Design Concepts for Business Goals
OVERVIEW
The Accessories Department contributed to a significant percentage of the business at Shoppers Stop. However, they ran fewer promotional campaigns with no visual merchandising displays in comparison to the fashion and apparel departments within the business.
The Accessories Department contributed to a significant percentage of the business at Shoppers Stop. However, they ran fewer promotional campaigns with no visual merchandising displays in comparison to the fashion and apparel departments within the business.
CHALLENGES
Some of the challenges were:
- The small sized products were dominated by apparel, fashion, life sized mannequins and huge display windows.
- Variation in presentation standards between the plethora of national and international brands.
- No floor space for visual merchandising
- Varied and inconsistent fixtures across the chain of stores.
APPROACH
- Design thinking & principles helped emphasize a profitable but neglected business segment.
- Design thinking & principles helped emphasize a profitable but neglected business segment.
- In the absence of floor space, other dimensions of space were utilized to promote campaigns.
- Materials used were varied and adaptive in nature to ensure effective implementation across the chain of stores.
Each campaign resulted in a significant increment in business and profitability.
This project was done in the capacity of a Category Visual Merchandiser at Shoppers Stop.
