Competitor Analysis

Graduation Project - Competitor Analysis for an upcoming multi-brand fashion retail store

1. Company
LOGO
COMPETITOR ANALYSIS FOR AN
UPCOMING MULTI-BRAND FASHION
RETAIL STORE
BY:
SHIVANGI SRIVASTAVA
B.F.TECH
SEMESTER VIII

2. Ascertain thecompetitor’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
OBJECTIVE OF THE PROJECT

3. Timeconstraint-Theoperationalperiodoftheprojectdidnotmatchwiththe
promotionalschemesandoffersofthestoresunderstudy.
The issues considered confidentialby 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.
LIMITATIONS OF THE PROJECT

4. COMPETITOR ARRAY
Methodology
STEP1:Definingtheindustry-scopeandnatureoftheindustry
STEP2:Determiningthecompetitors
STEP3:Determiningthekeysuccessfactorspresentintheindustry
STEP4:DeterminingCustomerpreferencesandexpectations

5. 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.ftapprox. (3 floors)
Manpower: Back-end: 20 approx.
Front-end: 15/floor approx
Targeted Customer Profile:Fashion conscious consumers in
SEC A and B.

6. STEP2:DETERMININGTHECOMPETITORS
SHOPPERS STOP LIFESTYLE WESTSIDE
POSITIONING Excellent shopping
experience
trendy, youthful and
vibrant brand
Style and
Affordability
FORMAT TYPE Multibrand (brands
and private labels)
Multibrand (brands
and private labels)
Exclusive Tata
Trent Group (only
private labels)
PITCH Shopping
experience
Latest Fashion Affordable style
TARGET
CUSTOMER
Affluent consumers
in SEC A and B.
Affluent consumers
in SEC A and B.
Affluent
consumers in
SEC A and B.

7. STEP2:DETERMININGTHECOMPETITORS

8. 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

9. I. POSITIONING

10. SHOPPERS STOP LIFESTYLE WESTSIDE
When they
Started?
1991 in Mumbai 1999 in Chennai 1998 in Bangalore
How they
Started?
The Raheja’shad a
property which they
wanted to make
commercially viable.
Lifestyleis part of the
Landmark Group, a
Dubai-based retail
chainwhich made its
way in India through
fashion retailing .
Lakmetook over
Littlewoods of UK store
(opened in Bangalore),
which is now known as
Westside owned by Trent
Taglines 1.First campaign idea
emerged: ‘Shoppers’
Stop: The Ultimate
Shopping Experience’
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’
1.Your Store. Your
Style
1.Started with
‘Surprisingly Affordable
Price’
2.New idea ‘Keep your
style alive

11. SHOPPERS’ STOP LIFESTYLE WESTSIDE
What they
did?
•Started its Loyalty
Program in 1994: First
Citizen Card
•First Citizen member
base is
11,00,000(approx).
•Contribution to sales-
66%
•Started its loyalty
Program in Jan 2001: The
Inner Circle
•The Inner Circle has a
Customer base of
750,000(approx).
•Contribution to sales-
40%
•Started its loyalty
program in May, 2001:
Clubwest
•Clubwesthas a
Customer base of
50,000(approx) in
Hyderabad
•Contribution to sales-
60%
Present
Positioning
Currently operating 24
stores
Currently operating 13
stores
•Currently operating 29
stores
•Style and reasonable
prices, supported by
quality

12. 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.“

13. FACADE
SHOPPERS’ STOP LIFESTYLE WESTSIDE
COMPARISON OF VARIOUS PARAMETERS

14. SHOPPERS’ STOP LIFESTYLE WESTSIDE
Trial Room Moreinno.
Mirrorson2sides;Sizeof
mirrorssmaller
Mirrorsnotalignedfrom
edgetoedgeduetowhich
thesizeseemssmaller
althoughitisbiggerthan
thatoflifestyle
MorethanthatofWestside
butlesserthatofShopper’s
Stop
Mirrorsonthreesides
alignedfromedgetoedge
whichmakesitlookspacious
Leastinno,only4on
eachfloor
Biggestinsizebut
mirrorononesideonly
Outside view of trial rooms
COMPARISON OF VARIOUS PARAMETERS

15. SHOPPERS’ STOP LIFESTYLE WESTSIDE
AC Vent outside the trial room & hooks AC Vent inside the trial room Centralised AC
Lights on ceilings
of the trial room
Mirrors on 2 sides-not aligned from
edge to edge and lights in between the
mirrors
Mirrors on 3 sides-aligned from edge to
edge and lights in between the mirrors
Mirrors on just one side
Stool placed in the trial rooms Door of the trial room with hooks Door of the trial room with hooks

16. SHOPPERS’ STOP LIFESTYLE WESTSIDE
Store
Ambience
-Well designed,
beautiful and air-
conditioned ambience
-Gives a classy royal
feeling, round
decorative staircase in
the center of the store
-Well designed,
beautiful ambience
-AC not sufficient as per
the footfalls in the store
-Well-designed interiors,
sprawling space and air-
conditioned ambience
-Gives an energetic,
youthful effect
-Use of electronic media
to intensify the effect
-Sofas provided for the
comfort of the customer
Staircase
COMPARISON OF VARIOUS PARAMETERS

17. SHOPPERS’ STOP LIFESTYLE WESTSIDE
Huge mirrors
at the
accessory
segment
Capsule Lift
Sofas and
chairs present
at every level
near cash
counters as well
as between
sections
One-way
escalator and
staircase
One-way
Escalator
Huge mirrors
In all the
segments
Narrow width
single mirror
on each floor
Chairs present
near the cash
counters
No Seating Arrangement for
customers

18. SHOPPERS’
STOP
LIFESTYLE WESTSIDE
Aisle Space -Maximum aisle space
for convenient
movement of both
customers and CSA
(during stock
replenishment)
-Sufficient aisle space for
convenient movement
of both customers and
CSA (during stock
replenishment)
-Cluttered arrangement
of merchandise and
less aisle space
-Arrangement of
merchandise in a
circular format to give an
attractive display
Centre Aisle

19. Aisle space between different sections
SHOPPERS’ STOP LIFESTYLE WESTSIDE

20. SHOPPERS’
STOP
LIFESTYLE WESTSIDE
Wall and
Ceilings
Textures and
colors
-Light base color walls
and moderate height
ceilings
-Wallpapers as per the
merchandise segment
-Cream color walls with
high ceilings
-Cream color walls and
low ceilings with
extensive use of wood
works
Ceilings with lightings
Flooring

21. SHOPPERS STOP LIFESTYLE WESTSIDE
S
i
g
n
a
g
e
-Sale signagesin green
color (less prominent)
-Other signagesin black
and white
-Signagesdepicting
styles and size not
properly arranged
-Less use of signages
-Only signages denoting different
sections present
-Proper and effective use
of signagesdenoting
sizes, segment etc
-Special offers like BEST BUY
highlighted
-For kidsweardistinction made
clearly by mention of the
relevant age groups

22. 0
2
4
6
8
10
12
SCORE
PARAMETERS
COMPARISON OF POSITIONING ELEMENTS
SHOPPERS'STOP SCORE
LIFESTYLE SCORE
WESTSIDE SCORE
MAXIMUM POINT
EXCEL SHEET

23. 74.05
71.45
73.45
70
70.5
71
71.5
72
72.5
73
73.5
74
74.5
SHOPPERS' STOP LIFESTYLE WESTSIDE
TOTAL SCORE
OVERALL COMPARISON OF POSITIONING STRATEGY
SHOPPERS' STOP
LIFESTYLE
WESTSIDE
EXCEL SHEET

24. II. PRODUCT

25. 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.
GENERAL OBSERVATIONS
ASSORTMENT PLAN

26. 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.
MEN’S WEAR OBSERVATIONS
ASSORTMENT PLAN

27. 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%.
MEN’S WEAR OBSERVATIONS
ASSORTMENT PLAN

28. 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, Mangalgiriare popular among kurtisand SKDs.
WOMEN’S WEAR OBSERVATIONS
ASSORTMENT PLAN

29. 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
WOMEN’S WEAR OBSERVATIONS
ASSORTMENT PLAN

30. 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).
KID’S WEAR OBSERVATIONS
ASSORTMENT PLAN

31. FOOTWEAR’S WEAR OBSERVATIONS
Lifestyle has got a very strong merchandise mix as compared to its competitors.
HawaiChappalsand Kolhapurishoes 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

32. III. PRICE

33. 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

34. MEN’S WEAR OBSERVATIONS
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

35. 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
WOMEN’S WEAR OBSERVATIONS
ASSORTMENT PLAN

36. Kurtaswith Yolks (priced at 549) were present in Lifestyle and not in
ShoppersStop and Westside.
Kurtaswith belt (priced at 399) were present in Westside and not in Shoppers
Stop and Lifestyle
Kurtaswith pin tucks (priced at 599) were present in Westside and not in
Shoppers Stop and Lifestyle.
Empires waistlines (priced at 499) were present in ShoppersStop and not in
Lifestyle and Westside
WOMEN’S WEAR OBSERVATIONS
ASSORTMENT PLAN

37. 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

38. Lifestyle has got maximum option available at price point 799 forWomen’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
FOOTWEAR’S WEAR OBSERVATIONS
ASSORTMENT PLAN

39. IV. PROMOTION

40. IV. PROMOTION: SHOPPERS STOP
END OF SEASON SALE

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

42. MERCHANDISE
STACKED AND
DUMPED DURING THE
SALE

43. EXTENSIVE USAGE OF
SIGNAGES DURING SALE IN
GREEN AND ORANGE
COLOR TO HIGHLIGHT TH
DISCOUNT

44. SIGNAGES USED TO HIGLIGHT
ATTRACTIVE DEALS OFFERED
ON NATIONAL BRANDS

45. HOARDINGS AT VARIOUS PLACES IN THE CITY TO PROMOTE
THE END OF SEASON SALE

46. WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAY
WINDOW DISPLAY

47. WELL-KNOWN BRANDS BEING PROMOTED THROUGH WINDOW DISPLAY
WINDOW DISPLAY

48. THEME BASED PROMOTION
THEME-THINK GREEN THEME-REFRESH…

49. END OF SEASON SALEdepicted on a bright red background along with the sale period
duration as well as maintaining its position of being a fashionable store..
IV. PROMOTION: LIFESTYLE

50. WINDOW DISPLAY PROMOTION reflecting the youth spirit and
their vibrant lifestyle

51. Premium Brands Being Promoted Through WINDOW DISPLAY

52. Brand Name Promotion Of Store On WINDOW DISPLAY

53. THEME BASED PROMOTION ON WINDOW DISPLAY

54. Newspaper Ad and in-store sales
promotion with extensive use of red color
to attract customer focus
IV. PROMOTION: WESTSIDE
END OF SEASON SALE

55. 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 Floralsthis summer
IV. PROMOTION: WESTSIDE

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

57. 0
5
10
15
20
25
30
Festive PromotionsEnd of SeasonTheme Based Brand
Endorsement
Media
SCORE
PARAMETERS
COMPARISON OF PROMOTION ELEMENTS
SHOPPERS' STOP
LIFESTYLE
WESTSIDE
MAXIMUM POINTS
60.7562.5
84.5
0
20
40
60
80
100
RETAIL STORES
SCORE
OVERALL COMPARISON OF PROMOTION
STRATEGY
SHOPPERS' STOP
LIFESTYLE
WESTSIDE
EXCEL SHEET

58. V. PEOPLE

59. SHOPPERS’ STOP LIFESTYLE WESTSIDE
CSAintensityPer2brand3CSAs Perbrand1CSA Persegment3-4CSAs
CSACapability
StrongKnowledgebase
Propertrainingfor3months
atthetimeofjoining
GoodPRandcommunication
skills
Well groomed and
emphasizeoncustomer
satisfaction
Nodirectrecruitmentfor
seniorCSAs.Juniorsare
promotedasseniorsbased
ontheirperformance
StrongKnowledgebase
Propertrainingfor6months
atthetimeofjoining
GoodPRandcommunication
skills
Recruitmentaspertheir
qualificationandexperience
Qualification-Graduates as
seniorsCSAsand10+2as
juniorCSAs
BasicKnowledgeof
theparticularsegment
Propertrainingfor6
monthsatthetimeof
joining
Good PR and
communicationskills
Remuneration
Structureand
Incentive
Schemes
12
th
pass-4000(gross)
Graduates-6000-8000(gross)
Incentivesonthebasisofsale.
SeniorCSA-6000-8000(gross)
JuniorCSA-4000-8000(gross)
Incentivesonthebasisofsale.
Grosssalary-6200/-
InHand-5664/-
Incentivesonthebasisof
sale.

60. 0
10
20
30
40
50
60
70
80
NO. OF RESPONDENTS
PARAMETERS
SHOPPERS' STOP SURVEY
STRONGLY DISAGREE PEOPLE
SOMEWHAT DISAGREE PEOPLE
NEUTRAL PEOPLE
SOMEWHAT AGREE PEOPLE
STRONGLY AGREE PEOPLE
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
EXCEL SHEET

61. 0
10
20
30
40
50
60
70
80
90
100
Has my
favourite
brands
Convenient
store layout
Easy
Availability of
Size
Easy exchange
and returns
Is a
Sophisticated
outlet
Has the latest
in terms of
fashion
Employees give
prompt service
Gives a great
shopping
experience
NO. OF RESPONDENTS
PARAMETERS
LIFESTYLE SURVEY
STRONGLY DISAGREE PEOPLE
SOMEWHAT DISAGREE PEOPLE
NEUTRAL PEOPLE
SOMEWHAT AGREE PEOPLE
STRONGLY AGREE PEOPLE
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
EXCEL SHEET

62. 0
10
20
30
40
50
60
70
Has my
favourite
brands
Convenient
store layout
Easy
Availability of
Size
Easy exchange
and returns
Is a
Sophisticated
outlet
Has the latest
in terms of
fashion
Employees give
prompt service
Gives a great
shopping
experience
NO. OF RESPONDENTS
PARAMETERS
WESTSIDE SURVEY
STRONGLY DISAGREE PEOPLE
SOMEWHAT DISAGREE PEOPLE
NEUTRAL PEOPLE
SOMEWHAT AGREE PEOPLE
STRONGLY AGREE PEOPLE
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
EXCEL SHEET

63. QUESTIONNAIRE ANALYSIS
(Positioning related)
0
50
100
150
200
250
SCORE
PARAMETERS
CUSTOMER PERCEPTION OF THE STORES
SHOPPERS' STOP
LIFESTYLE
WESTSIDE
595
649
484
0
100
200
300
400
500
600
700
TOTAL SCORE
RETAIL STORES
OVERALL SCORE
TOTAL SCORE
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
EXCEL SHEET

64. 5%
20%
48%
15%
12%
TIME SPENT ON SHOPPING
0 to 0.5 hrs
0.5 to 1 hrs
1 to 2 hrs
2 to 3 hrs
More than 3 hrs
0
15
30
45
60
75
90
105
120
135
150
SIZE SET
LOYALTY CARD
LOYALTY PROGRAM AWARENESS
PEOPLE AWARE
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
EXCEL SHEET
5%
20%
48%
15%
12%
TIME SPENT ON SHOPPING
0 to 0.5 hrs
0.5 to 1 hrs
1 to 2 hrs
2 to 3 hrs
More than 3 hrs

