Footwear design and

development institute

ANNUAL INTERNSHIP
REPORT

SUBMITTED TO MR. D KOTHARI

SUBMITTED BY NANCY
PG RFM 13
 ACKNOWLEDGMENT
Firstly I would like to thank my HOD MR.
DEVENDRA KOTHARI at FDDI, Noida for
giving me opportunity to do internship in retail
sector.
I would like to thank BHUMIKA SINGH, Human
Resource Manager at SAMARTH LIFESTYLE, for
giving me the opportunity to do internship in
Retail Operations at ICONIC INFINITE
FASHION.
I would like to thank MR. PIYUSH SHARMA,
Store Manager, MR. SACHIN VERMA,
Department Manager of KIDS SECTION, for
helping, guiding and teaching me a lot about the
Retail Operations during the Internship.
Lastly, I would also like to thank all the Staff
Members of ICONIC INFINITE FASHION for
helping me in my learning process.
 V-Mart retail limited
V-Mart is a complete family fashion store that provides
its customers true value for their money.

We offer our customers a great shopping experience

each time they visit V-Mart store by offering a vast
range of products under one roof. Maintaining high
standards in quality and design, V-Mart offers fashion
garments at down-to-earth prices and over a period of
time has emerged as the destination of choice for
bargain hunters and the fashionable alike.

We primarily operate in tier II & tier III cities with the

chain of “Value Retail” departmental stores. Our stores
cater to the needs of the entire family altogether by
offering apparels, general merchandise and kirana
goods.
“Price Less Fashion” is the main motto through which
we believe in providing the latest trends to the upwardly
mobile Indians at the best possible price.

We have 228 stores across 178 cities in 17 states and

union territories, with a total retail area of 1.5 Million
sq. ft (1894106 Sq. Ft.). Our stores are located in prime
states/cities such as Bihar, Chandigarh, Gujarat,
Haryana, Jammu and Kashmir, Madhya Pradesh,
Assam, New Delhi, Punjab, Rajasthan, Uttarakhand and
Uttar Pradesh. We are among the pioneers in setting up
modern ambiance stores or large retail malls across
various small towns and cities like including Sultanpur,
Ujjain, Motihari and more.

First incorporated as Varin Commercial Private Limited

under the Companies Act in 2002 in West Bengal. Then
in 2003, we opened our maiden store in Ahmedabad
(Gujarat).

In the Year 2004 we have opened our first store in

capital city, New Delhi. Further in 2006 we have
crossed 1 lac sq.ft. retail space and subsequently
renamed to V-Mart Retail Private Limited.

In the year of 2008, we hit the base by registering V-

Mart Retail as a public limited entity and also crossed
the turnover of 1,000 million INR As the time passes by
we took the shape of a renowned family brand that
caters the needs of whole family by offering high
quality retail products. Along with growing customers,
we achieved a turnover of over INR 2,000 million in
2011-12 In the Year 2012 we have crossed the retail
space of 5 lac Sq. Ft.

VISION OF V-MART

Create value and make our ecosystem proud.

MISSION OF V-MART

Care for customer aspirations, discover and nurture

talent, sustained ethical growth for stakeholders and
harness vendor relationships.
BRAND OWNED BY
LALIT AGARWAL

“Price Less Fashion”

ICONIC
The journey of Iconic began in 2013 with an
ambitious goal to make fashion accessible.
Backed by grass root understanding of the
retail industry in India, they bring some of the
choicest brands under a single roof that cater to
the needs of the affluent consumer whilst
maintaining the value and pride of the
international brands that they have on board.
They have growing a portfolio of domestic and
International brands through dedicated retail
outlets at premium locations across India. In
just few years, they have grown from 8 brands
to more than 130 brands of which 80+ are
international brands. Iconic stores offer
luxuriant and contemporary shopping vibe
across all their 17 stores in cities like “Delhi,
Gurgaon, Noida, Bangalore, Hyderabad,
Ahmedabad, Bhubaneswar, Jaipur, Udaipur and
many more.”
 IT’S A MULTI-
BRAND STORE
 ICONIC IN-HOUSE BRANDS:

MEN’S BRAND:
o HARSAM
o BRUUN & STENGADE
o ANTONY MORATO
o LINDBERGH

WOMEN’S BRAND:
o ZOELLA
o ROOTED

COSMETIC’S BRAND:
o PAESE

FOOTWEAR’S BRAND:
o BUGATTI
 BEST SELLER’S BRANDS:

