INTERNSHIP PROJECT

Presented by: Muskan Choudhary

GIVEN BY: MR. VISHAL SIR

 Acknowledgement
Best Strategy for Visual Merchandising
 The success and final outcome of this industry internship in Retail
project required a lot of guidance and assistance from
many people and I am blessed to get this along the
completion of my Project.
 All that I have done is only due to such guidance and
assistance therefore, I would like to thanks to LIFESTYLE
(Quest Mall) Kolkata for giving me an opportunity to do
internship under the company.
 I would like to thanks my mentor, “Mr. Gaurav Sir” for
encouraging, motivating and appreciating me and my
work throughout the internship period. Her guidelines
and feedback were very helpful.

3
VM’s Note:
This report details a 2 months internship at Lifestyle focused on visual
merchandising. It covers the brand's introduction, operations, collaborative
departments maintaining brand identity, visual merchandising processes,
completed projects, and personal learning outcomes. The report offers
insights into business operations and visual merchandiser responsibilities,
serving as a valuable resource for future reference.

Regards….
 CONTENT
• About Lifestyle
• Private brands
• Concept of Lifestyle
• Types of Fixtures
• Window Display
• What is Planogram and its types?
• Browser
• Floor Planning and Store Layout
 CONTENT
• Colour Theory
• Colour Story
• Colour Blocking
• Cluster Display
• Internal Display
• Promotion Display
• What is Pathway?
• Purpose of Props Design in VM
• External Brand
• Mannequin Design
• Pantone Colour
 About Lifestyle
• Lifestyle is a fashion retail store chain owned by Dubai-based
conglomerate Landmark Group.
• Lifestyle's inventory consists of Indian and western apparels,
footwear, handbags, beauty products, and fashion accessories for
men, women, and children.
• In India, Lifestyle International Ltd operates retail formats such as
Lifestyle Stores, Home Centre, Max Fashion, and Easybuy.
 About Lifestyle

Company type Private

Industry Retail, fashion, clothing
Founded 1999
Headquarters Bengaluru, Karnataka
Area served India
Products Fashion apparel
Brands Lifestyle, Max Fashion, Home Centre and Easybuy

Services Multi-brand retail, Department store

[1]
Revenue ₹11,672 crore (US$1.4 billion) (FY23)
[1]
Net income ₹700 crore (US$82 million) (FY23)

Parent Landmark Group

Website www.lifestylestores.com
 Private brands
• APM-Men’s Section
• Fame forever
• Fame forever( young casual)
• Bossini(casual)
• Code casual ( formal)
• Code (formal)
• Code (denimise)
• Fame forever (active wear)
• Forca(denim)
• Kappa(sports)
• Melange(traditional)
 Private brands
• APL-Women’s Section
• Melange (traditional ethnic)
• Melange essence (ethnic)
• Code (classic)
• Ginger( young casual)
• Colour me(Indowestern)
• Fame forever(young casual)
• Kappa( active wear)
• Nexus(casual wear plush size brand)
• Code (mature fashion age -20to 30)
• LaungeriesCode
 Private brands
• APC-Kid’s Section
• Fame forever ( boys and girls )
• Kappa Juniors
 Concept of Lifestyle

