fashion retail merchandising
DESCRIPTION
Study of store Attribute of Esprit, Blackberry and U.S.Polo.TRANSCRIPT
FASHION RETAIL ASSIGNMENT
STORE ATTRIBUTES
Submitted to:-Ms. Jagriti Mishra
Submitted by:-Jasleen Sardar
Store Profile Name of the Store
U.S. POLO ASSN.
Head office Bangalore
No of outlets 50 – India3 – Ahmedabad
Retail Format Company owned
Product clothing for men, women and children, as well as accessories, luggage, watches, shoes, home furnishings.
Store Manager Ms. Forum Patel
Store Address Shop No 11/12, Alpha One Mall, Ground Floor, Near Vastrapur Lake, Vastrapur, Ahmedabad - 380015
Company historyO U.S. Polo Assn. brand products are
authentic and officially sanctioned by the United States Polo Association, the governing body for the sport of polo in the United States since 1890.
O Today, products are sold in over 135 countries at independent retail stores, department stores and U.S. Polo Assn. brand stores.
O USPA Properties, Inc. is the steward of the Association’s trademarks and logos worldwide, with licensees in the U.S. and Canada, Mexico, the Caribbean, Central and South America, Asia, China, Europe, Scandinavia, Russia, and the Middle East.
STORE ATTRIBUTES
Personnel:-5 people working in the outlet1 – manager3 – Helpers1 – store keeper Selection Criteria :-On the basis of work experience and
communication skills Training :-2 Days
VARIETY & QUALITY OF THE PRODUCT:- The product in the store include apparels and accessories for men , women and kids. Mostly made out of COTTON.
STORE LAYOUT
VM
Display on wallsTrial roomsstore
Display on walls
receptionracks
rounder
VM (display)
Seating area
Store charactertics of location
The temperature of the store is maintained at an appropriate level depending upon the climate and weather outside.
The store interiors is all made up with photographs of us polo assn generating the true value of the brand.
The outlet is situated in the middle of the mall besides the other premium brands. It has only 3 stand alone stores in Ahmedabad.
Service dimension Services provided:-1. Home – delivery2. Phone ordering3. Parking – mall 4. Alteration facilities5. Loyalty cards -no 6. Membership:- no7. Return policy – 1 month8. Ease of payment - cash , credit
cards , debit cards9. Gift vouchers
Visual merchandising The visual merchandising is decided
from Head Office at Bangalore. They change the VM every 15 days. The VM theme is always on the
bases of 2 seasons collection. The VM is generally done with
mannequins and appropriately all the polo accessories.
There are no signage except the brand logo at the entrance.
Atmospherics It’s a very well lighted store with
scintillating white lights.
US Polo assn does not follow a color story but the store interiors are made up of the wallpapers of the us polo club and wooden accessories.
The music is mostly English songs as its an American brand and is decided by Head Office.
There is seating area in the store near the reception or payment desk.
Trial rooms
There are 3 trial rooms in the outlet.
Retail mixO Communication strategy :- sales promotion offernewspaper advertising
O Target customer:-It targets men and women – upper
middle class and for 25-45 years of customer.
O Online purchasing:-www.uspoloassn.com
Product line
US POLOCLOTHING
MEN
TSHIRTSRs. 900-6000
BOTTOMrs.1600-
4000
WOMEN
UPPERrs.800-2000
BOTTOMrs.2800-
3500
Store Profile Name of the Store
Blackberrys
Head office Gurgaon
No of outlets 125- India3 - Ahmedabad
Retail Format Company owned
Product Formals
Store Manager Mr. Deepak kumar
Store Address Alpha One Mall, Vastrapur Shop No Gf-36,Vastrapur, Ahmedabad, Gujarat - 380001
Company history Established in 1991 Blackberrys is one of the
leading formal wear brands in India. Identifying a potential in branded structured clothing for the changing needs of the Indian male.
Blackberrys is equipped with the latest technology of manufacturing in 3 factories.The 22000 sq. ft plant has been specially designed for the manufacturing of suits and jackets produce 1000 units per day and 1200 formal trousers and 1500 casual trousers per day.
Today Blackberrys can be accessed across India through about 900 plus retail outlets, 125 company owned showroom and all large format stores like shoppers stop, lifestyle etc.
