Shivangi Srivastava: Company

COMPETITOR ANALYSIS FOR AN
UPCOMING MULTI-BRAND FASHION

RETAIL STORE
Company
LOGO
BY:
SHIVANGI SRIVASTAVA
B.F.TECH
SEMESTER VIII
OBJECTIVE OF THE PROJECT
Ascertain the competitor’s positioning and value proposition in the market and
in consumer perception
Understand the assortment breadth/depth in terms of the major items, styles,

colors, sizes and brands stocked
Determining the Price points of different Categories
Determining the Promotion Mix used by the Competitors
To find out the human resource allocation plan with a view to understand
remuneration and incentives
LIMITATIONS OF THE PROJECT
Time constraint- The operational period of the project did not match with the
promotional schemes and offers of the stores under study.
The issues considered confidential by the store authorities were not revealed
because of which we could not gain access to several data and information
which we considered vital for the betterment of the project.
The Project does not delve into financial aspects of retailing such as ROI,
Inventory turns, Return per Square feet . It focuses clearly on marketing and
merchandising elements only.
COMPETITOR ARRAY
Methodology
STEP 1: Defining the industry - scope and nature of the industry
STEP 2: Determining the competitors
STEP 3: Determining the key success factors present in the industry
STEP 4: Determining Customer preferences and expectations

STEP 1: DEFINING THE INDUSTRY
Format Type: Multi- Brand Fashion Retail Store
Merchandise Mix: comprising of 30% private labels and 70% National and
International Brands.
Retail Space: 30,000 sq.ft approx. (3 floors)
Manpower: Back-end: 20 approx.

Front-end: 15/floor approx
Targeted Customer Profile: Fashion conscious consumers in

SEC A and B.
STEP 2: DETERMINING THE COMPETITORS
SHOPPERS STOP LIFESTYLE WESTSIDE
POSITIONING Excellent shopping trendy, youthful and Style and

experience vibrant brand Affordability
FORMAT TYPE Multibrand (brands Multibrand (brands Exclusive Tata

and private labels) and private labels) Trent Group (only
private labels)
PITCH Shopping Latest Fashion Affordable style

experience
TARGET Affluent consumers Affluent consumers Affluent

CUSTOMER in SEC A and B. in SEC A and B. consumers in
SEC A and B.
STEP 2: DETERMINING THE COMPETITORS
STEP 3: DETERMINING THE KEY SUCCESS
FACTORS
The Competitor Analysis is being done with respect to the following key
parameters or 5 P’s:
I. POSITIONING
II. PRODUCT
III. PRICE
IV. PROMOTION
V. PEOPLE
I. POSITIONING
When they 1991 in Mumbai 1999 in Chennai 1998 in Bangalore

Started?
How they The Raheja’s had a Lifestyle is part of the Lakme took over
Started? property which they Landmark Group, a Littlewoods of UK store
wanted to make Dubai-based retail (opened in Bangalore),
commercially viable. chain which made its which is now known as
way in India through Westside owned by Trent
fashion retailing .
Taglines 1.First campaign idea 1.Your Store. Your 1. Started with

emerged: ‘Shoppers’ Style ‘Surprisingly Affordable
Stop: The Ultimate Price’
Shopping Experience’ 2. New idea ‘Keep your
style alive
2.Second idea ‘Feel the
Experience while You
Shop’
3. Next, Shoppers’ Stop
adopted the platform as
‘Shopping and Beyond’
4.New idea ‘Start
Something new’
SHOPPERS’ STOP LIFESTYLE WESTSIDE
What they • Started its Loyalty • Started its loyalty • Started its loyalty
did? Program in 1994: First Program in Jan 2001: The program in May, 2001:
Citizen Card Inner Circle Clubwest
• First Citizen member • The Inner Circle has a • Clubwest has a
base is Customer base of Customer base of
11,00,000(approx). 750,000(approx). 50,000(approx) in
• Contribution to sales- • Contribution to sales- Hyderabad
66% 40% • Contribution to sales-
60%
Present Currently operating 24 Currently operating 13 • Currently operating 29

