questionnaire
TRANSCRIPT
“Comparative Analysis for Tommy
Hilfiger & Study of New Entrants”
QUESTIONNAIRE
STORE:
AREA:
Q1 Please specify the theme for this season? --------------------------------------------------------------------------------------------------
Q2. What are the fabrics for SS10, e.g. Cotton, Lycra, Silk, Chiffon etc?
--------------------------------------------------------------------------------------------------
Q 3. Please tick the average number of bills/invoices you generate per day:
Below 20 25 30 35 4045 45 50 55 60 Above
Q4. What is the average number of pieces /merchandise you sell per bill per day?
-------------------------------------------------------------------------------------------------- Q5. What Price range, styles, size and colors are offered in following categories:-
WOMENS WEAR
Categories
Price points
Styles Average Depth
Size Range
Colors
Knit tops -
Knit Dresses -
Woven Tops -
Woven Dresses –
Jackets -
Sweaters –
Skirts -
Trousers -
Jeans -
Shorts –
MENS WEAR
Categories Price points
Styles Average Depth
Size Range
colors
Knit Tees -
Knit Shirts -
Woven Tees -
Woven Shirts -
Jackets -
Sweaters –
Trousers -
Jeans -
Shorts –
Q 6. Which category sells the most (in %age)?
Category Men’s wear- Women’s wearTees/ tops ShirtsJeansTrousersShortsJackets/ SweatersSkirts NADresses NATotal contribution 100% 100%
Q7 How much is accessories (if any) contribution in sales? --------------------------------------------------------------------------
Q8. What is your average daily Sales?
a) Less then Rs.30,000 d) Rs. 1,00,001 – 2,05,000
b) Rs.30,001 – 65,000 e) More than Rs. 2,05,000
c) Rs. 65,001 - 1,00,000
Q9.Please specifies approx. how many customers visit your store daily:
a) Less than 50 c) 101 - 200
b) 51 - 100 d) 201 & above
Q 10. Approx. how many pieces you sell in a day? ---------------------------------------------------------------
LIMITATIONS OF THE STUDY
This study has attempted to delve into some of the important issues. However it
is admitted that there are some limitations in the conduct of this study which are
as follows:
Store managers were not so keen in providing any kind of information
about the brands.
Study of competitor brands was limited to Bangalore city only.
Study for the project was mainly carried on weekends, due to office
responsibility & store managers usually have busy schedule on weekends
so therefore they filled the questionnaires in hurry/ impatience.
Instead of all these situations I have tried to give the best possible
picture/mapping of the competitors of Tommy Hilfiger.
The time was limited for the study.
RESEARCH OBJECTIVES
1. Comparative Study of the competitors of Tommy Hilfiger.
Sub Objective:
i. Analyse the competitors of the brand in terms of the positioning,
merchandise carried, price points, relevant retail space occupied,
business generated and other retail parameters like footfalls.
Research Methodology:
Type: Descriptive Study
Scope : combination of theoretical study as well as Statistical Study
Sample Unit: Store managers & Store staff ; Sample Size: 7
Research Instrument -
Primary Data
Questionnaire & Personal interviews of Store Managers.
Interview with back end managing staff and merchandisers.
Secondary data
Collection of Data using Retail software: Retail Pro.
Websites & web pages mentioned in the bibliography.
Questionnaire- design development (Question response format)
1. Open ended questions (unstructured and spontaneous). Help in exploratory
research and opening during initial questions.
2. Closed ended questions (question format which is structured and closed).
Multiple choice questions.
EXECUTIVE SUMMARY
India has sometimes been called a nation of shopkeepers. This epithet has its
roots in the huge number of retail enterprises in India.
Sales through supermarkets and department stores are small compared with
overall retail sales. However, their sales grew much more rapidly (about 30% per
year during the review period). This high acceleration in sales through modern
retail formats is expected to continue during the next few years with the rapid
growth in numbers of such outlets in response to consumer demand and
business potential.
The whole concept of shopping has altered in terms of format and consumer
buying behaviour, ushering in a revolution in shopping in India. The Indian
retailing sector is at an inflexion point where the growth of organized retailing and
growth in the consumption by the Indian Population is going to take a higher
growth trajectory.
