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Subject : Fashion Merchandising

Submitted to : Prof. Nethravathi


Date : 14/08/2014
Submitted from:
Disha Sood
Shivam Taneja
Shivani Ambikapathy
Srishti Raut
Introduction
Merchandising mix
Variety
Breadth
Depth
Analysis
Future
Q&A
Overview
Introduction
Marks and Spencer of Britain started as a stall in 1884
by Michael Marks, as a general retailer
First store in India in 2001 and in April 2008 got into a
joint venture with Reliance retail
M&S currently has 23 stores
India is the most important market for its sustainable
business practice named 'Plan A'
Marks & Spencers
Source

http://corporate.marksandspencer.com/plan-a
http://dlfpromenade.com/shopDetails.asp?id=6&catid=6
British-ness is as saleable as ever in any part of the world
- Steve Rowe, executive director at M&S.
For years, M&S marketing philosophy was
simple:


Produce high quality products under a
recognised brand name at affordable (but
not cheap) prices, and advertise through
word-of-mouth.
Positioning
Source

Marks & Spencer - The Marketing Society
Consumer Prole
Upper middle class to High class of the society
Aged between 25-55 years
Willingness to pay for quality , and is brand conscious .
Values the brand & the services beyond the purchase.
Designs matter as does the comfort.
Source

Survey - Disha Sood
9
Koramangala
Introduction

The first flagship standalone store in South India, opened in April
2013.

The store in Bangalore provides each clothing brand its own
distinct look and identity.

Employee profile

Dhruva Darshan is the current commercial manager at Marks and
Spencer, Koramangla store. He has been a part of the company since
the inception, 2013. He heads the sales and operations team. He
can be contacted at - +91 9632396900.
Source

http://www.boldsky.com/insync/life/2013/marks-and-spencer-bangalore-032869.html
Merchandising Mix
Variety
Apparel & Beauty
Breadth
Brands
Depth
SKUs ,Variations &
Fabrics
Variety
A merchandising strategy in which a retailer
stocks a large number of different products.

-Investopedia
The quality or state of being different
or diverse
-Oxford Dictionary
Womens wear Mens wear
Kids wear Lingerie
Beauty &
Fragrances
Apparel
Merchandise Share
Kids wear is currently
holds 5% merchandise
share at the store

While beauty &
fragrances has a mere 3%
share
17
Breadth
The number of assortments in
a specific category

-Retail India
Being intense in scope by immersing
your business into an industry or product
category.

-Marketing Spot
The core brand that M&S began with,it is the
most well received & well known amongst its in
house brands .

High priced apparel brand with attention to
detail to give a Designer look.

With Limited M&S aims to keep a specialised
collection with attention given to High Fashion
and exclusivity .

Purely Casual wear for Women with emphasis
on the pricing which is affordable and styling
which is minimalistic
Womens Wear
The brand features the seasons key trends,
perfectly edited to give aspirational yet
attainable style wardrobe.

The brands , here focuses on signature &
exclusive contemporary styles.

Smart & casual clothing aimed at a young edgy
style.

A fresh casual collection inspired by the East
coast living focusing on vintage laid back look

Cool , vintage inspired pieces , that create a
relaxed & authentic look.
Mens Wear
It hosts items suitable for women aged
30-40 years at a low and affordable price.

Lingerie sets made from beautiful French-
designed lace, sumptuous silk and
vintage-inspired tones.

Showcases , exotic prints & designs which
cater to a exclusive target audience
Lingerie
Kids Wear
The designs are bright & hardwearing , which
are perfect to standing up for any amount of
Rough & tumble.

Beauty
Currently retailing fragrances and a variety of creams & lotions
under 2 in house brands - Autograph & Peruna
Obsolete Brands
Big & Tall - Specially-proportioned for big and tall men &
the apparel brand is no longer being retailed in the Indian
stores.

Beauty - Currently stocked in stores , the sale & share of
shelf display is slowly becoming obsolete.
Fabrics
M&S uses quality fabrics for its apparel line. It includes:
Cotton
Viscose-cotton
Linen
Silk
Woollens
Lycra
Satin
Depth
Product depth is the number of each item or
particular style of a product on the shelves.
Product depth is also known as product
assortment or merchandise depth.

-Marketing Spot
In womens wear, 14 pieces of each merchandise is stocked at the store.
1) Womens casual and formal tops Sizes include
S
M
L
XL
XXL

Out of these sizes, XL and XXL sell the most.

2) Trousers sizes stocked include
6-8 (S)
10-12 (M)
14 (L)
15 (XL)
18 (XXL)

Out of these sizes, the sizes that sell the most are 16 & 18.
Womens Wear
Styles & Category
Womens Wear
Casuals
Tops
Jeans
Treggings
Skirts
Dresses
Formals
Trousers
Shirts
Blazers
Formals
Trousers
Shirts
Dresses
Woollens
Casuals
Jeans
Tops
Dresses
Formals
Trousers
Shirts
Casuals
Trousers
Jeans
Jackets
Dresses
Tops
Mens Wear
The store stocks 14 pieces of each merchandise.
1) Casual and formal shirts Sizes include

S (4 pieces)
M (2 pieces)
L (4 pieces)
XL (2 pieces)
Out of these sizes, S and L sell the most.

2) Trousers - the store keeps stock of sizes

30
32
34
36
38
40
Out of these, the smallest sizes (30,32,34) sell the most.
Styles & Category
Mens Wear
Casuals
Polo shirts
Jeans
Shorts
Formals
Trousers
Shirts
Blazers
Ties
Formals
Trousers
Shirts
Ties
Woollens
Casuals
Polo Shirts
Chinos
Trousers
Jackets
Casuals
Polo Shirts
Chinos
Shorts
Jackets
Casuals
T Shirts
Shirts
Chinos
Kids Wear
The kids wear section of the store is one of their smaller
categories of apparel merchandise. They stock sizes:

1-2
3-4
5-6
7-8
9-10

Sizes 7-8 sells the most and is also stocked more than
the other sizes.
Lingerie & Beauty
The lingerie segment in India, has mass appeal amongst the
consumers
It accounts for 18% of the total sales. Their star brand is Limited
Collection.


The beauty segment of M&S accounts for only 3% of the total sales.
Amongst their brands, Per Una for women and Collezione for men
sell the most.
Store Policy
Specialised personnels
Exchange policy & Cash back even after 45 days
Loyalty club - Preview sales, special catalogues &
personal approach
Convenience provided through home delivery
Sales - Bi yearly


For us the customer who makes even the smallest of
purchases holds the highest of value
800-6000
1800-8000
2000-8000
1500-5000
1500-6000
1000-4000
200-2000
Pricing
Assortment Strategy
Narrow
A. Specialist Image
B. Customer oriented
approach
C. Emphasis on Apparel
Category
D. 2000-2014 : Slow
growth of expansion
Deep
A. Depth in SKUs to
prevent shortfall of
stock
B. Variations as per
consumer profile &
aspirational market
C. 2000-2014 - Design
& detail change
!
!
!
Womens
Mens
Kids
Lingerie
Beauty
Sales Contribution (Per Week)
Figures in Lakhs
Analysis of Strategy
Cost to fill
Bill to fill
The star brand of both Men and Womens apparel in Marks and
Spencer is M&S Collection.
Future
Marks & Spencer has pledged to make India its biggest market
outside the UK
M&S wants to have 80 stores in India by 2016, compared to the
40 at present
The same-store-sales grew 13 per cent in the fiscal year ended
March 2014
M&S is also planning to enter the food sector by 2016
Q & A
Thank you