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Introduction
Lifestyle International (P) Ltd, part of the prestigious Dubai based Landmark Group,
started its operations in India with the launch of the first Lifestyle store in Chennai in1999. In little over a decades time, Lifestyle has established itself amongst the
leading retail companies in India. Positioned as a youthful, stylish and a vibrant
brand, Lifestyle offers its customers not just the ease of shopping but also an
enjoyable shopping experience. Each Lifestyle store brings together five concepts
under one roof Apparel, Footwear, Childrens Wear & Toys, Furniture & Home
Furnishings, Personal Grooming - offering a convenience of a one-stop shop and a
wide choice of national & international brands.
Home Centre by Lifestyle is a one stop destination for Furniture, Home Dcor and
Soft Furnishings that truly represent style, comfort and individuality. Home Centre
uses a unique Concept Room display model to give customers a practical idea of
how each piece of furniture would look in a particular room.
In keeping with the Groups tradition of making every shopping experience rewarding
and memorable, The Inner Circle Landmark Groups Loyalty program allows
members, to enjoy exclusive benefits and privileges such as reward points and
exciting offers. The Inner Circle is today recognized amongst the leading Loyalty
Program in the country with an ever increasing base of customers. The card is
accepted across all Landmark Group Stores in India including Lifestyle, Home Centre
by Lifestyle, Max Fashion, Splash, Bossini, SPAR Hypermarket, Polynation Food
Court, Gloria Jeans Coffees & The Yellow Chilli chain of restaurants.
Lifestyle and Home Centre offer a truly international shopping experience, a fact
borne by numerous accolades:
Most Admired Large Format Fashion RetailerImages Fashion Awards 2011
Most Admired Retailer of the Year - Home & Interiors Category for Home
Centre by Lifestyle from Images Retail for two consecutive years, 2009 &
2010
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Most Respected Company in the Retail Sector by Business World IMRB
in 2003 and 2004.
ICICI KSA Technopak Award for Retail Excellence in 2005
Lycra Images Fashion Awards for the Most Admired Large Format Retailer
of the Year in 2006.
Reid and Taylor Retailer of the Year award for the year 2006
Most Admired Retailer of the YearDepartment Store from Images Retail in
2008
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Category: Women & Men Bags
Step 1: Category: Accessories, Sub Category: Men & Women & Kids
Sub-Category Merchandise Brands
Men Bags Briefcase, Fossil
Newsboy bag Hidesign
Holdall,
Messenger Bag,
Camera Bag,
Tote
Women Bags Clutch bags Ginger
Handbags Rossele
Sling Bags Hidesign
Travel kits Baggit
Vanity Kits Paprika
Wallets Fossil
Kids Bags Carrier Bags Barbie
Party wear Bags Rossele
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Step 2: Defining the Category Role:
Convenience Category: The Bags section can be termed as a convenience category
as it helps Lifestyle to reinforce the target customers image of Lifestyle as a place for
one-stop shopping. The customers find it convenient to shop for bags at lifestyle as it
is more convenient to purchase bags as it is one stop for Men, Women and kids bags.
Besides, it houses various brands ranging from high end to value priced bags &
wallets.
Step 3: Category Assessment:
1. Sleepers-High Market Share & Low Market Growth:
Brands: Hidesign
Strategy:
- Allotted a smaller but distinctive space to Hidesign. Although the brand is
well known it moves slowly as compared to the cheaper leather bags offered
by Rossele.
- Therefore they stock a lesser percentage of Hidesign products and all of it is
kept on display.
Sleepers
"Hidesign"
Winners
"Baggit &Code"
Questinable
"Fossil &Paprika"
Opportunities
"Rossele &Ginger & Code"
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- -If the customer requests for a specific item, then the same is ordered and
made available in a few working days.
2. Winners:-High Market Share & High Market Growth
Brands: Baggit
Strategy: - Baggit bags and wallets are preferred by the customers as it provides
quality products at competitive prices along with a good brand name. Therefore ample
shelf space : 2+1 was provided exclusively for Baggit bags & Wallets.
-They stock ample products and avoid a situation of being out-of-stock as it would
result in loss of sales.
3. Questionable: Low Market Share & Low Market Growth
Brands: Fossil, Paprika
Strategy:
- Fossil and Paprika have relatively low market share and showed low rate of growth.
They have been allotted single shelves. The reason being that as they do not have any
distinctive feature and hence get lost in the other brands.
- Lifestyle therefore offers only limited number of styles in this category.
4. Opportunities: Low Market Share & High Market Growth
Brands: Rossele, Ginger & Code
Strategy:
-These brands occupy maximum shelf space. These brands are economically prices
and over a variety of products, hence most prefferd by customers.
-Ginger & Code also occupies a separate shelf space for itself and has products
keeping in mind the trends of the season and creates more impulse purchases.
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Category Assesment:
From the point of view need of customers
-Regular Use
-Office Use
-Travel Purpose
-Party Purpose
From the point of view of the Market:
- The bags offered for sale are decided based on foremost the customers needs.For Ex Most of the customers prefer to buy Office Leather Bags from
Lifestyle which is why they house a large proportion of Office bags for both
categories: Men & Women
Step 4: Category Performance Measures:
Sales: The sales from last year has increased by 5-10%
Step 5: Category Strategies
Excitement Creating The display of clutch bags on a step table quickly grabs
attension of the passers by. All around this table are the display of other bags. Also
the bag counter is located at a strategic place. It is just before the ladies section and on
the right to the entrance, therefore anybody entering the ladies section would
definitely notice this area
Image Enhancing: The variety of bags offered and the assortment mix : For Men,
Women & kids, makes a one stop shop [lace for all. Moreover the customers find it
convenient to shop more all their needs under one roof. Therefore Bags sort of
provide supplementary sales.
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Category Tactics:
There was a signage on top of the Category Area labeled: Women Bags
Clutch Bags: The clutch bags are displayed in a tier table. This way the clutch bags
were very visible and created an attraction point as they were neatly displayed on the
tier table right in the front of the assigned area for Women Baggage. Check no of
displayed: and length of the table
Handbags: As you enter the rectangular area, one can see the bags racked on shelves
against the wall on all three sides. The middle area is interspersed with two-sided
Gondola shelving units.
On the left wall-the first shelf is of Code bags . This was a collection of colourful
flower printed bags. Only one Shelf unit was provided to it. The next 3 units had
leather bags from Roselle. The collection was assorted according to colour, first shelf
occupied by shades of brown and the following shelf had a combination of black and
white.
The middle wall (the longest wall) had 2 racks of bags by Ginger. Following which
were 2 racks dedicated to Baggit Bags and another 3 racks by Paprika Bags. On theright wall-There was 2 racks of bags dedicated to kids bags. Following which there
was a rack of bags by Fossil . Next to which came Hidesign which clearly occupied
the largest space in the Women Bags ssection. The racks were wooden and had an
exclusive glass display for women & men Wallets. There were wooden shelves for
leather bags for both Women & Men.
