STUDY ON BRAND: UCB KIDS
CASE STUDY BYSHIREEN
MEERAVM, NIFT, 2013-2014
MINIMALISTIC
GLOBAL; FUTURISTIC, ASPIRING
JOYFUL
SENSITIVE
SOCIAL
EXPANSIVE
IDNETITY
SMOOTHESS
FRESH
UNIQUE
IDENTITY
BRAND WITHIN BRAND
SOFTNESS
GRAPHIC
INDEX The Brand Customer board The Merchandise Emotive ValueCase Study The Store: Location The facade Store layout Cone of Vision Circulation Interior & fixtures Window Promotions Calendar Mind Mapping Signage & Graphics Analysis: Observation &
Suggestions
Window designing• Promotional window• Mind mapping• Design concept: streamlined
ideas• Design process• Design proposal• Design drawing• Estimate
THE BRANDUnited Colours Of Benetton: The brand
established in 1965 in Italy.A global brand, and one of the most well known
in the world, United Colours of Benetton has an international style that combines colour, quality and fashion.
Brand DNA: Colours of basics and discipline in display Young minded product Thin and focused menu Italian craftsmanship Global spiritCurrently it has 8 kids stores in Mumbai.The key product is Tricot and Knitwear . Hence
the Logo has been designed in such a way that the two circles symbolises the wool and the cross lines represents the Knot of yarn.
Grey being the signature colour for all the stores shows Global Spirit.
CUSTOMER PROFILE:
AGEGENDER
NEEDREGION
ATTITUDECULTURE
MERCHANDISE UCB is famous for its Tricot, wool, Jacket, Knitwear, woven
as well as denim.Brand also deals in accessories such as belts, bags,
caps, scarves, mufflers, stockings, bow-tie, hair-bands, footwear etc.
Ranging between Rs. 399 to Rs. 5999Never too young to have style!Even your little ones show off a metropolitan, casual, practical but stylish look. Polka dots, stripes and prints mix together on sweatshirts, t-shirts, skirts and shorts: the secret is to have fun and… play! Because in the style of your little girls there’s one essential ingredient not to be missed: creativity
CUSTOMER BOARD
Customer profile
MIND MAPPING Supersoft & supercolourful
VIBRANT
TECHY
JOYFULmetropolitan
casual, practical
INTERAICATIVEENERGETIC; ASPRING
COMPLICATED
ARTISTIC
FREEDOM
THE STORELOCATION
The store at Infiniti Mall, Malad is unique with its huge display windows. The two sides of the store gives complete scope to window display.
The store is located right in front of an a elevator and has huge window space
This is important in the mall where random walk-ins by customers are routine and sales are often on impulse.
The competitors surrounded by includes more bright and colourful brands : Lilliput, Barbie, Gini & Jony, Tommy Hilfiger
GOOGLE MAP: IMAGE
THE SOTRETHE FASCADE : The bold letters “UNITED COLORS OF BENETTON.” across the store window and a prominent white logo on grey panel top of the entrance catches the customer’s eye a distance.
OB GREY & WHITE BRANDING PANEL ACTS AS TIEING BAND
ELEMENT AS THE FASCADE HAS ENTRANCE DOOR; DISPLAY
WINDOW; LOGO & PLATFORM WITH SIGNAGE. DIVERSE ELEMENTS ARE
ON FASCADE.
4’ wide Printed back drop with plat form
8’ wide Window Display
5-6’ wide door window opening
3-4’ wide Logo Display
STORE LAYOUTIt’s a Soft Aisle layout where Wall displays are important and Floor fixtures are arranged in a group
MIND MAPPING
OB The entrance is very small as compared to the width of the store and it allows a bit narrow cone of vision. The extreme left and right areas are not clearly visible as one enters the store.
OB Only after turning to left one can see the whole store view at a glance. The height of the fixtures are perfect for viewing the merchandise as well as the store, as there’s nothing displayed on top shelf.
THE STORECIRCULATION
EXPERIENTIAL
STORE LAYOUTMERCHANDISE PLACEMENT & DISPLAY
OB all sorts of display for all different type of merchandise is incorporated. There’s an absence of harmony as a whole except the grey colour all over.
Though all display fixtures are in white.
Grey colour as a back ground is too dark, so
what it is a brand colour.
Boy’s Merchandise Display
White Frame around the display fixture to attain The Focal point of the Store
Girl’s Merchandise Display
Symmetry as a principle being used for display of merchandise,Which enhances & make the display appear very neat & tied.Offer clarity to customers.
Display of new range merchandiseVery attractive & colourful
OB The vase & school bag display at not Reachable levels, they are also put up with Toddlers'
merchandise. Completely not relevant location of display. SG They could have made a different display fixture for
bags.
TODDLERS’ & BABY’ Merchandise Display OB The signage is missing.
OB The signage is opp side of display
SISLEY’SMerchandise Display
OB The signage is missing for guiding the customers for particular brand.
No difference in display as well.
Boy’s Merchandise Display
Girl’s Merchandise Display
SIGNAGENO written way of communication; Graphics used to communicate instead.Girl’s collection will have a poster of girls over the display and boys’ poster over boy’s display with the present collection.