MEN’S BRAND:
 SELECTED
 ONLY&SONS
 JACK&JONES

WOMEN’S BRAND:
 VERO MODA
 ONLY

 FUTURE GROUP’S BRAND:

MEN’S BRAND:
o CELIO

WOMEN’S BRAND:
o COVER STORY
 ARVIND’S BRAND:

MEN’S BRAND:
o US POLO
o ED HARDY
o GAP
o TOMMY HILFIGER
o ARROW SPORT
o AEROPOSTAL
o TRUE BLUE

WOMEN’S BRAND:
o GAP
o AEROPOSTAL

OTHER BRANDS:
 MEN’S BRAND:
o LEVIS
o CALVIN KLEIN
o PEPE JEANS
o PUMA

WOMEN’S BRAND:
o LABEL
o UNITED COLOURS OF BENETON
o FABALLEY
o INDYA

ACCESSORIES’S BRAND:
o PRO CARE
o NEW ERA
o GUESS
o PEPE JEANS
o BOSA
o EMPORIO ARMANI
 o PRADA
o BVLGARI ROMA
o BURRBERRY
o RAY-BON
o VERSACE

ICONIC KIDS

Iconic Kids carries with them a reputation for

quality, safety and innovation in providing
products for babies to young children. With
their stores present in DELHI NCR, JAIPUR,
UDAIPUR, GANGANAGAR, AHEMDABAD,
HYDERABAD and many more, they are
passionate about their commitment to offering
customers a multi-brand shopping environment
under one roof through large format retail
stores, so that parents can meet the needs and
aspirations for their children easily. Their aim is
to build Iconic Kids into India’s leading
specialist retailer of parenting and children’s
products, developing innovative and exciting
own-brand products under Iconic Kids along
with world renowned brands.
ICONIC IN-HOUSE BRAND:

o ELLE KIDS
o BUTTERFLY BLUSH
o BLUE GIRAFFE

ARVIND’S BRAND:
o TOMMY HILFIGER
o GAP
o US POLO

FUTURE GROUP’S BRAND:

o A LITTLE FABLE

OTHER’S BRAND:
o PEPE JEANS
o UNITED COLOURS OF BENETTON
o MINI KLUB
o CHICCO

ACCESSORIES BRAND:
o STOL’N
o HAPPY SOCKS

SWOT ANALYSIS

STRENGTH

 PRODUCT FOR EVERYONE: There

are multiple brands in the store that it has
something for everyone as they deal in
men’s wear, ladies wear and kids wear.

 STORE IMAGE: It positions itself as a

high-end value store which targets the
premium as well as lifestyle brand segment.

 PRIVATE LABELS:  In addition to

selling premium brands like TOMMY
HILFIGER, VERO MODA AND SELECTED,
Iconic infinite fashion also has their own
labels in almost all categories. Some of their
 popular private label brands include
ANTONY MORATO, LINDBERGH, BLUE
GIRAFFE, ZOELLA.

These private labels have been successful in

making customers familiar with the name
Iconic and also improved brand recall.

 PHYSICAL EVIDENCE OF
STORES-  The service has very good
physical evidence of the store. Whenever
customers walk into the store, they will get
the open minded feeling instead of feeling
cramped like they do in other showrooms.
Iconic uses a wide and deep store layout so
that customers would love to walk around
the store while picking up and trying out
their favourite designs.

 EMPLOYEES: All the employees are

highly motivated and enthusiastic to work
 effectively and provide good services to the
customers in the store.

WEAKNESS
 LOW SAFETY STOCK – The stocks
which are fast moving rarely have a safety
buffer behind it. Low inventory is kept as a
strategy to keep customers walking into the
stores to check out the latest items. But it
also means that if a particular design is a hit
with the customers, it won’t reach its
potential because there is no safety stock or
buffer for this design.

 PRICING: The clothing and other

merchandise are priced at a premium and
the brand may not be affordable to the
masses. This makes them focus more on the
higher income segment.

 LOW PENETRATION IN
ECONOMY SEGMENTS: It has a
brand of high value and thus it has always
 been a preferred choice of the higher
income groups.

OPPORTUNITY
 FASHION CHANGES:  No trend stays
for too long. This means that clothes grow
out of fashion sooner and customer tends to
shop more often ensuring that their clothes
are in vogue with the latest fashion. This is
an opportunity for the store.

