KHADIMS MERCHANDISING

FOOTWEAR /ACESSORIES
- What is the process of designing in detail
Range architecture is the structure of your products, sub-brands and price points. A
well designed range architecture will help your customers pick the right product at the
right price.
-Designing Start with RANGE ARCHITECTURE Sales team provide us with the range
architecture. Which is done on the study of Historical sales Data and market demand
and forecast of the product in MARKETE
-It actually gives the idea of no of articles in each category and also the price
range of those lines.
-After getting this range architecture all the previous products are reviewed and
some articles are discontinued on the basis of their movement.
-provide by sales team for the particulars season either SPRING SUMMER
AUTUMN WINTER/MARRIAGE
Range architecture FORMAT
 Shoe Line Building Process

Building the perfect shoe line involves asking questions such as-
-Which type of shoe or season. winter or summer
-colors trends
-Who is the customer. Who will buy it
-Price Ranges ETC
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 Shoe Line Building Process

MARKET RESERCH - As per the requirement we do a market research. What are the
ne
- and upcoming trends, colours, material, trims of the particular season that we
are working on with that we also keep in mind what is our

After the research we arrange designs as per the MC with the specification sheet,
handover to the specific vendors for development. Target market.
 Shoe Line Building Process
-Trend Analysis & Fashion Forecast.
-Scanning International markets for recent trends & projects.
(sing pore/Malaysia /Bangkok /china for international exposure collect the sample and concept. Develop it as per our market )
-Range building /sample collection /Market Survey.
-pick up samples from competitors like BATA/LIBERTY/METRO
-Aggregating the market or mass retailing.
-Typically the merchandise mixes is similar to those of the competitors
and street fashion

-
 Shoe Line Building Process

-Collect the new material/ sole/ trim etc from Global Footwear Market china,(its world
biggest market for footwear and accessories material. )
-we buy the material and make the sample for shoe line .once get finalise we directly
source from china factory (cost effective and quality)
 Shoe Line Building Process

-After collecting all the material /sole /last /sample /trim /design handover to the
supplier as per vendor mapping and capacity
-in form of paper collection we give development to the supplier
Shoe Line Building Process

SELECTIONSTION DESIGN
-Conduct the shoe line as per pre schedule date. Its basically the display of the
product to the sales team
-As per Range architecture.
sales team select the required samples from there and if any changes is needed
that is mentioned over there.
MENS-SKU BRANDWISE/ GENDER WISE/MRP WISE/ IDEAL LINE/ASP
LADIES-SKU BRANDWISE/ GENDER WISE/MRP WISE/ IDEAL LINE/ASP
LADIES-SKU BRANDWISE/ GENDER WISE/MRP WISE/ IDEAL LINE/ASP
CHILDRENS-SKU BRANDWISE/ GENDER WISE/MRP WISE/ IDEAL LINE/ASP
MERCHANDISE PICS LADIES/GENTS/KIDS
MENS-MC WISE LAST 3 YEARS SALES COMPARISION
LADIES-MC WISE LAST 3 YEARS SALES COMPARISION
CHILDRENS-MC WISE LAST 3 YEARS SALES COMPARISION
MARGIN
Target margin given by commercial to the costing as well
merchandisers.
CATEGORY WISE/ MC WISE/ MRP WISE-
CURRENT AUDIENCE-
For instance in Khadims we have a caption IN STEPS WITH EVERY INDIAN It seems we are
targeting all age group customer .Mass customer of us 2 tier 3 tier cities
AGE GROUP-TEEN AGE TO
EARNING-MANAGER LEVEL AND BELOW

FASHIONS to COMFORTABLITY
We have a wide range for different size group and category as family brand. Such as……………

CHILDRENS:- BONITO, KHADIMS, ADRIANNA ( Specially for fashionable girls )

LADIES :- KHADIMS, CLEO, SHARON, SOFT TOUCH, WAVES,PRO

GENTS:- KHADIMS, LAZARD, BRITISH WALKER, TURK, SOFT TOUCH, WASH N WEAR

-Over all PRO is a brand which is common for all and use for the footwear of sports category.
- Every brand name of us create a image in our customer’s mind.
- Soft Touch is for comfortable wear , British Walker is for men’s office wear, Bonito is for kids .
sub brands having their USP and AGE GROUP
At the time of development we have to keep this brand distinction in mind to meet the
customer requirement. -
 TARGET AUDIENCE
-To the NEXT GENERATION /CORORATE/YOUNG/ENTHUSISTIC/TEEN AGERS
- Target to switch new customer from the major footwear player like BATA/METRO to
provide similar type of merchandise in LESSER PRICE
-Concentrate on contemporary more trendy collection for the youth in all aspects
-Middle class /upper middle class
-target to metro cities customer(Mumbai/delhi)
-UPPER MIDDLE CLASS/
TARGET CUSTOMER SPORTS SHOES