In such a scenario one of the key areas of concern is to cater to a diverse
customer base and that too spread over extensive geographical boundaries.
Hence there is a constant quest to identify ideal processes in retailing which
would give maximum profit that too in most cost effective manner.
INDIA'S ORGANISED RETAIL STORY
The Indian retail market, which is the fifth largest retail destination globally, has
been ranked as the most attractive emerging market for investment in the retail
sector by AT Kearney's eighth annual Global Retail Development Index (GRDI),
in 2009. As per a study conducted by the Indian Council for Research on
International Economic Relations (ICRIER), the retail sector is expected to
contribute to 22 per cent of India's GDP by 2010.
With rising consumer demand and greater disposable income, the US$ 400
billion Indian retail sector is clocking an annual growth rate of 30 per cent. It is
projected to grow to US$ 700 billion by 2010, according to a report by global
consultancy Northbridge Capital. The organised business is expected to be 20
per cent of the total market by then. In 2008, the share of organised retail was
7.5 per cent or US$ 300 million of the total retail market.
A McKinsey report, 'The rise of Indian Consumer Market', estimates that the
Indian consumer market is likely to grow four times by 2025. Commercial real
estate services company, CB Richard Ellis' findings state that India's retail
market has moved up to the 39th most preferred retail destination in the world in
2009, up from 44 last year.
India continues to be among the most attractive countries for global retailers.
Foreign direct investment (FDI) inflows as on September 2009, in single-brand
retail trading, stood at approximately US$ 47.43 million, according to the
Department of Industrial Policy and Promotion (DIPP).
India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to
US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10 per
cent. As a democratic country with high growth rates, consumer spending has
risen sharply as the youth population (more than 33 percent of the country is
below the age of 15) has seen a significant increase in its disposable income.
Consumer spending rose an impressive 75 per cent in the past four years alone.
Also, organised retail, which is pegged at around US$ 8.14 billion, is expected to
grow at a CAGR of 40 per cent to touch US$ 107 billion by 2013.
The organised retail sector, which currently accounts for around 5 per cent of the
Indian retail market, is all set to witness maximum number of large format malls
and branded retail stores in South India, followed by North, West and the East in
the next two years. Tier II cities like Noida, Amritsar, Kochi and Gurgaon, are
emerging as the favoured destinations for the retail sector with their huge growth
potential.
Further, this sector is expected to invest around US$ 503.2 million in retail
technology service solutions in the current financial year. This could go further up
to US$ 1.26 billion in the next four to five years, at a CAGR of 40 per cent.
Moreover, many new apparel brands such as Zara, the fashion label owned by
Inditex SA of Spain, UK garment chain Top shop, the Marc Ecko clothing line
promoted by the US entrepreneur of the same name and the Japanese casual
wear brand Uniqlo are preparing to open outlets in India.
PREMIUM BRANDS SECTOR & BACKGROUND
The domain of Premium brands in India has been an uncharted territory till now.
And new business development till now has been a complicated proposition
considering the risk involved due to the high unit value of the merchandise
involved and the decision factors bearing a mix of inspirational and regular
customers.
THE MARKET TODAY- INDIA AND BEYOND
As economic growth picked up to more than 9 per cent in recent years, global
retailers Wal-Mart, Tesco and Germany's Metro AG felt the pull. But the lure has
dimmed as economic growth has slowed to below 7 per cent and spending has
tightened. Retailers are closing stores, curbing spending and repositioning
themselves to ride out the tough times. Some brands are going for a perpetual
sale, analysts say these are strategies to wade through troubled times and to be
able to pay rent till the markets start looking positive. Analysts say the economic
slowdown is likely to lead to more focus on value-retailing in clothing and food in
coming months and a shift away from lifestyle retailing, a strategy that should
benefit local retailers but something that that is augured not to go down well with
the premium foreign brands that have invested a lot in the India story. India's
largest listed retailer, Pantaloon Retail, faced with falling sales in various
products and high inventory costs, is reworking its strategy. It is focusing on cost
and supply chain efficiencies, high-margin private labels, better credit terms and
prices from vendors and re-negotiating lease rental agreements, Fitch Ratings
said. Cash-strapped Vishal Retail is closing stores and has no plans to open
more next year, but will expand through the franchisee route. British retailer
Marks and Spencer, facing falling sales at home, is repositioning itself in India,
and is looking at larger format stores to attract more people. Also, M&S has
started to source a major chunk of its merchandise from India and reduced prices
by 20% as part of its new strategy. Others are more cautious -- Britain’s Home
Retail pulled out of an Indian mail-order catalogue venture in January because its
expectations had not been met. French retailer Carrefour, which, media reports
say is searching for a joint venture partner for its India retail operations, plans to
open its wholesale outlets in the country by the end of 2009 or early 2010.
