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Merchandise Planning Project on Fabindia

Merchandise Planning Project on Fabindia

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    C:\Fakepath\Merchandising Fabindia Ppt C:\Fakepath\Merchandising Fabindia Ppt Presentation Transcript

    • Merchandise assortment and merchandise policy of FABINDIA
      • S UBMITTED BY:
      • DIKSHA KHANNA
      • RASHMI NANDAL
      • SHIKHA KANDHARI
      • NIFT,BANGALORE MASTER OF FASHION MANAGEMENT
    • HISTORY OF FABINDIA
      • Bissell established FabIndia in 1960 in order to fuse the best aspects of East/West collaboration.
      • By the early eighties, they started producing garments made from hand woven and hand block printed fabrics.
    • Contd.
      • Started as an export house has today become a successful retail business.
      • Today they have retail outlets in all major cities of India - 97 at last count - in addition to international stores in Dubai, UAE; 3 stores in Bahrain; Doha, State of Qatar and Rome, Italy.
    • WHOLESALE EXPORTS
      • Fabindia exports to over 34 countries worldwide, to wholesalers as well as retailers.
      • Products include home linens as well as garments. Exports are done on the basis of standard Terms and Conditions.
      • A special collection is developed for exports twice a year, which is showcased at the Indian Handicrafts and Gifts Fair, New Delhi in Spring and Autumn.
    • RETAIL
      • Fabindia was awarded “Best Retail Brand” in 2004 by The Economic Times of India. In 2004, Fabindia was featured as part of a CNBC special TV report on India .
    • OBJECTIVES
      • Fabindia was founded with the strong belief that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain rural employment.
      • They blended indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to today’s consumers .
      • Their endeavor is to provide customers with hand crafted products which help support and encourage Good craftsmanship.
    • PRODUCTS AND PRODUCT MIX
      • The products of Fabindia in the initial years consisted of only upholstery fabrics for export to overseas markets. Then in the early part of 1980s readymade garments were added to its product line and in 2004 organic products were added.
      • In 2006 body care products were introduced. Thus, the product mix of Fabindia could be divided into three broad groups, namely Garments, Home Products and Organics.
    • PRICE RANGE
      • PRODUCTS
      • GARMENTS AND JEWELLARY
      • The collection, priced between Rs.100 and Rs.8,000, comprises ethnic jewellery in silver, beads, thread, wood, bell metal (brass and copper), clay, ceramic, leather and glass .
      • The collection - of traditional as well as contemporary jewellery, is available in three designs, Anusuya, the classical range; Ananya, the unusual and contemporary designs; and Amna, the trendy and casual range.
    • Home products:
      • The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a selection of handcrafted utility items .
      • Home furnishings – bed, bath, table and kitchen linen , upholstery fabric, curtains, floor coverings and a range of non textile products like furniture, lights, lamps and stationery.
      • for upholstery starting from 100 Rs per meter to 450 Rs per meter.
    • Organics:
      • Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs.
      • Price range for organics varies from product to product and quantity.
      • Fabindia has launched organic food products after due certification as per the standards set by the International Federation of Organic Agriculture (IFOAM) and the National Programme for Organic Production (NPOP).
    • Assortment Planning at FabIndia Stores
      • Each FabIndia Store has its own Buying Plan according to Inventory, past sales and Budget Given.
      • Each Store is given a Wallet based on the budget that is planned by Marketing People and Finance People at the Headquarters.
      • The survey done at Kormangla store has buying plan as follows:-
      • They are given a wallet for each month.
      • Buying is done after each week after checking the inventory for replenishing the stock.
      • Each Garment style has a code called style no. and to replenish that style the style no. and quantity is fed into their systems.
    • Contd.
      • Then the Stock is replenished from the warehouse of FabIndia headquartered in Delhi to the respective stores.
      • The warehouse at Delhi orders the quantity to its suppliers who sends them the finished goods.
      • The FabIndia warehouse has its suppliers in Delhi , Jaipur, Bikaner and Bhuj
      • FabIndia offers 2 types of Apparel Category with Different price Range.
      • Premium Apparel Category – It includes Silk, Cotton Chanderi and Party Wear. It forms 20% of buying.
      • Core Apparel Category – It includes Printed and Woven Cotton. It forms 80% of buying.
