The document provides an analysis of competitors for an upcoming multi-brand fashion retail store. It outlines the objectives to understand competitors' positioning, assortments, pricing, and promotions. It describes limitations in timing and confidential data access. A methodology is defined involving industry definition, competitor determination, success factors, and customer preferences. Competitors are analyzed based on positioning, products, pricing, promotions, and personnel. Recommendations are provided regarding positioning, products, and pricing for the new store.
Assortment Planning - United Colors of BenettonDelwin Arikatt
This document summarizes a graduation project report for developing an assortment plan for United Colors of Benetton outlets in Delhi, India. The report analyzes sales data from Spring/Summer 2012 and 2013 seasons to understand consumer preferences. It also studies competitors' product offerings and Spring/Summer 2014 fashion trends. Based on this research, the report proposes assortment plans tailored for five Benetton stores in Delhi, with the goal of increasing sales by 30% for the Spring/Summer 2014 season. Key activities included a literature review on assortment planning, analyzing past sales data, competitor assessments, and developing store-specific merchandise budgets and product recommendations.
Hidesign is an Indian luxury leather goods brand established in 1978 known for its eco-friendly and handcrafted products. It has grown to a global presence in 23 countries through a distribution network of 2000 stores and manufacturing facilities in 4 locations. The brand targets high-income professionals between 25-40 years old seeking natural, high quality products. Key to its success is differentiation through craftsmanship and positioning as an affordable luxury brand.
- Zara aims to develop a solid position in China and Australia by establishing brand awareness and loyalty to achieve 3% market share. It will enter these markets through wholly owned subsidiaries and flagship stores in Beijing and Sydney.
- Market research shows China has a large population and growing economy while Australia has a strong and stable economy. Both countries offer opportunities for Zara's fashion products but also face threats from competitors.
- Zara will target different demographics in each country by adjusting product sizes and styles to local preferences and climates. Advertising will utilize fashion magazines and events to promote the brand.
Zara is a Spanish clothing and accessories retailer founded in 1975 that is known for its fast fashion model. It quickly designs and manufactures clothing in response to the latest trends and uses advanced technology and teams of designers rather than individuals. Zara has expanded internationally since the 1980s and now has a presence in over 88 countries. It offers clothing for men, women, children and home goods and aims to provide fashionable, trendy looks at affordable prices. While it has faced some controversies over similarities to Nazi uniforms, Zara remains very popular and successful due to its ability to deliver new styles to stores twice a week.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Tata Retails operates several retail chains in India including Westside, Croma, and Star Bazaar. Westside is Tata's flagship retail chain with 49 stores across major cities. It focuses on affordable fashion and lifestyle products. Over time, Westside has expanded its product ranges and services while pursuing a strategy of value pricing, promotional discounts, and celebrity brand ambassadors to promote its in-house brands. Tata Retails aims to be the most preferred retailer through quality products and an enhanced shopping experience across its growing network of stores.
Fabindia was founded in 1960 to develop markets for hand-woven Indian crafts and provide rural employment. It started as an exporter of upholstery fabrics and opened its first retail store in 1974. Today it has over 170 retail outlets in India and abroad and sells a variety of textile, clothing, food and personal care products. Fabindia's supply chain is based on partnerships with over 22,000 artisans across India to source and produce products while maintaining quality standards. It uses technology and centralized processes to streamline ordering and delivery operations to improve the supply chain.
Assortment Planning - United Colors of BenettonDelwin Arikatt
This document summarizes a graduation project report for developing an assortment plan for United Colors of Benetton outlets in Delhi, India. The report analyzes sales data from Spring/Summer 2012 and 2013 seasons to understand consumer preferences. It also studies competitors' product offerings and Spring/Summer 2014 fashion trends. Based on this research, the report proposes assortment plans tailored for five Benetton stores in Delhi, with the goal of increasing sales by 30% for the Spring/Summer 2014 season. Key activities included a literature review on assortment planning, analyzing past sales data, competitor assessments, and developing store-specific merchandise budgets and product recommendations.
Hidesign is an Indian luxury leather goods brand established in 1978 known for its eco-friendly and handcrafted products. It has grown to a global presence in 23 countries through a distribution network of 2000 stores and manufacturing facilities in 4 locations. The brand targets high-income professionals between 25-40 years old seeking natural, high quality products. Key to its success is differentiation through craftsmanship and positioning as an affordable luxury brand.
- Zara aims to develop a solid position in China and Australia by establishing brand awareness and loyalty to achieve 3% market share. It will enter these markets through wholly owned subsidiaries and flagship stores in Beijing and Sydney.
- Market research shows China has a large population and growing economy while Australia has a strong and stable economy. Both countries offer opportunities for Zara's fashion products but also face threats from competitors.
- Zara will target different demographics in each country by adjusting product sizes and styles to local preferences and climates. Advertising will utilize fashion magazines and events to promote the brand.
Zara is a Spanish clothing and accessories retailer founded in 1975 that is known for its fast fashion model. It quickly designs and manufactures clothing in response to the latest trends and uses advanced technology and teams of designers rather than individuals. Zara has expanded internationally since the 1980s and now has a presence in over 88 countries. It offers clothing for men, women, children and home goods and aims to provide fashionable, trendy looks at affordable prices. While it has faced some controversies over similarities to Nazi uniforms, Zara remains very popular and successful due to its ability to deliver new styles to stores twice a week.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Tata Retails operates several retail chains in India including Westside, Croma, and Star Bazaar. Westside is Tata's flagship retail chain with 49 stores across major cities. It focuses on affordable fashion and lifestyle products. Over time, Westside has expanded its product ranges and services while pursuing a strategy of value pricing, promotional discounts, and celebrity brand ambassadors to promote its in-house brands. Tata Retails aims to be the most preferred retailer through quality products and an enhanced shopping experience across its growing network of stores.
Fabindia was founded in 1960 to develop markets for hand-woven Indian crafts and provide rural employment. It started as an exporter of upholstery fabrics and opened its first retail store in 1974. Today it has over 170 retail outlets in India and abroad and sells a variety of textile, clothing, food and personal care products. Fabindia's supply chain is based on partnerships with over 22,000 artisans across India to source and produce products while maintaining quality standards. It uses technology and centralized processes to streamline ordering and delivery operations to improve the supply chain.
Lifestyle is a retail chain that began operations in India in 1998 targeting young, fashionable consumers aged 15-35 with growing incomes. It offers a wide range of international and Indian apparel, footwear, accessories and cosmetic brands at affordable price points starting from Rs. 199-299 for women and men respectively. Shoppers Stop is an upscale retailer founded in 1991 targeting upper middle and upper class consumers aged 16-40. It has over 80 stores across India offering premium international and domestic brands of apparel, footwear, accessories, cosmetics and home goods with price ranges starting from Rs. 400-500 for women's and men's clothing respectively.