Positioning stores stores stores
• Style and reasonable
prices, supported by
quality
PRESENT POSITIONING OF SHOPPERS STOP
Mr. Ajay Kelkar, Customer Care Associate and Senior Marketing Manager,
Shoppers' Stop, “In our present campaign, we have shifted our positioning
from focusing on retail space to the mind space of our consumers.“
COMPARISON OF VARIOUS PARAMETERS
FACADE
Trial Room More in no. More than that of Westside Least in no, only 4 on
Mirrors on 2 sides; Size of but lesser that of Shopper’s each floor
mirrors smaller Stop Biggest in size but
Mirrors not aligned from Mirrors on three sides mirror on one side only
edge to edge due to which aligned from edge to edge
the size seems smaller which makes it look spacious
although it is bigger than
that of lifestyle
Outside view of trial rooms

Lights on ceilings
AC Vent outside the trial room & hooks AC Vent inside the trial room Centralised AC
of the trial room
Mirrors on just one side

Mirrors on 2 sides- not aligned from Mirrors on 3 sides- aligned from edge to
edge to edge and lights in between the edge and lights in between the mirrors
mirrors
Stool placed in the trial rooms Door of the trial room with hooks Door of the trial room with hooks

Store - Well designed, - Well designed, - Well-designed interiors,
Ambience beautiful and air- beautiful ambience sprawling space and air-
conditioned ambience conditioned ambience
- Gives a classy royal - AC not sufficient as per - Gives an energetic,
feeling, round the footfalls in the store youthful effect
decorative staircase in - Use of electronic media
the center of the store to intensify the effect
- Sofas provided for the
comfort of the customer
Staircase
Huge mirrors Narrow width

Huge mirrors In all the single mirror
at the segments on each floor
accessory
segment
Sofas and
chairs present
at every level
No Seating Arrangement for
Chairs present near cash
customers
near the cash counters as well
counters as between
sections
One-way
Capsule Lift Escalator
One-way
escalator and
staircase
SHOPPERS’ LIFESTYLE WESTSIDE
STOP
Aisle Space -Maximum aisle space -Sufficient aisle space for - Cluttered arrangement
for convenient convenient movement of merchandise and
movement of both of both customers and less aisle space
customers and CSA CSA (during stock - Arrangement of
(during stock replenishment) merchandise in a
replenishment) circular format to give an
attractive display
Centre Aisle
Aisle space between different sections

SHOPPERS’ LIFESTYLE WESTSIDE
STOP
Wall and - Light base color walls - Cream color walls with - Cream color walls and
Ceilings and moderate height high ceilings low ceilings with
Textures and ceilings extensive use of wood
colors - Wallpapers as per the works
merchandise segment
Ceilings with lightings
Flooring
S - Sale signages in green - Less use of signages - Proper and effective use
i color (less prominent) of signages denoting
g - Other signages in black - Only signages denoting different sizes, segment etc
n and white sections present - Special offers like BEST BUY
a - Signages depicting highlighted
g styles and size not - For kidswear distinction made
e properly arranged clearly by mention of the
relevant age groups
COMPARISON OF POSITIONING ELEMENTS
12
10
8
SCORE
4 SHOPPERS'STOP SCORE
LIFESTYLE SCORE
WESTSIDE SCORE
2 MAXIMUM POINT
PARAMETERS
EXCEL SHEET
OVERALL COMPARISON OF POSITIONING STRATEGY
74.5
74.05
74
73.45
73.5
73
TOTAL SCORE
72.5
SHOPPERS' STOP
LIFESTYLE
72
WESTSIDE
71.45
71.5
71
70.5
70
SHOPPERS' STOP LIFESTYLE WESTSIDE
EXCEL SHEET
II. PRODUCT
GENERAL OBSERVATIONS
It is noted that in most of the categories the no. of style options available in
Lifestyle is 20-25% lesser than that of Shoppers’ Stop; except Footwear
Category- Lifestyle Shoe Mart collection far exceeds that of Shoppers’
Stop.
In most of the Categories the no. of style options available in Westside is

almost half of Lifestyle
4-5 colors (approximately) are available for most of the styles like for T-
shirts, Tops, kurtis, etc.
ASSORTMENT PLAN
MEN’S WEAR OBSERVATIONS
Private label in Shoppers’ Stop and Lifestyle does not exist for categories like
1. Suits and Coats

