COMPARISON OF WOMAN APPAREL BETWEEN

UNLIMITED & RELIANCE TRENDS

Project Report
Submitted for the course: Retail Managemant

By

Sahithi Kantheti

Slot : G2

NAME OF FACULTY: Dr. Siva kumar

(VITBS)

November,2016
From the given Categories we selected Women Fashion wear. We choose Unlimited &
reliance trends retail Fashion stores for the comparison. In that We selected 2 Varieties -
Kurtis from ethnic wear & Jeans from western wear. The reasons for selecting these 2 stores
are , They are located in the same area and are of Same price ranged stores.

Store location and hours:

Unlimited Reliance trends
location in terms of convenience and distance from the target market
The store is located on the main road , The store is located on the main road ,
the foot fall is high so the women will be the foot fall is high so the women will be
more often attracted to it. more often attracted to it.
Store hours
10.30 am to 10 pm 11 am to 9.30 pm
Are the hours or location limiting one of the stores ?
These timings are convenient for all and As they are closing early compared to
even the location is very certain and unlimited it may act as a disadvantage.
appropriate. Besides this location is appropriate.

Category role in the store:

Unlimited Reliance trends
How important is the category to the overall store in terms of percentage of
the total store sales, what is the role of the category in the store?
12 -13% 17 - 20%
How much space is devoted to the category in terms of total square feet,
linear shelf feet, and as a percent of the total store selling space?
Total mall - 3000 sq ft Total mall - 2300 sq ft
Kurti - 250 sq ft (8.4% of whole mall Kurti - 150 sq ft (6.5% of whole mall
space) space)
Jeans - 150 sq ft (5% of whole mall Jeans - 75 - 100 sq ft( 3.26 % of whole
space) mall space)

Assortment:
Unlimited
What is breadth of the assortment?
Considered assortment :- Kurtis , Jeans
How many different brands?
Kurtis:- Karigari , Acrahi , Nayans
Jeans :- Cherokee
How many different products for each brand?
Karigari :- Kurti , Churidars , dupatta ,
leggings.
Acrahi :- Short kurti , dupatta , pattiyala.
Reliance trends
Considered assortment :- Kurtis , Jeans
Kurtis : -avaasa , Fig , Rio
Jeans :- Fusion
Avaasa :- Kurtis, Churidars, Salwars,
Skirts, Dupatta
Fig:- Kurti , Churidars , dupatta ,
 Nayans:- Only kurtis leggings
Cherokee:- Jeans , western tops. Rio:- Only kurti & leggings.
Fusion:- all western wear.
How many different SKUs for each product?
Kurtis: - 14 Kurtis:- 9
Jeans:- 8 Jeans:- 7
Which brands are featured?
Karigari Avaasa
What is the depth of each SKU ?
14-16 8-10
How much additional inventory is kept in the back room?
500 units of different SKU's 150-200 SKU's

New items and discontinued items:

Unlimited Reliance trends
How often are new items introduced and older items discontinued?
New items:- According to seasons i.e., New items:- based on seasons ,
for every 3 months. Occasions
Older Items :- same 3 months. Older Items :- Never. The older products
will be set on high discounts and made
them to sold out.

Sales velocity:
Unlimited Reliance trends
What is their inventory turn of the category?
Kurtis :- Monthly twice Kurtis:- Monthly thrice
Jeans: - Monthly once Jeans:- Monthly twice
How does that compare with other categories carried by the store?
Approximately same for all categories Approximately same for all categories
besides accessories besides accessories
How frequently do units sell?
Kurtis:- On average 20-25 per day Kurtis:- On average 18-20 per day
Jeans:- on average 30 per month Jeans:- On average 35 per month
Which items are the big sellers for the category?
Ethnic wear Western wear
How is the amount of shelf space determined for products?
Based on the previous sales of Based on the previous sales of
different categories different categories
Are fast movers given more shelf space than slow movers?
Yes, fast movers are given more shelf Equally distributed
space compared to slow movers
Ordering and deliveries:
Unlimited Reliance trends
How often is inventory ordered?
Twice a month Thrice a month
How often are deliveries of inventory received by the store?
Within a week Within 3-5 days
How is inventory received, and from where, and where does it go once it
reaches the store?
Arrives in a case pack or bulk through Arrives in a case pack or bulk through
distribution channel ( SRS transports ) distribution channel From Bangalore &
From Bangalore , The arrangements will Chennai. The arrangements will be made
be made according to the stock. according to the stock.

Seasonality:
Unlimited
To what extent does seasonality affect the category? Are most of the sales
in December?
As considered categories are kurti and
jeans they are not effected by
seasonality because they are minimum
wardrobe essentials in any season.
No, Most of the sales are in October &
January as its is diwali & pongal time
Reliance trends
As considered categories are kurti and
jeans they are not effected by
seasonality because they are minimum
wardrobe essentials in any season.
Yes , Most of the sales are in December
as there will be an end of the season sale.

