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COMPANY PROFILE

The Renaissance Apparels was set up with the pioneering effort of the Lalbhai brothers in 1931. With the best of technology and business acumen, Renaissance has become a true Indian multinational, having chosen to invest strategically, where demand has been high and quality required has been superlative. Today, The Renaissance Apparels Limited is the flagship company of Rs.20 billion (US$ 600 million) Lalbhai Group. Renaissance Apparels has set the pace for changing global customer demands for textiles and has focused its attention on select core products. Such a focus has enabled the company to play a dominant role in the global textile arena. With its presence across the textile value chain, the company endeavors to be a one-stop shop for leading garment brands.

Forevision and Technology has brought Renaissance to be one of the top three producers of Denim in the world, and on its way becoming the Global Textile Conglomerate. Renaissance is already making its presence felt in Shirtings, Knits and Khakhis fabrics apart from being all set to create ripples in the ready to wear Garments world over. LAL BHAI GROUP TEXTILES /YARNS /GARMENTS The Renaissance Apparels limited The Renaissance products limited Renaissance brands limited

Renaissance brands limited is further divided into : Renaissance fashions limited Renaissance clothing limited

Others: Atul limited Amol dicalite limited Anup engineering limited

RENAISSANCE APPARELS LIMITED The Renaissance Apparels was set up with the pioneering effort of the Lalbhai brothers in 1931. With the best of technology and business acumen, Renaissance has become a true Indian multinational, having chosen to invest strategically, where demand has been high and quality required has been superlative. Today, The Renaissance Apparels Limited is the flagship company of Rs.20 billion (US$ 500 million) Lalbhai Group.

Renaissance Apparels has set the pace for changing global customer demands for textiles and has focused its attention on select core products. Such a focus has enabled the company to play a dominant role in the global textile arena. With its presence across the textile value chain, the company endeavors to be a one-stop shop for leading garment brands.

Forevision and Technology has brought Renaissance to be one of the top three producers of Denim in the world, and on its way becoming the Global Textile Conglomerate. Renaissance is already making its presence felt in Shirtings, Knits and Khakis fabrics apart from being all set to create ripples in the ready to wear Garments world over.

RENAISSANCE PRODUCTS LIMITED The company is a subsidiary of The Renaissance Apparels Limited. The principal business segments of the company include manufacturing and marketing of Voiles fabrics, Bottomweight fabric (khakis) and Yarn. The company operates through its

divisions viz: Renaissance Intex (with both ring and open end yarn manufacturing under one roof), Renaissance Cotspin (manufacturing 100% cotton yarn and double yarn in a wide range of counts and varieties) and Ankur Textiles (manufacturing of Voiles) RENAISSANCE BRANDS LIMITED Renaissance Brands, a group company, manages various brands owned by Renaissance. These include Flying Machine, Newport and Ruf & Tuf in Jeans and Excalibur in Shirts. This company services entire Domestic market in India apart from exports in the neighboring countries. ATUL LIMITED The Rs.600 crore Atul Products, set up in 1947, is one of the Asia's largest and greenest chemical complexes. The company has grown to become India's largest dyestuffs manufacturer, making and marketing over 250 varieties of chemical and intermediates, from basic commodity chemicals to specialty intermediate required for the agrochemical, defense, dyestuff, leather, paper, pharmaceutical and textile industries. Atul exports to more than 50 countries. AMOL DICALITE LIMITED A group company with the business ranging from Textile clothing to Filter Aids to Perlite Products.

ANUP ENGINEERING LIMITED It is one of the leading Engineering companies engaged in manufacturing process equipment for Chemicals, Refineries, Petrochemicals, Pharmaceuticals, Fertilizers, Drugs and Allied Industries. The company is equipped with Laboratory to carry out various destructive and non-destructive tests apart from an independent quality control department. The company undertakes design and manufacture of equipments to meet the requirements of national and international codes such as ASME, BS-5500, TEMA,

EJMA, IBR, IS2825 etc for design, manufacturing and testing apart from any other specific quality requirements specified by the customer. Equipment and components are manufactured out of carbon steel, stainless steel, monel, inconel, cupronickle, aluminum alloys, clad sheets, querched and tempered steels, etc.

RENAISSANCE BRAND LIMITED


The Group Company : Renaissance Apparels Limited

Renaissance Brands Limited is a member of the Lalbhai Group which owns Renaissance Apparels Limited. Renaissance Apparels today is a US$ 600 million company and is the world second largest denim manufacturer. The group was founded in 1931 and its core business is textiles and apparel.

Manufacture and Marketing of Apparel

Renaissance Brands Limited manufactures, brands, markets, distributes and retails garments in India, Nepal, Bangladesh, Sri Lanka and the Middle East. It has a portfolio of eight brands which includes four international brands. Premium Brand

Arrow

: Under license from Phillipe Van Heusan, USA

The above brand caters to the premium end of the market.

Mass Brands Besides the above Renaissance also has a portfolio of home grown national brands, which cater to the Mass market. These include Newport university, Flying Machine, Ruf n Tuf, Bay Island and Excalibur. These brands dominate their segments in the Indian market.

Company Financials:

Renaissance Brands is one of the largest apparel manufacturing and marketing company in India with overall business size of USD 100 million at whole sale prices.

Company Details

Renaissance Brands Ltd. is one of the fastest growing apparel companies in India. The Brand portfolio is diverse and aimed at offering the best value for each customer segment. The licensed brands, Arrow is the market leader in the premium Mens formal Wear .

Distribution Customized distribution models for different brands are one of the key strength at Renaissance. The various modes of distribution at Renaissance are :

Exclusive Brand Outlets: The exclusive stores for a particular brand provide customers with a 3 dimensional brand experience. Arrow has flagship stores on high streets in key Indian cities. Arrow has around 54 independent stores .

Department Stores and Malls: The different brands of Renaissance Brands Ltd. are present in each of the rapidly growing Department Stores chains. They are also present in all the premium malls of the country. As per industry estimates 230 malls are expected to open by 2006 in India.

Multiple Brand Stores: Across brands Renaissance Brands is present in over 1500 stores across India.

World class manufacturing capabilities:

Renaissance brands limited owns a world class manufacturing plant in Bangalore ,India . This is a 100000 sq. ft. jeans plant that manufactures world class jeans and wrinkle free chinos.this plant is equipped with micro processor based machines ,automated pocket setters ,computerized washing plant ,wrinkle free manufacturing equipment and a gerber cutter. The production capacity of bottoms plant is 3500 pieces/day. The installed capacity is 5000 pieces/day For dress and sport shirts ,there are three dedicated units.

International quality apparel:

Renaissance has the best national and international designers .its design team includes: Renato Grande , a Milan based designer for Arrow. He has worked previously in Versace and Marlborough Classics.

ABOUT ARROW

The Arrow Company is committed to providing quality apparel products that are fashionable and afford value to our consumers. At Arrow, the roots are firmly established as a fashion leader in men's apparel. However, today Arrow has been transformed into an Gentleman lifestyle brand with a broad assortment of men's, women's, and children's apparel and apparel related products available in over 90 countries worldwide. At Arrow, through research and development, everyone is constantly addressing the changing needs and desires of the consumer, resulting in brand awareness and consumer loyalty.The success of Arrow can be attributed to the brand's rich heritage and the company's attention to detail over the years. Arrow, a Gentleman icon, for over 150 years...

The Arrow Collar Man: A brief Demographic customer profileAn Arrow customer is a male aged between 24 to 44 years .Its target segment is SEC A/A1 i.e educated and well qualified discerning gentleman who is used to the best things in life. He is placed at higher echelons of corporate hierarchy .He is widely traveled and exposed to international trends .In vogue and formal dressing is a lifestyle for this Gentleman.

Arrow customer continues to represent great values such as freedom, adventure, individual expression, and style through out the world.

