RS. 2249- 3849 | SKIRTS | 24- 38 | 100% COTTON (KNIT AND WOOVEN) | RS. 1149- 1549 | SHORTS | 24- 38 | 100% COTTON | RS. 1049- 1349 |

STORE LAYOUT

FOCAL POINT

STORAGE AREA
TRIAL ROOM
TRIAL ROOM
ENTERANCE
WINDOW DISPLAY
WINDOW DISPLAY
POINT OF SALE

DENIM
(D)
D1, D2, D3, D4

DRESSES
(R)
R1, R2, R3, R4

24 ft

SKIRTS & SHORTS
(S)
S1, S2, S3, S4

TOPS AND SPAGHETTI
(T)
T1, T2, T3, T4

16 ft

Format: Race track
Window Display: Open windows

MERCHANDISE MANUAL
Wall units: The wall units are each named as followingT1
T2
T3
T4
for the Tops and spaghettis.

P1
P2
P3
P4
P5
P6
P7
P8

Q1
Q2
Q3
Q4
Q5

CATEGORY: TOPS STYLE # | Product description | Size | Color | Co-ordinates (if any) | Placement | SN 876 | Solid | XS | White | | P1 | | | S | White | | P1 | | | S | White | | Q1 | | | M | White | | P1 | | | L | White | | P1 | | | XL | White | | P1 | | | | | | | | | | | | | | Solid | XS | Yellow | | P2 | | | S | Yellow | | P2 | | | S | Yellow | | Q2 | | | M | Yellow | | P2 | | | L | Yellow | | P2 | | | XL | Yellow | | P2 | | | | | | | | Solid | XS | Green | | P3 | | | S | Green | | P3 | | | S | Green | | Q3 | | | M | Green | | P3 | | | L | Green | | P3 | | | XL | Green | | P3 | | | | | | | | Solid | XS | Pink | | P4 | | | S | Pink | | P4 | | | S | Pink | | Q4 | | | M | Pink | | P4 | | | L | Pink | | P4 | | | XL | Pink | | P4 | | | Solid | XS | Blue | | P5 | | | S | Blue | | P5 | | | S | Blue | | Q5 | | | M | Blue | | P5 | | | L | Blue | | P5 | | | XL | Blue | | P5 | | | | | | | | Solid | XS | Brown | | P6 | | | S | Brown | | P6 | | | S | Blue | | Q5 | | | M | Brown | | P6 | | | L | Brown | | P6 | | | XL | Brown | | P6 | | | | | | | | Solid | XS | Black | | P7 | | | S | Black | | P7 | | | S | Black | | Q7 | | | M | Black | | P7 | | | L | Black | | P7 | | | XL | Black | | P7 |

Wall units: The wall units are each named as followingD1
D2
D3
D4
for the casual dresses.

N1
N2
N3
N4
N5
N6
N7
N8

M3
M4

M2
M1

CATEGORY: CASUAL DRESSES STYLE # | Product description | Size | Color | Co-ordinates (if any) | Placement | D 243 | Printed knee length straight fit | XS | Orange | | N1 | | | S | Orange | | N1 | | | S | Orange | | M1 | | | M | Orange | | N1 | | | L | Orange | | N1 | | | XL | Orange | | N1 | | | | | | | | | | | | | | | XS | Green | | N2 | | | S | Green | | N2 | | | S | Green | | M2 | | | M | Green | | N2 | | | L | Green | | N2 | | | XL | Green | | N2 | | | | | | | | | XS | Magenta | | N3 | | | S | Magenta | | N3 | | | S | Magenta | | M3 | | | M | Magenta | | N3 | | | L | Magenta | | N3 | | | XL | Magenta | | N3 | | | | | | | | | XS | Blue | | N4 | | | S | Blue | | N4 | | | S | Blue | | M4 | | | M | Blue | | N4 | | | L | Blue | | N4 | | | XL | Blue | | N4 | |

Wall units: The wall units are each named as followingD5
D6
for the casual dresses.

Z1
Z2
Z3
Z4

M3
M4

M2
M1

CATEGORY: CASUAL DRESSES STYLE # | Product description | Size | Color | Co-ordinates (if any) | Placement | D 244 | Printed knee length straight fit | XS | Yellow | | Z1 | | | S | Yellow | | Z1 | | | S | Yellow | | M1 | | | M | Yellow | | z1 | | | L | Yellow | | z1 | | | XL | Yellow | | z1 | | | | | | | | | | | | | | | XS | Orange | | Z2 | | | S | Orange | | Z2 | | | S | Orange | | M2 | | | M | Orange | | Z2 | | | L | Orange | | Z2 | | | XL | Orange | | Z2 | | | | | | | | | XS | Blue | | Z3 | | | S | Blue | | Z3 | | | S | Blue | | Z3 | | | M | Blue | | Z3 | | | L | Blue | | Z3 | | | XL | Blue | | Z3 | | | | | | | | | XS | Black | | Z4 | | | S | Black | | Z4 | | | S | Black | | Z4 | | | M | Black | | Z4 | | | L | Black | | Z4 | | | XL | Black | | Z4 | |