Westside is an Indian retail chain established in 1998 and headquartered in Mumbai. It operates 85 department stores ranging from 8,000-34,000 square feet across 54 cities. The presentation introduces Westside, describing its products, target customers as upper middle and middle class individuals seeking fashionable and affordable styles. Store strategies are also outlined, including promotional activities, pricing approaches like discounts and bundling, and a free form store layout with apparel and accessories organized by category and brand.
Forever 21 is an American fast fashion retail brand founded in 1984 that has grown to over 700 stores globally. They are known for quickly moving designs from catwalks to consumers. Forever 21 offers apparel, bags, belts, shoes, jewelry and other accessories for men, women and kids. Their target market includes casual and formal wear, as well as accessories. They aim to provide an unprecedented selection of today's fashions at affordable prices. Forever 21 utilizes various marketing strategies including social media, sales promotions, public relations, pricing strategies and store ambiance to engage customers.
Zara is a Spanish clothing retailer known for fast fashion. It segments its market based on demographics like women and men aged 15-45 with mid-range incomes, and psychographics like those interested in fashion trends. Zara targets fashion conscious, educated middle-class customers interested in latest trends. It positions itself as more fashionable than competitors by moving trends from runway to stores within a week at low prices. Zara uses a multi-segment targeting strategy to focus on different strategies for its segments.
Pantaloons is an Indian retail chain that operates over 100 stores across India. It offers a range of men's, women's, and kids' apparel, accessories, and home decor through its own private labels and partnerships with other brands. Pantaloons uses a marketing mix strategy that includes competitive pricing by offering branded products at a 10% discount and local brands at 20% off, promotions through loyalty programs and discounts, and a placement strategy of stores primarily in malls located near competitors.
This document provides information about H&M, a large global clothing retailer. It discusses H&M's history and founders, vision, mission, brands offered, target customers, and 4P marketing analysis. Key details include:
- H&M was founded in Sweden in 1947 and has expanded globally, becoming one of the largest fashion retailers.
- Their vision is for sustainable business operations that meet needs of present and future generations.
- Their mission is to increase store numbers and comparable sales by 10-15% annually.
- H&M offers clothing, accessories, and home goods for men, women, children and babies.
The document discusses building a sustainable fashion business through the EcoChic Design Award. It explains that a sustainable business aims for positive social and environmental impacts alongside profit. The fashion industry is highly polluting so there is a responsibility to change this. Being sustainable can lower costs and increase profits through more efficient operations. It then provides tips for various stages of business operations to reduce environmental impacts, such as choosing sustainable materials, reducing waste and emissions in design, production, distribution and retail.
Branding strategy for an ethnic fashion brandAfsheen Khan
This document outlines plans for launching an ethnic fashion brand focused on exclusive clothing and handwork dresses for women, men, and children. It discusses the brand's look and feel, proposed names, target markets, and operational processes. The brand aims to offer customized designer wear and ethnic products at moderate costs, catering to fashionable women seeking classy, elegant styles for special occasions. It will establish an online and physical presence using a website, social media, and work with retailers and suppliers.
Reebok has dominated the Indian sportswear market through its marketing strategy. It established international retail stores and understood Indian consumers wanted affordable international brands. Reebok partners with cricketers and sponsors various sports events. It has over 1,000 franchise stores in India and uses celebrities, social media, and ecommerce to promote its fitness-focused products like shoes, clothes, and accessories targeted at men and women. Reebok repositioned itself in the fitness industry and targets dedicated gym-goers and fitness enthusiasts.
Gini and Jony is a leading kidswear brand in India that was established in 1980. [1] The brand is known for its high quality, latest fashion trends, and comfortable fits. [2] Over the decades, Gini and Jony has established itself as the dominant player in the kidswear market through strong branding strategies such as expanding into new product categories like footwear and eyewear. [3] However, to maintain its leadership position, the brand will need to increase awareness of its extensions and improve certain aspects of its stores, merchandise, and services.
This document provides an overview of the clothing retailer H&M. It discusses that H&M was founded in Sweden in 1947 and is now the second largest global clothing retailer. It offers a range of men's, women's, and children's fashion across various brands and price points. The document then discusses H&M's marketing strategies, which include TV advertisements, YouTube videos, digital marketing, and promotional discounts. It also describes some of H&M's in-house brands like Divided and Conscious, which offer trendy and sustainable products respectively. Finally, the document analyzes H&M's visual merchandising techniques, like using closed, island, and elevated window displays to showcase its latest collections and attract customers
Visual Merchandising w.r.t. Pantaloons Retail India LtdShrestha Dey
The document provides information on Future Group, an Indian conglomerate operating in retail, supply chain, and logistics. It discusses the company's various business segments: [1] Future Retail operates retail chains like Pantaloon, Big Bazaar, and Food Bazaar; [2] Future Capital Holdings provides financial services; [3] The company has a BPO division for IT services; [4] It invests in new media and security management as well. The document outlines Future Group's mission to serve customers through innovative retail formats and brands, while ensuring efficiency.
Fabindia is one of India's oldest organized retailers of ethnic wear, operating 188 stores across India and internationally. It works with over 30,000 artisans across India to produce over 155,000 stock keeping units of clothing, home decor, and other products that celebrate Indian tradition and provide sustainable livelihoods. Founded in 1960, Fabindia has grown over the decades and now has four verticals - sourcing, retail, manufacturing, and global sourcing and partnerships. It focuses on sustainability and community development while facing challenges from lower marketing, delays from artisans, and competition from other ethnic brands.
This document provides a detailed study of the Indian brand Fabindia. It summarizes Fabindia's history and evolution, product mix, target customers, store formats, size in terms of number of stores and employees, vision, mission, values, expansion plans, CSR mission, competitors, and financial highlights. Fabindia is an Indian lifestyle brand founded in 1960 that sources products from artisans across India and has over 240 stores in India and abroad. Its vision is to celebrate Indian culture and harness business to support artisans while delighting customers.
This was an Industry project wherein we conducted competitive analysis, user research, prototyping and usability testing as a part of group industry project for Zivame to provide an omnichannel experience to its customers.
