Uzma Showkat | uzma.dsgs@yahoo.com

TWILLS: VM and Concept Store Design for Men's Wear Brand

Guide C S Susanth
Sponsor Studio.j
 
Keywords checkered pattern;in-store communication;plannogramming;store design

This project was about developing an advisory concept for Twills, a menís apparel brand in India. It included various facets of retail design such as Visual Merchandising (VM), in-store communication, Planogram, and Store Concept Design. The aim of this exercise was to develop the perception of the brand by improving the delivery channel and the experience in its stores. The company plans to open its redesigned stores as malls across the country.

The project began with research on the Twills flagship store in Vijaywada. Research included examining the current retail practices and observing the visual merchandising, plannogramming, store interiors, and spatial elements. I interviewed its typical target audience and understood its buying behaviour, preferences, and choices. Research also indicated what were the fast moving styles and ranges for such an audience. These observations laid the ground work for concepts and ideas for the final visual merchandise and store design.

Further, concepts for window visual merchandising for six seasons were created: Spring Summer, Sale, Pongal, Diwali, Autumn Winter, Christmas, and New Year which would be used in all of Twills existing stores. The Spring Summer collection was successfully implemented in its flagship store. The store design concepts were inspired by the product ranges most commonly stocked at Twills. Like the checkered pattern of menís formal shirts were inspired by the geometric shape of pixels and cubes. These elements represent strength, contemporary, neatness, symmetry, and detail. The derived style was detailed and documented.

This project was an opportunity to work in various capacitiesóas an advisor, strategist, and implementer. This experience gained during the project was indeed a valuable journey in terms of learning and creativity.
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