LIFESTYLE INTERNATIONAL PVT LTD, GHATKOPAR

ABOUT LIFESTYLE:
Lifestyle International Pvt Ltd which is a part of the prestigious Dubai based Landmark Group is an international fashion retail store. It started its operations in India with the launch of the first Lifestyle store in Chennai in 1999. Over the time, Lifestyle has established itself amongst the leading retail companies in India. Positioned as a youthful, stylish and a vibrant brand, Lifestyle Departmental stores 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, Beauty & Fashion Accessories - offering a convenience of a one-stop shop and a wide choice of national & international brands. In keeping with the Group's tradition of making every shopping experience more rewarding and memorable, The Inner Circle, Landmark Group's loyalty programme allows members to enjoy exclusive benefits and privileges such as reward points and exciting offers. Over the years, it has emerged as one of the leading retail stores in India also. It has presence in almost all major cities in India. As of now, it has a total of 33 retail stores with a retail space of 2.5 million sq ft.

STORE LAYOUT OF LIFESTYLE:

Lifestyle, Ghatkopar has three floors: Ground, First and Second. The basic structure ie, products kept at the entrance and each floor remains more or less the same in all lifestyle stores. The layout of each floor, items kept in each floor and prominient brands are as follows:

GROUND FLOOR:

The ground floor of Lifestle, Ghatkopar is generally designed for ladies and children. The entrance point and exit point for the customers in the store is same. At the entrance of the store, two security guards can be seen standing: one to the left and the other to the right. One is for security check while entering the store and the other to check the bill while exiting the store. To the right hand side, there is a baggage counter. To the left, it has the section called LIFESTYLE CONCEPT which is in L shape. Beauty and Fashion is a part of the same. The Lifestyle Concept consists of watches, perfumes, deodorants, cosmetics, sunglasses and accessories, generally for women. This is also what can be seen at the entrance of the store, ie, cosmetics. It is visible at the entrance because this floor is generally designed for ladies and kids. And since, the female, especially, the young female are one of the major target customers and comprises for a major foot-fall for this floor, ladies cosmetics are visible there to attract them to the store.

So the lifestyle concept starts with perfumes and deodorants, to the left. Some of the major brands available for perfumes and deodorants are Spinz, Axe, Gucci, Valentino, etc. Moving forward, they have kept sunglasses and some of the major brands here are Ray Ban, Tommy Hilfiger, Sprit, Guess, FCUK etc. Followed by sunglasses are cosmetics and make ups for ladies including cosmetics like glosses, eyeliners, lipsticks, make up kits etc. Major Brands here are Revlon, Loreal, Maybelline, Lakme etc. After this they have watches and the major brands here are DKNY, Fast track, Citizen, Casio, Tommy Hilfiger etc. Opposite to this, there are accessories for women including necklaces and other accessories. Tanishq, Ddamas, Asmi, Nirvana etc are major brand here. All these products are the products which can be seen at the entrance and this forms Lifestyle Concept. Moving forward after lifestyle concept, a partition of left and right can be seen. To the left, two major sections can be seen: Ladies Appareal and Kids Wear. Further, Ladies Wear has been divided into three categories: Denim Wear, Western Wear and Salwaar, Kameez and Dupatta. Among these, first is Denim Wear which includes jeans, jackets etc for ladies and some of the major brands here are Denizen, Lee, Pepe Jeans etc. After that, comes Western Wear which includes formal shirts, trousers tops etc for women. Some of the major brand in this category are Code, Allen Solly, Van Huesen etc. After this, comes salwar, kameez and duppata and some of the major brands here are Global Desi, Max, BIBA etc. Opposite to this, ie, to the right, there is Ladies Ethnic Wear which comprises of traditional or occasional dresses and the major brand here is Paaneri. Between Salwar, Kameez and Duppata section and Ethnic wear, an escalator is designed to go to upstairs. This may be designed in the middle of the floor because if customers dont wish to proceed further for kids wear, then directly they can move to upstairs from here without going till the end to get an elevator. Also, it is to be noted that in almost all Lifestyle stores, lifts are designed at the middle of the floor. Moving forward, in the left, after ladies appreal section, Kids wear section is designed which consists of all kinds of dresses for kids as well as infants. Some of the major brand here are Gini And Jony, Peppermint, Levis Kids, Barbie, Disney etc. Opposite to that, to the right, there is Toys section for kids and it includes toys and games for kids like stuff toys, Barbie Dolls, Car and Bike games, Monopoly, Snake and Ladder, Uno, Ludo, Carrom etc. Between both these sections, they have kept dummies of dresses for children. It is to be noted that in each and every section of ladies dresses as well as kids wear, there are three trial rooms at the corner of each section.ie, three trial rooms for denim wear, three for western wear etc. After this, towards the end, there is cash counter which has four desks. These counters are at the left hand side towards the end of the floor, for making payments after shopping from the whole floor. Unlike big bazaar or any other such hyper store, there are no products kept in the rack placed next to the counter while waiting at queue for payment. Instead, this rack is kept empty to keep back our carrying bags which were used while shopping, after products are billed. Towards the mid at the end of the floor, there is an elevator. And towards the right end at the end of the floor, there is a staff exit. This elevator is designed at the mid in the end, not only so that customers can be reminded that they can go for shopping on the next level as soon as shopping and billing is completed at this level, but also as it becomes easy for the staff to load

and unload goods and carry it to the upper floors as and when stock is delivered as elevator is near to staff exit, outside of which trucks may come daily to load and unload goods. This was how the layout is designed in the ground floor in Lifestle, Ghatkopar. Though all major brands in each category have been discussed above, the following diagram will give a quick synopsis of the products available on the ground floor and also the major brands available in each category.

Brands and products Offered by Lifestyle in Ground Floor.