Smaller Bags & Wallets: The centre area had two faced Gondolas carrying smaller
merchandise, i.e wallets and smaller bags and travel kits & vanity kits.
Space Allocation: Clearly the Largest space was allocated to mid-priced handbags by
releatively lesser known brands such as Rochelle & Paprika. The leather quality of
these bags being less. The known brands such as Baggit, Code, Fossil had a clearly
defined shelf space with the brand name on them so that customers identify the
brands. Hidesign occupied the most significant and a clearly defined soace. The
merchandise setting of Hidesign products was different ( given to the wooden
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furniture used) from the rest of the area. It looked much richer and had an exclusive
shelf display.
Step 6: Category Review
Lifestyle managers ensure that they keep abrest of the new trends, analyse sales and
continuously provide bags & related products that appeal to its target customers.
Regular review of the productivity of the category is carried out.
Comaprison: Women Bags Section Vs Mens Bag Section
Women Bags section occupies a much wider space ans has a clearly defined area as
compared to Mens Bag Section.
Category: Mens & Women Formal Wear
Step 1: Category Definition
Classification Brands Sizes
Men Formal Shirts WILLS 38, 40, 42, 44, 46, 48
CODE 38, 40, 42, 44, 46
LOUIS PHILIPPE 38, 40, 42, 44, 46
PARK AVENUE 38, 40, 42, 44, 46
LP YOUNG 38, 40, 42, 44, 46
VAN HEUSEN 38, 40, 42, 44, 46
BLACK BERRY 38, 40, 42, 44, 46
TURTLE 38, 40, 42, 44
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ARROW 38, 40, 42, 44,
GIOVANNI 38, 40, 42, 44, 46,
THEME 38, 40, 42, 44
P & N 38, 40, 42, 44
Category Brands Sizes
Men Blazers & Suits BlackBerry 38, 40, 42, 44, 46
Van Heusen 38, 40, 42, 44, 46
Park Avenue 38, 40, 42, 44, 46
Classification Brands Sizes
Men Formal Trousers WILLS 28, 30, 32. 34, 36, 38,
40, 42
CODE 28, 30, 32. 34, 36, 38,
40
LOUIS PHILIPPE 28, 30, 32. 34, 36, 38,
40, 42
PARK AVENUE 28, 30, 32. 34, 36, 38,
40, 42
LP YOUNG 28, 30, 32. 34, 36, 38,40,
VAN HEUSEN 28, 30, 32. 34, 36, 38,
40, 42
BLACK BERRY 28, 30, 32. 34, 36, 38,
40, 42
TURTLE 28, 30, 32. 34, 36, 38,
40
ARROW 28, 30, 32. 34, 36, 38,
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40,
GIOVANNI 28, 30, 32. 34, 36, 38,
40, 42
THEME 28, 30, 32. 34, 36, 38,40
P & N 28, 30, 32. 34, 36, 38,
40
Classification Brand Size
Women Formal Shirts Van Heusen XS, S, M, L, XL, XXL
Allen Solly XS, S, M, L, XL, XXL
Code XS, S, M, L, XL
Women Blazers Van Heusen M , L
Allen Solly M, L
Women Formal
Trousers
Van Heusen 28, 30, 32, 34, 36, 38
Louis Phillipe 28, 30, 32, 34, 36, 38
Code 28, 30, 32, 34, 36
Category : Men Accessories
Classification Brand
Ties Zodiac
Satya Paul
Van Heusen
Louis Phillipe
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Handkerchiefs Van Heusen
Zodiac
Belts Bulchee
Hidesign
Leebuck
Leatherplus
P & N
Step 2: Defining Category Role:
Preferred Category
In terms of Formal Wear, Lifestyle is considered to be a preferred destination for
office-goers. It offers a wide variety of merchandise & therefore a wider choice for
the customers.
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Step 3: Category Assessment
Step 4: Category Performance Measures:
Mens Formal Wear: Sales of Men s Formal Wear is very high. Therefore a large
area is provided to this category. Lifestle customers prefer to shop at this one
destination and get all the brands under one roof. Moreove Men Formal Wear is
something that is bought on a regular basis.
Women Formal Wear: Women Formal wear occupies only of space as compared
to the Mens Formal Wear section. Earlier this section occupied a higher space but
after reviewing it they have reduced the brands and the space allocated to this section.
Moreover women in India prefer: Salwars and Sarees to be worn for office use and
therefore this affects the sales of this category.
Step 5: Category Strategies:
Traffic Building: Formal Wear Men Category attracts a lot of traffic to the store.
This is because it requires frequent purchases.
Sleepers
" WomenFormal Wear"
Winners
"Men Shirts &Trousers"
Questionables
"WomenBlazers &
Suits"
Oppotunities
"Men Blazers& Suits"
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Profit Generating: Women Formal Wear uses this strategy as there are niche
customers for this category who are loyal to the brands available in the store. They are
less influenced by price fluctuations.
Step 6: Category Tactics:
Space Allocation: The merchandise is displayed in about 1500 to 2000 sq feet .
Brands like Van Heusen , Arrow, Louis Phillipe occupy about 350 sq feet.
Shelf Display: Merchandise is arranged according to brands. There is a wall provided
for VM to brands & they use hangers for trousers & shirts. Trousers of size 34 occupy
maximum shelf space and Shirt Size 40 occupied maximum shelf space. Also layered
tables were used where shirts were neatly stacked. Walls had niches were the
merchandise was displayed in an attractive manner.
Step 7 : Category Review:
Managers of individual categories analyze the sales of the respective departments and
take decisions of display, inventory, style, brand, space allocation etc.
Comparison:
Men Vs Women Formal Wear: Then Men Formal Wear category definitely
provides more profit and is popular among the customers. A wide variety for the same
is available. On the other hand, Womens Formal Wear category, occupies a much
smaller space. This is because this is not the preferred category for Lifestyle.
Lifestyle Vs Shoppers Stop: The Women Formal Wear section offers much more as
compared to Lifestyle. Therefore Lifestyle needs to come up with a merchandise mix
to match what its competition has to offer. This could be done by developing private
label exclusively for Women Formal Wear as is done for Men; Formal Wear (P& N)
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CATEGORY : MENS ETHNIC WEAR
Step 1 -
Category Definition
The category does not see high volume of sales but the margins in this category are
high.This section occupies approx 200 sqft of space.
Step 2 -
Category Role
This category does not see high volume of sales but the margins in this category are
high.
This category fulfills occasional, exclusive requirements and the prices for this
category range from Rs 799Rs 5000.
Destination categoryOcassional/Seasonal Category.
