Lifestyle is a part of Landmark group, a Dubai-based retail and hospitality conglomerate.

It began its operations in India in the year 1999 with its first store in Chennai

Currently there are 44 Lifestyle stores all over India.

Positioned as a trendy, youthful and vibrant store, Lifestyle offers consumers the latest in fashion and
lifestyle in an enjoyable shopping experience.

Footfall(Weekdays) 3500-5000
Footfall(Weekend) 10000-13000
Conversion rate 8% approx
Warehouse location Bangalore
SPSF Rs 26
ATS Rs 2500
Max is a division of Lifestyle International Private Ltd

Founded in 1973 in with its first store in Bahrain

It has pioneered the concept of ‘value fashion’ in the country, thereby offering the discerning
shopper a vast choice with international fashion & quality. 

It offers apparel, footwear & accessories that are of the latest fashion trends at a great price,
making it affordable to many.

Footfall(Weekdays) 600
Footfall(Weekend) 1500
Conversion rate 23% approx
Warehouse location Kochi
ATS Rs 1100
Product
1 Target Market 1 Target Market
 Age: 5-35 Years  Age: 5-35 Years
 Target group is fashion savvy,  Target group: contemporary middle
have a growing disposable income class family, young working couples
and looks for latest trends in & also caters to teenagers & college
fashion. students who look for latest trends in
fashion at affordable prices.

2 Private labels 2 Private labels

 Mainly had branded products but
few private labels also present like
Melange, Code, Fame Forever
etc.
 Max India is has all private label
except Peter England in Men’s
apparel section under Formal wear
and __ under woman’s traditional
wear.

3 Assortment 3 Assortment
 SKUs: 75000  SKUs: 32000
 Breadth was greater than Max  Breadth was lesser than Lifestyle
India  More consistent in terms of Depth
 :All the products were displayed  Because of heavy use of private
as per brands. label, the products are arranged as
per price range.
Product
4 Impulse Buying
 Little emphasis was given on
impulse buying
 Main products near cash counters
were women’s jewelry on women’s
section on the adjacent wall and no
products were displayed near cash
counters on men’s floor
4 Impulse Buying
 Max India had well displayed
products near cash counters on both
women’s and men’s floor like stuff
toys, belts, hats and heavy
discounted apparels were kept in
large sized
Product
5 Planogram
 Planogram is updated 4 times a
year according to the seasons
(AWSS).
 Due to the presence of large
number of brands, high shelves
were not used and brand names
were displayed on the walls.
5 Planogram
 Planogram is updated 4 times a
year according to the seasons
(AWSS)
 High shelves were used to display
product categories
Place
1 Size 1 Size
• 35000 sqft including two floors: • 10000 sqft including both the
one for women and other for floors: one for men and other for
men. women
• This does not include area for
home centre

2 Location 2 Location
• Hilite mall, Ground and first • Hilite mall, First and second floor
floor
Place
3 Planning & Circulation
• Hybrid of Race track and
Grid
• Escalators within the store
to hop between different
floors
• Space to sit
3 Planning & Circulation
• Hybrid of Race track and
Grid
• Stairs to hop between
different floors
• No space to sit
Place
4 Storefront & Entrance
• Façade: very wide entrance
• Entrance: No door, Sensor to
track footfall
• Windows: Well maintained,
changes every 15 days
5 Merchandise Display
• Fixtures: Gondala
• Positioning of Merchandise:
Less congested
4 Storefront & Entrance
• Façade: Narrow entrance
• Entrance: Automatic Glass door,
Manual tracking of footfall
• Windows: Not much to display,
changes once a month
5 Merchandise Display
• Fixtures:
• Positioning of Merchandise:
little congested
Product
6 Materials and finishes
• Interior Walls & ceiling: Brand
specific décor gave SIS feel
• Floor: Shinning tiles
7 Music
• Light English music in the
background
8 Lighting
• Bright lighting
6 Materials and finishes
• Interior Walls & Ceiling: Same
across all categories
• Floor: Normal square tiles
7 Music
• Bollywood hindi songs
8 Lighting
• Normal Lighting
People
1 Service
• Friendly, person greets you right at the entrance
• Sales staff themselves approach customers and
try to know and help what the customer is
looking for
1 Service
• Salesperson are involved in their work of
putting things back into place and don’t
voluntarily approach the customers to help.
• Some salesperson were not comfortable in
English or Hindi

