SR NO. TOPICS PAGE
1 Executive Summary 1
2 Retail Industry 2
3 Industrial Evolution 4
4 Retailing Format in India 5
5 Recent Trends 7
6 Challenges & Opportunities 8
7 Company Profile 9
8 Men’s Wear 17
9 Men’s Ethnic Wear 27
10 Youth Section 30
11 Kids Section 34
12 Women’s Apparel Section 37
13 Conclusion & Recommendations 42
14 Bibliography 43
Indian retail is a booming industry sector where some have developed their footprints and
some are trying to get hold of the very competitive consumer market.
The stress is on how the Indian retail sector will perform in the coming years and how the
consumer will benefit the most.
It’s interesting to see that foreign retail groups are also trying to enter Indian retail foray via
the partnership route.
It is now to watch who will succeed to capture the hearts of billions of Indians.
So where all the stores with same brand of products targeting the same segment, it would
be there merchandising policy which would play a important role in there profitability.
It is the fittest and the smartest and the wisest that will survive and flourish in the Indian
So, I did a detailed analysis of Merchandising policy followed at Central Mall, which gives a
clear picture on the slow and fast moving brands and the reason for the same.
India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise
25% yearly being driven by strong income growth, changing lifestyles, and favourable
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200
billion. India retail industry is one of the fastest growing industries with revenue expected in
2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase
of 7-8% is expected in the industry of retail in India by growth in consumerism in urban
areas, rising incomes, and a steep rise in rural consumption. It has further been predicted
that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current
size of US$ 7.5 billion.
Shopping in India has witnessed a revolution with the change in the consumer buying
behaviour and the whole format of shopping also altering. Industry of retail in India which
has become modern can be seen from the fact that there are multi- stored malls, huge
shopping centres, and sprawling complexes which offer food, shopping, and entertainment
all under the same roof.
India retail industry is expanding itself most aggressively; as a result a great demand for
real estate is being created. Indian retailers preferred means of expansion is to expand to
other regions and to increase the number of their outlets in a city. It is expected that by
2010, India may have 600 new shopping centres.
In the Indian retailing industry, food is the most dominating sector and is growing at a rate
of 9% annually. The branded food industry is trying to enter the India retail industry and
convert Indian consumers to branded food. Since at present 60% of the Indian grocery
basket consists of non- branded items.
India retail industry is progressing well and for this to continue retailers as well as the
Indian government will have to make a combined effort.
India tops the AT Kearney's annual Global Retail Development Index (GRDI) for the third
consecutive year, maintaining its position as the most attractive market for retail
investment. Furthermore a report by PricewaterhouseCoopers foresees India and China to
continue as the top sourcing hubs in retail and consumer sector in the coming years.
The Indian retail market, which is the fifth largest retail destination globally, according to
industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion
by 2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely to increase its
share in the total retail market to 22 per cent by 2010.
Continuing the robust growth of the organized retail in India, according to the Credit Rating
and Information Services of India, the industry raked in US$ 25.44 billion turnover in 2007-
08 as against US$ 16.99 billion in 2006-07, a whopping growth rate of 49.73 per cent.
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. Thought the
market has been dominated by unorganized players, the entry of domestic and
international organized players is set to change the scenario.
Organized retail segment has been growing at a blistering pace, exceeding all previous
estimates. According to a study by Deloitte Haskins and Sells, organized retail has
increased its share from 5 per cent of total retail sales in 2006 to 8 per cent in 2007. The
fastest growing segments have been the wholesale cash and carry stores (150 per cent)
followed by supermarkets (100 per cent) and hypermarkets (75-80 per cent). Further, it
estimates the organized segment to account for 25 per cent of the total sales by 2011.
Driven by changing lifestyles, strong income growth and favourable demographic patterns,
Indian retail is expanding at a rapid pace. Mall space, from a meagre one million square
feet in 2002, is expected to touch 40 million square feet by end-2007 and an estimated 60
million square feet by end-2008, says Jones Lang LaSalle's third annual Retailer
Alongside, Indian cities are witnessing a paradigm shift from traditional forms of retailing
into a modern organized sector. A report by Images Retail estimates the number of
operational malls to more than double to over 412 with 205 million square feet by 2010
and further 715 malls by 2015, on the back of major retail developments even in tier II and
tier III cities in India.
Traditionally retailing in India can be traced to
The emergence of the neighbourhood ‘Kirana’ stores catering to the convenience of
Era of government support for rural retail: Indigenous franchise model of store
chains run by Khadi & Village Industries Commission
1980s experienced slow change as India began to open up economy.
Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and
Grasim first saw the emergence of retail chains
Later Titan successfully created an organized retailing concept and established a
series of showrooms for its premium watches
The latter half of the 1990s saw a fresh wave of entrants with a shift from
Manufactures to Pure Retailers.
For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music
World in music; Crossword and Fountainhead in books.
Post 1995 onwards saw an emergence of shopping centres
Mainly in urban areas, with facilities like car parking
Targeted to provide a complete destination experience for all segments of society
Emergence of hyper and super markets trying to provide customer with 3 V’s -
Value, Variety and Volume
Expanding target consumer segment: The Sachet revolution - example of reaching
to the bottom of the pyramid.
At year end of 2000 the size of the Indian organized retail industry is estimated at
Rs. 13,000 crores
RETAILING FORMAT IN INDIA
The largest form of organized retailing today. Located mainly in metro cities, in proximity to
urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all
under a common roof. Examples include Shoppers Stop, Pyramid, and Pantaloon.
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M, are focusing on specific
market segments and have established themselves strongly in their sectors.
As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at the
season. The product category can range from a variety of perishable/ non-perishable
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs.
Further classified into localized departments such as clothing, toys, home, groceries, etc.
Departmental Stores are expected to take over the apparel business from exclusive brand
showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which
started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across
India and even has its own in store brand for clothes called Stop.
Multi Brand outlets, also known as Category Killers, offer several brands across a single
product category. These usually do well in busy market places and Metros.
Large self-service outlets, catering to varied shopper needs are termed as Supermarkets.
These are located in or near residential high streets. These stores today contribute to 30%
of all food & grocery organized retail sales. Super Markets can further be classified in to
mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from
of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.
These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for
extended periods during the day, seven days a week. Prices are slightly higher due to the
Retailing in India is witnessing a huge revamping exercise as can be seen in the
India is rated the fifth most attractive emerging retail market: a potential goldmine.
Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade)
makes up 3 percent or US$ 6.4 billion
As per a report by KPMG the annual growth of department stores is estimated at
Ranked second in a Global Retail Development Index of 30 developing countries
drawn up by AT Kearney.
Multiple drivers leading to a consumption boom:
o Favourable demographics
o Growth in income
o Increasing population of women
o Raising aspirations: Value added goods sales
Food and apparel retailing key drivers of growth
Organized retailing in India has been largely an urban
Phenomenon with affluent classes and growing number of double-income
More successful in cities in the south and west of India. Reasons range from
differences in consumer buying behaviour to cost of real estate and taxation laws.
Rural markets emerging as a huge opportunity for retailers reflected in the share of
the rural market across most categories of consumption
o ITC is experimenting with retailing through its e-Choupal and Choupal Sagar
– rural hypermarkets.
o HLL is using its Project Shakti initiative – leveraging women self-help groups
– to explore the rural market.
o Mahamaza is leveraging technology and network marketing concepts to act
as an aggregator and serve the rural markets.
IT is a tool that has been used by retailers ranging from Amazon.com to eBay to
radically change buying behaviour across the globe.
‘E-tailing’ slowly making its presence felt.
CHALLENGES & OPPORTUNITIES
Retailing has seen such a transformation over the past decade that its very definition has
undergone a sea change. No longer can a manufacturer rely on sales to take place by
ensuring mere availability of his product. Today, retailing is about so much more than mere
merchandising. It’s about casting customers in a story, reflecting their desires and
aspirations, and forging long-lasting relationships. As the Indian consumer evolves they
expects more and more at each and every time when they steps into a store. Retail today
has changed from selling a product or a service to selling a hope, an aspiration and above
all an experience that a consumer would like to repeat.
For manufacturers and service providers the emerging opportunities in urban markets
seem to lie in capturing and delivering better value to the customers through retail. For
instance, in Chennai CavinKare’s LimeLite, Marico’s Kaya Skin Clinic and Apollo
Hospital’s Apollo Pharmacies are examples, to name a few, where manufacturers/service
providers combine their own manufactured products and services with those of others to
generate value hitherto unknown. The last mile connect seems to be increasingly lively
and experiential. Also, manufacturers and service providers face an exploding rural market
yet only marginally tapped due to difficulties in rural retailing. Only innovative concepts and
models may survive the test of time and investments.
However, manufacturers and service providers will also increasingly face a host of
specialist retailers, who are characterized by use of modern management techniques,
backed with seemingly unlimited financial resources. Organized retail appears inevitable.
Retailing in India is currently estimated to be a US$ 200 billion industry, of which organized
retailing makes up a paltry 3 percent or US$ 6.4 billion. By 2010, organized retail is
projected to reach US$ 23 billion. For retail industry in India, things have never looked
better and brighter. Challenges to the manufacturers and service providers would abound
when market power shifts to organized retail
Shop, Eat and Celebrate
Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.
The group’s flagship company, Pantaloon Retail (India) Limited operates over 7 million
square feet of retail space, has over 1000 stores across 53 cities in India and employs
over 25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar,
Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail
Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core
value and its corporate credo is - Rewrite rules, Retain values.
Future Group companies includes, Future Capital Holdings, Future Generali India Indus
League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and
Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset
management and consumer credit. It manages assets worth over $1 billion that are
being invested in developing retail real estate and consumer-related brands and hotels.
The group’s joint venture partners include Italian insurance major, Generali, French
retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-based
Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.
Pantaloon Retail is the flagship company of Future Group, a business group catering to
the entire Indian consumption space.
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 7 million square
feet of retail space, has over 1000 stores across 53 cities in India and employs over
Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the
US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year
2007 at the World Retail Congress held in Barcelona.
Launched in May'04 at Bangalore, Central is a showcase, seamless mall and the first of its
kind in India. The thought behind this pioneering concept was to give customers an
unobstructed and a pure shopping experience and to ensure the best brands in the Indian
market are made available to the discerning Indian customer. India’s first seamless mall, it
claims it will redefine and revolutionise the shopping experience in India. Bangalore
Central, owned by Pantaloon Retail (India) Ltd, has opened to the public in Bangalore
city's nerve centre, MG Road.
Bangalore Central houses over 300 brands across categories, such as apparel, footwear
and accessories for women, men and children, apart from a whole range of music, books,
coffee shop, food court, supermarket (Food Bazaar), fine dining restaurant, pub and
discotheque. The mall also has a separate section for services such as travel, finance,
investment, insurance, concert/cinema ticket booking, bill payments and other
miscellaneous services. Bangalore Central also houses Central Square, a dedicated
space for product launches, impromptu events, daring displays, exciting shows and art
Bangalore Central, conceptualised with a theme and tagline that says "Shop, eat and
celebrate" has new features such as centralised billing and Radio Central, India's first in-
house radio station, only some of the many things that the retail giant Pantaloons has in
the offing for Bangalore Central's customers.
Pune Central, the seamless mall, opened its second Central mall in Pune at University
Road on October 25 2007. This is the first time that Central has launched two malls in a
city and is indicative of the resounding success that it has been, in the city of Pune. Pune
Central’s second mall in the city is also in response to the tremendous demand from
Puneites from north-western part of Pune, which has emerged as an IT Hub.
Central, the country's first seamless mall, opened its brand new 'Central' mall at Gurgaon
in April 2008. It is the first time that Central launched a mall in North India. Like existing
Centrals, Gurgaon Central has been conceptualised with a theme of "Shop, Eat and
Celebrate". Sprawled over 1, 25,000 sq feet, this four-storied seamless mall offers a truly
world-class shopping experience and over 500 national and international brands. Gurgaon
Central is one of the few destinations, which offers international brands like Tommy
Hilfiger, FCUK, Springfield, CKJ, CKU, Esprit, UCB, Calvin Klein, Nautica & many more, all
under one roof. The new Gurgaon Central also houses Food Bazaar, which offers a wide
variety of groceries, fresh and frozen foods, home and personal care products. The food
court - Spoon will offer a multi-cuisine dining experience to customers, with different eating
establishments viz. State of Punjab, Republic of China, Chaat Bazaar, Hot' wich, Pizza for
friends and Not Just Dosas.
After Bangalore, Hyderabad, Pune, Gurgaon and Vadodara, Central, the seamless
mall,opened its brand new ‘Central’ at Oberoi Mall, Goregaon (East), Mumbai on May 9
2008. This is the seventh Central in India. Central has been conceptualized with a theme
of ‘Shop, Eat and Celebrate’.
