ADIDAS ORIGINALS -Visual Merchandising

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Ground floor plan layout of Grand Central Mall, Seawoods

KEY PLAN 1Unit=1feet 30.5

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THE STORE Location of a department

The store is located adjacent to H&M and Lifestyle, which drives in a lot of footfall, as well. Though, both these stores have a bigger area and look a little intimidating, as they are fairly priced as compared to Adidas Originals that is a mid-premium brand.

Store layout

The store has a free flow layout with efficient space use that is not very predictable to navigate but is easy to reach and maintain. The natural sight lines lead to the wall where the shoes are showcased and that is the focal point of the store.

The free-flow layout is loosely grouped, non-linear and encourages browsing while increasing exposure to another category.

There enough room between fixtures to allow traffic to follow smoothly Overhead directional signages are lacking to distinguish each category from other.

Non-Permanent layouts

The layout though movable hasn’t been changed over a month, though the merchandise changes every 1 - 2 week.

Giveaways:

There are funky giveaways of postcards, stickers and artwork consisting caricatures of Ranveer Singh or artwork saying I love Mumbai etc for people to take away from the store for free. These are well designed and help in word of mouth marketing, as well along with acting as souvenirs for people who visit the store.

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ZONE PLAN 1Unit=1feet 30.5

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Shoes

Trial area

Men’s apparel and accessories

Storage area

Women’s apparel and accessories

Billing counter

Unisex accessories

Window display

ZONING

Zoning of merchandise has been done on the basis of Menswear clothing and accessories on the left of the entrance, Women’s Wear on the right of the entrance and accessories like bags and caps beside the counter and shoes along the natural sight line of the store entrance.

The maximum space has been allotted to the shoes that appear directly in the cone of vision of the entrance and is the main merchandise.

Hence, the distribution of zones has been done accurately depending on the availability and importance of merchandise.

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Point of Vision

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CONE OF VISION

In linear perspective, the Cone of Vision is indicated with a 60 degree angle beginning at the station point it is 30 degrees to the left and right of the line of sight. In Linear Perspective, the proportion of objects drawn outside of the Cone of Vision become distorted.

On entering the store, the Cone of vision to the men’s section partly showcases one of the main fixtures, props and the back of the store consisting of shoes.

On the right, for the women’s section, the Cone of vision consists the main staircase like prop, and three main fixtures..

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CIRCULATION PLAN

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CIRCULATION SPACE

There’s approximately 4 - 4.5 feet circulation space between various fixtures and props located nearby the walls and the central space of the area that gives ample space for 2 people to browse through the stacked and hung clothes off the fixtures, simultaneously.

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PLANOGRAMS

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Women’s apparel and accessories

Men’s apparel and accessories

Shoes

Men’s apparel and accessories

FRONT VIEW OF DISPLAY FIXTURES

FIXTURES The main fixtures are open pedestal, island displays that support self service and browsing through the fixture.

1. Main Wooden Fixtures

There are 6 wooden foldable fixtures to hang clothes, out of which 2 are a little high and have one more level, i.e, an extra plank to display shoes either on the bottom or on top of the hung clothes.

2. Metal rod hangers

There are 3 metal rod hangers that have 4 different kinds of merchandise, either tops or bottoms, that are hung adjacent to each other, 5 of one colour and of 5 different sizes.

3. Box with upright metal rods

Within the cone of vision of the entrance, there’s a box with 5 - 6 metal rods of varied heights dug in it. These rods have a sloped top used as a base to display shoes of the new collection.

They are well designed to keep up with the theme of Adidas, thereby emanating a raw, athletic and grungy vibe and is also located to attract maximum attention.

4. Staircase fixture

There’s a fixture designed like a staircase with shoes displayed on each level. This is centrally located in the store and is used to display a part of the new collection to attract maximum attention.

5. Metal grid fixture

A checked metal fixture of rods running lengthwise and breadth wise display 6 caps on themselves.

6. Metal hook fixture

There are 2 types of metal hook fixture that are 4 in number, in totality.

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LIGHTING PLAN 1Unit=1feet

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Track lights

Task light

Accent light

LIGHTING General Lighting/ Ambient Lighting:

There are track lights installed on the false ceiling of 10 numbers each of track lights in length and 5 track lights on the width.

Apart from this bordering rectangle of track lights, tracks lights are also spread out across the centre of the ceiling, on three metal strips that indicate the three strips of the Adidas Logo.

On the outer right strip, there are 6 track lights, 2 track lights in the middle and 3 track lights on the outer left strip.

These tracks are bright incandescent lights that provide ambient lighting to the store.