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Step 3 -
Category Assessment
Market share
Sleepers
Kurta pyjamas
Winners
Short kurtas
Long kurtas
Questionable
Sherwanis
saafa
Opportunities
Jodhpuri suits
Market Growth
Manyawar , a premium brand at Lifestyle occupies a set shelf space that the brand has
purchased for itself.
Their hot sellers are Kurta pyjamas and the space allocation is comparatively higher
than other categories.
Sizes, L & XL have the highest stocks. M is comparatively lower and S is the least.
Melange, an exclusive store brand has high assortment has higher space allocation.
Most kurtas are hung on waterfalls with medium sizes displayed in the front and
successivelyL, XL, XXL & S. While the pyjamas are placed on the bottom shelves.
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Step 4
Performance Measures
Short & Long Kurtas have the highest growth share matrix and are promoted
extensively.
Step 5
Category Strategies
There is a clear propogation of store brands, vizMelange which has higher space
allocation.
Long kurtas are stocked to the maximum as their growth and demand is higher and
also compared to Sherwanis and Jodhpuri suits, they have lesser occasional use.
Large (L) size is stocked and displayed most, approx 3 Large pieces in each design
are displayed.
Step 6
Category review
This category does not contribute to a large proportion of the revenue generated from
the mens wear line.
The space allocated to it is lesser than the space allocated for womens ethnic wear.
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CATEGORY : WOMENS ETHNIC WEAR
Step 1Category Definition
CATEG
ORY
SUB -
CATEG
ORY
SEGMENTS
(BRANDS)
SUB -SEGMENTS SIZES
Womens Ethnic Biba
Neerus
Short
kurtis(cotton
XS
S
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This category occupies approx 300 sqft of space and is a high demand category.
Step 2
Category Role
This category sees high volume of sales and margins in this category are medium -
high.
This category fulfills occasional, exclusive requirements and the prices for this
category range from Rs 299Rs 3000.
It is considered as A Destination category
wear Leffet
Mlange
(store
exclusivebrand)
W
Maahi
Harra
Isvarah
Prafful
Span
and cotton
blends)
Long
kurtis(cotton
& cotton
blends)
Leggings
(cotton)
Salwar
kameez suits
(cotton,cotton
belnd &
synthetic)
Salwars
M
L
XL
XXL
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Step 3
Category Assessment
Sleepers
(None)
Winners
Leggings
Long kurtis
Suits
Questionable
Salwars
Opportunities
Short kurtis
Melange, W, Biba and Neerus have the highest shelf space allocation.
Melange is a store brand & has considerably lower prices, it occupies two different
spaces in the ethnic area. One space is for discounted merchandise and lower quality
fabrics that are placed on shelves in the centre and the other display is with the use of
waterfalls and other hangers for higher priced merchandise.
The other brands are given a fixed space to display their products of whichW, Biba,
and Neerus are given a higher space allocation.
The merchandise is displayed according to the brands & separate space is given for all
brands to place their low priced merchandise which is hot selling and everyday wear.
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Step 4
Performance Measures
Leggings and Long kurtis have the highest growth share matrix and are promoted
extensively.
Step 5 -
Category Strategies
The strategies adopted by the womens ethnic wear line are
Placement of discounted merchandise in the centre on a tier table to attract
customer and sell more.
Merchandise is stocked brandwise.
Step 6
Category review
This is one of the most popular categories of Lifestyle, it is on the ground floor after
the Womens casual wear section. It contributes to a large share of the profits.
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CATEGORY : WOMENS CASUAL WEAR
CATEG
ORY
SUB -
CATEG
ORY
SEGMENTS
(BRANDS)
SUB -SEGMENTS SIZES
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Step 1 -
Category Definition
The category sees the highest volume of sales..
This section occupies approx 500 sqft of space.
Ginger & Fame forever are the 2 store brands in this category.
Step 2
Category Role
Womens
wear
Casual Forever
New
Bossini
109 F Remanika
Ginger
(exclusive
store
brand)
Benetton
AND Fame
Forever(e
xclusive
store
brand)
Levis
Tee shirts
Tops
Three-fourth
lowers Shorts
Skirts
Tops
Spaghetti tops
Full lowers
Tracks
Sweaters ,scarves, socks
Short Dresses
XS
S
M
L XL
XXL
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This category sees high volume of sales and margins in this category are medium.
This category fulfills occasional, exclusive requirements and the prices for this
category range from Rs 299Rs 2000.
Destination category
Step 3
Category Assessment
Sleepers
scarves
Winners
Tee shirts
Tops
Shorts
Skirts
Spaghetti tops
Tracks
Dresses
Three-fourth lowers
Full lowers
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Questionable
socks
Opportunities
Short dresses(seasonal)
Sweaters(seasonal)
Ginger(store brand) has the highest space allocation.
Fame forever, Remanika, 109 F and AND all have 3-4 shevles and display units
allocated to them.
Benetton, Bossini and Levis have a separate shop-in-shop space allocation.
Within each brand, every category is divided on the basis of its sub segments, viz,
tops, tee shirts ,socks etc
Sizes are placed from XS to XL in ascending order.
Every item is displayed on a waterfall in a medium size and its other size variants are
placed on a shelf.
Medium is the size placed most on shelves.
Step 4
Performance Measures
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Tee shirts and tops have the highest shelf space.
Sweaters ,during season, are fast selling and their growth is rapidly moving.
Step 5 -
Category Strategies
The strategies adopted by the womens casual wear line are
Every item is displayed on a waterfall in a medium size and its other size
variants are placed on a shelf.
Medium is the size placed most on shelves.
Step 6
Category review
This is the most popular category at Lifestyle, it is on the ground floor.
Its volumes are very high and it generates highest turnover.
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PARTY WEAR
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DEFINING THE CATEGORY ROLE
Category : Apparel
Sub- Category : Mens wear
Segments : Party Wear
Sub-Segments : Jackets, Shirts, semi formal t-Shirts
Category : Apparel
SubCategory : Womens Wear
Segments : Party Wear
Sub- Segments : Blouses, Tops, Tunics, Shrugs, Jackets, Leggings , Dresses, Stoles
STEP IIDEFINING THE CATEGORY ROLE
OCCASIONAL/ SEASONAL CATEGORY are those that are purchased
infrequently or follow cynical patterns. It helps to re-inforce the target customers
image of the retailer with the aim of frequent, competitive value to the target
customer. Around 15- 20 % of Lifestyles categories are managed with this role.
This category is of medium importance to the target customer as it is occasionally
purchased. Lifestyle also gives this category medium importance as they stock a
LIFESTYLEParty Wear
Privatelabels
Code GingerClub
hoppersFame
Forever
Brands
Splash Remanika AND
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limited amount of Party wear. When it comes to Lifestyles competitors (shoppers
Stop, Pantaloons) this category is not given much importance as Party wear is an
occasional category.
