A Project Report on

“Clothing Speciality Store”

A Project report submitted to Dr. D.Y. Patil B-school
Pune , Maharashtra.
In Partial Fulfilment of the Retail Management and
Rural marketing (RMRM) live project for CCE-II .
Submitted by:
Rishav Kumar

Dr. Deepak Solanki Sankalp Dandawate

(Project Guide) (Mentor)

Dr. Amol Gawande

(Director)
 Acknowledgement
Writing a project of this kind is very difficult job. But it could be
completed because of the help and support from many corners.
It is my desire to mention my fillings about support sources
here. Every research, in any field, needs proper guidance of
experts and knowledgeable person. I feel immense pleasure in
expressing whole hearted thanks towards my project guide Prof.
Dr.Deepak Solanki for his outstanding guidance, enthusiastic
suggestions immensely valuable encouragement throughout the
course ofthe study. Without the pillars of his support and co-
operation I could not have even taken a single step towards
completion of this project.I would like to express my deepest
sense of gratitude toward Mentor Sankalp Dandawate and our
Director Dr. Amol Gawande for their sincere help and constant
encouragement.
And I am also thankful to Mr. Mangesh Ohal sir to provide me
for library books and magazines information.I shall be failing in
my duty if I don’t acknowledge enormous support and
assistance received from my family members throughout this
endeavors. Their kind blessings lead me to see these days of
achievement and satisfaction. I am also thankful to all my dear
friends who motivated me in accomplishing this project work.
Last but the foremost important I would like to thank God for
sending so many people in my life to help me.
 Index
SR. No. Particulars Page No.

1  Introduction
 Selection of Project and Location

Topic
A study on various factors to be considered, in deciding the retail location for
the brand in my city , the brand that I will choose for my city would be a Cloth
Speciality store.
RESEARCH APPROACH

A. Fashion:

For most of the people, fashion is a way of life. It reflects their personality,
their attitude, their approach towards life, and their lifestyle. A closer look
tells us that it refers to a particular style of clothing which is worn by people
on a national/ international level. Fashion is not restricted to clothing alone.
Anything with a touch of class, and a hint of the extraordinary, something that
catches the eye instantly, and is visually appealing, is fashionable. Thus,
fashion is a phenomenon that continues to change everyone's lives all over the
world. Today all of us have access to a wider range of fashionable clothes.
Over the years, men & women have embraced fashion to project themselves
the way they want to. Whatever men & women wear or use today, is a matter
of great speculation and scrutiny.Fashion has entered all arenas of everyone's
lives, right from veiled hats to high-heeled shoes. Their fashion consciousness
and the need for fresh, new concepts and ideas from time to time have given
the fashion industry a major boost.
B. Fashion industry:

The fashion industry is a huge platform which provides access to a wide range
of fashionable goods. This industry is a creative industry which involves
continuous change, innovativeness, and state-of-the-art technology.

Selection of city
The city that I will choose for my food franchisee is my own home town i.e.
PATNA , the capital of BIHAR. It is one of the oldest cities of India , earlier
this place was the trade centre of the Asia for a very long period specially
from the Mauryan Empire to the Mughal Empire. During the british times ,
Patna was the largest trading centre of Asia specially for spices and dry
fruits. It is 4th fastest growing city in india and 21st fastest growing city in
World.

Size of city's trading area:

Patna is surrounded by the districts Saran,Vaishaly, Samastipur & Begusarai
in the North, Bhojpur district in the West, districts of Jehanabad, Lakhisarai,
& Nalanda in the South & Begusarai district in the East. It has geographical
area of 317236 hectares.
Pop & growth trends :
5,838,465( in 2011) & 7,207,001( in 2023)
Growth rate @3.72% every year
Purchasing power : Rs.1,15,411 per capita income
 Selection of an Area
Boring Road: Boring Road is a prominent and upscale area in Patna
with a mix of residential and commercial spaces. It has a well-off
population that enjoys dining out and trying different cuisines.

Kankarbagh: Kankarbagh is one of the busiest areas in Patna, and it has

a good mix of residential and commercial spaces. It's known for its
diverse population and could be an excellent location for various food
franchise options.