Featured/ Accent lighting:

Blue accent light of the likes of Adidas Blue colour has been used to highlight and attract attention on the window display around the rectangle bordering the new shoe on display and also inside the store where all the shoes are displayed on the wall. For this stripes of blue light run across the length of the display creating a sporty mood. These light aren’t necessarily meant for functional use.

Task lighting:

1. Strong localised down lighter cove lights have been used in the lane leading into the trial rooms for lighting up the way to the trials and inside the trial room, as well.

2. In the window display, built-in cove lights have been used around the rectangle bordering the window and the graphics showcased along with similar lighting on the pedestal that has been used to display the shoe in the window.

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EVENT PROMOTIONAL PLANNING

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EVENT CALENDAR March

Adidas Anniversary Celebration Lead Time: 9 days Campaign Time: 6 days, 12th – 18th March

April

Consumer Social Responsibility Drive Lead Time: 12 days Campaign Time: 7 days, 9th – 15th April

June

Customer Appreciation Week Lead Time: 12 days Campaign Time: 7 days, 18th -24th June

August

New Product Launch week Lead Time: 9 days Campaign Time: 7 days, 6th -12th August

November

Diwali week 5th November: Dhanteras 7th November: Diwali Lead Time: 5 days Campaign Time: 7 days, 2nd – 8th November

December

End of the year week 25th December: Christmas 31st December: New Year Lead Time: 5 days Campaign Time: 7 days, 25th-31st December Selected Event: Social Responsibility Drive with Product Launch

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THEME

Theme of the event: Walk for Water About the theme

The theme of this year’s CSR drive is ‘Walk for Water’ which is a drive under the aegis of annual Adidas Originals CSR drive, ‘Be Responsible’ coupled up with the product launch of our new shoe, ‘Float’.

Our theme highlights the immediate situation of global water scarcity and focuses on promoting shoes that ensure water efficiency, quality, accessibility and sustainable materials such as better cotton, recycled polyester and ocean plastic.

Adidas in it’s CSR Week would also organise a marathon to cover 6kms distance which people across various parts of the globe walk daily to fetch water, this money would go into charity for the same.

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#WalkForWater #BeResponsible

THEME EXECUTION

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CHANGES

Island Display

Ground floor plan layout of Grand Central Mall, Seawoods

KEY PLAN 1Unit=1feet 30.5

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Trial Room Signage Shoe Front Sitting Area Staircase Fixture Window 3

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Window 1 Window 2

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Floor Signage

Window Displays Window 1 This window would consist of the suspended exploded view of shoe, ‘Float’ showcasing it’s various factors and quality inputs in water conservation that aligns the shoe launch with the brand’s CSR promise.

Float 25

Window 2 The second window lays emphasis on the 3 different colour variation options of the shoe and highlights the motto of the CSR drive, i.e, ‘Walk for Water’ under ‘Be Responsible’.

Grab your

Float

#BeResponsible

Window 3 The third window brings the concept of interactive window alive by using an LCD screen and sensors to understand touch to create a powerful campaign.

The LCD screen would consist of a stop-motion graphic of water flowing continuously and would have a hand sensor circle beside it, which would say, ‘Touch Here’ which on being touched stops the wastage of free-flowing water and hence showcases that everyone is individually capable of stopping water wastage and can add to the movement; ‘Walk for Water.’

#BeResponsible 27

Fixtures Staircase Fixture

The main staircase fixture would be altered with a head stand on the uppermost stratum of the Island Display with a stand that would have a clock that ticks every minute to show that the collection would be out of stock in the mentioned hours and minutes and one can buy the newly released ‘Float’ collection to join the movement of ‘WalkForWater’ under the aegis of ‘BeResponsible’. The 3 newly released shoes of the collection would be displayed on the two lower staircase strata.

Days to Grab your

Float #BeResponsible Shoe Front Sitting Area

The cushion of the sitting area shaped like a sneaker head would be colour coordinated to match the theme of the CSR Drive. Blue cushions would be put instead of the existing colour to suit the same.

Takeaway Flyer

Carry Bag

Cap for Staff

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Signages Floor Signage

The signages of ‘Menswear, Women’swear would be altered into script font text and would have an extension of the graphic of a wave to add to the feel of water conservation as per our theme.

Trial Room

The colour palette of our theme would be implemented in the trial room signage along with the wave graphic.

Men Women Trial Room

Graphics The graphics would be altered into showcasing visuals of sportspersons or Adidas ambassadors wearing the new ‘Float’ shoes, graphics that lay emphasis on water conservation and the new range of shoes.

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R Mallika Iyer Senjuti Chakraborty VISUAL MERCHANDISING