The document outlines an objective research design for conducting an in-depth study of the Levi's brand. It includes three objectives: 1) To study Levi's brand, 2) To study Levi's marketing mix, and 3) To study Levi's consumer and competitor analysis. For each objective, it describes the research design as exploratory and/or descriptive and lists the proposed data collection methods as websites, in-depth interviews, observation, expert advice, and questionnaires. The target sample size is 100 people aged 18-30 years using snowball sampling.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Manyavar is an Indian ethnic wear brand founded in 1999 that specializes in traditional outfits like sherwanis, kurtas, and jackets for men aged 10-45 and recently launched a women's brand called Mohey. The brand has over 400 stores across India, the US, UAE, Nepal, Bangladesh, and Saudi Arabia and aims to represent Indian elegance. It is known for campaigns around celebrations and festivals as well as initiatives like Manas Foundation, which funds heart surgeries for children. Manyavar has grown rapidly since 2007 and become a nationally recognized brand in India through its stores, sponsorship of cricket teams, and film advertisements.
Zara is one of the world's most successful fashion retailers operating in over 90 countries. It is known for its ability to design and produce new fashion items in as little as two weeks and get them to stores. The presentation provides an overview of Zara's history, business model, products, manufacturing, distribution network, competitors, and factors for its continued success. It concludes that Zara has transformed from a local Spanish brand into a truly global brand through its integrated business model and supply chain that allows it to quickly adapt to shifting fashion trends and consumer demands.
This document discusses competitor analysis and competitive strategies. It defines key terms like competitive advantage and outlines the process for analyzing competitors, including identifying them, assessing their strategies and strengths/weaknesses, and selecting which to attack or avoid. It also covers Porter's basic winning strategies of cost leadership, differentiation, and focus. Finally, it discusses different competitive positions like market leader, challenger, follower, and nicher. The overall purpose is to help understand competitors and develop effective competitive strategies.
Watch this with a 10-15 minute audiotrack at http://vimeo.com/novusprogram/lesson18
The goal of this lesson is to provide tools to determine the strengths and weaknesses of potential competitors in order to compete in various markets. The lesson begins with an overview of the importance of competitor analysis and its primary importance. A framework to analyze various competitors is then introduced. The lesson then uses the framework to analyze the key aspects of a competitor.
The Novus project is a combination of video tutorials designed to be used in conjunction with a free business simulation software program. The Novus Business and IT Program contains 36 business and IT training videos, covering basic finance, accounting, marketing, economics, business strategy, Word, Excel, and PowerPoint. Users will have an opportunity to apply the lessons in the Novus Business Simulator. Over six rounds, the user or teams will have to make decisions on capital purchases, financing, production, financing, and human resources for a microbrewery. This channel has arranged the 36 video lessons into the order in which they are meant to be used with the simulator. To watch this slideshow as a video, please go to our Vimeo page at: https://vimeo.com/novusprogram. To download our free business simulation software, please go to our SourceForge page at: http://sourceforge.net/projects/novus/.
Lifestyle is a retail chain that began operations in India in 1998 targeting young, fashionable consumers aged 15-35 with growing incomes. It offers a wide range of international and Indian apparel, footwear, accessories and cosmetic brands at affordable price points starting from Rs. 199-299 for women and men respectively. Shoppers Stop is an upscale retailer founded in 1991 targeting upper middle and upper class consumers aged 16-40. It has over 80 stores across India offering premium international and domestic brands of apparel, footwear, accessories, cosmetics and home goods with price ranges starting from Rs. 400-500 for women's and men's clothing respectively.
Westside is an Indian retail chain established in 1998 and headquartered in Mumbai. It operates 85 department stores ranging from 8,000-34,000 square feet across 54 cities. The presentation introduces Westside, describing its products, target customers as upper middle and middle class individuals seeking fashionable and affordable styles. Store strategies are also outlined, including promotional activities, pricing approaches like discounts and bundling, and a free form store layout with apparel and accessories organized by category and brand.
Forever 21 is an American fast fashion retail brand founded in 1984 that has grown to over 700 stores globally. They are known for quickly moving designs from catwalks to consumers. Forever 21 offers apparel, bags, belts, shoes, jewelry and other accessories for men, women and kids. Their target market includes casual and formal wear, as well as accessories. They aim to provide an unprecedented selection of today's fashions at affordable prices. Forever 21 utilizes various marketing strategies including social media, sales promotions, public relations, pricing strategies and store ambiance to engage customers.
Zara is a Spanish clothing retailer known for fast fashion. It segments its market based on demographics like women and men aged 15-45 with mid-range incomes, and psychographics like those interested in fashion trends. Zara targets fashion conscious, educated middle-class customers interested in latest trends. It positions itself as more fashionable than competitors by moving trends from runway to stores within a week at low prices. Zara uses a multi-segment targeting strategy to focus on different strategies for its segments.
Pantaloons is an Indian retail chain that operates over 100 stores across India. It offers a range of men's, women's, and kids' apparel, accessories, and home decor through its own private labels and partnerships with other brands. Pantaloons uses a marketing mix strategy that includes competitive pricing by offering branded products at a 10% discount and local brands at 20% off, promotions through loyalty programs and discounts, and a placement strategy of stores primarily in malls located near competitors.
This document provides information about H&M, a large global clothing retailer. It discusses H&M's history and founders, vision, mission, brands offered, target customers, and 4P marketing analysis. Key details include:
- H&M was founded in Sweden in 1947 and has expanded globally, becoming one of the largest fashion retailers.
- Their vision is for sustainable business operations that meet needs of present and future generations.
- Their mission is to increase store numbers and comparable sales by 10-15% annually.
- H&M offers clothing, accessories, and home goods for men, women, children and babies.
The document discusses building a sustainable fashion business through the EcoChic Design Award. It explains that a sustainable business aims for positive social and environmental impacts alongside profit. The fashion industry is highly polluting so there is a responsibility to change this. Being sustainable can lower costs and increase profits through more efficient operations. It then provides tips for various stages of business operations to reduce environmental impacts, such as choosing sustainable materials, reducing waste and emissions in design, production, distribution and retail.
Branding strategy for an ethnic fashion brandAfsheen Khan
This document outlines plans for launching an ethnic fashion brand focused on exclusive clothing and handwork dresses for women, men, and children. It discusses the brand's look and feel, proposed names, target markets, and operational processes. The brand aims to offer customized designer wear and ethnic products at moderate costs, catering to fashionable women seeking classy, elegant styles for special occasions. It will establish an online and physical presence using a website, social media, and work with retailers and suppliers.
Reebok has dominated the Indian sportswear market through its marketing strategy. It established international retail stores and understood Indian consumers wanted affordable international brands. Reebok partners with cricketers and sponsors various sports events. It has over 1,000 franchise stores in India and uses celebrities, social media, and ecommerce to promote its fitness-focused products like shoes, clothes, and accessories targeted at men and women. Reebok repositioned itself in the fitness industry and targets dedicated gym-goers and fitness enthusiasts.
