Study of Fashion Retailer

Submitted to Prof. Jagriti Mishra

Submitted by Kushal Manish Lovely Neha Snehil Tejashwini

• John Bissell, the founder of Fabindia worked

as a buyer for Macy’s New York till 1958 after
which he joined Ford Foundation, New Delhi to develop India’s export potential in it’s emerging in textile industry.

• In India he discovered the village based
industries with a profusion of skills hidden from the world. So with the focus on providing equitable employment to traditional artisans and an Indian experience to the foreign buyer and he started Fabindia in 1960. • Fabindia is a “for profit” company with social motives. • For 15 years Fabindia was into exporting to western countries.

Nepal and Italy and sources from 40. • Presently it has about 141 stores cross India. • In 90s during economic boom.000 artisans (17 community owned companies setup by Fabindia) • The company is now headed by John Bissell’s son Willam Bissell. the response increased drastically and they expanded their business in metros. . one store each in Dubai.CORPORATE HISTORY CONTD… • In 1976 they open their first retail outlet in Greater Kailash. • In 2004 they introduced organic segment wherein they procured things directly from the farmers. • In early 80s they introduced garments made of block printed handlooms fabrics. • Now Fabindia is planning to setup stores in tier 2 and tier 3 cities. New Delhi when they realized the untapped market in India among the upper and higher middle class people.

store keepers Store manager Merchandiser Training Sales executives Asst.ORGANISATIONAL STRUCTURE Managing Director Market Groups Business Groups Garment Head Organic Head Home Head Support Groups North-East head West Head South Head Finance Zone Manager 1 Zone Manager 2 Zone Manager 3 Product manager for category 1 Product manager for category 2 Product manager for category 3 HR and Communica tion Logistics and Administration Buyer and Merchandiser Software Technology Store keeper and asst. Sales executive/ helper Dispatchers /helpers MD’s Office .


Majority of customers include Foreigners. Youth. Even today it exports to 33 countries worldwide. the company focused on exports.TARGET CUSTOMER • International Buyers : From it’s inception for 15 years. Young professionals and Higher middle class category. . • Retail : When they entered domestic market in 1976. they targeted the higher and the upper middle class people.

they are standalone store which have all product lines sold by the brand. 2. 3. Medium store format : The location of the store in on the busy street of the cities and might not include all product lines. . Large store format : The location of the store in on the high end street.STORE FORMATS Fabindia has 3 store formats depending on the location : 1. Small store formats : The location of the store is the mall and they have specific product line for sales.

Standalone stores like Sasha in Kolkalta. Khaddar and Good thing are have their own exclusive outlets and also sell through multi-brand stores. Store like W. Ants in Bangalore could pose challenge by expanding as they have been doing quite well for a while. . • Organized retailers like khadi gram udyog outlets and cottage industries emporiums across the country . Sadhana in Udaipur. • Unorganized retailer like those in Delhi Haat located in south Delhi. The product mix is similar to Fabindia and also have backing from government.COMPETITION Fabindia has competitor from organized and unorganized retail sector. Law Garden in Ahemdabad etc.

Home Furnishing : Fabindia is the first retailer in “India to provide complete home solution”. This line contributes up to 70% of the revenue generated. Block printed fabrics with natural dyes and soft colors. They are fine tuned balance between tradition and modernity. curtain fabric. . Kalamkari. Khadi. men and kids made in Handloom. ready -made curtain and bed linens. The furniture are of wood and metal which go very well with over theme of natural products. This range includes upholstery.MARKETING MIX PRODUCT LINE Fabindia’s Products range includes : Garments : This range has garments for women.

conditioners etc and Ready to eat food like dry fruits. Jewelry :The range showcases the wealth of Indian jewellery-making tradition They are available in 3 styles : Anusuya . Ananya .the trendy and causal range.Organic products : They launched this line in 2004 and it includes Body care products like soaps. honey etc. cereals.the classical style. .the unusual and contemporary Amna . shampoos.

access to raw material and production co-ordination. Product are made as per the order by the artisans.SUPPLY CHAIN OF PRODUCTS Oder is placed to the rural artisans without written contracts on trust and verbal commitment. • Fabindia has about 40.000 artisans who supply products. quality control. they have a unique supply chain. • Fabindia works closely with artisans by providing various inputs including design. • The rate of rejection on products is very low keeping the ethic in mind. Payment is made to the artisans with 15 days from the delivery • With their unique model and ideology. .

830 to Rs.• PRICE : Garments Home Furnishing Organic products • Men’s wear : Rs 490 to Rs. 660 to Rs. 60 to Rs. 225 to Rs. 1250 • Ready to eat : Rs. 1800 • Women’s wear : Rs. 1530 • Bed linens : Rs. 300 for 200gm Jewelry • Rs 390 to Rs 1530 . 2430 • Body care products : Rs. 2000 • Kids’ wear : • Curtains : Rs 390 to Rs.

activities etc. • However to make the customer aware of the store locations they use mobile marketing.PROMOTION • Fabindia believes “A delighted customer is our best brand ambassador” • The promotion is done through word of mouth by the customer. • Fabindia has about 70% loyal customers. advertising in the newspapers. • Fabindia is in news almost every month because of their achievements. .

PLACE • They have stores in all metro and capital cities. • Apart from India they have one each store in Dubai. . Italy and Nepal.

FIXTURES STRAIGHT RACK • It consists of a long pipe suspended from supports going to the floor or attached to a wall. • It can hold a lot of apparel so all the customer can see is a sleeve or a pant leg easily. .

ROUNDER • Round fixture that sits on a pedestal. • Its hold a maximum amount of merchandise. • Its easy to move from one place to another place • It is also known as a bulk fixture or capacity fixture .

• All merchandise on an arm must be of similar style and color .FOUR-WAY FIXTURE: • It has two crossbars that sit perpendicular to each other on a pedestal. • It is hold a large amount of merchandise and allow the customers to view the entire garment.

• Folded apparel can be efficiently displayed on gondolas . sheets. • Gondolas are also found displaying towels. and house wears in retail store.GONDOLAS: • They are extremely versatile.


They have a unique versatile range of products. • Every year there is an increase in sales.000). • Another unique feature the company has is the social responsibility since its inception.CONCLUSION • • • • It has it’s presence in 6 countries with 141 stores. bearing in mind the market requirement. . The stores constantly upgrades in terms of design and color. • 70% of the customers are loyal. They work majorly with rural artisans (40.