FASHION

MERCHANDISING
Aarohi Mehra
Akshay Garg
Sudeep Kaur
Vaishali Batra
 SHOPPERS
TOP
An Indian Retailing Company promoted by the K Raheja Corp Group

Started in the year 1991

First store was launched in Andheri, Mumbai, selling only menswear

Women’s apparel was introduced in the year 1992

In2008, Shoppers Stop repositioned and reinvented as a bridge to luxury

brand with the unveiling of the new logo and tagline, "START SOMETHING
NEW“

In 2016, Shoppers Stop operations expanded to 82 stores in 38 cities

 BREADTH & DEPTH
Shopper’s Stop caters to Men, Women and Kids. They offer a variety of products for
each category like clothing, footwear, accessories and home furnishings.

MENSWEAR WOMENSWEAR

 CASUALWEAR & ACTIVEWEAR: T-shirts,  CASUALWEAR

Shirts, Jeans, Chinos, Shorts, Track Pants
 FORMALWEAR: Formal Shirts, Trousers, Suits,
Blazers
 WESTERN: T-shirts, Blouses, Jeans, Chinos, Palazzos,
Culottes, Jackets, Shrugs, Skirts, Shorts, Jeggings,
Dresses
 ETHNIC: Kurtas, Leggings, Dupattas, Suit Sets,
Salwars, Palazzos

 ACCESSORIES: Watches, Wallets, Belts, Ties,  FORMALWEAR: Shirts, Trousers, Blazers, Dresses,
Sunglasses, Pocket Squares Skirts

 FOOTWEAR: Sport Shoes, Casual Shoes,
Formal Shoes, Flip-Flops
 INNERWEAR: Briefs, Trunks, Boxers, Vests
 FOOTWEAR: Sandals, Flip Flops, Heels, Shoes
 INNERWEAR: Brassiere, Panties, Camisoles, Bralets,
Shapers

*Though most of the brands offer aforementioned categories in their respective

segments but there are a few exceptions. Example- Sanaa offers only Kurtas for
Women.
 PRICE RANGE
INDIAN WEAR- WOMEN
BRAND PRICE POINTS
HAUTE CURRY 999 - 3999
W 599 - 2299
GLOBAL DESI 1299 - 4499
KASHISH 799 - 4599
BIBA 399 - 5995
SANAA 999 - 1299
AURELIA BY W 299 - 2999
IMARA 1399 - 2999
INSENSE 1399 - 1899

LOWEST PRICE POINTS HIGHEST PRICE POINTS

 WESTERN WEAR -
BRAND WOMEN
PRICE POINTS - UPPER
WEAR
PRICE POINTS -
BOTTOM WEAR
AND 1499 - 4499 1699 - 2999
ELLE 699 - 2499 1499 - 2299
LEVI'S 999 - 4099 1999 - 4699
FRATINI WOMAN 699 - 3999 1899 - 2999
LOWEST
PRICE
109F 899 - 5599 1199 - 2899 POINTS
GIPSY 1395 - 2495 1695 - 1795
VAN HUESEN 1495 - 3995 1395 - 2195
HIGHES
ELLIZA DONATEIN 199 - 3699 1399 - 1999
T PRICE
STOP 499 - 2299 499 - 1599 POINTS
RS BY ROCKY STAR 999 - 2499 999 - 1899
PARK AVENUE 1099 - 4999 1699 - 2699
KRAUS 799 - 1499 1095 - 1895
WILLS LIFESTYLE 1599 - 4999 1999 - 2799
AUSTIN REED 5850 - 16,000 6400- 8,000
ONER 299 - 4499 -
LATIN QUARTERS 400 - 2690 1390 - 1650
ZINK 1395 - 1595 1595 - 1695
 MENSWEAR
BRAND PRICE POINTS - UPPER PRICE POINTS - BOTTOM
WEAR WEAR
WILLS LIFESTYLE 1499 - 2999 1899 2999
CALVIN KLEIN 1800 – 22,699 2800 - 14,399
STOP 399 - 3599 899 - 3499
REEBOK 899 - 1799 1199 - 3099
ADIDAS 1099 – 18,999 1299 - 799
NIKE 1095 – 16,995 1195 - 6495
UCB 699 - 4099 1799 - 4099
VETTORIO FRATINI 599 - 1999 1399 - 2499
LEE 1799 - 2999 2099 - 3999
PUMA 1099 - 2499 1299 - 1999
WRANGLER 2295 - 3695 1995 - 3895
ED HARDY 999 - 3499 2099 - 3899
BEING HUMAN 699 - 2699 1699 - 4299
LIFE 499 - 1599 899 - 1999

