FASHION RETAIL ASSIGNMENT

STORE ATTRIBUTES

Submitted to:-Ms. Jagriti Mishra

Submitted by:-Jasleen Sardar

Store Profile Name of the Store

U.S. POLO ASSN.

Head office Bangalore

No of outlets 50 – India3 – Ahmedabad

Retail Format Company owned

Product clothing for men, women and children, as well as accessories, luggage, watches, shoes, home furnishings.

Store Manager Ms. Forum Patel

Store Address Shop No 11/12, Alpha One Mall, Ground Floor, Near Vastrapur Lake,  Vastrapur, Ahmedabad - 380015

Company historyO U.S. Polo Assn. brand products are

authentic and officially sanctioned by the United States Polo Association, the governing body for the sport of polo in the United States since 1890.

O Today, products are sold in over 135 countries at independent retail stores, department stores and U.S. Polo Assn. brand stores.

O USPA Properties, Inc. is the steward of the Association’s trademarks and logos worldwide, with licensees in the U.S. and Canada, Mexico, the Caribbean, Central and South America, Asia, China, Europe, Scandinavia, Russia, and the Middle East.

STORE ATTRIBUTES

Personnel:-5 people working in the outlet1 – manager3 – Helpers1 – store keeper Selection Criteria :-On the basis of work experience and

communication skills Training :-2 Days

VARIETY & QUALITY OF THE PRODUCT:- The product in the store include apparels and accessories for men , women and kids. Mostly made out of COTTON.

STORE LAYOUT

VM

Display on wallsTrial roomsstore

Display on walls

receptionracks

rounder

VM (display)

Seating area

Store charactertics of location

The temperature of the store is maintained at an appropriate level depending upon the climate and weather outside.

The store interiors is all made up with photographs of us polo assn generating the true value of the brand.

The outlet is situated in the middle of the mall besides the other premium brands. It has only 3 stand alone stores in Ahmedabad.

Service dimension Services provided:-1. Home – delivery2. Phone ordering3. Parking – mall 4. Alteration facilities5. Loyalty cards -no 6. Membership:- no7. Return policy – 1 month8. Ease of payment - cash , credit

cards , debit cards9. Gift vouchers

Visual merchandising The visual merchandising is decided

from Head Office at Bangalore. They change the VM every 15 days. The VM theme is always on the

bases of 2 seasons collection. The VM is generally done with

mannequins and appropriately all the polo accessories.

There are no signage except the brand logo at the entrance.

Atmospherics It’s a very well lighted store with

scintillating white lights.

US Polo assn does not follow a color story but the store interiors are made up of the wallpapers of the us polo club and wooden accessories.

The music is mostly English songs as its an American brand and is decided by Head Office.

There is seating area in the store near the reception or payment desk.

Trial rooms

There are 3 trial rooms in the outlet.

Retail mixO Communication strategy :- sales promotion offernewspaper advertising

O Target customer:-It targets men and women – upper

middle class and for 25-45 years of customer.

O Online purchasing:-www.uspoloassn.com

Product line

US POLOCLOTHING

MEN

TSHIRTSRs. 900-6000

BOTTOMrs.1600-

4000

WOMEN

UPPERrs.800-2000

BOTTOMrs.2800-

3500

Store Profile Name of the Store

Blackberrys

Head office Gurgaon

No of outlets 125- India3 - Ahmedabad

Retail Format Company owned

Product Formals

Store Manager Mr. Deepak kumar

Store Address Alpha One Mall, Vastrapur Shop No Gf-36,Vastrapur, Ahmedabad, Gujarat - 380001 

Company history Established in 1991 Blackberrys is one of the

leading formal wear brands in India. Identifying a potential in branded structured clothing for the changing needs of the Indian male.

Blackberrys is equipped with the latest technology of manufacturing in 3 factories.The 22000 sq. ft plant has been specially designed for the manufacturing of suits and jackets produce 1000 units per day and 1200 formal trousers and 1500 casual trousers per day.

Today Blackberrys can be accessed across India through about 900 plus retail outlets, 125 company owned showroom and all large format stores like shoppers stop, lifestyle etc.

STORE ATTRIBUTES Personnel:-6 people working in the outlet1 – manager3 – Helpers1 - tailor1 – store keeper Selection Criteria :-On the basis of work experience and graduation. Training :-1 week Days

VARIETY & QUALITY OF THE PRODUCT:- The product in the store include trousers, suites and jackets and gradually completed the wardrobe look with shirts, and accessories.Made up of cotton, wool, Giza cotton.

