Profile
Store Name: Westside Owner: Trent, Owned by TATA Group Founded: 1998 Headquarters: Mumbai, Maharashtra, India Store Location: Model Town, Jalandhar, Punjab The store works on the franchise mode. It was a standalone store located in the Model town, near Niku park. The merchandise brands displayed within the store is 100% owned by Westside itself.

Image Mix:  Employees Employee density is low. All employees are formally dressed in a uniform manner with the clothes provided by Westside. The type of employees is in the early High part.  Merchandise Merchandise density is high. The overall merchandise density is in the 65, 35 ratios of hangings, stacks respectively. Colour Blocking: They are using colour blocking in their stores by arranging the merchandise from light to dark colours.

Cross Matching: Few of the 4-way fixtures, step-arms are used to display the merchandise with the complementary merchandises.

Mannequins: The mannequins are used to display the merchandise in both individually by using half mannequins and mixed using complementary merchandise with both ‘monochromatic’, ‘complementary’ colours.

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Fixtures The fixture density is high; the type of fixtures is comparatively high for the store. They are using both floor and wall fixtures in their store. Floor Fixtures The store have used different floor fixtures such as 4-Way: They were using 4-way fixtures mostly in the store. The 4 way fixture is mostly concentrated in the women’s section in the first level. Gondolas: They have used most of their gondolas in kitchen and home decorative sections. The rest were used in the apparel, footwear sections. Nesting Tables: They are using 2- table paired nesting tables. The nesting table are very less compared to other floor fixtures; they are seen in both the men’s and kids section.

Bins: Bins were not used as fixtures in the store. Step-Arm: In gondolas the store has used the step-arm to hang their merchandise.

Pegs: In the part of the women’s footwear section pegs are used to display the footwear. Wall Fixtures The wall fixtures include the fixtures like shelves, pegs, garment rods, step-arms which are attached onto the wall. Shelves: Shelves are used across the store at different points for placing the merchandise. They are seen in the Home section, Decorative section, Men’s, Women’s apparel sections.

Garment rods: Garment rods are not used inside the store; instead they have mostly used the step rods, 4-way fixtures. Pegs: Pegs attached to the wall were used to display the accessories like handbags, footwear etc, mostly observed in the women’s, kid’s section of the store.  Sound The store is filled with a loud music, mostly the western pop albums played through the store owned music channel. The density of music is high; quality of music played is good, targeting the middle, upper classes.

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Fragrance The fragrance of is very low, when I have visited the store in the very morning. The density is low and quality is also low.

Store Exterior:  Building The store itself is located in a commercial complex, with the first and the second levels occupied by the store and the rest two levels were occupied by some other business operations.  Facade There is a big sign board of the store at the entrance; it is visible from the front and from the sides of the store, as the store and the signage are placed in an angle against the parallel to the road.  Window Display There is no window display on the ground level of the store. There was a small display on the right side of the first level displaying the men’s, women’s apparel on the mannequins.  Banners There are no banners displayed outside the store.  Lighting Boards The store signing board is itself a back lighted sigh board. Store Interior:  Focal Points From the entry of the store the women’s accessory section is focused and most visible. Next to the accessory section, the women’s casual apparel section (NUON) on the right side of the entry is visible. The mannequins are placed on both sides of the entry displaying women’s ethnic, casual merchandise.  High Points High points were not used inside the store in all the sections, the only merchandise visible from all the places and displayed at a higher point is the merchandise displayed in the selves.  Nesting Tables Nesting table are available at various points of the store. 2- Nesting tables were used to display the kid’s merchandise with the yellow colour theme used in the kid’s section.

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Landings There are two landings available in the store in the stair case used to move between the two levels of the store. One wooden furnishing item is displayed on each landing. The landings don’t have any hoardings or banners, except the promotional picture sticker of kid’s apparel is placed on the wall next to the stair case.

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SOH The Westside store doesn’t house any regional, national, or international brands; hence they were not offering any ‘space on hire’.

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Lifts The store houses a single lift, which is located in the far end corner of the store. They are not using any VM in the lifts.

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Danglers There aren’t much of the danglers used in the store (as shown in image). The very few available were used to mention the section title of the direction signage.

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Step Raisers The store is not offering any promotion through step raisers.

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Cash Counters Next to the cash counter there is a customer service centre operated for the convenience of the customers. Behind the cash counter there is a big wall attached banner of some photographs promoting the merchandise and displaying the name of the store. Membership cards, ECO development signage are displayed on the cash counters.

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Pillars The pillars are collared on the colour theme of the section in which they are located. Most of the pillars are standing empty. The store blue print with entrances, emergency exits is displayed on one of each pillar in both the levels.

One floor description banner is attached on one pillar each in both the levels.  Entrance The entrance is bit high than the floor high outside the store. The store entrance shows a glass door behind which few of the mannequins are arranged displaying the women’s clothing.  Sales Area The sales area is clean, used with rich, attractive floor tiles. The aisle space is comfortable, useful for lesser crowds. Frequency:  Balance The store uses the balance of merchandise on display in the shelves.  Rhythm The rhythm is not seen in the display of the stores.

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Proportion Proportion of colour used in each section has a lesser proportion to the store’s colour. The theme of colour is very less considered in the store, the colour theme used is mostly similar in similar sections, for example Kid’s section has a yellow theme, and formal wear section has a brown theme.

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Dominance Dominance is not seen in the store’s display.