The setback for retailers in India is seen as a necessary one after companies
opened outlets at a furious pace in unviable locations at exorbitant rents, charting
out ambitious expansion plans relying on debt. Overseas retailers are still keen
on India but prefer to wait for a year or more.
The credit crunch that began in the United States and quickly spread globally has
slowed retail growth and added to the financial stress of retailers worldwide.
India’s GDP growth forecast for 2009 has been brought down to around 6% by
the central bank head D Subbarao. Indian retail had to face a reality check as the
sky-high rentals and super aggressive expansion plans made a lot many gather
dust as the weak fundamentals of their fast-paced growth could not withstand the
onslaught of recession- a case in point Subhiksha.
India topped the AT Kearney's annual Global Retail Development Index (GRDI)
for the last three years, maintaining its position as the most attractive market for
retail investment. But this year, as the markets started to tumble and growth
started to slide taking the retail growth story along with it- at least for the near
future. According to the findings, India has already achieved its peak in 2006 as
the most viable destination and is now expected to give the podium place to
other smaller countries like Vietnam. But large countries like India and China are
long term prospects and would remain viable for a long time due to their large
bourgeois population and the extent of opportunities that would reveal
themselves as growth moves from metros to rest of the country.
Also, India is facing a new predicament this time after last years’ free upward
spiral in Inflation- Deflation. Inflation has been hovering around zero for some
time now and is expected to become negative around mid 2009 and continue till
November before it again starts to rise. This has it’s pros and cons- it could be
beneficial as the prices of commodities, realty and other supply variables would
fall and that would help the industry a little in their struggle to stay afloat during
these troubled times. Also, it gives the government a free hand to reduce rates
and infuse more money into the economy to further growth. On the other hand,
Deflation could be dangerous as it has a tendency to fall into a vicious circle.
The emerging markets have retrenched, but not to such a degree that their
overall growth has been endangered. That larger growth story remains very
much intact.
For its part, India has had an unparalleled year in 2008. Its organized retail
industry grew by more than 25 percent, with new entrants coming in across all
formats and categories. In the grocery category alone, the top five firms had a
combined store growth exceeding 50 percent. Specifically, Casino opened the
first of 25 Le Marché stores it plans to open in India, while competition intensified
as more retailers moved into the smaller, less competitive cities. However, what
remains to be seen is whether India can sustain the growth in 2009 as the credit
crunch and higher cost of capital will make large-scale expansion on multiple
fronts more difficult to sustain.
India continues to be among the most attractive countries for global retailers
despite the recent slump in the economy that economists say is temporary and
does not dent the long term story. But restricted foreign investment in Indian
retail puts off overseas firms, who prefer coming in on their own. Single brand
foreign retailers are allowed to take up to 51 per cent in a venture with a local
firm, while multi-brand retailers are limited to franchise license operations.
At $511 billion in 2008, its retail market is larger than ever and drawing both
global and local retailers. While GDP, which grew by around 8 percent in fiscal
year 2008, projections for 2009 are a more modest—at least by Indian Standards
—7 percent. Organized retail, which still accounts for less than 5 percent of the
market, that was expected to grow at a compound annual growth rate (CAGR) of
40 percent, is now expected at around 10-15 % for next few years.
Consequently, as a democratic country with high growth rates, India’s retail
market opportunity is unchallenged. Consumer spending has risen sharply as the
youth population (more than 33 percent of the country is below the age of 15)
has seen a significant increase in its disposable income. In the past four years
alone, consumer spending rose an impressive 75 percent.