Gini and Jony is a leading kidswear brand in India that was established in 1980. [1] The brand is known for its high quality, latest fashion trends, and comfortable fits. [2] Over the decades, Gini and Jony has established itself as the dominant player in the kidswear market through strong branding strategies such as expanding into new product categories like footwear and eyewear. [3] However, to maintain its leadership position, the brand will need to increase awareness of its extensions and improve certain aspects of its stores, merchandise, and services.
This document provides an overview of the clothing retailer H&M. It discusses that H&M was founded in Sweden in 1947 and is now the second largest global clothing retailer. It offers a range of men's, women's, and children's fashion across various brands and price points. The document then discusses H&M's marketing strategies, which include TV advertisements, YouTube videos, digital marketing, and promotional discounts. It also describes some of H&M's in-house brands like Divided and Conscious, which offer trendy and sustainable products respectively. Finally, the document analyzes H&M's visual merchandising techniques, like using closed, island, and elevated window displays to showcase its latest collections and attract customers
Visual Merchandising w.r.t. Pantaloons Retail India LtdShrestha Dey
The document provides information on Future Group, an Indian conglomerate operating in retail, supply chain, and logistics. It discusses the company's various business segments: [1] Future Retail operates retail chains like Pantaloon, Big Bazaar, and Food Bazaar; [2] Future Capital Holdings provides financial services; [3] The company has a BPO division for IT services; [4] It invests in new media and security management as well. The document outlines Future Group's mission to serve customers through innovative retail formats and brands, while ensuring efficiency.
Fabindia is one of India's oldest organized retailers of ethnic wear, operating 188 stores across India and internationally. It works with over 30,000 artisans across India to produce over 155,000 stock keeping units of clothing, home decor, and other products that celebrate Indian tradition and provide sustainable livelihoods. Founded in 1960, Fabindia has grown over the decades and now has four verticals - sourcing, retail, manufacturing, and global sourcing and partnerships. It focuses on sustainability and community development while facing challenges from lower marketing, delays from artisans, and competition from other ethnic brands.
This document provides a detailed study of the Indian brand Fabindia. It summarizes Fabindia's history and evolution, product mix, target customers, store formats, size in terms of number of stores and employees, vision, mission, values, expansion plans, CSR mission, competitors, and financial highlights. Fabindia is an Indian lifestyle brand founded in 1960 that sources products from artisans across India and has over 240 stores in India and abroad. Its vision is to celebrate Indian culture and harness business to support artisans while delighting customers.
This was an Industry project wherein we conducted competitive analysis, user research, prototyping and usability testing as a part of group industry project for Zivame to provide an omnichannel experience to its customers.
The document outlines an objective research design for conducting an in-depth study of the Levi's brand. It includes three objectives: 1) To study Levi's brand, 2) To study Levi's marketing mix, and 3) To study Levi's consumer and competitor analysis. For each objective, it describes the research design as exploratory and/or descriptive and lists the proposed data collection methods as websites, in-depth interviews, observation, expert advice, and questionnaires. The target sample size is 100 people aged 18-30 years using snowball sampling.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Manyavar is an Indian ethnic wear brand founded in 1999 that specializes in traditional outfits like sherwanis, kurtas, and jackets for men aged 10-45 and recently launched a women's brand called Mohey. The brand has over 400 stores across India, the US, UAE, Nepal, Bangladesh, and Saudi Arabia and aims to represent Indian elegance. It is known for campaigns around celebrations and festivals as well as initiatives like Manas Foundation, which funds heart surgeries for children. Manyavar has grown rapidly since 2007 and become a nationally recognized brand in India through its stores, sponsorship of cricket teams, and film advertisements.
Zara is one of the world's most successful fashion retailers operating in over 90 countries. It is known for its ability to design and produce new fashion items in as little as two weeks and get them to stores. The presentation provides an overview of Zara's history, business model, products, manufacturing, distribution network, competitors, and factors for its continued success. It concludes that Zara has transformed from a local Spanish brand into a truly global brand through its integrated business model and supply chain that allows it to quickly adapt to shifting fashion trends and consumer demands.
This document discusses competitor analysis and competitive strategies. It defines key terms like competitive advantage and outlines the process for analyzing competitors, including identifying them, assessing their strategies and strengths/weaknesses, and selecting which to attack or avoid. It also covers Porter's basic winning strategies of cost leadership, differentiation, and focus. Finally, it discusses different competitive positions like market leader, challenger, follower, and nicher. The overall purpose is to help understand competitors and develop effective competitive strategies.
Watch this with a 10-15 minute audiotrack at http://vimeo.com/novusprogram/lesson18
The goal of this lesson is to provide tools to determine the strengths and weaknesses of potential competitors in order to compete in various markets. The lesson begins with an overview of the importance of competitor analysis and its primary importance. A framework to analyze various competitors is then introduced. The lesson then uses the framework to analyze the key aspects of a competitor.
The Novus project is a combination of video tutorials designed to be used in conjunction with a free business simulation software program. The Novus Business and IT Program contains 36 business and IT training videos, covering basic finance, accounting, marketing, economics, business strategy, Word, Excel, and PowerPoint. Users will have an opportunity to apply the lessons in the Novus Business Simulator. Over six rounds, the user or teams will have to make decisions on capital purchases, financing, production, financing, and human resources for a microbrewery. This channel has arranged the 36 video lessons into the order in which they are meant to be used with the simulator. To watch this slideshow as a video, please go to our Vimeo page at: https://vimeo.com/novusprogram. To download our free business simulation software, please go to our SourceForge page at: http://sourceforge.net/projects/novus/.
Gatorade and Powerade both target athletes aged 13-25 and use social media platforms like Facebook, Twitter, Instagram and YouTube to market to them. Gatorade's current campaign is #WinFromWithin featuring athletes refueling, while Powerade's is "Just A Kid" emphasizing athletes' humanity. Data shows Gatorade has higher sentiment, passion and interaction across platforms than Powerade. Powerade can improve by making posts more colorful, product-focused and interactive.
Want to reach a fashion, style, hair or beauty related audiences? The newest most effective way to do so is to work with a fashion blog with a built in audiences. Let me explain how I can help get your fashion brand noticed!
Left Brain Connectors,Strategy for fashion brand In VN phamvietanh
This document discusses building a successful fashion brand through strategic positioning and branding. It emphasizes that a brand needs a unique selling proposition centered around unique styling, service, and strategic positioning. Developing brand integrity through strong internal branding and customer-focused values is essential to building trust and loyalty. Effective implementation of branding strategies inside and outside the company are both needed to strengthen the brand and achieve its desired destination in the market.