Promotions:
Unlimited Reliance trends
How much of the category is sold on promotion as opposed to regular
price?
None. None. Because considered None. because considered categories are
categories are kurtis and jeans they are kurtis and jeans they are sold based on
sold based on experienced comfort and experienced comfort and satisfaction of
satisfaction of customers besides customers besides promotions.
promotions.
How are promotions planned and executed?
They are planned by centralised They are planned by centralised as well
marketing committee. as local marketing committee based on
the sales.

Pricing:
Unlimited Reliance trends
What is the price range of the store relative to other store formats?
Average Average.
What are the average margins?
599 for kurtis 499 to 599 for kurtis
999 for jeans 1299 to 1599 for jeans
Does the store work with mark-down allowances? How are the markdowns
used?
No. Yes. they work on mark-down
allowances. to sell out the stocks which is
remained after the completion of seasons.

Personnel and sales staff:

Unlimited Reliance trends
What is the average experience level of the personnel?
2 and half years. 2 years to 5 years.
Are there licenses or other factors that affect personnel?
Yes. Yes.
How are the salespeople compensated ?
Salary and incentives when they Salary , festival bonus and even
reached the target set by the incentives.
centralised committee.

Multi-channel presence:
Unlimited
Does the store use other channels or does it rely solely on its brick and
mortar presence?
They only use direct marketing like
holdings, newspaper adds, direct
SMS, pamphlets , phone calls , emails
and etc.,
Reliance trends
Yes. they do use internet and direct
marketing they have their own website
which displays all its new arrivals and
also offers. direct marketing includes
holdings , newspaper adds , direct sms ,
pamphlets , phone calls etc.,

Effectiveness:
Unlimited
How does each store appear to be doing?
Its performance is very high, it seems
to reach higher targets than expected.
Is there are strong future for the category in the format, or does it seem
like a bleak future?
There is a strong future for both the
categories.
Reliance trends
As it is a new store it is in initial stage.
It takes some time to be notified by the
target market but being a well
established retail brand all over india it
will have a bright future eventually.
There is a strong future for both the
categories.
Planning:

Unlimited Reliance trends

When did the promotion planning begin?
At the starting of financial year Depending up on the seasonal sales (
depending upon the previous year end of the sales season , before
sales. 3 Months before the launch of starting of occasional seasons )
promotion.
Who made the decisions in the planning?
Centralized managers Centralized as well as local managers
What are the objectives of the promotion?
To achieve the target fixed To make customers aware of what
collections are going to be offered for that
season
How were the products selected that are being promoted?
On the basis of old stock left & as Highlights of season ( Ethnic for
well as new arrivals festivals, cotton sales for summer etc.,)
Based on the store location and culture
they select the products ( in Hyderabad
they focus mostly on western compared
to Vellore )
To what degree are the suppliers participating in the promotion, and what
form is their participation?
No participation No participation
What are the pricing incentives being used?
They are much aware of it because of Confidential They are not willing to
centralized networks. reveal it.

Buying:
Unlimited Reliance trends
How much extra inventory is being purchased for the promotion?
Nil Nil
How far in advance does the buying occur?
Based on the stock levels and Generally trends order the stock one
completion of the present stock. month before but in Vellore they buy
after the completion of the stock.
What type of forecasting method(s) are used to assist in the buying?
Depending up on the sales of Depending upon the seasons they buy
particular product in past 3-6 months. and change their stock
Merchandising:
Unlimited
How is the promotion being executed in the store?
Word of mouth by the sales persons
as well as banners in front of the
store indicating the offers.
Are featured products in multiple locations?
Yes ( As Kurti & Jeans are basic outfits)
What sort of signage is being used?
Persuasive signage ( as it influences
customers through convincing
language or attractive imagery. )
Reliance trends
Word of mouth by the sales persons and
decorating the store with offer tags
hanging on different products & Brands.
Yes ( As Kurti & Jeans are basic outfits )
Informational signage ( It is easy for
customers to find what they came in
for , The more likely there are to rely
on that convenience in the future