Wall units: The wall units are each named as following for the casual dresses.
D5
D6
D7
D8
D9
O1

O2

O4
O3
M3
M4

O5
M2
M1

CATEGORY: CASUAL DRESSES STYLE # | Product description | Size | Color | Co-ordinates (if any) | Placement | D 245 | Knee length, zipper in front, pocket on side | XS | White | | O1 | | | S | White | | O1 | | | S | White | | O1 | | | M | White | | O1 | | | L | White | | O1 | | | XL | White | | O1 | | | | | | | | | | | | | | | XS | Steel | | O2 | | | S | Steel | | O2 | | | S | Steel | | O2 | | | M | Steel | | O2 | | | L | Steel | | O2 | | | XL | Steel | | O2 | | | | | | | | | XS | Grey | | O3 | | | S | Grey | | O3 | | | S | Grey | | O3 | | | M | Grey | | O3 | | | L | Grey | | O3 | | | XL | Grey | | O3 | | | | | | | | | XS | Brown | | O4 | | | S | Brown | | O4 | | | S | Brown | | O4 | | | M | Brown | | O4 | | | L | Brown | | O4 | | | XL | Brown | | O4 | | | | | | | | | XS | Black | | O5 | | | S | Black | | O5 | | | S | Black | | O5 | | | M | Black | | O5 | | | L | Black | | O5 | | | XL | Black | | O4 |

Wall units: The wall units are each named as followingC1
C2
for the casual t-shirts.

K2
K1

K4
K3
M3
M4

M2
M1

CATEGORY: CASUAL T-SHIRTS STYLE # | Product description | Size | Color | Co-ordinates (if any) | Placement | T 151 | BASIC | XS | White | | K1 | | | S | White | | K1 | | | M | White | | K1 | | | L | White | | K1 | | | XL | White | | K1 | | | | | | | | | | | | | | | XS | Green | | K2 | | | S | Green | | K2 | | | M | Green | | K2 | | | L | Green | | K2 | | | XL | Green | | K2 | | | | | | | | | XS | Purple | | K3 | | | S | Purple | | K3 | | | M | Purple | | K3 | | | L | Purple | | K3 | | | XL | Purple | | K3 | | | | | | | | | XS | Black | | K4 | | | S | Black | | K4 | | | M | Black | | K4 | | | L | Black | | K4 | | | XL | Black | | K4 | |
PLANOGRAM
5 ft
3.5 ft
3.5 ft
Option 1
WARM

COOL

10 ft
12 ft
6ft
4 ft
P1
P2
P3
P4
P5
P6
P7
P8
P9
P10
P11
P12
P13
P14
P15
P16
T1
T2
T3
2
2
3
4
1
1