STORE LAYOUT

Service dimension Services provided:-1. Home – delivery2. Phone ordering3. Parking – mall 4. Alteration facilities5. Membership:- Silver – purchase of rs.

5000 Gold – purchase of rs. 12000

Platinum- purchase of rs. 25000

7. Return policy – 7 days8. Ease of payment - cash , credit cards ,

debit cards9. Gift vouchers

Visual merchandising The visual merchandising is decided

from Head Office at Gurgaon. They change the VM every day. The VM theme is always on the bases

of 2 seasons collection. The VM is generally done with

mannequins and background poster of latest collection.

There are no signage except the brand logo at the entrance.

Atmospherics It’s a very well lighted store with

scintillating white lights.

Blackberrys as said is a basically formal apparel brand which particularly has color story of black and white..

The music is fusion in nature and decided by the store manager.

As the outlet is very spacious two sections are givne for seating area in outlet.

Trial rooms

There are three trial rooms in the outlet.

Other features

Retail mix

Store Profile

Name of the Store

Esprit

Head Office Bangalore

No of outlets 24 – India (13 cities)2 – Ahmedabad

Retail Format Company owned

Product Merchandise & accessories for men & women

Store Manager Mr. Karan Chauhan

Store Address Iscon Mega Mall, No.152 & 152 A, Upper Ground Floor, Sarkhej-Gandhinagar Highway, Ahmedabad

Company history

Esprit was founded in 1968 in San Francisco, USA. Esprit operates more than 800 directly managed retail stores worldwide and has a presence in more than 40 countries.Esprit is listed on the Hong Kong Stock Exchange since 1993.This international brand entered the Indian retail market via a distribution agreement with Madura Fashion & Lifestyle in October 2005. With the launch of its flagship store in Mumbai .Now present in 13 cities in India,.

STORE ATTRIBUTES Personnel:-4 people working in the outlet1 – manager2 – Helpers1 – store keeper Selection Criteria :-On the basis of qualification(Graduation) Training :-3 - 4 Days

VARIETY & QUALITY OF THE PRODUCT:- The product in the store include apparels, woolens and accessories for both men and women. Mostly made out of COTTON and LYCRA

STORE LAYOUT

VM

VM

reception

displayDisplay merch.

(boys)

Trial rooms

Accdis.

Display on walls and hanging (girls)

tablesmerchandis

edispla

y

Store charactertics of location

The temperature of the store is maintained at an appropriate level depending upon the climate and weather outside.

The store is spacious creating the feel of less-crowded store and display of merchandise makes it easy to a look at them.

Any ESPRIT store or outlet is always located at the left side of the entrance of the mall giving it a beneficial edge to have more walk-ins.

Service dimension Services provided:-1. Home – delivery2. Phone ordering3. Parking – mall 4. Alteration facilities5. Loyalty cards - after every purchase6. Membership:-Rs. 25,000=platinum Rs. 1,00,000=

solitaire7. Return policy – 15 days8. Ease of payment - cash , credit

cards , debit cards9. Gift vouchers

Visual merchandising The visual merchandising is decided

from Head Office at Bangalore which is updated every 15 – 20 days.

They change the VM every seven days. The VM mostly have mannequins in

display but no background. There are no signage except the brand

logo at the entrance. There are 2 brand logo which are

usually displayed in the store.

Atmospherics Lights are bit yellowish in color creating a

bright effect.

ESPRIT follows a color story of RED in its logo and the store interior in grey and white.

The music is mostly English songs as its an American brand and is decided by Head Office.

No seating area particularly in the store except 2 chairs near the trial room.

Trial - rooms

There are two trial rooms in the store outlet.

Retail mixOCommunication strategy :- sales promotion offernewspaper advertisingBirthday discountsOTarget customer:-Brand ESPRIT – 20 – 35 years

(male and female)Brand edc – 15-20 years girlsOOnline purchasingwww.esprit.com

Product line

ESPRITCLOTHING

MEN

UPPER rs. 899 - 3000

BOTTOMrs.2999-6000

WOMEN

UPPERrs.899-3000

BOTTOMrs.2999-

6000

Product line

ESPRITACCESORIE

S

WATCHESRs. 3500 – 30,000

BAGS AND BELTS

Rs. 1290 - 5000