Fo­ley De­signs

VM&RD - - CONTENTS - Michael Fo­ley Mang­ing Direc­tor Fo­ley De­signs

TLV, a sis­ter con­cern of Fo­ley De­signs, now keenly look­ing at fo­cus­ing their of­fer­ings in Vis­ual Mer­chan­dis­ing ser­vices, specif­i­cally for the In­dian re­tail mar­ket. VM&RD catches up with Michael Fo­ley, Manag­ing Direc­tor to find out more on TLV’s plans and strat­egy in­volved in of­fer­ing this ser­vice to the In­dian re­tailer.

With a vi­sion to ‘build smart so­lu­tions’ for ev­ery­day ex­pe­ri­ences, TLV has been cre­at­ing life­style prod­ucts un­der brand ‘ELA’ and of­fer­ing ser­vices such as en­vi­ron­ment /spa­ces de­sign, vis­ual mer­chan­dis­ing, in­stal­la­tions, pack­ag­ing, gift­ing, pro­ject im­ple­men­ta­tion and man­age­ment.

Fo­cus­ing their of­fer­ing on Vis­ual Mer­chan­dis­ing ser­vices, TLV is tar­get­ing at of­fer­ing de­sign ser­vices for fa­cades, win­dows and brand touch points in large re­tail en­vi­ron­ments like malls and big box re­tail for­mats.

“We want to look at how we can en­hance a brand or prod­uct through var­i­ous short lived tran­sient ex­pe­ri­ences that are geared around VM. Malls are an area we want to tar­get, since most brands al­ready have their in-house VM teams,” Michael ex­plains.

While one side the In­dian re­tail sec­tor still con­sid­ers vis­ual mer­chan­dis­ing as the last mile for a brand ex­pe­ri­ence, on the other slim bud­gets are al­lo­cated to vis­ual mer­chan­dis­ing to de­liver busi­ness ob­jec­tives. Michael elab­o­rates, “I think it’s a ques­tion of how to prove this works for the brand, in turn en­hanc­ing the re­turns. So we are think­ing of work­ing on lower costs, where we don’t com­pro­mise the en­tire bud­get but have fewer but vis­i­ble and en­gag­ing el­e­ments. Costs would au­to­mat­i­cally go up if you re­quire some­thing sub­stan­tial.”

Michael be­lieves that the main is­sue why VM is of­ten not taken as a se­ri­ous tool that can de­liver busi­ness ob­jec­tives is the lack of quan­ti­ta­tive mea­sur­ing tech­niques that can estab­lish its suc­cess. “We at TLV would like to de­velop tools to prove re­tail­ers from a busi­ness per­spec­tive that it works for them. We don’t want peo­ple to take VM lightly,” Michael adds.

With a cou­ple of very vis­i­ble brands, like Fas­track and Orion Mall in Ban­ga­lore, on their draw­ing board they are look­ing to demon­strate the power impact of the use of vis­ual mer­chan­dis­ing. “Vis­ual mer­chan­dis­ing was al­ways like a fringe ben­e­fit with Fo­ley De­signs. But now we have started out projects where we are look­ing at mak­ing VM more vis­i­ble. We will be able to prove that with an up­com­ing pro­ject in a month,” says Michael.

With 6 peo­ple on the board of TLV and 35 on Fo­ley De­signs, the col­lab­o­ra­tion with com­ple­ment­ing skills help take on in­te­grated brand de­sign projects.

“We are at a very early stage now, but we would like VM to be a ver­ti­cal it­self for TLV in the fu­ture. I would like to build VM as a ser­vice which can be ap­plied any­where. I also be­lieve that we have enough prac­tice, ex­per­tise and un­der­stand­ing since we come from a welloiled or­ga­ni­za­tion to run an ef­fec­tive vis­ual mer­chan­dis­ing pro­ject. Ver­sa­til­ity is our strength, which is ex­tremely crit­i­cal in the VM field,” Michael com­ments.

Founded in 2010, TLV’s core team in­cludes Michael Fo­ley, In­dia’s lead­ing prod­uct de­signer; Zu­bin Mathew, spe­cial­ist in bank­ing and fi­nan­cial ser­vices and Tabita Mathew, who has an ex­pe­ri­ence of over 15 years in han­dling process and pro­ject man­age­ment in the avi­a­tion in­dus­try.

While many firms in the coun­try of­fer Vis­ual Mer­chan­dis­ing so­lu­tions for the re­tail sec­tor, TLV plans to stand out in the way they can in­ter­pret a pro­ject and ex­e­cute the same in an ef­fec­tive man­ner. “It’s very im­por­tant on

how sen­si­tive we are to a brand’s re­quire­ment and not just thrust­ing our idea on them. We need to con­sider the lever­ages or con­straints, and then build a con­cept around this to create some­thing out of the world. Here un­der­stand­ing mul­ti­ple ar­eas and how we can adapt them to VM are crit­i­cal,” Michael ex­plains.

With the in­te­grated ap­proach of TLV and Fo­ley De­sign, the com­bined of­fer­ing of a ‘one stop shop’ of­fer­ing de­sign con­sul­tancy and con­ver­sion of the same, is a more com­plete of­fer­ing that could ef­fec­tively in­te­grate a brand de­sign needs across chan­nels and medi­ums

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