Sprawling over 1 LAC square feet, Central will offer discerning shoppers options of
choosing from over 500 national and international brands across categories including
apparels, cosmetics, fragrances, eyewear, watches, accessories, sportswear, toys ,
mobiles and much more for the entire family.
The entire ground floor at Central is completely dedicated towards exclusive international
brands such as Gant, Play life, Lacoste, Replay, Springfield, Esprit, FCUK, Tommy
Hilfiger & lots more. The Central store organizes various event and activities throughout
the year to provide the customer a reason to celebrate this shopping with a difference.
Central also houses Food Bazaar, which is one of the favourite destinations to shop for
grocery, home and personal care products and all kinds of kitchenware at reasonable
prices. Food bazaar has been an integral part of all Centrals since its inception and
attracts a lot of housewives who truly love the idea of having a food bazaar in Central with
all the conveniences it offers.
About Central mall information
Total sq.ft. – 1 lakh sq.ft; including retail space + warehouse + back office
Total numbers of employee – 150 central staff + 350 brand staff
Percentage of shrinkage is taken on 6month bases; as central mall has stated its
operations from May 2008 so till date they had not done the total shrinkage
How do you plan to compete with EBO in Obaroi Mall?
By advertising, discount scheme, offer, giving more variety of product and brand option in
Average rent, total investment, B.E.P., and about the selection of Brand is done by
Business Development Head at Head Office
COO CMO HRO GCO CFO
E – Executive, O – Operation, M – Marketing, HR – Human Resources, GC – General
Category, F – finance
ABOUT FORMAT: -
Central is a seamless mall. What that means is that there are different brands, like in any
department store. However, here, the brands decide how much space they want for
themselves, and the commercials are worked out on that basis. Central store did does not
decide how much space a brand takes, unlike in any other department store, where the
department store owner decides how much space to be given to a brand.
At Central, the brands decide how they want to showcase themselves. They present
themselves the way they would present themselves in any other standalone outlet. They
also have the choice of having their own sales staff. So, for all practical purposes, Central
is a mall where the brands have their own identities – where their identities aren’t
undermined by the store’s identity. And because there are no walls between the different
brands, it is a seamless mall.
What Central has done by removing the walls is that if a specific brand has taken 200
square feet, there is no wall between the specific brand and the next brand. What is does
to the customer walking in is that it makes his or her shopping experience far simpler and
comfortable. In a typical shopping mall, when the customer is walking down the aisle, she
stops at whichever brand she is attracted to. Here, when she is going around the mall,
because she is physically moving close to the merchandise, she gets to interact with the
merchandise better. From the brand’s perspective, many more customers see and feel the
merchandise compared to a typical mall.
In a short span of its existence Central has revolutionized and redefined the shopping
experience in India. At Central, customers no longer only shop, they get SHOP-ATAINED!
The seamless mall, which offers direct walk-ins to brands, is designed to help the brands
in unleashing their complete potential. The consumer gets to experience the brand in a
setting that is uniform and bereft of boundaries. The brands housed in the Mall have the
facility to organise in-store brand promotions or launches or schemes and in turn
strengthen their image and branding. The stores are also laid out so that customers can
locate and access a category in which all the brands concerned are put together. This
means that once a customer walks into the category, all the brands get the customer's
Even between Pantaloons and Central, the shopping experiences are very different.
Pantaloons is a regular department store, while Central is a mall. At Central, what the
customer is looking at is not just shop, but shop, eat and celebrate. The idea at Central is
to give the customer something beyond just shopping. Central, for instance, has an in-
house radio – Radio Central. There are elements here that you will not find in a regular
Central shoppers can also enjoy the value added service offerings at the Central
hotspots such as Beauty Central will provide the customers valuable beauty tips and
also get their makeovers done. With Radio Central customers can have a more
pleasurable shopping experience with their favourite music as they can request for
songs to the DJs. Gift Central provides attractive gift wrappers to the customers. Other
value added services include Wi-Fi Central and Flower Central.
Merchandising @ Central Mall.
Indian men are now looking for new trends and designs in clothes. The Indian clothes and
western styles, the formal shirts and casual kurtas are all moving into to world of high
Fashion is no longer the sole bastion of the fairer sex in India. From times immemorial
men have been making a fashion statement that has made an impact on the sartorial
scenario of the country. As a nation Indians are noted to wear garments that are
unstitched, for example the lungi, dhoti, sari etc. But with the advent of modernization
certain change in the dressing habits of men has undergone innovation. Within a span of
just twenty years the readymade garment industry has grown thousand fold and the famed
Mangala Market in Calcutta which operates every Tuesday has an estimated turnover of
Rs. 7-8 crores per day.
The fastest selling western garments are the shirt, trouser and suit to a certain extent. The
western suit and texedo are also a part of the men’s wear scene and though they are
available off the peg with manufacturers like Park Avenue and boutiques, the Indian male
prefers to more often than not custom tailor them. Most department stores have a separate
men’s wear section that caters to the discriminating dresser.
The growth in the Indian men’s wear market has also lured International brands like
Benetton, Wrangler, and Pepe to try their hand at capturing a part of the business.
Hardcore mills like Bombay Dyeing launched Vivaldi shirts while Raymonds have been
successful with their Park Avenue men’s range or readymade garments.
1) PARK AVENUE:
Launched in 1986, Park Avenue provides stylish and innovative wardrobe solutions to
well-dressed gentlemen. As India's premium lifestyle brand, its designs embody the latest
in international fabric, styling, colour and fashion trends. They cater to customer needs
with formal clothing for varied occasions; be it for a day at office, high-powered corporate
meetings, family get-togethers or festive occasions.
Total Square feet:
Total Stock Displayed: 1300 pcs.
Categories: Shirts, Trousers and Blazers.
Total Options: 57
Fabrics: 100% Cotton, 50%Cotton and 50% Linen, Japanese Cotton
Range: Starting from 999/- to 9999/-
Wrinkle free Shirts are the fast selling in this section. Liquid Ammonia treatment is given to
the fabric to make it wrinkle free. These shirts are available from Rs.1699/-.
Non- Iron Shirts are catching the trend quickly. For this mercerized gas treatment with 3.8
Dura fresh treatment is given to fabric which makes it Non-Iron. These shirts are available
at the price range starting from 2599/-.