    • MERCHANDISING POLICY
      • Exhibitions play a crucial role in promoting the new products launched by fabindia in different seasons.
      • They use advertising in the form of print media, mobile networking and posters and hoardings
      • Fabindia promoted its products, mostly through posters, word of mouth and events.
      • The youth leaders who patronized Fabindia garments were like brand ambassadors for Fabindia.
      • The news reports also to a certain extent worked as advertisement for Fabindia.
      • Managers regularly go for field visits to explore new possibilities.
      • The ‘mystery shopper’ technique is used to keep a watch on operations in stores.
      • Their main motif is to promote the art of rural India in the fast moving fashion industry.
    • PRODUCT LINES OF FABINDIA
      • FABINDIA is offering multiple product lines. They are catering to Women, Men as well as Kid’s segment in apparels and has products in Furniture, Organic Food, Body care, Accessories, Upholstery etc. They have 18 product lines. The Product lines offered by FABINDIA are as follows:-
    • PRODUCT LINES OF FABINDIA WOMEN’S WEAR MEN’S WEAR KID’S WEAR FURNITURE BODY CARE ORGANIC FOOD UPHOLESTRY BATH LINEN HOME LINEN HOME ACCESSORIES COSTUME JEWELLERY WOMEN’S JUTE CHAPPALS MEN’S JUTE CHAPPALS KID’S JUTE CHAPPALS BAGS CUTLERY STATIONARY TABLE LINEN
      • Each product line has length which include categories demarcated to suit consumer’s needs.
      • In women’s wear the product line length includes
      • Sarees Rs 700 – Rs 4000
      • Kurtas Rs 400 – Rs 2000
      • Churidars Rs 400 – Rs 1200
      • Pants Rs 400 – Rs 1200
      • Tops Rs 200 – Rs 500
      • Tunics Rs 400 – Rs 1200
      • Kaftans Rs 400 – Rs 1200
      • Maternity Wear Rs 400 – Rs 1200
      PRODUCT LINE LENGTH OF FABINDIA
    • PRODUCT LINE LENGTH OF FABINDIA
      • 2) In men’s wear the product line length includes
      • Long Kurtas (Rs 400 – 1500)
      • Short kurtas (Rs 400 – 1500)
      • Churidars (Rs 300- Rs 800)
      • Bush Shirts (Rs 400 – 700)
      • Fitted shirts (Rs 400 – 700)
      • Ties (Rs 100 – 300)
      • Pants with drawstrings
      • Trousers
      • Nehru Jackets (Rs 400- Rs 1000)
    • PRODUCT LINE LENGTH OF FABINDIA
      • 3) In Kid’s Wear the product line length includes products for Infants, Girls and Boys (Rs 200-Rs 1000)
      • Frocks
      • Dhotis for boys
      • Shorts for Boys
      • Churidars Pajamas
      • 4) In Costume Jewelry the product line length includes (Rs 500- Rs 8000)
      • Bracelets
      • Neckpieces
      • Rings
      • Ear Rings
    • PRODUCT LINE LENGTH OF FABINDIA
      • 5) In Bags the product line length includes
      • (Rs 500- Rs 2000)
      • Hand Bags
      • Luggage Bags
      • 6) In Body Care the product line length includes
      • (Rs 100-Rs 1000)
      • Face Packs
      • Face Creams
      • Soaps
      • Hair Shampoos
      • Hair Conditioners
      • Hair Oils
      • Body Scrubs
      • Skin care products
    • PRODUCT LINE LENGTH OF FABINDIA
      • 7) In Home Linen the product line length includes
      • Quilts (Rs 1500 – Rs 2000)
      • Bed sheets (Rs 400 –Rs 1500)
      • Pillow covers (Rs 100 – Rs 400)
      • Bolster covers
