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Aldo

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Ishita Agrawal
Ishita Agrawal

Introduction , History , Visual Merchandising , Components of display , brand personality , price range, target market , store window display

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Visual merchandising is the silent salesperson. ISHITA AGRAWAL Made By -
• The ALDO Group is a Canadian corporation that owns and operates a worldwide chain of shoe and accessory stores by Aldo Bensadoun in Montreal in 1972, where its corporate headquarters remain today. • It has nearly 900 retail & 1100 Franchised stores under THREE retail banners: ALDO, Call It Spring, and GLOBO across 95 countries. • Stores in Canada, the U.S., the U.K., and Ireland are owned by the Group, while international stores are franchised. • In May 2005 ALDO was introduced to India with the first store opening in Mumbai, Phoenix High Street.
FASHIONISTA BRAND PERSONALITY
• ALDO India provides an unparalleled selection of the latest footwear and accessories for both men and women, with on-trend styles and quality at a fair price; Season after season. • The brand pays close attention to detail and to fine craftsmanship. • Every season ALDO Accessories reveals a new selection of merchandise that is on- trend and reflective of what is hot on the global fashion scene. • This retail concept has quickly become a top destination for all the must-haves in accessories and handbags
ALDO specializes in the creation of high-quality fashion footwear, leather goods and accessories. Footwear – Rs 5000 To Rs 15000 Bags – Rs4000 To Rs12000 Accessories - Rs 1000 To Rs 5000
Bags Average- Rs 4500 Footwear Rs 5000 To Rs 18000 Accessories Rs 1000 To Rs 5000
Men and Women aged 16 to 45 Consumers with chic, trendy, bold fashion sense & willingness to spend on their appearance/ image. Upper Moderate Class Consumers A STRONG RETAIL CONCEPT
MOOD BOARD
Competitors CHARLES & KEITH Rs 4500 To Rs 12000 ALDO Rs 5000 To Rs 18000 STEVE MADDEN Rs3000 To Rs12000
COMPONENTS OF DISPLAY • All franchise store plans are provided by the ALDO Group and undergo the same design and development process as the company’s corporate stores. • The ALDO Group also currently supplies fixtures for approx 90% of its franchise stores. Packaging The Box is the Bag (Go Green Campaign) Signages (Indoor & Outdoor)  Props & Fixtures  Lighting  Packaging
Wall sign - BRAND LOGO - Acrylic Printed Sheet Back Lit Sign Board Image ref : Infiniti Mall (malad) Digital Signage Promotional Signage (Indoor) Outdoor Indoor
Portable Display sign Promotional signage Institutional Signage
Lifestyle Graphics Signage Shelf talker
WINDOW DISPLAY Table Fixtures
Wall Fixtures Image Ref : Infiniti (malad) Store VM Manual September 2016
Center Unit Table Fixtures
Gondola Fixture Spot Light Accent light Fresh Stock & Fast Selling Products ( Hot zone area) are kept under Spot lights GRILL WALL (BY ALDO)
Accent Lighting- Showcase Lighting Window Spot lighting Primary : Recessed lighting/Down lighting
STORE ENVIRONMENT The company places great importance on continuously and carefully managing store environments—from the choice of location, store layout and design to music, lighting, product merchandising and customer service—resulting in a unified and enhanced brand experience that attracts and engages customers. • English music • White and black walls • Wooden flooring • Fixtures are also in white and black colour
FEATURE AREAS • WINDOWS The window can only be changed either before opening or after closing the store. There is no wall behind the window . Visitors outside the store can see the products inside the store . Window doesn’t block the store products. • PROMOTIONAL AISLES Aldo store had at Flat 25% Off Aisle at the entrance . Store offer promotion always has a white and red colour scheme.
• FREE STANDING DISPLAYS  Grill wall ( Gondola) for Accessories • FOCAL POINT The product below the graphic signage same as of promoted in the graphic poster , then that product is the focal point • CASH WRAP
• POWER DISPLAY COMBINED WITH STRIKE ZONE The Window and center unit fixture is the power display and strike zone of the Aldo Store
ZONES • HOT ZONE Every fixture is considered as one wall and every wall i.e. every fixture has a hot zone The hot selling products are kept in the most spacious area of that fixture
•COLD ZONE The darker area of the store at the back is the cold zone. It has Aldo Accessories
• OPERATIONAL ZONE ( NON BUSINESS ZONE) The cash wrap is considered as the non business zone of the store • TRANSITIONAL ZONE The transitional zone of the store has a digital signage and left side of the window display visible to the entrants.
STORE EXTERIORS • NO DOOR ENTRANCE - Modern • STORE SIGNAGE - Easy to read , Well lit
PLANOGRAM
Store Layout And Information • One to one format Store. • Each and every product is visible and reachable. • Only one size of each style is displayed. • The FC of the store assists the customer with the product details . • They classify their products in 3 types - CASUAL/ DRESSY / CITY Rotation of these styles according to the season is the main change in VM. CITY – Flats / Wedges CASUAL – Sneakers DRESSY – Pumps / Heels / Glittery Footwears • Maximum of 4 Handbags in one fixture. • Every fixture has graphic signage.
DIFFERENCES IN VM 3rd October • Boots last shelf towards cold zone • COLOURS : WHITE/ BLUE/ RED/ GREY / BLACK/ TAN / BROWN/ METALLICS/ ANIMAL PRINTS etc 24th November • Boots first shelf near power display • Colours : tan / brown / black / off white / beige /red shades • Changes in alignment of the products on the fixtures.
Aldo