Linen trousers are fast moving in this section. In Trousers among various styles flat front
trousers are very fast moving. Park Avenue also has got slim fit trousers which have very
good fitting and drape.
All the garments are stitched with 2 ply thread which enhances the life of garments by not
unravelling the stitches.
The weekend targets given to Park Avenue are 70,000/- which they are able to achieve
2) VAN HEUSEN:
Van Heusen was introduced in 1990, a brand targeted at the Indian corporate executive.
Perceiving a market in the premium executive wear segment, which required a product
that would fulfil the latent need in corporate circles for an immaculate, superbly tailored
office shirt, Madura Garments entered the segment with Van Heusen. Other
groundbreaking collections include the Formal T's collection, the Innovative Strike
Collection and the latest Mettle Collection.
Total Square feet:
Total Stock Displayed: 1200 pcs.
Categories: Formal Shirts, Formal Pleated Trousers and Formal Flat Front Trousers,
Formal and Party wear Blazers.
Total Options: 50
Range: Starting from 1199/- to 5000/-
Walk-ins on weekends: 350
Formal shirts are fast moving at Van Heusen. The Targets on weekends are 84000/- which
they are not able to achieve. Customers generally demand for flat front trousers, cufflinks
and party wear shirts and Van Heusen has very little options to offer for. As a result their
sales are directly affected.
Blazers are very slow moving as there are just 11 options to choose from.
Turtle is Kolkata-based Turtle Ltd, the Rs 48 crore menswear readymade garments
company. It is foraying into the mass market with the launch of ‘London Bridge' menswear
brand in the economy segment. Turtle, at present, offers shirts and trousers in business as
well as leisurewear. It also offers accessories such as cufflinks, ties, socks, belts, wallets,
Turtle has tied-up with a Dubai-based interior designing company which will bring in the
new look in the stores.
Total Square feet:
Total Stock Displayed: 900 pcs.
Categories: Shirts, Trousers, cufflinks, Handkerchiefs and Socks.
Fabrics: 100% Cotton.
Range: Starting from 695 to 1995/-
Walk-ins on weekends: 100
Plain Shirts with cufflinks and Bankers with cufflinks are very fast moving. Customers
demand for Banker shirts and cufflink shirts which are not available at other sections so
the sale for these shirts is good at TURTLE. Also the fabric quality and price are very
much appreciated by customers.
In Trousers all flat front trousers and quodroys are fast moving.
The sale of cufflinks alone is good in section.
The targets given to TURTLE for weekends are 68,000/- which are achieved when there is
enough stock. The replenishment process is slow which hampers the sale most of the
Short Sleeve shirts are slow moving compared to Full Sleeve Shirts.
Indus League, which retails brands such as Indigo Nation and Scullers owns Urbana a
100-crore brand. Urbana products are claimed to be incorporated with technologies for
sweat, wrinkle and stain-resistance, apart from having the `Durawhite' property for
"sparkling whiteness even after several washes" and an anti-ageing formula.
Total Square feet:
Total Stock Displayed: 500 pcs.
Categories: Shirts, trousers and suits
Range: Starting from 1499 to 2599/-
Walk-ins on weekends: 15-20
Urbana is a brand which is not very much popular among customers. The CSA generally
has to approach customers and focus on the various treatments given to fabrics which is
the only USP of this brand.
The fibres are generally given treatment like water resistance, Nanotex process to achieve
Easy iron, Wrinkle free and Anti-spill properties.
The targets given to Urbana on weekends are 64,000/- out of which 40% are only
Since this brand is less popular sales is not very good at this section. Suits are very slow
moving as only 1 pc was sold in 25 days.
5) INDIAN TERRAIN:
INDIAN Terrain, the menswear brand launched in late 2000 by the Rs 75-crore Celebrity
group, a supplier to some of the top global apparel brands such as Gap and Banana
Total Square feet:
Total Stock Displayed: 900 pcs.
Categories: Formal, casual and semi- formal Shirts, trousers, chinos.
Fabrics: 100% Cotton, Khakis
Range: Starting from
Walk-ins on weekends: 40-50
Casual Shirts and semiformal trousers are fast moving. Customers demand for Banker
shirts, Blazers, Denims and Jackets which is not available at the section. The sales at
Indian Terrain CENTRAL is less than that at Indian Terrain Lifestyle in Oberoi mall. The
reason for this is the location given to the section and also the options offered is less at
Indian Terrain CENTRAL.
Provogue has always been seen as different from the rest of the pack of brands.
Provogue’s brand statement “ Redefining fashion” and its innovative merchandise have
created a niche in the minds of its consumers. The brand is retailed through selective
stores in the country and leading National Chain Stores like Shopper's Stop, Lifestyle,
Globus, and Westside etc.
More importantly, Provogue is also retailed through a chain of exclusive brand outlets
called "Provogue Studio" at 70 locations which provide a unique retail environment to the
Provogue was launched in a unique style with the first ever “All Ladies Audience Fashion
Show” at one of the hippest night clubs ‘Three Flights Up’ in Mumbai.
Total Square feet:
Total Stock Displayed: 1100 pcs.
Categories: Formal, casual and Party wear Shirts and trousers and Casual T-shirts and
Fabrics: Cotton, Linen, Polyester, corduroy
Range: Starting from 595 to 1995
Short sleeve shirts and T-shirts are fast selling in this section. Polyester trousers and
cotton shirts are also in demand and moving fast. The unique product at this section is
Polycot velvet trousers. The targets are not achieved completely as customers demand for
Jackets, Shoes and Caps which are available at Provogue EBO’s.
Arrow, one of its leading brands in the men’s fashion, is being promoted as a lifestyle
brand for the new- age customer.
With a heritage spanning over 150 years, Arrow - the premium mens wear brand has
come to be recognised as the leader in mens fashion. Having conquered the American
market, The Arrow Company, a division of Cluett Peabody & Co. Inc., USA entered India
in 1993. Since then, the brand has gained immense popularity in India and is the most
sought after premium shirt for the savvy, fashion conscious Indian men.
Arrow, brought to India by Arvind Brands, has been the voice of authority in formal
dressing that understands the wardrobe requirements of its discerning male customers.
The company has roped in Italian designer Renato Grande to help forecast colors and
styles in men’s fashion. Earlier, the thrust of the brand was only on formal shirts. However,
with formal occasions on the decline and office wear becoming more casual, they have
increased their product offering.
