INTRODUCTION TO RETAIL MARKETING

Definition of retail marketing-Retail marketing is comprised of the activities related to selling products directly to consumers through channels such as stores, malls, kiosks, vending machines or other fixed locations, according to the Free Dictionary. In contrast, direct marketing to consumers attempts to complete a sale through phone, mail or website sales.

What is retail marketing?

Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mall, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of nonshop retailing.

RETAILING IN INDIA
The indian Retail Sector is at an inflexion point, with changing demographics driving growth of organized retailing and driving growth in consumption. With changing demographic and economic profile of the Indian population, India is expected to experience an accelerated consumption over the next few years. Further, the increase in consumer spending would be driven by nuclearisation of families, increasing population of working women and new job opportunities in emerging service sectors such as IT Enabled Services. With declining interest rates an average Indian is not averse to taking loans. Not only are the demographic factors becoming more favorable but also the growing media penetration is leading to a convergence of aspirations of various classes of consumers .In sharp contrast to the global retail sector, retailing in India - though large in terms of size is highly fragmented and unorganized. With close to 12 million retail outlets India has the largest retail density in the world. (Source: CII Mc Kinsey Report titled 'Retailing in India, the Emerging Revolution) However, most of these retail outlets belong to the unorganized sector .The inability of the unorganized sector to offer a wide range of products along with artificially inflated costs due to various factors have presented opportunities for growth in the organized retail sector . Migration from unorganized to organized retail has been visible with economic development in most economies .Organized retail derives its advantages in generating operational efficiencies while simultaneously catering to rising consumer aspirations. Size drives economies on procurement ,and lowers logistics and marketing costs while delivering better value to customers in terms of lower price, better quality, greater selection, improved service and in-store ambience.

INTRODUCTION TO THE LIFESTYLE STORE

lifestyle stores are a part of the Landmark Group, Dubai. The group began with a single children's store in Bahrain. Since then it has expanded exponentially throughout the Gulf, Subcontinent, Middle East and is still growing. The store was established in Hyderabad in the year 2000. The shop-within-a-shop concept is what Lifestyle is aiming at. Hence Lifestyle has divided Its outlet between five lifestyle concepts Baby shop, Shoe mart, Splash, Home center and Lifestyle. It has positioned itself as a trendy, youthful and a vibrant brand. And it targets the upper and above upper class segment. Landmark Group has expanded exponentially today with 300 Stores in the Gulf and Middle East and staff strength of over 4,000.

THE main proposition of the Landmark Group is its product and concept innovation. The entire retail experience revolves around its Concept stores, which have been designed and engineered to suit evolving customer needs and lifestyles .The five Concepts of the Landmark Stores are Baby Shop, Splash, Shoe Mart, Home Centre and Lifestyle

Multi-branded retail outlet model has been adopted by The Landmark Group in the Indian market. Lifestyles retail outlets in India are mostly known and preferred by the availability of a numerous variety of merchandise under each of its five concepts .The foundation of Landmark Group is built on the philosophy that the 'Customer comes first' .The 3 pillars on which the Landmark Group continues to grow exponentially, ventures into new markets and Captures greater market share are- Carefully listen. Constantly adapt. Always deliver.

ABOUT THE COMPANY & LIFESTYLE STORE

Since it's foundation in 1973, The Landmark Group turn over has rapidly grown into a retailing giant in the Middle East and India. Focusing on providing customers with good service and value for money, the group now has over 400 outlets across eight countries .Head quartered in Dubai at the Oasis mall .Life style is a part of the Landmark Group, Dubai. The group began 34 years ago, with single children's store in Bahrain. Since then it has expanded exponentially and today it has 400 outlets throughout the Gulf, Sub continent, Middle East and is still growing .Lifestyle began its operations in India in the year 1998. Currently it has 12 stores throughout the country. The first store was established in Chennai in the year 1999. The next stores were Hyderabad (2000), Bangalore (2001), Delhi, Gurgaon (2002), Ahemedabad, Mulund and pheonix malls, Lower Parel (2003), Malad (2004).Recently a new store has been brought in Jaipur after Pune . Since its conception landmark group has seen consistent and steady growth. However, in the past decades it has shown substantial growth in sales. Significant investment in business ,manpower, and information technology has contributed to the growth in stores by almost 300%from 1997 to 2000.The project is to discuss mainly about the store policies in apparels section basically "Splash" followed by lifestyle, its price offerings, assortments and brands availability. The internee will also try to correlate the theory and practical observation. At Lifestyle, we believe in cultivating a fervent commitment to the community. As part of our endeavours towards social upliftment, we have been working closely with LIFE Trust, an NGO dedicated to the education and overall development of underprivileged children. Our Chairman, Mr. Mickey Jagtiani, is a Founding Member of LIFE Trust. Together, we hope to empower all members of the community.