2. Jackets
3. Track pants
4. Shorts
5. Denim Shirts
6. Ethnic Wear(Lifestyle had both but price point was not distinct)
7. Innerwear like Vests, Underwear, Belts, etc.
Style options available in Formal Trousers in Shoppers’ Stop, Lifestyle and

Westside are almost equal
Value Pack of 3 T-Shirts in a set in Different colors was being promoted in both
Shoppers’ Stop and Lifestyle whereas it was not present in Westside.
ASSORTMENT PLAN
Innerwear was mostly available in sets.
More of singles counts are used for sport/casual wear shirts across all the brands
After cotton/ cotton mix (60%) Polynosic (21%) trousers were predominantly present
in Shoppers’ Stop and Lifestyle.
Fast moving size :

40” and 42” (shirt) both account 66%,
32” and 34” (Trouser) both account 62%.
Least moving size:

46” and 44” (shirt) both account 9% only,
38” & 40” in trouser 4%.
ASSORTMENT PLAN
WOMEN’S WEAR OBSERVATIONS
Presence of only Private Label in Lifestyle and Shoppers’ Stop in Categories:

1. Formal Skirts
2. Casual Skirts
Presence of only National Brands in Shoppers’ Stop and Lifestyle in Categories:

1. Cargoes
2. Track-Pants
3. Shorts
4. Denim Skirts
Category SKD in Lifestyle and Westside had almost similar style options.
Ikat, khadi, Mangalgiri are popular among kurtis and SKDs.
ASSORTMENT PLAN
Style options available in Lifestyle and Shoppers’ Stop are almost Same in
categories:
1. Formal Shirts
2. T-Shirts and Tops
3. Denim Skirts
4. Cargoes
5. Shorts
6. Denims
7. Belts
8. Slips and Spaghettis
Style options available in Lifestyle is more than that of Shoppers’ stop for
Categories:
1. Scarfs
2. Kurta
ASSORTMENT PLAN
KID’S WEAR OBSERVATIONS
There is a dominance of the blue and pink colors.
Party wear frocks present were constructed by material poly-cotton, poly-

viscose and other synthetic blends.
Wider options are available for smaller sizes(smaller age group).
ASSORTMENT PLAN
FOOTWEAR’S WEAR OBSERVATIONS
Lifestyle has got a very strong merchandise mix as compared to its competitors.
Hawai Chappals and Kolhapuri shoes are only present in Lifestyle.
Lifestyle has got more than double collection of Women’s slippers than that of
Shoppers’ Stop.
Lifestyle has got more than the four times the collection of Women’s casual shoes
than that of Shoppers’ Stop.
Westside has very limited style options especially for Men’s Category.
ASSORTMENT PLAN
III. PRICE
GENERAL OBSERVATIONS
Price-points of lifestyle and Shoppers’ Stop are almost head-on-head; except

1. Men’s Jacket
2. Women’s slippers
3. Women’s Sports Shoes
The price point of Westside is prominently low as it comprises only of Private

Labels.
ASSORTMENT PLAN
Maximum options were present in the price-point 1199 for both Shoppers
Stop and Lifestyle in Formal Shirts while in Westside it was in price-point
699.
Highest price-point for Suits and Jackets was present at Shoppers Stop at
16499.
ASSORTMENT PLAN
No distinct price-points for private label and National Brands in Shoppers Stop
as well as Lifestyle for
1.Formal shirts
2.Jackets
3.Ethnic Wear
4.Scarf
It was observed that there was a vast difference in price-points of private labels
and that of National Brands in Shoppers Stop and Lifestyle for
1.Suits and Coats
ASSORTMENT PLAN
Kurtas with Yolks (priced at 549) were present in Lifestyle and not in
Shoppers Stop and Westside.
Kurtas with belt (priced at 399) were present in Westside and not in Shoppers
Stop and Lifestyle
Kurtas with pin tucks (priced at 599) were present in Westside and not in
Shoppers Stop and Lifestyle.
Empires waistlines (priced at 499) were present in Shoppers Stop and not in
Lifestyle and Westside
ASSORTMENT PLAN
KID’S WEAR OBSERVATIONS
Maximum options were present in the price-point 399 for both