Frazer Road: Frazer Road is one of the main commercial areas in

Patna. It's home to many restaurants and cafes, making it a competitive
but potentially lucrative spot for a food franchise.

Bailey Road: Bailey Road is another prime location with a mix of

commercial and residential areas. It's known for its shopping centers and
a growing food culture, making it a suitable choice for a food franchise.

Ashiana Nagar: This area is experiencing rapid urbanization and has a

growing population. It could be a good choice for a food franchise,
especially if you want to tap into the suburban market.
Customer Attraction power : Nearest to Golghar , and many big
institutes of JEE Mains & advance and many coaching centres including
many corporate offices available there which make them as attractions
for youngsters as well as Professionals.
 Direction of spread of city : It is difficult to say that the actual direction of
spread of city but as of my knowledge from the government portals , Patna is
expanding in a ring like structure.
Availability of Access routes : This city is situated on the bank of river
Ganges , so this makes more convenient to join with other routes.
Competitions : Raymonds , Siyaram , Tommy Hilfiger , Allen Solly , etc.
are already present their which make us a suitable qualitative and quantitative
market.
2. Most attractive site
This place is most attractive site of the Patna where every corporate , IT ,
Government and Private Offices are available . It is quite difficult to access
the market of that place because there are already big players of cloth
merchandising present and people will think twice and thrice before coming to
our retail shop. But as a manager I will give tough competition to the existing
players. Since this city is located on the bank of the river Ganges , so it is
easier to connect with Kolkata and Bangladesh. Also the place is nearly 8km
from the domestic airport through which we can easily bring our cloths from
our warehouses in the high demand condition .I will prefer to rent out or to
take on lease for our shop rather than buying the place because buying cost us
too high which effect our working capital.
Chief Factors to evaluate:
The total size of the population in this city is approximately 7 lakh out of this
2.9 lakh females and 3.1 lakh males whose average age is just 28 years old
which is most adorable customer of our brand .Their per capita income is also
increasing day to day , currently it is holding at 1.2 lakh which is also in the
favour of rising market for cloth industry.
 Availability of Labour
If we talk about the availability of manager and clerical employee , in this
category this is also in our favour because we can get potential managers and
clerk from rest of the part of the patna because of many good institutes is also
available here. From these places we can get any types of people that we
want , also bihar is leading in exporting labours to any part of the world, so we
can easily get skilled and unskilled labours .
Government Policies:
In recent decades, we saw a rapid urbanisation in bihar . Infact its capital i.e.
Patna is far developing than kolkata because the government policies are
soften and they are providing subsidies and land for investing in their state .
Also they have done free CGST in many fields which makes investors to
attract toward them.
Sources of Supply:

1. Kolkata: Kolkata is a major metropolitan city located about 500 kilometers

(310 miles) east of Patna. It is known for its vibrant shopping scene, with
numerous malls, department stores, and standalone brand outlets. If you're
looking for a particular clothing brand that's not readily available in Patna,
you may have better luck finding it in Kolkata.
2. Lucknow: Lucknow is another city located to the west of Patna, about 350
kilometers (217 miles) away. It has a growing retail sector with several
shopping malls, brand stores, and boutiques. It's worth exploring Lucknow if
you're searching for specific clothing brands.
3. Varanasi: Varanasi is approximately 260 kilometers (162 miles) southwest of
Patna. While it may not have as extensive a shopping scene as larger cities, it
does have some malls and stores where you can find a variety of clothing
brands.
4. Ranchi: Ranchi is the capital of Jharkhand, which is relatively close to Patna.
While it might not be as large as Kolkata or Lucknow, it has its share of
shopping options, including malls and brand stores. It's a more accessible
option for those in Patna.
5. Gaya: Gaya is another city in Bihar, located about 100 kilometers (62 miles)
south of Patna. While it may not have as many shopping options as the larger
cities mentioned above, it's still worth checking for the availability of the
brand you're looking for.