ARROW IN INDIA
A Brief profile
The epitome of the brand is heritage and craftsmanship. The parent company of the brand namely Cluett Peabody & Co., USA, began operations in the US in 1851. Till 1920 Arrow was a brand known for manufacturing collars. It was only in 1920 when a man named C.R. Palmer came up with an idea to make Arrow shirts. Since then Arrow is known for heritage a master craftsmanship. In 1993 Arrow was launched in India and the first exclusive store was opened at Commercial Street, Bangalore. In 2000 Phillips Van Heusen got the license for the brand in the US and in 2004 history was made for Philips Van Heusen when they got the world rights to the Arrow brand. ARROW in India is a lifestyle brand targeted at men between 25 to 44 years. Arrow is a benchmark for formal dressing but also caters to the leisure wardrobe of the customer with a range in Arrow Urban and Arrow Sports. Arrows product range comprises of Shirts, Trousers, Knits, Suits, Blazers, Innerwear, and Accessories. Arrow is expanding its exclusive retail network. Arrow now has 64 outlets across India. It is also present in 30 retail chains including Life Style, Shoppers Stop and Pyramid among others. Arrow, which is in the process of adding more showrooms, is focusing on a new format for stores. With a strong channel wise distribution network ,its really doing a great business and catering to Metropolitan ,Urban as well as Suburban customers.

ARROW AT RENAISSANCE BRANDS


The brands president is Mr. J Suresh who is supported by Business Head by Mr. Janak Dave. The Brand has a dedicated Product team , Marketing Team , Retail Team ,visual merchandiser and overall a Famous Designer from Italy Mr. Renato Grande whose Precious inputs and design theme keeps the brand offering of each season at par with international trends in fashion. The customer connect takes place through five channels Exclusive brand stores ,department stores, multi brand outlets ,exports and institutional sales. Each of these is headed by channel heads. The business and channel heads supported by specialist teams supply chain, production, sales, finance, information technology and human resources .Each of these teams is headed by senior professionals.

Organizational hierarchy:
Business Head

Product Manager

Product Manager ( Suits)

Designer

Marketing Manager

Shirts, Knits, Casuals, Accessories

Assistance Manager

VM

Business Manager Retail

Manager SCM

Sourcing Manager

Retail Planner

Executive SCM

Customer service

Fabric

Trims

Knits

Prod.

ARROWs OFFERINGS
Arrow is lifestyle brand in India catering to the complete wardrobe solution of male as well as to some extent to females. The brand offerings include Shirts, Trousers, Knits , Suits , Accessories as well as innerwear. Arrow is retailed under the following labels: o 1851 o President o Premium o Classic Arrow is retailed under the following sub brands: o Sports o Urban

Arrow shirts:
Arrow was previously known mainly for its shirts. The main characteristics of these shirts are: They are 100% cotton and are free from any blends. 1851: The Ultra premium category This category consists of very fine imported fabric from Italy and Austria of counts 2/100s and 2/120s. Some of the important features of these shirts are: 1. Inside Taping is used to give a neat look to side seams. 2. EPIC threads are used for construction. 3. MOP buttons are used. 4. There is no puckering. These shirts are priced from Rs 2595 to Rs 4995.

The president collection This category also consists of very fine imported fabric from Austria and 70 % of this collection is of counts 2/100s and 2/120s.These shirts are priced from Rs 2095 to Rs 4995.

The premium Collection This category of shirts consists of cotton fabric of 2/80s count and 2/100s count. The sizes available in this are 39 to 48. The Price bracket for this category is Rs 1395Rs 1995.

The Classic Collection This category of shirts consists of cotton fabric of 2/60s count and 2/80s count. The sizes available in this are 39 to 48. The Price bracket for this category is Rs 1095Rs 1295.

The Sports Collection This category of shirts consists of Washed cotton fabric. The sizes available in this are from S to XXL. The Price bracket for this category is Rs 995Rs 1795.

The Urban collection This category of shirts consists of printed ,dobby design etc. cotton shirts. The sizes available in this are from 39 to 44. The Price bracket for this category is Rs 1295Rs 1895.

Arrow Knits
Arrow had come out with knits in FW04. Prior to FW04 the brand was importing certain collections of knits and jackets in very small quantities. Since then a number of yarns / fabrics have been used. FW07 was the season where the designer had given the maximum no. of options in this segment till date. knits: Cotton sweaters: broad bright stripes: SPORT, GOLF 1295 to 1495. Acro-wool sweaters: SPORT / PREMIUM bright argyles, solids 1395 to 1595. Lambs-wool sweaters: solids, bright stripes SPORT / URBAN 1695 to 1995. Fleece sweat shirts: SPORT: v neck, full front zipper, half zipper, patches, embroidery @ 1195. Merino wool sweaters: premium / urban: superfine merino wool - argyles, stripes @ 2095 to 2795. 2/60s double Mercerized: shirts and Polos: PREMIUM: 1195, 1395. Stripers: sport: 695, 795 Solids: sport: 545 Rib Melange : urban: @ 895, 995 Jackets: Highly stylised sport and urban jackets. Water-resistant jackets: with quilted taffeta and fleece lining normal length and long jackets 2295 to 2995. Cord: with flannel lining 2995 Canvas: with flannel lining 2195 to 2495. Some more additions in seasons before / after FW05: Basic round neck in SS07 @ 395/Staple of 10 colors in basic polo since SS07. Unlined linen and cotton jackets (blazer pattern) (without body lining, shoulder pads, chest pc., etc) Mohair in FW07 FSV neck solid @1495/Basic 2 tone piques in SS06 @ 695/Double mercerized wrapper GOLF polos @ 1195/Light weight 12gg flat knits in SS06 @ 995/Cotton and acro wool full cable sweaters in FW06 @ 1595/Garment dyed polos in SS07 @ 795/Interlock stripes in FW07 2/40s compact flat knit stripes in SS07 @ 1195/2/40s mercerised flat knit stripes in SS07 @ 1395/Grindle yarn FS polo and round neck in FW07 @ 1095/3 ply Grindle FS V nk sweaters in FW07 @ 1395/-

INDAIN APPAREL RETAIL OVERVIEW


Indian Apparel Market valued at Rs.88,000 crores Growth rate 13.6% in 2005 This IMAGES-KSA Technopak study values the current Indian Apparel market at Rs.88,340 crore, which is an overall growth of 13.6 percent over 2004 and is significantly higher than the 12.1 percent growth achieved during 2004 when the market was valued at Rs.77,740 crore. Continuing the previous year's trend, the highest growth in volume (8%) as well as value (21%) terms was observed in the school uniform segment, which shows immense potential for branded players. The women's segment has also grown at a high pace, volumes (5.4%) and value (14.9%) both growing at a higher rate than the previous year.

Source : Images/KSA Yearbook 2006, March 2006

Lion's share of the apparel market, 45 percent in value terms, remains with the Men's segment. The women's segment has increased its overall market share by one percent to a total of Rs.30,380 crore. There is a corresponding drop in kids' segment share to 17 percent from 18 percent last year. This drop in share of kids' apparel segment is also due to an increase in usage of ready-to-wear branded uniforms, besides other factors.

SHARE OF MAJOR APPAREL SEGMENTS (in Value terms: Rs.Crore) 2002 MEN'S APPAREL WOMEN'S APPAREL KIDS' APPAREL 25864 20395 10372 2003 29234 23302 11334 2004 32636 26431 12329 2005 36558 30360 13747

Similar to what we witnessed in 2004, the market has yet again experienced tremendous value addition during 2005 - an increase of just 4.7 percent in volume has yielded 13.6 percent growth in revenue. This only goes further to demonstrate that the organised branded segment is fast increasing its share in the apparel market. The Study considers the market as comprising five broad segments menswear, womenswear, unisex apparel, kidswear and uniforms. Products in the unisex segment cater to all three major apparel segments in the ratio of 6:3:1 for men's, women's and kids' apparel respectively. The segment for Uniforms is considered separately because it comprises of both kids' size apparel as well as general sizing in men's and women's apparel for those customers who are above 14 years of age.