Total Square feet: -550 Sq feet
Total Stock Displayed: -1400
Category of merchandise: -Formals shirts & trousers, casual t-shirts, corduroy pants
casual shirts, belts, suits and blazers.
Range: - Starting from 995/- to 6995/-
Walk-ins in the section: - 75
Full Sleeve Shirts are fast moving especially stripes and Non-Iron. In trousers flat front
trousers and Wrinkle free trousers are fast moving. Dyed Linen fabric products are also
doing good sale. Customers ask for Ties but they are not available at the section which
results in loss of sales.
Double Ply Egyptian cotton short sleeve shirts are slow moving. Customers hesitate to buy
readymade trousers due to fitting problems. The same applies for Blazers as customers do
not feel comfortable in getting expensive garments altered.
8) JOHN MILLER: -
John Miller is a brand which is a decade old. This mid-priced executive apparel brand
came into existence in 1995. The brand at that time was the logical extension of the
Pantaloon in the executive segment. The early days of the retail initiative of Pantaloon
focused more on the groups expansion of retail stores. Now time has come for this group
to foray into private labels.
Total Square feet: -328Sq ft
Total Stock at display: -1000
Category of merchandise: -Shirts, trousers and blazers.
Fabrics: Filafil, oxford weave, plain weave, 100% cotton, Rich cotton (shinny starch), easy
care (normal wash), Poly viscose, terry wool, CVC-chief value cotton, Semi cotton (55%
cotton mix with polyester).
Range: Starting from 499/- to 4500/-
Walk-ins on weekends: 50
Shirts are fast moving in this section especially Banker shirts and those of Filafil fabric. In
Shirts sizes available are 39, 40, 41, 42, 43 and 44 from which size 40 and 42 are very fast
Trousers are slow moving. Customer demand for cotton trousers which is not available at
this section and this affects the sale of trousers. In Trousers size 35 is selling more than
size 33 and 37.
Target from Central: - 30,000 each on Saturday as well as Sunday from which 95% is
9) WILLS LIFESTYLE: -
ITC’s Lifestyle Retailing Business Division has established a nationwide retailing presence
through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, as a fashion
destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear,
Wills Clublife evening wear & fashion accessories, Essenza Di Wills – an exclusive range
of fine fragrances and bath & body care products for men and women and Fiama Di Wills
– a range of premium shampoos and shower gels. Wills Lifestyle has also introduced Wills
Signature designer wear, created by the leading fashion designers of the country.
Total Square Feet: 327 Sq ft
Total Stock Displayed: 800 pcs
Total Options: 140
Range: - Starting from 1195/- to 2395/-
Walk-ins on weekends: 50
Half sleeves shirts from wills sport category, Formal shirts from wills classic range.
Customers ask for Egyptian and Italian cotton, which is not available at the section.
Red color t-shirts (half sleeves), which is usp of wills, are not available at the section.
Due to lack of space they do not have wills soaps and shampoos which are seen in their
Trousers are slow moving.
Target from central: - 23000 each on sat as well as sun
Pantaloon brings to you ‘aLL- a Little Larger’, the first exclusive format dedicated to the
fashion needs of plus size men and women in the country.
aLL houses a wide range of ready-to-wear fashionable clothes and accessories that are
otherwise not easily available for plus size customers. aLL brings forth a wide collection of
stylish clothing to select from, be it Western wear, Indo-western or Ethnic wear in both
Formal and Casual categories. aLL also offers matching accessories like belts, ties, and
handbags in a perfect size and fit.
What stands out at ‘aLL’ is the merchandise that has been designed and tailored keeping
the fashion sensibilities of Indian customer in mind. The clothes are fashionable yet
conservative, while the product mix undergoes many cycles and changes, depending on
the needs and requirements of customers.
Total Square Feet: -390 Sq feet
Total Stock Displayed:-360
Category of merchandise: Formals Trousers, shirts and Casuals- T-shirts, shirts, denims,
cargos, track pants, three-fourths.
Fabric: 100% cotton.100%polyster.
Range: -Starting from 399/- to 1549/-
T-shirts and 3/4th pants (cottons) are fast moving.
Formal trousers and shirts are slow moving. Customers ask for Cotton trousers and fancy
shirts but they are not available in section.
Targets on weekends are 21000/- which are not achieved because there are very less
options to choose from. ALL is for people with plus size and hence it is very important to
use right fabric and right style.
MEN’S Ethnic wear
Since the time of the middle ages, the Sherwani has held a prominent place in the
wardrobe of the Indian male. Dubbed as the costume for kings, the Sherwani is an
embodiment of royalty, elegance and style. Normally not a part of everyday wear, the
Sherwani is associated with special occasions such as weddings, engagements, family
get-togethers, festivals, traditional rituals and ceremonies etc.
The origins of the Sherwani can be traced to the kingdoms of Central Asia where it was
worn as a court dress by nobles of Turkish and Persian origin. In India, the Sherwani first
made its appearance during the time of the Delhi Sultanate, and was later popularized by
the Mughals. Designed like a close fitting long coat that is buttoned up to the collars, the
Sherwani looks very similar to an Achkan or doublet. Usually of knee length, a Sherwani is
worn over Churidar and Jodhpurs, and is generally teamed with a matching scarf or sash
to complete the look. Often, turbans are worn to complement the look.
The most appealing thing about a Sherwani is its elegance. Strictly formal in nature,
Sherwanis are perpetual favourites for dressing grooms on their marriage day.
Embellished by intricate embroidery, a Sherwani conveys a regal aura when worn and
adds to the charm of the wearer. If you are planning to buy a Sherwani for an upcoming
occasion, here are some cool tips to guide you in making the perfect choice.
The traditional and most common colour for Sherwanis is off-white. But with a change of
times, new colours have crept in to make strong fashion statements. Shades like black,
maroon and dark blue are ruling the roost in the fashion world. To add to the glam
quotient, intricate embroideries like Zardosi, sequin and stone work and Swaroski crystals
may also be tried. And if you are looking forward to sport a more urbane and casual look,
you may opt for the calf length version. Teaming a Sherwani with a pair of trousers goes a
long way in achieving a distinctive hip-hop look. Retro designs and traditional buti motif are
Manyavar garments were being sold nationally at multi-brand outlets like Pantaloons,
Central, Pyramids and Reliance Retail, as well as through exclusive brand outlets in
Ahmedabad, Agra, Bhubaneshwar, Gauhati, Indore, Kolkata, Jallandhar, Ludhiana,
Meerut, Surat and Varanasi.