But challenges have emerged that could potentially slow the pace of growth for
new global entrants—stifling regulations, soaring real estate costs and fiercely
competitive domestic retailer groups. Also, recent credit crunch has forced a lot
of companies to rethink expansion and focus and sustenance and forced a lot of
companies into oblivion. In addition, shopping mall projects are running into
resource constraints that are delaying completions and disrupting many retailers’
entry strategies.
Global retailers, hungry to enter this market, continue to be frustrated by
restrictive government regulations. In the past couple of years, numerous
retailers, including the SP AR Group, Carrefour, Marks & Spencer and Nautica
have entered the market. The industry is also beginning to consolidate and
restructure itself to wade through the troubled times. A lot of brands that were not
strong in terms of target consumer profile and demand-supply match have had to
shut shop in a small amount of time- cases in point being Peter England People
and Allen Solly Youth.
India has one of the largest numbers of retail outlets in the world. Of the 12
million retail outlets present in the country, nearly 5 million sell food and related
products. Even with this large number of outlets, organized retail accounts for
only 4 per cent of the total market, opening huge growth potential in this
segment.
Primus Retail is a fast growing retail and distribution chain of lifestyle products -
sports and fashion apparel, accessories and footwear. A key partner for leading
international brands such as Adidas, Nike, Reebok and Levis, Primus has
presence across key markets in India through a chain of small format specialty
retail stores.
Established around 6 years back formerly known as Gitanjali Lifestyle Pvt
Limited, today commands a fleet of close to 280+ owned stores across country.
Deals from Fresh Monobrand stores to the combination of EBOs, DBOs and
MBO's in the Factory Outlet Format. We deal in the one of the most renowned
brands across India, Nike, Adidas, Levis, Puma, Reebok coupled with our
licensee brands Weekender, Disney etc. The business does extend to a lot of
LFRs in form of Shop in Shop concept. Where we command the complete
Sportswear contribution of the branded brigade of Nike, Adidas, Puma,
Caterpillar, Reebok etc.
KEY STATISTICS ABOUT PRIMUS RETAIL PVT. LTD
Locations
Bangalore Area, India
New Delhi Area, India
Headquarters India
Industry Retail
Type Privately Held
Company Size 1,500 employees
Primus Retail acquired the retail assets, including stores as well as inventory, of
Aryan Lifestyle. However, the deal did not cover Aryan Lifestyle’s corporate staff,
as Primus already had a team in place to manage the business.
Primus Retail already manages stores for Levi’s and Adidas, apart from
managing the distribution for brands like Disney. It acquired Weekender brand
from Gokaldas Images two years ago and manages a retail portfolio of around
280 stores, nationally.
Aryan Lifestyle’s exit comes at a time when India’s fashion retail industry is
wilting under the economic slowdown with rampant discounting and store
closures. Primus Retail’s move may be driven by the strategy to acquire retail
distribution assets at low valuations in a downturn.
This is an indication of the process of consolidation quietly taking in the fashion
industry, where not only the pace of sales growth has declined but margins are
also under the pressure.
Globally, there are powerful distribution players, or store aggregators, in the
fashion industry even though a big player on similar lines have still not emerged
in India.
STORES OF TOMMY HILFIGER WITH PRIMUS
1. BRIGADE STORE (2500 SQ FT)
2. LINKING STORE (3257 SQ FT)
3. GURGAON STORE (1314 SQ FT)
4. SAKET STORE (2500 SQ FT)
5. KHAN MKT STORE ( 670 SQ FT)
6. SOUTHEX STORE (440 SQ FT)
ABOUT THE BRAND
“The brand celebrates the essence of classic American cool and provides a
refreshing twist to classic American fashion. “
Tommy Hilfiger Group is a multi-billion dollar global apparel brand which remains
one of the most widely recognized and strongest names in the industry. Since
1985, the Company has developed an extremely valuable and recognizable
brand and a solid consumer base with broad demographic appeal. The
Company’s apparel products are recognized throughout the world for their classic
and timeless design. By virtue of the Company’s unique approach to fashion and
styling, the brand is firmly established within the multi-billion dollar lifestyle
market.