Communication:
Unlimited Reliance trends
What media are being used to communicate the promotion?
SMS SMS , Mails , Phone calls ,
pamphlets.
When were the media buys made, and who made them? When do the ads
run?
That is completely in hands of Both centralized & local managers
centralized marketing managers. discuss depending up on the
upcoming season sales.
To what degree is co-operative advertising used?
There is no co operative advertising There is no co operative advertising
being used. being used.
What other marketing is being used (e.g: radio promotion, circulars, web site)?
ATL ( above the line ) , BTL (below TV , News papers , Digital Marketing
the line ). (Video advertisements before You
tube Videos , Face book , Social
networking sites.)
How is the promotion being communicated to employees, and do the
employees understand the promotion?
Centralized marketing committee
Centralized marketing managers give
send the mails to every employ the information regarding to the
describing the promotions. the local promotions to the local managers and
managers also explains it clearly by he coveys that to the employees
arranging meetings in the store. adding his own Ideas too.
What is the staffing level for the promotion period (i.e., is it greater than
normal)?
Staffing level remains same for both Staffing level remains same for both
promotional and non promotional periods promotional and non promotional periods
Measurement:
Unlimited Reliance trends
How will the success of the promotion be determined? What are the
specific metrics?
Comparing the sales before promotion They analyze the rate of sales in
and after promotion. The Exact different time periods ( season sales )
metrics used here is Cost of sales to and compare that with the total sales
revenue ratio. of the financial year. so that they
identify the peak time of sales due to
promotion. The exact Metrics used
here is Time spent selling.
Which is more preferable at the end of the promotion, to have excess
inventory or to have items out of stock?
To have Items out of stock. To have Items out of stock.

Customer traffic flow:

a) In each store, first watch how people move through the store. Do they
follow similar paths?
Are they attracted by certain displays or areas of the stores?
Is the traffic flow efficient?

Unlimited Reliance Trends MAX

The store is located on The store is located on The store is located in

chittor to Vellore highway
segregating the paths with
divider. It is a one stop
family shopping mall.
Even though it is a one
stop family shopping mall
due to the prolonged
divider the people on the
other side of divider finds
it difficult to access the
store.
the designing of the
display is not much
attractive due to small
entrance.
Traffic flow is effective as
the store is located in the
complex with renowned
brands like dominos, etc.,
chittor to Vellore highway
segregating the paths with
divider. it is a one stop
family shopping mall.
Even though it has
prolonged divider the
footfall towards the store
is highway as the store is
well recognized.
It is a complete free
standing store and
everything is well
organized and displayed.
As mentioned, it is a well
recognized store all over
India, people show
interest and come
specifically to shop here,
this sorts the problem of
traffic flow.
officers line which is a
strip of numerous
shopping malls. so, many
people visit store, as it has
enhancing quality of one
stop family shopping with
fusion of trends.
Yes, the store has
attractive glass display
showcasing about the
available offers and new
trends at the entrance of
the store which is visible
to the people whoever
passes along the street and
grabs their attention.
Yes, as mentioned the
footfall is very high in
every season which results
in achieving their targets.
b) compare how crowded each store is. Are the aisles wider in one store
versus the other? Do customers get in each others way?
Unlimited Reliance Trends MAX

The store is not at all
crowded. The
management mentioned
that the crowd is
depending upon the
season.
The aisles are
moderately wider. The
customers don't get into
each others way as it is
not that congested.
The store is moderately
crowded. compared to
unlimited the store has
more crowd but less than
MAX.
The aisles are highly
wider. The customers
don't get into each others
way as it is spacious.
The store is highly
crowded.
Compared to both
Reliance Trends and
unlimited it has more
crowd. the aisles are
closer to each other
compared to other two
stores.
Yes, the customers get
into each others as it is
congested.

c) Are all the stores equally accessible to people with disabilities?

Do they have: automatic doors, ramps, handicapped accessible
restrooms, water fountains, fitting rooms (if applicable), checkout
counters?
Are displays accessible to people in wheelchairs? If needed, is Braille
used? Hearing devices?

Unlimited Reliance Trends MAX

No, the store is not at No, the store is not at No, the store is not at
all accessible to all accessible to all accessible to
people with people with people with
disabilities. disabilities. disabilities.

They do have fitting They do have fitting They do have

rooms and checkout
centers.
No, they are not
accessible to people
in wheelchairs and no
usage of Braille and
hearing devices.
rooms and checkout
centers.
No, they are not
accessible to people
in wheelchairs and no
usage of Braille and
hearing devices.
automatic doors,
fitting rooms and
checkout centers.
No, they are not
accessible to people
in wheelchairs and no
usage of Braille and
hearing devices.
d) Were there patterns in the ways that customers behaved? Were certain
stores better than others? What would you recommend if you were a
consultant?

yes, customers behave in some common patterns like they shop more only during
offers, special occasions(like festivals), their own reasons(birthdays,
anniversaries).shopaholics come to stores when they are bored and buy without any
specific reason.

When we compare the three stores, we feel that each store has its own advantage and
disadvantages depending upon their location, store ambience, brands, accessibility,
seasonal promotions & sales. they are appropriate with what they are at present even
though they have minute mistakes.

We recommend MAX Store as it possess wide variety in each category which are
budget friendly for all classes. they always have attractive offers which is the other
main reason to recommend.

e) Could the stores you visited use e-commerce to improve in these three
areas?
Already two of the stores(MAX & Reliance Trends) are using ecommerce and the other store
i.e, Unlimited also can use e-commerce to increase its sales and goodwill but they are highly
interested in retailing at present. But in future may be 5 years they are willing to work on e-
commerce expansion of store.
Images Of the two stores