Visual Merchandising, FC IV

Bottega VenetaThe Understated Luxury Brand

Introduction

✤ Bottega Veneta is a luxury brand that was established in 1966 by Michele Taddei and Renzo Zengiaro.

✤ Their aim was to create artisinal leather goods.

Introduction

✤ They use the intrecciato weaving technique for leather to make their products.

✤ The products were made by artisans in Italy and till date the brand does not outsource its manufacturing.

Timeline

✤ Since 1966 the brand had a subtle line of products that were of high quality and hand crafted

✤ In the 1990’s the brand began to blindly follow fashion trends and this decision took them to the path of bankruptcy.

✤ After 2001 and it take over by the Gucci Group (PPR) the old ideals have been brought back to a very large extent.

Since 1966 : Philosophy

✤ Since the conception of the brand, its philosophy had been to provide quality products.

✤ They wanted the best of techniques to be used in manufacturing and all their products are handcrafted by artisans.

✤ They were against the trend of printing their logo all over the product and followed the slogan - When your own initials are enough

Since 1966 : Image

✤ They positioned themselves as an exclusive luxury brand and their image was similar to it to a very large extent.

✤ A lot of Studio 54 crowd started wearing Bottega Veneta popularizing it amongst the youth of New York.

✤ Andy Warhol patronized this brand which gave it a lot of success during that time.

In the 1990’s : Philosophy

✤ The brand made the decision to start following fashion trends during this period.

✤ This move lead to their own demise as the image of the brand for the people completely changed.

✤ In trying to follow the trends, they too made the decision to splash their logos everywhere possible in the products that they made.

In the 1990’s : Image

✤ Due to this sudden change in the philosophy the people got disinterested in the brand as it no longer had any uniqueness.

✤ As the people’s interest reduced the sales followed and led to a stage of bankruptcy.

After 2001 : Philosophy

✤ The company got acquired by the Gucci Group in February 2001 making Tomas Maier the creative director.

✤ He has made an effort to bring back the old philosophy as well as the focus on the weave and its quality.

✤ A recent press release said - The pattern is at the heart of the product but by no means defines or limits what we do.

✤ They have also made technology an important part of the brand.

After 2001 : Image

✤ The image has returned back to what it was in 1966.

✤ Its Knot Bag has reached the iconic status similar to the Fendi Baguette.

✤ It is known for its quality material and craftsmanship.

Customer Profile: Demographic

Age 30+

Gender Mostly Females

Disposable Income 5,00,000 +

Occupation Mostly Business Class

Religion Irrespective

Size of Family Small

Stage of Lifecycle Married

Education Level College

Customer Profile: Psychographic

✤ The people coming here do not have a specific activity in mind. (eg. ESPIRT for sports)

✤ There interests can be ranging.

✤ There opinions would be of utmost sophistication and practicality.

✤ Not the type of people who would wear a brand to show off.

Area Profile

✤ The store is at the ground floor of UB City Mall at Vittal Mallya Road.

✤ The Mall itself is home to several offices and a hotel of Prestige Group.

✤ Vittal Mallya road and its adjacent area is know for its high fashion stores and has a polished, well educated and high income crowd.

✤ The store is strategically placed in an area where it is easily accessible to its target customer.

Bottega Veneta Visual Merchandise (UB City)

Bottega Veneta Visual Merchandise (UB City)

Bottega Veneta Visual Merchandise (UB City)

Bottega Veneta Visual Merchandise (UB City)

Bottega Veneta Visual Merchandise (UB City)

Bottega Veneta Visual Merchandise (UB City)

Bottega Veneta Visual Merchandise (UB City)

Bottega Veneta Visual Merchandise (UB City)

Store: Visual Merchandising (Visual)

✤ The end of season sale was on and signage regarding the amount of discount was shelf-wise put up. The discount amount was aesthetically not appealing as it was just a black and white print out on white bond paper and was simply laminated and kept on the respective shelves.

✤ The Catalogue which contained the details of the merchandise, latest collection and styling was kept for customers to browse through.

✤ The visual aesthetics of the store was also enhanced with 2 full length mirrors put diagonally opposite to each other on opposite walls of the store, right next to the merchandise.

Store: Visual Merchandising (Olfactory)

✤ Unfortunately, the store had the typical leather odor which was not very pleasant. The store could have been scented with an elegant perfume going with the whole feel of the store.

Store: Visual Merchandising (Auditory)

✤ There was no music being played in the store. It was very peaceful and quiet.

Store: Visual Merchandising (Tactile)

✤ The handles of the drawers and the door were sheared in leather to go with the feel of the merchandise.

✤ Mohair furniture upholstery and custom dyed, New Zealand wool carpets enhanced the interiors of the store.

✤ "Sensuous palette of matte neutrals and earth tones underscores the sophistication and elegance of the store."

Store: Visual Merchandising (Merchandise)

✤ A large part of the store’s merchandise comprised of their handbags and clutches.

✤ These bags were arranged in a grid and were color coded.

✤ They also stocked a small amount of men’s accessories but ready to wear garments for either men or women were not seen.

✤ Small but sufficient quantities of accessories could also be seen.

Store: Visual Merchandising (Window)

✤ The store had a front window display. It had about half a dozen moving panels made of wood which were tilted at an angle so that the window display can be separated from the store.

✤ The front window display had only a white box with the merchandise on it; looking simple yet elegant.

✤ The shelves for the merchandise was put up against the back window and every shelf had light above it which looked like store space from inside the store but looked like a grid of bags put against the window from outside the mall.

Store: Visual Merchandising (Fixtures)

✤ Aerodynamically shaped, vertical window louvers of palm wood and steel displayed the merchandise.

✤ Glass cabinet for the clutches and the heels was on one side of the store and a wooden rack for men's wear and related accessories was on the side wall.

✤ A wooden revolving stand for the belts which had hooks on all 4 sides on which the belts hung with a special leather loop attached to the belt itself.

Store: Visual Merchandising (Fixtures)

✤ The wallets were kept open in a v-shape inside a sued rectangular stand which had two vertical panels on either side.

✤ The walnut tables with a glass slab to look through was kept to display more clutches and laptop bags. Finely crafted display counters with slide-out billiard-cloth presentation pads were placed beneath it.

✤ The island display consisted of 4 wooden boxes cuboidal in shape of different sizes kept vertically in the centre of the store. A business bag and a clutch were kept on one box, a stand for goggles was on the other, a women's bag on one and the 3rd had 2 wine glasses kept as a prop.

Store: Visual Merchandising(Point Of Sale)

✤ Key chains, mobile phone dangles and other such small buys were kept at the point of sale counter.

✤ Magazines covering the brand and its latest collection were also kept at the counter.

✤ A computer was kept at the lower level of the counter to manage inventory and sales.

Store: Visual Merchandising (Light)

✤ The whole store was perfectly lit with white incandescent lights on each shelf.

✤ The ceiling had yellow spot-lights and ambient lights.

Thank YouPrachi GuptaPrateek SaxenaFC IV