STORE MANAGEMENT
BY ANAMIKA SHAH
166334
CONTENT
• ACKNOWLEDGEMENT
• ABOUT BESTSELLER
• VEROMODA
• STORE MANAGEMENT
STORE OPERATION MANAGEMENT
STORE DESIGN : INTERIOR & EXTERIOR
CUSTOMER SERVICE
STORE SAFETY
VISUAL MERCHANDISING
• CONCLUSION
ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of guidance and
assistance from many people and I am extremely fortunate to have got this all
along the completion of our projectwork.Very grateful to BESTSELLER INDIA
pvt.ltd ( Brand : Vero Moda) for letting me experience the practical world of store
management and visual merchandising as well as retail business.I would also like
to pay my regards and thanks to the faculty members of KIIT University,
Bhubaneswar for providing me with constant and all possible support whenever
requested for.Lastly, I thank all our family members and friends who have been
constant source of support during the preparation of this project work.
Type : Private
Industry : Clothing
Founded : Brande, Denmark,
1975
Founder : Troels Holch Povlsen
BESTSELLER is a family-owned clothing and
accessories company founded in Denmark Headquarters : Brande, Jutland, Denmark
in 1975 by Merete Bech Povlsen and Troels
Holch Povlsen....BESTSELLER provides fast Number of locations : 2,700 retail stores
affordable fashion for women, men, & 15,000 wholesale customers
teenagers and children via a portfolio of
over 20 different brands. Area served : Europe, Middle East, India,
China and Canada
Key people : Anders Holch Povlsen (sole
owner)
Number of employees : 17,000
BRANDS
WOMEN’S CLOTHING
• ONLY – Bestseller's largest brand, young female fashion
• Vero Moda – The company's basic brand of women's clothing. In 2007, the company hired the supermodel Gisele
Bündchen to promote the brand in 2007-08.
• Mamalicious – maternity wear
• VILA – for younger women
• SELECTED Femme – sister brand to Selected Homme
• Junarose – plus size
• Y.A.S
• Noisy May
• PIECES
• Object
MEN’S CLOTHING
• Jack & Jones – brand targeted at younger customers, with underwear and other garments.
• Selected Homme – contemporary menswear label, including tailored suits and shirts.
• Outfitters Nation – targeted at teenagers, later changed to LMTD.
• Only & Sons
CHILDREN’S CLOTHING
• Name It – clothes for babies and children.
MARKET
BESTSELLER brands and products are available online, in about 2,600 branded chain stores, 15,000 multi-
brand and in department stores across Europe, The Middle East, North America, Latin America, Australia and
India. BESTSELLER Fashion Group China is an independent company designing its own collections for more
than 7,000 stores in China.
CORPORATE SUSTAINABILITY
BESTSELLER strives for a sustainable development in the fashion industry by developing suppliers in a
more sustainable direction and inspiring customers to make more conscious choices by offering more
sustainable products. BESTSELLER has no ownership interests in the production chain but cooperates
with selected suppliers primarily in China, India, Bangladesh, Turkey and Italy.
COLLEAGUES
BESTSELLER has about 17,000 dedicated BESTSELLER colleagues around the world, and cultural differences
are considered an advantage promoting quality, good results and strong values.
BESTSELLER INDIA
BESTSELLER India currently has 195 exclusive brand outlets and is present in over 812 shop-in-shops in external
multi-brand stores throughout India. BESTSELLER India markets and sells the six BESTSELLER brands JACK &
JONES, VERO MODA, ONLY, SELECTED, JUNAROSE and ONLY & SONS
BESTSELLER India is part of BESTSELLER, a family-owned fashion company founded in Denmark, Europe in 1975.
Worldwide, BESTSELLER is present in 46 countries through more than 2,800 chain stores and 12,000 external
multi-brand stores.
Industries : Retail
Company size : 1001-5000 employees
Headquarters : MUMBAI, MAHARASHTRA
Type : Privately Held
Founded : 1975
Specialties : Retail, Men's Wear, Women's Wear, Denims, and Fast Fashion Apparel
VERO MODA launched in 1987 to accomplish a need for good quality, on-trend clothing at affordable prices and
today it is one of Europe’s largest clothing brands for young women.