• A lifestyle store is designed to cater to a specific way of living or a

particular aesthetic.
• Unlike traditional retail stores that focus mainly on a single category
of products, lifestyle stores offer a curated mix of items that
complement one another and align with a common theme or vision.
For example, a lifestyle store might sell clothing, accessories, home
décor, beauty products, and sometimes even books or gadgets—all
tailored to a certain vibe, such as luxury, minimalist, eco-conscious, or
trendy urban.
• The idea is to provide customers with an immersive shopping
experience that reflects their personal tastes or aspirations.
 Types of Fixture
• In retail, store fixtures are essential structures used to display
merchandise. From minimalist hangers to large display cases, these
fixtures help organize products, promote specific brands or
promotions, and guide customers through a visually cohesive
shopping journey.
• Here are several types of fixtures commonly used in retail
stores, each
playing a unique role in product display and customer
experience:
1. Body forms
2. Racks
3. Hangers
4. Wall displays
 Types of Fixture
• Body Forms
• This type of retail store fixture works best for apparel stores.
Proportion and sizes are the limitations of body forms as a retail
store fixture. They may not reflect the physique of customers
perfectly. Moreover, they need to be placed in big stores.
 Types of Fixture
• Racks
• We can use racks to display the clothing inventory. Racks
showcase clothing in an organized and elegant manner. The
best part is- it saves space. Small and medium-sized stores
benefit from these kinds of fixtures.
 Types of Fixture
• Hangers
• A merchandiser can efficiently display multiple versions of the
same clothing one-behind-another. Shoppers can quickly scan
through the options available. You can buy hangers in bulk and
save some bucks.
 Types of Fixture
• Wall Display
• wall displays are attached to the walls of the store. Sometimes
they are free-standing displays that are leaned towards a wall. It
offers unlimited customization opportunities. One can display
shoes, clothing, accessories, purses, small electronic items, etc.
These displays are made up of wood, plastic, or metal.
 Types of Fixture
• Display Cases
• Display cases are generally used to showcase high-priced
products like jewelry, electronics, video games, etc. These are
ideal storage cases that display products clearly, but the
problem is they are bulky and cannot be set up anywhere in the
store. You can have them in specific areas like the center or
back of the store near the cashier.
 Window Display
• Lifestyle window display is a visual presentation of products or themes
showcased in a store's front window, designed to attract the attention of
passersby and entice them to enter the store. It typically involves a grouping of
merchandise in the storefront area and serves as the customer's initial point of
contact with the store. Additionally, it is considered an art form that
communicates the store's identity and engages customers through visual
merchandising.
 Window Display
• In store Window Display:-

