A STUDY ON ACTIVE WEAR BRANDS OF YOUTH CATEGORY IN BANGALORE CENTRAL

SUBMITTED BY: VARUN RAKESH M(M)/10.1992 MFM III

OBJECTIVES: To know the active wear (t-shirt) selling process in central mall To understand the customer purchase preferences on t-shirt. To know the customer perception about central mall and daily bussiness process in central mall.

To compare the pt brands of central with other reatailors pt brand.

METHODOLOGY

THE METHODOLOGY OR RESEARCH DESIGN FOR THE PROJECT IS BASICALLY STRUCTURED IN THREE PARTS PRIMARY DATA: COLLECTED THROUGH INTERACTIONS WITHOFFICIALS,STAFF,CUSTOMERS,ETC AND THROUGH QUESTIONNAIRE

SECONDARY DATA: COLLECTED FROM INTERNET, PRINTED RESOURCES OBTAINED FROM THE ORGANIZATION, BOOKS, ETC.

Central banglore
Central mall banglore is established in 2004 at residency road . It is hypermarket format and part of mumbai based future group . It is the first mall in this segment . They are in all major cities of india.the slogan of company is shop,eat and celebrate. Target customers are youths (16-35 yr) according to sop.

YOUTH CATEGORY
Youth category in central mall is located at the third floor of the mall.Total area of the youth category is 9400 sq ft. 11% of the total conversion rate is done by the youth category. From 60-65% sales comes from apperal in that 26% comes from youth category . Based on the products offered Active wears: The brands which offer more number of T-shirts compared to the denims Denim wears: The brands which offer more number of demims compared to other merchandise Sports wears: The brands which offer sports merchandise Based on financial aspects PT-private label are brands which are owned by future group CT-central label are other brands which are not owned by future group PS-planet sports are brands which offers sport related merchandise

Organisational hirarchy to manage youth category

Ceo / vishnu /central

Functional head (sanjay pandey for category ) (IT,HR,Space,Market.,category,scm,operation)

Senior manager(category)

Manager(harish jain)

Sr .executive

Tools used in category management in central Space planning Fixed and variable margin ABP (annual business plan) EOSS(end of season sale) Visual merchandising Option(full/cut) Conversion rate

Sales data of central

ABP 09-10
TARG CATEGORY WISE APPARELS APPARELS APPARELS APPARELS APPARELS APPARELS APPA RELS CATEGORY MENS FORMAL MENS CASUAL MENS ETHNIC LADIES ETH LADIES WES KIDS YOUTH ET #### # 948.79 43.60 137.72 267.26 184.67 #### # QTY 181. 78 178. 98 7.08 25.6 4 55.4 0 60.5 2 290. 25 1533.91 171.83 248.67 128.14 882.81 40.57 1042.47

Actual 08-09
ACTUAL S QTY 169. 14 166. 54 6.59 23.8 5 51.5 5 56.3 2 281. 98

TARGET-09-10/ACH-08-09
OPS PARMAETER WAKINS BILLS CONVERSION ASP ABV PCS/BILLS QTY ABP-09-10 715860 300661 42% 315 1250 4 1193100 375826414 564587 ABP-08-09 742979 301229 41% 289 1161 4 1211359 349719501 2830591

BIBA Area ( in sqft ) Fixed 500 35

REM SALE SIS SALE

BRAND

Variable
MG sales TOTAL RETURNS PER SQFT 2 FI Area ( in sqft ) Fixed Variable MG sales MG amount RETURNS PER SQFT

26%
525000

273

167 35 28% 175350 49098 294

37639100
TOTAL

35255009 2

CT brands: Bossini Enryca Energie Flying machine Fritzberg Inexcess Just natural Killer Lee Levis Pepe Spykar Status quo Tantra UCB Wrangler Classic polo Proline

T-shirt brands in central mall

In these brands tantra, urban yoga,frietzberg,proline,classic polo,status quo,agile and in excess are exclusive t-shirt brands.
Urban yoga has special type of yoga featured tee and tantra is message tee.

