retail store study of foreign apparel brands in india
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STUDY OF RETAIL STORES OF
INTERNATIONAL APPAREL BRANDS
Group: G-tailersTanay Chitre G013Spandana G G019Arpita Mathur G044Akshaya G046Himank Rathour G047Harsh Shah G052Ruchi Vora G066
INDIAN APPAREL INDUSTRY: A SNAPSHOT
CAGR ~13%
Increasing Consumerism
Preference for ReadymadePreference for Branded Products
Consumer Trends Influencing Indian Market
Apparel
Market
Increasing Consumin
g Population
Increasing Discretionary Spend
Increasing Disposable Income
Growing Organized
Retail
Increasing Online Retail
Increasing presence
of International Brands
Major Influencers of Indian Apparel Market
Source: http://www.citiindia.com/pdf/Harminder%20Sahni.pdf
JACK AND JONES
Outlet visited: Linking Road, Khar
Cash
Co
unte
r
Trial Rooms
Entry
Exit
Layout of the Store • Divided into 6 sections• Originals• Premium• Core• Vintage/Jeans• Jeans• Trousers/Footwear
• Walls used for• Shelves• Hanger Stands for shirts/T-
shirts• Center tables
• 2 shelves• Upper shelf: Shirts and T-shirts• Lower Shelf: Trousers
• 2 Cash counters• 5 Trial rooms at the back of the
sectionsFree Flow Layout Show Video
JACK AND JONESPrices mentioned only on mannequins. Discounts and other important pricing only explicitly mentioned
Eye level shelves: Only Shirts and T-shirts across all sections45-degree above eye-level: Shirts on hangers, Shoes
Central Tables : Upper shelf had only shirts and T-shirts. Lower shelf had only trousers
Walls: DarkMusic: RockLighting: Not too brightFragrance: Not noticeable
Boxers, Pajamas, Socks and Sunglasses near the cash counter for impulse purchases
Belts placed with Jeans on the center tables in Jeans section
MUFTI : HOW IS IT DIFFERENT FROM JACK & JONES
Cash Counter
LayoutVery simple but boring layout as compared to J&J
Loyalty Programs‘Muftisphere’ loyalty program communication boards more prominent than J&JSalesmenSalesmen immediately greet the customers while in J&J they don’t unless the customer needs helpViewing anglesMufti Deos and T-shirt combo packs as compared to Shoes and Shits in J&J
Jeans and shirts are rolled and kept in black boxes displayed as shelves.
All products are on wall shelves.
There are no center tables for display
TOMMY HILFIGERStaircase
Entry
Center Table
Trail Room
Cash Counter
Glass Display
Ground Floor
Center Table
Trail Room
Staircase
Center Table
Trail Room
Glass Display
First Floor
FREE FLOW LAYOUT
Outlet visited- Bandra
Very colorful WallsVery brightly lit
Fragrance : Standard, no specific smell
Music: Pop and Instrumental
Shirts and Tshirts at eye level mostly
Assortments are mixed. Autumn wear and winterwear is not
separated
THe CLUB – Gold members and Silver members with separate
eligibility criteria
• Divided into 2 floors• First floor- Men Clothing• Second Floor- divided in two sections-
One for Men clothing, other for Women clothing
• Walls used for• Large Display Shelves • Hanger Stands for shirts/T-shirts
• Center tables• Round
• two tier with clothes on sale with Shirts and T-shirts
• Rectangular• With fresh clothes with
accessories right at the entrance• 1 Cash counter • 3 Trial rooms at diverse locations in the
store
TOMMY HILFIGER
ONLY.
Outlet visited: Linking Road, Khar
• Layout Same as J&J store• No sub-sections of the brand
White WallsVery brightly litFragrance : Typical Ladies perfume smell
Shirts, Trousers, Pajamas everything present on the center rack
Price Communication on every shelf, every category unlike Jack and Jones
Products on 45 degrees angle: Bags and Purses
Too many mirrors near the Trial room. Trial rooms present in the inner side of the store
A section of bags, scarves and other accessories towards the exit
VERO MODA
Outlet visited: Linking Road, Khar
Cash Counter
Free Flow Layout2 sub-brandsVero modaMarquee-The Kangana Ranaut collection
A separate discount section for the mid-season sales
2 cash counters. Accessories near cash counter for impulse purchasesProducts at eye-level: TopsAt 45 degree level: BagsBelow eye-level: Tops on hangers
Walls whiteLights bright and Female scentedSoft Peppy Music
LEVI’S
Outlet visited: Satra Park, Borivali (West)
Casual chic décor with elements of wood used generously; bright lighting and peppy music
Categorized display for denims based on the fit‘Deal of the day’ mentioned upfront
Products at eye-level: DenimsAt 45 degree level: BagsBelow eye-level: Shirts on hangers
Racks placed in the aisle showcasing accessories like shoes, socks; also special hangers for latest collection
Inviting store appearance with ad posters of latest merchandise put up on the doors as also the mannequins
Traffic& Access
Site Factors
Demography
Factors Considered in Store Location Decisions
Parent CompanyLevis Strauss & Co.
Subsidiary Brands
DenizenDockers
Signature
UNITED COLORS OF BENETTON
LADIESLADI
ES
LADIESLADI
ESKIDS
KIDSTRIAL ROOM
S
TRIAL ROOM
S
STAIRS
CASH COUNTE
R
Intimation of current discount schemes on a board outside the store which is easily visible when entering
Mannequins form an important part of the store layout. Attractive mannequins for both internal external display.
1 cash counter on the ground floor .Accessories like bags and shoes near cash counter for impulse purchases
Products at eye-level: Clothes on hangers
At 45 degree level: Shelves with clothes
Bright interiors, sales personnel is polite and well dressed
There is no categorization of products, more of a discovery based setup. Prices are not mentioned only on the garments
Outlet visited: Linking Road, Santacruz
2 storeys : Both have the same layoutGround floor: Ladies and KidsFirst floor: Men (UCB + Sisley)
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