• Story:
• relaxed, functional, and undeniably cool

• Story Telling:
• These kind of look that says he’s always up for an adventure, whether it’s a skate through the park
or a late-night drive with your loved ones.
 What is Planogram and its types?
• A planogram is basically a visual diagram or a drawing that shows how
and where products should be placed on shelves in a store. It’s used
mainly in retail to organize merchandise in a way that makes it more
attractive to customers.
• Types of Planograms:
1. Shelf-Based Planogram: Shows how products are arranged on
shelves at different heights. Focuses on the eye-level positioning for
better visibility.
 What is Planogram and its types?
2. Floor Planogram Covers the layout of fixtures, racks, and displays
across the entire store. Helps guide customer traffic flow.
 Browser
• In visual merchandising, browsers refer to types of customers based
on how they behave in a store.
• Types of Browsers in Visual Merchandising:
1. The Purposeful Browser: Has a goal in mind but is still open to
exploring. Will respond well to clear signage, attractive displays, or
promotions.
2. The Mission Shopper: Comes into the store with a specific product in
mind. Wants quick, easy-to-find layouts. (Planograms help here!)
Browser
 Floor Planning and Store Layout
• Floor Planning:
• Floor Planning is about how you organize the entire physical space. It
focuses on the overall allocation of space — like how much area is
given to selling, storage, customer service, offices, etc. It's the big-
picture view.
• Floor Planning decides how much space is for groceries, checkout
counters, staff rooms, etc.
 Colour Theory
• In visual merchandising, colour theory is used to attract customers, guide their
emotions, and influence buying decisions through smart use of color
combinations in displays, store interiors, signage, and product arrangements.
• Here’s how it’s applied:---
1. Attracting Attention: Bright, bold colors like red, yellow, or orange are used in
window displays to catch people’s eyes from a distance. High contrast (like black
and white) grabs quick attention too.
2. Creating Mood or Atmosphere: Warm colors (reds, oranges) create excitement
and urgency — good for sales or limited-time offers. Cool colors (blues, greens)
create a calm, relaxed feeling — good for luxury stores, spas, or high-end fashion.
3. Guiding Customer Flow: Color can subtly "lead" customers around the store. For
example, lighter colors at the entrance and deeper colors at the back pull people
inward.
4. Highlighting Products: Using a neutral background (like white, beige) with a pop
of color on the product makes the product stand out. Complementary color
schemes (like blue and orange) are used to make certain products look more
vibrant.
 Colour Theory
5. Telling a Story or Theme: Seasonal themes often use traditional color
schemes (e.g., red and green for Christmas, pastels for spring).Fashion
retailers use color-blocking (large areas of solid colors) to show new
collections or trends.
 Colour Story
• Colour Story means using a planned set of colors across a display to
create a theme, mood, or narrative that connects visually and
emotionally with customers. It's about making everything feel
cohesive and intentional — like telling a story through colors instead
of words.
• In visual merchandising, a colour story helps: Set a mood (happy, cozy,
adventurous, luxurious)Tie different products together (even if they
are from different brands)Highlight a season, trend, or special event.
Make displays look organized, clean, and attractive.
Colour Story
 Colour Blocking
• Colour blocking in visual merchandising refers to the strategic use of
bold, contrasting blocks of color to attract attention and create an
impactful, visually appealing display.
• This technique is used to organize products or items by grouping
them in distinct, often complementary colors.
• It’s a way to guide the customer's eye through the display and help
emphasize key products or areas of a store.
• In visual merchandising, colour blocking can:
1. Highlight Featured Products: By using bright or contrasting colors,
stores can draw attention to specific items or collections.
 Colour Blocking
2. Create a Cohesive Look: Colour blocking helps to create a clean and
organized presentation, making the space feel harmonious and easy to
navigate.
3. Encourage Purchases: It can be used to lead customers through the
store, nudging them toward specific areas or product groupings that
may catch their interest.
4. Evoke Emotions: Different colors can evoke specific feelings or
moods. For example, warm tones (reds, oranges, yellows) can create
energy, while cooler tones (blues, greens) can evoke calmness or
luxury.
Colour Blocking
 Cluster Display
• A cluster display in visual merchandising refers to a product arrangement
where items are grouped together in a small, visually appealing collection
or cluster, rather than being spaced out or placed individually. This display
style creates a sense of abundance and encourages customers to interact
with multiple products at once, increasing the likelihood of purchase.
• Cluster displays are used effectively in visual merchandising:
1. Group Similar Products: Cluster displays often group similar items, such as
accessories, shoes, or clothes from the same collection. This makes it easier
for customers to view related products and consider purchasing
complementary items.
2. Focus on Themed Groupings: Products can be clustered by theme, color,
or purpose, such as showcasing a collection of items for a particular season
or event (e.g., summer essentials, holiday gifts, or work attire).
 Cluster Display
• In Story, Cluster Display:

• Story: comfort wrapped in elegance

• Story Telling:
• This cluster display belongs to the
woman who finds strength in
softness, who walks through her
day with warmth and
quiet confidence.
 Cluster Display
• In Story, Cluster Display:

• Story: grounded in earthy tones,

expressive prints, and
effortless silhouettes

• Story Telling:
• every outfit is ready to match the
rhythm of real life. From grounded
neutrals to artistic prints, this story
belongs to the everyday trailblazer
 Cluster Display
• In Story, Melange Cluster Display:

• Story: elegant, rooted, and

beautifully poised between
tradition and modern grace.

• Story Telling:
• the fragrance of marigolds
mingles with laughter, and every
outfit is a reflection of heritage,
humility, and quiet luxury.
 Cluster Display
• In Story, Melange Display:

• Story: tradition flirts with freshness,

and every garment sings a verse of
artisanal charm.