Source : Images/KSA Yearbook 2006, March 2006

INDIA'S APPAREL MARKET SIZE 2002 Volume Value 2003 Volume Value 2004 Volume Value 2005 Volume Value

('000 units) (Rs.Cr,) MENSWEAR WOMENSWEAR UNISEX APPAREL KIDSWEAR UNIFORMS TOTAL 417810 1139870 372960 4421890 4215 9950 4660 61290 1254370 1236880 23335 19130

('000 units) (Rs.Cr,) 1297220 1300610 26090 21730

('000 units) (Rs.Cr,) 1342140 1368310 29135 24680

('000 units) (Rs.Cr,) 1393639 1443113 32590 28375

434340 1180290 397210 4609670

5240 10810 5460 69330

452020 1222280 423020 4807770

5835 11745 6345 77740

470978 1268933 456862 5033524

6615 13085 7675 88340

The Study notes a steady decline in market share of men's segment, from 38.1 percent in 2002 to 36.9 percent in 2005 and a similar decline in the market share of kid's segment from 16.2 percent in 2002 to 14.8 percent in 2005. This decline was more pronounced in 2005 as a result of a sharp increase in the market share of womenswear (from 31.7% in 2004 to 32.1% in 2005) and uniforms (from 8.2% to 8.7%). Source : Images/KSA Yearbook 2006, March 2006

BANGALORE MARKET PROFILE


Bangalore market has been the most significant retail destination along with Mumbai or Delhi for the fashion savvy customers. It has been a very catchy place for visitors as well ,right from the pre-independence days. The MG road and brigade road has good showrooms and departmental stores. The target mix of the Bangalore has been very versatile, individualistic and affluent in terms of shopping patterns. This has been supported by the warm and vibrant nature of Bangalorians,. All the existing Malls and stores are competing hard to constantly deliver a very high customer service level as it has become success mantra for retailing. Every brand/store brand has employed their best resources affluently to woo the customer to their stores.

Major competitors for Arrow are LOUIS PHILLIP, VAN HEUSAN, COLOR PLUS, ALLEN SOLLY, INDIAN TERRAIN, PARK AVENUE. The customer here is upwardly mobile with an international exposure, ranging from 18 to 65 years of age group. They are mostly working in all good corporate circles with consistent and increasing affluent incomes

MG and Brigade road has been known as a very good hangout place where one can eat (good restaurants and fast food chains like Pizza Hut, Dominos, Mac Donalds etc.), watch movies and of course shop for all the national and international brands/stores.So it can be said that it is a hip-hop as well as family hang around and shopping destination.

MERCHANDISING TEAM
The Merchandising department is a organized branch of Arrow which is working continuously in both effective and efficient manner as a team for delivering both volume and value. The chief aim of this department is to maximize profitability for Brand as well as Renaissance Brands Limited by catering quality and in vogue range of Merchandise to its customers. The range of Merchandise offered for a season by them is decided upon considering the important facts like colours and designs forecast ,customers preferibility and their predicted demand(Based on past sales record). Since this team has to deal with both highly changing fashion element and dynamic market condition together, so Arrow has hired Mr. Renato Grande , an international designer from Italy whose Design and colors input continuously enhances, upgrades and keeps on changing the basic elements of Merchandise Mix and also keeps the offering at par with latest trend sin international fashion.. They basically work for two seasons i.e SPRING SUMMER and FALL WINTER. Again these two seasons are further bifurcated into smaller time periods for sourcing, order compilation, production, delivery and sales. This is done mainly to maintain the freshness of Merchandise.

Washing of Garments:
Every style has a different wash given to get the exact shade required. Incase of denims, 4 basic washes are there. Dark stone, mid stone, light stones, Super stone. Other then these basic washes there fashion treatments given to denims are as follows:

Dry Process: Whiskering: This is done on a tonello machine (horizontal or vertical). The marks are made with chalks and then sand paper is brushed against these marks to remove the indigo. Here the effect looks like whiskers. On an average 3000 pcs can be whiskered in 24 hours. ( 3 shifts)

Hand brushing/ Scrubbing: This is done to give the faded look. Sand paper or Emry
sheets are used Approx. 6000 pcs can be brushed in 24 hours. This is also done on Tonello machines. Agagin the sand paper heps remove indigo friom the denims but here some chemicals are used like potassium per magnate.

PPT Spraying/ Bleach Spraying/ Pigment Spraying: With the help of a sprayer
potassium per magnet and is sprayed on the denim and then washing is done. This is done on a tonello machine. This is basically done to remove the indigo from the denim. More the indigo needs to be removed, more will be the concentration of the spray. Sand blasting & spraying both create a similar impact. The bleaching agent gives a whitish effect. The capacity is 5000 pcs per day.

PPT Brushing: Here instead of spray, brush is used. The capacity is 2500 pcs per day. Pigment Spraying: Here pigment dye is used incase the style has a particular color.
For eg. Green pigment is usually sprayed on blue denims to give the rustic look.

Curing: Here the curing is used for softening of the fabric. Then the fabric is
neutralized.

Pinching: This is to give the distress look. First the garment is folded & then with the
help of the tagging gun, the garment is pinched. Then it is sent for washing. The plastic

thread is removed after washing. Here because of the pinch, the folded patch remains in the original color i.e. the indigo remains & thus the effect appears.

Grinding: The grinding machine is used to give the bit torn & distress look. This is done
usually after washing so the garment may not get damaged. The grinding basically gives the worn out look. It is usually done on the back pocket & near the thigh & the knee.

Sand Blasting: Alternate to brushing is sand blasting. For higher oz fabric, usually sand
blasting is required to remove the indigo. Here stone powder is used & blasted against the jeans. The production capacity is much lesser than brushing. The garment is blasted with sand granules ejected by air jets. In an hour only 5-10 garments can be sand blasted while 25-30 pcs can be hand brushed.

Over Dyeing/ Tinting: Over dyeing takes approximately 7 to 10 hours. Over dyeing is
changing the color of the garment to the desired color. Tinting can give a worn out look. This process takes 10 to 15 mins.

Acid wash chemical (titanium chloride & sodium hypochloride) + thermacol balls are
put in machine for 10-15min.

Wet Processes:
DS wash wet the garment with water & wetting agents and lubricants and anti-back
staining agents are put in the solution to avoid the color deposited on the back side of denim. Time 20min, tem 40-60 degree.

Washing Process: Desizing This process is to remove starch. Hot water & desizing agent is used for this
process. Usually this process takes half hour. Greater the oz of the fabric more the time the garment is desized. The garment is softened with the help of the wetting agent. The lubrication helps to smoothen the fabric & the anti-waxing to avoid transfer of indigo on to the lining.

Enzyme Wash: This is given to get the puckering effect on the garment. This wash lasts for 1 or 1 hour depending upon the fabric. Here pumice stones are used to give this effect & make the enzyme softer. These stones are special stones imported from Turkey.

Soda soaping: Here soda with water is used to take out the extra indigo color. It is to
neutralize the enzymes & kill the proteins which can spoil the garment. This process lasts for 20 to 30 mins. This is a mixture of soda & anti wax staining agent. Here the water temperature is 1:5.

Acid Wash: This process is to neutralize the soda(alkaline). This process takes 5 mins.
Here the PH level is reduced to 4.5

Water Wash: This neutralization is to reduce the PH level down (potassium Per
magnate of hydrogen). This process takes 5 mins.

Till here all the processes are compulsory for denims. The outcome of the garment is D/S wash. Bleaching agent (Sodium Chloride) & softening agent (Silicon) is added to get the color of the wash. The bleach is nuterilized for 10 minutes to 45 minutes dpending upon the washes. Thereafter the garments are rinsed & put in a hydro extractor to queeze the water & the in tumble drying machine for drying.

Now for D/S wash 2 hours wash For M/S wash 3 hours wash, & 200gm/kg garment bleach is used. For L/S wash 3 to 4 hours wash & 300gm/kg bleach is used. For Ice wash 5 to 6 hours wash & almost 500gms/kg is used.

Stone wash: Only stones are used with fabric and no water is used. Here horizontal
drums are filled with thermocol balls. The balls are mixed with chemicals & the drums rotate for 20 to 30 mins. It gives an over all uniform look of the indigo removed & creates a puckering effect on the garment. The indigo is burnt from the surface of the garment.

The maximum time taken for washing would be one week. As on today this department has 10 front loading machines & 4 side loading machines.