-80 percent of India's sportswear market is dominated by the "Big Four" global
players (Adidas, Reebok, Nike and Puma), with others such as Under Armour, Fila
and Lotto, domestic multi-brand sportswear retailers like Planet Sports and Royal
Sporting House, and emerging local players, RELAXO
-As now these days this category very much in demanding as the people more
conscious about fitness.
- OUR SPORTS Collection very much potential to switch customer from
NIKE/PUMA/ADIDAS /RELAXO and can get exponential growth in this category
-We are working on this category in depth (technology) like others brand
--we are changing our display in store
-try to provide comfort up to SKETCHERS

-
SPORTS SHOE PANEL
Price Range Determined
-Price point planning is important!
Price is only one of the selection factors in a consumer’s decision to buy a product

It is based on whether the consumer perceives it is worth the value of it costs.

(perceived utility)

This value / price relationship is key to the process of pricing items to sell at retail.
Perceive value of product /target margin/Historical data
A good buyer is one that can satisfy margin policy while remain customer
oriented.
Size ranges – across men, women, children for Khadims vs other brands?

KID'S/BOY'S/GIRL'S
UK/INDIA EURO

3 19
4 20 WOMEN'S MEN'S
5 21.5
6 23 UK/INDIA EURO UK/INDIA EURO
7 24 3 36 5 39
8 25.5 4 37 6 40
9 27 5 38 7 41
10 28 6 39 8 42
11 29 7 40 9 43
12 30.5 8 41 10 44
13 32 9 42 11 45
1 33 10 43 12 46
2 34
3 35.5
4 37
5 38
Bata is increasing focus on women's & youth collection

To counter this we are also focused on the women's as well youth collection with
similar platform having similar looks but lesser in MRP

Lunched CELEBRITY COLLECTION Men's as well Ladies

More design from import with good finishing

Working on contemporary collection to attract youth and women's

We endorse our brands from BOLYWOOD CELEBRITIES &cricketers with all young
collection .
-
How comfortable are the shoes? How much focus do we give to
comfort?

 For comfort we have two brands in our range

 SOFTOUCH and BRITISH WALKER
 SOFTOUCH – those who needs comfort in low price we are having this
 MRP -699 TO 1499 (ladies in full leather 1499)
 British walker
 Shoes with sophisticated profile and easy going attitude made for those who
believes in paying for premium comfort.
 with a unique formula of style and comfort in product, with an elegance that
cannot unnoticed.
 Shoes are characterized by having a shock absorbing cushioning on the inside of
the shoes to protect the heel at impact and using premium leather.
 How much focus do we give to comfort
we are working to provide comfort at every price point of our MERCHANDISE
High Quality leather upper
Soft skin fit/ leather lining
Padded Socks with arch support
Polyurethane or thermoplastic rubber soles

shoes features bounce back-comfortable high density energy return

moulded foot pad pad precisely placed at heel point of impact.

Action -
-SUPREME IS CROSS LINK FOAM LEADING MANUFACTURING COMPANY
-WE DEVELOP CROSS LINK AND PU FOAM SPECIALY FOR OUR BRAND -
-INCREASE COMFORT AND BOUNCE BACK TECHNOLOGY
-
How much focus do we give to comfort
THIS EXERCISE WE HAVE STARTED TO KEEP OUR MERCHANDISE TO NEXT LEVEL TO
COMPETE WITH OTHER BRANDS
IN SPORTS-SKETCHERS
IN MENS FORMAL –HUSH PUPPIIES/CLARKS/BATA
IN LADIES –SCHOLL/HP/BATA
FOLLOWING COMPONENTS WE ARE PLAN TO USE IN ALL PRODUCTS FOR COMFORT ASPECT-
1. Pu - acupressure footbed.
2. PU foam - 80 density - H-sole of sheela.
3. PU foam- 80 density - Memory foam of sheela.
4.PU foam - 90 density - I-sole of sheela.
5 . crosslink foam 'FBG-KH' of supreme.
ACCESSORIES
o Volume, Value, ASP – FY 16, FY17, FY18, FY19, FY20P
o Break up of sales by MC - FY 16, FY17, FY18, FY19, FY20P
No. of SKUs across MCs
No. of Vendors; Volume and value sales/
vendor
No. of Vendors; Volume and value sales/ vendor
View on Sreeleathers products and pricing?