STORE ATTRIBUTES Personnel:-6 people working in the outlet1 – manager3 – Helpers1 - tailor1 – store keeper Selection Criteria :-On the basis of work experience and graduation. Training :-1 week Days
VARIETY & QUALITY OF THE PRODUCT:- The product in the store include trousers, suites and jackets and gradually completed the wardrobe look with shirts, and accessories.Made up of cotton, wool, Giza cotton.
STORE LAYOUT
Service dimension Services provided:-1. Home – delivery2. Phone ordering3. Parking – mall 4. Alteration facilities5. Membership:- Silver – purchase of rs.
5000 Gold – purchase of rs. 12000
Platinum- purchase of rs. 25000
7. Return policy – 7 days8. Ease of payment - cash , credit cards ,
debit cards9. Gift vouchers
Visual merchandising The visual merchandising is decided
from Head Office at Gurgaon. They change the VM every day. The VM theme is always on the bases
of 2 seasons collection. The VM is generally done with
mannequins and background poster of latest collection.
There are no signage except the brand logo at the entrance.
Atmospherics It’s a very well lighted store with
scintillating white lights.
Blackberrys as said is a basically formal apparel brand which particularly has color story of black and white..
The music is fusion in nature and decided by the store manager.
As the outlet is very spacious two sections are givne for seating area in outlet.
Trial rooms
There are three trial rooms in the outlet.
Other features
Retail mix
Store Profile
Name of the Store
Esprit
Head Office Bangalore
No of outlets 24 – India (13 cities)2 – Ahmedabad
Retail Format Company owned
Product Merchandise & accessories for men & women
Store Manager Mr. Karan Chauhan
Store Address Iscon Mega Mall, No.152 & 152 A, Upper Ground Floor, Sarkhej-Gandhinagar Highway, Ahmedabad
Company history
Esprit was founded in 1968 in San Francisco, USA. Esprit operates more than 800 directly managed retail stores worldwide and has a presence in more than 40 countries.Esprit is listed on the Hong Kong Stock Exchange since 1993.This international brand entered the Indian retail market via a distribution agreement with Madura Fashion & Lifestyle in October 2005. With the launch of its flagship store in Mumbai .Now present in 13 cities in India,.
STORE ATTRIBUTES Personnel:-4 people working in the outlet1 – manager2 – Helpers1 – store keeper Selection Criteria :-On the basis of qualification(Graduation) Training :-3 - 4 Days
VARIETY & QUALITY OF THE PRODUCT:- The product in the store include apparels, woolens and accessories for both men and women. Mostly made out of COTTON and LYCRA
STORE LAYOUT
VM
VM
reception
displayDisplay merch.
(boys)
Trial rooms
Accdis.
Display on walls and hanging (girls)
tablesmerchandis
edispla
y
Store charactertics of location
The temperature of the store is maintained at an appropriate level depending upon the climate and weather outside.
The store is spacious creating the feel of less-crowded store and display of merchandise makes it easy to a look at them.
Any ESPRIT store or outlet is always located at the left side of the entrance of the mall giving it a beneficial edge to have more walk-ins.
Service dimension Services provided:-1. Home – delivery2. Phone ordering3. Parking – mall 4. Alteration facilities5. Loyalty cards - after every purchase6. Membership:-Rs. 25,000=platinum Rs. 1,00,000=
solitaire7. Return policy – 15 days8. Ease of payment - cash , credit
cards , debit cards9. Gift vouchers
Visual merchandising The visual merchandising is decided
from Head Office at Bangalore which is updated every 15 – 20 days.
They change the VM every seven days. The VM mostly have mannequins in
display but no background. There are no signage except the brand
logo at the entrance. There are 2 brand logo which are
usually displayed in the store.
Atmospherics Lights are bit yellowish in color creating a
bright effect.
ESPRIT follows a color story of RED in its logo and the store interior in grey and white.
The music is mostly English songs as its an American brand and is decided by Head Office.
No seating area particularly in the store except 2 chairs near the trial room.
Trial - rooms
There are two trial rooms in the store outlet.
Retail mixOCommunication strategy :- sales promotion offernewspaper advertisingBirthday discountsOTarget customer:-Brand ESPRIT – 20 – 35 years
(male and female)Brand edc – 15-20 years girlsOOnline purchasingwww.esprit.com
Product line
ESPRITCLOTHING
MEN
UPPER rs. 899 - 3000
BOTTOMrs.2999-6000
WOMEN
UPPERrs.899-3000
BOTTOMrs.2999-
6000
Product line
ESPRITACCESORIE
S
WATCHESRs. 3500 – 30,000
BAGS AND BELTS
Rs. 1290 - 5000