LOWEST PRICE HIGHEST PRICE

POINTS POINTS
 BRANDS PRICE POINTS - UPPER PRICE POINTS - BOTTOM
WEAR WEAR

BAY ISLAND 699 - 2199 1599 - 2299

BLACKBERRYS 1395 – 12,995 1695 – 12,995
FLYING MACHINE 699 - 1999 1599 - 2799
CELIO 799 - 5999 1999 - 3499
U.S. POLO ASSN. 499 - 3299 999 - 3499
WROGN 799 - 2399 2199 - 3199
LEVIS 899 - 3690 1999 - 4690
ARROW 799 - 5999 1799 - 2999
LOUIS PHILIPPE 799 - 3299 1999 - 3499
PARK AVENUE 899 – 13,999 1999 - 2499

Psychological Pricing – Shopper’s Stop follows the strategy of psychological

pricing, as all the price points end with 90, 95 or 99.
Premium Pricing – They follow a premium pricing strategy wherein high
quality products are made available at premium prices.
Bundle Pricing – They also offer bundle price offers under some of their
private brands for ‘basics’.
 EXCLUSIVITY
Shoppers stop offers exclusivity in terms of private labels and other brands
which are available only at shoppers stop. These include:
o Stop
o Life
o Kashish
o Elliza Donatein
o Haute Curry
o Vettorio Fratini
o Sanaa

STOP
The oldest and strongest of the private brands
Caters to all customer segments. The
collection is recently revised and the quality of
the products have been worked upon to keep
up with the other brands in the market. The
price lines, in comparison to the other national
and international brands, is comparatively
lower which makes it a good competitor.
 Life
It caters to the youth segment and is available
both in men’s wear and women’s wear. It is
mostly stocked up with casual wear clothing.

Kashish
It is a premium ethnic women’s wear private
brand. Its main competition is with BIBA. The
quality that Kashish provides is at par with BIBA
and W and at lower prices.

Elliza Donatein
It is an exclusive brand for women casual and
formal wear.

Haute Curry
Insense, a private brand of Shoppers Stop for
women fusion wear has been rebranded as
Haute Curry after revising the whole collection.
The brand has a large product breadth. It has
an affordable price range which makes it a
successful brand.
 Vettorio Fratini
It is a premium private brand which focuses on men formal wear. It is one of
the latest launches of Shoppers Stop.

Sanaa
Sanaa by Shoppers Stop is an ethnic casual women’s wear brand. The price
lines are low and it mostly stocks up separates rather than a full 3 piece
garment.

Fratini Women
Femina Flaunt is now being re-launched as Fratini Women and the collection
focuses on just women formal wear. It gives competition to brands such as
Park Avenue, Van Huesen in terms of prices and styles.
 EXCLUSIVE BRANDS
WROGN

Wrogn, a men’s wear casual brand launched by Virat Kohli, is exclusively

available in Shoppers Stop stores. The brand brings the face value of Virat
Kohli which is a huge selling point .