Non denims Special Washes: wrinkle free wash: Firstly the garment is softened &
then resin is applied. Then the garment is tumble dried. A legger or a topper is used to dry the garment completely & then cured. The take place at 180 degrees in a oven. This process takes approx. 15 minutes.

Competitive Market Analysis of Brand Arrow

After studying the data collected from market and analyzing it, some key trends are identified through Brand Vs Minimum and Maximum Merchandise Price Point Graph for Arrow and its competitors which are shown below: I did competitive research for all three categories i.e Shirts, Trousers and Knits and this analysis for two categories i.e Shirts and knits . The table and the analysis graphs are shown below.

Shirts Analysis:
For analysis of the data collected, I have segregated the shirts on the basis of the major categories and hence I have analysed shirts category wise:

Competitive Analysis for Knits

Competitive Analysis for Trousers

Visual Merchandise insight along with the M.D.Q. Coefficient calculation for Arrow and its competitors.

BASIC TYPES OF MERCHANDISE PRESENTATION


There are two basic types of merchandise presentation
On-shelf merchandising which describes the display of the merchandise on counters, racks, shelves and fixtures throughout the store. Visual merchandising

On shelf merchandise is the merchandise the shopper actually touches, tries on, examines, reads, understands, and hopefully buys. Therefore on-shelf merchandising must not only present the merchandise attractively; it must display the merchandise in a manner that is easy to understand and accessible to the shopper. Further, it must be reasonably easy to maintain, with customers themselves able to replace merchandise so it is equally appealing to the next shopper. It must not be so overwhelming that the customer is afraid to touch the merchandise.

ELEMENTS THAT COMPOSE THE STORE ENVIRONMENT


VISUAL COMMUNICATIONS Retail identity Graphics POS signage STORE PLANNING Space allocation Layout Circulation

Store Image & Store Productivity

STORE DESIGN Exterior design (Lighting) Ambience Presentation POS signage

STORE PLANNING Fixture ( selection Visual merchandising) Merchandise

OBJECTIVES OF STORE ENVIRONMENT:


The two primary objectives of creating the desired store image and increasing space productivity amount to a simple description of the three basic tasks of retailing 1. Get customers into the store 2. Convert them into customers buying the merchandise once inside the store (space productivity) 3. Do this in the most efficient manner possible

STORE IMAGE:
environment.

It is the over all perception the consumer has of the stores

SPACE PRODUCTIVITY: This represents how effectively the retailer utilizes


its space and is usually measured by sales per square foot of selling space or gross margin dollars per square foot of the selling space.

About Visual Merchandising


Visual merchandising is all about persuasion through presentation, which puts the merchandise in focus and in perspective too. It educates customers, creates desire and finally augments the selling process. Visual merchandisers decide how a store will present its merchandise. They determine if mannequins should be used, where they should be placed, what detailing and accessories should be used, what signage and lighting would best highlight a product, and how store design and fixtures factor into the overall presentation. All of these elements are based on the psychology of effectively selling a specific product to a specific customer. Visual merchandisers must have a good eye and fashion sense, combined with the ability to work in three dimensions, build props, and design department promotions. Visual merchandising is creating visual displays and arranging merchandise assortments within a store to improve the layout and presentation and to increase traffic and sales. As an example, mannequins are commonly used as a way to promote products relating to appearance, such as clothing or accessories. The activity of paying attention to each brand in every product category is known as micro merchandising. Another way of improving profitability is to carry complimentary range of products and services. This triggers impulse purchase and the buyer spends more at the store.This is known as Cross merchandising. Visual Merchandising is a practice that supports retailers in presenting their retail space in the best possible way to maximise sales.

Visual Merchandising does not stop at great looking window displays, it is more than this. From your in-store layout and product merchandising, to housekeeping, lighting, music, price tickets, posters and graphics, window display and props, right through to the colour you paint your walls and the fixtures you sell from, all of these elements and how you visually organise these elements and how often you rotate these elements within your retail space is Visual Merchandising. Visual Merchandising is a technique that is applied and practised in any retailing environment. Whether youre an up-market fashion chain or the local hardware store, it doesnt matter what you sell, if you have a retail space, and open your doors for trade, you are conducting visual merchandising on some level. The practice of visual merchandising requires creativity, inspiration, logic and organisation. It has been quoted on numerous occasions as being a mix of art and science, butk now this: When a retailing environment makes visual sense, a customer will be naturally attracted to the space, enticed to come in, convinced to stay and shop and, most importantly, wants to buy.

WHAT VM ACTUALLY DOES


Enhances brand image Changes a passive looker into a active buyer Generates impulse sales. Educating the customers about the product/service in an effective and creative way. Establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value. Setting the company apart in an exclusive position. Establishing linkage between fashion, product design and marketing by keeping the product in prime focus. Combining the creative, technical and operational aspects of a product and the business. Drawing the attention of the customer to enable him to take purchase decision within shortest possible time, and thus augmenting the selling process.

Visual Merchandise tells us:


Why making effective use of your space is so important. How to position your departments and products. How to improve store lighting. The importance of atmosphere and cleanliness in your store. How to create great displays and signage.

Visual merchandising elements


Visual merchandising is comprised of six components: Store Image The overall look of a store and the series of mental pictures and feelings
it evokes

Storefront the stores sign, marquee, outdoor lighting, banners, planters, awnings,
windows, and the building itself

Store Interior must be cohesive with the storefront Fixtures permanent or movable store furnishings such as display cases, counters,
shelving, and racks

Store Layout the way the stores floor space is used to promote sales and provide
customer service

Interior Displays used to present merchandise, provide their client base with
product information, reinforce advertising, create a favorable store image, and attract customers Holiday or seasonal displays Closed displays secure high-ticket items Open displays allow customers to handle and examine merchandise Point-of-purchase displays are designed to elicit impulse purchases

Visual Merchandise Parameters for store


There are 15 basic parameters on which visual merchandise presentation of a store is mapped. They are: 1. Merchandise presentation 2. Wall and floor fixtures 3. Window display 4. Lighting Ambient Task accent 5. Circulation pattern 6. Hygiene of the store 7. Faade (entrance) 8. Signage 9. Special areas 10. Colour of the store and the texture 11. Flooring 12. Mannequins 13. Trial rooms 14. Sales staff Conduct product knowledge uniform 15. Music for association I have mapped almost all major competitors of Arrow present in Bangalore on these parameters in my report. The excel sheets in this regard is attached with this report.

MERCHANDISE PRESENTATION PLANNING


Retailers use a large array of fixtures and hardware. This may seem to present an endless variety of ways to merchandise product, but there are essentially six methods of merchandise presentation:

1. Shelving
The majority of merchandise is placed on shelves that are inserted into gondolas or wall systems. Shelving is flexible, easy-tomaintain merchandise presentation method.

2. Hanging
Apparel on hangars can be hung from softlines fixtures, such as round racks or four-way racks or from bars installed on gondolas or wall systems.

3. Pegging
Small merchandise can be hung from peg hooks, which are small rods inserted into gondolas or wall systems. Used in both softlines and hardlines, pegging gives a neat, orderly appearance, but can be labor intensive to display and maintain.

4. Folding
Higher-margin or large, unwieldy softline merchandise can be folded and then stacked into shelves or placed on tables. This can crate a high-fashion image, such as when bath towels are taken off peg hooks and neatly folded and stacked high on the wall.

5. Stacking
Large hardline merchandise can be stacked on shelves, the base decks of gondolas, or flats, which are platforms placed directly on the floor. Stacking is easily maintained and gives an image of high volume and low price.

6. Dumping
Large quantities of small merchandise can be dumped in bins or baskets inserted into gondolas or wall systems. This highly effective promotional method can be used in softlines (socks, wash cloths) or hardlines (batteries, grocery products, candy) and creates high volume low-cost image.

