NATIONAL INSTITUTE OF FASHION TECHNOLOGY

HYDERABAD

FASHION INDUSTRY INTERNSHIP & TRAINING (FIIT)

Lifestyle International Private LimitedHyderabad

OPERATION AND MERCHANDISING IN

FASHION APPARELS

Submitted by

Abhishek Sambhav(Batch of 2006 – 08)

The Department of Masters of Fashion Technology (M.F.Tech)

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ACKNOWLEDGMENT

This project has been exclusively undertaken keeping in view of the general understanding of

fashion management studies. I would like to thank Prof. Mr. G.H.S.Prasad, Course Coordinator,

mine other faculty members, Department of fashion management studies (FMS); NIFT, for

giving me such an opportunity to work on. I would like to thank faculty members who guided me

in the process.

This project has been exclusively undertaken keeping in view of the general understanding of

store policies .I would like to thank Mr. Sandeep Narayan, Business Manager, Lifestyle,

Hyderabad and Mr. Mohan Kumar, HR Head for allowing me to intern at Lifestyle, Hyderabad

I express my sincere gratitude to my guide Mr. Madhav Rao, concept manager “Splash” who

guided me at every instance and supported me throughout the report and its compilation.

I would also like to express my gratitude to all members of the Lifestyle who extended

their full cooperation in course of my report and studies. Without the help of these people my

report would not have been effective and completed. I am also thankful to those retail outlets of

Hyderabad where I carried out my studies in relation to mine Fashion Industry Internship &

Training (FIIT).

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CONTENT

1 EXECUTIVE SUMMARY 003

2 INTRODUCTION TO RETAILS004

3 INTRODUCTION TO LANDMARK008

4

LANDMARK GROUP – LIFE STYLE

009

5LIFESTYLE HYDERABAD

011

5.1Concepts at Lifestyle:

012

5.2The concept “splash”

014

6 PRODUCT KNOWLEDGE

6.1 Ladies department

017

6.2Men’s department

048

7 MARKETING073

7.1 Loyalty programme 074

7.2 Loyalty programme at other stores 075

8 ORGANISATIONAL STRUCTURE076

9 WAREHOUSE077

10 SWOT ANALYSIS086

10.1 Location analysis 087

10.2 Women’s wears swot 090

10.3 Menswear swot 094

10.4 Marketing swot 098

10.5 Visual merchandising swot 099

10.6 CRM swot 099

11 OBSERVATION AND SUGGESTION 100

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12 LEARNING102

12.1 Visual merchandising 102

12.2 Buying 103

12.3 Replenishment 104

12.4 Types of stock 104

12.5 Discount 104

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EXECUTIVE SUMMARY

Lifestyle stores are a part of the Landmark Group, Dubai. The group began with a single

children’s store in Bahrain. Since then it has expanded exponentially throughout the Gulf, Sub

continent, Middle East and is still growing. The store was established in Hyderabad in the year

2000. The shop-within-a-shop concept is what Lifestyle is aiming at. Hence Lifestyle has divided

its outlet between five lifestyle concepts – Baby shop, Shoe mart, Splash, Home center and

Lifestyle. It has positioned itself as a trendy, youthful and a vibrant brand. And it targets the

upper and above upper class segment.

This report gives a closer look at the concepts, products, buying, replenishment, functioning,

strategies and maintenance of the store. It also provides an insight of the functioning and

operation of fashion merchandising especially about “Splash” concept and also of the warehouse.

The observations made during the market surveys and the suggestions made on visual

merchandising of the store have also been recorded.

This report helps in better understanding of the art and science of retailing as implemented at

Lifestyle, Hyderabad.

AN INTRODUCTION TO RETAILS

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The Indian Retail Sector is at an inflexion point, with changing demographics driving growth of

organized retailing and driving growth in consumption. With changing demographic and

economic profile of the Indian population, India is expected to experience an accelerated

consumption over the next few years. Further, the increase in consumer spending would be

driven by nuclearisation of families, increasing population of working women and new job

opportunities in emerging service sectors such as IT Enabled Services. With declining interest

rates an average Indian is not averse to taking loans. Not only are the demographic factors

becoming more favorable but also the growing media penetration is leading to a convergence of

aspirations of various classes of consumers.

In sharp contrast to the global retail sector, retailing in India – though large in terms of size – is

highly fragmented and unorganized. With close to 12 million retail outlets India has the largest

retail density in the world. (Source: CII Mc Kinsey Report titled ‘Retailing in India, the

Emerging Revolution’) However, most of these retail outlets belong to the unorganized sector.

The inability of the unorganized sector to offer a wide range of products along with artificially

inflated costs due to various factors have presented opportunities for growth in the organized

retail sector . Migration from unorganized to organized retail has been visible with economic

development in most economies.

Organized retail derives its advantages in generating operational efficiencies while

simultaneously catering to rising consumer aspirations. Size drives economies on procurement,

and lowers logistics and marketing costs while delivering better value to customers in terms of

lower price, better quality, greater selection, improved service and in-store ambience.

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Weekly MarketsVillage FairsMelas

Convenience StoresMom and Pop/Kiranas

PDS OutletsKhadi StoresCooperatives

Exclusive Brand OutletsHyper/Super MarketsDepartment StoresShopping Malls

Traditional/Pervasive Reach

Government Supported

Historic/Rural Reach

Modern Formats/ International

Evolution of Indian retail

Source of Entertainment

Neighborhood Stores/Convenience

Availability/ Low Costs /

Distribution

Shopping Experience/Efficiency

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INTRODUCTION

In sociology, a LIFESTYLE is the way a person (or a group) lives. This includes patterns of

social relations, consumption, entertainment, and dress. A lifestyle typically also reflects an

individual's attitudes, values or worldview.

Having a specific "lifestyle" implies a conscious or unconscious choice between one set of

behaviours and some other sets of behaviours.

In business, lifestyles provide a means of targeting consumers as advertisers and marketers

endeavor to match consumer aspirations with products. The word "lifestyle" apparently first

appeared in 1939.

ABOUT THE COMPANY

Since it’s foundation in 1973, The Landmark Group turn over has rapidly grown into a retailing

giant in the Middle East and India. Focusing on providing customers with good service and value

for money, the group now has over 400 outlets across eight countries.

Head quartered in Dubai at the Oasis mall.Life style is a part of the Landmark Group, Dubai. The

group began 34 years ago, with single children’s store in Bahrain. Since then it has expanded

exponentially and today it has 400 outlets throughout the Gulf, Sub continent, Middle East and is

still growing.

Lifestyle began its operations in India in the year 1998. Currently it has 12 stores throughout the

country. The first store was established in Chennai in the year 1999. The next stores were

Hyderabad (2000), Bangalore (2001), Delhi, Gurgaon (2002), Ahemedabad, Mulund and

pheonix malls, Lower Parel (2003), Malad (2004).Recently a new store has been brought in

Jaipur after Pune.

Since its conception landmark group has seen consistent and steady growth. However, in the

past decades it has shown substantial growth in sales. Significant investment in business,

manpower, and information technology has contributed to the growth in stores by almost 300%

from 1997 to 2000.

The project is to discuss mainly about the store policies in apparels section basically “Splash”

followed by lifestyle, its price offerings, assortments and brands availability. The internee will

also try to correlate the theory and practical observations.

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THE MANAGEMENT TEAM

CEO – Mr. Micky Jagtiani (Landmark group, Dubai)

E.D. (India) – Mr. Kabir Lumba (Lifestyle International Pvt Ltd, India)

Splash concept – Mr. G. Kalyan (Menswear, Lifestyle, India)

Mr.Junaise Rehman (Womenwears, Lifestyle, India)

LANDMARK GROUP – LIFE STYLE

VISION

Growing customer by customer, concept by concept, country by country. The world will call it

success. We call it a sound foundation, for bigger things to come.

MISSION

To become the foremost retailer in the Middle East, by providing it’s customers with a large

variety of high quality at exceptional value under one roof.

GROUP PHILOSOPHY

Complete customer satisfaction

To aspire to be the no:1 in each field of operation

International standards

Research and development

Manpower development and training

Total quality approach

Cost control

Speed and simplicity

Transparency

PRODUCT POLICY

Creating an environment where every member of the organization strives towards excellence in

retailing to offer complete customer satisfaction.

QUALITY POLICY

Providing consistent quality in all our products and services by adopting the highest

standard of quality.

Providing and unparallel shopping experience

Creating an environment where every member of the organization strives towards

excellence in retailing to offer complete customer satisfaction.

LIFESTYLE AS DEPARTMENT STORES

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The last half of the nineteenth century witnessed the emergence of the department store. This

form of retailing was totally different from the general store. Instead of the hodge-podge

arrangement of stock, the department store offered carefully selected merchandise in specific

departments. As result, customers could make quick purchases of a variety of goods and services

under one roof (one-stop shopping). The departmental store also differed from other formats of

retailing due to its merchandise range. By and large, the department stores are credited with

raising the level of retailing practices. Abandoning the old ways of bargains, the stores instituted

a one-price system. Offering their customers a quality merchandise, attractive surroundings and

personal services, they captured the loyalty of a large part of the public.

Lifestyle has emerged as a major player in international retailing including countries like India

where Lifestyle has store in 12 major urban cities .India has 280 million urban populations.

LIFESTYLE HYDERABAD

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The lifestyle store in Hyderabad aims at providing the complete shopping experience to its

customers. The Lifestyle store is located in the up market area of Begumpet. The shop-within-a-

shop concept is what Lifestyle has aimed at. People look for everything under one roof in a retail

store or mall environment; hence Lifestyle has divided its outlet between different concepts.

Being a store at Hyderabad is an opportunity for retailers as investment yield is high in this city.

Lifestyle store’s atmosphere is the combination of the store physical characteristics, such as

architecture, layout, signs and displays, colors, lighting, colors, lighting, temperature, sounds

fragrance, which together create an image in the customers mind.

The store ambience communicates information about the store’s pricing, and the fashion ability

of its merchandise. Lifestyle store is perceived as a premium store it provides an international

shopping experience to its customers with quality services and quality merchandise. The interior

of the store gives a chic, elegant and stylish look. One of the interesting feature is that the CSR

are also being trained in retailing as Lifestyle International and the National Institute of Fashion

Technology (NIFT) in Hyderabad have tied up to provide grooming to its sales team as it has

tied up with the institute in other major cities. NIFT will offer a three month course in Fashion

Retail Management Studies that will be sponsored by Lifestyle. The company plans to induct

candidates who have completed the course into their stores with regular salaries for a mandatory

two year period.

Saturday, September 23, 2006

Source: The Hindu Business Line

Concepts at Lifestyle:

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Splash, Lifestyle, Baby shop, Shoe mart and home center function as separate stores abroad but

in India lifestyle offers the customers all the concepts within one store to make shopping a

complete experience

The following table shows the concepts and their codes.

CONCEPTS CONCEPT

CODE

BABY SHOP 01

SPLASH 03

HOMECENTER 04

SHOEMART 02

LIFESTYLE 07

BREIF INTRODUCTION OF THE CONCEPTS

BABY SHOP – code 01

This concept caters to the needs of the growing years. It has apparels, toys, nursery products,

school and stationary products and accessories for children. Most of the products for infants and

nursery are imported. This concept is the first baby of Lifestyle. It is the favorite concept of

children as it offers them the newest and a very large collection of apparels, toys, school

stationary.

SHOE MART – code 02

This concept caters to the footwear needs of men, ladies and children. It provides the customers

with all the new styles in footwear. It also offers many foot care products, hosiery, luggage and

ladies hand bags. The brands offered here are the most trusted and liked by the customer’s of

Lifestyle. It offers formal, casual, sports and ethnic shoes. It offers a wide range in all the

categories.

SPLASH – code 03

This concept offers apparels and accessories for men and women. It offers the most new styles of

the season, carefully selected by the buying team. The brands found here are a big name by

themselves and the in house brands offer the best quality and the most stylish and trendy

collections. Anything that is seen on the Indian fashion scene internationally can be found here.

Formals, casuals, denims, ethnic, accessories and innerwear can be found here.

HOME CENTER – code 04

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This concept caters to all the merchandise required to make a house – A home. A varied

collection of soft furnishings, glassware, kitchen utensils, furniture, plastics and bath, garden and

gift products, is offered. Most of the products here are imported, thus giving different options to

customers from what the competitors give. This pulls the customers back to the concept over and

again.

LIFESTYLE – code 07

This concept offers all the lifestyle defining products. It has fine jewellery, watches, health and

beauty products, cosmetics, perfumes and fashion accessories. It has the most vibrant and trendy

collection of watches and fashion accessories which are a favorite of all the customers at

Lifestyle. All the new launches of the cosmetics brands can be found here. The brands that we

find here are nationally and internationally recognized, trusted and appreciated names.

The apparel section which constitutes the major part of the store. More than 31.92% of store area

that is14877 Sq.Ft is retail area and 18000 is the total area .This broadly can be divided into 2

ways:

Men’s wear

Women’s wear.

