STUDY OF RETAIL STORES OF

INTERNATIONAL APPAREL BRANDS

Group: G-tailersTanay Chitre G013Spandana G G019Arpita Mathur G044Akshaya G046Himank Rathour G047Harsh Shah G052Ruchi Vora G066

INDIAN APPAREL INDUSTRY: A SNAPSHOT

CAGR ~13%

Increasing Consumerism

Preference for ReadymadePreference for Branded Products

Consumer Trends Influencing Indian Market

Apparel

Market

Increasing Consumin

g Population

Increasing Discretionary Spend

Increasing Disposable Income

Growing Organized

Retail

Increasing Online Retail

Increasing presence

of International Brands

Major Influencers of Indian Apparel Market

Source: http://www.citiindia.com/pdf/Harminder%20Sahni.pdf

JACK AND JONES

Outlet visited: Linking Road, Khar

Cash

Co

unte

r

Trial Rooms

Entry

Exit

Layout of the Store • Divided into 6 sections• Originals• Premium• Core• Vintage/Jeans• Jeans• Trousers/Footwear

• Walls used for• Shelves• Hanger Stands for shirts/T-

shirts• Center tables

• 2 shelves• Upper shelf: Shirts and T-shirts• Lower Shelf: Trousers

• 2 Cash counters• 5 Trial rooms at the back of the

sectionsFree Flow Layout Show Video

JACK AND JONESPrices mentioned only on mannequins. Discounts and other important pricing only explicitly mentioned

Eye level shelves: Only Shirts and T-shirts across all sections45-degree above eye-level: Shirts on hangers, Shoes

Central Tables : Upper shelf had only shirts and T-shirts. Lower shelf had only trousers

Walls: DarkMusic: RockLighting: Not too brightFragrance: Not noticeable

Boxers, Pajamas, Socks and Sunglasses near the cash counter for impulse purchases

Belts placed with Jeans on the center tables in Jeans section

MUFTI : HOW IS IT DIFFERENT FROM JACK & JONES

Cash Counter

LayoutVery simple but boring layout as compared to J&J

Loyalty Programs‘Muftisphere’ loyalty program communication boards more prominent than J&JSalesmenSalesmen immediately greet the customers while in J&J they don’t unless the customer needs helpViewing anglesMufti Deos and T-shirt combo packs as compared to Shoes and Shits in J&J

Jeans and shirts are rolled and kept in black boxes displayed as shelves.

All products are on wall shelves.

There are no center tables for display

TOMMY HILFIGERStaircase

Entry

Center Table

Trail Room

Cash Counter

Glass Display

Ground Floor

Center Table

Trail Room

Staircase

Center Table

Trail Room

Glass Display

First Floor

FREE FLOW LAYOUT

Outlet visited- Bandra

Very colorful WallsVery brightly lit

Fragrance : Standard, no specific smell

Music: Pop and Instrumental

Shirts and Tshirts at eye level mostly

Assortments are mixed. Autumn wear and winterwear is not

separated

THe CLUB – Gold members and Silver members with separate

eligibility criteria

• Divided into 2 floors• First floor- Men Clothing• Second Floor- divided in two sections-

One for Men clothing, other for Women clothing

• Walls used for• Large Display Shelves • Hanger Stands for shirts/T-shirts

• Center tables• Round

• two tier with clothes on sale with Shirts and T-shirts

• Rectangular• With fresh clothes with

accessories right at the entrance• 1 Cash counter • 3 Trial rooms at diverse locations in the

store

TOMMY HILFIGER

ONLY.

Outlet visited: Linking Road, Khar

• Layout Same as J&J store• No sub-sections of the brand

White WallsVery brightly litFragrance : Typical Ladies perfume smell

Shirts, Trousers, Pajamas everything present on the center rack

Price Communication on every shelf, every category unlike Jack and Jones

Products on 45 degrees angle: Bags and Purses

Too many mirrors near the Trial room. Trial rooms present in the inner side of the store

A section of bags, scarves and other accessories towards the exit

VERO MODA

Outlet visited: Linking Road, Khar

Cash Counter

Free Flow Layout2 sub-brandsVero modaMarquee-The Kangana Ranaut collection

A separate discount section for the mid-season sales

2 cash counters. Accessories near cash counter for impulse purchasesProducts at eye-level: TopsAt 45 degree level: BagsBelow eye-level: Tops on hangers

Walls whiteLights bright and Female scentedSoft Peppy Music

LEVI’S

Outlet visited: Satra Park, Borivali (West)

Casual chic décor with elements of wood used generously; bright lighting and peppy music

Categorized display for denims based on the fit‘Deal of the day’ mentioned upfront

Products at eye-level: DenimsAt 45 degree level: BagsBelow eye-level: Shirts on hangers

Racks placed in the aisle showcasing accessories like shoes, socks; also special hangers for latest collection

Inviting store appearance with ad posters of latest merchandise put up on the doors as also the mannequins

Traffic& Access

Site Factors

Demography

Factors Considered in Store Location Decisions

Parent CompanyLevis Strauss & Co.

Subsidiary Brands

DenizenDockers

Signature

UNITED COLORS OF BENETTON

LADIESLADI

ES

LADIESLADI

ESKIDS

KIDSTRIAL ROOM

S

TRIAL ROOM

S

STAIRS

CASH COUNTE

R

Intimation of current discount schemes on a board outside the store which is easily visible when entering

Mannequins form an important part of the store layout. Attractive mannequins for both internal external display.

1 cash counter on the ground floor .Accessories like bags and shoes near cash counter for impulse purchases

Products at eye-level: Clothes on hangers

At 45 degree level: Shelves with clothes

Bright interiors, sales personnel is polite and well dressed

There is no categorization of products, more of a discovery based setup. Prices are not mentioned only on the garments

Outlet visited: Linking Road, Santacruz

2 storeys : Both have the same layoutGround floor: Ladies and KidsFirst floor: Men (UCB + Sisley)