category management presentation - final
TRANSCRIPT
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Category Structure and Category Role forApparel
Pantaloons | Shoppers Stop
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About the Stores
Pantaloons
Tagline: Fresh Fashion
Target Market: Young, price
sensitive consumers
Sells the latest fashions at
affordable prices
Shoppers Stop
Tagline: Start SomethingNew
Target Market: Fashion andlifestyle sensitive consumers
Is a single fashion andlifestyle stop for the entirefamily
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Categories in Pantaloons
Kids
WomensMens
Apparel
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Non-Apparel
Jewellery
Other
accessories
Bags
and
purses
Footwear
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Categories in Shoppers Stop
Mens wear
Kids
Womens wear
Apparel
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Non-Apparel
Jewellery and watches
Bags
Fragrances and beauty products
Fo
otwear
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Pantaloons
Private Labels
Mens
Formals
Lombard
BareLeisure
F Factor
BurntUmber
Casual
BareDenim
UMM
RIG
Ajile
LeeCooper
Ethnic
Akkriti
Womens
Formals
Annabelle
Casual
Honey
Ajile
RIG
Ethnic
Rangmanch
Trisha
Akkriti
National Labels
Mens
Formals
JohnMiller
IndigoNation
Scullers
Turtle
Casual
Celio*
Spykar
Womens
Formals
Scullers
Casual
AND
Jealous21
109F
Remanika
Ethnic
Biba
Rain &Rainbow
GlobalDesi
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ShoppersStop
Private Labels
Mens
Formals
Stop
Vettorio
Fratini
Casual
Stop
Vettorio
Fratini
Life
Ethnic
Kashish
Womens
Formals
Stop
Casual
Stop
Life
EllizaDonatein
Ethnic
Stop
Kashish
Hautecurry
Biba
National
Labels
Mens
Formals
Park
Avenue
VanHeusen
Provogue
LouisPhillipe
Casual
Lee
Levis
Wrangler
Womens
Formals
Allen
SollyWills
Lifestyle
Casual
Lee
Levis
Pepe
Provogue
Ethnic
Remanika
WillsLifestyle
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Role of the Apparel Category
Destination Category: helps in defining itself
as the store of choice for the consumers
Delivers superior value to the target consumer
Lead in areas of turnover, market share,
consumer satisfaction, service level and
operating expense management
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Pricing
Pantaloons
Mostly medium range pricing
affordable to middle class and
upper middle class customers
Bare Denim, RIG, Jealous 21,
Honey, UMM
Offers like Buy 1 @ 199 and
Buy 3 @ 449 on Core products
through out the year
Selected Premium Brands
Burnt Umber, Barbie, Lee Cooper,
AND
Shoppers Stop
Premium pricing strategy thatincludes selling of high qualityproducts at a high price
Stop, Vettorio Fratini, EllizaDonatein
There arent any offers
running throughout the year.Offer are available during sale
period on all the merchandise. Mostly Premium Brands
Lotto, Haute curry, UCB, Zodiac,U.S. Polo, Biba
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Placement
Pantaloons
Category-wise placement Ladies western: Ground floor or
near entrance
Ladies ethnic and kids: First Floor
or middle section Mens: Second floor or last section
of the store
New arrivals are hung on thewalls Waterfall hangers/displays.
Products having offersthroughout the year are stackedon shelves Tops from Honey, Bare, etc.
Shoppers Stop
Category-wise placement
Ladies ethnic : Ground floor ornear entrance
Ladies western and kids: FirstFloor or middle section
Mens: Second floor or lastsection of the store. Formalwear on one side and casual onanother. There is also aseparate section for sports
wear. New fresh stock is displayed in
sync with the current theme ofthe collection.
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Promotions
Pantaloons
Window displays as per seasonand festival
Current theme: Angels
Festival: Diwali, Dussera etc. Acrylic display
A3 and A4 size
Display on going discount offers
Loyalty Programs (PBGC)
Walls posters which display theseasonal fashion trend with thetag line, Get The Look
In store signage, paging andannouncements about the offers
Shoppers Stop
Window display nd in-store display is
done keeping in mind all the festivals
and occassions.
-Current theme:
Gold card members are obliged with
special discounts apart from the ones
provided during the sale period.
The black and white theme is
maintained overall the store including
in the promotion.