Shoppers Stop and Lifestyle in tops while in Westside it was in price-
point 299.
Maximum options were present in the price-point 699 for both

Shoppers Stop and Lifestyle in bottoms while in Westside it was in
price-point 299.
Basic products of Lifestyle and Shoppers Stop start at higher price

points than those of Westside.
ASSORTMENT PLAN
FOOTWEAR’S WEAR OBSERVATIONS
Lifestyle has got maximum option available at price point 799 for Women’s
Slippers.
Lifestyle has got maximum option available at price point 1399 for Women’s
Casual Shoes.
Gaps exist in Price point of Kid’s Footwear in Lifestyle – like Girl’s shoes
are available for 1500 and 1000 and there is no price point between them
ASSORTMENT PLAN
IV. PROMOTION
IV. PROMOTION: SHOPPERS STOP
END OF SEASON SALE

IV. PROMOTION: SHOPPERS STOP
SALE PROMOTION-USE OF RED COLOR SALE PROMOTION-USE OF GREEN COLOR
TEMPORARY GATE MADE DURING THE SALE PERIOD

MERCHANDISE
STACKED AND
DUMPED DURING THE
SALE
EXTENSIVE USAGE OF
SIGNAGES DURING SALE IN
GREEN AND ORANGE
COLOR TO HIGHLIGHT TH
DISCOUNT
SIGNAGES USED TO HIGLIGHT
ATTRACTIVE DEALS OFFERED
ON NATIONAL BRANDS
HOARDINGS AT VARIOUS PLACES IN THE CITY TO PROMOTE
THE END OF SEASON SALE
WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAY
WINDOW DISPLAY
WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAY
WINDOW DISPLAY
THEME- THINK GREEN THEME- REFRESH…
THEME BASED PROMOTION

IV. PROMOTION: LIFESTYLE
END OF SEASON SALE depicted on a bright red background along with the sale period
duration as well as maintaining its position of being a fashionable store..
WINDOW DISPLAY PROMOTION reflecting the youth spirit and
their vibrant lifestyle
Premium Brands Being Promoted Through WINDOW DISPLAY
Brand Name Promotion Of Store On WINDOW DISPLAY
THEME BASED PROMOTION ON WINDOW DISPLAY
IV. PROMOTION: WESTSIDE
Newspaper Ad and in-store sales

promotion with extensive use of red color
to attract customer focus
END OF SEASON SALE

IV. PROMOTION: WESTSIDE
PROMOTION DURING DIFFERENT SEASONS
‘Stay stylish this monsoon with westside’ July, 2007
‘Buy 2, get 1 free’ offer on kidswear!
Back to College offer on Youth Wear
Jungle Safari promotion offer on kids stuff
Flirt with Florals this summer

Special promotion for stock Promotion by means of Vinyl
completion posters and mannequins
Signages denoting various dept.
IN-STORE PROMOTIONS
Promotion of Infant trolley with Soft

