Competencies analysis of Fashion consultant in Fashion Retail Industries. Help full for fashion Retail industries for Recruitment and Development. It will be the bench mark for retail industries during recruitment.

1. SUMMER INTERNSHIP PROGRAMME (SIP)
PRESENTATION
ON
“STUDY OF KEY COMPETENCIES OF HIGH PERFORMER
FC AT UNITED COLORS OF BENETTON”
FOR
Presented by
Bijay Kumar Ray Rajbhar
MBA Semester III
Marwadi Education Foundation’s Group of Institutions
Under
Gujarat Technological University
Date: 05 Auguest 2017
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2. OUTLINES
Industry overview
Company overview
United colors of Benetton
PART-I: GENERAL INFORMATION
PART-II: RESEARCH WORK
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Introduction of the Study.
Research Methodology
Analysis and Interpretation of Data.
Result and Findings
Recommendation and Conclusion
Limitations of the Study
Scope for Further Research

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INDUSTRIAL OVERWIEW
Retail Industries in India
The Indian retail industry has emerged as most dynamic and fast-paced
industry.
It accounts for over 10 per cent of the country’s Gross Domestic Product
(GDP).
 Around 8 per cent of the employment.
India’s retail market in 2015 was US$ 600 billion

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 Private equity(PE) investment index in the retail sector, since 2008 till
first half of 2016.
Fig: Foreign Direct Investment Index 2016

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Fig: Indian Retail Market
Fashion Retail Scenario in India

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Fashion Retail
 Major Retail player in India
109 stores across 91 cities in 12 states,
2,500 crore (US$ 391.71 million) by 2020
160 exclusive retail stores, 450 brand outlet,
listed on BSE and NSE
Turnover of Rs 34.05 billion
 Future Group present in 95 cities
Pantaloons, Louis Philippe, Madura
Fashion, US$ 41 billion corporation.

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COMPANY OVERVIEW
Saffron Lifestyle Managing Director Mr. Hitesh Vaswani
has been passionate about Retail since the age of 18, so as the
birth of Saffron Lifestyle. As the business progresses Mr.
Hitesh Vaswani has introduced his Younger brother Mr. Navin
Vaswani in the business as Managing Director.
Saffron Lifestyle has been pioneer and preferred retailer for
premium brands in Gujarat and Maharashtra.
Currently Saffron is associated with following brands.

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Achievements and Awards of Saffron Lifestyle

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Best Franchisee Award” in 2011 from TOMMY
HILFIGER
Best Business Practices Award” in 2012 from United
Colors of Benetton
Best Business Excellence Award” in 2013 from United
Colors of Benetton
Best Business Execution Award” in 2014 from United
Colors of Benetton

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Stores location Pan India

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HIERARCHY IN SAFFRON LIFESTYLE TRADER
Fig: Hierarchy in Saffron

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SAFFRON: VISION & MISSION
Vision: saffron vision is to cater to the world of fashion for
consumers who love to splurge, relish and enjoy shopping.
“To create newer benchmarks & become No.1 company in the
retail industry”. saffron committed to achieve highest level of
customer satisfaction by delighting their customers.
Mission: To associate with more international lifestyle brands
for retailing across India which will help saffron to achieve
long term goal of becoming giant in the retail industry.

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United colors of Benetton
United Colors of Benetton is a well-known Italian
fashion brand being present in 120 countries worldwide
with over 6,500 stores.
The company was founded by Benetton family in 1965.
In 1969 Benetton started out of Italy, first store in Paris
The concept of United Colors was such a strong, that
company adopted the slogan as its logo.
Company enter in India in 1991-1992 with venture of DCM
Group Delhi.

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PART- II: RESEARCH WORK
BACKGROUND OF THE STUDY
Review of literature
Amrita Pani, Mahesh Sharma Lecturer, Marketing,
(BIITM), Bhubaneswar 2012:
Innovations in fashion retailing, emerging trends, scopes and
challenges.
(Apr. 2014) Prof. Kalpana Singh: challenges and Emerging
opportunities, Market Penetration, Organised, Retail Sector,
Traditional
Dr. I Carmel Mercy Priya, Principal, In 2015 :Competency
mapping is one of the most accurate and contemporary means
in identifying the job and behavioural competencies of an
individual in an organization.

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OBJECTIVES OF THE STUDY
A competency is an underlying characteristic of a person
which enables them to deliver superior performance in a given
job, role, or situation.
To Study the Existing Demographic Pattern and competencies
of fashion consultant of saffron lifestyle at united colors of
Benetton in Ahmadabad.
To understand the threshold Competencies of fashion
consultant.
To understand the Differentiating Competencies, of fashion
consultant.
To understand level of Skill, Knowledge, Social Role, Self-
Image, Trait.