STEP III CATEGORY ASSESSMENT- the current performance of the category is
evaluated with respect to turnover, profits and return on assets in this category.
Key factors which influence Consumer Assessment :
The consumers buy Party wear because it fulfils their need to dress well for
occasions . Occasion wear requires a person to dress in a more stylish and
special manner.
Consumers are influenced by the need to dress in a special and stylish manner.
Parties are a special occasions where people put in more effort to look their
best. A persons social cycle plays a key role in influencing what he or she
wears.
While selecting party wear, a consumer scans through the entire range. He/she
is very fussy about the colour, fit and style. As it a special occasion, the
consumer is fussy about buying party wear and party wear is also priced
higher so the consumer puts in a lot of effort into selecting party wear.
Key factors which influence the assessment of the market are :
Competitors of party wear (Shoppers Stop, Pantaloons) offer a similar
price range as Lifestyle
In terms of consumption and sales, this segment has low sales but at higher
prices per unit. Party wear is infrequently purchased.
Lifestyle under its private labels (code,Fame Forever, Remanika & AND)
stocks a low range of party wear.
STEP IVCATEGORY PERFORMANCE MEASURES
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This step involves setting measurable targets in terms of sales, Margins, GM Return
On Investment. These need to be established for measuring category performance.
The sales for Party wear when compared to the other departments is comparatively
lesser , hence the space allocated to party wear is minimum.
The assortment carried y Lifestyle for Party wear doesnt contain every size. The
replenishment for party wear is poor and only few sizes are available for merchandise
in this segment. The new products introduced for this segment is also lower compared
to the other segments.
STEP VCATEGORY STRATEGIES
It is the step in the category business planning process when strategies are developed
to deliver the category role and category performance targets. Strategies may relate to
marketing and product supply strategies. The strategies used here are :
1. Transaction strategy : these maybe subject to impulse purchase and increase
the average transaction in the basket or category
2. Cash generating Strategy : - uses parts of the category to generate cash flow,
has low inventory turnover.
3. Excitement Creating Strategy : frequent change in products and seasonal
products where a sense of urgency is created.
STEP VI - CATEGORY TACTICS
Work towards determining optimal category pricing, promotion, assortment and shelf
management which are necessary to achieve the agreed-on role, scorecard and
strategies.
Since the consumers needs are lesser in this segment, the variety in has low
penetration , the prices are high , assortments are not complete and all sizes are
unavailable.
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SPORTS WEAR
Category : Apparel
Sub- Category : Mens wear
Segments : Sports Wear
Sub-Segments : tee-shirts, track pants, sweatshirts, jackets, shorts, boxers.
STEP IIDEFINING THE CATEGORY ROLE
OCCASIONAL CATEGORYare those that are purchased infrequently or follow
cynical patterns. It helps to re-inforce the target customers image of the retailer with
the aim of frequent, competitive value to the target customer. Around 15- 20 % of this
category is stocked by Lifestyle.
This category is of medium importance to the target customer as it is occasionally
purchased. Lifestyle also gives this category medium importance as they stock a
limited amount of Sports wear. This category is not given much importance compared
to other mens wear categories. The area allotted to sports wear is only 800 1000
sqft in the entire mens department.
LIFESTYLE
SPORTS WEAR
Private Labels
Fame Forever
Nike
Adidas Puma Kappa U.s Polo Reebok Nike
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STEP III CATEGORY ASSESSMENT- the current performance of the category is
evaluated with respect to turnover, profits and return on assets in this category.
Key factors which influence Consumer Assessment :
the consumers buy Sports wear because it is a necessity for people who
indulge in a lot of sports and activities. It provides the perfect and comfortable
fit and ease for those playing a certain type of sport. Also some people buy
sports wear if theyre fans of a particular sport. E.g football jerseys.
Consumers are influenced by their need for this type of garment as it provides
ease, comfort and fit. Also they are influenced by the various seasons for
various sports e.g IPL for cricket.
While selecting sports wear a consumer looks for the apparel in relation to the
kind of sport he plays and need. Then he tried on the garment for size, fit,
comfort and other factors.
Key factors which influence the assessment of the market are :
Competitors offer lesser range of sports wear than lifestyle
In terms of consumption and sales, this segment has low sales but at high
prices per unit. Sports wear is purchased based on need, hence
infrequently.
Under private labels lifestyle has a small portion of sports wear but they
also have many shop in shops for various big sports wear brands such as
Adidas, Nike,Kappa, U.S Polo, Puma.
STEP IVCATEGORY PERFORMANCE MEASURES
This step involves setting measurable targets in terms of sales , Margins, GM Return
On Investment. These need to be established for measuring category performance.
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The sales for Sports wear when compared to the other departments such as formal &
Informal is comparatively lesser , hence the space allocated to Sports wear is
minimum.
The assortment carried by Lifestyle for Sports wear contains almost every size. The
replenishment for party wear is good and Size set S,M,L and XL are available in
almost every style. Each brand stocks a good amount of merchandise and a wide
range. Competition is high and variety is large.
STEP VCATEGORY STRATEGIES
It is the step in the category business planning process when strategies are developed
to deliver the category role and category performance targets. Strategies may relate to
marketing and product supply strategies. The strategies used here are :
1. Transaction strategy : these maybe subject to impulse purchase and increase
the average transaction in the basket or category
2. Cash generating Strategy : - uses parts of the category to generate cash flow,
has low inventory turnover.3. Excitement Creating Strategy : frequent change in products and seasonal
products where a sense of urgency is created.
STEP VI - CATEGORY TACTICS
Work towards determining optimal category pricing, promotion, assortment and shelf
management which are necessary to achieve the agreed-on role, scorecard and
strategies.
The consumer expects a wide range with all size sets in the sports category. Also
during various sports season, the consumer expects adequate stock in all size sets and
appropriate merchandise. The pricing for this range is moderate to high, the
merchandise assortment is high and shelves are well stock with a wide assortment and
almost all size sets.
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BRANDS AND CATEGORIES
Brand Sub-Category Available Sizes Avaiable
Fame Forever Tees, Tracks,
boxers,FIFA collection
M,L,XL
U.S Polo Tees, Tracks, Caps S,M,L,XL
Kappa Tees, Tracks S,M,L,XL
Nike Shorts, Tracks, chest print
tees, socks, sweatshirts
S,M,L,XL
Proline Tees, tracks M,L,XL
Adidas Tees, Sweatshits,Tracks S,M,L,Xl
Puma Chest print tees, tracks,
socks,shorts,caps
M,L,XL
Space Allocated to Sports wear20 % of Space in Mens Wear Department
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Category: Mens Wear
Sub Category: Casual wear
Step 1: Category Definition
Brands for Mens Casual Wear:
Casual (W)
Indian Terrain
Shapes
Club Hoppers
Allen Solly
Blackberry Khakis
Fame Forever
Colorplus Celio
Provogue
Zod
V Dot
Casual (K)
Benetton
Puma
Fahreinheit
Us Polo
Tantra
Proline
Adidas Tbase
Nike
Kappa
Delure
Just Natural
Neva
Berge
Karma
Men'sWear
Casual(W)
T-shirts Shorts3/4thPants
Bermudas
Casual (K)
T-shirts Lowers Shorts
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Merchandise:
T-shirt:
Polo neck t-shirts
Round neck t-shirts
V-neck t-shirts
With collars t-shirts
Stripe t-shirts
Shorts:
Knee length shorts
Thigh shorts
Plain shorts
Checks shorts
3/4th Pants:
Plain pants
Checks pants
Military pants
Bermudas:
Plain Bermudas
Strips Bermudas
Checks Bermudas
Military Bermudas
Lowers:
Plain lowers
Jogging lowers
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Sizes:
T-shirts: M, L, XL, XXL
Shorts: 30 inch- 38 inch
3/4th
Pants: 30 inch- 38inch
Bermudas: 30 inch- 42 inch
Lowers: M, L, XL, XXL
The casual wear section for men occupies a space of 500 sq ft with t-shirt displayedon the racks, shorts and 3/4
thpants were displayed on the nesting table on the right
hand side of the floor. Bermudas and lowers were displayed with the help of hangers.
Mainly the products are divided on the basis of the brands.
Casual wear are assorted on the basis of sizes. Like in t-shirt the medium and large
size are stacked at the eye level as they are the maximum selling, and they occupy
majority of the space. The rest variety of the t-shirt is stacked at the bottom of the step
rack or is displayed separately.
Step 2: Category Role
Mainly the products are divided on the basis of the brands.
The stack up area is given to each brand is almost equal. As all the brands are
recognized and mostly preferred by consumers as they see the value for money and
hence are promoted in a good manner in the area.
Thus the inventory allocation for each brand is the almost same as they occupy equal
share of the space. Thus most of the stacking is depending upon the styles which are
most preferred by the consumers like in t-shirt; round neck t-shirt and t-shirt with
collars are most preferred.
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Step 3: Category assessment
Sleepers
The Bermudas in casual wear is a slow
mover and thus there are only 2 or 3
pieces on the display. And if the
consumer demands the store places the
order.
Winners
The round neck t-shirt, collar t-shirt and shorts
give out the maximum profit and thus have a high
profit. They are promoted the most.
Questionable
The V-neck t-shirt is least preferred thus
it is at the minimal stock.
Morning Stars
The 3/4th
pants which are only preferred by
youngsters, thus they need to be promoted to
other target consumers too.
For consumers
The regular styles in casual wear are most preferred, as according to the physique of
an average Indian men and their habit of wearing regular fit and not experimenting
too much with a variety.
Step 4: Performance Measures
The categories that are classified as winners give the highest sale and highest profits.
Thus they are stacked more by the retailers on the display.
Step 5: Category Strategies
The aim of the store is to draw consumers to a premium brand of various
categories, so they can sort and purchase the product according to the needs.
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The retailers use the promotional activities concentrated towards the winners
and the highest selling sizes, thus providing them with the maximum space.
The new stock is displayed at the entrance of the section with new arrivals sothey can capture the attention.
Step 6: Category Review
The category space is larger compared to the other section. There is a lot of variety in
the color, styles and all merchandise is displayed for the consumers to catch the
attention.
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Category: Accessory
Step 1: Category Definition
Sub Category: Watches
Brands for Watches:
Espirit
Titan
Tissot
FCUK
Casio
Citizen
Fastrack
DKNY
Diesel
Accessory
Watches Sunglasses JewelryFashion
accessory
Watches
ClassicWatches
SportsWatches
TrendyWatches
DigitalWatches
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Sub Category: Sunglasses
Brands for sunglasses:
Fastrack
Ferrari
Oklay
Police
Tommy Hilfiger
Polaroid
Fossil
Calvin Klein
Guess
Ray-Ban
Sub Category: Jewelry
Brands for jewelry:
Carbon
Aspen
Estelle
Ddamas
Gili
Javeri pearls
Cygnus
Asmi
Nirvana
Nakshatra
Viola
Sub Category: Fashion Accessories
Jewelry
Ear- rings Rings Bangles Pendants Neckpieces
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Brands:
For womens:
Ginger
Toni
Jaded
For mens:
Celio
Fossil
The accessories section for both men and women occupies a large area of the store.
Fashion accessories were displayed on the walls with help of waterfall, sunglasses and
watches were displayed on the windows of the walls, jewelry was displayed on the
glass tables and belts were displayed on the gondolas.
Mainly the products are divided on the basis of the brands. Like watches, sunglasses
and jewelry have different section according to the brands.
Fashion
Accessories
Neckpieces
Earings Bangles
BraceletsBelts
Hair clips Hats Scarves
Ties
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Step 2: Category role
Mainly the products are divided on the basis of the brands.
The stack up area is given to each brand is almost equal. As all the brands are
recognized and mostly preferred by consumers as they see the value for money and
hence are promoted in a good manner in the area.
Fashion accessories were stacked up according to the new styles and trend.
Thus the inventory allocation for each brand is the almost same as they occupy equal
share of the space. Thus most of the stacking is depending upon the styles which are
most preferred by the consumers.
Step 3: Category assessment
Sleepers
The jewelry section and classic watches are slow
movers because consumers would prefer to buy
jewelry from EBO and classic watch is least
preferred by the consumers, thus there are only few
pieces were there on the display. And if the
consumer demands the store places the order.
Winners
The fashion accessory and sunglasses comes under
this category. They give out the maximum profit
and thus have a high profit. They are promoted the
most.
Questionable
The hats and scarves are least preferred thus it is at
the minimal stock.
Morning Stars
The watches come under this category as they are
only preferred by the consumers according to their
requirement, thus they need to be promoted so that
they can give some more profit.
For consumers
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The new and trendy styles in accessories are most preferred, as consumers are
becoming more and more fashion oriented. They preferred vibrant colors, trendy look
and new styles to make themselves different from others.
Step 4: Performance Measures
The categories that are classified as winners give the highest sale and highest profits.
Thus they are stacked more by the retailers on the display.
Step 5: Category Strategies
The aim of the store is to draw consumers to a premium brand of various
categories, so they can sort and purchase the product according to the needs.
The retailers use the promotional activities concentrated towards the winners
and the highest selling sizes, thus providing them with the maximum space.
The new arrival is displayed in a proper manner so that they can capture the
attention.
Step 6: Category Review
The category space is much larger compared to the other section. There is a lot of
variety in the color, styles and all merchandise is displayed for the consumers to catch
the attention.
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Category: Cosmetics
Step1: Category Definition
Brands Merchandise offered
Christian dior Make-up set(with all items)
Chanel Make-up set(with all items)
Loreal Make-up set(with all items)
Yves saint lauren Make-up set(with all items)
Lancome Make-up set (with all items), in store free
trail make-up service gift vouchers.
Clinique Make-up set(with all items)
Max-factor Make-up set(with all items)
Bourjois Make-up set(with all items)
Maybaline Make-up set(with all items)
Ponds Make-up set(with all items)
Kaya skin clinic Make-up set(with all items)
Lakme Make-up set(with all items)
Revlon Make-up set(with all items)
The cosmetic section occupies a space of 900sq ft with cosmetics displayed on the
shelves and glass displays. All the brands are having their individual kiosk type of
demarcation and with their individual sales attendants.
Mainly the space is allotted to them on the basis of their requirement. For example
Lancome was offering a free service of the make-up and some orientation towards
their products. Also they were offering the gift vouchers for the customers of Rs.1000
discount for any purchase.
Step 2: Category role
Mainly the space is divided according to the brands. Each brand is has its own style of
display of their assortment. They are assorted on the basis of prominence of usage in
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the makeup. Like the trail kit is displayed in the middle of the floor beside the chair of
the customer. Along with that the products that are easily accessible to the customer
are of cheaper prices and those of higher ends are displayed either in the catalogues or
the glass shelves.
Step 3:Category assessment
Sleepers
The complete make-up kits are slow movers.
Winners
The anti ageing products for the makeup are
promoted the most.
Questionable
The extra glossy make-up products are a bit
questionable.
Opportunities
These are the party make-up products which
are not used daily or frequently.
Step 4: Performance measures
The categories that are classified as winners give the highest sale and highest profits.
Thus they are displayed more and the free trails given are also for those products.
Therefore they are stacked in more quantities.
Step 5: Category strategies
The aim of the store is to draw consumers to a premium brand of various categories,
so they can sort and purchase the product according to the needs and also the
demands.
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The retailers use the promotional activities concentrated towards the winners and the
highest selling sizes, thus providing them with the maximum space.
The lip gloss and foundation products are the products that are sometimes purchased
on impulse. Thus the new stock is displayed at the entrance of the section with new
arrivals so they can capture the attention.
Step 6: Category review
The category space is almost uniform for all the brands with their own strategic
displays. There is a lot of variety in their approach towards the customer and every
merchandise is displayed for the consumers to catch the attention.
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Category: Lingerie
Step 1: Category Definition
Womens Category: Lingerie
CLASSIFICATIONS MERCHANDISE BRANDS SIZE
Bra Classic Enamor 30,32,34,36,38,4042,44 (in centimeters)Sports Triumph
Padded Bewitch
T-shirt smooth bras Strings
Reveal bra Amante
Low neckline
Enhance
lift bras
Support bras
Panty Thongs Jockey S,M,L,XL, XXLG- string Lovable
T backs Adira
Classic bikini Jus
High cut brief Amante
Nightwear (for
chemise style)
One piece Strings S, M,L,XL
Ballon hands Sweet dreams
Deep neck
(for robes) 3/4
th
hand M,LFullsleeves
MEN WOMEN
LINGERIE
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Pyjama and top.
For spagethi
Tank tops
The lingerie section for women occupies a space of 400 sq ft with bras displayed on
the wall, and the panties and nightwear in the middle of the floor.
The total area 400 sq feet. The area of the store 4000 sq feet. The area of womens
section 2000 sq feet.
Therefore the ratio of lingerie space with women space = 400/2000= 1:5
Mainly the products are divided on the basis of the brands.
Like for example the bras start with classic, pads and followed by enhance and lift.
They are assorted on the basis of sizes. Like the 32 and 34 are stacked at the eye level
as they are the maximum selling, And they occupy majority of the space. The rest
variety of the bras is stacked at the bottom of the step rack or is displayed separately.
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Step 2: Category Role
Mainly the products are divided on the basis of the brands.
Like for example the bras start with classic, pads and followed by enhance and lift.
They are assorted on the basis of sizes. Like the 32 and 34 are stacked at the eye level
as they are the maximum selling. The largest stack up area is given to the enamor
brand as it is recognized and most preferred as consumers see it as the value for
money and are hence are promoted extensively in the area.
Thus the inventory allocation for enamor is the most as they occupy majority of the
space. The rest variety of the bras is stacked at the bottom of the step rack or is
displayed separately.
Thus most of the stacking done is classic, sports and padded as they are the most
preferred.
Step 3: Category Assessment
Sleepers
The full sleeve robe is a slow mover and
thus there are only 1 or 2 pieces on the
display. And if the consumer demands
the store places the order.
Winners
The classic in both bras and panties along
with nightwear give out the maximum
profit and thus have a high profit. They
are promoted the most.
Questionable
The G string and the thongs are least
preferred thus they are at the minimal
Opportunities
These are the styles which are reveal,
low, enhance, lift in bras and G string and
thongs which are only preferred by newly
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stock. married, young couple, thus they need to
be promoted to other target consumers
too.
For consumers
The classic and the sport category of size 32 , 34 is the most preferred ones, as
according to the physique of an average Indian women and their habit of wearing
classic and not experimenting too much with a variety.
Step 4: Performance Measures
The categories that are classified as winners give the highest sale and highest profits.
Thus they are stacked more by the retailers on the display.
Step 5: Category strategies
The aim of the store is to draw consumers to a premium brand of various category, so
they can sort and purchase the product according to the needs.
The retailers use the promotional activities concentrated towards the winners and the
highest selling sizes, thus providing them with the maximum space.
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The nightwear is the products are the products that are sometimes purchased on
impulse. Thus the new stock is displayed at the entrance of the section with new
arrivals so they can capture the attention.
Step 6: Category Review
The category space is larger compared to the mens section. There is a lot of variety in
the color, styles and all merchandise is displayed for the consumers to catch the
attention.
The section of women is at the ground floor, thus the center of attraction for the mall
is the womens items. The lingerie is located in the middle, where it is given
importance and women could easily navigate the place to locate that section. It is also
designed and displayed it in such a way that a women can freely shop through that
place and it is not open on the mall for everyone to see.
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Sub Category: Mens lingerie
Step 1: Category Definition
CLASSIFICATIONS MERCHANDISE BRANDS SIZE
Brief Brief Jockey S, L and XL
Boxer brief Calvin Klein
Midway brief Chromozome
trunk Tth-ug
Funky brief Levis
Bikini brief Sweet dreams
Forca
Boxer Essential Jockey
Boxer short classic Calvin Klein
Slim fit wovenCotton knit
Vest Fashion vest Jockey
Square mens vest
Tshirts L, XL
The mens lingerie is just stacked and is open for everyone to see.
The are space given for that category is 200 square feet which is half of what is givento the womens section, as they believe lingerie section is not something fancy for the
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men. The category for them is just the utility factor. Thus they are just stacked in the
racks and there are very fewer brands.
