Department Stores • Discount Stores • Single brand stores 1) Name of the store and locality 2) Is it part of a chain or a single unit 3) Look, feel and other facilities 4) Layout of a store (mention the names of the various sections and positioning of the same) 5) Size, Mode of Operations 6) Merchandise sold 7) Target audience 8) Use of technology and its implications 9) Your suggestions for the improvement - location, products, feedback mechanism, discounts/sales, CRM

1. Dhanya 20 Riya 61
Pratibha 55 Rahul 57
Mihika 45 Shreyasi 71

2. • Levi’s Indiranagar, this store is owned
by the brand and is not a franchise.
• This store is one of the flagship stores
of Levi’s in India. There are two other
stores in India under direct
administration of Levi’s- one in South
Extension, Delhi and one at Kochi
airport.
• Levi’s is a chain store under the
management of Levi Strauss & Co.
LEVI’S- SINGLE BRAND STORE

3. • This store is known as the “The Levi’s tailor shop”
because of the specialized facilities available.
• The customizations include- patchwork, pinnings, stitch
work, panelling and so on.
• They have a big digital catalogue for their
customizations.
• Being the flagship store, they also have the option of
doorstep delivery which is not available in franchises (If
that product is not available at the time of store visit).
L0OK, FEEL AND FACILITIES

4. LAYOUT OF THE STORE
• Earlier, they had different
categories separately displayed but
recently they removed the
separate sections.
• They have made it look like a
trendy lifestyle showroom.
• They have two stories in the store
where the men’s section is on the
ground floor and the women’s
section is on the first floor.

5. • The store came under the direct administration of Levi’s after the implementation of the
100% FDI rule in 2018.
• Now, they have gone organic.
• The products are also imported from Sri Lanka, China, Japan and Mexico and do not only
depend on the Indian manufacturing units.
• Every season, the buyers and store managers of the franchises are provided with a
catalogue of the latest fashion and are invited to a “CURTAIN RAISER” event.
• In this event, the latest designs are displayed and the buyers place their orders.
• They grade the products according to their needs and requirements.
• Their logistics partner is DHL.
MODE OF OPERATION

6. MERCHANDISE SOLD
APPARELS
ACCESSORIES BAGS
SHOES

7. • All adults, Geography- Pan
India (even in T2 cities), Age-
15+ years, Income- upper
middle class and above
• Psychological- Denims have
become the comfort clothes,
heavy western influence
• Behavioural- High usage, ease
of wear, long term usage, less
prone to wear and tear
TARGET AUDIENCE TECHNOLOGY AND ITS
IMPLICATIONS
• This particular store was not very
technologically advanced as some
of the other stores.
• People already are loyal to Levi’s
and hence, addition of technology
in their stores would lead to a
better customer experience and
even create a larger reach due to
WOM and peer influencers or
friendfluencers.

8. ADAPTATION TO INDIA
Initially created as ‘Poor Man’s Clothing’
Now positioned as lifestyle fashion

9. • Brand Factory is a discount store present both offline and online, catering to the
needs of men, women and kids.
• Brand factory in Neeladri Nagar is located on the main road, offering a wide variety of
brands at a discounted rate attracting a large chunk of youth.
BRAND FACTORY: DISCOUNT STORE

10. • The store is great for budget shoppers. Customers get discounts on all branded
items and further discounts if they have a membership card. They also provide
festive discounts.
• Retail merchandising pattern is used where offers and discounts on products are
displayed.
LOOK, FEEL AND FACILITIES

11. LAYOUT OF THE STORE
• The store has 2 floors with separate products categories laid out in an organized
manner.
• Products on discount occupy the central area of the store.
• Products with huge discounts are displayed right at the entry of the store to excite
the customer.
• Every offer is displayed with “ MRP v/s Discounted price” to attract the customers.