      • 8) In Organic Food the product line length includes
      • Concentrates
      • Pickles
      • Flour
      • Pasta
      • Spices
      • Dry Fruits
      • Rice
    • PRODUCT LINE LENGTH OF FABINDIA
      • 9) In Home Accessories the product line length includes (
      • Rs 100-Rs 1500)
      • Lamp shades
      • Candles
      • Vases
      • Wooden Vases
      • Ceramic Vases
      • Metal Vases
      • Handmade Paper Photo Frames
      • 10) In Upholstery the product line length includes
      • Curtains (Rs 500 – Rs 1500)
      • Durries
    • PRODUCT LINE LENGTH OF FABINDIA
      • 11) In Bath Linen the product line length includes
      • (Rs 200-Rs 1200)
      • Bath Robes
      • Towels
      • 12) In Cutlery the product line length includes
      • (Rs 200-Rs 2000)
      • Bowls
      • Spoons
      • Cups
      • Plates
      • 13) In Furniture the product line length includes
      • (Rs 1500-Rs 15000)
      • Chairs
      • Tables
    • PRODUCT LINE LENGTH OF FABINDIA
      • 14) In Stationary the product line length includes
      • Handmade Paper Files
      • Handmade Paper Pads
      • 15) In Table Linen the product line length includes
      • Table cover (Rs 300 – Rs 1600)
      • Table napkins (Rs 100 – Rs 300)
      • Map and napkin sets (Rs 600- Rs 800)
      • Table runners (Rs 300 – Rs 1200)
    • The Percentage of Business extracted from Apparel and Home in FabIndia is as Follows:- 20% Home Accessories + Organic Food 80% Garment + Jewelry Percentage of Business Segment
    • The Percentage of Business extracted from Women, kid’s and Men’s in Garment Product Line in FabIndia is as Follows:- 25% Kid’s Wear 30% Men’s Wear 45% Women’ Wear Percentage of Business Category
    • PRODUCT LINE DEPTH OF FABINDIA
      • Each product line length has a depth which include items in different sizes and many number of Styles. The Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases.
      •  
      • 1) In women’s wear the product line Depth includes
      •  
      • Sarees
      •  
      • 1)Chanderi Sarees
      • 2) Silk Sarees
      • a)Printed Silk Sarees
      • b)Woven Silk Sarees 
    • PRODUCT LINE DEPTH OF FABINDIA
      • 3)Kantha Sarees
      • 4)Cotton Sarees
      • a) Printed Cotton Sarees
      • b) Woven Cotton Sarees
      •  
        • Kurtas
      •  
      • Mini Full Sleeves- S,M,L,XL,XXL
      • Mini Half Sleeves- S,M,L,XL,XXL
      • Mini Sleeveless- S,M,L,XL,XXL
      • Short Full Sleeves- S,M,L,XL,XXL
      • Short Half Sleeves- S,M,L,XL,XXL
      • Medium Full sleeves – S,M,L,XL,XXL
      • Medium Half Sleeves - S,M,L,XL,XXL
      • Long Full sleeves - S,M,L,XL,XXL
    • PRODUCT LINE DEPTH OF FABINDIA
      • 3.Churidars - S,M,L,XL,XXL
      •   4.Pants - S,M,L,XL,XXL
      •   5.Shorts- S,M,L,XL,XXL
      •   6.Tunics
      • 1) Small tunics- S,M,L,XL,XXL
      • 2) Long tunics - S,M,L,XL,XXL
      •   7.Kaftans- S,M,L,XL,XXL
      •   8.Maternity Wear- S,M,L,XL
      • 2) In men’s wear the product line Depth includes
    • PRODUCT LINE DEPTH OF FABINDIA
      • Men’ Size Chart
      • 1. Long Kurtas- Cotton – 36-46
      • Long Kurtas- Silks – 36-46
      •   2. Short kurtas – Cotton – 36-46
      • Short kurtas – Silks – 36-46
