fashion retail merchandising

Download Fashion Retail Merchandising

Post on 08-Nov-2014

107 views

Category:

Documents

1 download

Embed Size (px)

DESCRIPTION

Study of store Attribute of Esprit, Blackberry and U.S.Polo.

TRANSCRIPT

FASHION RETAIL ASSIGNMENT

Store ProfileName of the Store Head office No of outlets Retail Format Product U.S. POLO ASSN. Bangalore 50 India 3 Ahmedabad Company owned clothing for men, women and children, as well as accessories, luggage, watches, shoes, home furnishings.

Store Manager Store Address

Ms. Forum Patel Shop No 11/12, Alpha One Mall, Ground Floor, Near Vastrapur Lake, Vastrapur, Ahmedabad - 380015

Company historyO U.S. Polo Assn. brand products are authentic and

officially sanctioned by the United States Polo Association, the governing body for the sport of polo in the United States since 1890. O Today, products are sold in over 135 countries at independent retail stores, department stores and U.S. Polo Assn. brand stores. O USPA Properties, Inc. is the steward of the Associations trademarks and logos worldwide, with licensees in the U.S. and Canada, Mexico, the Caribbean, Central and South America, Asia, China, Europe, Scandinavia, Russia, and the Middle East.

STORE ATTRIBUTES Personnel:-

5 people working in the outlet 1 manager 3 Helpers 1 store keeper Selection Criteria :On the basis of work experience and communication skills Training :2 Days VARIETY & QUALITY OF THE PRODUCT:-

The product in the store include apparels and accessories for men , women and kids. Mostly made out of COTTON.

STORE LAYOUTstor e Trial rooms Display on walls rounder VM (display) Displa y on walls racks Seating area VM

reception

Store charactertics of location The temperature of the store is maintained at an

appropriate level depending upon the climate and weather outside. The store interiors is all made up with photographs

of us polo assn generating the true value of the brand. The outlet is situated in the middle of the mall

besides the other premium brands. It has only 3 stand alone stores in Ahmedabad.

Service dimension Services provided:1. 2.

3.4. 5. 6. 7. 8. 9.

Home delivery Phone ordering Parking mall Alteration facilities Loyalty cards -no Membership:- no Return policy 1 month Ease of payment - cash , credit cards , debit cards Gift vouchers

Visual merchandising The visual merchandising is decided from Head

Office at Bangalore. They change the VM every 15 days. The VM theme is always on the bases of 2 seasons collection. The VM is generally done with mannequins and appropriately all the polo accessories. There are no signage except the brand logo at the entrance.

Atmospherics Its a very well lighted store with scintillating

white lights. US Polo assn does not follow a color story but the

store interiors are made up of the wallpapers of the us polo club and wooden accessories. The music is mostly English songs as its an

American brand and is decided by Head Office. There is seating area in the store near

the

reception or payment desk.

Trial roomsThere are 3 trial rooms in the outlet.

Retail mixO Communication strategy :-

sales promotion offer newspaper advertisingO Target customer:-

It targets men and women upper middle class and for 25-45 years of customer.O Online purchasing:-

www.uspoloassn.com

Product lineTSHIRTS Rs. 900-6000

MEN US POLO CLOTHING WOMEN BOTTOM rs.1600-4000 UPPER rs.800-2000 BOTTOM rs.2800-3500

Store ProfileName of the Store Head office No of outlets Retail Format Product Store Manager Store Address Blackberrys Gurgaon 125- India 3 - Ahmedabad Company owned Formals Mr. Deepak kumar Alpha One Mall, Vastrapur Shop No Gf-36,Vastrapur, Ahmedabad, Gujarat - 380001

Company history Established in 1991 Blackberrys is one of the leading

formal wear brands in India. Identifying a potential in branded structured clothing for the changing needs of the Indian male.

Blackberrys is equipped with the latest technology of

manufacturing in 3 factories. The 22000 sq. ft plant has been specially designed for the manufacturing of suits and jackets produce 1000 units per day and 1200 formal trousers and 1500 casual trousers per day.

Today Blackberrys can be accessed across India through

about 900 plus retail outlets, 125 company owned showroom and all large format stores like shoppers stop, lifestyle etc.