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CONTRIBUTION AND LEARNING
This project is going to be of great help to the Fashion Retail
Industries towards Recruitment, Training and Development of
Fashion Consultant.
CONTRIBUTION:
LEARNING:
What is the key need in fashion consultant for sales?
How fashion consultant deal with customers?
View point of different fashion consultant about fashion and
skills required for sales
Key competency needed for sales in fashion retail

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RESEARCH METHODOLOGY
Establishing the performance criteria at the outset of the
project is critical
DESCRIPTIVE RESEARCH
Longitudinal Study
SAMPLING METHOD
Non-probability sampling techniques
Convenience sample
SAMPLING SIZE
In this study 31 samples were taken within the area of
Ahmadabad region of United Colours of Benetton.

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CONTINUE...
SOURCE OF DATA
Primary Data
Secondary Data
DATA COLLECTION METHOD
Behavioural Event Interviews
Expert Panels
Surveys

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ANALYSIS AND INTERPRETATION OF DATA
Stores of Saffron
Fig: Stores of Saffron
Brand No. of Stores
Levi's 29
UCB 36
Nike 16
Tommy Hilfiger 18
Other brands 8

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Continuation……
Stores of Saffron life style trader in Ahmadabad
Fig: Stores of Ahmadabad

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Continuation……
UCB Location Ahmadabad No. of FC
Alfa one Kids 5
Alfa one Adult 6
Himalaya 4
CG Road 3
Shyamal 3
Iscon 3
Gulmahor- Adults 2
Gulmahor- Kids 2
4D 1
CG square 2
Fig: UCB location and no of FC Of Ahmadabad

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DEMOGRAPHIC ANALYSIS OF STORE
Male 19
Female 12
Gender of Over all FC Sample
61%
39%
Gender of Over all FC in Store
Male
Femal

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Continuation……
Position OF Fashion Consultant
FC 23
Sr. FC 7
Team Lead 1
0
5
10
15
20
25
FC Sr. FC Team Leader
Position OF Fashion Consultant

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Continuation……
Education Qualification FC
Schoo
10%
Senior
Secondary
School
29%
Perusing
Graduation
13%
Graduation
Completed
45%
Master
3%
Education Qualification FC

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Continuation……
Experienc
97%
Not
Experience
d
3%
Experience

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HIGH PERFORMERS RATED BY MANAGER

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HIGH PERFORMER AND THEIR
COMPETENCIES
Role Identified Competencies Assessment Result
FC
(Vipul
Lavana)
I. Personal competencies
Stress tolerance
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
SOP knowledge
Aligns with right values
Product knowledge
Very Good
Very Good
Good
Good
Very Good
Good
Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Drive continuous improvements
Creativity
Customer Oriented
4. Interpersonal and leadership skills/competencies
Take voluntary Steps and Decision
Responds to the instant Change
Scope of change.
Very Good
Good
Satisfied
Good
Very Good
Very good
Role Identified Competencies Assessment
Result
FC
(Devendra
Agrawal )
I. Personal competencies
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
Product knowledge
3. Job related skills/ competencies
Drive continuous improvements
Customer Oriented
Very Good
Good
Good
Very Good
Good
Very Good
Role Identified Competencies Assessment
Result
FC
4. Interpersonal and leadership skills/competencies
Responds to the instant Change Good

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Continuation……
Role Identified Competencies Assessment Result
FC
(Ritesh
Macwana)
I. Personal competencies
Stress tolerance
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
SOP knowledge
Aligns with right values
Product knowledge
Good
Very Good
Good
Good
Very Good
Good
Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Creativity
Customer Oriented
4. Interpersonal and leadership skills/competencies
Responds to the instant Change
Scope of change.
Good
Very Good
Good
Good
Role Identified Competencies Assessment Result
FC
(Chirag
Desai)
I. Personal competencies
Stress tolerance
Communicates
Empowers and trained
Listening skills
High Ambitious
2. Knowledge level competencies
SOP knowledge
Aligns with right values
Product knowledge
Good
Very Good
Good
Good
Good
Very Good
Good
Good
Very Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Show empathy to others feelings
Drive continuous improvements
Creativity
Customer Oriented
4. Interpersonal and leadership skills/competencies
Organised
Take voluntary Steps and Decision
Responds to the instant Change
Scope of change.
Satisfied
Very Good
Good
Very Good
Good
Good
Very Good
Very good

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Continuation……
Role Identified Competencies Assessment Result
FC
(Akruti
Patel)
I. Personal competencies
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
SOP knowledge
Aligns with right values
Product knowledge
Good
Very Good
Good
Good
Good
Very Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Drive continuous improvements
Creativity
Customer Oriented
4. Interpersonal and leadership skills/competencies
Responds to the instant Change
Scope of change.
Good
Very Good
Good
Satisfied
Good
Good
Role Identified Competencies Assessment Result
FC
(Firoz)
I. Personal competencies
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
SOP knowledge
Taking an Appropriate decision
Product knowledge
Good
Very Good
Good
Good
Good
Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Drive continuous improvements
Customer Oriented
4. Interpersonal and leadership skills/competencies
Take voluntary Steps and Decision
Responds to the instant Change
Scope of change.
Good
Good
Good
Good
Good