Keep control of your brand in a fashion omnichannel strategy exhausting Marke...Federico Gasparotto
The document discusses omnichannel fashion strategies and provides examples of business cases. It summarizes Accenture's services including strategy consulting, process consulting, technology consulting, and infrastructure operations. Examples of business cases are provided for companies like Tiffany, Amazon Fashion, Burberry, Farfetch, Superdry, Uniqlo, Nike, and House of Fraser. Emerging trends discussed include augmented reality, Google Glass, and indoor mapping. Common issues addressed are defining strategy and positioning, forecasting potential, maximizing sales, and optimizing investments to become a leading e-commerce player.
Informationen über den Wettbewerb sind eine wichtige Basis für Strategieentscheidungen im Unternehmen. Mit der Analyse der Wettbewerbsstrategien und der Konkurrenzprodukte sowie mit Firmen- und Produktvergleichen lassen sich die Strategieplanung, aber auch Marketing-Programme unterstützen. Die Präsentation erklärt die wichtigsten Aufgaben und Schnittstellen der Wettbewerbs- oder Konkurrenzanalyse und zeigt wirkungsvolle Verfahren und Tools, mit denen die Wettbewerbsposition bestimmt und letztlich Wettbewerbsvorteile erzielt werden können.
The document discusses internal analysis for evaluating a company's resources, capabilities, and competitive position. It describes internal analysis as a three-step process to understand how companies create value, the importance of efficiency and customer responsiveness, and the source of competitive advantage. Key aspects covered include analyzing a company's resources, capabilities, core competencies, value chain, and conducting SWOT and benchmarking analyses.
Just Jeans is a garment business established in 1993 that produces high quality, affordable jeans that are comfortable and wrinkle-free without ironing. The company uses fashion designers to create its jeans designs and employs over 500 people across locations in Pakistan and China. Just Jeans targets customers aged 13 to 35 by appealing to their desire for easy, wrinkle-free clothing without ironing that can be a fashion statement.
SEO Wettbewerbsanalyse – Tools & Strategien für erfolgreiche SEOAndré Goldmann
Vortrags-Folien von meiner Session auf dem Digital Marketing Event der 121WATT am 28.10.2015 in München. Mehr Infos unter: http://www.121watt.de/digital-marketing-event/
Capture The Opportunity in Jeans Market - Presentation for Simulation GamesGiang PHUNG
The document discusses Drive Denim's plan to capture more of the growing jeans market. It summarizes that the jeans market, especially premium segments, is growing due to economic recovery and rising incomes. While Drive Denim is achieving its targets for men, it is struggling to gain share for women. The strategy is to move the women's line from economy to premium, leveraging the marketing approach used for the successful men's premium line, including product innovation, pricing, distribution, advertising, and a "couple concept" campaign to fuel growth.
Darstellung der Ziele, Zielgruppen, Inhalte und Ablauf des Trainingsmoduls Strategische Markt- und Wettbewerbsanalysen im Unternehmen einführen im Rahmen der Trainings für das Strategische Marketing von Winfried Kempfle Marketing Services
Marktanalysen bilden eine wesentliche Grundlage für strategische Entscheidungen in Unternehmen und stellen daher einen entscheidenden Input für Strategieanalysen und Strategieplanung dar. Im Rahmen der Marktanalyse werden die Markttrends im strategisch relevanten Markt systematisch untersucht und Marktprognosen für die zukünftige Marktentwicklung erstellt. Die Präsentation erklärt die wichtigsten Aufgaben, Begriffe, Ziele und Ergebnisse von Marktanalysen.
This document discusses the importance of conducting competitor analysis for SEO purposes. It provides tips for analyzing a competitor's backlinks, page authority, domain authority, keyword relevance, and other online marketing strategies. The key aspects to analyze include the competitors' capabilities, strategies, objectives, and assumptions. Competitor analysis helps determine why some sites outrank others, identify opportunities to improve rankings, and predict the returns of future marketing investments. It is recommended to outsource competitor analysis to a company like Outsource2india that can conduct a thorough quantitative and qualitative analysis.
The document provides an analysis of Abercrombie & Fitch (A&F), including:
1) An overview of the apparel sector and A&F's competitors such as Inditex, H&M, and Gap.
2) A history of A&F and details on its brands focused on young consumers.
3) Financial information showing A&F's reliance on the US market for 81% of its sales.
Analysing the external environment of business (i.e. general, competitive) milesweaver
The document provides an overview of a student appointment with Dr. Miles Weaver to discuss strategic management. It includes objectives for the lecture on identifying major external influences on organizations and analyzing tools like PESTLE analysis and Porter's Five Forces model. Key concepts that will be covered are environmental scanning, analyzing the internal and external environment, defining strategic intent and formulating strategies.
Levi Strauss & Co. faced increased competition in the jeans market as barriers to entry were low. Major competitors included Calvin Klein, Gap, Lee, and Wrangler. This competition lowered Levi's profits and market share as consumers started purchasing from other brands. Levi's also failed to recognize and enter the emerging premium jeans market in the 2000s. To address these challenges, Levi's partnered with Wal-Mart in 2002 to mass market its Levi's Signature brand exclusively through Wal-Mart stores, helping both companies increase sales.
The document provides an analysis of the competitor Sports Direct. It describes Sports Direct's brand personality as offering a wide range of sports products at discounted prices. It details their large store presence in the UK and Europe, with over 600 stores total. The document examines Sports Direct's target consumer profile, low price strategy, product assortment, in-store and website shopping experience, and marketing approaches.
FASHION INDUSTRY INTERNSHIP & TRAINING RESEARCH PROJECT ON VAN HEUSEN BY ADIT...Hiba Nasir
This is the Internship final report presentation which was undertaken for MFM FIITRP Project. It was done for Van Heusen brand by Aditya Birla Fashion & Retail Ltd. This was final report work of two months summer internship program. It was concluded with Merchandise Assortment Plan for Van Heusen SS'19.
The document outlines a proposal to launch a new sportswear line called Zara SPORT. It will offer technical sportswear fabrics in the styles and aesthetics of the existing Zara brand. The sportswear market is growing, especially in women's fashion. Zara SPORT aims to compete at high street price points. The proposal covers market analysis, target customers, product details, pricing, distribution, and promotion strategies including a launch pop-up store and social media promotion. Long term plans include expanding store presence and potential collaborations.
The Ultimate Streetwear Career Guide: A step-by-step guide to turn your passi...Rob Kingyens
The Ultimate Streetwear Career Guide
A step-by-step guide to turn your passion for streetwear into a career.
Streetwear, a counter-culture-filled fashion phenomenon, draws inspiration from subcultures including hip hop, skateboarding, surfing, and graffiti. Once seen as “this season’s trend,” its emergence and growth have formed into a category of its own — sneakers, graphic T-shirts, hoodies, fashion accessories, and home goods. Bypassing traditional retail channels through direct-to-consumer strategies and a resale economy, streetwear has proved its viability as a lifestyle with a global streetwear market estimated at $185 billion in sales. While many want to enter the streetwear industry as an apparel designer, graphic designer, or their own brand owner, it takes an array of departments and positions to develop a streetwear collection. What are they and how do you get started in your streetwear career?
To help you determine and achieve your career goals, we have created this comprehensive guide. Yellowbrick’s The Ultimate Streetwear Career Guide is your source to discover careers and learn entry points into the streetwear industry. In this guide, you can begin to explore the streetwear jobs that drive the streetwear industry, then search for your perfect career by area of interest, skills, companies, or industry experts.
Learn about your skills and interests, and articulate them confidently to identify career options that you might want to pursue. Then, implement a successful strategy to attain your desired career outcomes.
In this guide you’ll find the following information:
• Overview of The Streetwear Industry
• Future of Work within Streetwear
• Streetwear Career Library
• Career Planning Strategy to get into The Streetwear Industry
You’ll also find simple exercises that help you:
• form a career planning strategy to get into the streetwear industry
• find your passion in streetwear and identify an area of interest to pursue
• learn the streetwear industry through top brands and its key players
• identify your skills and match them to an area of interest in streetwear
This guide will help you to start planning your career in streetwear by understanding the opportunities available and the skills you need to succeed.
This internship report summarizes market research conducted for HyperCity's fashion category. Surveys found that customers prefer casual and formal wear. It was suggested to introduce more women's formal wear brands and expand the range of men's formal options. Comparisons showed HyperCity provided better quality and prices than competitors but had less variety. The report also included a merchandise development plan for accessories, finding issues like poor quality, limited fixtures, and lack of branding. It provided suggestions to improve the displays, introduce private labels, and expand the price ranges for jewelry and handbags.
The document provides recommendations to increase sales of the private labels STOP and Life at Shoppers Stop department stores by focusing marketing strategies on the online medium. It suggests launching an online design contest to promote the brands as well as using social media, online advertisements, and in-store promotions. The long-term strategies include expanding collections, improving branding, and strengthening the in-store experience for the Life brand.
comparison between private labels and brands of Shoppers stop limited.Shukla Dev
This presentation will help you to understand the difference between private labels and brands in retail industry.The pricing and promotional strategy used by retailers in Indian retail industry.
Pantaloons is one of India's largest fashion retail chains. It operates over 12 million square feet of retail space in 71 cities across India. Pantaloons focuses on 'fresh fashion' and offers trendy collections for young consumers. Stores carry a wide variety of apparel and accessories for men, women, and kids. Pantaloons follows a free form store layout with categories arranged departmentally across multiple floors. It aims to provide affordable prices through strategies like offering branded products at 10% less than MRP. Customer loyalty programs and gift vouchers are used to engage customers and drive repeat visits.
The document discusses the global and Indian footwear markets. The global footwear market grew 3.8% in 2005 to $159.6 billion and is forecast to reach $194.3 billion by 2010. In India, liberalization increased purchasing power and the footwear market grew 8% in 2004 to 1.8 billion pairs worth $2.4 billion. Major Indian brands include Bata, Liberty, Woodland, and Reebok. The market is shifting towards branded, casual styles and growth in sportswear, women's/kids segments.
The document provides information about Shoppers' Stop Limited, an Indian retail chain. It discusses the company's strengths, weaknesses, opportunities, threats and marketing environment. It also describes the company's product range, marketing mix, target audience, positioning and integrated marketing communications strategy.
1) The document discusses the launch of a new jeans brand called Rockstar Jeans by students Parv Sharma and Manan Singla. It includes details on the history of jeans, major jeans brands, and the marketing strategy and business plan for Rockstar Jeans.
2) The marketing strategy discusses the target audience as people of all ages who want to express their inner rockstar. The business plan outlines the production process, distribution channel, and promotional activities like print, radio, and TV advertising.
3) Rockstar Jeans aims to position itself as a high-quality yet affordable brand for mass appeal by maintaining low prices, offering refunds, and using quality materials in its jeans.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Pantaloons began in 1997 as a Future Group company to provide affordable fashion retail options to India's emerging middle class. It has since expanded to 275 stores across 136 cities with 3.8 million square feet of retail space. Pantaloons retails over 200 international and licensed brands as well as its own exclusive labels. It focuses on categories like casual wear, ethnic wear, formal wear, and accessories for men, women, and children. While Pantaloons has been successful due to its competitive pricing and wide assortment, it faces threats from increasing competition and changing consumer preferences like online shopping. The company is working on initiatives to improve customer experience in areas like store design, product variety, and staff training.
Pantaloons began in 1997 as a Future Group company to provide affordable fashion retail options to India's emerging middle class. It has since expanded to 275 stores across 136 cities with 3.8 million square feet of retail space. Pantaloons retails over 200 international and licensed brands as well as its own exclusive labels. It focuses on categories like casual wear, ethnic wear, formal wear, and accessories for men, women, and children. While Pantaloons has been successful due to its competitive pricing and wide assortment, it faces threats from increasing competition and changing consumer preferences like online shopping. The company is working on initiatives to improve customer experience in areas like store design, product variety, and staff training.
Marketing mix - Lifestyle vs Shoppers stopAashiya Khan
Shoppers Stop and Lifestyle are two major retail chains that operate department stores in India, with Shoppers Stop having a premium positioning targeting upper middle and high income customers while Lifestyle has a more youthful and stylish brand image aimed at middle and upper middle income segments. Both chains offer a wide range of apparel, accessories, beauty and home products across multiple own stores and franchise partnerships located primarily in tier 1 and tier 2 cities.
Sports Footwear Industry Analysis- Marketing Presentation.Mimansha Bahadur
This document discusses the sports footwear industry in India. It provides information on key aspects of the industry including its structure, major players and their market share, trends shaping the market, customer and competitor analysis, channels of sale and a Porter's five forces analysis. The major brands like Nike, Adidas, Puma and Reebok are discussed in terms of their positioning and segmentation of customers into categories like sporty, elite sports, fashion sports and budget conscious.
The ethical clothing market saw rapid growth in 2008 but sales have since declined gradually. Major retailers are adding their own ethical lines to boost sales. Customers want sustainable, durable clothing and are more aware of working conditions due to incidents like Rana Plaza. Organic cotton sales rose 35% in 2009 and account for an estimated 1% of global cotton production. The ethical clothing market remains small at just over 1% of the UK apparel market. Future growth is expected from more recycled materials and vintage/upcycled products. Key players include G-Star Raw, Levis, Free People, and Nudie.
1. COMPETITOR ANALYSIS FOR AN UPCOMING MULTI-BRAND FASHION RETAIL STORE BY: SHIVANGI SRIVASTAVA B.F.TECH SEMESTER VIII
2. OBJECTIVE OF THE PROJECT Ascertain the competitor’s positioning and value proposition in the market and in consumer perception Understand the assortment breadth/depth in terms of the major items, styles, colors, sizes and brands stocked Determining the Price points of different Categories Determining the Promotion Mix used by the Competitors To find out the human resource allocation plan with a view to understand remuneration and incentives
3. LIMITATIONS OF THE PROJECT Time constraint- The operational period of the project did not match with the promotional schemes and offers of the stores under study. The issues considered confidential by the store authorities were not revealed because of which we could not gain access to several data and information which we considered vital for the betterment of the project. The Project does not delve into financial aspects of retailing such as ROI, Inventory turns, Return per Square feet . It focuses clearly on marketing and merchandising elements only.
4. COMPETITOR ARRAY Methodology STEP 1: Defining the industry - scope and nature of the industry STEP 2: Determining the competitors STEP 3: Determining the key success factorspresent in the industry STEP 4: Determining Customer preferences and expectations
5. STEP 1: DEFINING THE INDUSTRY Format Type: Multi- Brand Fashion Retail Store Merchandise Mix: comprising of 30% private labels and 70% National and International Brands. Retail Space: 30,000 sq.ft approx. (3 floors) Manpower: Back-end: 20 approx. Front-end: 15/floor approx Targeted Customer Profile: Fashion conscious consumers in SEC A and B.
8. STEP 3: DETERMINING THE KEY SUCCESS FACTORS The Competitor Analysis is being done with respect to the following key parameters or 5 P’s: POSITIONING PRODUCT PRICE PROMOTION PEOPLE
12. PRESENT POSITIONING OF SHOPPERS STOP Mr. Ajay Kelkar, Customer Care Associate and Senior Marketing Manager, Shoppers' Stop, “In our present campaign, we have shifted our positioning from focusing on retail space to the mind space of our consumers.“
15. WESTSIDE LIFESTYLE SHOPPERS’ STOP Lights on ceilings of the trial room AC Vent outside the trial room & hooks AC Vent inside the trial room Centralised AC Mirrors on just one side Mirrors on 2 sides- not aligned from edge to edge and lights in between the mirrors Mirrors on 3 sides- aligned from edge to edge and lights in between the mirrors Stool placed in the trial rooms Door of the trial room with hooks Door of the trial room with hooks
17. WESTSIDE SHOPPERS’ STOP LIFESTYLE Huge mirrors In all the segments Narrow width single mirror on each floor Huge mirrors at the accessory segment Sofas and chairs present at every level near cash counters as well as between sections No Seating Arrangement for customers Chairs present near the cash counters One-way Escalator Capsule Lift One-way escalator and staircase
25. GENERAL OBSERVATIONS It is noted that in most of the categories the no. of style options available in Lifestyle is 20-25% lesser than that of Shoppers’ Stop; except Footwear Category- Lifestyle Shoe Mart collection far exceeds that of Shoppers’ Stop. In most of the Categories the no. of style options available in Westside is almost half of Lifestyle 4-5 colors (approximately) are available for most of the styles like for T-shirts, Tops, kurtis, etc. ASSORTMENT PLAN
26. MEN’S WEAR OBSERVATIONS Private label in Shoppers’ Stop and Lifestyle does not exist for categories like Suits and Coats Jackets Track pants Shorts Denim Shirts Ethnic Wear(Lifestyle had both but price point was not distinct) Innerwear like Vests, Underwear, Belts, etc. Style options available in Formal Trousers in Shoppers’ Stop, Lifestyle and Westside are almost equal Value Pack of 3 T-Shirts in a set in Different colors was being promoted in both Shoppers’ Stop and Lifestyle whereas it was not present in Westside. ASSORTMENT PLAN
27. MEN’S WEAR OBSERVATIONS Innerwear was mostly available in sets. More of singles counts are used for sport/casual wear shirts across all the brands After cotton/ cotton mix (60%) Polynosic (21%) trousers were predominantly present in Shoppers’ Stop and Lifestyle. Fast moving size : 40” and 42” (shirt) both account 66%, 32” and 34” (Trouser) both account 62%. Least moving size: 46” and 44” (shirt) both account 9% only, 38” & 40” in trouser 4%. ASSORTMENT PLAN
28. WOMEN’S WEAR OBSERVATIONS Presence of only Private Label in Lifestyle and Shoppers’ Stop in Categories: Formal Skirts Casual Skirts Presence of only National Brands in Shoppers’ Stop and Lifestyle in Categories: Cargoes Track-Pants Shorts Denim Skirts Category SKD in Lifestyle and Westside had almost similar style options. Ikat, khadi, Mangalgiri are popular among kurtis and SKDs. ASSORTMENT PLAN
29. WOMEN’S WEAR OBSERVATIONS Style options available in Lifestyle and Shoppers’ Stop are almost Same in categories: Formal Shirts T-Shirts and Tops Denim Skirts Cargoes Shorts Denims Belts Slips and Spaghettis Style options available in Lifestyle is more than that of Shoppers’ stop for Categories: Scarfs Kurta ASSORTMENT PLAN
30. KID’S WEAR OBSERVATIONS There is a dominance of the blue and pink colors. Party wear frocks present were constructed by material poly-cotton, poly-viscose and other synthetic blends. Wider options are available for smaller sizes(smaller age group). ASSORTMENT PLAN
31. FOOTWEAR’S WEAR OBSERVATIONS Lifestyle has got a very strong merchandise mix as compared to its competitors. HawaiChappals and Kolhapuri shoes are only present in Lifestyle. Lifestyle has got more than double collection of Women’s slippers than that of Shoppers’ Stop. Lifestyle has got more than the four times the collection of Women’s casual shoes than that of Shoppers’ Stop. Westside has very limited style options especially for Men’s Category. ASSORTMENT PLAN
33. GENERAL OBSERVATIONS Price-points of lifestyle and Shoppers’ Stop are almost head-on-head; except Men’s Jacket Women’s slippers Women’s Sports Shoes The price point of Westside is prominently low as it comprises only of Private Labels. ASSORTMENT PLAN
34. MEN’S WEAR OBSERVATIONS Maximum options were present in the price-point 1199 for both Shoppers Stop and Lifestyle in Formal Shirts while in Westside it was in price-point 699. Highest price-point for Suits and Jackets was present at Shoppers Stop at 16499. ASSORTMENT PLAN
35. WOMEN’S WEAR OBSERVATIONS No distinct price-points for private label and National Brands in Shoppers Stop as well as Lifestyle for Formal shirts Jackets Ethnic Wear Scarf It was observed that there was a vast difference in price-points of private labels and that of National Brands in Shoppers Stop and Lifestyle for Suits and Coats ASSORTMENT PLAN
36. WOMEN’S WEAR OBSERVATIONS Kurtas with Yolks (priced at 549) were present in Lifestyle and not in ShoppersStop and Westside. Kurtas with belt (priced at 399) were present in Westside and not in Shoppers Stop and Lifestyle Kurtas with pin tucks (priced at 599) were present in Westside and not in Shoppers Stop and Lifestyle. Empires waistlines (priced at 499) were present in ShoppersStop and not in Lifestyle and Westside ASSORTMENT PLAN
37. KID’S WEAR OBSERVATIONS Maximum options were present in the price-point 399 for both Shoppers Stop and Lifestyle in tops while in Westside it was in price-point 299. Maximum options were present in the price-point 699 for both Shoppers Stop and Lifestyle in bottoms while in Westside it was in price-point 299. Basic products of Lifestyle and Shoppers Stop start at higher price points than those of Westside. ASSORTMENT PLAN
38. FOOTWEAR’S WEAR OBSERVATIONS Lifestyle has got maximum option available at price point 799 for Women’s Slippers. Lifestyle has got maximum option available at price point 1399 for Women’s Casual Shoes. Gaps exist in Price point of Kid’s Footwear in Lifestyle – like Girl’s shoes are available for 1500 and 1000 and there is no price point between them ASSORTMENT PLAN
49. IV. PROMOTION: LIFESTYLE END OF SEASON SALE depicted on a bright red background along with the sale period duration as well as maintaining its position of being a fashionable store..