OB The proportion of signage should have been bigger as its not noticeable from a distance.SU Current size is 2’x2’, it should at least be 2 module display, focus lights on signage or back lit signage.
UCB is very much active in Social issues and Sponsors number of sports. The Advertising campaigns mainly focus on social and political issues such
as racial integration, AIDS awareness, war, poverty, child labour, death, pollution etc. which may not related to the merchandise.
UCB promotions follows :Seasonal promotions : ‘Autumn –Winter’, ‘Spring-Summer’Festival promotions: Christmas and Diwali (for Indian market); and‘End of Season Sale’ promotion.
PROMOTIONS & CALENDAR
Calendar for 2013-2014 PLANNING EXECUTION EVENT
April May June
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa 1 2 3 4 5 1 2 3 1 2 3 4 5 6 76 7 8 9 10 11 12 4 5 6 7 8 9 10 8 9 10 11 12 13 1413 14 15 16 17 18 19 11 12 13 14 15 16 17 15 16 17 18 19 20 2120 21 22 23 24 25 26 18 19 20 21 22 23 24 22 23 24 25 26 27 28
27 28 29 30 25 26 27 28 29 30 31 29 30
July August September
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa 1 2 3 4 5 1 2 1 2 3 4 5 66 7 8 9 10 11 12 3 4 5 6 7 8 9 7 8 9 10 11 12 1313 14 15 16 17 18 19 10 11 12 13 14 15 16 14 15 16 17 18 19 2020 21 22 23 24 25 26 17 18 19 20 21 22 23 21 22 23 24 25 26 2727 28 29 30 31 24 25 26 27 28 29 30 28 29 30
31 AUTMUN COLLECTION'2014 END OF SEASON SALE
October November December
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa 1 2 3 4 1 1 2 3 4 5 65 6 7 8 9 10 11 2 3 4 5 6 7 8 7 8 9 10 11 12 1312 13 14 15 16 17 18 9 10 11 12 13 14 15 14 15 16 17 18 19 2019 20 21 22 23 24 25 16 17 18 19 20 21 22 21 22 23 24 25 26 2726 27 28 29 30 31 23 24 25 26 27 28 29 28 29 30 31
DIWALI CELEBRATION 14th NOV' : CHILDREN'S DAY CELEBRATION; WINTER COLLECTION 24th DEC : CHRITSMAS
January February March
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa 1 2 3 1 2 3 4 5 6 7 1 2 3 4 5 6 74 5 6 7 8 9 10 8 9 10 11 12 13 14 8 9 10 11 12 13 1411 12 13 14 15 16 17 15 16 17 18 19 20 21 15 16 17 18 19 20 2118 19 20 21 22 23 24 22 23 24 25 26 27 28 22 23 24 25 26 27 28
25 26 27 28 29 30 31 29 30 31 END OF SEASON SALE END OF SEASON SALE SPRING-SUMMER COLLECTION'2014
OB The windows havebeen simple and minimalistic.
OB Shows lack of proper lighting and looks dark.
OB Minimum usage of styling & props around, the concept with back drop does it all.•Realistic setting•Promotional Displays(new product launch) •Seasonal Sale
WINDOW DESIGINING
practical and trendy look
ARTICULATE THE BRAND ATTRIBUTES
EXHIBIT THE BRAND’S VISUAL IDENTITY
THOUGHTSIDEAS
CONCERNS
Nature
As light as bubbles, polka dots… float….
Stripes & Patterns
HONEST
SIMPLE LIVELY
ADVENTUROUS
DYNAMIC
WILD
creativity
casual, practical
HONEST
EXPERIENTIAL
VIBRANT
WILD
As light as bubbles, polka dots float
GRAPHICORGANISED
ABSTRACT
• point! Ironic and playful
FUTURISTICBLOCKY
ADVENTUROUS
Spring starts into the spirit of adventureDREAMY
creativity
FRESH & ORGANIC
MINIMALISTICFull Color is for The spring ! A simple yet original style, the ideal
a cascade of colours and patterns!
ENERGETIC; PLAY FUL
SENSITIVE
CUBIC
all-over pattern!
DESIRE
INTEREST
ACTION
SATISFACTION
DESIGN IDEAS ……E….X….P.….L….O....R…..E…D………………….
COLOUR MATERIALFORM TEXTUREGRAPHIC-LANGUAGEIMAGES
GRAPHIC-LANGUAGE
FORM
COLOUR
MATERIAL
ATTRACTIMAGES
TEXTURE
ESTIMATE FOR WINDOWNo. ITEMS QUANTITY RATE TOTAL1 Vinyle printing(Flex) 80sqft 150 120002
2mm thick colored Acrylic sheet double ply(YELLOW) 15 250 3750
3 2mm thick colored Acrylic sheet double ply(ORANGE & DARK ORANGE) 18 250 4500
4 2mm thick colored Acrylic sheet double ply(BRIGHT GREEN, DARK GREEN)) 15 250 3750
5
Embosing the panels with approriate packing & Istallation charges 60 200 12000
6Sticker/printed school bag as a prop 1 lumsum 1000
Sub Total 37000
The Prototype :
Thank You