ROCKY STAR

‘RS by Rocky Star’ is a collection designed for men and women who are
fashion conscious and are always on a look out for new styles. The collection
features stylish, trendy everyday pieces that are not heavy on the pocket.
 Austin Reed
Austin Reed, a London based premier label, has
exclusively tied-up with Shoppers Stop. The label offers
a broad spectrum of menswear and women’s wear
including formal tailoring and suits, relaxed casuals and
leisurewear accessories and special occasion wear.
 MAIL ORDER
 Shoppers Stop’s products are available at www.shoppersstop.com

 Shoppers Stop provides a considerate discount on online shopping on a

minimum expenditure amount

 They offer 15% discount on the first purchase after registering online

 They deliver internationally as well

 Shoppers Stop keeps the customers updated about their collection

launches and any new offers through newsletters

 An extra 5% discount is given on online shopping to the First Citizen

customers on End of Season Sale
 SERVICES
 First Citizen is one of the significant programs of Shoppers’ Stop. Special priority is given
to the members like
 Separate billing desk
 Customer service desk
 Free parking
 Regular updates
 Home delivery of altered merchandise
 Exclusive previews
 Outside-store benefits
 Invitation to exclusive events etc.
 Free Wi-Fi
 Water dispenser along with disposable glasses inside the store
 E-gift vouchers
 Gift cards
 CRM initiatives
 FASHION LEADERSHIP
 AND is the highest selling brand in Women’s Western Wear

W is leading in Women’s Ethnic Wear

 STOPis the leading and highest selling brand private brand in women’s
western apparel

 Louis
Phillipe and Van Heusen are the leading brands in Men’s
Formalwear whereas STOP is the least selling in this category

 United
Colours of Benetton is the best selling brand in the Casualwear
category whereas Rocky Star is the least selling one

 Vettorio
Fratini is the leading and highest selling in-house brand in
Menswear category.
 STP
SEGMENTATION

 Geographic - They have divided the overall market into homogeneous groups on the basis
of their locations across India
 Demographic - Segmenting by Income and Expenditure patterns, Age and Gender is done
 Psychographic – Division of population into groups possessing similar characteristics,
values and lifestyle is done. They cater to people having a good standard of living
generally belonging to upper and middle class.

TARGETING

 They target on serving many needs of a particular customer.

 Their target is mainly the upper middle class and upper class group of the society.

POSITIONING

 It positions itself as a premium retail outlet in India

 It serves as a complete family store
 PROMOTIONS
ADVERTISING

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 PROMOTIONS
 GIFT VOUCHERS – Promote them as a gifting item

 FESTIVE OFFERS – Offering discounts during

festival seasons

 CONTESTS – Lucky draws, highest shoppers etc.

 SALES – They host a semi-annual discount sale

twice a year at the end of each season
 NATIONAL VS. EXCLUSIVES

MENSWEAR
CATEGORY NO. OF BRANDS PERCENTAGE
NATIONAL 25 83.33%
EXCLUSIVES:

PRIVATE BRANDS 3 10%

EXCLUSIVELY AVAILABLE 2 6.67%

AT SS
TOTAL 30 100%

 STOP contributes the least in terms of sales even though it has the
maximum area in comparison with other formalwear brands
 LIFE contributes the maximum in terms of sales amongst the exclusives
i.e. INR 3 lakhs a month even though the merchandise value is around INR
18 lakhs
 Rocky star is a fairly new brand which was added only 3 months ago with
a sales contribution of only INR 1-1.5 lakhs a month
 WOMENSWEAR
CATEGORY NO. OF BRANDS PERCENTAGE

NATIONAL 19 70.3%

EXCLUSIVES:

 EXCLUSIVELY 1 3.8%
AVAILABLE AT SS
 PRIVATE BRANDS 7 25.9%

TOTAL 27 100%
 DOLLAR PLAN - WOMENSWEAR
AVERAGE EXPECTE PROPOSED
AVERAGE MERCHAN D AVERAGE
MONTHLY DISE AVERAGE MERCHAN
EXPECTED
SALES (in VALUE (in MONTHLY DISE
GROWTH
lakhs) lakhs) SALES (in VALUE (in STOCK TO
RATE
BRAND lakhs) lakhs) SALES
(YEAR (YEAR RATIO
(YEAR –
2015 – 2015 – (YEAR (YEAR
2016)
SEPTEMB SEPTEMBE 2016 – 2016 –
ER) R) SEPTEMB SEPTEMBE
ER) R)