The method of merchandise presentation can have a dynamic impact on space and space productivity different merchandise presentation methods have been shown to strongly influence buying habits and stimulate consumers to purchase more. There is a certain psychology of merchandise presentation, which must be carefully considered in developing merchandise presentation schemes. Less than 20 percent of store shoppers make an impulse (unplanned) purchase, and these purchases are made by only 60 percent of shoppers who actually entered the store with intent to make a specific purchase. Thus, 40 percent of the shoppers who enter a store to make a purchase are wasted because of a failure by the store to use merchandise presentation to generate additional purchases. This is why department store design incorporates a gauntlet of goodies to stimulate impulse buys. For example, a cosmetic, usually the stores most profitable department, is always near the main entrance. Typically, the department is leased to cosmetic companies who use their own salespeople to sell perfume, lipstick, and eye shadow. The other high impulse items (e.g. hosiery, jewelry, handbags, and shoes) are usually nearby while the demand products (e.g. furniture) are on upper floors. After all, these stores would be unprofitable if they fail to induce a significant amount of impulse buying.

Many consumers believe the most innovations of modern retailing began in the United States. This, however, is not the case. The first retail chain can be traced back to 1672 in Japan. Today, the House of Mitsui is the sixth largest company in Fortune Magazines Global 500. The chapters Global Retailing box traces the development of the department store almost 40 years before Sears entered the mail-order business and more than 60 years before Sears became a chain store operator.

Plan-o-grams
A plan-o-gram is nothing more than a picture of how various fixtures, shelves and walls will present the merchandise. It is a relatively simple concept, but a very powerful one because it takes into consideration what is known about the psychology of consumer buying habits. Creating a plan-o-gram forces the retailer to carefully evaluate which products go where and how many will be displayed. By forcing the store to plan the presentation of each department, the store will become a more successful and proactive retailer. Some of the Plan O gram examples from Bangalore stores are shown below:

Louis (Garuda Arrow (Indira

Philippe Mall) Nagar)

Arrow (Brigade Road)

Some of the plan o grams suggested by me for the Brand ARROW

Case StudiesLay outs

Basic Store Layouts

Store Layouts with Carpet Area

Store layouts and M.D.Q.

Determining Retail Space


Determining retail space for a store and in turn giving retail space to a particular section of merchandise is a complex process and need to look at various parameters which are affecting the business.

Approaches for Determining Space Needs:


There are two approaches for determining the space needs. They are: 1. Model Stock Approach: Determines floor space necessary to carry and display a proper merchandise assortment 2. Sales-Productivity Ratio: Assigns floor space on the basis of sales or profit per foot.

About M.D.Q.:
M.D.Q stands for Minimum Display Quantity. M.D.Q is the minimum amount of total S.K.U.s displayed at any point of time on the carpet area. The ideal M.D.Q Co -efficient is 2.5. It means by multiplying this coefficient with carpet area, we can get the ideal no. of total S.K.Us of merchandise to be displayed. Hence,

M.D.Q = (Ideal M.D.Q Coefficient * Carpet Area)


M.D.Q. basically depends upon two factors:
(1) Carpet area of the store : The amount of carpet area available for the store affects the M.D.Q. very much. The more the carpet area, the more can be the quantity of merchandise displayed in any store. (2) Business performance : Business performance is another important factor which affects the M.D.Q of the store. In many cases, a store can be small but it can do a big business and so it requires to stack a considerable good amount of stock which is displayed on shelf space. In other cases, a big store can be doing a small business. Hence , a lot of space may be used in VM display rather than displaying merchandise.

Calculating total No. of S.K.Us:


(1) Ad on wall space + 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (2) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (3) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (4) 7 shelves * 3 piles * 4 shirts / pile = 84 shirts (Stacked) (5) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (6) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (7) 25 shirts (Hung) (8) 75 trousers (Hung) (9) 25 suits (Hung) (10) 85 trousers (Hung) (11) 70 trousers + 10 jackets (Hung) (12) 4 shelves * 3 piles * 10 trousers / pile = 120 trousers (Stacked) (13) 4 shelves * 3 piles * 10 trousers / pile = 120 trousers (Stacked) (14) 65 trousers (Hung) + 1 shelf * 4 piles * 4 shirts / pile (Stacked) (15) 65 trousers (Hung) + 1 shelf * 4 piles * 4 shirts / pile (Stacked) (16) 75 trousers (Hung) (17) 120 ties (Hung)

Total No. of S.K.Us displayed = 1371 units


Carpet Area = 436 sq. ft. Calculated MINIMUM

DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 1371/436 =3.1445

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 3.1445 2.5 = .6445 (+ve) M.D.Q. Deviation percentage =
= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (.6445 / 2.5) * 100 = 25.78

Calculating total No. of S.K.Us:


(1) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (2) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (3) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (4) 5 shelves * 4 piles * 12 trousers / pile = 240 trousers (Stacked) (5) Ad space + 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) (6) 3 shelves * 5 piles * 5 shirts / pile = 75 shirts (Stacked) (7) 40 trousers (Hung) (8) 40 trousers (Hung) (9) 15 trousers * 4 Hangers = 60 trousers (Hung) (10) 15 trousers * 4 Hangers = 60 trousers (Hung)

Total No. of S.K.Us displayed = 845 units


Carpet Area = 260 sq. ft. Calculated MINIMUM

DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 845/260 =3.25

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 3.25 2.5 = .75 (+ve)

M.D.Q. Deviation percentage =


= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (.75 / 2.5) * 100 = 30.00

Calculating total No. of S.K.Us:


(1) 6 shelves * 3 piles * 4 shirts / pile = 72 shirts (Stacked) (2) Ad space + 10 wallets + 4 shelves * 5 piles * 4 shirts / pile (Stacked) (3) 5 shelves * 4 piles * 4 shirts / pile = 80 shirts (Stacked) (4) 6 shelves * 4 piles * 4 shirts / pile = 96 shirts (Stacked) (5) 20 ties * 3 hangers + 15 socks ( hung ) + 25 belts (hung) (6) 5 shelves * 6 piles * 4 shirts / pile = 120 shirts (Stacked) (7) 5 shelves * 4 piles * 10 trousers / pile = 200 trousers (Stacked) (8) 5 piles * 4 shirts = 20 shirts (Stacked) (9) 15 piles * 6 trousers = 90 trousers (Stacked) (10) 10 T shirts (Hung) (11) 10 trousers + 5 shirts (Hung) (12) 15 shirts (Hung) (13) 10 t shirts (Hung) (14) 12 piles * 4 t shirt / pile = 48 t shirts (Hung) (15) 8 piles * 4 t shirts / pile + 15 trousers (Stacked) (16) 6 piles * 4 shirts / pile = 24 shirts (Stacked)

Total No. of S.K.Us displayed = 1037 units


Carpet Area = 546 sq. ft.

Calculated MINIMUM DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 1037/546 =1.899

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 1.899 2.5 = .6007 (-ve) M.D.Q. Deviation percentage =
= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (.6007 / 2.5) * 100 = 24.029

Calculating total No. of S.K.Us:


(1) (2) (3) (4) (5) (6) (7) 6 shelves * 5 piles * 4 shirts / pile = 120 shirts (Stacked) 6 shelves * 4 piles * 4 shirts / pile = 120 shirts (Stacked) 4 shelves * 7 piles * 4 shirts / pile = 112 shirts (Stacked) 4 shelves * 7 piles * 4 shirts / pile = 112 shirts (Stacked) 4 shelves * 9 piles * 7 trousers / pile = 252 trousers (Stacked) 4 shelves * 9 piles * 7 trousers / pile = 252 trousers (Stacked) 25 jackets (Hung)

Total No. of S.K.Us displayed = 993 units


Carpet Area = 320 sq. ft. Calculated MINIMUM DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 993/320 =3.103

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 3.103 2.5 = .6031 (+ve)

M.D.Q. Deviation percentage =


= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (.6031 / 2.5) * 100 = 24.125

Calculating total No. of S.K.Us:


(1) (2) (3) (4) (5) (6) (7) 4 shelves * 4 piles * 8 shirts / pile = 128 shirts (Stacked) 5 shelves * 4 piles * 8 shirts / pile = 160 shirts (Stacked) 5 shelves * 3 piles * 8 shirts / pile = 120 shirts (Stacked) Ad space + 4 shelves * 3 piles * 8 shirts / pile = 96 shirts (Stacked) 3 shelves * 3 piles * 8 shirts / pile + 30 trousers (Stacked) 3 shelves * 4 piles * 8 shirts / pile = 96 shirts (Stacked) 60 trousers (Hung)