      SIZE 36 38 40 42 44 46 SHOULDER 18 19 20 21 22 23 CHEST 36 38 40 42 44 46 WAIST 30 32 34 36 38 40 HIP 37 39 41 43 45 47
    • PRODUCT LINE DEPTH OF FABINDIA
      • 3.Churidars
      • 4.Bush Shirts – Short Sleeves - 36-46
      • Bush Shirts – Long Sleeves - 36-46
      •  
      • 5.Fitted shirts – Short Sleeves – 36-46
      • Fitted shirts – Long Sleeves – 36-46
      •  
      • 6.Ties
      • 7.Pants with drawstrings – 36-46
      • 8.Trousers -36-46
      • 9.Nehru Jackets-36-46
    • PRODUCT LINE DEPTH OF FABINDIA
      • In Kid’s Wear the product line Depth includes products for Infants, Girls and Boys
      • Boys Measurement Chart in Inches
      AGE 2-3 3-4 4-6 6-8 8-10 10-12 SHOULDER 10 10.5 11.5 12.5 13.5 14.5 CHEST 21 22 24 16 28 30 WAIST 20 21 22 23.5 25 26.5 HIP 22 23 24 26.5 29 30.5
    • PRODUCT LINE DEPTH OF FABINDIA
      • Girls Measurement Chart in Inches
        • 1. Frocks – 0-3 yrs,3-6 mnths,6-1 yr,1yr-2 yrs
        • 2. Dhotis for boys – 2 -12 yrs
        • 3. Sorts for Boys -2 -12 yrs
        • 4. Churidars Pajamas - 2 -12 yrs
      AGE 2-3 3-4 4-6 6-8 8-10 SHOULDER 9.5 10 11 11.5 12 CHEST 21 22 23.5 23.5 27.5 WAIST 20 21 22 23 24 HIP 22 23 24.5 26.5 29
    • PRODUCT LINE DEPTH OF FABINDIA
      • 3) In Costume Jewelry the product line Depth includes
      • a)Bracelets – The Styles and Color varies from season
      • b)Neckpieces – The Styles and Color varies from season
      • c)Rings– The Styles and Color varies from season
      • d)Ear Rings – The Styles and Color varies from season
      •  
      • 4) In Bags the product line Depth includes
      •  
      • a)Hand Bags – Jute Bags – 3- 6 styles
      • b)Hand Bags – Canvas Bags – 3- 6 styles
      • c)Luggage Bags – Jute Bags – 3- 6 styles
      • d)Luggage Bags – Canvas Bags – 3- 6 styles
    • PRODUCT LINE DEPTH OF FABINDIA
      • 5) In Body Care the product line Depth includes
      • Face Packs – Chandan, Turmeric, Multani Mitti
      • Face Creams 2-5
      • Soaps- 2-4
      • Hair Shampoos – 3-5
      • Hair Conditioners- 3-5
      • Hair Oils – 3-5
      • Body Scrubs -3-4
      • Skin care products- 3-4.
    • PRODUCT LINE DEPTH OF FABINDIA
      • 6) In Home Linen the product line Depth includes
      •   Quilts
      DESCRIPTION FEET INCHES CMS SINGLE 5X7.5 60X90 150X225 LARGE SINGLE 6X9 72X108 180X270 DOUBLE 7.5X9 90X108 225X270 BABY 3.75X5.75 45X68 112.5X170
    • PRODUCT LINE DEPTH OF FABINDIA
      • 2.Bedsheets
      • 3.Bolster covers
      • 4.Pillow covers
      • 7) In Organic Food the product line Depth includes
      • 1. Concentrates
        • Lemon
        • Malta
        • Rhodendron
      •   2. Pickles
        • Mango
        • Ginger
        • Garlic
    • PRODUCT LINE DEPTH OF FABINDIA
        • Green chili
        • Ginger Garlic
        • Lemon
      •   3.Flour
        • Ragi
        • Soybean (Whole)
        • Black Soybean
        • Pysllium
        • Wheat
      • 4.Pasta – Wheat ,
      • 5. Spices
        • Chili Flakes
        • Rai
        • Yellow Chili
        • Black Pepper
        • White Pepper
    • PRODUCT LINE DEPTH OF FABINDIA
      • 6.Dry Fruits – Walnut, Cashew nut
      •   7.Rice – Basmati (Brown and White)