2 Knowledge
• They suggested product alternatives if a
particular product wasn’t available, had good
knowledge of the offerings of all the brands and
hence acted as fashion consultants
2 Knowledge
• Sales person just confirmed that the product
isn’t there and went and did not try to suggest
any alternatives

3 HR 3 HR

• Recruitment is done with the help of HR • Starting salary is around 9k with 1k rupees
• Starting salary for a salesperson is around 8k hike after one year.
with an yearly hike on the basis of performance. • Get leave easily.
• The salary of brand specific staff was different • 33 employees overall.
for every brand.
• 60 on roll salesperson.
People
4 Training
• Same 10-15 days of training to all the
employees w.r.t all the brands , about grooming
standard, customer service levels.
4 Training
• Different levels of employees were given
trainings for different duration, some for 1
month and some for 3 months. Taught store
and product knowledge.
Communication
1 Displays
Number of mannequin displaying
latest trends and designs. Wall
Designs and Brand displays are
done by each Brand.
2 Product Arrangements
Neat and perfectly balanced
number of SKUs in many displays
but similar stuffing in franchise and
private labels. Different planogram
for SSAW
1 Displays
Few mannequins to display their
products. Only one Brand except max
i.e. Peter England but the
arrangement and decoration is done
by max.
2 Product Arrangements
Stacked. Spaces are utilized to their
maximum capacity, leading to stuffing
of SKUs. Different planogram for
SSAW
Communication
3 Pricing
Prices are not communicated
anywhere except on the price tag of
the SKU. During sale the products
are categorized by percentage off.
4 Frontage
Thematic setup, displaying the
latest trends and accessories while
giving very premium feel to the
whole layout
3 Pricing
SKUs are divided according to price
and Prices are clearly communicated.
Each display generally have a price
band showing the price range of the
products in that display
4 Frontage
Mannequins Displaying the popular
clothes also the price of each SKUs
displayed is communicated by a Tag
showing their value for money
Communication
5 Feedback
Visibly placed, Employee asking
about feedback after purchase.
6 Loyalty Card
Pitch made after every purchase to
enroll for loyalty program, also
attractive offers to attract more
traction among consumers
5 Feedback
Inconspicuously placed feedback
form, No initiative from the
employees to take the feedback
6 Loyalty Card
Similar Landmark card is offered but
No pitch was made to attract
consumers nor there was any visible
cue of a loyalty program
Value
1 Pricing
Price Range (799-4999)
• Lifestyle targets young and
well-off segment with Luxury
Pricing Strategy
• Customers are fashion savvy
& have a growing disposable
income
6 Loyalty Card
1. Offer variety of leading brands
under one roof
2. Environment is designed to
enhance the perceived value
of the merchandise
1 Pricing
Price Rage (499-1599)
• Max store follows Budget &
Value Pricing strategy
• Consumers tend to be less loyal
to the brand
• Strategic focus is to rely on
economies of scale by having
large footfall and high conversion
ratio
• Merchandise is organized as per
the price categories & price of
the products are easy to find
6 Loyalty Card
1. Quality is balanced with the offer
of affordability
2. Offers latest and very wide range
of affordable fashion
3. Environment is not designed to
enhance the perceived value of
the merchandise
Issues &
Suggestions
1 Low Conversion rate 1 Low footfall
Even though the footfall for Lifestyle There are two Max stores in
is more than double the number of Kozhikode city, but Despite the fact
people who visit similar sized stores that at present both mall have similar
numbers in terms of footfall, the
Issues in HI-Lite mall, The conversion rate
is very low i.e. 8%. This conversion footfall in Max HI-Lite is significantly
rate is lower than other Lifestyle lower than the footfall in Max Focus.
stores while their basket size is
more than other stores

1 1
1. Placing some employees near 1. Number of Brands should be
Trial room, to support a increased
Suggestions 2.
consumer during his purchase
Cashiers after looking at
2. Proper utilization of Window
display
consumers’ basket can
suggest related products for
them