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Aldo

  • 1. Visual merchandising is the silent salesperson. ISHITA AGRAWAL Made By -
  • 2. • The ALDO Group is a Canadian corporation that owns and operates a worldwide chain of shoe and accessory stores by Aldo Bensadoun in Montreal in 1972, where its corporate headquarters remain today. • It has nearly 900 retail & 1100 Franchised stores under THREE retail banners: ALDO, Call It Spring, and GLOBO across 95 countries. • Stores in Canada, the U.S., the U.K., and Ireland are owned by the Group, while international stores are franchised. • In May 2005 ALDO was introduced to India with the first store opening in Mumbai, Phoenix High Street.
  • 4. • ALDO India provides an unparalleled selection of the latest footwear and accessories for both men and women, with on-trend styles and quality at a fair price; Season after season. • The brand pays close attention to detail and to fine craftsmanship. • Every season ALDO Accessories reveals a new selection of merchandise that is on- trend and reflective of what is hot on the global fashion scene. • This retail concept has quickly become a top destination for all the must-haves in accessories and handbags
  • 5. ALDO specializes in the creation of high-quality fashion footwear, leather goods and accessories. Footwear – Rs 5000 To Rs 15000 Bags – Rs4000 To Rs12000 Accessories - Rs 1000 To Rs 5000
  • 6. Bags Average- Rs 4500 Footwear Rs 5000 To Rs 18000 Accessories Rs 1000 To Rs 5000
  • 7. Men and Women aged 16 to 45 Consumers with chic, trendy, bold fashion sense & willingness to spend on their appearance/ image. Upper Moderate Class Consumers A STRONG RETAIL CONCEPT
  • 9. Competitors CHARLES & KEITH Rs 4500 To Rs 12000 ALDO Rs 5000 To Rs 18000 STEVE MADDEN Rs3000 To Rs12000
  • 10. COMPONENTS OF DISPLAY • All franchise store plans are provided by the ALDO Group and undergo the same design and development process as the company’s corporate stores. • The ALDO Group also currently supplies fixtures for approx 90% of its franchise stores. Packaging The Box is the Bag (Go Green Campaign) Signages (Indoor & Outdoor)  Props & Fixtures  Lighting  Packaging
  • 11. Wall sign - BRAND LOGO - Acrylic Printed Sheet Back Lit Sign Board Image ref : Infiniti Mall (malad) Digital Signage Promotional Signage (Indoor) Outdoor Indoor
  • 12. Portable Display sign Promotional signage Institutional Signage
  • 15. Wall Fixtures Image Ref : Infiniti (malad) Store VM Manual September 2016
  • 17. Gondola Fixture Spot Light Accent light Fresh Stock & Fast Selling Products ( Hot zone area) are kept under Spot lights GRILL WALL (BY ALDO)
  • 18. Accent Lighting- Showcase Lighting Window Spot lighting Primary : Recessed lighting/Down lighting
  • 19. STORE ENVIRONMENT The company places great importance on continuously and carefully managing store environments—from the choice of location, store layout and design to music, lighting, product merchandising and customer service—resulting in a unified and enhanced brand experience that attracts and engages customers. • English music • White and black walls • Wooden flooring • Fixtures are also in white and black colour
  • 20. FEATURE AREAS • WINDOWS The window can only be changed either before opening or after closing the store. There is no wall behind the window . Visitors outside the store can see the products inside the store . Window doesn’t block the store products. • PROMOTIONAL AISLES Aldo store had at Flat 25% Off Aisle at the entrance . Store offer promotion always has a white and red colour scheme.
  • 21. • FREE STANDING DISPLAYS  Grill wall ( Gondola) for Accessories • FOCAL POINT The product below the graphic signage same as of promoted in the graphic poster , then that product is the focal point • CASH WRAP
  • 22. • POWER DISPLAY COMBINED WITH STRIKE ZONE The Window and center unit fixture is the power display and strike zone of the Aldo Store
  • 23. ZONES • HOT ZONE Every fixture is considered as one wall and every wall i.e. every fixture has a hot zone The hot selling products are kept in the most spacious area of that fixture
  • 24. •COLD ZONE The darker area of the store at the back is the cold zone. It has Aldo Accessories
  • 25. • OPERATIONAL ZONE ( NON BUSINESS ZONE) The cash wrap is considered as the non business zone of the store • TRANSITIONAL ZONE The transitional zone of the store has a digital signage and left side of the window display visible to the entrants.
  • 26. STORE EXTERIORS • NO DOOR ENTRANCE - Modern • STORE SIGNAGE - Easy to read , Well lit
  • 28. Store Layout And Information • One to one format Store. • Each and every product is visible and reachable. • Only one size of each style is displayed. • The FC of the store assists the customer with the product details . • They classify their products in 3 types - CASUAL/ DRESSY / CITY Rotation of these styles according to the season is the main change in VM. CITY – Flats / Wedges CASUAL – Sneakers DRESSY – Pumps / Heels / Glittery Footwears • Maximum of 4 Handbags in one fixture. • Every fixture has graphic signage.
  • 29. DIFFERENCES IN VM 3rd October • Boots last shelf towards cold zone • COLOURS : WHITE/ BLUE/ RED/ GREY / BLACK/ TAN / BROWN/ METALLICS/ ANIMAL PRINTS etc 24th November • Boots first shelf near power display • Colours : tan / brown / black / off white / beige /red shades • Changes in alignment of the products on the fixtures.