Ravi Modi’s company, Vedanta Fashions, launched Manyavar in 2000. The production
facility at Howrah produced around one million units per annum, making it one of the
largest brands in men's ethnic wear segment.
Total Square Feet: 265Sq ft
Total Stock Displayed: 500pcs.
Categories: Daily wear Kurta, Traditional wear, Occasional wear, Sherwanis and Stoles.
Fabrics used: -Silk, cotton, synthetic, polyester and blends.
Range: Starting from 299/- to 12,995/-
Short kurtas and cotton daily wears particularly light colours, white and black Kurta Pathani
are fast moving.
Sherwanis are slow moving. Stoles sold individually are also slow moving.
Basically customers ask for mix and match merchandise and do not prefer a complete set
offered by the Brand. They demand for a separate Kurta and like to mix match with a
pyjama or churidar of their own choice.
Targets given for weekends are 14,400/- which is generally not achieved. The highest sale
achieved so far is 13 pcs amounting to 11,000/-
Akkriti initially was launched for Women’s ethnic wear. In the year 2004 it extended into
Men’s ethnic wear and since then has met tremendous success.
Total Square Feet: 255Sq ft
Total Stock Displayed: 700pcs.
Categories: Full length Kurta, Short length Kurta, knee length Kurta, Kurta Set, pyjama,
Churidar and Stoles.
Fabrics: Cotton Handloom Fabric, Linen, Polyester and silk blend fabric
Range: Starting from 499/- to 3,000/-
Full length and short length kurtas in light colours are fast moving. Half Sleeve shirts in
Polyester and silk blended fabric are also moving fast.
Stoles, Linen kurtas and Sets move very slowly. Again single pcs move faster than sets.
The targets given on weekends are 16,447/- but only 60% is achieved.
The power of youth today is evident in its large numbers, tendency to consume and in its
ability to influence larger household decisions. India’s population is also urbanising at a
rapid pace with the urban Indian population projected to increase from 28% to 40% of the
total population by 2020.
Marketers are looking closely at the changing buying behaviour of the Indian youth. There
are three aspects that influence today’s purchase decisions –– uniqueness,
contemporariness and of course, value equation. More and more consumers want
products that are unique so that they make a statement of being different. The second
aspect is related to the need to change products frequently in order to appear modern or
This also ties in with the fact that the new generation is a generation of spendthrifts as
against the old generation of ‘thrifts’. At the same time, consumers are also looking at the
‘value’ equation in every purchase. This is probably the reason why they buy products that
are well priced but buy them more frequently.
1) BARE DENIM:
The extremely popular, authentic and contemporary denim wear brand for men and
women targets the student, self employed and young professional. The range includes
knits, shirts, jackets and jeans.
Total Square feet: 404 Sq ft
Total Stock Displayed: 1000pcs
Categories: Denims, casual Shirts, T-shirts.
Patterns available in denims: -comfort fit; boot cut, straight fit and fashion denim.
Range: 241/- to 1099/-
FAST MOVING: -
Body fit Lycra denims and T-shirts are fast moving.
2) SPYKAR: -
The brand has always focused on the youth and their aspirations and built up the product
portfolio accordingly. All its marketing efforts are targeted at making the brand relevant at
all times to this discerning audience.
Its accent on the quality of its products has been unwavering right from its inception. It has
always strived to produce a product, having a global appeal. Denims are the core of the
company's business. This has been facilitated by the company's in-house processing unit
and gives the company the competitive edge in consistently producing denims of
Total Square feet: 530 Sq ft
Total Stock Displayed: 1100 pcs
Categories: Denims, cargos, cotton pants and shirts.
Patterns available in denims: -comfort fit; boot cut, straight fit and slim fit.
Range: 699/- to 3000/-
Denims are fast moving specially in blue and black shades.
3) FLYING MACHINE:
One of India's early denim brand, Flying Machine is all set for a re-launch. The new line of
Flying Machine jeans is priced at an average of Rs 1,000 and is designed by Italian
Fashion designer Chicco. Flying Machine for the first time is also focusing on
contemporary fashion for the Trendy Indian Women.
Arvind Mills has roped in London based design firm JHP to design its retail outlets. Arvind
mills will open 25 exclusive Flying Machine retail outlets across India starting from
Bangalore, Delhi and Hyderabad.
Total Square feet: 457 Sq ft
Total Stock Displayed: 1200 pcs
Categories: Denims, T-shirts and Shirts.
Range: 995/- to 1695/-
Denims are fast moving compared to T-shirts and shirts which contribute very less to total
4) WRANGLER: -
Total Square feet: 584 Sq ft
Total Stock Displayed: 1100 pcs.
Categories: Denims, casual Shirts, T-shirts.
Range: Starting from 449/- to 2495/-
Straight fit denim is fast moving.
Monthly target given is 8,00,000/- and only 30% was achieved in the month of June.
5) LEE COOPER:
Founded in 1908, Lee Cooper is the oldest jeans company in Europe. Now, they have
plundered an internationally enviable archive of products and added contemporary twists
to an Authentic collection for men and women which combines classics with quality.
Each piece is influenced by gloriously seductive moment from Lee Cooper's past or by an
iconic period of denim history, either evident in bespoke detailing or in internal prints and
furniture, whilst the Authentic branding signatures the revival of the original Lee Cooper
Total Square feet: 597 Sq ft
Total Stock Displayed: - 1000 pcs.
Categories: Denims, Shirts and T-shirts.
Range: Starting from 499/- to 4999/-
T-shirts and shirts specially printed shirts are fast moving.
Pepe Jeans was launched in India in 1989. The brand was setup by three brothers in
1973. The manufacturing of jeans is done from start to finish by Pepe Jeans Company.
The process includes blending of cotton and turning it into web of fibers in the process
called Carding. The yarn is then made stronger by spinning it. The dyes used are mostly
sulphur and indigos; finally beaming, weaving and last finishing are done and jeans are
available to be sold and exported.
Total Square feet: 829 Sq ft
Total Stock Displayed: 2100 pcs.
Categories: Denims, T-shirts, Shirts, Belts, Purses and Caps
Patterns available in denims: - straight fit and slim fit. No other fit available at the section.
Range: Starting from 499/- to 2499/-. Belts and caps are available from 299/- onwards
Denims are fast moving especially Straight fit and slim fit.