STORE ATTRIBUTES Personnel:-

6 people working in the outlet 1 manager 3 Helpers 1 - tailor 1 store keeper Selection Criteria :On the basis of work experience and graduation. Training :1 week Days VARIETY & QUALITY OF THE PRODUCT:-

The product in the store include trousers, suites and jackets and gradually completed the wardrobe look with shirts, and accessories. Made up of cotton, wool, Giza cotton.

STORE LAYOUT

Service dimension Services provided:-

Home delivery 2. Phone ordering 3. Parking mall 4. Alteration facilities 5. Membership:- Silver purchase of rs. 5000 Gold purchase of rs. 12000 Platinum- purchase of rs. 25000 7. Return policy 7 days 8. Ease of payment - cash , credit cards , debit cards 9. Gift vouchers1.

Visual merchandising The visual merchandising is decided from Head

Office at Gurgaon. They change the VM every day. The VM theme is always on the bases of 2 seasons collection. The VM is generally done with mannequins and background poster of latest collection. There are no signage except the brand logo at the entrance.

Atmospherics Its a very well lighted store with scintillating

white lights. Blackberrys as said is a basically formal apparel

brand which particularly has color story of black and white.. The music is fusion in nature and decided by the

store manager. As the outlet is very spacious two sections are

givne for seating area in outlet.

Retail mix

Store ProfileName of the Store Head Office Esprit Bangalore

No of outletsRetail Format Product Store Manager Store Address

24 India (13 cities) 2 AhmedabadCompany owned Merchandise & accessories for men & women Mr. Karan Chauhan Iscon Mega Mall, No.152 & 152 A, Upper Ground Floor, SarkhejGandhinagar Highway, Ahmedabad

Company historyEsprit was founded in 1968 in San Francisco,

USA. Esprit operates more than 800 directly managed retail stores worldwide and has a presence in more than 40 countries. Esprit is listed on the Hong Kong Stock Exchange since 1993. This international brand entered the Indian retail market via a distribution agreement with Madura Fashion & Lifestyle in October 2005. With the launch of its flagship store in Mumbai . Now present in 13 cities in India,.

STORE ATTRIBUTES Personnel:-

4 people working in the outlet 1 manager 2 Helpers 1 store keeper Selection Criteria :On the basis of qualification(Graduation) Training :3 - 4 Days VARIETY & QUALITY OF THE PRODUCT:-

The product in the store include apparels, woolens and accessories for both men and women. Mostly made out of COTTON and LYCRA

STORE LAYOUTAcc dis. Display on walls and hanging (girls) VM tables Trial room s mer chan dise VM Display merch.(boys) display reception

display

Store charactertics of location The temperature of the store is maintained at an

appropriate level depending upon the climate and weather outside. The store is spacious creating the feel of less-

crowded store and display of merchandise makes it easy to a look at them. Any ESPRIT store or outlet is always located at

the left side of the entrance of the mall giving it a beneficial edge to have more walk-ins.

Service dimension Services provided:-

Home delivery 2. Phone ordering 3. Parking mall 4. Alteration facilities 5. Loyalty cards - after every purchase 6. Membership:Rs. 25,000=platinum Rs. 1,00,000= solitaire 1. Return policy 15 days 2. Ease of payment - cash , credit cards , debit cards 3. Gift vouchers1.

Visual merchandising The visual merchandising is decided from Head

Office at Bangalore which is updated every 15 20 days. They change the VM every seven days. The VM mostly have mannequins in display but no background. There are no signage except the brand logo at the entrance. There are 2 brand logo which are usually displayed in the store.

Atmospherics Lights are bit yellowish in color creating a bright

effect.

ESPRIT follows a color story of RED in its logo

and the store interior in grey and white.

The music is mostly English songs as its an

American brand and is decided by Head Office.

No seating area particularly in the store except 2

chairs near the trial room.

Trial - rooms

There are two trial rooms in the store outlet.

Retail mixO Communication strategy :-

sales promotion offer newspaper advertising Birthday discounts O Target customer:Brand ESPRIT 20 35 years (male and female) Brand edc 15-20 years girls O Online purchasing www.esprit.com

Product lineUPPER rs. 899 - 3000

MEN ESPRIT CLOTHING WOMEN BOTTOM rs.2999-6000 UPPER rs.899-3000 BOTTOM rs.2999-6000

Product line

WATCHES ESPRIT ACCESORIES

Rs. 3500 30,000

Rs. 1290 - 5000 BAGS AND BELTS

Recommended

View more >