Nowadays Thomas Jacob Hilfiger's company, Tommy Hilfiger Inc., is a multi-
billion dollar business, which has a number of product lines including jeans,
fragrances, kids, home, golf, plus mens and women’s wear.
Tom Hilfiger is often credited with pioneering urban wear for not only generation
X in the late '90s, but also generation Y today, and many are quick to applaud
him for predicting abloom in such youth markets. An atypical American designer
to begin with, Hilfiger's signature style first started to take form - in what would
eventually become the benchmark for today's quintessential street wear.
The Company’s strategy has been to develop and leverage a highly recognizable
lifestyle brand. In its product offerings, and through the offerings of its licensees,
the Company seeks to deliver superior styling, quality and value to its consumers
worldwide. The Company’s designers work to combine spirited American styling
with unique details and fit to give time-honoured classics a fresh and updated
look. The Company emphasizes core and basic styles as the principal
components of its product offerings and its apparel products are designed to
appeal to customers who desire high quality clothing at competitive prices.
Tommy Hilfiger Group, through its subsidiaries, designs, sources and markets
men's and women's sportswear, jeans wear and children’s wear. The Company's
brands include Tommy Hilfiger, Hilfiger Denim, Hilfiger sport and Karl Lagerfeld.
Through a range of strategic licensing agreements, the Company also offers a
broad array of related apparel, accessories, footwear, fragrance, and home
furnishings. The Company's products can be found in leading department and
specialty stores throughout the United States, Canada, Europe, Mexico, Central
and South America, Japan, Hong Kong, Australia and other countries in the Far
East, as well as the Company's own network of outlet and specialty stores in the
United States, Canada and Europe.
Tommy Hilfiger works on the design philosophy that says “American classics with
a twist” and that is exactly what they create season after season by making time-
honoured classics and giving them an updated look to match the discerning
customers of today.
Tommy Hilfiger distributes its products in about 65 countries worldwide with
around 800 retail locations that distribute its products throughout the world.
The brand Tommy Hilfiger targets the age group 25 to 35 and appeals to all
those people seeking a new interpretation on the classic American style.
BRAND OVERVIEW
Founded in 1984, Tommy Hilfiger Corporation, through its subsidiaries, designs,
sources and markets men's and women's sportswear, jeans wear and children’s
wear under the Tommy Hilfiger trademarks. Through a range of strategic
licensing agreements, the Company also offers a broad array of related apparel,
accessories, and footwear, fragrance and home furnishings. The Company's
products can be found in leading department and specialty stores throughout the
United States, Canada, Europe, Mexico, Central and South America, Japan,
Hong Kong and other countries in the Far East, as well as the Company's own
network of specialty and outlet stores in the United States, Canada and Europe.
The Tommy Hilfiger brand was born from the concept of adding a modern twist to
classic American-styled apparel. The universal appeal of the brand has allowed
the Company to become one of the world's most highly recognized designer
brands. As a result, Tommy Hilfiger has succeeded in establishing a connection
with consumers that goes beyond a single product category. By offering a broad
array of apparel, shoes, accessories, fragrances and home products and utilizing
innovative marketing programs, the Company has built a global lifestyle brand for
men, women and children of all backgrounds. The Company's objective is to
deliver a consistent brand message across its full product offering. To ensure all
products reflect the Tommy Hilfiger brand image, the Company works closely
with each licensee to maintain its brand's high standards.
THE INDIA STORY: TOMMY HILFIGER
In April 2004, The Murjani Group launched the first International Lifestyle
Designer Brand in India – Tommy Hilfiger. Within the first twelve months, the
group opened a record breaking eight free standing Tommy Hilfiger stores,
across six cities. Tommy Hilfiger was launched as a joint venture of the Arvind
Lalbhai group. Called Arvind Murjani Brands Pvt Ltd, the company was a joint
venture between Murjani and Lalbhai groups for marketing and distribution of this
brand in the country.