Toy Use of Banners for promotion
COMPARISON OF PROMOTION ELEMENTS
30
25
20
SCORE
15 SHOPPERS' STOP
LIFESTYLE
10 WESTSIDE
MAXIMUM POINTS
5
OVERALL COMPARISON OF PROMOTION
STRATEGY
0 100
84.5
Festive Promotions End of Season Theme Based Brand Media
Endorsement 80
60.75 62.5
60
SCORE
PARAMETERS SHOPPERS' STOP
40 LIFESTYLE
20 WESTSIDE
0
RETAIL STORES
EXCEL SHEET
V. PEOPLE
CSA intensity Per 2 brand 3 CSAs Per brand 1 CSA Per segment 3-4 CSAs
Strong Knowledge base Strong Knowledge base Basic Knowledge of
Proper training for 3 months Proper training for 6 months the particular segment
at the time of joining at the time of joining Proper training for 6
Good PR and communication Good PR and communication months at the time of
skills skills joining
CSA Capability Well groomed and Recruitment as per their Good PR and
emphasize on customer qualification and experience communication skills
satisfaction Qualification-Graduates as
No direct recruitment for seniors CSAs and 10+2 as
senior CSAs. Juniors are junior CSAs
promoted as seniors based
on their performance
Remuneration 12th pass- 4000(gross) Senior CSA- 6000-8000 (gross) Gross salary- 6200/-
Structure and Graduates-6000-8000 (gross) Junior CSA- 4000-8000 (gross) In Hand- 5664/-
Incentive Incentives on the basis of sale. Incentives on the basis of sale. Incentives on the basis of
Schemes sale.
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
SHOPPERS' STOP SURVEY

80
70
60
NO. OF RESPONDENTS
50
40
30 STRONGLY DISAGREE PEOPLE

SOMEWHAT DISAGREE PEOPLE
20
NEUTRAL PEOPLE
10 SOMEWHAT AGREE PEOPLE

STRONGLY AGREE PEOPLE
0
PARAMETERS
EXCEL SHEET
LIFESTYLE SURVEY
100
90
80
70
NO. OF RESPONDENTS
60
50 STRONGLY DISAGREE PEOPLE

40 NEUTRAL PEOPLE
SOMEWHAT AGREE PEOPLE
30
STRONGLY AGREE PEOPLE
20
10
0
Has my Convenient Easy Easy exchange Is a Has the latest Employees give Gives a great
favourite store layout Availability of and returns Sophisticated in terms of prompt service shopping
brands Size outlet fashion experience
PARAMETERS
EXCEL SHEET
WESTSIDE SURVEY
70
60
50
NO. OF RESPONDENTS
40
STRONGLY DISAGREE PEOPLE

30
NEUTRAL PEOPLE
SOMEWHAT AGREE PEOPLE
20 STRONGLY AGREE PEOPLE
10
0
Has my Convenient Easy Easy exchange Is a Has the latest Employees give Gives a great
favourite store layout Availability of and returns Sophisticated in terms of prompt service shopping
brands Size outlet fashion experience
PARAMETERS
EXCEL SHEET
QUESTIONNAIRE ANALYSIS
CUSTOMER PERCEPTION OF THE STORES
(Positioning related)
250
EXCEL SHEET
200
150
SCORE
100
SHOPPERS' STOP
LIFESTYLE
50
WESTSIDE
OVERALL SCORE
595 649
700
0 484
TOTAL SCORE
600
500
400
300
200
100
0
TOTAL SCORE
PARAMETERS RETAIL STORES

