MADHURA GARMENTS

Who we are
Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one
of Indias fastest growing branded apparel companies and a premium
lifestyle player in the retail sector. After consolidating its market
leadership with its own brands, it introduced premier international
labels, enabling Indian consumers to buy the most prestigious global
fashionwear and accessories within the country.
The companys brand portfolio includes product lines that range from
affordable and mass-market to luxurious, high-end style and cater to
every age group, from children and youth to men and women. Madura
Fashion & Lifestyle is defined by its brands Louis Philippe, Van
Heusen, Allen Solly, Peter England and People that personify style,
attitude, luxury and comfort.
Madura Fashion & Lifestyle reaches its discerning customers through
an exclusive network comprising 1,599 stores, covering 2.2 million sq ft
of retail space, and is present in more than 1,500 premium multi-brand
stores and 320+ departmental stores.
The company's lifestyle store, The Collective, offers a unique blend of
global fashions, international trends and innovative customer services,
to customers in Bangalore, Mumbai, Delhi, Delhi NCR, Chandigarh,
Pune and Chennai.
Planet Fashion, the multi-brand, apparel-retailing arm of Madura
Fashion & Lifestyle, housing the company's in-house and other brands,
is the largest chain of stores of its kind in India.
Madura Fashion & Lifestyle marked its foray into the luxury mono brand
business in India by launching the quintessential British men's luxury
clothing and accessories brand Hackett London through a joint venture

with the UK firm.

Recently, the company launched Trendin.com, a one-stop shopping
destination for the style conscious. As the official online store
showcasing the widest range of merchandise from Louis Philippe, Van
Heusen, Allen Solly, Peter England and People, Trendin.com caters to
both men and women. With the best talent in the fields of design,
manufacturing and product development, Trendin.com brings
contemporary, chic, fashion forward sensibility at price points that work
with every budget.
Each of the companys brands has an integrated Design Department,
which is constantly at work on innovating designs, concepts and
products by incorporating the latest international trends in fashion and
clothing styles.
Madura Fashion & Lifestyle, an IT and web-enabled organisation, is the
first-ever apparel company to have successfully implemented the ERP
SAP system. It is also the first company globally to integrate Retek ERP
with SAP ERP.
Always at the cutting edge of fashion and innovation, Madura Fashion &
Lifestyle has for over a decade now sourced technology, fabrics and
garments globally. Madura Fashion & Lifestyle is a global supplier for
premium international brands such as Esprit, SOliver, MONOPRIX.
Madura Fashion & Lifestyle harnesses the power of young, driven
professionals from the countrys best professional institutes and
companies. For years now, empowered and motivated employees have
propelled Madura Fashion & Lifestyle towards achieving quality,
customer service, design and brand equity comparable to the best
worldwide.
Madura Fashion & Lifestyle has ISO/IEC 27001:2005 accreditation with
periodic internal audits. It's manufacturing division recently became the
first apparel manufacturing unit to win one of India's most prestigious
quality excellence award, the Ramkrishna Bajaj National Quality award,
instituted jointly by the Indian Merchants Chamber and the house of
Bajaj.
Madura Fashion & Lifestyle sources only from factories that are
compliant with the Factory Act, and each factory is independently
audited by the International Textile Services (ITS) and Socit Gnrale
de Surveillance (SGS) for international clients such as Louis Philippe,

Marks & Spencer and Van Heusen.

Madura Fashion & Lifestyle is one of the fastest growing branded
apparel companies, recording a blistering growth rate of over 25 per
cent year-on-year.

Management team
Pranab Barua, Business Director Apparel & Retail
Ashish Dikshit, CEO Madura F&L
S Visvanathan, Chief Financial Officer Textiles & Apparel
Neeraj Pal Singh, Chief Information Officer Apparel & Retail
Chandrashekhar Chavan, Chief People Officer Apparel
Anurag Srivastava, Corporate Head Strategy & Business
Excellence (Apparel & Retail)
Executive Committee
Jacob John, Brand Head Louis Philippe
Vinay Bhopatkar, Brand Head Van Heusen
Sooraj Bhat, Brand Head Allen Solly
Kedar Apshankar , COO Peter England
R Satyajit, COO International Brands and New Businesses
Puneet Kumar Malik, Head Trade Sales Planet Fashion &
Branded Export
Swaminathan R, Head Supply Chain & Sourcing
Vikas Agarwal, Head Commercial
Mohana Sundaram, Head Controller
Dr Naresh Tyagi, Head Product Development & Quality
Assurance
R Parthasarathy, Head Retail Business Development
Lal Sudhakaran, Head Manufacturing & MGE

BRANDS OF MADHURA GARMENTS

Louis Philippe
Van Heusen
Allen Solly
Peter England
People
Planet Fashion
The Collective

ROLE AND RESPONSINILITIES OF VISUAL MERCHANDISER

IN MADHURA GARMENTS
Visual merchandising is the activity and profession of developing the floor plans and threedimensional displays in order to maximise sales.
Both goods or services can be displayed to highlight their features and benefits. The purpose of
such visual merchandising is to attract, engage, and motivate the customer towards making a
purchase.
Visual merchandising commonly occurs in retail spaces such as retail stores and trade shows.