Basically lifestyle is following different concepts for its different departments and for apparels

there is splash and baby shop.

THE CONCEPT “SPLASH”

Splash is a multi brand concept for good quality, trendy, fashion clothing at

affordable prices for adult and teenage men’s and women’s wear. Splash caters to both formal

and casual wear. Splash, provides garments for all in a family and has found acceptance among

customers who expect quality as well as a well-known brand.

Splash is the highest contributor at lifestyle contributing 50-53% to the total store sales.

It covers the largest area among all the concepts and has the largest number of staff working in

it. There are with 10 changing rooms in the women’s department and 10 in the men’s.

It’s divided into:

Ladies Men’s:

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Ladies casuals Formal

Ladies formal Casual

Ladies denim Accessories

Winter wear Knits and sports

Ethnic Denim

Lingerie Ethnic

Accessories Winter wear

Bossini and Kappa are being sold exclusively at lifestyle in the Splash concepts.

In-House labels:

It is difficult for retailers to develop a competitive advantage through merchandise because

competitors can purchase and sell the same popular national brands. Many retailers realize a

sustainable competitive advantage by developing private label brands (in house labels) which are

products developed and marketed by a retailer and available only from that retailer .Retail buyers

or category managers develop specifications for the merchandise and then contract with the

vendor to manufacture it. But the retailer not the manufacturer is responsible for promoting the

brand. In-house brands and the segment they cater to:

Brands Category

Ginger Offers a wide range of fashion apparel for young women

Code clothing to men and women

Zync Casual clothing that is trendy

Moirée Ethnic wear offering Salwar Kurta Duppatas (SKDs)

Mélange Ethnic wear for women (mix and match)

Forca Casual clothing that is trendy

Vivaz Men’s ethnic wears

String “C”& “G” Ladies lingerie

Advantage to lifestyle through its IN HOUSE BRANDS

Better margins

Control over designs

Variety in styles.

1. The exclusivity of strong private labels boosts store loyalty.

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2. Like manufacturer brands, successful private label brands can draw customers to the

store. For e.g. ginger offers fashion merchandise and draws customers to the store.

3. Retailers have more control over manufacturing, quality control, and distribution of the

merchandise.

A brand is placed according to the layout and the brand’s demand in the market.

According to the purchasing power the concept segregates customers in the following:

1. Premium: with higher purchasing power and who go in for premium brands like Arrow,

Van Heusan.

2. Regular: Customers who purchase moderately priced merchandise e.g. W

3. Budget: customers who purchase merchandise only if it comes under their budget

bracket. For these customers the starting prices of products should be low.

Customer profile:

Lifestyle Caters to the premium and elite customers that fall in the higher income group levels.

The core customers of lifestyle do not mind spending provided that they get quality and

exclusivity of product and service in return..

Pricing:

The pricing for lifestyle is premium because of the high quality merchandise and services offered

by the store since the operational cost of the store are high premium pricing is essential to

maintain the margin.

CONCEPT INSIGHTS –

Concept manager : Mr. Madhav Rao

Merchandise controller : Ms. Radhika and Mr. Mouli

Location : Ground floor – The right side is for ladies and left for men’s apparels

Staff : 52 (brand and LS staff)

Contribution to Lifestyle’s yearly turnover : 50-53%

Backbone of the concept :

o Proper and timely replenishment and variety of merchandise.

o Proper arrangement and display of the merchandise.

o Impressive display on mannequins

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LADIES DEPARTMENT

Women as a customer: they tend to come alone or along with friends or relatives. they usually

have ample time and is slow in decision making ,can be impulsive at times and can be fickle

minded. They look for exclusive merchandise yet value for money products. Easy wash care is

also an important element for them.

Their ratio for initial selection is 10:01. Observation shows that they are conscious about fit,

style, fashion, color, fabric and price

DENIMS

Brands available are –

Lee

Lee Cooper

Pepe

Levis

The fastest moving brand is Pepe.

Core stock or the base stock is always maintained in Pepe and Lee Cooper and

Lee for jeans in mid rise slim fit bootcut, low waist flare cut, etc.

Core stock contains those styles which are in demand through out the year,

whereas fashion styles change every season.

Fits available on floor are –

Name of the fit Brand offering the fit

Slim fit Lee, Lee Cooper

Boot cut Lee, Lee Cooper, Pepe

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Boot cut and extra flare Lee, Lee Cooper, Levis, Pepe

Straight fit Lee Cooper, Pepe

Straight fit from Lee Cooper and Pepe are doing very well.

While buying jeans customers’ look for –

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Boot Cut Flair

Mid raise Low raise

Ultra low

Regular Straight

Brand name

Fabric

Fitting

Lycra content in the fabric

Embellishments or embroidery

Some more variations among jeans exist because of various types of washes and so on:-

Enzyme Wash: Creates an antiqued look by taking advantage of the catalytic ability of

enzyme cellulase. The enzyme catalyses the hydrolysis of the cellulose fibre and so leads

to the breakdown of fibres on the surface of the fabric and the subsequent loss of the

indigo dye they have encapsulated. Since this process is not abrasion based, it does not

damage the fibres the way that a stonewash does and creates a great vintage jeans look. It

does, however, require the use of special softeners and smoothing agents. This should

theoretically give the jeans a longer life.

Sandblast: Jeans are sprayed with sand by hand before washing to create a used and old

look in specific areas of the garmentSunbleached: A combination of sandblasting and

bleach which gives the denim a very soft powdery feel.

Stonewash: The garment is washed with pumice stones. The stones break some of the

fibres and release the indigo dye. giving the fabric a lighter, weathered look and soft feel .

There are different levels of destruction for this wash: light, medium and heavy. Different

size stones give different effects. Bleach can also be added during this process to lighten

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the color and further age the garment. The process is fundamentally an abrasion

technique.

Torn Jeans: A manufactured tear, made to appear natural.

The price differences occur in denim due to –

The finishing washes given to the product.

The decorations on the denim

The fabric used.

The technology used for construction of the product.

Sizes are available from 26 to 34 in all brands for Bottoms (Trousers / Cargos, Capri’s, Skirts), in

which 28 and 30 are fast movers.

In summer the following merchandise is displayed –

Capri’s

Shorts

Sleeveless tee shirts

Backless tops

Skirts.

Details of various brands available –

Brand name Products

available

Colours available Specialty Price range

(In Indian

rupees)

LEVIS Jeans Shades of blue Fashion

jeans

Straight,boo

t,flare cuts

Embroidery

on pockets

Tight flare

1599-2099

T shirts Red

Yellow

White etc..

Prints

Embroidery on t-

shirts

449 - 999

Cargos Red

Beige

1399-1499

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White

Shirts Light shades Half/full sleeves 499-1299

Capris Light Cotton,corduroy,

denims

1199

The exclusive fits available are

Hip hugger super flare

Tight flare

Low rise hip hugger flare

So low flare

So low hip hugger super flare

It’s favored by the young and is known for its low waist range.

Brand name Products

available

Colours available Specialty Price range

(In Indian

rupees)

LEE

COOPER

Jeans Shades of blue Prints on denims 1299-1499

Cargos, Capri’s Beige

Black

Grey

White

Red

Pink

Blue

1499

Shirts Pink

Blue

Orange etc.

Stripes

Big prints

Collared shirts

without sleeves

499 – 799

Corduroy Red

Brown

Straight and flare 1299

T-shirts Red

Pink

Round neck

Brand name

printed on the

399 – 449

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Blue etc chest

Kurti printed only cotton 649

This brand is favored by all age groups

It’s special because of the stretch fabric it offers.

Brand name Products

available

Colours available Specialty Price range

(In Indian

rupees)

LEE Jeans Shades of blue Silver colour

print

Cargos Pink

Orange

Black

Blue

Lace at the

bottom

1299

Cotton bottoms Beige

Blue

Green

Dirty brown

Red

Soft cotton

fabric

Embroidery on

the back

Puff at the

ankle

1399

T shirts Pink

Aqua

Blue black

Red etc.

Zipped

Three layer

spegati top

Halter necks

collar

399 – 499

Casual shirts Different

buttons

499 - 649

Skirts Blue shades Only denims 999-1199

The cotton bottoms here do well, as they offer very good comfort. The major buyers for

cottons are the mature age group.

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The denims are liked by the young girls.

Brand name Products

available

Colours

available

Specialty Price range

(In Indian

rupees)

PEPE Jeans Shades of blue Different

styles

Indian fits

999 – 1349

Skirts Pink

Beige

Denim

Short skirts

with pleats and

ribbon belts

Long

skirts

(cotton)

749 – 899

T-shirts Blue

Pink

Black

Beige

Large prints

Sppeggati's

399 – 449

Casual Shirts Blue

Pink

White

Green

Stripes

Polka dots

449 – 599

Corduroy Rose

Pink

White

Blue

Brown

1299

Cotton bottoms White Uneven

surface

created

(stripes)

1299

Pepe brand is popular with all age groups, because of the colours, fits and styles that it

offers.

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FORMALS

Brands available are –

Expozay

Code – In house brand

Allen Solly

Van Huesan

Wills Lifestyle

ZYNC – In house brand

Here Exposay does very well.

Brand classification –

Premium – Allen Solly, Wills, Expozay

Regular – Code , ZYNC

Fabrics used are –

Polyester +cotton offered by Allen Solly

Polynosic offered by Code, Wills, Expozay, Allen Solly

Sateen + cotton offered by Allen Solly

Cotton + lycra offered by Allen Solly

Brand wise details – EXPOZAY

Products available Colours available Specialty Price range

(In Indian rupees)

Formal shirts White

Blue

Violet

Plain

Stripes

Self print

699 – 999

28

Brown

Purple

Yellow

Aqua

Violet

Cream beige

Full hands

¾ sleeves

Short sleeves

Blazers Black

Beige

Navy blue

Grey

Formals 1499 – 1999

Trousers Beige

Brown

Black

Off-white

Grey

Plain

Stripes

Front pockets

Various fits

925, 975

Long skirts Beige Formal 645-795

Short skirts Navy blue

Black

Formal 645-795

Casual shirts White

Blue

Floral 625 – 745

Capri’s White

Black

Orange

Stripes

Double front

buttons

Good hip fits

Soft fabric

795 – 875

There are two types of suits.

Short length - No front pockets and slim fit ones.

Regular or Classic length - Classic fit and having front pockets.

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Styles available in trousers –

Regular fit + belt loop

Trim fit = mid rise +boot cut

Classic fit = straight

Comfort fit = loose + straight

Sizes available

In trousers (Waist in inches) - 26, 28, 30, 32, 34

36 size trousers are available only in Allensolly and Expozay.

In shirts (Shoulder size) – S, M, L and XL.

XXL size is available only in T-shirts of Zync

The arrangement was according to styles, fabric and price.

ALLEN SOLLY

Products available Colours available Specialty Price range

(In Indian rupees)

Formal shirts Pink

White

Yellow

Orange

Blue

Black

Red

Lycra

content

Bold stripes

French cuffs

Silver stripes

Collections

according to

599 – 899

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Short length Regular / Classic

Green

Rose

season

Casual shirts Red

Blue

White

Purple

Yellow

Cream

Leaves print

Sleeveless

with collar

599 – 699

T- shirts White

Blue

Yellow

Pink

Full sleeves

Beads

embellishment

399 – 899

Trousers Black

Beige

White

Rose

Options in

closures

Various fits

Fabric

999 – 1599

Capri’s Red

Off-white

Cotton fabric 899,999

Jeans Blue shades Denim fabric 1499

The shirts are available with short, half, ¾ and full sleeves.

Allen Solly mentions size of the shirt and the sleeve length on its tags.

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Full sleeve shirt Half sleeve Shirt

Sleeveless shirt

Allen solly shirt Allen solly trouser

CODE

Products available Colours available Specialty Price range

(In Indian rupees)

Formal shirts Yellow

Blue

White

Pink

Cotton fabric

Stripes

699

Casual tops White 550 – 750

32

Blue

Green

Violet

Pink

Cream

Beads and

sequins etc.

Trousers Brown

Beige

Black

Grey

No pocket simple

trousers

799, 899, 1199

Knits Cream

Green

Yellow

Pink

Blue

Beads

Design on the

front

Spaggettti types.

499 -699

Skirts Blue

Black

Brown

Grey

Formal

699+

The sizes in tops for Code stars from 10 as smallest to 16.

The collections offer a wide variety of colour and style.

WILLS

Products available Colours available Specialty Price range

(In Indian rupees)

Formal shirts White

Cream

Yellow

Blue

Lycra

Styles at cuffs

and collars

795 – 1290

Casual tops Yellow

White

Blue

Stripes

Floral

Fabric

695 – 1395

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Pink

Trousers Green

Purple

White

Blue

Beige

Pink

Rose

Fits

Colours

Stripes

Front pockets

Belt loop

Fabric

1095, 1395

Capri’s White

Purple

Fabric

Multiple

decorative

stitches

895, 1195

Jeans Blue Only boot cuts 1395-1695

Fabrics used –

Casual tops - Tencel – it is a new age fiber, all natural. It’s controlled nano- fibril

structure moves moisture away from body, keeping the wearer cool when the temperature

is high and vice versa.