• Story Telling:
• where earthy prints meet
contemporary flair, and every
ensemble feels like home,
reimagined for the modern muse.
 Cluster Display
• In Story, Code classic Display:

• Story: tells story of elegance,

sophistication, and professionalism

• Story Telling:
• The display tells a story of a woman
who's on the rise, who's taking charge
of her career and her life. She's a
leader, a trailblazer, and a game-
changer. The clothes on display are not
just garments; they're tools that will
help her achieve her goals, to make a
lasting impression, and
to leave a mark.
 Cluster Display
• In Story, Code Internal Display:

• Story: The Weekend Drift

• Story Telling:
• In the center of a sleek, modern store,
under the soft lights of an inviting
display, two mannequins stand like
best friends caught mid-conversation.
They are part of the Unwind
Collection, and their very presence
tells the tale of a weekend that’s about
freedom, sunshine, and style without
stress.
 Cluster Display
• In Story, Cluster Display:

• Story: Boardroom Brunch

• Story Telling:
• Aarohi, in the center, stands poised in a rich
cinnamon-brown shirt dress—sleek, belted,
and commanding. Her look says she’s just
stepped out of a morning strategy meeting
where ideas flowed as smoothly as coffee. The
structured collar and gold-accented belt hint
at authority, but her open-toe heels soften the
edge—because her next stop isn’t another
call, it’s brunch at that rooftop café with
panoramic views and wildflower tea.
 Cluster Display
• In Story, Code new docket cluster
display:

• Story: Blue Blooms & Morning Whispers

• Story Telling:
• In a quiet morning haze, long before the
bustle begins, two friends stand at the
edge of a garden café, wrapped in the
hush of blooming petals and soft
laughter. Their attire? A gentle tribute to
spring, caught in hues of porcelain blue
and creamy white.
 Cluster Display
• In Story, Fame Forever display:

• Story: The Bloom of Style

• Story Telling:
• The display, though silent, was alive in the
imagination of onlookers. Rina, a young
woman passing by, caught herself gazing at the
scene. The mannequin in the floral dress
seemed to tell her, “Wear this, and step into a
daydream. You’ll find yourself at an outdoor
tea party, surrounded by laughter and golden
sunlight.” Meanwhile, the mannequin in white
pants whispered, “Or choose me, and be ready
for city strolls, coffee shop musings, or even a
spontaneous adventure with your friends.”
 Cluster Display
• In Story, Kids cluster display:

• Story: The Summer Lounge

• Story Telling:
• In a quiet, sun-dappled corner of the
city, four lifelong friends reunited after
years of chasing dreams in different
corners of the world. They chose their
favorite café, one nestled among
plants and memories, to relive the
golden days of their youth. Dressed in
shades of sky and denim, they brought
their unique energies to the gathering.
 Internal Display
• In Story, Interior design display:

• Story: a tale of contrast and

confidence

• Story Telling:
• It's whispers of innocence and grace
— a nod to timeless elegance. She
embodies a gentle soul who finds
beauty in the classics and
charm in simplicity.
 Internal Display
• In Story, Summer display:

• Story: Summer Vibes

• Story Telling:
• Together, these mannequins tell the
story of a perfect summer day: brunch
in the city, a stroll through blooming
parks, and golden hour chats that
stretch into warm evenings. The
display captures not just fashion, but a
feeling—fresh, free, and full of light.
 Internal Display
• In Story, Internal display:

• Story: The tale of Style Haven

• Story Telling:
• Mira imagined herself in each outfit.
The jumpsuit transformed her into a
traveler exploring uncharted lands,
confident and carefree. The floral dress
made her envision a moment of peace,
sipping tea beneath the shade of an
ancient tree, where time stood still.
 Internal Display
• In Story, Interior design display:

• Story: The Ensemble Chronicles

• Story Telling:
• One night, the mannequin in the
denim skirt said, “I dream of
wandering through quaint little towns,
discovering hidden bookstores and
vintage cafes.” The mannequin in the
sleeveless blue dress replied, “And I’d
love to feel the rhythm of jazz filling
the air, as people dance under
moonlight.”
 Promotion Display
• Internal window display
promotion celio:
 Promotion Display
• Window display:
 Promotion Display
• Park avenue Promotions:
 Promotion Display
• Park avenue Promotions:
 Promotion Display
• Kraus Promotion Internal
Display: