Lulu fashion store retail management

1. Lulu Fashion Store
GROUP-2 AMIT MISHRA, ANJU S NAIR, BHAVYA M, DHEERAJ E.D, LAVANYA AB
RETAIL MANAGEMENT
AMRITA SCHOOL OF BUSINESS

2. Agenda
 About the organization
 Lulu Fashion store features
 Store design
 Store operations
 Supply chain
 Major brands
 Purchasing behavior
 Promotions
 Recommendations
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3.  Established in 1990 at Abu Dhabi.
 Founder- M K Abdulla
 Managing Director- Mr. M A Yousaf Ali.
 Well-known business group based in Abu-Dhabi
 Have established over110 hypermarkets
About the Organization 3

4.  Locations- UAE, Oman, Qatar, Kuwait, KSA, Bahrain,
Indonesia, Thailand, Hong Kong, China, Kenya,
Tanzania, Benin, Egypt
 Annual turnover- 5.1 billion US $
 Providing employment over 30,000 people across the
globe.
 Forbes ranks LuLu 3rd most impactful company in the
Arab world
4About the Organization

5. Business ventures
 Retail outlets( Hypermarkets, fashion stores, department stores,
electronics and digital stores, etc. )
 Shopping malls
 Travel and Tourism
 Hotels and Convention centers
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6.  IT firm
 Flight kitchens
 Commodities trading
 Hospital
 Food processing
 Education
6Business ventures

7. Lulu Mall
 First retail venture of the group in India.
 One of the Asia’s largest shopping mall.
 Largest hypermarket in Kerala.
 Also established four verticals.
• LuLu Hypermarket
• LuLu Fashion store
• LuLu Connect
• LuLu Celebrate
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8. Hierarchy of the Organization
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9. Fashion Store 9

10. Lulu Fashion Store
 Department store
• Apparel & foot wear
• Travel accessories
• Toys and gifts
• Jewellery
• Fashion Accessories
• Cosmetics
• Sports and fitness equipments
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11.  1000 ways to make you smarter
 More than 300 brands – 98 International brands
 Shop in Shop
 Target customers – Mass Audience
 Positioning – Premium fashion and life style store
 Impulse buying
Lulu Fashion Store 11

12.  Store features
• 60,000 sq.ft
• Average footfall – 9,000 to 10,000 per day
• Peak sales time – 5PM to 10PM(week days), 10AM
to 10 PM (weekend days)
• Conversion rate- 45% - 60%
• 11 billing counters
• Destination store
Lulu Fashion Store 12

13.  Manpower
• More than 200 employees
• Headed by business head retail ( MA Nishad)
• Operations manager
• Marketing manager
• Store manager
• Buyers
• Visual merchandisers
• Sales staff
• Promoters
Lulu Fashion Store 13

14. Store Design
 Layout
• Free form
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15. 15

16. Store Design
 Interior design
• Store atmospherics
• Ambience
• Seasonal themes
• Trial of cosmetics products
• Make-up demo
• Proper stacking of products
• Soft music and lighting
• Window display and mannequins
• New arrival section for each category
• Clean and tidy environment
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17.  Store timing- 10: AM to 11: PM
 Arrangement of SKU – before 9:30 AM
 Stock checking daily
 Daily sales report
 Shrinkage - < .5%, < .8% ( cosmetics)
 Packing and unpacking
 Pricing – LRP ( 2% - 7% of MRP)
Main
store
Stock
Keeping
Back End
Office
Store Operations 17

18. Departments
 Buying and merchandising
 Finance and accounts
 HR
 IT
 Public relations
 Operations
 Marketing
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19. Supply Chain
 Suppliers
• Madura garments
• Aravind mills
• Future group
• Intercraft
• SR international
• Sahyog International
• Indigo creations
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20.  Supplier locations
• China
• Thailand
• Abu Dhabi
• India
o Mumbai
o Tirupur
o Delhi
o Surat
Supply Chain 20

21.  Warehouse
• At Paravoor
• Mode of transport – Store’s own vehicles
• Unpacking, sorting and segregation
• Final assortment and price labeling at store back end
area
• All documentations are computerized
• Buyers are responsible for product selection and order
placement
Supply Chain 21

22. Major Brands at the Store
 Unisex Fashion
John Louis
Ala made
Turtle
Flying machine
Satya
Diya
Bloom
Sizz
La fille
Lee cooper
Classic polo
Adidas
Nike
Wildcraft
Puma
UCB
Gini & Jhony
Jockey
Vardhaman
Peter England
Louis Philippe
V-star
Samsonite
VIP
Allen Solly
Black berry
Biba
Timex
Rado
Posche
Blue
Fastrack
Titan
American Tourister
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23. 23

24. Purchasing Behavior
 Conversion ratio
• Planned -10%
• Impulse buying -90%
• Weekend footfall- 30,000 to 40,000
• Most sold category- Women's and Kids wear
• An average time spent by customer 40minutes to 80
minutes
• Trolley system
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25. Promotions
 Multipack Discounts
 Combo offers
 Cross-promotions
 Leaflets
 Banners
 Newspaper Ads
 Hoardings
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26. 26

27. Promotions
 Radio Ads
 Social media
 Shelf-Talkers
 Banners
 Pillar-Branding
 Glass-Branding
 Ad agencies involved
— Takashi Walter
— Jelitta Publicity
— Dots
— Print express
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28. Promotions 28

29. Current Promotional Activities
 Gift vouchers
 Coupons
 X’ Mas season sale
 Forward magazine make over
 Sponsoring programs in FM radios
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30. 30

31. Competitors
 Reliance trends
 Fashion at big bazaar
 Westside
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32. Recommendations
 LuLu Fashion Store should adopt customer loyalty program
 Create an emotional connect through simple
useful services
 Go beyond product satisfaction to overall
brand experience
 Should launch private brands
 Location map for at the store entrance
 Sponsorship for fashion related events and media programs
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33.  Customer feed back
• More depth and breadth required in woman's
apparel
• Should do more promotions for offers and schemes
• Sales staff involvement should improve
• Should start exclusive website
33Recommendations

34. Thank You 
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