Lifestyle International (P) Ltd, part of the prestigious Dubai based Landmark Group, started its operations in India with the launch of the first Lifestyle store in Chennai in 1999. In little over a decades time, Lifestyle has established itself amongst the leading retail companies in India. Positioned as a youthful, stylish and a vibrant brand, Lifestyle offers its customers not just the ease of shopping but also an enjoyable shopping experience. Each Lifestyle store brings together five concepts under one roof Apparel, Footwear, Childrens Wear & Toys, Furniture & Home Furnishings, Personal Grooming - offering a convenience of a one-stop shop and a wide choice of national & international brands. Home Centre by Lifestyle is a one stop destination for Furniture, Home Dcor and Soft Furnishings that truly represent style, comfort and individuality. Home Centre uses a unique Concept Room display model to give customers a practical idea of how each piece of furniture would look in a particular room. In keeping with the Groups tradition of making every shopping experience rewarding and memorable, The Inner Circle Landmark Groups Loyalty program allows members, to enjoy exclusive benefits and privileges such as reward points and exciting offers. The Inner Circle is today recognized amongst the leading Loyalty Program in the country with an ever increasing base of customers. The card is accepted across all Landmark Group Stores in India including Lifestyle, Home Centre by Lifestyle, Max Fashion, Splash, Bossini, SPAR Hypermarket, Polynation Food Court, Gloria Jeans Coffees & The Yellow Chilli chain of restaurants.

Lifestyle and Home Centre offer a truly international shopping experience, a fact borne by numerous accolades: Most Admired Fashion Retail Destination of the Year Images Fashion Awards 2011 Most Admired Retailer of the Year - Home & Interiors Category for Home Centre by Lifestyle from Images Retail for two consecutive years, 2009 & 2010 Most Respected Company in the Retail Sector by Business World IMRB in 2003 and 2004. y ICICI KSA Techno pak Award for Retail Excellence in 2005 Lycra Images Fashion Awards for the Most Admired Large Format Retailer of the Year in 2006. y Reid and Taylor Retailer of the Year award for the year 2006

y y

THE MANAGEMENT TEAM OF LIFESTYLE STORE

CEO Mr. Micky Jagtiani (Landmark group, dubai) E.D. (india) - Mr. Kabir Lumba (Lifestyle international Pvt Ltd, india) Splash concept Mr. G. KALYAN (Menswear lifestyle india) Mr. Junaise Rehman (womenswear lifestyle india)

LANDMARK GROUP LIFE STYLE VISION

Growing customer by customer, concept by concept, country by country. The world will call it success. We call it sound foundation, for bigger things to come.

MISSION
To become the foremost retailer in the middle east, by providing it s customers with a large variety of high quality at exceptional value under one roof.

Product policy
Creating an environment where every member of the organization strives towards excellence in retailing to offer complete customer satisfaction.

Quality policy
y Providing consistent quality in all our products and services by adapting the highest standard of quality. y Providing and unparallel shopping experience. y Creating an environment where every member of the organization strives towards excellence in retailing to offer complete customer satisfaction.

GROUP PHILOSOPHY
y y y y y y y y y Complete customer satisfaction. To aspire to be the no 1 in each field of operation. International standards Research and development Manpower development and training Total quality approach Cost control Speed and simplicity Transperancy .