All accessories are slow moving.
Created in 1873, Levi’s jeans are original and authentic jeans. They are the most
successful, widely recognized and often imitated clothing products in the history of
Total Square feet: 863 Sq ft
Total Stock Displayed: 1000 pcs.
Categories: Denims, casual Shirts, T-shirts.
Patterns available in denims: -Low waist, straight fit, boot cut, and relax fit.
Range: Starting from 399/- to 2499/-
Low waist, Relaxed fit, Boot cut and Straight fit denims are fast moving.
Targets given for weekends are 45000/- which is achieved easily at this section.
Children's apparel is a market that is growing rapidly today. Trends in the market are fast
changing. Children's apparel includes clothing for kids between 1 and 14 years of age. The
market for kids' apparel in India exceeds Rs. 13000 crore, of which around Rs. 3000 crore
is constituted by branded kids' wear. The kids' wear market is growing at the rate of 10%
per annum, which makes it one of the fastest growing markets.
Some major changes in trends are taking place in the market for kids' apparel. One of the
important changes is the increasing preference for branded apparel. This shift is taking
place on account of changes such as a rise in the disposable income of the people and the
increasing influence of foreign culture. The other important change that is taking place in
this area is the emergence of kids as an independent buyer group. Influenced by mass
media and peer pressure, today's kids are more informed and self-conscious.
Certain brands like Weekender have made an agreement with Walt Disney and Warner
Bros., whereby they can make use of some of their famous cartoon characters in their
apparel. The brand is planning to make use of characters like Mickey and Minnie Mouse
as well as Tom and Jerry in the new line of children's clothing that they are planning to
launch. This collection is to be named 'Toon World'.
Dungarees, shorts and shirts are the evergreen fashions in kids' apparel. Short skirts, tops
with puffed volume, halter tops, lace trims and cropped trousers are the in things in the
world of children's apparel in today's times. In terms of prints, butterflies, flowers, polka
dots, skulls and pirates and stripes are popular in kids' apparel.
There are two important factors to be considered for making a kids' apparel brand a
success - variety and price. A children's apparel collection should have variety that will
appeal to kids. Moreover, kids outgrow their clothes very rapidly. Hence it is necessary
that a kids' apparel range be reasonably priced.
1) KAPPA AND BOSSINI:
Kappa, the Italian fashion sportswear brand and Bossini - an International casual wear
brand are brought to India by LMG Brands India (P) Ltd.
Total Square feet:
Total Stock Displayed: 900pcs.
Categories: Sportwears, Tops, Track pants, 3/4th pants.
Range: Starting from 399/- to 949/-
Sizes Available: 4 yrs to 12 yrs
Boy’s tops especially collar tees and Girl’s track pants. The fast moving size of this brand
is size 4.
Targets given to Kappa and Bossini are 2.5 lacks per month out of which 50% is achieved.
Total Square feet:
Total Stock Displayed: 900pcs.
Categories: Trouser, Shirts, T-shirts, Short pants, Frock, Dungarees, Denims, Leggings,
Range: Starting from 399/- to 599/-
Sizes Available: 3 yrs to 12 yrs
Conversion Rate: 50%
T-shirts and 3/4th pants of Boys and Dungarees and tops of Girls are fast moving. Fast
moving sizes are 4 years to 8 years. Customers ask for Jeans and Jackets which are not
available in section.
2) GINI AND JONY:
What started as a small enterprise is today a Rs. 60 Crore Brand, a leader in the kidswear
The Company is promoted by three dynamic brothers. They cater to needs of both boys
and girls in the age group from 6 months to 16 years. They have a wide range of products;
T-shirts, shirts, jackets, trousers, cargos and jeans for boys. Capris, dungarees, skirts, co-
ordinate tops, Jamaicans, jeans and pants for girls, and a complete range of garments for
infants. The brand also sells a range of accessories like footwear, eyewear, belts and
Total Square feet:
Total Stock Displayed: 1100pcs.
Categories: Trouser, Shirts, T-shirts, Denims, Jackets.
Range: Starting from 399/- to 599/-
Sizes Available: For Infants sizes are available from 6-12 months to 18-24 months. For
Kids sizes available are from 2yrs to 16 yrs.
All categories are moving equally.
If there is any option that is not moving then the colour options are increased so along with
new colour options the previous slow moving colours also move.
Kanz Kids, leading kids wear brand from Europe, entered into India by signing a licensing
agreement with Prateek Apparel.
Their collection caters to children in age groups between 0 to 12 years, both boys and
girls. Although they do cater to men's and women's wear, but decided to foray into
children's wear because the children's market is rapidly growing in India.
Total Square Feet:
Total Stock Displayed: 1000pcs.
Categories: Shirts, Tops, T-shirts, Frocks, 3/4th pants, Rompers, Scarves.
Range: Starting from 149/- to 999/-
Sizes Available: For Infants sizes are available from 2months to 1.5 yrs. For Kids Sizes
available are from 4 to 8yrs and for Youth sizes available are from 10 to 14 yrs
Infant garments are moving fast. Romper, 7 pc Sets, Frocks, Scarves.
WOMEN’S APPAREL SECTION
Fashion as any different part of human life has its own stereotypes. Many years ago it was
said: tights, scarves, skirts, long hair and make up are for women, trousers, ties, short hair
and suits are for men. Are those days a history now?
Stereotypes are sometimes helpful in our lives. They present a system by which we can
live easily. Also an easy-to-gauge archetype and if they are to strict they're closing
people's thinking in schemes. We are not open for new ideas anymore and starting to
believe that everything is black or white - in fashion: for women or for man.
Many women believes that tights were made especially for them and laugh if they partners
start to wear them. Those women are wrong. In the beginnings of tights their only users
were men. They not only invented them but till XIX century didn't let women to wear them.
At those times wearing tights was a sign of good birth, an element of man's aristocratic
wardrobe. While closer to our times their range decreased and they become more popular
and ordinary. Also a piece of women's wardrobe. If man wants to have warm clothes the
only thing left are warm trousers.
Women forget that they used to fight to wear man's trousers and ties. One of the reasons
of this battle was to have a privilege to practical and comfortable clothes. In some aspects
women and man are just the same - it's a willing to have comfort, stay healthy and safe.
According to that the stereotype that the real man doesn't wear scarves is only a slogan.
