Annexure- 1 Name: Sneha Goyal 10319 Email id: snehagoyal2@gmail.com Roll no.

: DFR

PROJECT PROPOSAL
1. Project Title: Project on Visual Merchandising (VERO MODA) 2. Synopsis/Introduction on the Project: (A statement of about 1000 words describing what the project is about/ the Rationale and the Scope and Background of chosen title) Although Vero Moda uses a good display technique for merchandise presentation, but as compared to its competitors like Forever 21 and Zara, it lacks clarity in presentation of certain merchandise and accessories. So, there is a huge scope for the brand to grow as It is 3rd store after Forever 21 and Zara that caters only to women. With a change in the display, merchandise sales can be stimulated. It can attract customer interest and reduce shopper fatigue. Effective merchandise display will increase merchandise visibility and improve overall traffic flow throughout the store. 3. Problem Statement: TECHNIQUES USED IN DISPLAY OF MERCHANDISE WITH DIFFERENT BRACKET WALLS IN CASE OF OVER STOCKING AND UNDER STOCKING.

4. Project Objectives (Purpose of proposed investigation) To make the store look visually balanced in terms of Visual Merchandising and to make it appealing for the customers.

5. Research Methodology (Research Design, Methodology, Sampling, Data Collection etc.Also, give justification to why you are using the specified method) Experimental Research: An attempt by the researcher to maintain control over all factors that may affect the result of an experiment. In doing this, the researcher attempts to determine or predict what may occur.

6. Project significance and value: (Relevance to the Industry and to the Organization) The organization would be able to understand its customer expectations. To build relations with customers and create loyal customers. By empowering both retailers as well as the customer. It will also lead to the increment in conversion and footfall.

7. References: Initial list of bibliographic and Internet materials that would be used to complete the project / References for literature reviewed. Only Harvard Referencing Style. See the attachment for Harvard Referencing. Cross, Vanessa Retail Design Projects, June 9, 2011 http://www.ehow.com/info_8569379_retail-design-projects.html http://www.okstate.edu/ag/agedcm4h/academic/aged5980a/5980/newpage2.htm I wish to carry out the dissertation on the basis of the proposal given in this format. I undertake to abide by the general regulation of the institute. Signature of the Applicant: Name of the Applicant: Sneha Goyal Faculty Mentor Name and Signature: Charneeta Kaur Industry Mentor Name and Signature: Aditi Bandhu

OVERVIEW OF INDUSTRY
BESTSELLER is a family-owned company founded in Denmark, in 1975 by Merete Bech Povlsen and Troels Holch Povlsen. Today, the company directly employs more than 12,100 people of whom approx. 3,200 work in Denmark.

Brands BESTSELLERs fashion wear and accessories are designed, developed and sold to young women and men, teenagers and children under the brands JACK & JONES, NAME IT, MAMALICIOUS , OBJECT COLLECTORS ITEM, ONLY, OUTFITTERS NATION, PIECES, SELECTED, VERO MODA and VILA CLOTHES. Markets BESTSELLER sells its products on 46 markets in Europe, the Middle East, Asia and Canada through more than 2,800 chain stores, of which over 300 are situated in Denmark, and 12,000 external multi-brand stores. In 2010/11 BESTSELLER opened 450 new stores. Suppliers and corporate sustainability BESTSELLER has no ownership interests in the production chain but cooperates with selected suppliers primarily in China, India, Bangladesh, Turkey and Italy. With BESTSELLERs Code of Conduct, BESTSELLER works to ensure a sustainable approach in the cooperation with the suppliers. Development work In 1995, the BESTSELLER FUND was established as an independent charitable organization. The fund does humanitarian work and supports various cultural initiatives in Denmark and abroad. With development projects in China, India and Africa, the BESTSELLER FUND works 3

to secure a sustainable and socially equitable economic development in poor areas while at the same time preserving local cultural heritage.

Ownership BESTSELLER is 100% owned by the Holch Povlsen family with Anders Holch Povlsen as CEO of the company. BESTSELLER Fashion Group China is an independent BESTSELLER company owned by the Holch Povlsen family and two Danish business partners in China. BESTSELLER Fashion Group China designs its own collections for the approx. 4,500 stores in China. 10 Basic Principles More than 30 years ago Troels Holch Povlsen, BESTSELLER's founder, phrased the 10 basic principles of the company. The principles were reliable guidelines back then, and today they still express the essence of the BESTSELLER spirit. We are honest We are hard-working We are loyal We are co-operative We are business minded We want to see results We want simple solutions We take nothing for granted We always keep our promises We want to be the best

Vision
Our vision: One World, One Philosophy, One Family is the symbol of the company culture in BESTSELLER. 4

One World Our world is built on fairness and opportunities. Cultural differences are an advantage, which will promote quality, extraordinary results and good values. Always trying to give more than we promise we try to meet remoteness with closeness.