Typical work activities

Day to day activities will vary depending on the employer and on the level of visual merchandising work
being undertaken. Visual merchandisers working at higher levels can be based within head office teams,
with regional teams, or at larger or flagship stores.
Activities typically include:

liaising with teams such as buying, design and marketing to create design themes and plans,

often months in advance, including window and in-store displays, signage and pricing concepts;
conducting research on current and future trends in design and lifestyle, and associated target

market features;
meeting with business, sales managers and retail managers to discuss sales strategies;

identifying and sourcing props, fabrics, hardware and lighting;

maintaining a budget and negotiating with suppliers of visual materials;

working with architectural features of stores to maximise the available space;

using artistic skills or computer-aided design (CAD) packages, such as AutoCAD, Mockshop or

Adobe Creative Suite, to create visuals and plans;

if head office based, creating visual merchandising packs to communicate visual guidelines

including layout principles, visual dressings and signage;

visiting braches to coach in-store visual merchandising or sales teams to interpret the guidelines

and training them in the execution of the visual concept;

assembling or dismantling visual displays in windows or in-store;

carrying out 'comp (comparison) shops' to maintain awareness of other retailers' visual
merchandising concepts;
leading and motivating teams to complete displays to tight deadlines;
seeking feedback from colleagues and customers on the visual impact of displays and

implementing changes.
Potential candidates should ensure they understand the difference between visual merchandising, retail
merchandising and shop-floor merchandising. The latter two are concerned with volumes and allocation
of stock and its location and functional arrangement on the shop floor, rather than the visual and creative
impact it makes. There are interfaces between the roles and teams may work closely together to achieve
maximum sales and profitability.

Focal Point: Product

The chief rule for effective visual merchandising is to focus on the product. Everything in your
displays should be there to enhance the central item for sale. You can use more than one product in
a display, but avoid too many varied items, which create a chaotic effect. Use related articles to tie
the display together. For example, an interesting display could be assembled using a variety of
fishing poles their consistent shapes can be creatively arranged to attract the eye. Augment the
arrangement with fishing-related products, such as tackle boxes and colorful flies. Ensure the main
product, however, is emphasized in some way.

Maximize Design
Implement design elements in your merchandising with the effective use of merchandising rules
involving form, balance, patterns, textures and scale. For instance, look at your display area as if it
were a blank canvas. Create a compelling visual design using a textured background behind the
balanced placement of 3D products. Place the featured product in the foreground. By thinking of
product placement as a whole, you can position various design components to achieve dimension
and depth, which is more engaging than a flat presentation.

Incorporate Lighting
A prominent merchandising rule concerns lighting. Properly illuminating your displays provides a
beacon to customers and draws attention to the featured product. You can use accent lighting as a
product spotlight or to create a soft, ambient effect. For example, perch a product on a tall cylinder
and direct a centralized ray of bright overhead light to bring awareness to the item. This effect can
create in the product the perception of importance and inherent value.

Use Color and Graphics

Employing color advantageously is a key visual merchandising rule. Incorporate appealing colors to
engender specific display dynamics. For instance, red can impel people to take action, such as
making purchases. Strategically placing it as a spot color, you use it to feature sale items or as an
attention-getting attribute in a black-and-white display. Group together items with various shades of
the same color, such as blue, and prominently place a specific product of a contrasting color, such
as bright yellow or orange. Use black in artful ways to ground your display or add depth. Clear
signage is necessary in merchandising, providing important information such as price, but dont
allow signs to detract from the displays affect. Appropriate photography and other graphics can be
potent as long as they dont overpower the product.

Tap Into Emotion

Emotional appeal is an essential rule of visual merchandising. It directs you to pull forth specific
feelings or desires from people, impelling them to buy. Create dynamic displays of agreeably priced
items with high profit margins, and utilize action colors such as red or orange, coupled with lighting
to attract the eye. Build a gorgeous exhibit using placement, color and lighting to feature one highend item, with the express intent of placing in your customers minds the phrase, I want that.