Lifestyle as department stores

the last half of the nineteenth century witnessed the emergence of the department store. This form of retailing was totally different from the general store. Instead of the hodge-podge arrangement of stock, the department store offered carefully selected merchandise in specific departments. As result, customers could make quick purchases of a variety of goods and services under one roof (one-stop shopping). The departmental store also differed from other formats of retailing due to its merchandise range. By and large, the department stores are credited with raising the level of retailing practices. Abandoning the old ways of bargains, the stores instituted a oneprice system. Offering their customers a quality merchandise, attractive surroundings and personal services, they captured the loyalty of a large part of the public .Lifestyle has emerged as a major player in international retailing including countries like India where Lifestyle has store in 12 major urban cities .India has 280 million urban population.

LIFESTYLE (RAJOURI GARDEN)

Lifestyle store was opened up in Rajouri Garden on 2nd December, 2005.The store revolves around 5 Concepts in each of its outlet. Its brands ranges in both branded and non branded domestic, International and in house brands .The five Concepts of Lifestyle are Baby Shop, Splash, Shoe Mart, Home Centre and Lifestyle .

Five concepts of lifestyle and different brands in it

Baby Shop:
It keeps a complete range of Formal wear, Casual wear, Party wear, Sports wear, Inner wear, Outerwear, sleepwear for both boys and girls and accessories adding to its range .Some of the few brands kept are: Gini & Johny , Disney, Barbie, Lilliput, Ruff, Juniors, Artex, Neva, Swan, Alamode ,Square, JRS active, Juniors, Disney, Sport king, Pigeon, Johnson & Johnson, Pampers , Strieble , Avent , Mother Care, Smart fortune etc.

Splash:
Splash includes a wide range of both mens and womens Casual Wear, Formal Wear, Party Wear ,Ethnic Wear, Innerwear and Sports Wear .Some of the few brands kept under Womens wear are:Madame, MS, Levis, Lee, Pepe Jeans, Lee Cooper, Expozay, Melange, Biba, W,Enamor, Sweet dreams, Triumph, Lady Care, Vanity Fair, Jockey, Juliet, Zync, Numero Uno, Lovable, Allen Solly etc.[ Mens wear are: Nexus, Provogue, Black Berrys, Numero Uno, Louis Philippe, Pepe Jeans, Allen Solly , Van Heusen, Zync, Jockey, Nike, Shapes, Reebok, Levis, Arrow, Adidas, Tycoon ,Wills, Colour Plus, Indian Terrain, Chromozome, Tommy Hilfiger etc.

Shoe Mart:
Shoe mart has an exclusive collection of shoes and accessories. The range includes brands like Reebok, Nike, ID, Hide sign Bags, Woodland ,Schuz , Xpressions, Red Tape, Baggit, Club tree ,Roselle etc

Home Centre:
Home Classics range includes everything from homeware, to gifts, to furniture andfurnishings from across the world. An extensive collection of Lamps, carpets, curtains,rugs, table linen, bed linen, glassware, crockery, cutlery, cookware, furniture and evenartificial plants, trees and flowers are included in the Home Centre section. Some of the brands present in the store are: Swayam, Portico, Magpie, Crystal de etc

Lifestyle Concept:
Lifestyle has the widest range of: Exquisite Fashion Jewellery - Gili,Ishi's, Nirvana, Carbon, Sparkles,Adora Watches - Titan, Citizen, Espirit,Swatch, Tommy Hilfiger, Armani, TagHuer, Tissot, Mexx, Pierre Cardin,Giordano, Police, Fossil and DKNY. Sunglasses - Rayban, Polo Sport, Image, Sprint, Oakley, Scott, Espirit, Elle,Giordano, Oxydo, Provogue, Tommy Hilfiger, Polaroid, Miame Blues and Levis. Cosmetics - Revlon, L'Oreal, Chambor, Elizabeth Arden, Dianao-London,Maybelline, Artdeco, Lakme and Bourjois. Fragrances - Hugo Boss, Calvin Klein, Azzaro, Burberry, Ferrari, Cartier, Lanvin,Ted Lapidus, Cuciano Soprani, Faconnable, Tommy Hilfiger, Gant, Escada,Lacoste, Valentino, Gucci, Evaflor, Jacquer Bogart, Thais, YvesSaint Laurent,Joop, Jennifer Lopez, Adidas, Espirit, Tabac, Harley Davidson, Britney Spears,Davidoff, Nina Ricci, Jacomo Trusardi, Mont Blanc, Carolina Herrera, Rochas,Dunhill, Novae, Jenne Arthan, Parcolux, Aigner, Fahrenhiet Dior, Jadure, PurePoison and Miss Dior Cherier. Health & Beauty - Shahnaz Hussain, Biotique, Lotus, VLCC.