The first planogram is divided into 4 parts and the area taken up by this planogram is 12x10x1 square feet containing 12 feet length, 10 feet height and 1 feet breadth so the total area covered by base planogram is 120 feet square feet. We have done some conversion for preparing the basic 3D model and on paper i.e. 1feet= 12 inch so we have taken 1feet = 2 inch. According to that we have drawn these planogram and prepared 3D model measuring the length and thickness of women’s wear cloth in the ideal form and straight wise in inches.
Area 1 has length of 3.5 ft and height of 5 ft on both side which is divided into 4 equal parts horizontally having the height of 1 ft of each forming the stacks which will carry the folded merchandise of 8 different style having the length of 30 cm and height of 4cm each so we can keep the merchandise as (ht= 1ft) 30 cm – 4 cm (gap)= 26 cm (ht wise), so we can have 26/4 = 7(approx) in one particular lot or style. Now in one stack keeping the space between the merchandise 2 cm and the length of the merchandise is 30 cm, then the equation will be as 3.5 ft = 108 cm (approx) then we have 108/3.5 = 30.5 cm (approx) and we have given the space of 2 cm then 2*3 = 6 cm and so subtracting these space from 30.5 cm we have 24.5 cm, so we can easily keep the 2 lot of merchandise in given one stack. And the number of merchandise we can keep in one stack is equal to 7*2 = 14 merchandise. And we have same 4 racks, so 4*14 = 56 merchandise in folded form. Similarly on the other side also the 56 merchandise can be kept. Then total merchandise in area 1 will be 56+56 = 112 merchandise.
Area 2 also divided equally on both sides of length 3.5 feet and height of 4.5 feet having waterfall bar showing the full length front portion open merchandise. Its pointed on 42 inch above from the 4th stacks below it or 92 inch above from the base of the planogram. And we can keep 8 merchandise of different style, having different colours and different size in one waterfall bar. Same on the other side and so total in area 2 will be16 merchandise can be kept.
Area 3 consists of length 5 feet and height of 4 feet containing hanger on a rod attached to wall of 44 cm in length where 26 merchandise can be displayed showing a side portion of merchandise.
Area 4 consists of length 5 feet and height of 5.5 feet (approx) which is a focal point to display and also having three racks of same size having the height of 1 feet. The folded merchandise of length 30 cm and height of 4cm each so we can keep the merchandise as (ht= 1ft) 30 cm – 4 cm (gap) = 26 cm (ht wise), so we can have 26/4 = 7(approx) in one particular lot or style. Now in one rack keeping the space between the merchandise 2 cm and the length of the merchandise is 30 cm, then the equation will be as 5 ft = 152.5 cm (approx) then we have 152.5/5 = 30.5 cm (approx) and we have given the space of 2 cm then 2*4= 8 cm and so subtracting these space from 30.5 cm we have 22.5 cm, so we can easily keep the 1 lot of merchandise in given one rack. And the number of merchandise we can keep in one rack is equal to 7*1 = 7 merchandise. And we have same 3 racks, so 3*7 = 21 merchandise in folded form. Then total merchandise in area 4 will be 21 merchandise. Thus the 1st planogram will consists of total as 112+16+26+21 = 175 merchandise available at a time.
The basic principles and the techniques used are the cross merchandising i.e. placement of the spaghetti and the top, the color blocking from light to dark as the season is spring summer. The SKUs would be placed style wise. Each style displayed would have all the sizes stacked on the wall unit just below/above the display ranging from the smallest to the largest (XS-XL).
Option 2 cool warm cool warm
During the sale period

In the second planogram is divided into 4 parts and the area taken up by this planogram is 12x9x1 square feet containing 12 feet length, 9 feet height and 1 feet breadth so the total area covered by base planogram is 108 feet square feet.
Area 1 has length of 3.5 ft and height of 4 ft on both side which is divided into 4 equal parts horizontally having the height of 1 ft of each forming the stacks which will carry the folded merchandise of 8 different style having the length of 30 cm and height of 4cm each so we can keep the merchandise as (ht= 1ft) 30 cm – 4 cm (gap)= 26 cm (ht wise), so we can have 26/4 = 7(approx) in one particular lot or style. Now in one stack keeping the space between the merchandise 2 cm and the length of the merchandise is 30 cm, then the equation will be as 3.5 ft = 108 cm (approx) then we have 108/3.5 = 30.5 cm (approx) and we have given the space of 2 cm then 2*3 = 6 cm and so subtracting these space from 30.5 cm we have 24.5 cm, so we can easily keep the 2 lot of merchandise in given one stack. And the number of merchandise we can keep in one stack is equal to 7*2 = 14 merchandise. And we have same 4 racks, so 4*14 = 56 merchandise in folded form. Similarly on the other side also the 56 merchandise can be kept. Then total merchandise in area 1 will be 56+56 = 112 merchandise.
Area 2 consists of length 3.5 feet and height of 4.5 feet containing hanger on a rod attached to wall of 44 cm in length in which 26 merchandise can be displayed showing a side portion of merchandise is available on both side. So on other side too 26 merchandise can be hanged. And total merchandise in area 2 will be 26+26 = 52 merchandise.
Area 3 consists of length 5 feet and height of 3.5 feet containing hanger on a rod attached to wall of 44 cm in length in which 26 merchandise can be displayed showing a side portion of merchandise.
Area 4 consists of length 5 feet and height of 5.3 feet (approx) which is a focal point to display and also having three racks of same size having the height of 1 feet. The folded merchandise of length 30 cm and height of 4cm each so we can keep the merchandise as (ht= 1ft) 30 cm – 4 cm (gap) = 26 cm (ht wise), so we can have 26/4 = 7(approx) in one particular lot or style. Now in one rack keeping the space between the merchandise 2 cm and the length of the merchandise is 30 cm, then the equation will be as 5 ft = 152.5 cm (approx) then we have 152.5/5 = 30.5 cm (approx) and we have given the space of 2 cm then 2*4= 8 cm and so subtracting these space from 30.5 cm we have 22.5 cm, so we can easily keep the 1 lot of merchandise in given one rack. And the number of merchandise we can keep in one rack is equal to 7*1 = 7 merchandise. And we have same 3 racks, so 3*7 = 21 merchandise in folded form. Then total merchandise in area 4 will be 21 merchandise.
Thus the 2nd planogram will consists of total as 112+52+26+21 = 211 merchandise available at a time.

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