12. SIZE AND MODE OF OPERATION
• Currently in India , they have their outlets in approx. 35 cities.
• They have an electronic cash management system and the whole store is
monitored by CCTV cameras.
• Earlier Brand Factory was a ‘season minus one‘ merchandise store. Later when
the demand increased, they tied up with brands for exclusive merchandise.
• Running costs are low because all the stores are stand-alone stores. The
difference in the rent of a mall and stand-alone shop is their savings.
• In the basket of offerings, 60 percent is national and international brands; the
remaining 40 percent comes from the in-house brands.
• Current trends form 50%-60% of the stock. They sell styles/fashions that are
trending.

13. • Brand Factory targets
men and women in the
age group of 18 to 40
years.
• These are young,
aspirational and fashion-
conscious shoppers.
• Discount on branded
merchandise attracts
the customers.
• Only the use of electronic
billing system and CCTV
cameras could be
attributed to technology.
• No new technology was in
use at the store.
• Since Neeladri Nagar is a
market area near E-city,
therefore the store can be
more technologically
driven to attract the
customers.
TARGET AUDIENCE TECHNOLOGY USED

14. Who we are: Departmental Stores
• Reliance Trends, is a ready-made garment apparel store, located at 1st floor, Royal
Meenakshi Mall, Bannerghatta Main Rd, Bangalore
• Chain unit from Reliance industries
Departments/ Product
Distribution
Share of Departments
Women's wear 56%
Men's wear 22%
Kid's wear 18%
Non-apparels 3 - 4%

15. Brand Portfolio
Brands Share of Brands
Home-brands 90 %
External brands 10 %
Brands Category
Rio Women's wear
Fig Women's wear
Avaasa Women's wear
Fusion Women's wear
Hushh Lingerie line for women
Graviti Lingerie line for women
Network Formal Office wear collection
Netplay Semi-formal Office wear
collection
Pureza Men's wear
The DNMX Youth wear
Frendza Youth wear
Point Cove Kid's wear
Performax Sports wear

16. Layout, Size and Mode of Operations
• Merchandising floor: 13,000 sq. ft
• Trial rooms: 4 Men & Women sections with 6 slots
each
• Opening- 10:30 am (Before Competitors)
• Closing hours- 9:30 pm (15 minutes buffer time)
• For security and convenience: Ladies don't work
after 8 pm
• Sizes range from XS to XXXL
• Psychological method of pricing (E.g. Rs.499/-)

17. Size and Mode of Operations
• 55 Staff from Reliance Industries
• 1 store manager
• 3 Departmental managers
• 1 Manager for Visual Merchandising
• 1 Manager for Digital Merchandising
• 4 security staff
• 4 housekeeping
STAFF

18. Target Audience
Age
Women 16+
Men 18+
Kids 6 months-10 years
The target audience (Demographic segmentation): Woman's market in Meenakshi mall
Target season: Discounts offered during Dussehra & Diwali

19. Use of technology and its
implications
• Reliance Trends uses basic
technology for its store, which
includes :
• False ceiling with round white-yellow
ceiling lights creating a golden
atmosphere, allowing bright light to
fall on the clothes, highlighting their
colours.
• Music system playing light
instrumental music, creating a
relaxed ambience for the consumers
to shop.
• Installation of a display
stand at every category
showcasing latest trends
• Seating arrangement for
shoppers
Suggestions for
improvements

20. • As per our observation, with the FDI relaxation, while it might become very difficult for the
tiny outlets to giant departmental stores (Indian) to survive, it would also be very
interesting to see whether these MNCs actually impact the mom-and-pop stores much as
many of the global single-brand retailers vend only premium or luxury goods.
• For example- not many people would buy a pair of jeans from a brick and mortar store of
Levi’s considering the cheaper options present in Reliance Trends (an Indian departmental
store). The TG of these single-brand retailers is very niche (upper middle class adults and
above). It would leave space for both the Indian (departmental and discount) retailers and
foreign single-brand retailers to co-exist.
EFFECT OF NEW FDI RULE ON RETAIL
MARKET