Revolutions Collections Revolutions Collections and Brands Workshopand Brands Workshop

The CollectionsThe CollectionsProduct grouping at Revolutions

based on Customer Usage/Occasion– Evolved customer with clear demarcation of

footwear wardrobe by usage /occasion – Appreciates difference in look/ performance

required for different occasions– Co-ordinates apparel with shoes, to

complete the entire look/ ensemble– Focused Fashion vs. Vast Choice

Usage/Occasion Usage/Occasion based Collectionsbased Collections

Specific shoes co-ordinated

with ensemble

vs.Versatility

The CollectionsThe Collections

FOUR product groups encompassing all targeted

usage occasions

Office Essentials

Office/ Formal Office/ Formal

A must have for the trendyworking man/ woman

Stylized Comfort

Office/ FormalOffice/ Formal• Primary Usage

• Implication of Usage/ Occasion

• Product Attributes ranked in order of importance

• Footwear for the office/ workplace

• Long duration wear

• Comfort• Durability• Style• Fashion

Office/ FormalOffice/ Formal•Focus on CLASSIC styling

Dress/ Evening Dress/ Evening WearWear

Fashion statements for the fashion forward

man/ woman

Dress/ Evening Dress/ Evening WearWear

• Primary Usage

• Implication of Usage/ Occasion

• Occasion wear eg. wedding, party, other formal occasions

• EXTREME co-ordination with attire

• Short duration wear

• Emphasis as fashion accessory vs. utility usage

Dress/ Evening Dress/ Evening WearWear

• Product Attributes ranked in order of importance

• Fashion• Co-ordination with

attire• Styling

(Colour,material, embellishment, etc.)

• Comfort• Durability

Dress/ Evening Dress/ Evening WearWear

•A combination of all elements of fashion (sole, material, shape, style and colour) in Fashion

•Attention to styling and detail, eg. hand crafted merchandise, embellishments etc.

Out-of-Home/ Out-of-Home/ LeisureLeisure

Fashionable solutions for all Out-of-Home activities

Out-of-Home/ Out-of-Home/ LeisureLeisure

• Primary Usage

• Implication of Usage/ Occasion

• Product Attributes ranked in order of importance

• Casual Out-of-Home wear eg. visit to friends’ place, market etc.

• Medium duration wear

• Co-ordination with attire (ethnic, western)

• Comfort, Durability• Style• Fashion

Out-of-Home/ Out-of-Home/ LeisureLeisure

• A combination of new colours and styles that have been adopted as an established trend vis a vis high/ new/ emerging fashion.

• A combination of all types of footwear to meet all outdoor needs (open ended, closed shoes, sandals, floaters etc.)

SportsSports

Trendy alternatives to enhance the ‘Casual Look’

SportsSports• Primary Usage

• Implication of Usage/ Occasion

• Product Attributes ranked in order of importance

• Casual Out-of-Home wear with casual western ensemble primarily for walking/ enhancing sporty look

• Medium duration wear

• Comfort, Durability• Style• Fashion

SportsSports•Sporty look

merchandise, typically not performance/ specific sports oriented shoes

•Styling, colour emphasis in sports shoes

The RangesThe RangesTHREE Ranges

Core“Stylish Classics”Fashion

“Fashionable/ Trendy/ In Vogue”

Limited Edition“Fashion Statements”

RangesRangesCore Fashio

nLimite

d Edition

Product Life Cycle 12 months

6 months

3 months

Number of ranges in a year

1 2 2*

Product changes as per fashion trendsSole

Shape Style

Material Colour

Change in at least three elements

Change in a combination of two elements *limited edition for summer runs

for 6 months

Range Design Range Design ElementsElements

Core Fashion Limited Edition

Minimal design changes, low frequency of design alterations

Few design changes, high frequency of design change

Major design changes, high frequency of design change

The MatrixThe MatrixRanges Core Fashion Limited Edition

Workwear

Dress/ Evening

Out of Home/ Leisure

Sports

Workwear

Dress/ Evening

Out of Home/ Leisure

Sports

5-8

9-11

11-1

2-5

Womens

Mens

Kids

SeasonsSeasons

Apr May Jun

Jul Aug

Sep

Oct Nov

Dec

Jan Feb

Mar

Summer Winter

Phase I Phase I Phase II

• New lines in range• New merchandise layout in stores• Start of new planned season

•New lines in range• New merchandise layout in stores• Start of new planned season

• New lines into Limited Edition

Differentiating Range Differentiating Range Tactics Tactics

Core Fashion Limited Edition

•Good store location•Display communicating availability and choice•Relatively high display density

•Prime store location, high traffic and high exposure time•Display organized by theme/ colours/ story etc.•Medium display density

•Eye –catching location•Elaborate visual display enhanced by elaborate display props, lighting effects etc.•Very low display density

Display

Differentiating Range Differentiating Range Tactics Tactics

Core Fashion Limited Edition

Emphasize:•Durability•Comfort•Versatility: Basic Colours and styles

Emphasize•Colour•Co-ordination with multiple outfits•Comfort

Emphasize•Uniqueness/ Exclusiveness•Fashion Statement•Fashion led - embellishments, styling, other details eg embellishments etc.•Limited editions

Selling Points

BrandsBrands

Existing Liberty Brands

MensMens

Introduced in 1992Mens Formal and Casual Shoes

“It takes some men places”

Introduced in 1991Young executives’ Formal and Casual Shoes

“What’s life without a little comfort”

WomensWomens

Introduced in 1991Womens’ high fashion footwear

“Hey Women, stay Girl”

“Hey Women, stay Girl”

KidsKids

“Non-Stop Fun”

Introduced in 1991Childrens’ sports, sandals and casual shoes

2 – 12 years

“Non-Stop Fun”

UnisexUnisex

“Some things are just right”

Introduced in 1994Unisex Formals and Beachwear

2 – 45 years

“Cool, comfortable sandals”

Introduced in 1991Unisex Sandals and Slip-ons

21 – 45 years

“Life at a Force of 10”

Introduced in 1990Fashion Sports Shoe

16 – 28 years

Brands at Brands at RevolutionsRevolutions

• Same Brands are also available at ‘Liberty’ stores

• So, how is Revolutions different from ‘Liberty Exclusive’ stores in my city?

Product Product DifferentiationDifferentiation

• Similar Brands, dissimilar merchandise• Product assortment at Revolutions

largely exclusive to Revolutions – Exclusive designs developed and manufactured– Imported merchandise– Premium lifestyle International shoe Brands– Minimal overlap in Liberty Brand products

available at Liberty

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