54. IV. PROMOTION: WESTSIDE Newspaper Ad and in-store sales promotion with extensive use of red color to attract customer focus END OF SEASON SALE
55. IV. PROMOTION: WESTSIDE PROMOTION DURING DIFFERENT SEASONS ‘Stay stylish this monsoon with westside’ July, 2007 ‘Buy 2, get 1 free’ offer on kidswear! Back to College offer on Youth Wear Jungle Safari promotion offer on kids stuff Flirt with Florals this summer
56. Special promotion for stock completion Promotion by means of Vinyl posters and mannequins Signages denoting various dept. IN-STORE PROMOTIONS Promotion of Infant trolley with Soft Toy Use of Banners for promotion
75. SHOPPING EXPERIENCE VM CUSTOMER SERVICE VALUE FOR MONEY STYLE OPTIONS NO. OF NATIONAL BRANDS SIGNAGES PARKING FACILITY S A T I S F A C T O R Y AMBIENCE SALES PROMOTION LOYALTY PROGRAMS ADVERTISEMENT EXCHANGE PROVISION BILLING FACILITY AISLE SPACE VM BILLING FACILITY AISLE SPACE PARKING FACILITY SHOPPING EXPERIENCE LOYALTY PROGRAMS NO. OF NATIONAL BRANDS EXCHANGE PROVISION VALUE FOR MONEY STYLE OPTIONS CUSTOMER SERVICE SIGNAGES AMBIENCE ADVERTISEMENT SALES PROMOTION U N S A T I S F A C T O R Y
76. RECOMMENDATIONS- FOR POSITIONING The new retail store should be positioned in between Lifestyle and Shoppers Stop with emphasis on quality and fashion and latest trends that provides value for money to the customer giving them a wonderful shopping experience. The upcoming store should have a suitable loyalty program. The tagline of the store should be clear and simple so that the customer can easily relate it to the fashion retail store Advertisement via television should be used apart from other means like hoarding, newspaper, pamphlets to create awareness and publicity Brand endorsement should be done by using celebrities to arouse the interest of the target customer and to position it on the fashion plank The outlet should emphasize on brand building as people buy product not as a brand but as a store product
77.
78. RECOMMENDATIONS- FOR POSITIONING There should be a minimum of 6 feet aisle space between different segments to facilitate movement Comfortable seating arrangement should be provided There should be atleast 5 trial rooms in each segment which should be spacious having mirrors on 3 sides, hooks provided on the door, sufficient lighting and stool. Prominent signages should be placed in each of the sections indicating the sizes, styles, section name, etc to avoid any sort of ambiguity It should also provide for services like alterations and exchange provisions to strengthen customer services Adequate lighting facility at window display should be there to enhance its affect. Private labels should be advertised to create awareness among the target customers The store should provide for a good ambience by use of appropriate lighting fixtures, walls and ceiling design, flooring etc
79. RECOMMENDATIONS- FOR PRODUCT Merchandise mix should comprise of national and international brands (70%) and private labels (30%) for the upcoming fashion retail format Fast moving sizes should be determined and provisions should be made for stock replenishment New offerings should be clubbed and displayed in reasonably size and place Each option in all brands should be reviewed after initial response from customers There should be sufficient style options across all segments and categories Quality should be maintained and the merchandise provided should also be durable apart from being stylish and trendy
80. RECOMMENDATIONS- FOR PRICE Price gaps should be minimized as much as possible to offer the customer options at each price point Merchandise should cover a wide range in terms of price points so that it caters to different customer segments having different disposable income The merchandise mix should be priced at intervals of hundred rupees.
81. RECOMMENDATIONS- FOR PROMOTION Promotion mix should include print media, hoardings and advertisement on air (TV, radio) and internet Since in different parts of India different festivals are important, the store should promote its merchandise according its demography to encash on the festive mood of the customers Even during the end of season sale, the merchandise should not be dumped as it gives a very uncouth look and is not appealing to the customer and may go against the store image and positioning
82. RECOMMENDATIONS- FOR PEOPLE The CSAs should be regularly given product training so that they can clear the minor queries of the customer regarding fabric quality, composition etc The CSAs should be provided sales training to understand the customer temperament and convince them to buy There should be incentive schemes given to CSAs which should include a share of the sale done by them
83. Senior Concept Manager (1) Concept Manager (1) Merchandise Controller (1) Assistant Concept Manager (1) Asst Merchandise Controller (2: Men + Ladies) Supervisor (2) Ladies Western Wear Supervisor (1) Mens Formals, Casuals & Accessories Supervisor (1) Denim Wear Supervisor (1) Ladies Ethnic & Lingerie Senior CSAs (2) Mens Formal & Accessories Mens Casual Senior CSAs (2) Senior CSAs (2) Senior CSAs (2) 1. Ladies Ethnic 2. Lingerie CSAs (including juniors) -35 SUGGESTED HIERARCHY FOR THE FASHION RETAIL STORE