One Philosophy We make BESTSELLERs 10 Basic Principles come alive. We are humble and together we work hard. We base our co-operation on trust, partnership and honesty. We treat all people as individuals but we think and act as a team. Therefore we succeed. One Family The backbone of BESTSELLER is our family feeling. We help each other and have unlimited faith in our relatives. We show our identity in the good examples we set for one another. We are proud of our family. It is both our link to the past and the foundation of our future.

COMPANY PROFILE

ORIGIN
A simple idea to create top quality clothing reflecting the latest fashion trends at affordable prices was the start signal for one of Europe's largest clothing brands for young women VERO MODA. The idea was the inspiration of Troels Holch Povlsen, who started the business behind the label in 1987, and VERO MODA was one of the first brands in the Bestseller family to be created. It quickly became clear that the brand was here to stay, and VERO MODA's healthy and successful start provided a solid foundation for the continuing expansion and success of the brand. Since its inception in 1989, VERO MODA has become synonymous with contemporary fashion and designs desired by young women throughout the world. 5

In 1998, VERO MODA had a staff of 15 and the brand was represented in three countries. In 2009, VERO MODA's products were available in 45 countries and a staff of 170 individuals worked at the company's headquarters in Brande, with an additional ever-increasing number of employees across the globe and 75 external sales representatives. VERO MODA boasts a powerful position in the Scandinavian market which, along with Germany, China, and the Netherlands, has most of the brand's outlets. VERO MODA is also strongly represented in southern and central Europe and the Middle East. More recent markets include France, the UK, and Canada. Each market is a valuable sales platform, enabling the company to ensure continuous and positive brand development. Dynamic growth and the conquering of new markets, combined with persistent and loyal work in established markets, continues to guarantee the overall growth and success of Vero Moda.

VISION
VERO MODA - Powered by fashion people This is VERO MODA's vision. These words represent a persistent effort to improve and develop the efficiency of the entire brand - every department, every function - at all times. Our goal is to create and maintain the best workplace possible for staff, partners and suppliers, and to ensure the customer value for money, fashion and innovation. The means through which to achieve this are positive leadership, cooperation, responsibility, dedication, training, commitment, motivation and trust at both strategic and operational levels.

HISTORY
THE STORY OF VERO MODA A simple idea to create top quality clothing reflecting the latest fashion trends at affordable prices was the start signal for one of Europe's largest clothing brands for young women VERO MODA. The idea was the inspiration of Troels Holch Povlsen, who started the business behind the label in 1987, and VERO MODA was one of the first brands in the Bestseller family to be created. 6

It quickly became clear that the brand was here to stay, and VERO MODA's healthy and successful start provided a solid foundation for the continuing expansion and success of the brand. Since its inception in 1989, VERO MODA has become synonymous with contemporary fashion and designs desired by young women throughout the world. In 1998, VERO MODA had a staff of 15 and the brand was represented in three countries. In 2009, VERO MODA's products were available in 45 countries and a staff of 170 individuals worked at the company's headquarters in Brande, with an additional ever-increasing number of employees across the globe and 75 external sales representatives. VERO MODA boasts a powerful position in the Scandinavian market which, along with Germany, China, and the Netherlands, has most of the brand's outlets. VERO MODA is also strongly represented in southern and central Europe and the Middle East. More recent markets include France, the UK, and Canada. Each market is a valuable sales platform, enabling the company to ensure continuous and positive brand development. Dynamic growth and the conquering of new markets, combined with persistent and loyal work in established markets, continues to guarantee the overall growth and success of Vero Moda.

ORGANISATIONAL STRUCTURE
VERO MODA

ACCOUNTS DEPT.

HUMAN RESOURCE

MARKETING HEAD

RETAILING

BUYING

ACCOUNTS DEPARTMENT: Takes care of the profit and loss, expenditure, sales and monetary transactions of the company. It is also responsible for the salary of the employees. HUMAN RESOURCE: Takes care of the man power of the company.

MARKETING HEAD: Takes care of the endorsement as well as sales of the company. RETAILING: Gives a platform to attract the customer.

BUYING: A buyer purchases the stock from the main store and sells it in his own outlet.