SWOT ANALYSIS
Strength and weakness would relate to internal environment of the store. With respect to the given project internal environment was majorly confined to merchandise of Splash concept only .Opportunity and Threat would relate to external environment in which store is functioning. With respect to the given project external environment was majorly confined to merchandise that is apparel and accessories of men's and women's of the competing stores that is Shoppers Stop and Hyderabad Central only .SWOT analysis was taken by researcher to understand the internal and external environment influencing the functioning and growth of Lifestyle .The internee has tried to find out the internal strength and weakness of Lifestyle through personal observation so as to get a clear picture of areas where Lifestyle is having an advantage and the areas where it is lacking .The internee studied the external environment to know the competitors strength .It also studied the merchandising aspect of the competitors so as to notify Lifestyle of the possible opportunity which it can avail of and alert it about the threats it could likely face in near future .The finding in this study was based on survey of basically two competitor store that is one departmental store (Shopper stop) and other being mall (Hyderabad Central) of Hyderabad .Hence care should be exercised in generalizing these finding to other geographical locations

women wear department

STRENGTH:
*Style, fit and quality is a major strength in SKD's and is available for all occasions. Style,fit and size availability and color options is a major strength in mix n match. *Because there is a wide collection in ethnic wears and availability of latest fashion like inSalwars , skirts and kurtis, block prints, dobby works, materials with small figures suchas dots, geometric designs, small floral pattern woven in fabrics, therefore ethnic wearsis strength. Ethnic wears caters to broad age group as merchandise is for young andmature class. *Style, fit and quality and collection is a major strength in formals in brands like AllenSolly and Expozay. *in denims, style, fit and quality is a major strength in jeans.Pepe and Levis has good collection In casual, broad and deep assortment of merchandise is observed and brand like Ginger offers suitable merchandise for current fashion at reasonable price. All the new arrivalsand fresh arrivals are given emphasis. Vast color option is appreciated in Ginger. *High quality merchandise: the quality of merchandise is significant because of national brand in existence. And many brands under one roof therefore unmatched variety. *In lingerie, availability of major brands: Lifestyle carries all the major brands in lingerieincluding its in house catering to both age groups that is young and mature class. It doeshave an advantage over major competitor stores in lingerie section.

*Huge customer base with most elite class as target customer and conversion rate is alsohigh. *Wider price range: many brands available therefore with different price range startingfrom low to high.

WEAKNESS:
*Problem of replenishment should be solved to ensure availability of fresh merchandise. *In ethnic wears, space available for display is less in mix n match. Lack of traditional prints like bandhini, batik designs in mix n match that other stores do have. The collection for ethnic wears at Central is vast with more product assortment that is broad and deep assortment in ethnic wears as compared to Lifestyle collection that is narrow and deep. The brands like Neerus's new collection in SKD's (chudidar with umbrella cut Kurta) at central at Rs 1990 is moving fast. Neerus has a good collection of sarees and skirts at less cost. *In knits, size unavailability is an area of concern. In knits more style at fewer prices should be made available. There is also less option in bigger size available. *In denims, more of display area should be there as display of latest fashion is most important with regard to washes, fits and designs and the arrangement in shelves doesn't work. Need more mid waist with regular fit styles having 34 sizes. *In denims, absence of denim jackets: denim jackets should be made available. *In denims, Levis "diva' collection is fast moving but size and stock is a problem. This collection is moving fast in all the other competitor stores and fancy or crystal jeans are also missing in any brands available. In Levis "Red Loop" collection is also missing (it is more in fashion because of different types of washes In accessories, lack of variety, style and color-More styles in fashion bags and stoles are required. *Less of mannequins and absence of any moving mannequins is a weakness, also dressesof mannequin is not frequently changed and accessories like , shoes ,stoles, necklaceesties ,caps, bags and bracelets is also not be their part and shelf talker is also not always been placed .Therefore visual merchandising is not satisfactory as the competitors. *The location of alteration is inconvenient for the ladies as they do not like to getmeasured in front of mass near escalator. .