VERO MODA was one of the first brands to launch within the BESTSELLER family.
Through the years, top models such as Helena Christensen, Claudia Schiffer, Christy Turlington, Kate Moss and Gisele
Bündchen have been the faces of VERO MODA.
They have contributed greatly to the branding of VERO MODA as part of the fashion world. VERO MODA launched
in India in the year 2010. As of 2017, the brand has 67 Exclusive Brand Outlets and 163 Shop in Shops and counting.
FACES OF VEROMODA
Helena Christensen Christy Turlington Gisele Bundchen
Claudia Schiffer Kate Moss
VISION
Simply the fashion choice for Girl’s wadrobe.
MISSION
Fast Fashion from Global Catwalk trends to customers wardrobe made available to the most desirable store location.
VALUES
• DRIVE The VERO MODA brand believes that hard work is the only way to achieve results. We are driven by making
tomorrow even better than today.
• PASSION The VERO MODA brand believes true dedication creates genuine relationships and makes us reach our
goals. We are all deeply enthusiastic about everything we do.
• OPEN-MINDED The VERO MODA brand firmly believes that a modest approach to our business makes us ready to
try new ideas and move in new directions.
• ENTREPRENEURSHIP The VERO MODA brand values individual creativity.
SIMPLY LOVING STYLE
• VERO MODA's passionate design team stays ahead of the latest trends to deliver eight on-point collections
per year.
• Selling upwards of 45 million styles annually, VERO MODA is privileged to influence the wardrobes of so many
fashion conscious girls internationally.
• VERO MODA is constructed of three fashion lines, catering to all the individual tastes and personal styles of
the brand's loyal customer base.
• VERO MODA The latest trends at affordable prices, for fashion-conscious girls everywhere.
• VERO MODA DENIM Jeans and separates with casual cool in its DNA.
• VERO MODA ACCESSORIES THe finishing touch to complete your VERO MODA look.
10 BASIC PRINCIPLES OF VERO MODA
• We are honest.
• We are hard working.
• We are loyal.
• We are co-operative.
• We are business-minded.
• We want to see result.
• We want to simple solution.
• We take nothing for granted.
• We always keep our promises.
• We want to be the BEST.
STORE MANAGEMENT
• STORE OPERATION MANAGEMENT
• STORE DESIGN : INTERIOR & EXTERIOR
• CUSTOMER SERVICE
• STORE SAFETY
• VISUAL MERCHANDISING
INTRODUCTION
• Store is where retailers system &
procedures come in contact with
customers.
• Operation management is managing of
balance between things :
* Meeting customer needs.
* Managing resources.
• Store operations management is all
about demand & supply.
STORE MANAGEMENT OPERATIONS
Customer Service Managing the store
Layout, Design & Visual
Merchandising
FUNCTION OF STORE MANAGEMENT
• RECEIPT ( INWARD ) : Goods sent from the warehouse ,when comes to store, Store check the document carried by
the carrier, known as Delivery Challan, against the copy of the Purchase Order placed on the supplier by the retail
brand. ( OUTWARD ) : If the stocks are not been sold as per the expectation of the target ,is sent back to the
warehouse.
• STORAGE : After inwarding the number of stocks recieved in the system, they are kept in the backward storage
room keeping in mind that the goods should be kept in such a manner that it won’t get damaged. A store manager
should audit often.
• RETRIEVAL : Easy & quick retrievality of items that are demanded by the customers. It is common knowledge in
retail brand after hours of searching for the item is declared to be out of stock. This causes urgent purchase of out
of stock material . BESTSELLER hired OMUNI online application for that where the store manager orders the
particular item that can be ordered direct from the warehouse.This function takes place as per established
retrieval system.
• RECORD : Maintaining records of reciepts, updating the stock levels as per the no.of sale of the particular product.
Basic records of stock registers.
• HOUSEKEEPING : Maintenance of spic & span cleanliness in the store & ensuring principle of place is fully
implemented.Good Housekeeping ensures satisfactory work practices.