TIME
TIME SPENT
SPENT ONON SHOPPING
SHOPPING LOYALTY PROGRAM AWARENESS
150
135
12%
5% 120
12%
20% 0 to 0.5 hrs 105
5%
15% 0 0.5
to 0.5
20% to 1hrs
hrs 90
SIZE SET
15%
0.5 to 21 hrs
1 to hrs
75
1 2toto2 3hrs
hrs 60
48% 2 More
to 3 hrs
than 3 hrs 45
48%
More than 3 hrs 30
PEOPLE AWARE
15
0
LOYALTY CARD
EXCEL SHEET
QUESTIONNAIRE
ANALYSIS
Purchase Determining Factor (Merchandise related)
300
250
200
Points
150
100
50
0
Color Fabric Price Quality Style Brand
Attributes
LINK
QUESTIONNAIRE
ANALYSIS
(Merchandise related)
MERCHANDISE COLLECTION ANALYSIS
140
126 124
120
113
100 101
100 97
86
80 77
74
POINTS
Shoppers' Stop
60 Lifestyle
Westside
40
20
0
MEN'S WOMEN'S KID'S
DEPARTMENTS
LINK
QUESTIONNAIRE
ANALYSIS
PURCHASE FREQUENCY-CATEGORY WISE
40 38
35
30 28 28
27
26
No. of Respondents
25 23 23
20 19 19
17 Monthly
16 16
15 14 Once in 3 months
13 13
Once in 6 months
10
10 9
8 8 Once in a yr
7
6
5
5 4 4
3 3 3 3
2 2 2
1
Category
LINK
QUESTIONNAIRE
ANALYSIS
PREFERENCE OF PURCHASE
180
170
160
140 133
124
120 111
106
100 91
Points
83 82
80
60
40
20
0
FORMALS SEMI-FORMALS CASUALS ETHNIC PARTYWEAR SPORTSWEAR FOOTWEAR ACCESSORIES
CATEGORY
LINK
QUESTIONNAIRE
ANALYSIS
FABRIC PREFERENCE FOR GARMENTS
50
45 43
40 38
35
32
No. of Respondents
30
COTTON
25 POLYESTER
22
COTTON - POLY
20
POLY VISCOSE
DENIM
15 13
12
11
10
7 7
5 4 4
3 3
1
0 0 0 0 0 0
0
SHIRTS/ TOPS BOTTOMS SUITS/ JACKET SALWAR SUITS
Garment
LINK
QUESTIONNAIRE
ANALYSIS
SIZE PREFERENCE FOR TOPS/SHIRTS/T-SHIRTS/BLAZERS (Merchandise related)
20
18
18
16
14
12
No. Of Respondents
12
10
TOPS/SHIRTS/T-SHIRTS/BLAZERS
8
7
6
6
5
2
2
0
XS S M L XL XXL
Sizes
LINK
QUESTIONNAIRE
ANALYSIS
SIZE PREFERENCE FOR BOTTOMS
16
15
14
12
12
10
No. Of Respondents
8
8
7
BOTTOMS
6
5
4
3
0
Size 28 Size 30 Size 32 Size 34 Size 36 >36
Sizes
LINK
QUESTIONNAIRE
ANALYSIS
SIZE PREFERENCE FOR SALWAR SUITS/KURTA PAYJAMA (Merchandise related)
20
19
18
16
14
12
No. of Respondents
12
10
8 SALWAR SUITS/KURTA PAYJAMA

8
6
5
4
4
2
2
0
S M L XL XXL free size
Sizes
LINK
QUESTIONNAIRE
ANALYSIS (Merchandise
SPENDINGS PER GARMENT & Price related)
35
32
30 29
28 28
27
25 24
21
No.of Respondents
20 TOP/T-SHIRT
BOTTOMS(PANT/SKIRT)
FORMAL/ SEMI FORMAL SHIRTS
15
13 SUITS
12 12 12 DENIM
11 11
10 ETHNIC
10 9
7 7
5
3
2 2
0 0 0 0 0 0 0 0 0 0
0
200-500 500-1000 1000-1500 1500-2500 >2500
Price Range
LINK
RATIO OF MALE/FEMALE OCCUPATION OF RESPONDENTS
100 88
90
80
70
60
50
42% 40 28 30
MALE 30
FEMALE 20
10 4 No. of Respondents
58%
0
AGE GROUP OF RESPONDENTS

60 56
53
50 ANNUAL INCOME OF
40
RESPONDENTS
70 58
30 60
21 50
37
20 16 No. of Respondents 40 29
30 24
10 20 No. of
4 10 2 Respondents
0 0
Less 20-25 25-30 30-35 more