OPPORTUNITY:
*Tie up with manufacturers: an opportunity to have tie ups with manufacturers can lead tomorrow of margins and some offers can be put on with tie ups with manufacturers. LCD scan also be placed at different places and visuals of different brands available must be played, this

would earn revenue from brands as well as entertainment to shoppers .This strategy is adopted by retailers like Shoppers Stop, Central, Trouser town etc. *For better visual merchandising at less cost, podiums can be sold outs to particular brandand thus the responsibility for visual display and merchandising can be handed over to that very brand. Thus they go for fresh arrival display with their new ideas and different types of mannequins at their cost. *Introduction of more Private labels: more margins can be generated with new styles leading market and fashion industry. It has already introduced two international brands -- Kappa (an Italian sportswear brand) and Bossini (a Hong Kong-based casual wear brand). Negotiations are on to launch more international brands to be sold through its Lifestyle In accessories, fashion bags and jute bags can be stocked to make accessory section more appealing. Stoles of different fabric and color can be stocked. Fashionable belts can beintroduced and can be displayed adjacent to denims. *The styles in skirts have to be introduced. *In lingerie, with more and more women taking western wear which have more pronounced cuts, demands for well fitted innerwear has grown .Lifestyle enjoysmonopoly in most brands available so replenishment must be proper. *More walking space thus generated and more of display for denims could be made toshow washing and style. Visual merchandiser is a requirement at store level

THREATS:
*Shoppers have SKD's in BIBA in a wide range of 895-5095.it has good style atreasonable price in its in house brands also. *Kurta with good design at fewer prices is available at shoppers at Rs 399 and in casualsalwars also, prices are also reasonable. Display capacity is more at central and shoppersin ethnics. *Fabric pieces (ready to stitch) are also available at Shoppers (DIY) for SKD's at Rs 495onwards, and at Central in Neerus & Biba carrying unstitched suits collection. *Designer wears at shoppers' Buzz" available at affordable price and is exclusive wears. *More of ethnic wear at both stores that is sarees and ghaghara. *Shoppers Stop has large variety of surface textured ex rubber prints, hand painted, spray paint, on kurtas .It had dupattas of bandhini and batik. *More of women's malls being emerging is a threat as increase in number of womenvisiting malls, some retailers are considering the concept of malls that would cater exclusively to women

customers. An estimated 12 malls are expected to come up over the next 2-3 years that focus on attracting women, whether they are housewives or working women. These malls would offer only women-centric products and have an allwomen staff. One of the first developers to make such a mall is Sun City developers whohave begun work on their first such mall and plan to make 5-6 more women focusedmalls. Aerens Group who have developed the Goldsouk and Wedding Souk malls arealso likely to build a woman centric mall. Delhi's Ansals Plaza, one of the capital's firstmalls is also working to create special zones for women related products

mens wear department

STRENGTH: *In formals, pricing in formal shirts is a strength of this section, availability of wider price range that is from low to high .availability of national brands under one roof and variety of brands, regular, premium, and budget is also a strength and in formal trousers, it has good color options and also highly satisfy in style and fits to consumers. *In formals brand like Code, shirt is the fastest moving in less price range category and earns most of the profit to the brand. Fit is also the main attribute, it has introduced various shirts with slim-fit which is not available other formal brand. *In casuals, price satisfaction is highest in both shirts and trousers with exclusive party wears collection in Zod and V.In casuals, lots of brands are available.e.x. Color plus ,Allen solly. High quality merchandise: the quality of merchandise is significant because of national brand in existence. And many brands under one roof therefore unmatched variety. *In innerwear, availability of major brands: Lifestyle carries all the major brands ininnerwear including international brands catering to both age groups that is young andmature class. *Huge customer base with most elite class as target customer and conversion rate is alsohigh. *Offering suitable merchandise for current trend where new arrivals and fresh arrivals aregiven emphasis.