PT Brands: Bare denim Lee cooper Agile Umm Blue denim Jm sports

Observation of youth floor

a) In total sells of youth category 60% from denim and 20% from t-shirt according to the company official. b) T-shirt used as supporting item at third floor youth category according to management person . c) They mostly cater to men but ladies items are also there but the sell is less so they shifting the all ladies section to another floor. d) There is minimum two staffs criteria for every brand . e) The sells person of every brand get daily and weekly target . And the company people get incentive on the sells basis. f) The brand people also get target from brand side. They have their own dress code they dont follow central dress code g) The vm thing done by mall vm but sales person change according to their sense . h) The brand people use their own dress code.

brand/style Energie/round neck,collor,vneck (550 sqft)

Fashion/core/ge nder All fashion/for men only

Price range/size rs899-1699 /s-xxl

fast moving color/print Black,blue and white/basic,strip e,chest print.

observation 40-50% sales from tee. Not performing

Flying machine/roundn eck,collor,v-neck

Ucb/round neck,collor,vneck(625sqft)

all fashion/for men only

rs599-899/s-xxl

Plastizol print , 30% sales from collor t-shirt with tee. V-neck is not print. moving.
Blue,black and pink,mono color ucb print. 80% sell from tee, plain roud neck fast movin.

Fashion n basic/for male n female

rs599-1499,fast moving prices599,699,89 9/xs-xl

Lee/round neck,collor,vneck(540 sqft) Just natural/round neck,collor(80 sqft)

Fashion n basic,round neck only basic/male fem All fashion/for men only

Rs449Stripes,and plain, It has more 1499,movin print on one side emphasis on price899,1049,13 front denim. 99/s-xxl 595-1095, 895 is fast moving Print and stripes Sweat shirt is moving ,they sell more jacket

brand/style Tantra /round neck(50 sqft)

Fashion/core/ge nder All fashion/for male,female n kid

Price range/size Rs349 male,247n 297 female and 225 kids. Rs899-1599, fix price for basic n v-neck 999. Rs 699-1099. 899 is movin/v neck rs899 /collor 899,1099/round 699,799. Rs 549-1095,549 n 799

fast moving color/print Quotations only

observation Sales 50% ladies,30% jents n 20% kids 15% sales from tees,basic are fast moving 80% sell from tee, plain roud neck fast movin.

Pepe fashion n jeans/roundneck, basic/for male n collor,vfemale. neck(485sqft) killer/round neck,collor,vneck(420sqft) Fashion n basic/for malle only

Black,olive green.stripes

__________

frietzberg/round Fashion neck,collor(225sq only/male only ft)

__________

Round neck tripple pack are moving.

Urban yoga/round neck,collor,vneck(150sqft)

All fashion/for men n females

449-799, 449is fast moving

Specialised yoga releted prints

Ladies items are more contributing. Vneck only in ladies

brand/style Lee cooper /round neck,collor,v-nec

Fashion/core/ge nder fashion n core/only male for

Price range/size Rs 349-999. moving 499,699.

fast moving color/print Red,white and .grey

observation Sales 50% lfro tee only 30-35% sales from tees. Round neck is moving fast. 55%sells. Round neck is moving

Spyker fashion only/for /roundneck,collor male only ,v-neck(485sqft) umm/round neck,collor,vneck Fashion n basic/for malle only

Rs699-1249,. 799 Plain shades. and 1299 are moving. Rs 399-649.

white and black

Status quo/round Fashion n neck,collor,vcore/male only neck(220sqft) bossini/round neck,collor,vneck(163qft) Fashion n core/for mens only

Rs 449-949. 789 is moving.

Tripple pack is stripe and basic moving.70-80% sells from tee. 68-70% sells from tee. Round neck is fast moving.

499-999, 599 and Light color as ex. 799 are moving Light blue

Observation on the basis of analysis

a) b) c) d) e) f) g)

Basic color like black,white and red and plain shades are fast moving Tri packs are moving fast. Brand like tantra and urban yoga have their own customer loyality. Sell of tees are more in quantity but less in value in almost every brand. Round neck t-shirt are more in demand in every brand. Most brand catering to men only. All brands have different floor sizes on the basis of requirement and negotiation. h) Price range for tees are mostly between rs400-1000. i) They have their racking capacity and staging styles. j) Sizes are between xs-xxl in almost every brand.