• CONTROL : Replenishment of the store, stock movement is watched to identify nonmoving products for
outward.Effective control management results no shortage or no excess products.
• INTERACTION & COORDINATION : Very close interaction between purchasing , production, quality control. and also
explaning it to the customer is benifical for the sale of a product.
PROCEDURE IN STORE MANAGEMENT
• Store records : Accurate & up-to-date store records must be
maintained. ( STORE TARGET SHEET )
• Receipt of store : Proper delhivery of items along with reciepts.
• Stock Checks : Regular stock checking by the visual
merchandizer of the store.
STORE SALES TARGET SHEET
ASV : Average Basket Value
IMPORTANT TERMS :
Total sale
• Sales value (Achieved)
Total no. of bill
• Sales value (Target)
• Deficit
ABQ : Average Basket Quantity
• Achieved %
• Sales Quantity Total no. of quantity
Total no. of bills
• No.of bills
• Footfalls
• Conversion ASP : Average Selling Price
• ABV Total sale
Total no. of quantity
• ABQ
• ASP
CONVERSION : Total no.of
bills Total no. of footfalls
REGISTER CHECKS
• Store opening & closing checklist & housekeeping checklist.
• Daily store walk through checklist .
• 360 degree checklist by SM.
• Staff attendance cum movement register.
• Temperature check
• Uniform Register.
• Staff purchase Register
• Gatepass Register
• Non-STN Register
• Exchange Register - Manually, Technically
• Cash Declaration
• Alteration Register
• Good Inward & Outward Register
STORE DESIGN : INTERIOR & EXTERIOR
REQUIREMENT IN STORE DESIGN
• CUSTOMER FOCUS : Store layout & design must appeal customer’s will.
• STORE IMAGE : Store image is the overall perception the customer has of the store
environment.
• HOLISTIC APPROACH : Store design should match the store character . It includes
Interior & Exterior design .
• TECHNOLOGY & PLANNING : Latest technology should be used to assist in developing a
store layout design.
CUSTOMER SERVICE
• Customer service is the support you offer your
customers — both before and after they buy and
use your products or services — that helps them
have an easy and enjoyable experience with you.
Offering amazing customer service is important if
you want to retain customers and grow your
business.
CORONA SAFETY GUIDELINES
CORONA GAURD :
Its a device which beeps incase of any covid infected customers
are there. Basically purify the surrounding. So , is a plus point for
a retail shop to attract customer as for now people are offcourse
very conscious about the safety .
CORONA WARDROBE
• It’s a kind of wardrobe where,after the
customer tryout the products are kept here for
sanitizing the product. It steam as well.
VISUAL MERCHANDISING
Visual Meaning :
Relating to the sense of sight.
Merchandising Meaning :
It’s a marketing practice in which the brand or image from
one product or service is used to sell another.
• Coordination of physical elements in place of business , so that it projects the right image to its customer.
• Change a “passive looker into active buyers.”
• Responsible for total merchandise.
• Overall business image.
• Placement of design elements.
• Its the activity & proffession of developing the floor plans & three dimentional display in order to maximize their sales.
• The display of products which makes them appealing & attractive.
• It utilizes displays,colour, lighting & sounds.
PURPOSE OF VISUAL MERCHANDISING
• The purpose is to attract,engage,motivate the customer towards making a purchase.
• Both Goods & service can be displayed to highlight their features & benifits.
PRINCIPLES
• Make it easier for the customer to locate the desired category & merchandise.
• Make it easier to self select.
• Make it easy to coordinate & accesorize.
• Educate about the product in an effective & creative way.
• Make proper arrangement in such a way to increase the sale of unsought goods.
IMPORTANCE
• Purpose are to sell products & promote store image.
• Should always try to be different,new & creative.
• Change a passive looker into active buyer.
• Enhance brand image.
• Generate Impulse Sales.
• Overall business image.
VM SUCCESS FACTORS
OBJECTIVES OF STORE ENVIRONMENT
• Get customers into the store ( Store Image )
* Serves a critical role in the store slection process.
* Important criteria includes cleanliness, labeled price, accurate & pleasant checkout
clerks & well stocked shelves.
