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A Project On W Estside

The document summarizes observations from a visit to a Westside store in Borivali, Mumbai. It discusses the store's appearance, environment, fixtures, merchandise display, and free-flow layout. The store offers an international shopping experience with stylish interiors and courteous staff. Merchandise is well-placed across apparel, home decor, and accessories. Fixtures include racks, gondolas, and tables to maximize space. Signage, music, and lighting create an energetic atmosphere to attract youth. The free-flow layout makes best use of the small space.

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Kunal Singh Bisht
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58 views

A Project On W Estside

The document summarizes observations from a visit to a Westside store in Borivali, Mumbai. It discusses the store's appearance, environment, fixtures, merchandise display, and free-flow layout. The store offers an international shopping experience with stylish interiors and courteous staff. Merchandise is well-placed across apparel, home decor, and accessories. Fixtures include racks, gondolas, and tables to maximize space. Signage, music, and lighting create an energetic atmosphere to attract youth. The free-flow layout makes best use of the small space.

Uploaded by

Kunal Singh Bisht
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 8

A PROJECT ON

GROUP MEMBERS:

ESTSIDE

ROLL NO

SHRADDHA BANGERA

10

KUNAL SINGH BISHT

13

TEJAL JOSHI

42

We have visited to a Westside store retailing arm of Tata Group at Borivali


Location.
We observed the following thing on the above store:
I)APPEARANCE : Westside store at Borivali Location offers international
shopping experience to the consumers.
Soon we reached the store destination we found the westside store stylish,
elegant with well-designed interiors and its space were designed to make
customers comfortable.
From outerside the store looks appealing it had Transparent Glass Doors
from which shoppers are able to view its well crafted and well placed
merchandise and it had attractive lightning with courteous and warm store
staff with international ambience and from transparent glass walls it had
mannequin which had traditional wear on it and it was elegant dress with
well colored. And outer side it had less parking place but the outer space is
well cleaned and maintained which makes the people to visit the store by
outer view.
INSIDE the store we found that the merchandise are well placed and first
floor were for womens with on the right it was traditional outfit and on the
left western outfit and in traditional the merchandise were outfit with the
taste of borivali loactaion and it crowd which are gujratis so in traditional
mostly Gujarati kurta were place which can be used by youth and in the right
was western outfit.
Westside store target market was special ranging from 18-40 years and most
precise youth and the ambience was very energetic and there was sound
sytem which played English song which inculcate energy and it was
according to the TG.
Ambience of the store was energetic and it well suited with the light and
sound and merchandise it sells.
The second floor was for mens section and home decors in ii. The
store type was young and refreshing and which can attract youth.

PAGE 1

The store offers some of the best collections across apparels,


footwear, home dcor, furniture accessories and much more all under
one roof.
Suggestion:We would like to suggest that Westside must balance
both the gender apparels on the same floor as the first floor which is
the main entrance is only for womens so for young man who is in
hurry for a purchase might think its a women store only and by
balancing both gender appearing on same floor will attract and both
gender and footwall will eventually rise.

II)STORE ENVIRONMENT:
The store was well cleaned,with appealing ambience ,engertic smusic
,good flow of ac, attracting merchandise displayed, well spaced for
walking and with good fragrance.
It also had labeled prices in all it merchandise.
It also had attractive offers on the shelves which can positively
influenced consumer behavior.
Giving customers adequate space to shop.
The area within the store designed to get customer attention like
promotional area, Promotional aisle/area,Freestanding
fixtures,Windows,Walls,Point-of-sale (POS) displays/areas

PAGE 2

WESTSIDE FIXTURE TYPES:

Straight Rack long pipe suspended with supports to the floor


or attached to a wall

Gondola large base with a vertical spine or wall fitted with


sockets or notches into which a variety of shelves, peghooks,
bins, baskets and other hardware can be inserted.

Four-way Fixture two crossbars that sit perpendicular to


each other on a pedestal

PAGE 3

Round Rack round fixture that sits on pedestal


Other common fixtures: tables, large bins, flat-based decks
Wall Fixtures

To make stores wall merchandisable, wall usually


covered with a skin that is fitted with vertical columns of
notches similar to those on a gondola, into which a variety
of hardware can be inserted
Can be merchandised much higher than floor fixtures
(max of 42 on floor for round racks on wall can be as
high as 72

PAGE 4

WESTDISE Merchandise Display Planning:


Shelving flexible, easy to maintain
Hanging
Pegging small rods inserted into gondolas or wall systems
can be labor intensive to display/maintain but gives neat/orderly
appearance
Folding for softlines can be folded and stacked on shelves or
tables - creates high fashion image
Stacking for large hardlines can be stacked on shelves, base
decks of gondolas or flats easy to maintain and gives image
of high volume and low price
Dumping large quantities of small merchandise can be dumped into
baskets or bins highly effective for softlines (socks, wash cloths) or
hardlines (batteries, candy, grocery products) creates high volume,
low cost image.
The lightning of store is bright and soothing to the eyes and it
highlight the merchandise well and creates a mood to see the
merchandise and overall ambience of the store perfectly match with
the light, music and merchandise in the store.

PAGE 5

III)WESTSIDE LAYOUT: westside store follows free flow layout at


borivali location. The free flow design works in favour of westside as
considered with the space . it had merchandise of same type and with
avid varieties. So it attract customer to buy merchandise. As the
space of the store is less than 5000 sq.feet it is the best layout design
westside can use.

PAGE 6

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