STUDY ON BRAND: UCB KIDS CASE STUDY BY SHIREEN MEERA VM, NIFT, 2013-2014

1. STUDY ON BRAND: UCB KIDS CASE STUDY BY SHIREEN MEERA VM, NIFT, 2013-2014

2. CREATE A MOOD BOARD FOR THE BRAND EXPANSIVE UNIQUE IDNETITY SENSITIVE MINIMALISTIC GLOBAL; FUTURISTIC, ASPIRING SOCIAL BRAND WITHIN BRAND IDENTITY JOYFUL SMOOTHESS GRAPHIC FRESH SOFTNESS

3. INDEX • Window designing • Promotional window • Mind mapping • Design concept: streamlined ideas • Design process • Design proposal • Design drawing • Estimate The Brand • Customer board • The Merchandise • Emotive Value Case Study • The Store: Location • The facade • Store layout • Cone of Vision • Circulation • Interior & fixtures • Window • Promotions • Calendar • Mind Mapping • Signage & Graphics • Analysis: Observation & Suggestions

4. THE BRAND United 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 spirit Currently 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: AGE GENDER NEED REGION ATTITUDE CULTURE

5. 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. 5999 Never 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

6. VIBRANT CUSTOMER BOARD Supersoft & supercolourful MIND MAPPING FREEDOM JOYFUL metropolitan Customer profile ENERGETIC; ASPRING INTERAICATIVE TECHY COMPLICATED ARTISTIC casual, practical

7. GOOGLE MAP: IMAGE THE STORELOCATION • The store at Infiniti Mall, Maladis 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

8. THE SOTRE THE 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. • OBGREY & WHITE BRANDING PANEL ACTS AS TIEING BAND ELEMENTAS 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

9. STORE LAYOUT It’s a Soft Aisle layout where Wall displays are important and Floor fixtures are arranged in a group MIND MAPPING

10. OBThe 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.

11. THE STORECIRCULATION EXPERIENTIAL

12. STORE LAYOUTMERCHANDISE PLACEMENT & DISPLAY • Grey colour as a back ground is too dark, so what it is a brand colour. • OBall 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.

13. Girl’s Merchandise Display Boy’s Merchandise Display Display of new range merchandise Very attractive & colourful White Frame around the display fixture to attain The Focal point of the Store Symmetry as a principle beingused for display of merchandise, Which enhances & make the display appear very neat & tied. Offer clarity to customers.

14. TODDLERS’ & BABY’ Merchandise Display • OB The signage is missing. • OB The signage • is opp side of display • OB The vase & school bag display at not • Reachable levels, they are also put up with Toddlers' merchandise. Completely not relevant location of display. • SGThey could have made a different display fixture for bags.

15. SISLEY’S Merchandise 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

16. SIGNAGE NO 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. • SUCurrent size is 2’x2’, it should at least be 2 module display, focus lights on signage or back lit signage.

17. PROMOTIONS & CALENDAR • 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.

18. Calendar for 2013-2014

19. WINDOW DESIGINING • OB The windows have • been simple and minimalistic. • OB Shows lack of proper lighting and looks dark. • OBMinimum usage of styling & props around, the concept with back drop does it all. • Realistic setting • Promotional Displays(new product launch) • Seasonal Sale practical and trendy look

20. THOUGHTS IDEAS CONCERNS Stripes & Patterns As light as bubbles, polka dots… float…. EXHIBIT THE BRAND’S VISUAL IDENTITY Nature ARTICULATE THE BRAND ATTRIBUTES

21. feel comfy Full Color is for The spring ! A simple yet original style, the ideal FUTURISTIC MINIMALISTIC BLOCKY WILD ADVENTUROUS creativity GRAPHIC CUBIC HONEST ORGANISED DYNAMIC ABSTRACT HONEST FRESH & ORGANIC SIMPLE LIVELY WILD casual, practical SENSITIVE creativity • point! Ironic and playful As light as bubbles, polka dots float  all-over pattern! Spring starts into the spirit of adventure VIBRANT DREAMY ENERGETIC; PLAY FUL a cascade of colours and patterns! EXPERIENTIAL ADVENTUROUS

22. DESIGN IDEAS ……E….X….P.….L….O....R…..E…D…………………. IMAGES GRAPHIC-LANGUAGE SATISFACTION ATTRACT INTEREST DESIRE ACTION FORM COLOUR MATERIAL FORM TEXTURE GRAPHIC-LANGUAGE IMAGES COLOUR TEXTURE MATERIAL

24. The Prototype :

25. Thank You