Stick with Retail Standards

A fundamental visual merchandising decree demands adherence to retail standards. Originality can
be powerful but only to the degree that windows, displays and other aspects of your store are always
in good repair and clean. Retail standards dictate that empty boxes be stored off the sales floor,
windows and doors are sparkling clean and fallen signs are replaced. Visual merchandising offering
the most impact is fresh, treating customers to a variety of new experiences when they visit your
store, so update displays regularly.

Floor Plan and Layout

Using the mental image of how you envision your space, begin to evaluate your floor plan and
layout. The front of the store should feature your best-selling products showcased in displays or on
fixtures that enable customers to closely view or touch the items. Does your floor plan furnish you
the ability to install displays that wont block visitors view of the rest of the store? If you plan to
incorporate a refreshment kiosk, study your layout to find the location that will be attractive enough
to draw people farther into the store, yet wont block sales merchandising efforts.

Prime Selling Location

Determine what you will display in prime selling locations, such as to the right of the entry and along
the right side of paths most traveled by shoppers, considering that people seem to have a tendency
to move to the right upon entering a store. For example, it might be beneficial to place in these
choice sales spots a display of clearance items or perhaps some high-end merchandise. Think about
point-of-purchase displays -- what type of merchandising will be most advantageous near the
payment area, another prime selling location.

Product Positioning
Utilize the psychology of product placement. Shoppers generally look first at eye level for the items
they need, so you may decide to place at that level inventory with high profit margins. Your plan can
encompass where to display bright or shiny packaging or objects, which, as suggested by Envirosell,
Inc., people automatically slow down to inspect. Give some thought to the product placement in
window displays -- a highly visible location for eliciting sales -- as well as to the placement of in-store
signage.

Traffic Flow
Include in your merchandising plan an assessment of traffic movement within the store. The plan
should allow for a way to avoid clutter, such as employing storage areas off the main floor. People
using strollers or wheelchairs should be able to comfortably maneuver through the aisles or displays.

Your plan may offer the option of altering the layout with additional partitions or modular dividers to
augment customer movement, enabling shoppers to spend more time at each display.

ROLE OF RETAIL MERCHANDISER

Retail merchandising is the process used in order to conduct retail sales. As part of the process, the
merchandiser pays close attention to the types of products offered for sale, how to best present
those products to consumers, and determining what is a reasonable retail price for each unit sold.
While retailers have traditionally engaged in the task of retail merchandising in a physical location,
the Internet has now made it possible to apply these same basic principles in a virtual setting.
The first important step in retail merchandising is establishing working relationships with
manufacturers who will provide the goods or services that are ultimately sold by the retailer. This
type of retail buying involves determining what products will be carried in the retail establishment,
negotiating the unit price that will be charged by the manufacturer, and arranging for the delivery of
those goods. Depending on the number of units the retailer can afford to purchase at a given time, it
may be relatively easy to obtain a discounted unit price, making it easier for the retailer to be
competitive in the local marketplace.

Basis of Retail Merchandising in Madhura Garments

Product and merchandising management is key activity in the management of retail

business.

The primary function of the retailing is to sell Merchandise.

One of the most strategic aspects of the retail business is to decide the merchandise mix and
quantity to be purchased .

Merchandising can be termed as the planning, buying and the selling of merchandising

Retail Merchandise Management in Madhura Garments

The analysis, planning, acquisition, handling and control of merchandise investments of a

retail operation.
Analysis: because retailers must be able to correctly identify their customers before they can
ascertain consumer desires and their needs/requirements for making a good buying
decision.

Planning is important because merchandise to be sold in the future must be bought now.

Acquisitions because the merchandise needs to be procured from others, either distributors
or manufactures

Factors Affecting the Merchandising Function

Merchandising Management System

Merchandise Buying

Buying Process
Some considerations:

Manufacturer versus Wholesaler as vendor

Determine suitability of product - quality, colors, durability, etc.

Determine suitability of Distribution - available, order time, consistency, etc.

Price

Promotional support

Service support

Methods of Retail Merchandise Planning

Merchandise Ordering

Traditional Purchase Order System (often adversarial relationship)

Quick Response System - uses computer technology (partnership of vendor and
retailer)

Electronic Data Interchange - technology connecting retailer and vendor in a

quick response system

Just-in-Time Delivery Systems - Reduces inventory requirements

Direct Store Delivery (DSD) - no warehouse; vendor delivers directly to store

Merchandise Handling

Stocking of merchandise can be at store or at warehouse

In either case, receiving function must inspect, verify and log in deliveries and
compare to vendor invoice

Price marking of product must be performed, if required