Testing visual merchandising layouts in stores

What is shaping fashion

Fashion and apparel brands need to read trends early, get fit and size right and turn browsing into buying across stores and e-commerce.

• Trends travel quickly through social media
• Fit and size issues drive returns
• Online shoppers need confidence before buying

A fashion retail chain, working in Delhi NCR, Mumbai & Bengaluru. Client identity is withheld to protect confidentiality.

Organisation

A fashion retail chain

Sector

Fashion

Team engaged

Market Research

Services

Offline data collection, Quantitative research, Data analytics & dashboards

The chain had invested in a new store layout with themed outfit displays and wider aisles, but managers disagreed about whether it actually helped sales. Leadership needed evidence before rolling the design out to more than a hundred stores.

• Deliver on the brief: testing visual merchandising layouts in stores.
• Understand the views, needs and behaviour of control stores.
• Measure how widespread each pattern is, and explain the reasons behind it.
• Give the client evidence it can act on within 10 weeks.

The work focused on 12 control stores.

• control stores12

Audiences we typically reach in fashion

Fashion shoppersOnline buyersStore staffStylists and influencersWholesale buyers

Coverage: Delhi NCR, Mumbai & Bengaluru. Market: India.

• India

A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.

1. 1Brief
2. 2Store observation
3. 3Shopper exit interviews
4. 4Sales comparison
5. 5Insight

We compared twelve stores with the new layout against twelve similar stores without it. Researchers observed shopper movement and time spent in each zone, conducted short exit interviews about ease of finding items and outfit inspiration, and compared sales and conversion data over the same weeks.

Offline data collectionQuantitative researchData analytics & dashboards

control stores

12

• Respondents were selected across Delhi NCR, Mumbai & Bengaluru using quotas set in advance for each location and respondent type, so no single area or group dominated.
• Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.

test

12

• Trained local-language interviewers conducted interviews in person, supervised in the field.
• Interviews and discussions were led by experienced moderators using a guide agreed with the client.
• Auditors and mystery shoppers followed a standard checklist, recording evidence at each visit.

• Back-checks on a share of completed interviews
• Time and location checks on field interviews
• Supervisor accompaniment in the field
• Recordings and transcripts for every session
• Re-screening of qualitative recruits
• Photo or document evidence for audit points
• Second-reviewer checks on scores
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Thematic coding of interviews and discussions
• Journey and decision mapping
• Interactive dashboard for ongoing tracking

• Comparing test and control stores produced evidence everyone could accept.

• Build on the core insight: comparing test and control stores produced evidence everyone could accept.
• Re-measure after the changes to confirm the effect.

• The new layout increased time spent in womenswear and the number of items per purchase, while menswear showed little change.
• The chain rolled out the women’s layout across stores and redesigned the men’s section before wider rollout.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables
• Interactive dashboard

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: how is the brand perceived?