Trousers – premium stretch fabric, broken dobby design.

ZYNC

Products available Colours available Specialty Price range

(In Indian rupees)

Shirts White

Pink

Chinese collar 499,599

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Green

Casual tops Brown

Pink

Green

Orange

Deep purple

Blue

Floral print

Shade of colours

Collar +

sleeveless

399 – 599

T – shirts Blue

Violet

White

Pink

Black

Faded prints 199 – 499

Denim pants Blue Boot cut

Comfort fit

899

Trousers Brown

White

Cotton 795

Capri’s White

Blue

Simple 799

CASUALS

The brands available are –

Ginger – In-house brand

Kappa

Adidas

USI (Uni Style Image)

Madame

Benetton

Fabrics used are –

Cotton, lycra, polyester viscose blends

Brand wise details –

GINGER

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Products available Colours available Specialty Price range

(In Indian rupees)

Skirts Black

White

Navy blue

Yellow

Skin

Variety available

in lengths, prints

and fabrics

499 – 799

Casual tops Black

White

Beige

Turquoise blue

Red

Orange

Sequins and

beads

Embroidery

Matching

embroidered belts

Crushed fabric

299 – 599

Knit tops Blue

White

Black

Pink

Red

Green

Styles such as

backless, off

shoulder

available

399 – 699

Denims Blue Jeans

Jacket available

Embroidery

799, 999

Cargo Orange

Blue

White

Pockets

Prints

799 – 999

36

KAPPA

Products available Colours available Specialty Price range

(In Indian rupees)

Casual shirts Pink

Red

Blue

White

Beige

Natural fabric

used for more

comfort

Plain

599 – 699

T – shirts Green

Red

White

Blue

Sporty colours,

florescent

399 – 499

Sports bra Blue

Red

White

Fabric 399

Cargo Beige

Blue

Cotton fabric 899

Track pants Black Good fits 899

Robe di Kappa is a collection of casual clothing

This every product has “kappa” or the logo embroidered on it.

ADIDAS

Products available Colours available Specialty Price range

(In Indian rupees)

T – shirts Grey

White

Blue

Black

Neck lines.

400 – 650

Three fourths Grey 990 – 1099

37

Black

Shorts Red

Pink

Rounded edges. 690+

Logo or name is printed or embroidered on every product

Fabric is different from other brands

USI

Products available Colours available Specialty Price range

(In Indian rupees)

T – shirts Blue

Ferozi

Lavender

Pink

Red

Black

Dark aqua

Skin

Brown

White

Colours

Styles

250 – 695

Track pant Navy blue Cotton fabric 595

It has various styles in T– shirts like – straps, tie ups.

It has three colours in every style.

Most of the tops are plain.

Colours offered are different from other brands.

MADAME

Products available Colours available Specialty Price range

(In Indian rupees)

T – shirt White

Black

Brown

Green

Beads (wooden)

Neck lines

Patch work and

embroidery

199 – 650

38

Pink

Red

Stones

Stretch fabric

Cotton collars

with t – shirts.

Trousers Light shades 625

Capri Brown

Beige

Straight 599

SWIM WEAR

Brand Style Price range

(In Indian rupees)

Lobster I piece

Bikini

560 – 945

ETHNIC

The brands available are:

Biba

W

Mélange – In house brand

Moiree – In house brand

Brand wise details –

39

SKD = Salwar Kurta and Dupatta set

MnM = Mix and Match

BIBA

Normally SKD's are available in S to XXL sizes. (In Biba brand 32 to 42 sizes)

Products Fabric Styles

SKD(995 – 5995)

Kurti(495-2595)

Tunics( 595-895)

Kurtas (495-1295)

Soft cotton

Raw cotton

Georgette

Chiffon

Crepe

Surwars

Embroidery

Patch work

Printed

Kalamkari

Summer collection was available which consists of – cotton fabric, pastel colors, three fourth and

half sleeve dresses.

Kurtis: When worn kurtis it will be upto Waist or Hip length (Short & Regular).

Kurtas: When worn it will be upto Knee length or above knee length.

W

Products Fabric Styles Price range

(In Indian rupees)

Skirts

Kurti

Cotton

Silk ,cotton

Dobby works

Lace

Embroidery

Block print

Neck lines

variety

799-999

Dupattas Cotton Beads

Cotton

199 -399

Salwars Cotton Elastic for the 350 – 499

40

salwars

Block prints

Patiyala

Elastic waist

bands

SKD Cotton Embroidery

Patchwork

2644-3295

Capri Cotton ,viscose 499

Every style of kurti was available in one or two colors only.

Block printed salwars were in fashion. It is when print paste is applied by means of a wooden

block carrying the design in relief or by a stencil.

In skirts and kurti, dobby works are also found. Dobby works are woven on dobby looms. All

materials with small figures such as dots, geometric designs, small floral pattern woven in fabrics

such as Mix n match and SKDs .

MELANGE

Products Fabric Styles Price range

(In Indian rupees)

MnM Cotton

Rayon

Short kurtis

Long kurtis

Variety in neck

399-599

41

lines

Salwars Parallel salwars

Elastic salwar

Sulwars

210 - 350

Dupattas Cotton,chiffon Crushed cotton

dupattas

Tie n dye

dupattas

Silk dupattas

199 - 350

Wrap around skirt Cotton + polyester Embroidery 599

It has the following sizes –

S, M, L, XL, XXL, in kurtis

Only one colour is available in every style of kurti.

Types of Sleeves :

42

Sleeve less Cap Sleeve

MOIREE

Products Fabric Styles Price range

(In Indian rupees)

SKD Cotton

Silk

Sulwars

Embroidery

Prints

1099 - 2199

Kurtis Cotton,cotton+silk,linen 399-599

Skirts Cotton 599-999

Capri cotton,cotton+lycra 399

Block prints, Embroidery works, Jardosi works, Sequence works, Chicken works, Kundhan

works, Kanta works and Kalankari work SKD's are available in Biba and Moiree brands.

Wrap-around skirts are also available.

Traditional Salwar Kameez Churidar Kameez Suit Parallel Suit Patiala salwars

43

Half Sleeve Mega Sleeve ¾th Sleeve

LINGERIE

The brands available are –

Lady care

Enamor

City girl

Lovable

Jockey

Triumph

String

Juliet

Classification of brands –

Premium – Triumph, Enamor

Regular – Loveable, Jockey, Lady care

Budgeted - City girl, Juliet

In night wear, there are 2 types of products

Young Collection

Mature Collection

The brands offered are –

String – In house.

Sweet dreams

Bra sizesBust size minus band size (inches) Cup size

1" or less A2" or less B3" or less C4" or less D

Sizes are available from 30 to 42.

In each size bras are sub divided in to A, B, C and D.

If there is 34C size, in that 34 means Bust size and C belongs to cup size.

Brands in detail - LADY CARE

Products Styles Price range

(In Indian rupees)

44

Underwear Hipster

Bikini (Low waist & 1 to

2” hip at side)

120 for 3 in plane ,165 for 3

in printed

Maternity panties 60

Tummy title 160

ENAMOR

Products Styles Price range

(In Indian rupees)

Underwear Hipster(High waist and 3

to 4” hip at side.)

Low waist

Lace

Tie ups

60 – 275

Brassier Padded

Lace

Under wire

Seamless

Without under wire

Detachable straps

Transparent straps

Tube tops

Tie ups

Sports

225 – 650

Nightwear Sleeveless to be worn

under coat

Overcoat

800-1200

675-725

45

seamless strapless strapless push – up bras

CITY GIRL

Products Styles Price range

(In Indian rupees)

Slip Long

Short

¾ length

67

99

82

Sizes like S to XL are there for 13 yrs to 20 yrs age persons.

push-up nursing bras

46

Bridal bras Underwire Bra

Waist (in Inches) Corresponding Size

26"-28" Size 5 Or Small

28"-30" Size 6 Or Medium

30"-32" Size 7 Or Large

32"-34" Size 8 Or XL

38"-41" Size 11,12 Or XXXL

classic bikini boyshot briefs

47

Sports BraSports Bra Mesh BraMinimizer Bra Padded Bra

Thongs T- back G-String Grand ma

LOVABLE

Products Styles Price range

(In Indian rupees)

Brassiere T – shirt bra

Regular

Lace

Feeding bra

155 – 469

JOCKEY

Products Styles Price range

(In Indian rupees)

Underwear Bikini

Hipster

String bikini(Low Waist

& side straps at hip.

58 – 64

Slip Attached bra

Lace

105 – 199

Brassier Sports

Regular (with and

175

245-295

48

TangaRio V-string

without wires )

TRIUMPH

Products Styles Price range

(In Indian rupees)

Brassiere Regular

Removable pads

Detachable

Demi cup

Without under wire

Minimizer

Lace

Feeding bras

Bridal bras

249 - 1299

Panties Bikini

String

Boxer

Thongs

229-499

Sloggi collection for bikini,hipster,and thongs at price range 149-230 are also available

Bridal wear bras are costliest ones because of embroidery / lace works.

JULIET

Products Styles Price range

(In Indian rupees)

Brassier Regular

Padded

Pair

Feeding bra

60 – 162

Underwear Regular(damini style)

Tummy tittle

150

299

Nightwear 599-699

SWEET DREAMS

49

Products Styles Price range

(In Indian rupees)

Night gown Lace 499 , 599

The differences in the prices are due to –

Brand’s international presence

Fabric – satin, lace, lycra etc.

Elastic – thin, thick

Print or plain fabric

STRING “C”

Products Styles Price range

(In Indian rupees)

Brassiere All padded and only

wired(with and

without push ups)

Detachable straps.

Detachable pads.

250

Nightwears (sizes in

S,M,L,XL,)

Shorts with spaggetti

Single long spagetti

Tops and pyjama

Sleeveless nighty

Full sleeve nighty

499

499

599

499

499

In string “c”,no regular, bridal and feeding bras were available. In this only two sizes were

available that is 34A and 36B.

STRING “G”

Products Styles Price range

(In Indian rupees)

Brassier Padded and Wired with

push ups.

Padded and Wired

without push ups.

199

299(in set of panties)

Panties Bikini 150

50

Thongs 150

Nightwear (sizes in

S,M,L,XL,)

Shorts with spaggetti

Single long spagetti

Tops and pyjama

Sleeveless nighty

Full sleeve nighty

499

499

599

499

499

In string “g” there were only detachable straps bras were available and not detachable padded

bras. There were no bridal and feeding bras were available. And all like beach collection.The

sizes were only 32A and 34A

ACCSESORIES

Products Brands Price value

(in Indian rupees)

Caps Kappa

Adidas

249, 299

Bags Adidas

Kappa

299

599

Stole / scarf Ginger

Code

199 – 699

MENS DEPARTMENT

Men as a customer:refernce group ai a great influencers as wife or friends.Impulsive in shopping

and are short in time and patience. Observation shows that initial selection ratio is 3:1.They are

51

not very price conscious but brand conscious. They are conscious about style ,fit, fabric and

color.

DENIMS

Its contribution is 14% for the Splash sale.

Brands offered are –

Lee cooper

Spykar jeans

Lee

Pepe

Wrangler

Levis

Here Pepe does very well.

Brands classification –

Premium – Pepe, Levis, Lee, Lee Cooper, Wrangler

Regular – Spykar.

Budgeted – none

LEE COOPER

Jeans fits available on floor are –

Comfort fit

Boot cut

Straight cut

Low rise

Product Specialty Price range

(In Indian rupees)

T – shirts Round,v,polo necks. 399 – 599

Casual shirts Cotton 899 – 1199

52

Half and full sleeves

Linen

Corduroy Coloured in straight and

boot cut

1399

Casual trousers Linen 1199

Jeans Fits 999 – 1499

Cargo Cotton 1399 – 1599

‘Lee cooper’, embroidered on every product.

SPYKAR JEANS

Product Specialty Price range

(In Indian rupees)

T – shirts Prints

Fade prints

In crew,v,and johny neck

495 -895

Casual shirts Half sleeves

Slim fits also available

Cotton

895 – 1095

Cargo Cotton

Detachable and non

detachable khakhis.

1495 – 1995

Jeans Colors and fits i.e

Low rise, comforts,

straight , boot cuts.

1295-2495

Spykar is appreciated for its good fits.

LEE

Product Specialty Price range

(In Indian rupees)

T - shirts Patch work 399 – 899

53

Jeans Cut pocket

Prints

Variety in necks – round,

turtle, v, polo,

Brand name embroidered.

Casual shirts Cotton

Denim

Half and full sleeves.

699 – 1099

Trousers Corduroys 1399

Cargo Cotton

Detachable and non

detachable khakhis.

1299 – 1699

Shorts Cotton 799

Jeans Low and mid rise

Comforts and boot cut.

