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1. Revolutions Collections andRevolutions Collections and
Brands WorkshopBrands Workshop

2. The CollectionsThe Collections
Product grouping at Revolutions based on
Customer Usage/Occasion
– Evolved customer with clear demarcation of
footwear wardrobe by usage /occasion
– Appreciates difference in look/ performance
required for different occasions
– Co-ordinates apparel with shoes, to complete the
entire look/ ensemble
– Focused Fashion vs. Vast Choice

3. Usage/Occasion basedUsage/Occasion based
CollectionsCollections
Specific
shoes co-
ordinated
with
ensemble
vs.
Versatility

4. The CollectionsThe Collections
FOUR product groups encompassing all
targeted usage occasions

5. Office Essentials
Office/ FormalOffice/ Formal
A must have for the trendy
working man/ woman
Stylized Comfort

6. Office/ FormalOffice/ Formal
• Primary Usage
• Implication of Usage/
Occasion
• Product Attributes
ranked in order of
importance
• Footwear for the office/
workplace
• Long duration wear
• Comfort
• Durability
• Style
• Fashion

7. Office/ FormalOffice/ Formal
•Focus on CLASSIC
styling

8. Dress/ Evening WearDress/ Evening Wear
Fashion statements
for the fashion forward
man/ woman

9. Dress/ Evening WearDress/ Evening Wear
• Primary Usage
• Implication of Usage/
Occasion
• Occasion wear eg.
wedding, party, other
formal occasions
• EXTREME co-
ordination with attire
• Short duration wear
• Emphasis as fashion
accessory vs. utility
usage

10. Dress/ Evening WearDress/ Evening Wear
• Product Attributes
ranked in order of
importance
• Fashion
• Co-ordination with
attire
• Styling
(Colour,material,
embellishment, etc.)
• Comfort
• Durability

11. Dress/ Evening WearDress/ Evening Wear
•A combination of all
elements of fashion
(sole, material, shape,
style and colour) in
Fashion
•Attention to styling
and detail, eg. hand
crafted merchandise,
embellishments etc.

12. Out-of-Home/ LeisureOut-of-Home/ Leisure
Fashionable solutions for all
Out-of-Home activities

13. Out-of-Home/ LeisureOut-of-Home/ Leisure
• Primary Usage
• Implication of Usage/
Occasion
• Product Attributes
ranked in order of
importance
• Casual Out-of-Home
wear eg. visit to friends’
place, market etc.
• Medium duration wear
• Co-ordination with
attire (ethnic, western)
• Comfort, Durability
• Style
• Fashion

14. Out-of-Home/ LeisureOut-of-Home/ Leisure
• A combination of new
colours and styles that have
been adopted as an
established trend vis a vis
high/ new/ emerging
fashion.
• A combination of all types
of footwear to meet all
outdoor needs (open ended,
closed shoes, sandals,
floaters etc.)

15. SportsSports
Trendy alternatives to
enhance the ‘Casual Look’

16. SportsSports
• Primary Usage
• Implication of Usage/
Occasion
• Product Attributes ranked in
order of importance
• Casual Out-of-Home wear with
casual western ensemble
primarily for walking/
enhancing sporty look
• Medium duration wear
• Comfort, Durability
• Style
• Fashion

17. SportsSports
•Sporty look
merchandise, typically
not performance/
specific sports oriented
shoes
•Styling, colour
emphasis in sports
shoes

18. The RangesThe Ranges
THREE Ranges
Core
“Stylish Classics”
Fashion
“Fashionable/ Trendy/ In Vogue”
Limited Edition
“Fashion Statements”

19. RangesRanges
Core Fashion Limited
Edition
Product Life Cycle 12
months
6 months 3 months
Number of ranges in a year 1 2 2*
Product changes as per fashion trends
Sole   
Shape   
Style   
Material   
Colour   
Change in
at least
three
elements
Change in a combination of
two elements
*limited edition for summer runs
for 6 months

20. Range Design ElementsRange Design Elements
Core Fashion Limited Edition
Minimal design
changes, low
frequency of
design alterations
Few design
changes, high
frequency of
design change
Major design
changes, high
frequency of design
change

21. The MatrixThe Matrix
Ranges Core Fashion Limited Edition
Workwear  
Dress/ Evening  
Out of Home/ Leisure   
Sports 
Workwear  
Dress/ Evening  
Out of Home/ Leisure   
Sports  
5-8  
9-11  
11-1  
2-5  
Womens
Mens
Kids

22. SeasonsSeasons
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Summer Winter
Phase I Phase I Phase II
• New lines in range
• New merchandise
layout in stores
• Start of new planned
season
•New lines in range
• New merchandise
layout in stores
• Start of new
planned season
• New lines into
Limited Edition

23. Differentiating Range TacticsDifferentiating Range Tactics
Core Fashion Limited
Edition
•Good store
location
•Display
communicating
availability and
choice
•Relatively high
display density
•Prime store location,
high traffic and high
exposure time
•Display organized
by theme/ colours/
story etc.
•Medium display
density
•Eye –catching
location
•Elaborate visual
display enhanced
by elaborate
display props,
lighting effects etc.
•Very low display
density
DisplayDisplay

24. Differentiating Range TacticsDifferentiating Range Tactics
Core Fashion Limited Edition
Emphasize:
•Durability
•Comfort
•Versatility: Basic
Colours and styles
Emphasize
•Colour
•Co-ordination
with multiple
outfits
•Comfort
Emphasize
•Uniqueness/
Exclusiveness
•Fashion Statement
•Fashion led -
embellishments,
styling, other details eg
embellishments etc.
•Limited editions
Selling PointsSelling Points

25. BrandsBrands
Existing Liberty Brands

26. MensMens

27. Introduced in 1992
Mens Formal and Casual Shoes
“It takes some men places”

28. Introduced in 1991
Young executives’ Formal and Casual Shoes
“What’s life without a little comfort”

29. WomensWomens

30. Introduced in 1991
Womens’ high fashion footwear
“Hey Women, stay Girl”

31. “Hey Women, stay Girl”

32. KidsKids

33. “Non-Stop Fun”
Introduced in 1991
Childrens’ sports, sandals and casual shoes
2 – 12 years

34. “Non-Stop Fun”

35. UnisexUnisex

36. “Some things are just right”
Introduced in 1994
Unisex Formals and Beachwear
2 – 45 years

37. “Cool, comfortable sandals”
Introduced in 1991
Unisex Sandals and Slip-ons
21 – 45 years

38. “Life at a Force of 10”
Introduced in 1990
Fashion Sports Shoe
16 – 28 years

39. Brands at RevolutionsBrands at Revolutions
• Same Brands are also available at
‘Liberty’ stores
• So, how is Revolutions different from
‘Liberty Exclusive’ stores in my city?

40. Product DifferentiationProduct Differentiation
• Similar Brands, dissimilar merchandise
• Product assortment at Revolutions largely exclusive
to Revolutions
– Exclusive designs developed and manufactured
– Imported merchandise
– Premium lifestyle International shoe Brands
– Minimal overlap in Liberty Brand products available at
Liberty

41. Thank YouThank You
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