than 20 yrs yrs yrs than 35 DEMOGRAPHIC
yrs yrs
DETAILS
SHOPPERS
SHOPPING STOP
EXPERIENCE
LIFESTYLE
VM
CUSTOMER WESTSIDE
SERVICE
VALUE FOR MONEY
STYLE OPTIONS
NO. OF NATIONAL
BRANDS
Y
SIGNAGES
R
PARKING
O
FACILITY
T
C
AMBIENCE
A
F
SALES PROMOTION
S
LOYALTY PROGRAMS
I
T
A
ADVERTISEMENT
S
EXCHANGE PROVISION
BILLING FACILITY
AISLE SPACE
LOYALTY
PROGRAMS
VM
PROMOTION
ADVERTISEMENT
SALES
FACILITY
VALUE FOR
SHOPPING
MONEY
STYLE
OPTIONS
EXPERIENCE
PARKING
PROVISION
FACILITY
EXCHANGE
BILLING
CUSTOMER
NATIONAL
NO. OF
BRANDS
SIGNAGES
SERVICE
AMBIENCE
AISLE
SPACE
U N S A T I S F A C T O R Y
RECOMMENDATIONS- FOR POSITIONING
The new retail store should be positioned in between Lifestyle and Shoppers Stop with emphasis on
quality and fashion and latest trends that provides value for money to the customer giving them a
wonderful shopping experience.
The upcoming store should have a suitable loyalty program.
The tagline of the store should be clear and simple so that the customer can easily relate it to the
fashion retail store
Advertisement via television should be used apart from other means like hoarding, newspaper,
pamphlets to create awareness and publicity
Brand endorsement should be done by using celebrities to arouse the interest of the target customer
and to position it on the fashion plank
The outlet should emphasize on brand building as people buy product not as a brand but as a store
product
Visual Merchandising –
Mannequins should be located properly and used wisely to provide for an effective visual
merchandising. There should be no visible price tags on them.
Planogram should have a logical flow to add to the customers’ convenience
Same color story should be used both for nesting table as well as for wall display
The nesting table should carry latest in fashion and merchandise should be styled and not
stacked on it
The merchandise should be stacked low or else it creates an effect of a hypermarket
Arrangement on Nesting Table

There should be a minimum of 6 feet aisle space between different segments to facilitate movement
Comfortable seating arrangement should be provided
There should be atleast 5 trial rooms in each segment which should be spacious having mirrors on 3
sides, hooks provided on the door, sufficient lighting and stool.
Prominent signages should be placed in each of the sections indicating the sizes, styles, section name,
etc to avoid any sort of ambiguity
It should also provide for services like alterations and exchange provisions to strengthen customer
services
Adequate lighting facility at window display should be there to enhance its affect.
Private labels should be advertised to create awareness among the target customers
The store should provide for a good ambience by use of appropriate lighting fixtures, walls and ceiling
design, flooring etc
RECOMMENDATIONS- FOR PRODUCT
Merchandise mix should comprise of national and international brands (70%) and private labels
(30%) for the upcoming fashion retail format
Fast moving sizes should be determined and provisions should be made for stock
replenishment
New offerings should be clubbed and displayed in reasonably size and place
Each option in all brands should be reviewed after initial response from customers
There should be sufficient style options across all segments and categories
Quality should be maintained and the merchandise provided should also be durable apart from
being stylish and trendy
RECOMMENDATIONS- FOR PRICE
Price gaps should be minimized as much as possible to offer the customer

options at each price point
Merchandise should cover a wide range in terms of price points so that it

caters to different customer segments having different disposable income
The merchandise mix should be priced at intervals of hundred rupees.

RECOMMENDATIONS- FOR PROMOTION
Promotion mix should include print media, hoardings and advertisement on

air (TV, radio) and internet
Since in different parts of India different festivals are important, the store
should promote its merchandise according its demography to encash on the
festive mood of the customers
Even during the end of season sale, the merchandise should not be dumped
as it gives a very uncouth look and is not appealing to the customer and
may go against the store image and positioning
RECOMMENDATIONS- FOR PEOPLE
The CSAs should be regularly given product training so that they can clear
the minor queries of the customer regarding fabric quality, composition etc
The CSAs should be provided sales training to understand the customer

temperament and convince them to buy
There should be incentive schemes given to CSAs which should include a

share of the sale done by them
Senior Concept Manager (1)
SUGGESTED HIERARCHY
FOR THE FASHION RETAIL
Concept Manager (1)
STORE
Merchandise Controller (1) Assistant Concept Manager (1)
Asst Merchandise Controller