1299-1799

PEPE

Product Specialty Price range

(In Indian rupees)

T – shirts Prints

Polo neck

Round neck

449 – 899

Casual shirts Plain

Checks

749 – 1099

Three fourths Cotton and denims 849 – 1299

Cargo Cotton with straight fits

Detachable and non

detachable khakhis.

1399 – 1799

Jeans Fits-low rise, comforts

Boot cut and slim fit.

1399 – 1699

Trousers Straight and boot cut in

cottons

1599-1699

The shirts move very fast.

54

In denim( Pepe) Core styles are maintain which are FMS. It contributes highest to the

department

WRANGLER

Product Specialty Price range

(In Indian rupees)

T – shirts Prints

Embroidered brand name

395 – 795

Shirts Styles

Pattern variety

799 – 1099

Trousers 1395-1795

Three fourth Denims 1195

Jeans 1299 - 1699

ZYNC

Fits available are –

Low waist, straight fit

Low waist, boot cut

Product Specialty Price range

(In Indian rupees)

T – shirts Prints

Patchwork

199 – 499

Casual shirts Collections like – Nautical

dreams, Earth travel, In the

woods.

799 – 899

Sports jersey Knitted collar 699

Cotton pants Good fit 1199 , 1299

Three fourth Linen 999, 1299

Cargo Colours 1295

Jeans Fits 799 – 1199

LEVIS

This brand is appreciated for its fits, washes and colours.

55

Product

Specialty Price range

(In Indian rupees)

T – shirt Round neck

Double sleeves

Word/ caption prints

Rubber prints

Embroidery on backs

Velvet prints

Patch work

449 – 999

Casual shirts Cotton

Linen

Slim fits

Short length

899 – 1500

Cargo Cotton + lycra fabric

Detachable and non

detachable khakhis.

1399 – 2499

Casual trousers Corduroy ,Jeans type,

tight fit(linen also available)

Comfort fit

1399 – 1799

Jeans Tight flare 1599-2299

The slim fit shirts, cargos and print t– shirts are the fast moving products.

CASUALS

Major contribution to the Splash Sale from this Dept i.e. 21%

The brands offered are –

Indian terrain,Color plus,Dockers,Allen Solly,Basics,Zod,V-Dot,Provogue

Blackberry’s ,Shapes.

The best selling brands are Colour plus and Allen Solly

Brand classification –

Premium – Colourplus, Dockers, Wills, Indian Terrain, Allen Solly, ZOD, Provouge, Blackberry

56

Among casuals, wrinkle free finishing is a unique feature .wrinkle free is a fabric treated

chemically to reduce creasing and shrinkage. Different commercial terms are as follows like

Dura press (Van huesan) Prema press (Louisse Phillip), uncrushable (Allen Solly),

And wrinkle free in rest brands.

In pleated trousers, the sizes offered are upto 28” to 44” in Blackberry and Code. And the of

sizes which is offered by all other brands are 30” to 40” except Indian Terrain that has size upto

30” to 42”.In flat fronted trousers the sizes offered is upto 28” to 40” in Blackberry ,Indian

Terrain and Code. And the of sizes which is offered by all other brands are 30” to 38”

The best quality is offered by Color Plus and Allen Solly.

 

INDIAN TERRIAN

Product Specialty Price range

(In Indian rupees)

Shirts Linen

Wrinkle free

1095 – 1595

T – shirts Thin knits (Mercer sized

cotton)

Knitted (soft cotton)

Retro fit

Basics – 8 options

Stripers – 17 options

Pastel colours

Light weight

1295 – 1595

57

Straight Cut Cut Pocket

Cross Pocket

Corduroy 1599

Cargo 1499

Shorts 799

Mercerized 2 ply cotton is a special feature for shirt available.2 ply yarns is made by twisting

together two or more single yarns of two or different types. It results in stronger yarn,stronger

and durable fabric. It is more expensive as more labour and special machinery required.

COLOUR PLUS

Product Specialty Price range

(In Indian rupees)

Shirts Short + slim fit

Printed

Check

Linen, crushed cotton,

dobby fabric.

1295 – 2295

Trousers Flat fronts

Linen trousers

1295 – 2493

The slim fit short shirts is the fast moving product.

Max size is 46” in Indian terrain and Colorplus, rest all have 44” as max.

CHECKS SOLIDS STRIPES CHECKS SOLIDS STRIPES

DOCKERS

Product Specialty Price range

(In Indian rupees)

Shirts Cotton 1095 – 1690

58

Linen

Trousers Wrinkle free

Mid rise slim fit

Linen

Corduroy

1399 – 2199

Shorts Cotton 1499

Cargos Detachable and non

detachable khakhis.

2099

ALLEN SOLLY

Product Specialty Price range

(In Indian rupees)

Shirts Plain

Stripes

Checks

Uncrushables (combed

cotton)

1099 - 1599

Trousers Linen + cotton, Corduroys

(4 pocket flaps also

available)

1099

SHAPES

Product Specialty Price range

(In Indian rupees)

Trousers Linen,corduroys,cotton 1095-1395

BLACKBERRY’S

Product Specialty Price range

(In Indian rupees)

Trousers Fashionable wrinkle 995 – 1599

59

free ,cotton, cottonrich,

linen.

PROVOUGE

Product Specialty Price range

(In Indian rupees)

Shirts Satin fabric

Double shade

fabric(polyester+nylon)

Linen,cotton

995 – 1495

Trousers Cotton,corduroy,linen,

Polynosic.

1295-1695

BASICS

Product Specialty Price range

(In Indian rupees)

Shirts Slim cut

Checks

Stripes

(cotton,cottonrich,cotton

mercerized, linen)

795 – 1295

Trousers Linen ,cotton 1099-1299

Cargo Detachable and non

detachable khakhis.

1099-1299

Mercerized fabric is a special feature among this brand .Mercerization is treatment which leads

to lustrous and stronger fabric.

Casual party wear

ZOD

Product Specialty Price range

60

(In Indian rupees)

Shirts Crushed fabric

Fashionable buttons

Satin fabric

Multishade(polyster+nylon)

1095 - 1795

V.

Product Specialty Price range

(In Indian rupees)

Shirts Only Slim fit .

Cotton,linen,satin,polyster+nylon)

1295 – 1595

Trousers Linen ,cotton, corduroy 1299-1599

KNITS

It contributed (12-14%) to the splash sale

The brands available are –

Adidas,Nike,Proline,Kappa,Fahrenheit,USI,Karma,Bossini ,Zync,Wills,Indian

Terrain,Code ,Forca

Knits are of two types 1) Circular knits and 2) Flat knits.

Circular: Fabric garment are finer fabrics can be machine washed, variety products

available, easy maintenance.

Flat knit: Garments tend to deshape faster, coaster fabric compared to circular, hand wash

recommended, full fashioning possible. Products are blouses, dresses, T-shirts, bed

Lenin.

POLO NECKS

ADIDAS

61

Product Specialty Price range

(In Indian rupees)

T - shirt Cotton

430 – 790

Shorts Polyester fabric 450 – 690

Swim wear Stretch fabric 1050

There is also knitted fabric below the arms.

The t – shirts do very well.

NIKE

Product Specialty Price range

(In Indian rupees)

T – shirt Printed

Basics

Plain

Cotton

595 – 1495

Shorts 595 – 695

The printed t – shirts do very well.

PROLINE

Product Specialty Price range

(In Indian rupees)

T – shirts Sports wear 425 – 525

Solid

Printed

(Collar:Round neck,V-neck;

Stripes, Plain)

299-599

299-799

Shorts Pockets 425-595

Tracks Basic

Side stripes

599 - 1099

Value pack 3 basic t – shirts 499

62

The T – shirts from Proline do the best, they move very fast off the shelf. The reason being

availability of lots of style and colors. Solids and stripes do very well. Availability of chest prints

that is favored by youth.

KAPPA

Product Specialty Price range

(In Indian rupees)

T – shirt Fashion prints ,chest prints

Basic (collar +pocket )

Stripes

499 – 999

Casual shirts 100% linen

100% cotton

900-1300

Trousers Only flat fronts 1000-1400

Shorts 699-899

Track pants Cotton polyester 699-1499

BOSSINI

Product Specialty Price range

(In Indian rupees)

T – shirt Plane & solid

Printed

Only crew necks and no V-

necks

299

700

Casual shirts 100% linen

100% cotton

900-1400

Trousers Pleated , flat fronts 999-1399

Shorts Cargo shorts 900-1000

Track pants Cotton 900-1000

Jeans Prints on back 1099-1399

63

USI

Product Specialty Price range

(In Indian rupees)

T – shirts Flat knits

(Fashion – chest prints &

back prints)

Stripes, solids

Variety in colours

Pack of 3(value pack)

325 – 995

799

Shorts Its cargo shorts as it has 6

pocket

500-1600

Trousers Corduroy 1500

Track pants Cotton 700

KARMA

Product Specialty Price range

(In Indian rupees)

T – shirt Round neck, half sleeves .

Printed (special designs –

Indian)

295

FARENHEIT

Product Specialty Price range

(In Indian rupees)

T – shirt Solids – 31 colors

Stripers – 30 options

Rugby style (collar is of

white colored fabric)

Round neck in pack of 3

325 – 545

Here all the t – shirts do very well because of the color options and the good quality.

Max sizes in Fahrenheit is 3XL i.e. 46” and XXL as max in Fahrenheit ,Bossini, Proline ,Kappa

and Zync as min in size starts as Medium i.e.38.

64

ZYNC

Product Specialty Price range

(In Indian rupees)

T – shirts Basics (collar +round, v

neck) – 17 options

Chest prints – 23 options

Stripers (collar, round neck)

– 19 options

Full sleeve also available

299 – 745

Shirts Chinese collar also

available

699-1099

Trousers Corduroy, cotton 1000-1200

Cargos 1000-1200

Tracks 600-800

Jeans Boot,straight,comfort 899-1699

WILLS(clublife)

Product Specialty Price range

(In Indian rupees)

T – shirts Cotton,tencel ,rayon mix

(Flat knits, circular knits)

Collared + self design knits

Plain – 9 options

Stripes – 11 options

745 – 1995

Shirts Cotton, spandex mix 1195-2095

Trousers Cotton, linen blended 1495-1995

The t – shirts do not do very well because of lack of range.

Club life is a new concept in dressing for pubs ,discos,parties.its very sheen luster, bright colors,

fancy fabrics,embelling techno fabrics.

FORCA

65

Product Specialty Price range

(In Indian rupees)

T – shirts Round neck, Collared v

necks

Chest prints is in fashion

299-599

Shirts Cotton, cotton blended 799-999

Trousers Only flat fronts

( size - 28-38)

899-1099

Cargos Straight, comfort fit 1099-1299

Jeans Straight fits 999-1199

Shorts Straight 599

These t – shirts do very well.

FORMALS

It is Main department in Men’ wear, which most of customers prefer the office wear like formal

shirts, trousers, suits and Ties. It contributes 17% to the Splash sale.

The brands available are – Code – In house brand,Zodiac,Arrow,Louis Phillip,Van

Huesen,Genesis ,Blackberry,Wills

Brand classification –

Premium – Zodiac, Arrow, Louis Phillip, Van Huesen, Blackberry, Wills.

Regular – Genesis, Code

Difference between formal and casual trousers –

Characteristic Formal Casual

Crease On the front On the sides

Pleats Single pleat

Double pleat

Flats

Flats

Fabric Light weight

Soft hand

Heavy weight

Seam stitch Single Double stitch – to provide

strength to the garment.

Formal trousers are never displayed open, they are always folded (classic or double fold).

66

Medium Spread Wide spread

Curved Spread Cutaway

Straight Long Straight

Classic Button Down Sport Button Down

67

French - Corner Cut French - Rounded French –Square

Covertible - Cuff Link One Button -Angle Cut One Button- Rounded 

and Button

Two Buttons-Square CornerTwo Buttons Angle Cut Two Buttons-Rounded Corner

68

Blazers. With Three Buttons Single breast blazers

2 Buttons and 3 Buttons with two flap pocket along with hankies pocket at left side formal suits.

CODE

Product Specialty Price range

(In Indian rupees)

Shirts Half sleeves,Full sleeves

Fabric - Yarn dyed,Structured

Cotton, cotton rich.

Stripes ,Plain,Checks

Value pack of 2 shirts

699 – 1199

1099

Trousers Only double pleat trousers

Fabric –Polyester viscose

Fabric -Lycra

Cotton +linen

699 - 1199

69

Waist Size Inches

30 76

32 82

34 86

36 92

38 96

40 102

42 108

Length of the pant is 46.5 inches equal to 118cms, which is of open length for the

Brands in detail –

GENESIS

Product Specialty Price range

(In Indian rupees)

Shirts Fabric-cotton,polyester

blend

Checks,Plain

645-949

Trousers Fabric-

polyviscose&micropolyeste

699-999

ZODIAC

Product Specialty Price range

(In Indian rupees)

Shirts Cotton rich

100% cotton & 100% linen

899

899-1599

Size 32 and 34 in Flat fronts and 34-36 in pleated are most selling sizes and therefore highest

sellers.Most selling colors are light colors as they sell more in summers.