W 7 15 25% 8.75 18.75

BIBA 5 12 25% 6.25 15

KASHISH 5 10 15% 5.75 11.5

AURELIA
4 7 25% 5 8.75
by W

IMAARA 3 6 25% 3.75 7.5

AND 10 17 25% 12.5 21.25

HAUTE
4 10 15% 4.60 11.5
CURRY

STOP 7 12 15% 8.05 13.8

Growth Rate of Private labels is 15% and 20 – 25% for others.
 DOLLAR PLAN - MENSWEAR
PROPOSE
AVERAGE EXPECTED D
AVERAGE
MERCHAN AVERAGE AVERAGE
MONTHLY
DISE EXPECTED MONTHLY MERCHAN
SALES (in
VALUE (in GROWTH SALES (in DISE
lakhs) STOCK TO
lakhs) RATE lakhs) VALUE (in
BRAND SALES
lakhs)
(YEAR RATIO
(YEAR (YEAR – (YEAR
2015 –
2015 – 2016) 2016 – (YEAR
SEPTEMBE
SEPTEMBE SEPTEMBE 2016 –
R)
R) R) SEPTEMBE
R)
VAN 6 9 20% 7.2 10.80 1.5
HEUSEN
LP - 5.5 8 20% 6.6 9.6 1.45
FORMAL
STOP 2 14 12.5% 2.75 15.75 5.72
PARK 10 17 20% 12 20.4 1.7
AVENUE
WILLS 3.5 12 20% 4.2 14.4 3.43
LIFESTYLLE
USPA 9.5 17 20% 11.4 20.4 1.79
BLACKBERR 8 20 20% 9.6 24 2.5
Y’S
VETTORIO 3 8 15% 3.45 9.2 2.67
 PROPOSE
AVERAGE EXPECTED D
AVERAGE
MERCHAN AVERAGE AVERAGE
MONTHLY
DISE EXPECTED MONTHLY MERCHAN
SALES (in
VALUE (in GROWTH SALES (in DISE
lakhs) STOCK TO
lakhs) RATE lakhs) VALUE (in
BRAND SALES
lakhs)
(YEAR RATIO
(YEAR (YEAR – (YEAR
2015 –
2015 – 2016) 2016 – (YEAR
SEPTEMBE
SEPTEMBE SEPTEMBE 2016 –
R)
R) R) SEPTEMBE
R)
USPA 7 12 20% 8.4 14.4 1.71
COLOR 2.5 10 10% 2.75 11 4
PLUS
LIFE 3 18 15% 3.45 20.7 6
LEVI’S 10 30 20% 12 36 3
ROCKY 1.5 12 15% 1.725 13.8 8
STAR
UCB 12 18.5 20% 14.4 22.2 1.54
JACK & 4 15 15% 4.6 17.25 3.75
JONES
BEING 3 15 20% 3.6 18 5
HUMAN
CELIO 5.5 25 15% 6.325 28.75 4.54
• Growth rate for National Brands is 20% whereas for Jack & Jones, Celio and
Color Plus, a lesser growth rate has been taken into account due to Brand
Loyalty, and High Stock to Sales Ratio respectively.
• Growth Rate for Exclusives is 15% whereas for STOP, it is lesser because
they have recently re-worked on the quality and price points of the product.

NOTE – The above mentioned data pertains to an average month when there
are no discounts offered and no festivities/occasions affect the sales. The next
five months may experience fluctuation of 10-15% in the monthly sales and
total merchandise value due to Discount Sales and Festivities.
THANK YOU