Total No. of S.K.Us displayed = 762 units


Carpet Area = 96 sq. ft. Calculated MINIMUM DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 762/96 =7.9375

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 7.9375 2.5 = 5.4375 (+ve)

M.D.Q. Deviation percentage =


= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (5.4375 / 2.5) * 100 = 217.5

Calculating total No. of S.K.Us:


(1) (2) (3) (4) (5) (6) (7) Ad on wall space + 4 shelves * 3 piles * 8 shirts / pile = 96 shirts (Stacked) 4 shelves * 3 piles * 8 shirts / pile = 96 shirts (Stacked) Ad on wall space + 4 shelves * 4 piles * 8 shirts / pile = 128 shirts (Stacked) 4 shelves * 4 piles * 8 shirts / pile = 128 shirts (Stacked) 4 shelves * 6 piles * 8 shirts / pile = 192 shirts (Stacked) 4 shelves * 4 piles * 8 shirts/pile + 4 shelves *2 piles * 5 trousers / piles (Stacked) 50 formal trousers (Hung)

Total No. of S.K.Us displayed = 858 units


Carpet Area = 99 sq. ft. Calculated MINIMUM DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 858/99 =8.667

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 8.667 2.5 = 6.167 (+ve)

M.D.Q. Deviation percentage =


= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (6.167 / 2.5) * 100 = 246.67

Calculating total No. of S.K.Us:


(1) (2) (3) (4) (5) (6) (7) (8) (9) 6 shelves * 4 piles * 8 shirts / pile = 192 shirts (Stacked) Ad space + 3 shelves * 4 piles * 8 shirts / pile = 96 shirts (Stacked) 6 shelves * 4 piles * 8 shirts / pile = 192 shirts (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) 3 shelves * 4 piles * 8 shirts / pile = 96 shirts (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked)

Total No. of S.K.Us displayed = 1026 units


Carpet Area = 200 sq. ft. Calculated MINIMUM DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 1026/200 =5.13

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 5.13 2.5 = 2.63 (+ve) M.D.Q. Deviation percentage =
= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (2.63 / 2.5) * 100 = 105.2

Calculating total No. of S.K.Us:


(1) (2) (3) (4) (5) (6) (7) (8) (9) 5 shelves * 4 piles * 8 shirts / pile = 160 shirts (Stacked) 5 shelves * 4 piles * 8 shirts / pile = 160 shirts (Stacked) 10 shirts (Hung) 4 shelves * 2 piles * 8 shirts / pile = 64 shirts (Stacked) 4 shelves * 2 piles * 8 shirts / pile = 64 shirts (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) 3 shelves * 3 piles * 10 trousers / pile = 90 trousers (Stacked) 3 shelves * 4 piles * 8 shirts / pile = 96 shirts (Stacked)

Total No. of S.K.Us displayed = 824 units


Carpet Area = 162 sq. ft. Calculated MINIMUM DISPLAY QUANTITY (M.D.Q.) Co-efficient = (Total No. of S.K.Us displayed / Carpet Area) = 824/162 =5.0864

Ideal M.D.Q. Co-efficient = 2.5 Deviation from ideal M.D.Q. co-efficient = 5.0864 2.5 = 2.5864 (+ve)

M.D.Q. Deviation percentage =


= = (Deviation from ideal M.D.Q. co-efficient/ Ideal M.D.Q. Co-efficient)* 100 (2.5864 / 2.5) * 100 = 103.456

Market Research for Understanding the Consumer Psychographics of Arrow & Market Mapping of Bangalore

RESEARCH METHODOLOGY
Marketing Research defined: Marketing research is the function which links the consumer, and public to the marketer through information-information used to identify and define marketing opportunity and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing Research specifies the information required to address these issues; designs the method for collecting information; manages and implements the data collection process; analyze the results; and communicates the findings and their implications.

Statement of problem:
Conventional traditional stores and customers requires more fashion values and benefits in Less prices .The idea behind this research is to find the customers preference and choices & hence understanding the consumer Psychographics of target audience of Arrow Brand in the market.

Creating Research Design:


Research Design is a plan for addressing the research objective or hypothesis. In essence, the Researcher develops a structure or framework to answer a specific research problem/opportunity. There is no single best Research Design instead; different designs offer an array of choices, each with advantages and disadvantages. With regard to the given project To understand the consumer Psychographics of target audience of Arror, the researcher has chosen the following Design:

Descriptive Research:
Research Objective: To describe and measure marketing phenomenon at a point of time.

Descriptive Research is conducted to answer Who, What, Where and How questions. When we wish to know how many customers we have, what brands they buy in what quantities their preferences, the problem they face, their satisfaction level etc. and what their attitudes are towards our company and our competitors, we turn to Descriptive Research.

DATA COLLECTION METHODS


The Researchers chose to collect the secondary data required to build up the foundation of this project from the following secondary resources:

1. Company documents 2. Information gathered from various mediums like Internet, Magazines, Retail Managers and Sales Staff.

There are two ways of collecting primary data: 1. Survey 2. Observation

Surveys: Survey Research involved the Researcher who interacted with the respondents to obtain facts about opinions and attitude. A questionnaire is being used to ensure an orderly structured approach to data gathering .The survey took place in and out of the Stores. Observations: This involves monitoring the respondents action without direct interaction. The competitor analyses and market scanning is an observational study

Survey Research is being chosen for its following advantages:

Advantages Standardization

Descriptions All Respondents respondents react to questions worded identically and presented in the same order. Response

options (scale) are the same, too.

Administration ease

Interviewer

read questions to respondents and records their answers quickly and easily. In some cases, the respondents fill out the questionnaire themselves.

Tap the unseen It is impossible to ask questions about motives, circumstances, sequence of events, or mental

deliberations

Tabulation / Analyses

Large sample

sizes and computer processing allows quick tallies, cross tabulations, and other statistical analyses.

Subgroup differences

Respondents

can be divided in to subgroup or segments for comparisons in the search for meaningful differences.

Survey method adopted by the Researcher is Person-Administered Survey: A Person-Administered survey is one in which interviewer read the questions to respondents and records his or her answers. Person-Administered Survey is done in form of Store Intercept and Market Intercept interview.

The Store Intercept Interview is one in which respondent is encountered and questioned while he or she visiting the Stores. It has advantage of being less expensive interview than other methods like in- house interview.

The Market Intercept Interview is one in which respondent is encountered and questioned while he or she visiting the market.

Person-Administered Survey was chosen for its three unique advantages:

1. FEEDBACK: Interviewer often must respond to direct question from respondents during an interview. 2. RAPPORT: It is often helpful to have a human being present to develop some Rapport to respondent early on in a questioning process. 3. QUALITY CONTROL: Personal Interview may be used to ensure those respondents are selected correctly based on sex, age, or other distinguishing characteristics. To other form of or computer assistant Survey and SelfAdministered Survey.

SAMPLING
Sample: A Sample is a subset of population that represents entire group. Information is obtained from or about a Sample and used to make estimates about various characteristics of total population.

Sampling Method: There are two basic methods of Sampling:

1. Probability 2. Non-Probability.

Note: The Researcher on the part has chosen Non-Probability Sampling .The reason being the nature of the given project and the feasibility of such Sampling procedures. Type of Non-Probability Sampling chosen was:

Convenience Sampling: The Researcher chose the Stores and Market place to intercept potential respondents. Error might occur in the form of members of the population who are infrequent or non-user of the location.

SUMMARY: Quota Sampling Method chosen for the given project. The Sampling method chosen for the consumer was Non-Probability Convenience Sampling. The choice of Sample size is being made on subjective basis. The Sample size

taken is 150 for customers (150 from Bangalore cluster) and is being determined by the insight, judgment, experience and financial resources of Researchers. Sample size of 150 for customers is believed by the Researcher to be Representative of the population.