In dark colors the FMS are dark grey, black, and blue.

ARROW

Product Specialty Price range

(In Indian rupees)

Shirts Stripes,Plain,Checked 1099 – 1999

70

100% cotton

Trousers Polyviscose ,100% cotton. 1095 – 1495

An Executive cut, which is to narrow at bottom is also special feature .

LOUIS PHILLIP

Product Specialty Price range

(In Indian rupees)

Shirts Superior quality fabric-

100% cotton, linen blend,

cotton rich

1199 – 1799

Trousers Polyviscose, polywool(not

in summers)

1199 - 2499

VAN HUESEN

Product Specialty Price range

(In Indian rupees)

Shirts Cotton, cotton rich 1099 – 2499

Trousers Easy care, non iron, wash

and wear, moisture

absorbing.

Fabric-micro polyester

1149 – 1799

Suits Fabric-micro polyester &

polywool.

(2/3 button,regular pocket

i.e. 3)

4999-8999

A range of colours are available here – brown, beige, gray, black, navy blue, blue.

BLACKBERRY

Product Specialty Price range

(In Indian rupees)

Trousers 100%

micropolyester,polyester

blended,polyviscose.

1195 – 1795

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(all are wrinkle free)

Suits Fabric-polynosic,polywool 4995 – 7995

Blackberry’s is preferred brand of young people and 32 and 34 sizes sell the most.

WILLS

Product Specialty Price range

(In Indian rupees)

Shirts Stripes ,Checks

Fabric-100% cotton, cotton

blended.

1195 – 1995

Trousers Fabric-100% cotton,

cotton+nylon+lycra,linen

blend .

1195-1895

ACCESSORIES

This department has a product mix of –

Ties,Handkerchiefs,Belts,Caps,Bags,Innerwear ,It contributes 4% to the Splash sale

Sam Browne cowboy style

Braided belts

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Product Brands offering the

product

Price range

(In Indian rupees)

Ties Van Huesen

Satya Paul

Louis Phillip

Code.

Arrow

Zodiac

399 – 1295

Handkerchiefs Zodiac-Plain (pack of 3 )

Printed (pack of 3 )

Plain (pack of 3 )

Van huesan (pack of 3)

115

125

195

149

Belts

Leather Plus

Code

Le buck

Bulchee

Forca (casuals)

Pepe (casuals)

Van Huesen

399 – 999

Caps ZYNC

Uni Style

Levis

Nike

Adidas

Reebok

299 – 695

Bags Adidas

Retro

ZYNC

Proline

Footloose

Pepe

199 – 950

799

3000

599

Swim goggles Adidas 750

Footballs Adidas 1090

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Wristband Adidas 260(for 2 packs)

Headband Adidas 350

Innerwear

Size:

Small: 80-85 cms

Medium: 90-95cms

Large: 100-105 cms

Extra large: 110-

115cms

Tommy Hilfiger

Chromozome

Van Huesen

Jockey

85 – 550

TOMMY HILFIGER

Product Specialty Price range

(In Indian rupees)

Briefs Boxer

Normal

445

199-299

Vests Meshed, plane, and ribbed

Crewneck half and

sleeveless

425-650

JOCKEY

Product Specialty Price range

(In Indian rupees)

Briefs Jockey zone collection-

(Fashion bikini-hi-cut,

modern boxer brief,modern

brief)

Elance collection-(skant brief

–hi cuts and contour brief –

79-230

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low waist,Y-front,string

bikini)

Vests Meshed,plane, and ribbed

Crewneck half and sleeveless

79-220

CHROMOSOME

Product Specialty Price range

(In Indian rupees)

Briefs Boxer

Normal

445

199-299

Vests Meshed,plane, and ribbed

Crewneckhalf and sleeveless

Club muscle-tee(not neck

tight as sleevelessmuscle-tee)

425-650

100% combed yarn is almost in all the brands .It is removal of short fibres and cleaning .It results

in finer ,more durable ,high quality fabric which requires little ironing.

Types of Briefs:

Boxer style: at or near true waist, leg sections extending to thighs. it has varieties like woven

boxers, knits boxers, boxer briefs etc.

Bikini Briefs: Usually lower than true waist, often at hips, usually no access pouch or flap, legs

bands at tops of thighs. Types are high-side bikini briefs, low side bikini briefs, string bikini

briefs.

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trunk thongs without sleeve vest half sleeve vest

Brief bikini string bikini Brief bikini string bikini

ETHNIC

It contribution 2% on Splash sale

Brands Styles Price range

(In Indian rupees)

Vivaz Long kurta+string trousers.

Fabric –silk, cotton,

handloom cotton, rayon.

599 – 1199

Vanshik Kurta+ pyjama

Fabric –silk, cotton, linen

blend, cotton+silk.

1195-4000

There is standard operating system followed by Lifestyle.

SEASONS

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Month Sale level Reason

April Low Exams

May High Kids promotions

August High Off sale

September Low Off sale in august

No occasions

October High Festival period

January Low Recent Christmas purchases

February High Off sale from mid of

January

The peak periods are Oct, Nov, Dec, Jan because of festival season that is Dussera, Diwali,

Christmas, Ramzan, New Year & Sankranthi.and April, May, June because of marriage Season

The lean period are March / Sep because the off sale ends in Feb and Aug respectively

ALTERATIONS

Usually length, waist, sleeves and side seams are altered. Sleeves are also attached to

sleeveless kurtas.

Four tailors are employed.

Usually time taken is 1 hour but during off sale 24 hours are taken.

A book is maintained for records of alterations

White slip from the book is given to the customer, pink is given to the tailor and yellow is

kept for reference. If the customer loses his white slip, another declaration for lost

delivery slip is given to him.

The altered merchandise can be collected from the delivery counter.

EXCHANGE

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Spring summer(Feb 15 – May 31)

106 Days

High summer(June 1 – August 14)

75 Days

Autumn(Aug 15 – Oct 31)

78 Days

Winter(Nov 1 – Feb 14)

106 Days

Exchange is usually required for – sizes, gifts, color bleeding.

If there is manufacturing defect fund and there are no more pieces of the same

merchandise present then cash is refunded to the customer, it also includes the case of

extreme cases then also cash refund takes place.

POLICY –

1. Exchange is allowed within 15 days of purchase, provided – items to be

exchanged are intact, unused and n good condition along with original lifestyle

barcode.

2. Original invoice is produced as a proof of purchase

3. No exchange is allowed on –Ladies bags, cosmetics, perfumes, toiletries, watches,

jewelers, CD’s, lingerie, socks, undergarments, glassware, furniture and electric

appliances for hygienic reasons.

4. Validity of credit note will be for six months from the date of issue.

TRIAL ROOM POLICY

Take a token from the security personnel.

Please take not more than five garments at a time.

Check your belongings before leaving the trial room.

Please avoid any stains on the garment.

Management is not responsible for any loss.

MARKETING

All marketing activities are centralized and there are some exclusive major promotions.

Four in store promotions: The in store promotions enhance sale.

Time during the year Promotion

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Vice president

Business manager

Marketing manager

May Kids festival

June Youth festival

November Diwali / Dussera

December – January Christmas/New year

THE CUSTOMER LOYALTY PROGRAM(CRM)

The customer loyalty program is – THE INNER CIRCLE(TIC)

This program is mainly to build a relation with the core customers.

This program started in 2001 with a base of 10000 customers, now Hyderabad Lifestyle

has 108000 base, out of which 40000 is the active base that are regular

Policy –

1. The card can be got on purchase of products from Lifestyle worth Rs. 2500 or on

payment of Rs. 150.

2. Add on card is available for member’s spouse or family members on payment of Rs. 100.

3. Special benefits and value offers are offered to the members.

4. One point is awarded on every Rs. 50 spent at Lifestyle

5. On every 100 points, member gets Rs 70 credited to the account.

6. For every denomination of 143 points a gift voucher worth Rs 100 can be collected.

7. This GV if more than the merchandise purchased then a consumer is given credit note

worth the difference amount. Lifestyle has GV in multiples of Rs 100.

8. Rs 100 as a fine to reissue TIC card by just telling their names, Number of points,

telephone number, e-mail id, company’s name, city, landline phone Number, if one

loses, damages the TIC card.

SOME MORE FACTS.

1. While making the purchase the TIC membership card is to be presented o the cashier.

Points will be credited upon the presentation of the card.

2. Points once redeemed against a purchase can in no event be re credited.

3. Points will not be awarded in case of sale period, special offers and on credit notes.

4. No cash refund for the purchase made on membership card.

5. Card is not valid for the Lifestyle staff.

Front end operations –

Issue of cards, Issue of gift vouchers, Issue of promotional product, handling loss of card.

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Back end operations –

All the front end activities are documented; Reports are prepared such as – stock report, gift

voucher report, and daily cash transactions report.

CREDIT CARD AND TIE UPS

To give better value to the customer a credit card facility is provided in association with SBI.

Lifestyle has a tie up with SBI and issues SBI Lifestyle card and it is co-branded card .It is like a

credit card and extra benefit is provided to members on their purchase of Rs 100 ,they get 4

points through SBI credit card whereas through TIC card 2 points are added. The credit card has

a grace period of 50 days without rate of interest. This helps to improve sales, as people buy

more on credit and thus increases data base also.

Features of the card is that it globally accepted credit card and points are redeemed at SBI where

they give the customer a GV.

Tie ups allow customers to get discounts at these places upon showing their TIC membership

cards. This gives customers an added advantage of being TIC member.

Every location has different tie ups

Tie ups for this quarter are with –

Spice land holidays

Subway

Bombay vihar

Tandoor restaurant

Ayur care

LOYALTY PROGRAMS IN OTHER STORES

SHOPPERS STOP

The customer loyalty program’s name is – first citizen

A customer can become a member upon payment of Rs.150

Categories are classic, silver and gold cards.

On the purchase of merchandise upto 2500 ,a consumer is liable for classic card in which

he gets 1 point for every 100 Rs worth purchase;

On the purchase of merchandise upto 10, 000, a consumer is liable for silver card in

which he gets 2 point for every 100 Rs worth purchase.

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On the purchase of merchandise upto 40, 000, a consumer is liable for golden card in

which he gets 3 point for every 100 Rs worth purchase. One point = 0.07 points.

Additionally, First Citizen cardholders earn 2 more points on every Rs100 in case of

golden card consumer and 1 more points on every Rs100 in case of silver card consumer,

purchasing in-store brands like ‘Stop’ and ‘Kashish’or Life,Vettorio Fratini and Austin

Reed.

A card expires when not used for 2 years; a grace period of 2 months is allowed for a

classic card holder whereas for silver and gold card holders are given six months. It is

valid all over India, in all 20 Shopper’s stop stores. It has a co-branded with city bank.

ORGANISATIONAL STRUCTURE

WAREHOUSE

Business manager(Mr. Sandeep Naraian

Store manager(Mr. Shiva)

Asst. store manager (Mr. Sreenivas)

HR department(Mr. Mohan Kumar)

Finance department(M.N.Rao)

Marketing department(Mr. Nagender Singh)

Concept manager

Merchandise controller Supervisor Jr. Supervisor

Sr. Customer sales representative

Customer sales representative

Vice president(Chandraseker)

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Warehouse is a place where consignments of products are stored before they come to the floor.

Here the products are processed and then dispatched to the floor. Warehouse is the backbone of a

retail large format store, as replenishments and they being timely are very important.

Lifestyle has two ware houses. One is located at Kompally, which is holds furniture, and is

generally closed, as per requirement the Lifestyle ware house staff goes there to get the required

product. The other is located at Tarbund; this is the main and fully operational ware house.

Address: Lifestyle international private limited

Ware house, 176/2,176/3,

Satya towers, Tarbund ‘X’ roads,

Secunderabad – 500009

About warehouse:

This is located on the main road and has easily accessible entry. It is located 7 kms away

from the Lifestyle store, 5 kms away from the Secunderabad railway station, and 5 kms

from the airport. This shows the prime area location.

The layout of the ware house is also such that entry and exit point is clearly visible from

the manager’s cabin.

The layout area is 18000 Sq.Ft.This place has sufficient area to park 8 trucks and 2 cars.

For safety fire extinguisher, dry chemical powder extinguisher and a first aid box are

available.

For security, security guards are posted for all 24 hours on both the floors.

For Splash, the number of staff is 26 out of which 9 are permanent and 17 are outsourced.

The time to accept local deliveries is at and before 2:30 PM and for interstate deliveries it

is at and before 5:00 PM.

The lead time for local purchase order is 3 days and for interstate 4 days for Mumbai,

3days for Chennai and 7days for North India.