Because the reality is totally different. When it's cold also a man needs to stay warm no
matter what the weather. That's why they appreciate wearing scarves. For example
cashmere scarf or shawl also gives a finish to a 'look', pleasure in its unique touch. Mens
scarves are usually in different colors than women's one and the only shinny scarves might
not look good on a man's neck.
What about skirts? The classic one are still tend to be worn only by women. The
stereotype that men are only wearing trousers is so strong in our culture that we can't free
from that. And are we forgetting about Asian culture where men are wearing kimonos and
Scottish culture where every man has its own kilt? Perhaps it isn't a totally good example
(real kilt-lovers might feel offended when putting kilt into the same basket with skirts, and
also those piece of clothes are connected to a particular culture) but this may show that
also man may look good not only in trousers-shape clothes.
Every year brings a new revolution in fashion. And after time those revolutions are
becoming natural - but first they must break the rules and stereotype thinking.
Neeru's is the fashion powerhouse from Hyderabad. A long journey which began in 1979
is indeed a saga of grit, hardwork, determination creativity and innovation. Neeru's emerge
from a small shop to a chain of fashion stores that is a hot favourite for the best salwar
kameez and ethnic fashions.
Total Square feet: 446 Sq ft
Total Stock Displayed: 1050 pcs.
Categories: Lehangas/ Ghagras, Salwars, Churidars, Kurtis, Skirt-Kurti Sets, Dress
Materials, Mix N Match and Sarees.
Fabrics: Cottons, silk, crepe, georgette, Chiffon
Range: Starting from 450 to 10000
Mix and Match and ready-mades in XL size and dress materials are fast moving.
Saris in georgette and crepe material are slow moving.
The Targets given for weekend are 40,000/- which is achieved by the brand.
2) RANG MANCH:
Rang Manch is the private brand from Future Group. It caters to the Indian women. They
are widely recognized for their ethnic wear.
Total Square feet:
Total Stock Displayed: 1000 pcs.
Categories: Short and long kurta, stretch churidar, dupattas.
Fabrics: Cottons, stretchable churidar in lycra fabric.
Range: Starting from 349 to 899
Conversion Rate: 50%
Black and white lycra churidar are fast moving. Sizes L and XL move very fast but the
brand often has stock out for these sizes which affects sales to great extent.
Dupattas are slow moving.
Targets given to this brand are not achieved because not all sizes are available,
replinshment si very slow, new stock does not arrive on time, colour range is not available
in duppattas and at the same time their colour is not matching with churidar.
All again is private label from Future group. All caters to plus size women.
Total Square feet: 446 Sq ft
Total Stock Displayed: 400 pcs.
Categories: Denims, capris, shirts-shirts, cargos, kurtis, skirts.
Fabrics: Range: Starting from 599 to 1329.As size moves higher price also increases by
In Tops: 38-48
In Bottoms: 34-44
Tunics, T-shirts and denims in size 34, 36 and 38 size and T-shirts are fast moving.
Trousers and Denim Skirts are slow moving.
The targets given to this brand for weekends are 15,000/- which are not achieved because
of various reasons:
1) Stock is very less and also Variety and options are less.
2) Sizes and Colours are not available for replenishment.
3) Skirts are not available except in formals and customers demand for variety in skirts.
Denim Skirts are available but not moving as All is for plus size and denim skirts make one
look more fat. In denims colours are not available in shades of black which are generally
The $37 million TCNS Clothing Company Pvt. Ltd, an apparel manufacturer and exporter,
launched `W', a `workwear' brand for women.
It is essentially targeted at an Indian woman in the age group of 23-35.
Total Square Feet:
Total Stock Displayed: 555 pcs.
Categories: Short and long kurta, lycra churidar, dupattas, mix n match, patiala
Range: Starting from 349 to 1499
Lycra churidar and cotton printed kurta are fast moving in the section.
Sleeveless kurti is slow moving. Duppattas are also slow moving because of the high
range. Customers ask for more colour options in Lycra churidar.
The new line is believed to be chic and targeted at urban women.
Total Square Feet:
Total Stock Displayed: 400 pcs.
Categories: T-shirts, long frock, denims, formals, shirts.
Range: Starting from 495 to 1700
Long tops and pair worn by model at display are fast moving.
Problems faced in the section: -
Size and colour problem faced as far as long tops are concerned. Customers ask for
skirts, as they are not available in the section. There are certain options, which are
displayed in photographs but not available in the section.
6) COLOUR PLUS:
Colour Plus is the brand from Raymonds and launched keeping in mind the Indian
women's wear business which was largely dominated by the unorganised sector.
Total Square Feet:
Total Stock Displayed: 600 pcs.
Categories: Tops, T-shirts, trousers, cotton pants, linen pants, capris.
Range: Starting from 699 to 2000 above
Printed shirts and cotton T-shirts are fast moving.
Silk blend shirts are slow moving.
Since the price range is high customers ask for discounts. Denims are not available in the
section, which customers often ask for.
Conclusion & Recommendation
In future Merchandising is going to be the biggest important concept in malls as it has just
started, this has been realized by the central mall itself. There will be a time when
merchandising managers will suggest where to place the brands. Till today they manage
on trial & error basis, as there is no such standard format. As there are courses going on
visual merchandising management which is not in full swing, but it will be given more
importance in future. The reason behind it is that the Indian Government is taking major
initiatives to aid growth in the retail sector. Over the next few years it is expected to spend
close to USD 150 bn to develop world-class infrastructure. The previously restricted retail
real estate sector was opened up for Foreign Direct Investment in 2005. Malls of
international scale and quality will soon come up as a result of this. Needless to say, a
shakeout is expected. It is likely that only be a few well-managed players will survive at the
national level along with a few regional players. There will also be a rationalization of
property prices in the country due to the emergence of big commercial projects. Innovation
will be the key to success and those with ability to understand the gap in the market and
come up with new formats will survive in the long run.
1. Tommy Hilfiger & Guess is placed near the food Bazaar section where lower
middle class people shop. The brand would not get good attention by these people
as they cant afford it or brand conscious people may not prefer this pattern,there
should be some importance given to them as they are buying a luxurious brand.
2. Stephens Brother & Gant is placed in corner near the kids section which may not
get good attention, also kids make too much noise due to which customers may
not get cool & silent place to think & select.
3. There should be a separate section of all the luxury brands which will bring good
success for both store & brands
Retail Management book by – Swapna Pradhan
And finally from the news paper articles from the Times Of India and The Economic Time
and the magazines such as Business World and the Business Today.