Mitali Thakur Pathak M.F.A. Fashion MerchandisingFinal Review
India Innovation & Sustainability.Eco-friendly retail endeavor.
• Retail Set-up.
• Product Sourcing.
• Visual Merchandising.
• Mission & Function.
• Indian Culture.
• Intrinsically eco-friendly
• Greendex Study – 2009/10.
Greendex Survey - 2009
On-demand electric water heating.
Solar energy to heat water.
Ownership of energy-efficient appliances.
Laundering with cold water.
Keeping the setting for heating & cooling at a low setting.
Spirituality & Environmentalism
Holy Cow.Mother Earth.Vegetarianism.
• Tulsi-“incomparable one”
• Sacred Fig - Banyan
Spirituality & Environmentalism
Consumerism
• GRDI -2009 in 54 countries
• Based on the global consumers’ confidence in :
• Job Market
• Status of their personal finances &
• Readiness to spend
Consumerism
• A.T. Kearney’s Global Retail Development Index:
• 30 Emerging Markets (100 pt. scale)
• 2009 Report- India number one.
• Financial attractiveness.
• Peoples skills & availability
• Business environment
Retail Development
Location
Gurgaon - National Capital Region of Delhi (N.C.R.)
New-age business hub
Best city in India to work in & to live in
Gurgaon is where India has bought into globalization
Target Market
•Name - Prema Sagar•Age - 50+ yrs.•Job – Founder Genesis Burson- Marsteller India•Location - Gurgaon•Income - $700,000p.a.•Status – Global India
•Name – Sulakshana Pathak•Age - 30+ yrs.•Job – G.M. Marketing B.M.W.•Location - Gurgaon•Income - $50,000p.a.•Status – Striver
• Unique- store concept
• Mission statement
• Vision statement
• Differentiation
• Organic Bed & Bath linen
• Reclaimed Wood Furniture
• Eco-friendly Rugs
• Natural Spa products
• Energy efficient Lighting
• Sustainable Art
Business Concept & Merchandise Mix
• Socially ecological economy
• Durability, style & comfort
• Furniture Customization
• Markup- 55%
• Price range - $ 80 - $1800• (Rs. 4000 to Rs. 90,000)
• Beds
• Nightstands
• Dressers
• Tables
• Benches
• Wall Planters
Furniture Line:
Bed Linen Line:
• Flat Bed Sheets
• Pillow Cases
• Duvet Covers( Seasonal)
• Quilts (Seasonal)
• Comforters & Mattresses
• Mark-up- 47%
• Avani Spa Bath linen
• Avani Body Care line
• Avani Spa Bathrobes
• India’s Ayurvedic heritage
• Markup- 47%
• Nyah Natural Soaps & Cosmetics Co.
• Modern Apparels Manufacturing Co. (MAMCO)
‘Atman’ Spa Line: by Avani
‘Vaastu’ Rug Line: by Avani
• Durable and stylish
• Fabrugs ; UKAS- certification for distinction in quality management
• Dimensions: 5’x3’,7’x5’,10’x7’
• Markup- 55%
• Price range - $200 - $ 2000
• Rs. 12,000 – Rs. 1,00,000
Lighting Fixture: by Avani
• Floor Lamps
• Sconces
• Ceiling Pendant Lights
• Table Lamps
• Surya Co.
• Markup- 45%
• Margin Sharing – 40%
Avani’s Marketing Mix
Financial Forecast & Short-term Plan:
Short -term Goals(1-2 yrs.)
•Shopping destination
•Key participant
•Effective brand identity
•Establish client & customer database
•Net Sales in Second yr.
Financial Forecast & Long-term Plan:
Long-term Goals(3-5 yrs.)
•Add product categories
•Build e-commerce presence
•Inventory planning – live inputs
•Invest in potential markets
E-commerce – Website: