Report on Retail management
Store under study: ColorPlus
Launched in 1993, ColorPlus created a niche in the ready to
wear market with a premium range of clothing for men.
Focus on product innovation and unique use of colors
,came a long way since its inception.
The choice of the up market, trend-savvy, sophisticated
and discerning Indian man ,changed the way he dressed.
Stores in the best locations and international service,
brought in an international shopping experience.
The brainchild of Viju Mahtaney and Rajan Mudaliar
,determined to create a global brand for the global
Right from the beginning, the company was clear on
two basic premises:
It would target the up market, trend-savvy,
highly exposed Indian consumer .
The brand would compete with international
Recognizing it’s potential, 75-year old suiting giant
Raymond acquired a majority stake in the company in
Raymond Ltd acquired 74% stake in Chennai based
ColorPlus Fashion Pvt Ltd.
ColorPlus uses high quality fabrics and product
engineering techniques .
Gives the user unique comfort and tactile feel that no
other brand offers.
This is clubbed with the use of colors to give the
sophisticate, yet colorful look.
The Brand is known for its distinct Product focused
The store contains other brands like Arrow, Park
Avenue, Raymond and Color plus.
It is a shop in shop concept.
Marketed by COLORPLUS FASHIONS LIMITED
,a division of Raymond Ltd.
The store is box shaped ,highly furnished two storey
Maximum exposure of the merchandise and maximum
It has a free form layout.
Ensures free movement and easy mobility.
Entry to the store introduces us to ColorPlus Shirts on
the left-hand-side and formal trousers on the right-
Fixtures: - including gondola shelving, showcases, slat
wall and grid wall, mannequins, wood displays, counters,
On the right hand side we can see the cash wrap,
which is the point of sale.
Feature areas: feature racks on both the side walls of
the store ,used for display as well as stocking.
Music: instrumental, which drives customer into a
Colors: uses basic colour and cream shades, gives a
soothing feeling ,creating a pleasant environment.
Lighting: both noticeable and functional, uses bright
light to highlight merchandise.
Men’s casual wear :
Item Price range per SKU.
Shirt Rs. 1499/- to Rs. 4000/.
Trouser Rs. 1995/- to Rs. 3095/.
T-Shirt Rs. 891/- to Rs 1695/-
Blazer Rs. 5500/
Socks Rs. 199/- onwards
It is a franchisee, fully controlled by the head office.
The organizational format is fully centralized.
The authority and responsibility of the staff is properly laid
The retail sales for the last year (2010) were about Rs60
The average footfalls for last year were 15000 a month.
The average transaction value was Rs3500 (2010).
The average basket size was 4 items.
The ColorPlus store here in Dehradun targets men
Smart casuals for men are available.
The average age of the customer is 35-45 years.
The clientele includes upper middle class men,
office going and businessmen.