WARE HOUSE

The warehouse is divided into three departments

Ware house

EDP (Electronic Data Processing)

Inventory

WAREHOUSE ORGANISATION

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DEO DEO DEO DEO(data entry operator)

The organizational hierarchy in warehouse for splash is as follows

The buying is centralized as well as decentralized. Central buying centre to warehouse- a

purchase order is generated at the Bangalore office, which is the buying office for all the lifestyle

stores. Merchandise once received is distributed to the various warehouses. In case of local

suppliers deliveries are directly made to the respective store.

ACTIVITIES AT THE WAREHOUSE

It’s the link between the buying team and the retail store (Operations).It receives the inventory

records it, puts barcodes and security tags on the goods and transports it to the store. It keeps the

return stock does the required paper work .the warehouse is important because if it does not

make the goods available at the right time in the store customers and revenue would be lost. The

goods in the warehouse are arranged concept wise and in the concept its arranged brand wise,

category wise, space wise. All the promotional items are placed on top of the shelves.

Business manager

IT coordinator

Ware house manager

Inventory controller

Inventory assistant

Supervisor

Sr. warehouse assistant

Assistant

Helper

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The operations regarding warehouse:

Receiving the finished goods: it’s the first basic operation of the warehouse .The buying

team at Bangalore decides the quantities that have to be bought and forward the copies of

the purchase orders to the respective warehouses. The warehouse has to receive these

stocks. The order must receive before the PO expiry date or else its rejected.

1. Receive goods from suppliers

2. Enter in the security register

3. Inward stamp(date time and serial number)

4. Goes to cabin

5. Make MGRN

6. Then it goes to the concept and would be registered in the inward register.

Physical checking of the goods: the goods are manually checked and shortages or any

discrepancies in the orders are seen.

Storing the Goods: the goods are then stored in the warehouse in the respective concept

places allotted.

Allocation of the goods to the shop floor:

Organizing deliveries. The warehouse has its delivery vehicles and it delivers the

merchandise to the store as and when required to.

Warehouse transactions:

1. Inward: receiving the goods

2. Processing and storing: physical checking and recording

3. Outward: sending the goods to the store:

Check that security tag is fixed.

Scanning, Inventory checking, EDP processing, Stock transit note, packing slip, Gate

pass.The goods then are assembled in the dispatch zone.

4. Returns: Unsold goods and damaged goods are returned to the warehouse

Purchase returns, Non moving goods returns, Quality returns, merchandising returns,

Consignment returns

Returns of stores must have an accounts approval note to verify the balance available of a

particular supplier.

5. Damage handling. Damages are classified into the following

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Showroom damages and

Transit damages (can be claimed for insurance)

DOCUMENTATION IN THE WAREHOUSE

Documentation plays a vital role in systematic record of stock received, stock maintained and

replenishment.

Registers maintained in the concept:

Inward register, Show room returns register, supplier return register, Stock register, Pullout

register

Books maintained with concept:

Inspection report, Discrepancy report, Stock transfer challan, packing slips, Stock transfer

note

DISCREPANCIES IN PURCHASE ORDER

1. PO not available along with the interstate/ local delivery.

2. Excise duty not taken in PO.

3. Invoice quantity exceeding ordered quantity.

4. PO is received but item master not received.

5. Master for amendment not received.

6. Mismatch of the following in the PO and invoice –Unit price, Maximum retail

price,Discount,Tax,Size and quantity,Colour

INSPECTION

Inspection is done to not only get the perfect count of material, their custody and maintenance

but also to check their physical condition. It is done while receiving products as well as when

dispatching them, concept wise.

INSPECTION DEPARTMENT

1. Check the carton’s condition

2. Check the product packing internally

3. Check the product style, size, color of the products.

4. Observe the nature of damage (if any).

5. Detect the excess and shortage quantities (if any).

6. Detecting the incomplete sets (if any)

. ELECTRONIC DATA PROCESSING:

85

The EDP people are using software called BOSS (back office stocks and sales system) that has

been developed by landmark group. The showroom uses software called LANPOS (landmark

point of sales)

G.R.N

COST SHEET.

RETAIL SALES REPORT

BAR CODING A PRODUCT

Bar code is developed by the team at the head office; it assists in storage, inventory control and

other activities which require automatic identification facility. It eliminates human errors that

may happen during data entry. With built in self checking features, bar coding can bring about a

very high level of accuracy in stores’ activities. When a product is received at the warehouse, a

barcode is printed and stuck neatly and systematically on the product tag (or Lifestyle’s tag).

The barcode is used life style has a 13 digit bar code. The first two digit of the bar code are the

concept cod and every concept is further divide into departments and each department has groups

and subgroups

Consists of 13 digits

0390123459999

The first two digits (03) are the concept code i.e. Splash.

The next two digits indicate – Product belongs to interstate or local or consignment stock.

(01 – Interstate outright, 80 – Local, 90 – Consignment)

The next set of 5 digits indicates – Product style

The next two give color code.

The last two digits give the size.

Along with the bar code, we can find the particular product belongs to which Department, Group

and Sub-Group; Supplier name and in which month it was processed.

SECURITY TAG

Lifestyle is a large departmental store where customers are allowed to feel, touch, try and then

buy the products. The customers are allowed to collect the merchandise that they are going to

buy, in a shopping bag for billing, which is very near to exit point. This may lead to the

temptation of taking away the product without paying for it, to protect Lifestyle’s

interests ,security tags are attached to the product.

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TYPES OF TAGS

1. Hard tag

2. Soft tags

Hard tag are the tag that are made of plastic and has a metal pin for fastening it to the product

(usually denims, shirts, hand bags, etc.). This tag is removed at the point of sale with the help of

a magnetic tag remover. This tag can be reused and the soft tags are the tags that are small and

undetectable at a casual glance. They are stickers stuck on hard materials such as books, or inside

slip on shoes. These tags are sometimes inserted into hard plastic case which makes them

undamageable and reusable. These are then, slipped in socks or other such products. They can be

fastened to products with the help of nylon strings/connectors which are cut at the point of sale.

INVENTORY

1. Perpetual inventory report: Retail method of accounting ,whereby daily sales discounts

and markdowns are deducted from book inventory, which also includes purchases and

returns ‘today’ and ‘to date’

2. M.I.S: The management information system.

Perpetual inventory report involves the following steps

Checking the inventory

Checking the records

Checking the stock transfer notes

Daily transaction report

Stock take at warehouse

Management information system prepares a perpetual inventory report and warehouse operation

report. Has to keep in contact with the corporate office and reports to them on a weekly basis.

They have to do a complete tracking of records.

Inventory control department’s objectives and goals:

To make stocks available when required, Maintain optimum level of stocks at all time,

Business operations smoothens with minimum costs and maximum efficiency, Maintain

Proper records, Generate periodical management information reports, frequently perform

Control and procedure audits and implement corrections, Perform re-conciliation of

Stocks.

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Department structure

RACKS ARRANGEMENT IN SPLASH AT WAREHOUSE

The arrangement is done -

Category wise – men and women

Brand wise

After ratio breaking, the excess is kept in the racks.

As this concept has auto replenishment, daily sales report from the store is

received at the ware house.

While returning the product to supplier due any reason, the tags and the Lifestyle

barcode is removed.

The space allotted is 5500 Sq.Ft at warehouse and it has very clearly demarcated spaces for

inspection, tagging and dispatching. It has a staff of 26 including supervisor and 4 casuals.

The space is allotted according to the quantity of products received, no fixed racks are allotted.

. REPLENISHMENT

In all sizes two pieces are ordered from the warehouse, if one piece from any size is sold, the only

the same is replaces, auto replenishment is followed. It also follows new stock break up ratio for

store that the number of merchandise to be sent to store from warehouse after arrival of fresh

stocks from suppliers.

Vice president

Location 2Location 1 Location 3

Inventory controller

Inventory assistants

Inventory controller Inventory controller

Inventory assistants Inventory assistants

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New stock break-up Ratio for the store:MENS

Group M L XL XXL

Mens knits T-shirts 2 2 2 2Shorts 2 2 2 2Pants 2 2 2 2

Mens winter Sweater 1 2 2 1Sweat shirts 2 2 2 2

Mens denims Jeans/pants 30" 32" 34" 36" 38" 40"2 3 3 2 1 1

Shirts M L XL XXL2 2 2 2

Mens casuals Shirts 39 40 42 44 462 2 2 1 1

Trousers 28" 30" 32" 34" 36' 38" 40" 42" 44"1 2 3 3 3 2 1 1 1

Mens formals Shirts 39" 40" 42" 44"2 2 2 1

Trousers 30" 32" 34" 36" 38" 40"2 3 3 2 2 1

Suits/jackets 39" 40" 42" 44"1 1 1 1

For color plus and Indian terrain,2 pieces are also send to store from warehouse of 44” sizes.

For Fahrenheit T-shirts size ratio is as follows M-3,L-5,XL-5,XXL-3,XXXL-1.

In accessories, belts and ties there are 2 pieces per size is sent to store and for caps 3 pieces are

sent to store per size.

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LADIES

Deprtment GroupLadies Ethnic Bottoms S M L XL FS

3 3 3 3 6

Duppattas M L FS4 4 6

Kurtas/Tops XS S M L XL XXL2 2 3 3 3 2

SKDs S M L XL XXL2 2 2 2 1

Ladies Formals Blouse/ T-shirts S M L XL XXL2 2 2 2 1

Trousers /Skirts 26" 28" 30" 32" 34" 36"1 2 2 2 2 1

Ladies Casuals Blouse/ T-shirts S(10) M(12) L(14) XL(16) XXL2 2 2 2

Trousers /Skirts 26" 28" 30" 32" 34" 36"1 2 2 2 2 1

Ladies Denim Shirts/T-shirts S M L XL XXL2 2 2 1 1

Jeans/Non-Denim 26 28 30 32 34 361 2 2 2 2 1

Ladies Sports Blouse/ T-shirts S M L XL2 2 2 2

Pant/Shorts/Capris XS(26) S(28) M(30) L(32) XL(34) XXL(361 2 2 2 2 1

Ladies Accessories Stoles/Scarfs/Headgears/Caps FS

4

Belts S M L2 2 2

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SWOT ANALYSIS

Strength and weakness would relate to internal environment of the store. With respect to the

given project internal environment was majorly confined to merchandise of Splash concept only.

Opportunity and Threat would relate to external environment in which store is functioning. With

respect to the given project external environment was majorly confined to merchandise that is

apparel and accessories of men’s and women’s of the competing stores that is Shoppers Stop and

Hyderabad Central only.

SWOT analysis was taken by researcher to understand the internal and external environment

influencing the functioning and growth of Lifestyle.

The internee has tried to find out the internal strength and weakness of Lifestyle through

personal observation so as to get a clear picture of areas where Lifestyle is having an advantage

and the areas where it is lacking.

The internee studied the external environment to know the competitors strength .It also studied

the merchandising aspect of the competitors so as to notify Lifestyle of the possible opportunity

which it can avail of and alert it about the threats it could likely face in near future .

The finding in this study was based on survey of basically two competitor store that is one

departmental store (Shopper stop) and other being mall (Hyderabad Central) of Hyderabad.

Hence care should be exercised in generalizing these finding to other geographical locations.

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LOCATIONAL ANALYSIS OF LIFESTYLE

LOCATIONAL ADVANTAGES:

Have a good number of footfalls since it’s located in a commercial complex with the IT

companies and other entertainment and food outlets.

Provides good parking facility

Situated on the main road so can be easily visible.

LOCATIONAL DISADVANTAGE:

Construction of flyover in the front of Lifestyle store

Improper placement of IN and OUT gate :it is rather to be reversed for the convenience

of consumer coming from Paradise

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MARKET SURVEYThe stores visited –

Shoppers’ stop

Hyderabad central

SHOPPERS’ STOP:

Shoppers’ Stop is positioned as a family store delivering a complete shopping experience. It

offers its wide range of merchandise, exclusive shop-in-shop counters of international brands and

world-class customer service. It known as a one stop shop for all customers.

Customers profile in Shoppers Stop are that they fall between the age group of 16 years to 35

years, the majority of them being families and young couples with a monthly household income

above Rs. 20000. A large number of Non - Resident Indians visit the shop for ethnic clothes in

the international environment they are accustomed to.

Ladies section has brands like – stop, Scullers, Allen Solly, Blackberry, Elliza Donnatein,

in the formal and casual wear but is very strong in the ethnic section where it has brands

like Biba, Stop, Isvarah, Haute curry, and DIY.

It also has a good range of nightwear and inner wear.

In the men’s section it has brands like Vettorio Fratini, Austin Reed, Park Avenue, and

Giovani in suits and blazers.

It has good variety in the ethnic section.

HYDERABAD CENTRAL:

Central does not fall under the same format as lifestyle yet it acts as one of its biggest

competitors. Central Mall meets the entire Shopping, Food and Entertainment needs of the

customers providing a wide range of offering to choose from for lifestyle products like Fashion

Apparels, Footwear, Travel Accessories, Jewellery, Health and Beauty Products.