AMB started in India with the introduction of Tommy Hilfiger’s sportswear, men’s
jeanswear and junior jeanswear collections in speciality stores across the
country. Later on, the brand increased its range to include Sportswear and
Jeanswear for men and women though kids wear was discontinued due to
consistent lack of sales and a feasible short term future for the range in India.
Five years after its foray into India, the premium lifestyle brand is the biggest in
Indian premium retail space.
Although Tommy Hilfiger’s Brand Equity was a given, this has been made
possible by an aggressive management wherein the brand was the first premium
brand to look forward and expand to TIER-II cities like Pune, Ahmadabad, Kochi
and many others through presence in department stores such as Pantaloons
and Shoppers' Stop. What also helped was the early bird effect wherein the
brand benefitted from being one of the first entrants in the Indian retail space.
The CEO for Tommy Hilfiger India is Mr Shailesh Chaturvedi.The Company
currently has flagship stores across all major cities like Delhi, Mumbai, Chennai,
Kolkata, Bangalore, Hyderabad and Chandigarh and is also present across the
TIER-II cities.
The prices in India are in-tune with what is there internationally and the apparel
range starts at Rs.2, 000 for a shirt to Rs.40, 000 for a jacket. The accessories
start at Rs.2, 500 and go up to Rs.7, 500.
In addition, the group also launched several licensed categories including
eyewear, watches, men’s underwear, shoes and fragrances through relationships
with some of India’s largest and most respected organizations. This again made
the Murjani Group the first, to introduce the concept of licensing of lifestyle
brands in India. In India, the Murjani Group is the master licensee for the Tommy
Hilfiger brand.
Earlier the company had Sierra Industries for footwear as Licensee for footwear
in India, but due to some complications with the licensee, footwear as part of the
Indian product portfolio was discontinued.
The sizes at Tommy India are US based only and a general rule of thumb
followed by store staff is to take the American sizes as one size bigger than
Indian sizes- though it also depends on the fits as Tommy Hilfiger is available in
a number of fits- custom fit, regular fit, trim fit, slim fit, etc and the maximum
sellers are M & XL which are L & XXL respectively for Indian sizes. A lot of
customers at Tommy Hilfiger are foreigners and global travellers and therefore
they stock cardigans even in summers.
Tommy Hilfiger is one of the largest spenders in the premium apparel space in
India on advertising (print and outdoors) and a significant portion of the
company's expenditure goes into media spends. Till recently, it was the biggest
spender in media in its category but brands like Esprit have taken that mantle
now. The company executives maintain that the appeal of the brand is such that
they don’t need to advertise and the brand has its set of loyalists who keep
coming back.
Music is an integral part of the brand's image. Tommy Hilfiger is involved in
encouraging and promoting music talent and organising performances. Singers
Enrique Iglesias and Beyonce Knowles are the faces of its perfume range.
As of now, the brand sources all its products from the US but keeps the Indian fit
and size in mind. The colour palette, trends, pricing and quality remain the same
worldwide. But to counter other brands like United colors of Benetton-though that
is not a direct competitor and plays in the mass to lower-premium market while
Tommy plays in the Mid-Premium market- that have their production in India and
hence reap higher profits due to greater control over margins, pilot runs are being
carried out for production in India for certain products. This is especially
important considering the highly competitive market these days with a barrage of
international brands finding their way towards Indian shores lately.
Tommy Hilfiger recently announced the national
launch of its exclusive customer loyalty programme.
This is a part of the company's CRM (Customer
Relationship Management) programme and is titled
THE CLUB. For the launch the apparel giant tied up
with Accentiv, the French expert on loyal marketing.
The launch event was held at the brands flagship
store at DLF Mall, Vasant Kunj, and New Delhi and attended by celebrities the
Roadies star Rannvijay and the glamorous actor Chitrangadha Singh and both
were were presented with exclusive membership of this loyalty programme.
At the launch Shailesh Chaturvedi, CEO and Director of Tommy Hilfiger Apparels
India said, “The 80:20 rule works for our set of ‘well to do’ consumers, where
80% of store business comes from 20% of our core consumers. There has
always been a need for pampering this loyal set with exceptional privileges to
strengthen the brands connects. For a premium brand like Tommy Hilfiger, CRM
is something very strategic which can lead to an increase in store business, and
further strengthen Tommy Hilfiger’s leadership position in India.”