(2: Men + Ladies)
Supervisor (1) Supervisor (1) Supervisor (2) Supervisor (1)

Mens Formals, Casuals & Denim Wear Ladies Western Ladies Ethnic &
Accessories Wear Lingerie
Senior CSAs (2) Senior CSAs Senior CSAs Senior CSAs (2)
1.Mens Formal & (2) (2) 1. Ladies Ethnic
Accessories 2. Lingerie
2.Mens Casual
CSAs (including juniors) -35

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Shivangi Srivastava: Company

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Shivangi Srivastava: Company

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COMPETITOR ANALYSIS FOR AN

UPCOMING MULTI-BRAND FASHION

Understand the assortment breadth/depth in terms of the major items, styles,

Determining the Price points of different Categories

Determining the Promotion Mix used by the Competitors

STEP 1: Defining the industry - scope and nature of the industry

STEP 2: Determining the competitors

STEP 3: Determining the key success factors present in the industry

STEP 4: Determining Customer preferences and expectations

Format Type: Multi- Brand Fashion Retail Store

Retail Space: 30,000 sq.ft approx. (3 floors)

Manpower: Back-end: 20 approx.

Targeted Customer Profile: Fashion conscious consumers in

SHOPPERS STOP LIFESTYLE WESTSIDE

POSITIONING Excellent shopping trendy, youthful and Style and

FORMAT TYPE Multibrand (brands Multibrand (brands Exclusive Tata

PITCH Shopping Latest Fashion Affordable style

TARGET Affluent consumers Affluent consumers Affluent

When they 1991 in Mumbai 1999 in Chennai 1998 in Bangalore

Taglines 1.First campaign idea 1.Your Store. Your 1. Started with

Present Currently operating 24 Currently operating 13 • Currently operating 29

SHOPPERS’ STOP LIFESTYLE WESTSIDE

Outside view of trial rooms

Mirrors on just one side

SHOPPERS’ STOP LIFESTYLE WESTSIDE

Huge mirrors Narrow width

Aisle space between different sections

Ceilings with lightings

In most of the Categories the no. of style options available in Westside is

1. Suits and Coats

Style options available in Formal Trousers in Shoppers’ Stop, Lifestyle and

Innerwear was mostly available in sets.

Fast moving size :

Least moving size:

Presence of only Private Label in Lifestyle and Shoppers’ Stop in Categories:

Presence of only National Brands in Shoppers’ Stop and Lifestyle in Categories:

Ikat, khadi, Mangalgiri are popular among kurtis and SKDs.

There is a dominance of the blue and pink colors.

Party wear frocks present were constructed by material poly-cotton, poly-

Wider options are available for smaller sizes(smaller age group).

Hawai Chappals and Kolhapuri shoes are only present in Lifestyle.

Price-points of lifestyle and Shoppers’ Stop are almost head-on-head; except

The price point of Westside is prominently low as it comprises only of Private

Maximum options were present in the price-point 399 for both

Maximum options were present in the price-point 699 for both

Basic products of Lifestyle and Shoppers Stop start at higher price

END OF SEASON SALE

SALE PROMOTION-USE OF RED COLOR SALE PROMOTION-USE OF GREEN COLOR

TEMPORARY GATE MADE DURING THE SALE PERIOD

THEME BASED PROMOTION

Newspaper Ad and in-store sales

END OF SEASON SALE

PROMOTION DURING DIFFERENT SEASONS

‘Stay stylish this monsoon with westside’ July, 2007

‘Buy 2, get 1 free’ offer on kidswear!

Back to College offer on Youth Wear

Jungle Safari promotion offer on kids stuff

Flirt with Florals this summer

Signages denoting various dept.

Promotion of Infant trolley with Soft

SHOPPERS' STOP SURVEY

30 STRONGLY DISAGREE PEOPLE