WEAKNESS:
*Unavailability of sizes is a serious problem *In formal, color unavailability among trousers is a problem. *In formal shirts Louise Phillip, "Perma press" collection is missing but is available incentral at Rs 2000 and above and is fast moving. Lifestyle has only "Gods and King collection in it that is

also wrinkle free and is similar to Van Huesan "worldwear"collection and "True Tech", both are non-iron . *28 waists is missing in formal trousers except in Blackberry and Code therefore, incasuals, size unavailability is a problem. *In formal suits, consumer asks for light color option, Lifestyle has only blue, black andgrey options. Lifestyle also miss brands like Urbana for suits and blazers targeting premium segment and its exclusivity is its fabric that's techno fabric like stain free, sweatfree, cooling effect etc and is available at central and brand like Shapes are missing thathas wide collection and is very trendy for Swede type fabric and some cases leather typecollars on different fabric at Rs 4000. *Tie stands must be made available. *More walking space has to be generated in menswear department for hassle freeshopping. *In casuals, only corduroy jacket were available and that too of "master of cords'collection and 'V-Nova" collection of blackberry only. *In casuals, Indian terrain brand has less stock "outback" collection in shirts with regard tocolors. In Dockers also competitors like Central carry good and wide collection with satinfinish, and prints which is not in Lifestyle. In allensolly, "Neo-uncrushed" collection for trousers is also missing and even deviation collection and micro fiber collection for trousers has less stock and only 3-4 color options were available. These are all fastmoving in other stores. The specialty among them must be highlighted that is Mobile phone pocket attached to it. *In formals and casual collection, limited stocks in linen trousers were available that isonly white ,beige and off white shades are available in menswear ,even Van Huesan'slinen trousers are also missing. *In denims, absence of trendy collection e.g. Torn jeans or John Abraham collection from Wrangler are unavailable. Worn out and rugged look are in only Spykers .In Levis,collection like 530,517,511,506 etc are available but 501 is missing, it is more trendytorned at knee and it has button fly jeans ,it is FMS in central .Lifestyle has button fly jeans only in Spykers and is moving fast. Levis "signature collection" (that is more basicdesigned) and "red loop" collection is also missing (it is more in fashion because of different washes)and Levis "street mine" collection(its trendy and casual) is also missing

OPPORTUNITY:
*More of ethnic wears san be introduced and made available for all occasions. *Designer wears is also a good options and is also a range of exclusivity. *More brands are required in formal wears as very less brands are available.

*Introduction of more Private labels: more margins can be generated with new styles leading market and fashion industry. It has already introduced two international brands -- Kappa (an Italian sportswear brand) and Bossini (a Hong Kong-based casual wear brand). Negotiations are on to launch more international brands to be sold through its Lifestyle

*Trendy and casuals brand for jeans and shirts can be introduced like brands like Push and Shove at Shoppers Stop (fashion and accessories), that has embroidered and torn outs designs and is moving well. The same strategy can be for Lifestyle in-house could work on and Forca could have boot cuts styles. Messages T-shirts are unavailable like that of Tantra in menswear so that should also be introduced in In- house labels. *In accessories, fashion bags and jute bags can be stocked to make accessory section more appealing. Sports wears section can be made more attractive by better visuals and more new collection. *More walking space could be generated and more of display for denims could be made to show washing and styles *More size options can be generated. *Casuals and denims has better scope to do well as market requires trendy collection, so better opportunity to keep young collection. *At Shopper Stop , First Citizen cardholders earn 2 more points additionally on everyRs100 in case of golden card consumer and 1 more points on every Rs100 in case of silver card consumer, purchasing in-store brands like 'Stop' and 'Kashish'or Life,Vettorio Fratini and Austin Reed ;similar policy can be introduced in Lifestyle onthe purchase of in-house brands Code and Zync

THREATS:
*Emergence of exclusive brand outlets and specialty store is a threat. *Better collection and their availability in other competitive store is a threat. *Display capacity and walking space is more at central and shoppers. *Designer wears at shoppers' Buzz" is available at affordable price and is exclusive wears collection.