LIST OF KEY MANAGEMENT PERSONNEL

COUNTRY HEAD

BRAND HEAD

OPERATIONAL HEAD

BUYERS

REGIONAL MANAGERS

ALLOCATORS

STORE MANAGERS

CURRENT SALES

SALES CURRENT SALES OF FEBRUARY 2012 STORE TARGET FOR MARCH 2012 MONTH TILL DATE ACHIEVED

(IN RUPEES) 37 LACS 22, 71,000 4, 60,824

PRODUCT MIX

VERO MODA lives and breathes trends. Our contemporary international collections offer cant-live-without pieces alongside essential wardrobe staples. VERO MODA consists of five lines, each adding a different dimension to the brand, ensuring every customer is catered for. VERO MODA The VERO MODA mainline interprets catwalk trends at chain store prices. Fun and youthful pieces are mixed with elegant grown-up styles to reflect the VERO MODA womans mood.

VERO MODA JEANS The anchor of the collection, VERO MODA JEANS combines essential denim with menswearinspired separates for a touch of rock n roll.

VERO MODA VERY The VERO MODA VERY line is groomed, grown-up and above all, confident. VERO MODA VERYs raison dtre is quality, innovative cuts and always sophistication.

VERO MODA BASIC VERO MODA BASIC is your one-stop-shop for wardrobe essentials. Think ribbed tanks, tees and classic shirts in neutral hues, peppered with seasonal bright to compliment and complete any wardrobe.

VERO MODA INTIMATES These seductive lingerie collection offers affordable but indulgent pieces for every woman, every day. Playful or glamorous bras are available in an A to F cup.

TARGET GROUP/CLIENTELE
From the very beginning, VERO MODA made a name for itself on the fashion scene by using international top models in marketing campaigns. Over the years Helena Christensen, Claudia Schiffer, Christy Turlington, Kate Moss, and Gisele Bndchen have been 10

instrumental in creating VERO MODA's profile. As a result, VERO MODA has secured a confident position alongside other international brands. VERO MODA is the brand of choice for the fashion-conscious, independent young woman who wants to dress smart and pay less. With a range of four design lines - VERO MODA, VERO MODA JEANS, VERO MODA VERY, and VERO MODA BASIC - to cover the needs of each and every customer, VERO MODA offers quality, affordable, and inspiring clothing for the young woman who wants to look good and have fun with her look in a trustworthy fashion-oriented context. At VERO MODA, the customer finds the right clothes at the right price and consequently the opportunity to follow fashion on her own terms.

DISTRIBUTION
VERO MODA products can be found in more than 45 countries, 2000 VERO MODA stores, and 3300 wholesale stores across the globe - from leading multi-brand stores, department store shop-in-shops, and our own stores to the recently opened web shop at veromoda.com. Our large international sales team works from 70 showrooms across the globe ensuring the cohesive expansion of VERO MODA in both new and existing markets. Our success is based on the profitability of purchasing VERO MODA, which in turn cements our position as key supplier for each customer. VERO MODA stores are fundamental to the company's continuing success. They are both retail outlets and important marketing channels for the brand, representing the essence of VERO MODA and the totality of our efforts. Thus, as part of its strategy, VERO MODA always endeavours to open stores in A+ location - the most attractive and central positions available. The stores should lead the customer to feel she is always getting a bit more than expected. The expression of this philosophy lies in attentive service, affordable prices, fashionable clothes, and beautiful packaging. The store universe is warm and welcoming with luxurious touches of high quality materials such as natural stone, wood, and steel. Ongoing development of shop design and inventory ensures an efficient and enduring background for the presentation of the ever-changing collections.

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COMPETITORS
The nearest competitor of VERO MODA is ONLY and FOREVER 21. These brands also focus on selling merchandise for women.

ONLY

ONLY embraces the magic of the possibilities within everyday life. The philosophy is for ONLY is: ONLY live life to the fullest 12

 ONLY wear what you feel like ONLY feel it in your heart ONLY the best is good enough Current Sale (Feb 12) Market Position Product Mix 21LACS (IN RUPEES) 2nd H (cowboy), Love (feminine), True (casuals)

FOREVER 21

A phenomenon in the fashion world, Forever 21 provides shoppers with an unprecedented selection of today's fashions, always changing and always in style. Current Sale (Feb 12) Market Position Product Mix 50 LACS (IN RUPEES) 1ST Dresses, Tops, Sweater and Cardigans, Outerwear, Bottom, Lingerie, Jumpsuit and Rompers, Active wear, Swim

FUTURE PLANS
VERO MODA as a brand, itself makes global forecast for the brand. All the styles and colors are used and sold worldwide. It also focuses on opening more number of stores in each and every city, so that it becomes convenient for the customer who loves shopping from VERO MODA. The company is also organizing several workshops to make the employees aware about the latest trends and ways of styling the mannequins and display. 13

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