* The store itself makes the most significant & last impression.
• Once they’re inside the store,convert them into cuatomer buying merchandize .
* The more merchandise customers are exposed to that is presented in an orderly manner
, the more they tend to buy.
MERCHANDISE PRESENTATION
The way goods are hung, placed on shelve
or otherwise made to customers,
• SHOULDER OUT : Only one side shows.
• FACE FORWARD : Hanging garment so
full front faces viewer.
METHOD OF DISPLAY
• Folding
• Pegging
• Shelving
• Hanging
FOLDING SHELVING
HANGING PEGGING RAILS
DISPLAYED MERCHANDISE
• Should be current collections.
• Represent styles & lines
• Should be well stocked.
• In demand.
• New ( Inform customer what is available )
• Encourage Additional Purchase.
• Promote Current Theme.
• Look good on display.
ELEMENTS OF VISUAL MERCHANDISING
ELEMENTS
STORE FRONT STORE INTERIOR MERCHANDISE DISPLAY
STORE LAYOUT STORE SPACE
STORE FRONT
The exterior of a business.
It includes :
SIGN : Retail Store Signage Design refers to any kind of visual store graphics that you have that displays
information to your customers about your business and your products. ... From your store front, to banners, to
barricades and every piece of your retail store signage.
MARQUEE : It often has signage stating either the name of the establishment or, in the case of theatres, the play
or movie and the artist appearing at that venue. Its the limited collection.
ENTRANCE : The retail entrance should talk about the brand story and creative head-turning window displays and
signage essentials. ... A typical retail store entrance should have a wide opening depending upon the overall size
of the store. It is the first point of contact between the customer and the store.
WINDOW DISPLAY : A display window is a window in a shop displaying items for sale or otherwise designed to
attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop.
STORE INTERIOR
• Fixtures : fixtures refer to any piece of equipment or furniture used to display products. The most common type
of fixture are shelves, but there are countless types of fixtures like mannequins, display racks, display cases, stall
walls, signage holders, and more.
• Display : A retail display is anything in a store that houses or promotes your product. A visual merchandising
strategy focuses heavily on the appearance of retail displays, as they are often the first point of contact between
your product and the shopper. Any brand that sells at retail will use retail displays.
• Colur : A mixture of colors to create a contrasting background to the products on display can have a high recall
rate by consumers.
• Lighting : Lighting is a powerful tool that sets the mood of the store, and can be used to draw attention to
highlighted products.
• Shelving : Shelving is used by retailers to display merchandise
STORE LAYOUT
The way the floor space is used to falicitate & promote sales & best serve the customer.
STORE SPACE
• SELLING SPACE : It includes Interior display,Sales demonstration area,Sales transaction area(Wrap desk).
• MERCHANDISING SPACE : Allocated to items that are kept in inventory,The selling floor & the stock room area.
• PERSONAL SPACE : Space for employees-Break rooms,lockers, resteooms.
• CUSTOMER SPACE
Once the floor space has been allocated,management & visual personal spend a lot of time planning the effective use
of space.
WORKED AS A VM
• REPLENISHMENT
• SIZEWISE
• REFOLDING
• HANGER SPACING
LAUNCH (As a VM)
FOCUS COLOUR/COLOUR OF THE SEASON
- SHOCKING PINK
- DAZZLING BLUE
- SHADES OF BLUE (BROWN IS THE NEW BLACK)
KEY PRINTS
• Flowers of liesure - DIY, Hand Illustrated feel.
• Wanderer’s Paradise - Fusion of bohemian & floral.
• Textures of the Earth - Abstract zoomout represantation of the earth.
• Striped maze - Classic in intresting ways.
• Disty daze - Small sized abstract , animals & florals.
COLLECTION HIGHLIGHTS FOCUS CATEGORIES
• Dresses & Jumpsuits • Work wear & co-oards
• Graphic T Shirts • Lounge while working
• Women’s day collection Ideal for work from home
• Marquee & Evening wear Relaxed feel
• Back to office
Clean cut & tailored
Comfortable
Sharp & edge
THANK YOU !
