VISUAL MERCHANDIZINGWINDOW DISPLAY

-Mradula Tiwari, Manvee Singhal, Shelly Shukla, Pridhi Ahuja, Ridhima, Yuvika Mittal,Shubham Narang

Parent company: VF Outdoor Inc.

Category: Apparel and Accessories

Sector: Lifestyle and Retail

Tag Line: OFF THE WALL

USP: Custom made footwear for all sizes

Segment: High Quality premium footwear

Target Group: Youth

Target Income Group: Upper and Upper Middle Class

ABOUT

Strengths: Established brand (U.S.) Shoes fit from Infants to people with size 16 shoes Great product pricing High quality product Strong Brand Reputation Diverse product portfolio

Weaknesses: Hasn’t been able to penetrate Indian Market

Promotional Strategy: Through live events (abroad) Through social networking sites

(Facebook, Twitter)

Threats in Indian Market : Converse Adidas

ABOUT

CASE

STUDY

VANS Showroom in Ambience Mall, Gurgaon along with Lee and Wrangler.•No window display for VANS•Use of warm lights inside the showroom•All the products were kept at least 1 feet above the

ground.•Materials Used: Wooden Flooring, Exposed Ceiling, Focus Lights

CASE

STUDY

VANS Showroom in Connaught Place along with Lee and Wrangler.•Window Display shows their collaboration with

Nintendo•Use of warm lights inside the showroom•All the products were kept at least 1 feet above the

ground.•Materials Used: Wooden Flooring, Exposed Ceiling, Focus Lights

CASE

STUDY

VANS Showroom in Vaishali along with Lee and Wrangler.•Window Display shows their collaboration with Nintendo and have creatively used their tag like with it.•Use of warm lights inside the showroom•All the shoes were kept at least 1 feet above the

ground.•Have included a mini picture gallery of its famous events.•Materials Used: Marble Flooring, Exposed Ceiling, Focus Lights, MDF Pannels

CASE

STUDY

ANALYSIS

•None of the showrooms had a dedicated window display, rather there was a part of the window dedicated to VANS.

•In most of the show rooms the flooring and ceiling pattern is same i.e. wooden flooring and exposed ceiling.

•The shelves are designed very thoughtfully, all the displayed shoes were placed at least 1 feet above the ground.

•There was no proper division/ distinction between the VAN’s products and the others v.i.z. Lee and Wrangler.

Increase Popularity

To put for forward other accessories as well

Identification of the Brand

To Promote sustainability

To show exiting autumn season

To popularize its casual behavior

Show Liability

To differentiate from competitors

PURPOSE

Being Messy

Focus on its waffle inspired sole

Off the Wall – Tag line

Autumn winter

Vintage

Delhi Graffiti

Road Tripping

Adventurous

PROPOSED

THEMES

Music

Pop Culture

PROPOSED

CONCEPTS

PROPOSED

CONCEPTS

FINAL

CONCEPT

PROPS

USED

News Papers

Wire Mesh

VAN’s Shoes

Aluminum Wire

Thermacol

Wood Veneer Frame

300 GSM Sheets

Spray Paints

VAN‘S

MOODBOARD

VAN‘S

MOODBOARD

VAN‘S

MOODBOARD

COMPETITORS

IN INDIA

Being Messy

COMPETITORS

IN INDIA

Being Messy

COMPETITORS

IN INDIA

VAN‘S

PATTERNS&

SLOGANS

VANS TARGET CUSTOMERS

MARVEL’S FANSMUSIC LOVERS STREET CULTURE FOLLOWERSARTISTS

VAN‘S

PRODUCT

RANGE

REFERENCES

Vans.com, Vans of the wall, vans.com

Mbaskool.com, Vans swot analysis, http://www.mbaskool.com/brandguide/lifestyle-and-retail/3573-vans.html

Allfreepapers.com, VANS: Skating on air, https://www.allfreepapers.com/Business/Vans-Skating-on-Air/85749.html

Prizi.com, Vans, The social media bigfoot, https://prezi.com/-oqshdfkt4fi/copy-of-vans-the-analysis/

lindseyrydalch.wordpress.com, KAWZ+IFEKT, https://lindseyrydalch.wordpress.com/brandboards/converse/