Questionnaire

consumer purchase preferences on t-shirt

At central mall youth section

t-shirt like preferences by customers

other 4% plain tee 28% sports tee 38%

hi-fashion tee 30%

INFERENCE : Mostly people like sports tee , so the management give special attention on this . People have more interest in hi fashion tees. People also like plain tee and other they have only choce of 4 percent.

preferences on t-shirt styles

other 6% v-neck 20% round neck 40%

collor 34%

INFERENCE : Customer preferred round neck most . They give second preference to collor and respectively third to v-neck So more emphasis should given to the round neck

preferences to have more in wardrobe

other 2%

jeans 38%

t-shirt 37%

shirt 23%

INFERENCE: Mostly people prefer to have jeans in their wardrobe. Second preference is on tees and very less differences. Third position shirt has in demand .

price preferences of customers

pricer5 3% pricer4 17% price r1 3%

pricer2 20%

pricer3 57%

INFERENCE: The most demanding price range in t-shirt is rs500-1000 .. Least demanding price range is 100-300 and more than 1500. 1000-1500 and 300-500 price ranges are in demand 20 and 17 percent respectively

variable effect on purchase value

other 2% offer 7%

design 31%

brand 40% fab qulty 20%

INFERENCES: Brand is the most effective variable people prefer over money the brand value. And the second effective thing is design to purchase t-shirt.which they prefer over money. Third important thing they mentioned is fabric quality. Interesting part here is people find offer less attractive variable over money.

color preferences on t-shirt

other 8% red 14%

blue 17%

white 22%

black 39%

INFERENCE: The most demanding color is black so we can increase more number of shades in black so it will increase the sells. Other demanding colors white ,blue and black respectively.

Customer desired brand availability

yes no

INFERENCE: Almost two third told that they get their desired brand in central mall in t-shirt . One third told that they did not get their desired brand in t-shirt in central. So to know and fulfil this demand gap could increase the sells

shoppers preferences for shopping malls

other 23%

lifestyle 27%

exclusive brand outlet 25% garuda mall 25%

INFERENCE: Shoppers they come in central mall they show that other than central they at lifestyle.which is adjacent to the central mall . so we can increase sells to provide what they are getting in lifestyle and garuda mall. One fourth customers told that they shop at exclusive brand outlet. 23 % told that they prefer to shop other places other than options like mostly told forum mall any desi bazaar or other places.

Male and female customers ratio

female male

INFERENCE: mostly customers are male. And female customers are less. The management is planning to move all ladies item in other floor because the most items belong to male . so the entire floor would be specially for male youth category.

age group of customers

age 4 2% age 3 23% age 1 21%

age 2 54%

INFERENCE: Mostly customers comes in 20-25 age group .so to give some special preferences can increase the sell to this age group because all are young. Foot fall of 15-20 year and 25-35 year age group are almost same . so on the basis of data we can say all customers belong to young age group so we should plan according to their demand or need so sells can increased.

occupation of customers
any other 7%

business 12%

student 46%

service 35%

INFERENCE: Most contributing in sells are students. But as per observation they are not come in mall for purchasing mostly for pleasure trip. The potential customers are service class for the mall. At last business class and others ,there should be some methodology to increase the business class customers because they could be more contributing in terms of revenue.

Bibliography
Internet Resources and books : http://www.hindu.com http://indianretail association.com Barry Berman and Joel R Evans, Retail Management- A strategic approach, 10th edition, 2007 Michael Levy, Barton A Weitz, Ajay Pandit, Retailing Management, 6th edition http://degreedirectory.org/articles/What_is_Retail_Operations.html http://en.wikipedia.org/wiki/Visual_merchandising www.futuregroup.com

conclusion
a) As per observation the footfall rate has reduced at third floor comarison with last year b) Working procedure of the mall and working environment of mall the employees has lot of pressure. c) There is not enough crowed in food court and the service is not good. d) Earlier the mall was profitable now it is going in loss ,due to competetion with the adjecent mall .

Thank you