*The in house of brands of competitive stores has innovative design, fit and quality fabric. E.g. the design of "John Miller" made in Italy

*Competitive stores, which has more young collection and are youth oriented is a threat asthey cater to youth segment that is around 70% of Indian population less than age 35

SOME MORE OPPORTUNITIES AND THREATS

: *Marketing strategies should be made stronger by any tie ups with media to promote the brands.(Ex. Pantaloon with times group, and now sponsoring cricket match). *Tie up with manufacturers or brands: an opportunity to have tie ups with manufacturers or brands can lead to more of margins and some offers can be put on with tie ups with manufacturers. LCDs can also be placed at different places and visuals of different brands available must be played, this would earn revenue from brands as well as entertainment to shoppers .This strategy is adopted by retailers like Shoppers Stop, Central, Trouser town etc Need coverage in local TV channels. Westside, Pantaloons are doing the same .At Central denim exchange offer were running where a consumer can get Rs 200 off on old denim for the purchase of new denim. Few days back same offer were there at S Shoppers Stop but it had an exclusive offers to get designs created on denims purchased For all Arvind Mills brands and for rest at the cost of Rs 200 only. Now Central has offers of nail art, body art, and caricature wee all free of cost but T-shirts design and denim design were at the cost according to the size of designs .Now .Central has SKD's exchange offer where on the purchase of above 3001 a consumer can get Rs 777 off on old SKD's, and on the purchase of above 3001 a consumer can get Rs 777 off on old SKDs, andon the purchase of above 2001-3000, a consumer can get Rs 555off on old SKDs, and on the purchase of above 1001-2000, a consumer can get Rs 333 off on old SKDs, and on the purchase upto 1000, a consumer can get Rs 222 off on old SKD's. *Visual merchandising is not satisfactory as the competitors. Visual merchandising is a practice that supports retailers in presenting their retail space in the best possible way to maximize sales. It helps a lot to educate the customers, creates desire and finally augments the selling process. It helps in drawing the attention of the customer to enable them to take purchase decision within shortest possible time, and thus augmenting the selling process. More of mannequins and moving mannequins can be introduced and dresses of mannequin is to be frequently changed and accessories like ,shoes ,stoles ,necklaces ties, caps ,bags and bracelets must also be their part. It helps in establishing a creative medium to present merchandise in 3D environment, there bye enabling long lasting impact and recall value. Shelf talker must always been placed .Mannequin forms bring clothing to life making it more enticing. Mannequins Breathe Life Into Window & Store Designs.

*At Shopper Stop , First Citizen cardholders earn 2 more points additionally on everyRs100 in case of golden card consumer and 1 more points on every Rs100 in case of silver card consumer, purchasing in-store brands like 'Stop' and 'Kashish'or Life,Vettorio Fratini and Austin Reed ;similar policy can be introduced in Lifestyle onthe purchase of in-house brands Code and Zync

visual merchandising
Lifestyle follows a standard display method in all the stores, the following are the visual merchandising techniques used at lifestyle. *Regular displays are done on the gondolas. It is sub group wise, size wise, style wise and color wise. *Exclusive displays are done according to the brands (sometimes suitable accessories are also displayed along with the shoes) *The new arrivals are displayed on the top shelves to catch the customer's attention. The specialty about the new arrivals, their special feature are be highlighted. *Duplication is avoided and the display on one shelf therefore different from the other shelf so that the customers attention is drawn towards it *Season is considered while merchandising the exclusive wall/ windows or gondolas. *Group mannequins at entrance are for men's and women's gives a flow of ideas about the concept and their merchandise mix. It helps in establishing a creative medium to present merchandise in 3D environment, thereby enabling long lasting impact and recall value. *Mannequins are dressed in fresh arrivals or in that which is not moving fast. Fixtures are allotted to the brands according to the quantity of merchandise. *Best selling group are placed at the end, so that the customers see all the products while passing through, to reach the section. *The arrangement on racks is done size wise, the top most is the smallest size and the last is the largest size. *The section that does the best sale is placed at the end in the ladies section