More information about sample:


I worked on the following cluster of respondents for my market research. The type and size of cluster is explained below:

Arrow cluster: For this cluster, the sample size was 150(from Bangalore) and they were interviewed through Mall intercept and Store intercept method.

Non- probability convenience sampling of the customers coming to the Stores means that without any fixed criterion in the mind the entire sample is being picked up which is supposed to be the representative of the whole, however one point is being kept in mind while getting the questionnaires filled.

The respondent should be a frequent visitor to the store/market

RESEARCH PROCESS

Understanding Background of the Problem

Defining Research Methodology

Designing Data Collection Methods

Determining Sample Design and Sample Size

Organizing and Conducting Field Study

Processing, Analyzing, Interpretation and Conclusion

MARKET RESEARCH ANALYSIS


Segregating the data base on the basis of various variables:
The questionnaire is studied minutely and with the help of pivot table and filter , the responses ,trends and the customers acts were analysed. The analysis was done with the help of SPSS as well as MS-EXCEL.The questionnaire started with the following entries for knowing the demographic profile of respondent. The entries were: S.NO.: NAME EMAIL(OPTIONAL) ANNUAL INCOME AGE OCCUPATION SEX

When the data was segregated and analysed , then following findings and output was obtained. The data was filtered and some trends were noticed. The findings from the questionnaire have been explained in next coming pages.

Studying the data and analyzing the trends and identifying the customers perception for Arrow:

BRAND RECALL IN ARROW CUSTOMERS

When the analysis of market research was done to know about customers preferred brand for different categories of shirts / trousers in existing in market, then following output was obtained. This question was put in questionnaire for knowing customers tendency to recall a brand for knowing customers preference as well as awareness about a brand in a given category of shirts / trousers.

For this I prepared two categories of questions. The first category contained question regarding brand preference and the 2nd question was regarding actual presence of brand in the wardrobe. This analytical output of this category research will tell about the perceived competitors. The output obtained is as follows:

Project Outcomes

MY PROJECT FINDINGS AND LEARNINGS


My summer internship with Renaissance Brands limited and in turn with Merchandising Team was a great experience and an opportunity to expose myself to the whole PROCESS FLOW of MERCHANDISING. My continuous meetings with BUYERS as well as VENDORS helped me in understanding the complexities and intricacies involved in Merchandising and gave me fair idea of BUYER-VENDOR RELATIONSHIP. Apart from it my project was exciting since it begun with understanding the market and market forces and with carrying out an analytical survey of competitors range of core merchandise available in market on various parameters such as Price Point, Quality etc.

Again apart from my project, in merchandising department, I learned a great deal about functions of merchandiser at all levels of sourcing, procurement to final stage of merchandising. The project gave me a fair idea of How to go about Sourcing as well as Production for making a best deal. Here I also worked on SAP.

During my project I came across lots of interesting things and arrived at conclusions which was beneficial for my project and in turn can/may help institution. Some of my important findings about various categories of accessory during the project are explained below category wise:

Observations & Suggestions

Visual Merchandise observations for Arrow


My observations for the VM Display for Arrow stores across Bangalore are mentioned below:

1.

Vacant shelf space :

The shelf space of ARROW (sports) Indira Nagar store was vacant which is giving a very bad look to over all Merchandise presentation.

ARROW (Indira Nagar Store)

2.

Colour Scheme not followed:

The presentation of T shirts in the standing wall Fixtures should follow the VIBGYOR THEME i.e the merchandise should be displayed as-violet colour T shirts at the bottom of the vertical wall shelf and red colour Tshirts at the top of the shelf.

ARROW (Indira Nagar Store)

No window Accessories:
3.

display

of

There is no display of accessories in the main display window Brigade Road showroom. Any body who has no idea about Arrow as a lifestyle

brand will never come to know that Arrow is into accessories also.

ARROW (Brigade Road Store)

4.

Suggestive Presentation missing:

Suggestive merchandise presentation was missing through out the store. Suggestive merchandise not only suggests customer for colour combinations, designs combination and top & bottoms combination but also encourages impulse purchases of main as well as complimentary garments i.e accessories. Pic. Depicting suggestive merchandise presentation

Colour Assortment and colour blocking missing: The colours and designs assortment
5.

(size wise) is an important aspect of visual merchandise presentation .It was missing to some extent in the

Brigade Road store.

Same design merchandise stacked in two different racks.

ARROW (Brigade Road Store)

6.

Attention to detailing:

The stores require greater attention to minutes detailing. Like ironing the hung Products and keeping them wrinkle free.

ARROW (Brigade Road Store)

Presentation in table glass box:


7.
The products displayed in the glass box need more detailed presentation rather than displaying in normal way. E.g a velvet base can be used as base to show merchandise in glass box to give a formal or class merchandise.

Arrow Store ( Brigade Road)


8.

Dressing of Mannequins :

The mannequins needs to be dressed neatly in Brigade Road store. The clothes which were put on mannequins in Brigade Road store were not ironed properly which was giving a bad look.

Arrow Store ( Brigade Road)

More attention to Fixtures and Furnitures:


9.
More attention is required on present status of furnitures and fixtures. There were scratches on table presentation of Brigade Road store.

Arrow Store ( Brigade Road)

No special demarcation for ARROW WOMENS in store :


10.
There is no special demarcation made for ARROW WOMENS merchandise in the store. By using special flooring or colour of fixture , we can easily differentiate the womens merchandise from rest of merchandise. Also only one mannequin is used in Brigade Road store.

More neatness required in merchandise stacking: The merchandise


11.
which is stacked in shelves require more attention and neatness in its stacking. The merchandise stacked in Brigade Road store in womens wear section were not neat.

Arrow Store ( Brigade Road)


12.

Lightings needs more attention:

The trial room must be properly lighted. The trial room of ARROW BRIGADE ROAD lighting has Fused Tube lights and hence needs more attention.

Arrow Store ( Brigade Road)


13.

Price point not taken into account:

While presentation of merchandise as we enter into store the price point should move up with increasing depth but this scheme was not taken care of.

STORE ENTRANCE

Minimum price point merchandise

to

Maximum price point merchandise

Suggestions for Visual Display of Brand Arrow


1. Windows Must be Exclusive to a Look:
The outer window and the inner window should not be mixed. The exclusivity of a window remains if it is differentiated from other Brand. One important suggestion for the brigade road window display is that the outer window mannequins must be separated from inner window to create an effect. This can be done with the help of partitions in the form of postures of Arrow or a white background with a LCD SCREEN can create a difference. This will also help in laying emphasis on the Brand presentation with the help ask and focus lights.( As it will prevent the light from scattering in the window.

2. Focal points need to be worked on: The entrance of the store


layout gives the first image of the store and also serves as the focal point for the store. Highly visible, high profile locations such as windows, strike-zones and cash/service areas, feature walls, tops of fixtures and end-caps are all ideal for display highlights. The products at the entrance show the Brands USP, Seasons special and also depict the theme they want to portray. Hence the focal point should be worked in such a way that it portrays everything in one go rather than confusing the customers.

3. Use of Suggestive Mannequins:

Let the mannequins suggest the which we want to portray on a particular floor. The kind of mannequins used (till bust, parts of body etc.) ,way in which mannequins are dressed and the pose of the mannequins should suggest the look of that section of merchandise as well as store.

4. More Stress on Floor, Props, cleanliness and accessories:


More stress should be put on these four parameters to create a differentiation in presentation. The store will be able to speak louder about its merchandise if these parameters are intact.

5. The furniture and free standing units should portray similar image: The furniture and F.S.U .s displayed should be properly
correlated and coordinated according to store.

6. The best selling products should be displayed in high traffic areas or multiple locations: Sales performance is directly
related to visibility and accessibility. The staples should be displayed in the major traffic area. The customers should be able to see, touch, and examine products without having to ask for assistance. The interaction between people and your products should be facilitated.

7. Stack it high and watch it fly: Display in mass best selling products
prior to the anticipated sales event. When merchandising quantity avoid overloading a fixture with product and ensure stacked items are stable. The customer should never have to struggle to remove an item from a jammed shelf/rack or be at risk of injury.

8. Negative space should be respected: The eyes need to have a place of


rest. Too much clutter in the upper 1/3 of the store will create visual noise, and obstruct site lines. Tops of floor fixtures/gondola are best at a standardized height.

9. Cardboard box should be avoided from sight: There is nothing


attractive about cardboard boxes, so its better to keep them off the retail floor and out of customer sight.

A FEW TIPS ABOUT SIGNAGE OF ARROW


The basic purpose of in-store signing is:
To provide information To provide direction To draw attention to merchandise To stimulate customer purchases

o Present signs in the retail environment in a well organized manner. o The message on signs should be simple, concise and expressed with clarity. Avoid excessive wording. o Directory signs should be clear and easily read from a distance. o Avoid visual clutter by removing unnecessary signs. o Create sign templates on a computer program like Word or Adobe PageMaker. Avoid the usage of handwritten signs. o Be consistent with color usage and the letter style (font). o Use sign holders (not tape) for a professional look. Theyre available in many shapes, sizes, colors, and finishes and are adaptable to a variety of uses. o Use the same format of sign holder within a department or display. Create a unified look with consistent placement. o Product pricing should be understandable to both customers and staff. Use shelf tags and peg-out clips to clearly mark products without price tags. o Price points for product within the same category should be standardized. For example, all prices ending in .95 , 99 or .00 o Use one standard message/sign for products grouped together on promotion or sale. For example all titles $1.99 or select clothing 50% off. o Signs, holders and all fittings should be file and stored immediately after usage to avoid damage and becoming misplaced.

BENEFITS OF VISUAL MERCHANDISE

Increased sales

It increases sales by ensuring ranges to be presented in their best possible position/adjacencies.

Reduction in average stock holding

It provides details on the display quantities required for each item, the business can smooth the inflow of goods whilst maintaining a credible presentation.

Better communications

The two-way nature of the VM means that not only can head office provide clear detailed instructions to stores, the stores themselves can feedback on-the-ground comments and advice.

Increased customer satisfaction

Customers are more likely to revisit stores where product is clearly merchandised and well stocked as well as properly displayed.

MARKET MAPPING
During my whole period of project and its stages (Be it Competitive Market Survey or Market research),I came across various relevant facts, information, findings, problems (related to market) which I jotted down and which I feel, is important for effective positioning. Market Mapping Is Done To Stream Line the Brands Presence in the Market and To Fill the Necessary Gaps It Helps Us To Identify the gaps in the market Allows high penetration Competition analysis Explore opportunities of new business

Bangalore is divided into 5 regions East Bangalore North Bangalore South Bangalore West Bangalore Central Bangalore

Findings from Market Mapping


Park avenue has got the maximum penetration in the market because of the Raymond retail shops The arrow stores included in the map are also the institutional and the spectrum stores Louis Philippe and van Heusen may not have all the exclusive stores but have a penetration through the fashion planets and trouser towns North Bangalore is a market still untouched and may have potential.

SWOT ANALYSIS
STRENGTHS

WEAKNESSES

Good Product in terms of Quality. Premium Brand image

Timely availability of stock is a problem. Visibility - marketing.

OPPORTUNITIES Smaller dealer base easier to build an emotional connect. Customers upgrading themselves.

THREATS Lost market share and customers to other brands due to late deliveries.

SUGGESTIONS
The brand should increase market presence through new stores and retail formats. INCREASE VISIBILITY o o Advertise the sub themes to create excitement. Advertising plan for merchandise which will be displayed in the ads should be formulated such that the same styles can be marked and the dealers can book more pieces for the same as costumers come asking for a specific style which they have seen in the ad. o o Product specific Advertisement is required as consumers ask for the product which they see in the advertisement. Brand image already exists. In store branding should be given priority signage, booking store window for a period.

OTHERS o The present fits in womens trousers are Svelte, Classic and Queen. Svelte is too loose at the thighs, Classic is baggy and Queen is too loose.

Recommendations
The reporting of the stores should be made more efficient. There shall be regular training plans including product training and display training for each new store staff Apart from the regular incentive scheme periodically Reward and recognitions shall be organized for sales staff to motivate them Service and the lead time for new stores need to be reduced by improving the supply chain process

LIMITATIONS OF THE RESEARCH


The Researcher encountered the following constraints while undergoing the given project: The findings in this study were based on a Survey of Major shopping clusters, markets and other competitor Stores located there. Hence care should be exercised in generalizing these findings to other geographical locations. Budgetary Constraints were a limit to the extent of market scanning of competitors, the Researchers could undertake.

The time of the project was at the end of the season when most of the retailers/brands were on sale or about to be on sale. When new season started project was about to finish. Due to the companys objection towards the instore intercept interviews and questionnaire, half of the questionnaires and interviews were conducted out of the store and some of the retailers were not very cooperative. Respondants might be baised at times . Though extensive search was made by researcher for information and data from source of secondary data but since a large part this sector is still unorganized so the researcher has to face problems in collecting data and information.

Dear Sir/Madam , I am a student of NIFT, Hyderabad. I am required to carry out a survey on Mens formal/casual wear for my academic purposes. Please cooperate with me in filling this questionnaire.

MENS FORMAL/CASUAL WEAR : GIVING COMPLETENESS TO PERSONAL IMAGE


Name Email(optional) ANNUAL INCOME (please tick) Your age:

Between 1 2lacs

Between 2 5 lacs Occupation:

Between 5 10 lacs Sex:

Above 10 lacs

1. How many times do you go to Shop for Mens formal wear? (Please tick) Once a week Once in two week Once in 3 week More than a month

2. List six brands of your choice for Mens formal wear.

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 3. Which of the three Mens formal wear brands are present in your wardrobe ? Brand 1 Brand 2 Brand 3 4. Does a brand name of Mens Formal wear influences you when you make your purchases ? (Please Tick) Yes No

5. Who are the one ,with whom you would like to go while shopping for branded Mens formal wear? (Please tick) Friends/Girl Friends Family Members Colleagues Any Other

6. Where would you like to shop for Branded mens formal wear among the places mentioned below? (Please tick) E.B.OS M.B.OS Exclusive Mens store Shopping Malls Local/Any Other

7. What are the feature(s) which attract you while you purchase premium Formal wear like shirts/ trousers for executive attire? Exclusivity Design Fabric Styles Brand Image

8. What type of fabric in Branded formal Shirts will you prefer to buy? Linen shirt Cotton shirt Polyester cotton shirt Blends Any other

9. What type of designs in Branded formal Shirts will you prefer to buy ? Solids(plain) shirt Stripes shirts Checks shirt Printed shirt Any other

10. What type of styles in Branded formal Trousers will you prefer to buy ?

Cargos

Pleated

Flat Front

Jeans

Any other

11. What type of fabrics in Branded Trousers will you prefer to buy ? Poly wools Cotton Corduroy Denims Any other

12. How much would you like to spend on the following formal/Casual wear listed below: Shirts Trouser T shirts Suits Below Rs.500 Below Rs.750 Below Rs 250 Rs1000-Rs5000 Rs. 500-Rs 1000 Rs.750-Rs.1200 Rs 250-Rs 500 Rs5000-Rs10000 Rs. 1000-Rs2000 Rs.1200-Rs.1700 Rs 500-Rs1000 Rs10000-Rs15000 Above Rs. 2000 Above Rs.1700 Above Rs1000 Above Rs 15000

13. Which brands visual merchandise presentation you liked most ?

14. Which brands fit you like most in formal wear category ? Shirts Trousers Any comments or feedback: * * * * * THANK YOU * * * * *

BIBLIOGRAPHY

Web Sites: www.RenaissanceApparels.com www.Renaissancepulse.com www.lee.com www.leeapparel.com www.colorplus.com www.raymond.com www.vanheusen.com www.louisphillipe.com www.willslifestyle.com www.chennaionline.com/fashion www.levi.com

www.levisrtauss.com www.economictimes.com www.google.com(images) www.wikipedia.com

Journals/magazines: Market Research: Boyd and Stach Market research: G.C Beri IMAGES BOF IMAGES RETAIL

Resource Centre/Libraries: National Resource Centre, NIFT, Bangalore