 LOCATION: It can give a strong

competitive advantage to other retail stores.
Location decisions can have a big impact on
costs and revenue. Some factors to be
considered while selecting the location are
visibility of the store, Ease of traffic flow,
Amenities available in that area.
 THREAT

 COMPETITION: This is by far the

biggest threat for Iconic. As it’s a MBO
(Multi Brand Store) the other brands
like Tommy Hilfiger, Calvin Klein,
VeroModa are the competitors of their
In house brands like Blue Giraffe,
Antony Morato, Zoella.

 LOCATION: The store is at the

corner of the mall beside the washroom
which is not properly visible to the
customers.
IDENTIFICATION
AND ANALYSIS OF
THE PROBLEM

 LOCATION: location is the major

issue of the store as it has premium
brands and most of the customers
who visit in the store are masses.

 COMMUNICATION BARRIER:
Lacking confidence is a great
communication barrier and is faces
by many employees when they
interact with the foreign customers
who visit to the store.
 CONFLICT AMONG STAFFS:
Conflict occurs between two
individual or group of people when
both the parties cannot achieve their
goals as they compete among
themselves or if there is some
disagreement between them.

 LIMITED STOCK: It is a critical

problem for every retailer and Iconic
too. They do not have enough stock
for replenishment of articles on the
floor. They just have two- three
pieces of one size of a Merchandise.
It impacts the loss of sale as well as
customers.

 BILLING ISSUES: They have only

one-two cashiers available in the
store where two cash areas are
there.
IMPLEMENTATIONS
OF THE KEY ISSUES
 LOCATION: Good location is the
key element for attracting customers
to the outlet. A well located store
makes supply and distribution
easier. Locations can help to change
customer’s buying habits.

So the store location should be easily

accessible to the common people
using public transport.
 COMMUNICATION BARRIER:
In order to remove hindrances in
the way of communication the
employees should have good
communication skills so that they
can communicate with the
customers well. It will also
improve their confidence level.

 Conflict among staffs: As a

store manager he should figure
out what’s the matter of problem
or disagreement between the
employees or encourage them to
resolve the problem among
themselves as sometimes reacting
to every workers complaint may
actually heighten the drama and
make the situation worse.
 Limited stock: Retailers and
manufacturers suffer huge losses
every year because of empty
shelves and disappointed
customers. In Oder to tackle the
problem, it is essential for
retailers and suppliers to
coordinate their procedures and
information sharing.

 BILLING ISSUES: They should

hire more cashiers in the store at
the billing section so that
customers need not to wait for
long.
STUDY OF CHOOSEN
AREA
KIDS SECTION
I brand – Blue giraffe
 I had to interact with the customers and
giving advice to them in making fashion
decisions.
 Had to provide customer service and
efficiently resolving their issues
regarding purchases.
 Had to sell the Merchandise and
complete day- to- day target of the
brand.
 Had to gain all the knowledge and
information regarding own brand and
other brands as well.
 Had to take care of all the store
operation activities like merchandise,
their pilling and folding, dusting,
Merchandise display.
 Had to do Global Counting of
Merchandise once in a week to keep
update regarding the stock availability.


 Had to take care of replenishment of the
stock on the floor as to provide articles
to the customers whenever they need.

 Had to do RTV (Return To Vendor) of

the articles time to time when they are
not selling on the floor.

 Had to focus on the KPI’s (Key

Performance Indicator) and to improve
it.

 Had to do individual sales as well for my

learning and I was not bounded to do
sales of Blue Giraffe only.
 LEARNINGS/
RESULT ACHIEVED
 I have learned how to interact with
customers and to influence them in
making purchase decision.
 The store operation activities like
stacking and folding, pilling, dusting.
 Visual merchandising activities like
displaying the articles in a way that it
attracts the customers, dressing
mannequins.
 Ziffy of the hanging merchandise.
 Global counting of the Merchandise.
 Billing procedures.
 Get knowledge about the KPI’s (Key
Performance Indicator) SOP (Store
Operating Procedures) of the store.
 CONCLUSION

I learned a lot about how the retail

operations are executed from the
Managers everyday task to merchandise
presentation and customer handling on
floor as well as on customer service
desk. This learning was a life time
experience, which will surely help me in
future.

Initially it was difficult to understand

the brands, their presentation, sale and
different issues of customers but I
Gradually learned how to handle all
these activities. I learned to be confident
with my work so that management take
my ideas seriously.
Thank you