Various brands operate their retail areas without any wall between them, providing a seamless

shopping experience. This makes it possible for shoppers to compare brands with ease while they

shop. This also means that the store can reallocate space more easily based on

merchandise/brand performance and customer feedback.

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With more than 300 brands for women, men, youth and home, Central aims to provide customers

with an array of options Central offers a lot of national and international brands, most of which

are available at lifestyle. The private labels that central carries set it apart, which are gaining

popularity with the customers that giving it an edge over other retailers.

Private labels

Rig (casual)

Akriti (ethnic)

Bare (casual)

Honey (women casual wear)

Annabelle(women’s formal wear)

Lombard (men’s formal)

John miller(men’s executive)

Agile (sports)

Umm (casual)

All (+size)

Spring board (designer wear)

F factor(party wear)

It has large collection of ethnic, formal and casual wear in ladies and men’s section, but

has a very less variety in inner wear section. It has large collection in ethnic wears like

Neerus etc.Exchange is allowed within 14 days of purchase, provided – items to be

exchanged are intact, unused and good condition along with original barcode. It clearly

specifies that exchange can’t be entertained on Saturday and Sundays.

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LIFESTYLE

WOMEN’S WEARS DEPARTMENT:

STRENGTH:

Style, fit and quality is a major strength in SKD’s and is available for all occasions. Style,

fit and size availability and color options is a major strength in mix n match.

Because there is a wide collection in ethnic wears and availability of latest fashion like in

Salwars , skirts and kurtis, block prints, dobby works, materials with small figures such

as dots, geometric designs, small floral pattern woven in fabrics, therefore ethnic wears

is strength. Ethnic wears caters to broad age group as merchandise is for young and

mature class.

Style, fit and quality and collection is a major strength in formals in brands like Allen

Solly and Expozay.

In denims, style, fit and quality is a major strength in jeans.Pepe and Levis has good

collection.

In casual, broad and deep assortment of merchandise is observed and brand like Ginger

offers suitable merchandise for current fashion at reasonable price. All the new arrivals

and fresh arrivals are given emphasis. Vast color option is appreciated in Ginger.

High quality merchandise: the quality of merchandise is significant because of national

brand in existence. And many brands under one roof therefore unmatched variety.

In lingerie, availability of major brands: Lifestyle carries all the major brands in lingerie

including its in house catering to both age groups that is young and mature class. It does

have an advantage over major competitor stores in lingerie section.

Huge customer base with most elite class as target customer and conversion rate is also

high.

Wider price range: many brands available therefore with different price range starting

from low to high.

WEAKNESS:

Problem of replenishment should be solved to ensure availability of fresh merchandise.

In ethnic wears, space available for display is less in mix n match. Lack of traditional

prints like bandhini, batik designs in mix n match that other stores do have. The

collection for ethnic wears at Central is vast with more product assortment that is broad

and deep assortment in ethnic wears as compared to Lifestyle collection that is narrow

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and deep. The brands like Neerus’s new collection in SKD’s (chudidar with umbrella cut

Kurta) at central at Rs 1990 is moving fast. Neerus has a good collection of sarees and

skirts at less cost.

In knits, size unavailability is an area of concern. In knits more style at fewer prices

should be made available. There is also less option in bigger size available.

In denims, more of display area should be there as display of latest fashion is most

important with regard to washes, fits and designs and the arrangement in shelves doesn’t

work. Need more mid waist with regular fit styles having 34 sizes.

In denims, absence of denim jackets: denim jackets should be made available.

In denims, Levis “diva’ collection is fast moving but size and stock is a problem. This

collection is moving fast in all the other competitor stores and fancy or crystal jeans are

also missing in any brands available. In Levis “Red Loop” collection is also missing (it is

more in fashion because of different types of washes.).

In casuals, XXL size was missing for shirts and T-shirts .only Zync had XXL for only T-

shirts, a larger size in t- shirts will also be appreciated by customers. In house brands do

not have details about the fabric used.

In casuals fish cut skirts are moving fast in market, but is not available in Lifestyle

except in Code style number CD SP07-PO (purity collection) that is also in FMS but

Lifestyle has only 2 piece stocks. It is available in all other stores including Shoppers

Stop in house brands and in brands like Biba.

In lingerie there is absence of option for styles in affordable brands like Juliet that has

cotton stuffs and no hosiery materials and therefore preferred by consumers. Lack of size,

color and high price is a weakness in lingerie.

In lingerie, option in nightwear is less, and product is not worth to the price and quality

and variety need to be improved. There is also less options available with respect to size,

color. In sweet dreams it has only 3-4 options available and in C and G strings also, it has

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very less options available. Long night wears are also less available. There is less options

in sweet dreams and enamor. In C and G string also, it has only nightwear of 3-4 length.

Satin nightwear also not available, except Enamor which too has less option.

Feeding nightwear is missing .Maternity nightwear and maternity panties are less in

options and are only available in Sweet Dreams and Lady Care respectively.

In formal wears, 36” size trousers is available only in Allen solly and Expozay for ladies.

Maternity wears are unavailable: Consumer asks for maternity office wears that is

available in shoppers in brand like “Mothercare”.Also Central has brands like “All” that

is plus size zone for extra sizes.

In accessories, lack of variety, style and color-More styles in fashion bags and stoles are

required.

Less of mannequins and absence of any moving mannequins is a weakness, also dresses

of mannequin is not frequently changed and accessories like,shoes,stoles,necklaces

ties,caps,bags and bracelets is also not be their part and shelf talker is also not always

been placed .Therefore visual merchandising is not satisfactory as the competitors.

The location of alteration is inconvenient for the ladies as they do not like to get

measured in front of mass near escalator. .

OPPORTUNITY:

Tie up with manufacturers: an opportunity to have tie ups with manufacturers can lead to

more of margins and some offers can be put on with tie ups with manufacturers. LCDs

can also be placed at different places and visuals of different brands available must be

played, this would earn revenue from brands as well as entertainment to shoppers .This

strategy is adopted by retailers like Shoppers Stop, Central, Trouser town etc.

For better visual merchandising at less cost, podiums can be sold outs to particular brand

and thus the responsibility for visual display and merchandising can be handed over to

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that very brand. Thus they go for fresh arrival display with their new ideas and different

types of mannequins at their cost.

Introduction of more Private labels: more margins can be generated with new styles

leading market and fashion industry. It has already introduced two international brands

— Kappa (an Italian sportswear brand) and Bossini (a Hong Kong-based casual wear

brand). Negotiations are on to launch more international brands to be sold through its

Lifestyle.

In accessories, fashion bags and jute bags can be stocked to make accessory section more

appealing. Stoles of different fabric and color can be stocked. Fashionable belts can be

introduced and can be displayed adjacent to denims.

The styles in skirts have to be introduced.

In lingerie, with more and more women taking western wear which have more

pronounced cuts, demands for well fitted innerwear has grown .Lifestyle enjoys

monopoly in most brands available so replenishment must be proper.

More walking space thus generated and more of display for denims could be made to

show washing and style. Visual merchandiser is a requirement at store level

THREATS:

Shoppers have SKD’s in BIBA in a wide range of 895-5095.it has good style at

reasonable price in its in house brands also.

Kurta with good design at fewer prices is available at shoppers at Rs 399 and in casual

salwars also, prices are also reasonable. Display capacity is more at central and shoppers

in ethnics.

Fabric pieces (ready to stitch) are also available at Shoppers (DIY) for SKD’s at Rs 495

onwards, and at Central in Neerus & Biba carrying unstitched suits collection.

Designer wears at shoppers’ Buzz” available at affordable price and is exclusive wears.

More of ethnic wear at both stores that is sarees and ghaghara.

Shoppers Stop has large variety of surface textured ex rubber prints, hand painted, spray

paint, on kurtas.It had dupattas of bandhini and batik.

More of women’s malls being emerging is a threat as increase in number of women

visiting malls, some retailers are considering the concept of malls that would cater

exclusively to women customers. An estimated 12 malls are expected to come up over

the next 2-3 years that focus on attracting women, whether they are housewives or

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working women. These malls would offer only women-centric products and have an all

women staff. One of the first developers to make such a mall is Sun City developers who

have begun work on their first such mall and plan to make 5-6 more women focused

malls. Aerens Group who have developed the Goldsouk and Wedding Souk malls are

also likely to build a woman centric mall. Delhi’s Ansals Plaza, one of the capital’s first

malls is also working to create special zones for women related products.

In formals, Shoppers Stop has variety of trousers with different colors in Blackberry.

Blackberry tops are also there at price 400-700.

LIFESTYLE

MEN’S WEARS DEPARTMENT:

STRENGTH:

In formals, pricing in formal shirts is a strength of this section, availability of wider price

range that is from low to high .availability of national brands under one roof and variety

of brands, regular, premium, and budget is also a strength and in formal trousers, it has

good color options and also highly satisfy in style and fits to consumers.

In formals brand like Code, shirt is the fastest moving in less price range category and

earns most of the profit to the brand. Fit is also the main attribute, it has introduced

various shirts with slim-fit which is not available other formal brand.

In casuals, price satisfaction is highest in both shirts and trousers with exclusive party

wears collection in Zod and V.In casuals, lots of brands are available.e.x. Color plus,

Allen solly. High quality merchandise: the quality of merchandise is significant because

of national brand in existence. And many brands under one roof therefore unmatched

variety.

In innerwear, availability of major brands: Lifestyle carries all the major brands in

innerwear including international brands catering to both age groups that is young and

mature class.

Huge customer base with most elite class as target customer and conversion rate is also

high.

Offering suitable merchandise for current trend where new arrivals and fresh arrivals are

given emphasis.

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WEAKNESS:

Unavailability of sizes is a serious problem

In formal, color unavailability among trousers is a problem.

In formal shirts Louise Phillip, “Perma press” collection is missing but is available in

central at Rs 2000 and above and is fast moving. Lifestyle has only “Gods and King”

collection in it that is also wrinkle free and is similar to Van Huesan “worldwear”

collection and “True Tech”, both are non-iron .

28 waists is missing in formal trousers except in Blackberry and Code therefore, in

casuals, size unavailability is a problem.

In formal suits, consumer asks for light color option, Lifestyle has only blue, black and

grey options. Lifestyle also miss brands like Urbana for suits and blazers targeting

premium segment and its exclusivity is its fabric that’s techno fabric like stain free, sweat

free, cooling effect etc and is available at central and brand like Shapes are missing that

has wide collection and is very trendy for Swede type fabric and some cases leather type

collars on different fabric at Rs 4000.

Tie stands must be made available.

More walking space has to be generated in menswear department for hassle free

shopping.

In casuals, only corduroy jacket were available and that too of “master of cords’

collection and ‘V-Nova” collection of blackberry only.

In casuals, Indian terrain brand has less stock “outback” collection in shirts with regard to

colors. In Dockers also competitors like Central carry good and wide collection with satin

finish, and prints which is not in Lifestyle. In allensolly, “Neo-uncrushed” collection for

trousers is also missing and even deviation collection and micro fiber collection for

trousers has less stock and only 3-4 color options were available. These are all fast

moving in other stores. The specialty among them must be highlighted that is Mobile

phone pocket attached to it.

In formals and casual collection, limited stocks in linen trousers were available that is

only white ,beige and off white shades are available in menswear ,even Van Huesan’s

linen trousers are also missing.

In denims, absence of trendy collection e.g. Torn jeans or John Abraham collection from

Wrangler are unavailable. Worn out and rugged look are in only Spykers .In Levis,

collection like 530,517,511,506 etc are available but 501 is missing, it is more trendy

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torned at knee and it has button fly jeans ,it is FMS in central .Lifestyle has button fly

jeans only in Spykers and is moving fast. Levis “signature collection” (that is more basic

designed) and “red loop” collection is also missing (it is more in fashion because of

different washes)and Levis “street mine” collection(its trendy and casual) is also missing

Improper displays of denims is a weakness as the most important is fit and wash among

denims, and arrangement in shelves doesn’t work.Absence of denim jackets is observed;

whereas other stores do have it may it be less stock.

Party wears blazers should also be introduced as brand like Theme that is “formals and

fashion” and is more youth oriented and has blazers without button also blazers with zips.

In innerwear, Lifestyle doesn’t have any brand in V- neck vest and there is unavailability

of plane colored boxer brief in Tommy Hilfiger as only color block boxer brief in all

sizes were available. There is no designer wears as VIPs designer collection that is at

reasonable price and is fast moving at central.

In ethnic wears, Vanshik has all broken size stocks esp. 42” and 44”, whereas more sizes

especially 38” and 40” is required. In ethnic wears there is no designer wears as Shoppers

Stop has ex. Suneet Verma, Rohit BAL, Ashish Soni, Raghvendra Rathore, Shantanu and

Nikhil, Anshu Arora, Priyadarshini Rao at above 795 only.

In knits, messages T-shirts are unavailable like that of Tantra in menswear that is

available at all leading stores.

Lack of menswear accessories is observed .Stocks in belts and caps are very less as

compared to competitors and also the option are less.

