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

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

3. INDEX The Brand Window designing Customer board Promotional window
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
Window designing
Promotional window
Mind mapping
Design concept: streamlined ideas
Design process
Design proposal
Design drawing
Estimate

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

7. THE STORE LOCATION GOOGLE MAP: IMAGE
The store at Infiniti Mall, Malad is 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
GOOGLE MAP: IMAGE

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.
OB GREY & WHITE BRANDING PANEL ACTS AS TIEING BAND ELEMENT AS 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 MIND MAPPING
It’s a Soft Aisle layout where Wall displays are important and Floor fixtures are arranged in a group
MIND MAPPING

10. OB The 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 STORE CIRCULATION
EXPERIENTIAL

12. STORE LAYOUT MERCHANDISE PLACEMENT & DISPLAY
Grey colour as a back ground is too dark, so what it is a brand colour.
OB all 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 being used 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.
SG They 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.
SU Current 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 PLANNING EXECUTION EVENT April May June July
PLANNING
EXECUTION
EVENT
April
May
June Su Mo Tu We Th Fr Sa 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
July
August
September
AUTMUN COLLECTION'2014
END OF SEASON SALE
October
November
December
DIWALI CELEBRATION
14th NOV' : CHILDREN'S DAY CELEBRATION; WINTER COLLECTION
24th DEC : CHRITSMAS
January
February
March
SPRING-SUMMER COLLECTION'2014

19. WINDOW DESIGINING OB The windows have been simple and minimalistic.
OB Shows lack of proper lighting and looks dark.
OB Minimum 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 all-over pattern! casual, practical creativity FUTURISTIC
Full Color is for The spring ! A simple yet original style, the ideal
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!
ADVENTUROUS
EXPERIENTIAL

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

23. ESTIMATE FOR WINDOW No. ITEMS QUANTITY RATE TOTAL 1
Vinyle printing(Flex)
80sqft
150
12000 2
2mm thick colored Acrylic sheet double ply(YELLOW) 15
250
3750 3
2mm thick colored Acrylic sheet double ply(ORANGE & DARK ORANGE) 18
4500 4
2mm thick colored Acrylic sheet double ply(BRIGHT GREEN, DARK GREEN)) 5
Embosing the panels with approriate packing & Istallation charges 60
200 6
Sticker/printed school bag as a prop
lumsum
1000
Sub Total
37000

24. The Prototype :

25. Thank You