There are 2 levels of membership in THE CLUB, Gold and Silver, with separate
eligibility criteria. The customer loyalty programme is strongly aligned with the
brand's architecture and its marketing philosophy of FAME, which stands for
Fashion, Art, Music and Entertainment. All the privileges in this programme have
been linked to these four focus areas.
The privileges include invites to events held by stylists and designers, music
launches, movie invites for the opening weekends and the likes. The value
benefits for the Gold members are previews of collections, extended shopping
hours for their convenience, home delivery of altered garments, exclusive
changing rooms and thoughtful gifts on special occasions such as birthdays and
anniversaries.
The event also included an exclusive preview of the brand’s Spring/Summer
2010 collection. The audience was an eclectic mix of personalities from fashion,
music and the corporate arena in the capital.
Tommy Hilfiger was launched in India, in April 2004 by Arvind Murjani Brands
Pvt. Ltd., a joint venture between the Murjani Group and Arvind Brands Ltd. And
since then the Tommy Hilfiger has become a leading international apparel and
accessories brand in India. The brand is available through over 700 select points
of sale, covering over 60 cities across India.
VENDORS OF TOMMY HILFIGER
The group has sub-licensing relationships with several Indian companies
for the various categories of Tommy Hilfiger —
Arvind Murjani Brands for apparel,
Titan Industries for watches,
Intercraft for perfume ,
Brand concepts for leather bags & accessories,
Portico for Bed & Bath,
Eastman Clothing for underwear and
Sterling Metaplast for eyewear.
TOMMY HILFIGER CATEGORIES
RANGE – TOMMY HILFIGER
Tommy Hilfiger is a premium global lifestyle brand, covering a range of major
product lines and categories organized by various divisions: Men’s wear,
Women’s wear, Children’s wear, Denim, Sport Wear and other various licensed
products such as fragrance, accessories and home furnishings. The Tommy
Hilfiger brand combines American style with unique details to give time-honoured
classics an updated look for customers who desire high quality, designer apparel
at competitive prices under the following labels or collections: Tommy (flag)
Hilfiger, Hilfiger Denim, and Hilfiger Sport.
I. TOMMY (FLAG) HILFIGER
The Tommy Hilfiger collection consists of casual sportswear and accessories
for men and women that emphasize classic American cool styling.
Product Distribution: Casual wear for men and women, footwear, socks,
eyewear, sun wear, watches, swimwear, robes and sleepwear, handbags, bags,
dress shirts, ties, suits, belts, wallets, small leather goods, fragrances, home and
bedding products, bathroom accessories, and luggage. Distribution: Department
stores and specialty stores worldwide.
II. HILFIGER DENIM
The Hilfiger Denim label consists of casual sportswear, with a focus on
premium denim-related separates for men and women. Designs are
inspired by American classics, and finished with a modern edge and fresh
spirit.
Distribution: Department stores and specialty stores in Canada, Mexico,
Central and South America, Korea, Japan, Asia Pacific, India, Australia,
and Europe.
III. HILFIGER SPORT
The Hilfiger Sport collection consists of active wear for men and women,
including apparel for fitness/training, golf, skiing, swimming and sailing.
The label is positioned at the upper end of the sportswear market.
Distribution: Department stores and specialty stores in Europe and Japan
MERCHANDISING MANAGEMENT OF TOMMY HILFIGER
Merchandising is termed as the analysis, planning, acquisition, handling and control of the
merchandise investments of a retail operation.
S.
no. Activity
EXECUTION
1 Master updating
2 Report generation from R-pro
3 Daily DSR
4 Follow up with Licensees on indents/invoices
5 PO generation
6 Tracking returns from Stores to AMB (prepare dispatch report)
7 Track uniforms
8 Defective returns tracking (all licensees : monthly returns)
9 Tracking dispatches from AMB
10 Old non moving merchandise returns (every 45 days): Only
accessory vendors
11 Ensure timely inwards
12 Maintaining allocation with pictures
This helped me understanding the working of Merchandising Department of
Tommy Hilfiger in PRIMUS Retail Pvt. Ltd.