CONTENTS
Acknowledgement
(i) Introduction
- Aim & Objectives
- Research questions
- Study framework
- Scope and Limitation
Chapter I: Retailing and Branding
1.1 Retailing 5.
1.1.1 Retail in India
1.1.2 Retail formats
1.2 Brands and Branding 8.
1.2.1 Elements of a Brand
1.2.2 Brand Identity
1.2.3 Brand Positioning & Communication
1.2.4 Customer Targeting
1.3 Types of Brand 13.
1.3.1 Based on Products
1.3.2 Based on Brand Positioning, Pricing,
Targeting and Accessibility
Chapter II: ‘Space’ in Retail stores
2.1 What is Space? 19.
2.1.1 Designing Spaces
2.2 Retail Spaces 20.
2.3 Retail Atmospherics 21.
Chapter III: Window Display: A Key Interface in Retail Space
3.1 History, Evolution and Current trends of Window Display 25.
3.2 Types of Window Display 27.
3.2.1 According to location
3.2.2 According to its size and style
3.2.3 According to presentation techniques
3.2.4 Window displays for brand advertising
3.2.5 According to product display
3.3 Designing Effective Window Display 31.
3.3.1 Basic Elements
3.3.2 Characteristics of Window Display
3.3.3 Principles of Composition
Chapter IV: In-store: Layout and Display systems
4.1 Store Layouts 41.
4.1.1 Types of Layout
4.1.2 Focal points, Walkways and Positioning
4.2 Display systems 44.
4.2.1 Floor fixtures
4.2.2 Wall fixtures
Chapter V: Case Studies
I. Max 50.
II. Colorplus 66.
III. Diesel 84.
IV. Burberry 104.
Analysis
I. Comparative Analysis 121.
II. Customer Survey 127.
Conclusion
Bibliography