The brands are the recognized ones, with fewer designs and styles. Most of them
resemble sports type innerwear.
Thus the ratio of the lingerie compared to the entire floor is 200:2000= 1:10
Step 2:
The category is allotted not on the basis of the brands but on the basis of the sizes.
The most stacked are the jockey and calvin klein as they are most preferred. But the
brands are mixed according to the sizes. Most of the sizes are s and l on the nesting
tables.
Most of the nesting table is stacked with size s and l as they are the most preferred.
Only one side of one of the nesting table is staked with xl.
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Step 3:
Sleepers
The bikini brief is the slow mover. It has
to be promoted more and is available in
very few variety.
Winners
The classic and funky brief from jockey
and calvin klein are the most preferred
ones. They are displayed at the eye level
wherein the consumers can locate them
easily.
Questionable
The trunk, the short classic boxer and the
slim fit boxers are questionable as Indian
consumers look for comfort and slim fit
is fancy so they are not that preferred.
Opportunities
There is a lot of opportunity for the vest
and the stylish vest to be promoted as
consumers are becoming more luxury
oriented.
For consumers
The classic and the sport category of size s and l is the most preferred ones. The size
m was absent and then there is size xl. The Indian male consumers do not like
experimenting and most of the preferred are the sports one as they are they are
associated with a macho look.
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Step 4: Performance Measures
The categories that are classified as winners give the highest sale and highest profits.
Thus they are stacked more by the retailers on the display. The brand jockey and
calvin klein are displayed and stacked the most. There are separate helpers just to sell
those brands according to their sizes.
Step 5: Category Strategies
The nightwear is not there as such, and no pyjamas too. Just boxers are there which
men generally compare with the t-shirts.
Manly they are categorized on the basis of their size and not the brands as compared
to the womens section. A huge chunk of the space is allocated to the size s and l.
The nightwear is the products are the products are absent as the Indian consumers
only prefer the t-shirts and boxers while sleeping.
Forca is a private label and is promoted more as it could generate higher bill.
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Step 6: Category review
The category space is compared to the mens section is smaller and displayed openly.
They are categorized on the basis of the sizes.
The section is just at the centre besides the sportswear department as according to the
lifestyle the sportswear and the innerwear go in the same consumer basket.
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Category: Denims
Sub Category: Womens Jeans
Step1: Category Definition
CLASSIFICATIONS MERCHANDISE BRANDS SIZE
Jeans Slim fit jeans Lee (according to the
waist)
waist size 26 to 34.
Straight jeans Pepe
quadra Levi
Curvy leecooper
Skinny kraus
Low rise signature
3/4th
jeans Straight levis
flared
Knee length
Shorts Extreme short
Above the knee length
The womens jeans sections occupy the major section in the store.
The total space allocated to the jeans category is 600 square feet It is placed in the
mid section.
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Thus the ratio is 600:2000= 3:10
Category role
The jeans are staked on the steps and are folded. They are stacked according to their
sizes and colour and are folded.
To easily draw attention to the 3/4th
denims, they are hanged in extreme colours.
The shorts and and the new arrival, designer denims are placed individually in the
nesting tables, so the product is the celebrity.
They are allocated on the basis of sizes and colour. The light blue which is the most
preferred and for which the consumers mainly come to purchase they are at the eye
level of the consumers.
The darker ones are placed on the top of the eye level and the white ones or the lighter
ones are at the bottom rack.
Sleepers
Knee length, and flared are the most slow
moving and in the need to be promoted
most.
Winners
The slim fit, skinny, low rise are the most
referred.
Questionable
Quadra are preferred only occasionally as
they are heavier and usually during
summer consumers do not prefer these
products.
Opportunities
There is scope for the designer products
and they are placed separately to draw
attention. They can generate larger bill.
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For consumers
The blue jeans are the most sold one, the most bill generated ones. The straight, slim
are the most preferred.
Step 4
Performance measures
The categories that are classified as winners give the highest sale and highest profits.
Thus they are stacked more by the retailers on the display.
The designer brands are stacked separately as they generate the huge bill.
Step 5
Category strategies
The end of the store space is allocated to the ethnic garments as they are the most
preferred the consumers come to buy those products. And the casuals and denims are
placed at the start, and the mid section as the retailer wants consumers to pass through
these sections and make impulse purchases.
The consumer can easily navigate according to the size and the colour of their
preference.
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The knee length and the shorts are hung in such a way like they could be easily
noticed.
Category review
The jeans is the most essential category section of the womens apparel department.
They generate the largest bill for the retailer. They are categorized and displayed
brand-wise but are essentially separately sizes and colour wise.
Mens jeans
CLASSIFICATIONS MERCHANDISE BRANDS SIZE
Jeans Slim fit Levis (according to the
waist)
waist size 28 to 36.
Regular fit Wrangler
Straight leg Pepe
Mild tapered Flying Machine
Midrise Killer
Low rise Lee cooper
Forca
Spykar
The mens jeans sections occupy the major section in the store.
The total space allocated to the jeans category is 900 square feet It is placed in the
mid section.
Thus the ratio is 900:2000= 9:20
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Category role
The jeans are stacked on the basis of the sizes and colours.
The size 30 and 32 are the fast moving and thus are located at the eye level whereas
the other sizes are located at the bottom or at the top.
There are only jeans stacked and no 3/4th
and the shorts as they have negligible sales
in the market.
There are no designer wear as such as male consumers do not look for designs in the
jeans but at a separate step wall, the higher priced denims are displayed.
The Indian male consumers do not like to experimenting with the colour and the most
preferred are the darker jeans. The only light colour present is the blue and apart from
that there are no other lighter colours for variety.
Sleepers
The size 26 is the slow moving. Thus
they are stacked very few.
Winners
The regular fit, straight fit, actually all the
styles are preferred but the bill generation
is competed at which brand. The most
preferred is the levis, flying machine.
Questionable
The brand killer. And the midrise is not
that generally well accepted as consumers
Opportunities
The brand forca which is the private label
of the store needs to be promoted more.
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go with the most preferred brands of levis
and flying machine.
They are stacked less till it becomes
recognized and preferred.
For consumers
The darker jeans with the size 30 and 32 are the most preferred.
Step 4
Performance measures
The categories that are classified as winners give the highest sale and highest profits.
Thus they are stacked more by the retailers on the display.
Levis and flying machine are the most preferred.
Step 5
Category strategies
The denims are allocated at the end of the store, as the Indian male consumers mainly
come to the store to purchase the jeans, and thus the retailer wants the consumer to
pass through a lot of categories on the way.
The denims section is the largest space allocated in the entire mens department.
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They have mixed the private label with the most sold label ones, as the base of
allocation so as to not alienate the private labels.
Category review
The jeans is the most essential category section of the mens apparel department.
