FASHION RETAIL MANAGEMENTRETAIL STRATEGY

PRESENTED BY:SUGANDHA SINGHALMFM, SEMESTER I

INTRODUCTIONThe Body Shop

International plc, known as The Body Shop, has 2,400 stores in 61 countries.

It is the second largest cosmetic franchise in the world, following O Boticario, a Brazilian company.

The Body Shop is headquartered in Little Hampton, West Sussex, and England,

It was founded in 1976 by the late Dame Anita Roddick.

It is now part of the L’Oreal corporate group.

CORPORATE AND RETAIL STRATEGY“Aim is to prove that business can

and should be a force for positive social change. The company believes that its values are every bit as important as its products and profits, using its stores as platforms to promote its core campaigns of human rights, animal protection and environmental issues,”

- Anita Roddick

The Body Shop approach to ethical business operates on three levels:-

1) Compliance: opening up to defined standards of human rights social welfare and worker safety, environmental protection and, where relevant, wider ethical issues like animal protection.2) Disclosure: only through public disclosure can a real process of dialogue and discussion with stakeholders be achieved and the right direction chartered for the future.3) Campaigning: to play an active part in agitating and campaigning for positive change in the way the business world works.

HUMAN & CIVIL RIGHTS

“We aim to use our influence and our trading relationships to raise awareness of human rights issues,” The Body Shop.

SUPPORTING WOMEN

Belief that every woman has the right to feel fabulous, regardless of what she looks like, how much she weighs, and the size of her posterior.

ENVIRONMENTAL PROTECTION

Commitment to protecting the environment and supporting sustainable development.

Respecting the planet resources and using its amazing natural ingredients in a sustainable way.

Plundering the Earth in order to make more body lotions is just plain myopic, if not outright poor business practice.

ANIMAL PROTECTION

Commitment to being a cruelty-free cosmetics retailer.

Belief that animals shouldn’t be harmed in the testing of cosmetics and toiletries.

Products are 100% suitable for vegetarians.

PROMOTIONAL STRATEGY Public relations: sensitize customers,

bonding, creating value relationships with their customers, collaboration with charitable foundations, United Nations, MTV, create awareness campaigns, posters.

Inform public: Best sellers, Members Special, Best Buy, Discounts, Newsletters, Winter treat offers, E-brochures, On Facebook, Mobiles, Coupons.

Love your body: is a unique members club that rewards you with discounts, free gifts and access to the kinds of perks and privileges only club membership brings.

BODY SHOP IN INDIA

The Body Shop currently has 35 stores in 16 cities of India at Mumbai, New Delhi, Gurgaon, Noida, Jaipur, Ludhiana, Pune, Bengaluru, Kolkata, Ahmedabad, Indore, Lucknow, Hyderabad, Chennai, Amritsar and Vadodara covering total retail space of 21,000 square feet. Quest Retail Pvt Ltd, a part of Planet Retail Group, is the master franchisee of The Body Shop in India.

QUICK FACTS Year of first store launch:  2006 (In India) Total number of outlets at present: 56 (Malls: 48; High-

Street: 6; & Airport: 2) Total number of outlets as revealed in Retailer

Anniversary Issue 2010: 33 Total number of outlets expected by 2012: 100  Target consumers: Both men & women who want to look

and feel good and have fascination for 100% vegetarian products

Employee strength: 260 International presence: 2500 stores overseas Region with strongest presence: Delhi-NCR (13 stores) Training programs: Retail Academy was launched,

international trainers were recruited; the market trainers receive training in Singapore

STORE

FUTURE PROSPECTSBy 2014, The Body Shop targets

to reach the 150-store mark. This future expansion phase involves opening stores in key cities as well as tier II and III cities wherever the retail opportunity arises.