65. 0
50
100
150
200
250
300
Color Fabric Price Quality Style Brand
Points
Attributes
Purchase Determining Factor
LINK
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
QUESTIONNAIRE
ANALYSIS
(Merchandise related)

66. 100
77
101
126
124
113
74
97
86
0
20
40
60
80
100
120
140
MEN'S WOMEN'S KID'S
POINTS
DEPARTMENTS
MERCHANDISE COLLECTION ANALYSIS
Shoppers' Stop
Lifestyle
Westside
LINK
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
QUESTIONNAIRE
ANALYSIS
(Merchandise related)

67. 2
4
28
1
3
4
9
23
7
3
17
16
2
13
14
3
13
38
2
6
19
23
19
8
28
5
3
27
26
10
8
16
0
5
10
15
20
25
30
35
40
No. of Respondents
Category
PURCHASE FREQUENCY-CATEGORY WISE
Monthly
Once in 3 months
Once in 6 months
Once in a yr
LINK
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
QUESTIONNAIRE
ANALYSIS
(Merchandise related)

68. 83
106
170
91
82
111
124
133
0
20
40
60
80
100
120
140
160
180
FORMALS SEMI-FORMALS CASUALS ETHNIC PARTYWEAR SPORTSWEAR FOOTWEAR ACCESSORIES
Points
CATEGORY
PREFERENCE OF PURCHASE
LINK
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
QUESTIONNAIRE
ANALYSIS
(Merchandise related)

69. 32
7
0
43
0
1
22
0
11
4
13
7
4
0
3
0
3
38
12
0
0
5
10
15
20
25
30
35
40
45
50
SHIRTS/ TOPS BOTTOMS SUITS/ JACKET SALWAR SUITS
No. of Respondents
Garment
FABRIC PREFERENCE FOR GARMENTS
COTTON
POLYESTER
COTTON -POLY
POLY VISCOSE
DENIM
LINK
QUESTIONNAIRE
ANALYSIS
(Merchandise related)
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS

70. 2
5
18
12
7
6
0
2
4
6
8
10
12
14
16
18
20
XS S M L XL XXL
No. Of Respondents
Sizes
SIZE PREFERENCE FOR TOPS/SHIRTS/T-SHIRTS/BLAZERS
TOPS/SHIRTS/T-SHIRTS/BLAZERS
LINK
QUESTIONNAIRE
ANALYSIS
(Merchandise related)
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS

71. 5
12
8
15
7
3
0
2
4
6
8
10
12
14
16
Size 28 Size 30 Size 32 Size 34 Size 36 >36
No. Of Respondents
Sizes
SIZE PREFERENCE FOR BOTTOMS
BOTTOMS
LINK
QUESTIONNAIRE
ANALYSIS
(Merchandise related)
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS

72. 2
12
19
8
5
4
0
2
4
6
8
10
12
14
16
18
20
S M L XL XXL free size
No. of Respondents
Sizes
SIZE PREFERENCE FOR SALWAR SUITS/KURTA PAYJAMA
SALWAR SUITS/KURTA PAYJAMA
LINK
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
QUESTIONNAIRE
ANALYSIS
(Merchandise related)

73. 9
29
12
0 00
12
28
10
00
27
21
2
00
2
7
13
28
0
7
32
11
00
24
11
12
3
0
5
10
15
20
25
30
35
200-500 500-1000 1000-1500 1500-2500 >2500
No.of Respondents
Price Range
SPENDINGS PER GARMENT
TOP/T-SHIRT
BOTTOMS(PANT/SKIRT)
FORMAL/ SEMI FORMAL SHIRTS
SUITS
DENIM
ETHNIC
LINK
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
QUESTIONNAIRE
ANALYSIS (Merchandise
& Price related)

74. 42%
58%
RATIO OF MALE/FEMALE
MALE
FEMALE
DEMOGRAPHIC
DETAILS
4
53
56
21
16
0
10
20
30
40
50
60
Less
than 20
yrs
20-25
yrs
25-30
yrs
30-35
yrs
more
than 35
yrs
AGE GROUP OF RESPONDENTS
No. of Respondents
58
29
37
24
2
0
10
20
30
40
50
60
70
ANNUAL INCOME OF
RESPONDENTS
No. of
Respondents
STEP 4: DETERMINING CUSTOMER
PREFERENCES & EXPECTATIONS
28
88
4
30
0
10
20
30
40
50
60
70
80
90
100
OCCUPATION OF RESPONDENTS
No. of Respondents

75. SHOPPERS
STOP
LIFESTYLE
WESTSIDE
S A T I S F A C T O R Y
U N S A T I S F A C T O R Y
AISLE
SPACE
AISLE SPACE
VM
AMBIENCE
ADVERTISEMENT
LOYALTY
PROGRAMS SIGNAGES
VM
ADVERTISEMENT
LOYALTY PROGRAMS
SIGNAGES
BILLING
FACILITY
PARKING FACILITY
BILLING FACILITY
PARKING
FACILITY
EXCHANGE PROVISION
EXCHANGE PROVISION
SALES
PROMOTION
SALES PROMOTION
NO. OF
NATIONAL
BRANDS
NO. OF NATIONAL
BRANDS
VALUE FOR
MONEY
VALUE FOR MONEY
STYLE
OPTIONS
STYLE OPTIONS
CUSTOMER
SERVICE
CUSTOMER
SERVICE
AMBIENCE
SHOPPING
EXPERIENCE
SHOPPING
EXPERIENCE

76. 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
RECOMMENDATIONS -FOR POSITIONING

77. 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.
Planogramshould 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
RECOMMENDATIONS -FOR POSITIONING

78. RECOMMENDATIONS -FOR POSITIONING
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 atleast5 trial rooms in each segment which should be spacious having mirrors on 3
sides, hooks provided on the door, sufficient lighting and stool.
Prominent signagesshould 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

79. RECOMMENDATIONS -FOR PRODUCT
Merchandisemixshouldcompriseofnationalandinternationalbrands(70%)andprivatelabels
(30%)fortheupcomingfashionretailformat
Fastmovingsizesshouldbedeterminedandprovisionsshouldbemadeforstock
replenishment
Newofferingsshouldbeclubbedanddisplayedinreasonablysizeandplace
Eachoptioninallbrandsshouldbereviewedafterinitialresponsefromcustomers
Thereshouldbesufficientstyleoptionsacrossallsegmentsandcategories
Qualityshouldbemaintainedandthemerchandiseprovidedshouldalsobedurableapartfrom
beingstylishandtrendy

80. RECOMMENDATIONS -FOR PRICE
Price gaps should be minimized as much as possible tooffer the customer
options at each price point
Merchandiseshould 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.

81. 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 encashon 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 PROMOTION

82. TheCSAsshouldberegularlygivenproducttrainingsothattheycanclear
theminorqueriesofthecustomerregardingfabricquality,compositionetc
TheCSAsshouldbeprovidedsalestrainingtounderstandthecustomer
temperamentandconvincethemtobuy
ThereshouldbeincentiveschemesgiventoCSAswhichshouldincludea
shareofthesaledonebythem
RECOMMENDATIONS -FOR PEOPLE

83. SUGGESTED HIERARCHY
FOR THE FASHION RETAIL
STORE
Senior Concept Manager (1)
Concept Manager (1)
Merchandise Controller (1) Assistant Concept Manager (1)
Asst Merchandise Controller
(2: Men + Ladies)
Supervisor (1)
Mens Formals, Casuals &
Accessories
Supervisor (1)
Denim Wear
Supervisor (2)
Ladies Western
Wear
Supervisor (1)
Ladies Ethnic &
Lingerie
Senior CSAs (2)
1.Mens Formal &
Accessories
2.Mens Casual
Senior CSAs
(2)
Senior CSAs
(2)
Senior CSAs (2)
1. Ladies Ethnic
2. Lingerie
CSAs (including juniors) -35

84. THANK YOU