Indian male consumers come to lifestyle mainly with an intention to purchase jeans.
Thus the maximum space allocation is done to the denim category.
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Kidswear
CLOTHING CATEGORY:
CLASSIFICATIONS MERCHANDISE BRANDS AGE CATEGORY
Basic boys outerwear Jeans, t-shirts, jackets. Forea 9 to 16 yrs.
Raff 4 tp 14 yrs.
Basic girls outerwear Jeans, t-shirts, skirts Peppermint 1 to 14 yrs
Barbie 2 to 12 yrs.
Ginger 9 to 16 yrs.
Infants wear Two pieces, coats, Juniors 0 to 8 yrs
Sweates, tops with
caps.
Disney license 2 to 12 yrs
Kappa 4 to 12 yrs
Unisex Jeans, skirts,tops, Gini and jony 6 mts to 14 yrs
Shirts, bellbottoms, Levis 6yrs to 16yrs
Slim fit jeans, UCB 6mts to 12 yrs
Loose fit jeans Drop 1yrs to 14 yrs
medium fit jeans Weekender 2yrs to 12yrs
Lilliput 6mts to 12yrs
BOYS GIRLS
BABYSHOP
clothes accessoriestoys stationery
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Zapp 3yrs to 16yrs
Bossoni 2yrs to 12yrs
Sleepwear One piece,two piece Disney 2 to 12 yrs
Drop 1yr to 14 yrsSwimwear Two piece Lobster 4yrs to 16yrs
Hotwheel 4yrs to 16yrs
Party wear Frocks and jackets. Juniors 3 to 8 yrs
Kappa 6yrs to 12 yrs
Ethnic wear Punjabi dress, long
skirt and top, kurtas
Viola 6mts to 12 yrs.
Kindi 6mts to 12 yrs.
Basil Leaf 6mts to 12 yrs.
VARIETY IN OTHER MERCHANDISE
TOYS STATIONERY ACCESSORIES NURSERY
Guns Bags Bracelet Cribs
Bows and Arrows Tiffin boxes Caps Cradles
Cars Pens, pencils Glasses Stroller
Dolls, barbies Chains Buggy
Kitchen set, doctor set Belts Cycles
Sand toys Hair bands Car seat
Video games Hairpins Bath tub
Outdoor games Potty seat
Indoor games Bedding
Blocks Table and chair
Walker
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CATEGORY ASSORTMENT
STRATEGY:
a. Target audience: To differentiate itself in a busy marketplace, BabyCenter has
focused on a subset of childcare informationpreconception through the toddler
years.
b. To manage the critical relationship between content and sales.
The site's content and community-building features have successfully created the
customer base to which BabyCenter can market its products.
POSITIONING AND PROMOTIONS:
Positioning happens through promotions and advertisements.
Bulletin boards and chat sessions provide an important point of connection between
parents and experts.
Category
BOYS
CLOTHES ACCESSORIES
GIRLS
CLOTHES ACCESSORIES
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Personalized e-mail newsletters provide information tailored to the appropriate stage
of pregnancy or child development.
There is a creative initiative which is called Shopby lifestyle: The most creative of
the techniques, Shop by Lifestyle groups products according to lifestyle needs. "On
the Go Baby" emphasizes travel gear. "Adventure Baby" emphasizes items that
enable parents and infants to enjoy the great outdoors together. "Nature Baby"
emphasizes all-natural and organic products.
In addition to its sorting mechanisms, BabyCenter uses many of the merchandising
techniques that other e-retailers have found effective. Visitors can opt to view best-
selling items in popular product categories, or shop the special list of products named
by parents as the Best of Breed.
When visitors register for BabyCenter membership with an e-mail address and their
baby's due date or date of birth, BabyCenter responds by providing targeted e-mail
information on sales and special products appropriate for their stage of parenthood.
Category space allocation
The layout of a store is the plan that allocates a specific location and amount of soace
to each of the merchandise departments as well as to each of non-selling areas.
In deciding on the location and size for both selling and non-selling areas the store
image, customer preference layouts of competing store and stock capacity are some of
the important factors that should be taken into consideration.
The babyshop store is full of energy and enthusiasm. Its all filled with bright colours.
The area is arong 1500 square feet. The flooring and the lighting is effectively good.
The store has not been divided in terms of gender but in terms of brands.
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Each baby brad has been provided with a particular section for a particular category.
The location of the babyshop is such that it will attract maximum pull. The shop is
situated at Oasis mall which is at a city centre. The babyshop is situated bang in front
of the elevator at the entrance onto the first floor.
The display at the point of sale is important which is at the actual spot where the
goods are sold. The display is very clean as the babyshop is divided into games, then
nursery , clothes and accessories separately. The vignette in the store is the display of
the pictures of the kids and mannequins wearing the bathing robes at the swimming
section which is actually a pull for the consumers.
The babyshop is divided into 2 divisions vertically and 7 subdivisions horizontally,
A. the first vertical section of the store mainly has 3 subdivisions;
The first 2 subdivisions in the section 1 has been allotted to baby gaming product, for
both boys and girls. There are products like indoor games, outdoor games, blocks.
Video games, soft toys.
Policy: The children have become the new consumers. The marketers target them as
the new age kids make their own buying decisions. They pull their parents to a store
and ask them to buy their own goods.
So in a babyshop the first attraction when a child enters lifestyle or a mall would be
the games.
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The child can even play with the games and are not restricted to just see and pass by.
Thus when kids see the other kids playing the games even they are tempted to go their
and play.
B. Also present on the side display if the layout is the maternity products. They
cover the subdivision 1 and 2.
Policy: The Indian woman generally tends to ignore her wants before the kids. So the
obvious display reminds her to buy the product. So if the mom comes out to look for
her kids merchandise she doesnt have to go that extra mile to look for her own needs.
C. The section 3 is allotted to the nursery section entirely devoted to the infants
and their care. And baby beauty products like baby body wash, baby bathing oil, baby
hair cream and shampoos, baby powder and diapers.
The reputed brands who stock here are pigeon, Johnson and Johnson and
disnep. The price range are from Rs. 599.
D. The second subdivision, section 4 5 and 6 have been allotted to apparel and
accessories. The section 4 is dominant with four brands disnep, junior, kappa, basil
leaf. The most dominant merchandise here are for the boys.
E. The 5th section is devoted to girls merchandise mainly bossonni, bling, junior,
peppermint, liliput and zap.
F. The 6th section is dominant with gini and jony, drop.
They have their private label called ginger baby too.
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G. The trial room is attached to the 6th section. There is only one trial room in the
store.
H. The 7th subdivision which is a part overlapping 1st and the 6th section is
completely devoted to Barbie brand. There are Barbie dolls, and indoor games like
kitchen-kitchen, house-house. A consumer can view this subdivision from the
entrance, so this is to trigger the girls instinct.