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Continuation……
Role Identified Competencies Assessment Result
FC
(Komal
Vachheta)
I. Personal competencies
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
SOP knowledge
Taking an Appropriate decision
Product knowledge
Good
Good
Good
Good
Good
Very Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Show empathy to others feelings
Drive continuous improvements
Creativity
Customer Oriented
4. Interpersonal and leadership skills/competencies
Responds to the instant Change
Scope of change.
Good
Good
Good
Satisfied
Good
Good
Role Identified Competencies Assessment Result
FC
(Manisha)
I. Personal competencies
Stress tolerance
Communicates
Empowers and trained
Listening skills
High Ambitious
2. Knowledge level competencies
SOP knowledge
Aligns with right values
Product knowledge
Good
Very Good
Good
Good
Good
Very Good
Good
Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Drive continuous improvements
Creativity
Customer Oriented
4. Interpersonal and leadership skills/competencies
Take voluntary Steps and Decision
Responds to the instant Change
Scope of change.
Good
Good
Very Good
Good
Good
Very good

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Continuation……
Role Identified Competencies Assessment Result
FC
Paresh
Thakore
I. Personal competencies
Stress tolerance
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
SOP knowledge
Product knowledge
Good
Good
Good
Good
Good
Good
Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Drive continuous improvements
Customer Oriented
4. Interpersonal and leadership skills/competencies
Organised
Responds to the instant Change
Scope of change.
Good
Very Good
Good
Good
Very Good
Role Identified Competencies Assessment Result
FC
(Mittal
Panchal)
I. Personal competencies
Communicates
Empowers and trained
Listening skills
2. Knowledge level competencies
SOP knowledge
Aligns with right values
Product knowledge
Good
Good
Good
Very Good
Good
Good
Role Identified Competencies Assessment
Result
FC
3. Job related skills/ competencies
Drive continuous improvements
Creativity
Customer Oriented
4. Interpersonal and leadership skills/competencies
Organised
Responds to the instant Change
Scope of change.
Good
Good
Good
Good
Good
Very Good

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COMPETENCIES RATING OF FC BY MANAGER
Key competency of High performer Analysis by Manager and
Researcher
60%
40%
Gender of High Performer
Male
Femal

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Continuation……

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COMPETENCY IDENTIFICATION BENCHMARK
1.Over all Development of Fashion Consultant.
Empowers and trained : Posses with Sales Skills
Communicates : Exchanging information in Precise way
2.Exercises outstanding performance on this competency
Product Knowledge : Information of Product
3. Resolving Conflict capability of Fashion Consultant.
In an uncertain ambiguous environment, taking an
appropriate decision without much delay.
4. Interpersonal Understanding of Fashion Consultant.
Listening skills: Listen to others views with patience.
 Customer Oriented: Need and Desire of customer

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COMPETENCY IDENTIFICATION BENCHMARK
5. Achievement Orientation of Fashion Consultant.
Ambitious goals: High Aim in Life
Drive continuous improvements
6. Initiative
Take voluntary steps to address existing and potential
problems at the work place
7. Managing Change by Fashion Consultant
 Responds to the instant Change
 Consider the scope of change.

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RESULTS AND FINDINGS
Role Identified Competencies Assessment Result
FC
Communicates
Empowers and trained
Listening skills
SOP knowledge
Product knowledge
Drive continuous improvements
Customer Oriented
Responds to the instant Change
Common in All
Critical Competencies

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Continuation……
Role Identified Competencies Assessment Result
FC
Creativity
Stress tolerance
High Ambitious
Scope of change.
Aligns with right values
Organised
Additional Value to FC
Secondary Competencies

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Role Areas of improvement Action plan
FC
Detail consciousness
Information collection
SOP
Organised
Achieve ambitious
goals
Decision
•Update with Latest technology and
Information.
•Provide the Portal and the link for
information.
•Detail Information and Counselling
in Regular interval of time.
•Proper Training as Per their Need
•Career enhancement
•Update of Information
RECOMMENDATION

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CONCLUSION
Reward
System
Performance
Management
System
Recruitment &
Selections
Career Plan &
Career
Development
Competency
requirement
Competency
availability
Competency
acquisition/
Development
Succession
plans &
Succession
Developme
ntTraining
/developme
nt Plans &
Programs
Above Competencies are required to achieve
outstanding performance in a job.
To Achieve the above given Competencies and
Improve more the competencies following things Must
be Consider.

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LIMITATIONS OF THE STUDY
The Research survey was limited to Saffron Store of
Ahmadabad UCB.
Sample size for respondents was only 31, which may not
represent the overall population FC in Fashion Retail.
In some cases respondents were not able to give all
information in such cases as much as possible information was
taken.
Lots of people were not so responsive
Language barrier

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SCOPE FOR FURTHER RESEARCH
Further detailed study can be done:
By taking wide geographic area and Other Brand
Outlet FC
By considering more parameters.
By increasing Respondent.

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