OPPORTUNITY:

More of ethnic wears san be introduced and made available for all occasions.

Designer wears is also a good options and is also a range of exclusivity.

More brands are required in formal wears as very less brands are available.

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Introduction of more Private labels: more margins can be generated with new styles

leading market and fashion industry. It has already introduced two international brands

— Kappa (an Italian sportswear brand) and Bossini (a Hong Kong-based casual wear

brand). Negotiations are on to launch more international brands to be sold through its

Lifestyle.

Trendy and casuals brand for jeans and shirts can be introduced like brands like Push and

Shove at Shoppers Stop (fashion and accessories), that has embroidered and torn outs

designs and is moving well. The same strategy can be for Lifestyle in-house could work

on and Forca could have boot cuts styles. Messages T-shirts are unavailable like that of

Tantra in menswear so that should also be introduced in In- house labels.

In accessories, fashion bags and jute bags can be stocked to make accessory section more

appealing. Sports wears section can be made more attractive by better visuals and more

new collection.

More walking space could be generated and more of display for denims could be made

to show washing and styles

More size options can be generated.

Casuals and denims has better scope to do well as market requires trendy collection, so

better opportunity to keep young collection.

At Shopper Stop , First Citizen cardholders earn 2 more points additionally on every

Rs100 in case of golden card consumer and 1 more points on every Rs100 in case of

silver card consumer, purchasing in-store brands like ‘Stop’ and ‘Kashish’or

Life,Vettorio Fratini and Austin Reed ;similar policy can be introduced in Lifestyle on

the purchase of in-house brands Code and Zync

THREATS:

Emergence of exclusive brand outlets and specialty store is a threat.

Better collection and their availability in other competitive store is a threat.

Display capacity and walking space is more at central and shoppers.

Designer wears at shoppers’ Buzz” is available at affordable price and is exclusive wears

collection.

The in house of brands of competitive stores has innovative design, fit and quality fabric.

E.g. the design of “John Miller” made in Italy.

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Competitive stores, which has more young collection and are youth oriented is a threat as

they cater to youth segment that is around 70% of Indian population less than age 35.

SOME MORE OPPORTUNITIES AND THREATS :

Marketing strategies should be made stronger by any tie ups with media to promote the

brands.(Ex. Pantaloon with times group, and now sponsoring cricket match).

Tie up with manufacturers or brands: an opportunity to have tie ups with manufacturers

or brands can lead to more of margins and some offers can be put on with tie ups with

manufacturers. LCDs can also be placed at different places and visuals of different brands

available must be played, this would earn revenue from brands as well as entertainment

to shoppers .This strategy is adopted by retailers like Shoppers Stop, Central, Trouser

town etc.

Need coverage in local TV channels. Westside, Pantaloons are doing the same.

At Central denim exchange offer were running where a consumer can get Rs 200 off

on old denim for the purchase of new denim. Few days back same offer were there at S

Shoppers Stop but it had an exclusive offers to get designs created on denims purchased

For all Arvind Mills brands and for rest at the cost of Rs 200 only. Now Central has

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offers of nail art, body art, and caricature wee all free of cost but T-shirts design and denim

design were at the cost according to the size of designs .Now .Central has SKD’s

exchange offer where on the purchase of above 3001 a consumer can get Rs 777 off on old

SKD’s, and on the purchase of above 3001 a consumer can get Rs 777 off on old SKDs,and

on the purchase of above 2001-3000, a consumer can get Rs 555off on old SKDs, and on

the purchase of above 1001-2000, a consumer can get Rs 333 off on old SKDs, and on the

purchase upto 1000, a consumer can get Rs 222 off on old SKD’s.

Visual merchandising is not satisfactory as the competitors. Visual merchandising is a

practice that supports retailers in presenting their retail space in the best possible way to

maximize sales. It helps a lot to educate the customers, creates desire and finally

augments the selling process. It helps in drawing the attention of the customer to enable

them to take purchase decision within shortest possible time, and thus augmenting the

selling process. More of mannequins and moving mannequins can be introduced and

dresses of mannequin is to be frequently changed and accessories

like,shoes,stoles,necklaces ties,caps,bags and bracelets must also be their part. It helps

in establishing a creative medium to present merchandise in 3D environment, thereby

enabling long lasting impact and recall value. Shelf talker must always been placed.

Mannequin forms bring clothing to life making it more enticing. Mannequins Breathe

Life Into Window & Store Designs.

At Shopper Stop , First Citizen cardholders earn 2 more points additionally on every

Rs100 in case of golden card consumer and 1 more points on every Rs100 in case of

silver card consumer, purchasing in-store brands like ‘Stop’ and ‘Kashish’or

Life,Vettorio Fratini and Austin Reed ;similar policy can be introduced in Lifestyle on

the purchase of in-house brands Code and Zync.

OBSERVATIONS

The in house brand’s collections’ names should have some explanation to it

convincing the customer about its exclusivity in ladies wears ex. “Hippie

Chic”,”Odysseus”,”Azure Appeal”, “Horti Couture” in Kurtas of Mélange and “beach

culture” collection in Zync for men’s.

Both the trial rooms are not easy to locate and have very less space outside for people

accompanying the customer. The location of the trial rooms in ladies section seems

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awkward. (they are located beside the lingerie section) - Women are left with less

space in lingerie section when people accompanying the customer block there.

The customers should be given shopping bags by sales force, if they don’t know

about it.

The pathways and display tables must always be clear of any non trading material.

Absence of measuring tape with the staff members.

Lack of product knowledge among lifestyle staff and brand guys .Lack of knowledge

about promotional offers among staff members including TIC .Consumer must be

made aware of promotional schemes at entrance through standy banners.

Staff members are busy among themselves and many a times consumers have to face

problems to know details about product and no staff are available.

CSR must always present them very well and must know their products.

Merchandise must always be replenished on time.

Lifestyle should target more on the age group of 25-34 yrs, which constitute a major

chunk of the customers coming for shopping in Lifestyle.

Lifestyle can launch more brands in formal wear in premium range because range of

Code is low price or Code can offer more merchandise in premium range.

SOME MORE OBSERVATION AND SUGGESTION.

For any exchange, the respective concept personnel are called thereby causing inconvenience to

consumers with respect to time and so on. Therefore exchange counter staff must be aware of

exchange procedure and must be authorized to act on his own and at special case the concept

personnel should be called.

Services problem is also observed .Ex. irregular music, not working escalator and sensormatic

machine, problems with A.C., problems in proper lighting, lack of manpower problems as a

whole esp. at cash counters, at gift wrapping counter, at TIC, at promotion counter, at alteration

counter. All these affect the total ambience of the store and act as a disadvantage from other

retailers. There should be premium class services for premium class consumers.

Complaint of system collapse because of UPS, at cash counter where no system works and

consumer had to wait for long and staff had to issue manual receipts.

Staff members are busy in arranging and folding the merchandise as customer sees much

merchandise and tries because most of them are on shelves and display is less.

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CSR must be given daily print outs about the stock availability at back store with style

numbers so that he can check it out instantly and may not require to go always to back store to

check on consumer demand.

Proper stock availability of promotional gifts must be assured as promotional gifts had ended

during offers are also observed.

Suggestion box is also to be put all places.

Drinking water must be made available at level 1.

Staff retainment programme must be there to avoid frequent switchover among staff members

by providing more discounts to them or by providing incentives to them.

Expansion is also an option to increase product assortment either by dismantling or compacting

TIC office, back store or by back office.

Stools for seating are a must at some places, where they do not block the way, as people sit on

the promotion table that can break the fixture.

Trained staff at cash counter must be so as to avoid inconvenience to the consumers with

respect to time also it’s very embarrassing when customer after getting billed and during exit

there comes a beep due to staff negligence.

Marketing strategies should be made stronger by any tie ups with media to promote the brands.

(Ex. Pantaloon tie ups with times group, and now the of sponsoring cricket match).

At less cost and in order to promote visual merchandising, a suggestion could be to sell

podiums to brand and the responsibility for VM goes to them.

Promotion of laptops, mobiles, cameras were there as a part of what women want festivity offer

but proper display was not made because of security reason that it didn’t have tags.

For visual merchandising, better theme displays can be created, seasonwise and wide awareness

could be made. Merchandise must be continuously arranged properly, as soon as the customers

leave the place .The tables should not be heaped with new merchandise, it should be well

arranged and the products on display on mannequins should not show the price tags.

New styles should be well communicated, do not confuse the customers by mixing styles.

LEARNINGS

During the course of my internship I was exposed to the operations aspect of retailing. I learnt

that apart from having a good store ambience and merchandise mix what a good retail store must

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also have is a knowledgeable sales staff. Product knowledge is extremely important for all the

staff. It helps one to understand why a particular product does well than its counterparts and

hence the buyers can make the buying plan accordingly. So a lot depends on the feedback that

the managers get from the staff on the floor. I also got to know about the taste of Indian

customers the basic designs, trends, styles, patterns they want in the apparels. Today this sector

of apparel market is booming like any thing. It is the good signal for the Indian market. It’s a

positive sign for Indian economy also. My learnings which I got to know after mine internship:

• To be acquainted with apparel market, its scenario and its growth potential. In-house

trying out the different combinations in styles, colours and fabrics.The designers are

trying to create different styles in Indian apparels, which are indowestern styles

especially in ethnics.

• To get a view of warehouse, its operation and function.

• To make systematic and analytical approach through surveys and understand apparel

segment in the market and conclude to SWOT analysis of “Splash”, a part my project.

• To get acquainted with ground level realities of the store and basic work culture like to

take measurement at alteration counter, arranging and folding of merchandise, handling

exchange counter, cash counter and promotion counter, customer handling, doing

announcement for the promotional offers and a day for VM ,the experience was amazing.

The following are some common learning that I had during my internship.

Visual merchandising: It is the nonphysical presentation of merchandise or ideas. Visual

merchandising is a practice that supports retailers in presenting their retail space in the best

possible way to maximize sales. It helps a lot to educate the customers, creates desire and

finally augments the selling process. It helps in drawing the attention of the customer to

enable them to take purchase decision within shortest possible time, and thus augmenting the

selling process.

Lifestyle follows a standard display method in all the stores, the following are the visual

merchandising techniques used at lifestyle.

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Regular displays are done on the gondolas. It is sub group wise, size wise, style

wise and color wise.

Exclusive displays are done according to the brands (sometimes suitable

accessories are also displayed along with the shoes)

The new arrivals are displayed on the top shelves to catch the customer’s

attention. The specialty about the new arrivals, their special feature are be

highlighted.

Duplication is avoided and the display on one shelf therefore different from the

other shelf so that the customers attention is drawn towards it

Season is considered while merchandising the exclusive wall/ windows or

gondolas.

Group mannequins at entrance are for men’s and women’s gives a flow of ideas

about the concept and their merchandise mix. It helps in establishing a creative

medium to present merchandise in 3D environment, thereby enabling long lasting

impact and recall value.

Mannequins are dressed in fresh arrivals or in that which is not moving fast. Fixtures

are allotted to the brands according to the quantity of merchandise.

Best selling group are placed at the end, so that the customers see all the products

while passing through, to reach the section.

The arrangement on racks is done size wise, the top most is the smallest size and the

last is the largest size.

The section that does the best sale is placed at the end in the ladies section (ethnic).

BUYING

Buying includes the search, evaluation, and selection of the right manufacturers, those who

produce the appropriate merchandise for lifestyle. Lifestyle buying is centralized for all stores, as

it sources from abroad and across India. In a city it has a local warehouse which will receive

merchandise.

The buying at lifestyle is centralized buying done season wise by the buying team at Bangalore.

Order is placed by the buying team and details sent to respective locations warehouse to cross

check the supplies are according to the orders.

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REPLENISHMENT

Replenishment is done to fill in or complete assortment in a specific classification usually

referred to as re orders. As and when the stock are required at the store one of the following three

ways is adopted for replenishment:

1. Local: done by the merchandiser controller after notifying the buying office.

2. Interstate :done by the corporate office

3. Replenishment from the warehouse: done by concept head called as stock pulling.

TYPES OF STOCK

Core stock: Core stock is that should be available in the showroom throughout 365 days in a

year. It is the minimum level of stock that is always maintained for core styles. Core styles are

identified and then replenishment is done on a periodic basis. The suppliers throughout the year

manufacture these core styles. This is done to avoid any lost opportunity in the sales on the basis

of their styles. For e.g. regular fit jeans.

Fast moving stock: Fast movers can be regular items or fashion items regular items which sell

fast on floor are ordered according to their sales and target sales.

DISCOUNTS :

Discounts are given according to the age of the stock. Sometimes, color does not move and it

becomes necessary to mark them down. The discount percentage is determined according to the

age of the merchandise. Broken are one or two pieces left in a particular style, color size. Mostly

broken are here in fashion stocks and fast sellers. They are put on discount according to their

age. During the off sale the amount of discount to be offered on a particular item is determined

by its age.

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