Delivery Costs:

1. Kolkata to Patna: The approximate cost for standard delivery from Kolkata
to Patna can range from ₹100 to ₹400 or more, depending on the courier
service and the package's size and weight.
2. Lucknow to Patna: For standard delivery from Lucknow to Patna, you can
expect to pay around ₹150 to ₹450, but this can vary based on the factors
mentioned above.
3. Varanasi to Patna: The approximate delivery cost for a standard package
from Varanasi to Patna may range from ₹100 to ₹350, with variations based
on the specifics of the shipment.
4. Ranchi to Patna: Standard delivery from Ranchi to Patna might cost around
₹100 to ₹300, but this can vary depending on the courier service and
shipment details.
5. Gaya to Patna: If you're sending a package from Gaya to Patna, the estimated
cost for standard delivery could be around ₹50 to ₹200, depending on the
specifics of the shipment.

Promotion Facilities:

1. Social Media Marketing:

 Cost: Ad budgets vary.
 Wastage: Occurs if ads reach the wrong audience; minimize by
targeting effectively.
2. Google My Business and Local SEO:
 Cost: SEO may require ongoing investment.
 Wastage: SEO wastage occurs with poor local search visibility.
3. Website and Online Store:
 Cost: Website setup and maintenance costs.
 Wastage: High bounce rates if the website isn't user-friendly.
4. Email Marketing:
 Cost: Varies with email marketing platform and content creation.
 Wastage: Occurs when emails go unopened; reduce by segmenting and
optimizing content.
5. Local Advertising:
 Cost: Varies with the medium and ad size.
 Wastage: Poor targeting leads to wastage.
6. Discounts and Promotions:
 Cost: Reduces profit margin.
 Wastage: Occurs if discounts don't attract enough customers.
7. Printed Materials:
  Cost: Design and printing costs.
 Wastage: Occurs if materials don't drive foot traffic; optimize design
and distribution.

Monitor performance and adapt strategies to minimize wastage and maximize

ROI.

Economic Base :

1. Dormant Industry:
 Patna has traditionally been an administrative and educational hub. It
had a few dormant or declining industries such as sugar mills, jute mills,
and some manufacturing units. The city had been making efforts to
revive and attract investments in these sectors.
2. Extent of Diversification:
 Historically, Patna's economy was primarily agrarian, with a heavy
dependence on agriculture. However, efforts have been made to
diversify the economy by encouraging sectors like IT, education,
healthcare, and tourism. The city has also witnessed growth in the
service sector, including finance, retail, and hospitality.
3. Growth Projection:
 As of now, Patna is showing signs of growth and development, with
various infrastructure projects, such as road construction and urban
development, aiming to improve the business environment. The
government's initiatives to promote industrialization and investment
were expected to contribute to the city's economic growth.
4. Freedom from Economic and Seasonal Fluctuation:
 Like many other cities in India, Patna is not completely immune to
economic and seasonal fluctuations. It can be affected by factors such as
monsoons, which can impact agriculture, and economic downturns that
affect various sectors. Efforts have been made to reduce these
vulnerabilities by promoting sectors less affected by seasonality and
diversifying the economy.

Competitive situation

Number and size of existing competitors

The cloth merchandising market in Patna is highly competitive, with a large

number of existing players of varying sizes. Some of the major competitors
include:

 Large national and international brands such as Pantaloons, Reliance Trends,

and Smart bazar , Zudio
 Regional and local brands such as Planet Fashion, Shyam Bajaj Clothes Shop,
and Bhaijaan Garments
 Small, independent retailers

Short run and long run outlook

The short-run outlook for the cloth merchandising market in Patna is

positive, driven by the city's growing population and rising disposable
 incomes. However, the long-run outlook is more uncertain, as the market is
becoming increasingly saturated and competition is intensifying.

Evaluation of competitor strength/weakness

Some of the key strengths of the larger, established competitors include:

 Strong brand recognition

 Wide range of products and services
 Convenient locations
 Competitive pricing

Some of the key weaknesses of the smaller, independent retailers include:

 Limited product range

 Less convenient locations
 Higher prices

Level of saturation with

The cloth merchandising market in Patna is highly saturated, with a large

number of retailers competing for a relatively small market share. Some of
the examples of the saturation include:

 The presence of multiple large shopping malls and retail complexes, all of
which have a wide range of cloth merchandising stores
 The existence of several traditional cloth markets, such as the Ashok Rajpath
Market and the Hanuman Mandir Market, which are home to hundreds of
cloth retailers
 The growing popularity of online shopping, which is making it easier for
consumers to compare prices and purchase products from a wider range of
retailers.