      •   8. In Home Accessories the product line Depth includes
      •   9.Lamp shades
        • Handmade Paper
        • Glass
      • 10.Candles
      • 11.Vases
      • 12.Wooden Vases
      • 13.Ceramic Vases
      • 14.Metal Vases
      • 15.Handmade Paper Photo Frames
    • PRODUCT LINE DEPTH OF FABINDIA
      • 9) In Upholstery the product line Depth includes
      •   a)Curtains
      •   b)Durries
      FEET CMS 1.5X2 45X150 2.5X4.5 75X135 3X5 90X150 4X6 105X180 5X8 150X150 6X9 180X270 9X12 270X360
    • PRODUCT LINE DEPTH OF FABINDIA
      • 10) In Bath Linen the product line Depth includes
      •   Bath Robes
      • Towels
      ITEMS INCHES CMS LARGE 30X60 75X150 MEDIUM 27X54 67X135 HAND 15X24 37X60 FACE 15X15 37X37 BATHMATS 18X28 45X70
    • PRODUCT LINE DEPTH OF FABINDIA
      • 11) In Cutlery the product line Depth includes
      •   Bowls
      • Spoons
      • Cups
      • Plates
      • 12) In Furniture the product line Depth includes
      •   Chairs
      • Tables
      • 13) In Stationary the product line Depth includes
      •   Handmade Paper Files
      • Handmade Paper Pads
      •   14) In Table Linen the product line Depth includes
    • PRODUCT LINE DEPTH OF FABINDIA
      • Table cover
      INCHES CMS 36X36 90X90 45X45 113X113 45X72 113X180 60X90 150X225 60X120 150X300 36 ROUND 90 ROUND 60 ROUND 150 ROUND
    • PRODUCT LINE DEPTH OF FABINDIA
      • Table napkins
      • Table mats
      • Map and napkin sets
      • Table runners
    • KURTAS ;MEDIUM F/S KURTAS ; LONG F/S KUTAS;MEDIUM H/S KURTAS; LONG H/S KURTAS;MEDIUM S/L SILKS CHURIDAR SALWAR SMALL
    • KURTAS MINI F/S KURTAS ; LONG F/S KUTAS MINI ; H/S L/S KURTAS LONG-H/S KURTAS MINI S/L LONG S/L SILKS CHURIDAR SALWAR MEDIUM
    • KURTAS MINI F/S KURTAS LONG F/S KUTAS MINI H/S KURTAS LONG-H/S KURTAS MINI S/L LONG S/L SILKS CHURIDAR SALWAR LARGE
    • KURTAS MINI F/S KURTAS LONG F/S KUTAS MINI H/S KURTAS LONG-H/S KURTAS MINI S/L LONG S/L SILKS CHURIDAR SALWAR XL
    • SMALL KURTAS-SHORT F/S SMALL KURTAS- SHORT H/S SHIRT F/S SILKS SHIRTS H/S TOPS H/S KURTAS ; SHORT S/L SHIRTS & TOPS S/L SKIRT
    • MEDIUM KURTAS-SHORT F/S MEDIUM SHORT H/S SHIRT F/S SILKS SHIRTS H/S TOPS H/S KURTAS ; SHORT S/L SHIRTS & TOPS S/L SKIRT
    • LARGE KURTAS-SHORT F/S LARGE SHORT H/S SHIRT F/S SILKS SHIRTS H/S TOPS H/S KURTAS ; SHORT S/L SHIRTS & TOPS S/L SKIRT
    • XL KURTAS-SHORT F/S XL KURTAS- SHORT H/S SHIRT F/S SILKS SHIRTS H/S TOPS H/S KURTAS ; SHORT S/L SHIRTS & TOPS S/L SKIRT
    • SAREES NEW ARRIVALS
    • PANTS DRAWSTRINGS
    • XXL SIZES LARGE TUNICS XL MATERNITY SMALL TUNICS M KAFTANS KURTAS LONG XS KURTAS MINI XS
    • KURTAS LONG KURTAS LONG 44 42 40 38 36 46
    • KURTAS LONG SILKS 44 46 40 42 36 38
    • CHURIDARS SMALL MEDIUM LARGE
    • KURTAS SHORT 44 42 40 38 36 46
    • KURTAS SHORT- SILKS 44 46 40 42 36 38
    • PYJAMAS SMALL MEDIUM LARGE
    • NEHRU JACKETS KURTAS SUPER SHORT 44 42 40 38 36 46 XL 46 44 42 40 38 36
    • MENS WESTERN BUSH SHIRTS BUSH SHIRTS FITTED 42 40 38 36 44 42 40 38 36
    • MENS WESTERN SHIRTS-HALF SLEEVES SHIRTS-FULL SLEEVES 44 42 40 38 36 46 44 42 40 38
    • MENS WESTERN PANTS- DRAWSTRINGS TROUSERS PANTS PANTS JUTIS
    • GIRLS TEEN SPIRIT KURTAS SHORT SKIRTS WOLLEN CAPS SHIRTS & TOPS
      • Thanks