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lifestyle International Pvt Ltd-max

Retail Division

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Retail Survey Conducted at...

2

lifestyle International Pvt

Ltd-max Retail Division

Location: MAHAGUN

Mall, Ghaziabad

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INTRODUCTION

Lifestyle International (P) Ltd, part of the prestigious Dubai basedLandmark Group, started its operations in India with the launch of the firstLifestyle store in Chennai in 1999. In little over a decadestime, Lifestylehas established itself amongst the leading retail companies in India.

Lifestyle International is among India's largest chains of fashion stores.

Lifestyle Fresh Fashion, with its focus on 'fresh look, feel and attitude'offers, trendy and hip collections that are in sync with the hopes andaspirations of discerning young and 'young-at-heart' consumers.

Lifestyle store brings together five concepts under one roof Apparel,Footwear, ChildrensWear & Toys, Furniture & Home Furnishings, Personal

Grooming - offering a convenience of a one-stop shop and a wide choiceof national & international brands.

Lifestyle InternationalFresh Fashion stores have presence with stores notjust in Metros but also in smaller towns. All stores have a wide variety ofcategories like casual wear, ethnic wear, formalwear, party wear and

sportswear for Men, Women and Kids. 3Dhruv Singh 10 PGDM 035

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Retail Format at Lifestyle

RetailStrategy

CustomerService

Merchandise

Assortment

Location

Communi

cation Mix

Pricing

StoreDesign &

Display

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Store location The location of a retail store occupies an

important place in retail strategy. It notonly conveys the image of the store, butalso influences the merchandise mix andthe interior layout of the store. While themerchandise mix can be changed andprices can be adjusted, it is difficult to

change the decision on store location.

It is located in posh locality in the centreof the city. Further the easy availability oftransport facilitates makes the locationreally accessible for shopping.

Lifestyle is situated very close to the mainroad. Lifestyle being a three floor buildinghave great visibility. To enhance thevisibility Lifestyle has put its sign board

on the top of the building. 5Dhruv Singh 10 PGDM 035

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MERCHANDISE ASSORTMENT

Lifestyle have applied the concept of category management in its day-to-day merchandising function as against the traditional brand

management merchandising practice followed by most retailers.

Category managers look at sales and margins of each brand in a

category. The whole idea of category management is to create products

across length and breadth of a category at different price points, fabrics,design, shape, seasons, colour and size.

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Shelvingflexible, easy to maintain

Hanging

Peggingsmall rods inserted into gondolas or wall systemscan be laborintensive to display/maintain but gives neat/orderly appearance

Foldingfor soft lines can be folded and stacked on shelves or tables -creates high fashion image

Stackingfor large hardliners can be stacked on shelves, base decks ofgondolas or flatseasy to maintain and gives image of high volume andlow price

Dumpinglarge quantities of small merchandise can be dumped intobaskets or binshighly effective for soft lines (socks, wash cloths) orhardliners (batteries, candy, grocery products)creates high volume, lowcost image

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PRODUCT OFFERINGS

MENS WEAR

CODE

MELANGE

FAME FOR EVERFORCA

CLUB HOPPERS

P & Q

DELUREBLACKBERRY

LADIES WEAR

Honey

GINGER

CODE

Mix & Match

MELANGE

FAME LADY

FORCA X'POSE

KIDS WEAR

JUNIORS

LITTLE TALK

DISNEY

BARBY STYLE

KAPPA

DROP

SQUARE

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PRODUCT OFFERINGS

Accessories

Watches - G-shock, Fast Track, Tissot

Pens- Tommy Hilfiger, Cross

Sunglasses- Fossil, Ray ban, Ferrari, Idee, Guess

Health & Beauty - Dior, Chanel, Ponds, Kaya, Shahnaz

Jewellery - Ddamas, Asmi, Viola, Gili

Fashion Accessories - Ginger, Toni Q

Home Centre

Shoe Mart

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PRODUCT OFFERINGS CHART

Brands

Mens

Formals Casuals

Womens

Formals Casuals10Dhruv Singh 10 PGDM 035

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POPULAR BRANDS

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POPULAR BRANDS

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POPULAR BRANDS

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STORE LAYOUT

Lifestyle follows a free form store layout. No particular format is followed

anything is placed anywhere but strategically. Lifestyle fall under followingcategories- Departmental stores, Malls, E-retailers Here when it comes to

arranging the clothes, same type of clothes are put up together in different sizes

so that same clothes are available for every size at one point only.

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Storage, Receiving, Marketing

Underwear Dressing Rooms

Checkout counter

Clearance Items

Feature FeatureJeans

Ca

sualWear

Stockings

Access

ories

Pants

To

ps

To

ps

SkirtsandDres

ses

Hatsand

Handbags

Open Display Window Open Display Window

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STORE LAYOUT AT DIFFERENT

LEVELSFirst level

Spring (Designer

wear for men and

women)Ladies Formal

Ladies Ethnic Night ware and

Lingerie

Kids Wear

Infant Necessities

Toys

Footwear

Ladies Wash Room

Drinking Water

Ground Level

Ladies Formal

Ladies Denim

Cosmetics and

Fragrances Fine Jewellery

Blue Sky

(Sunglasses and

Watches)

Fashion

Accessories

Customer Service

Desk

Second Level

Mens Occasions

Wear

Mens Formal

Mens Ethnic

Denim Wear

Mens Casuals

Active Wear ,

Sporting Goods Teen Boys

Mens Washroom

Drinking Water

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STORE DESIGN

Exterior Store Design

The exterior appearance of a store silently announces

what customers can expect inside. Good exterior visual

merchandising attracts attention, creates interest and

invites the customer into the business.

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STORE DESIGNInterior Store design

Flooring and Ceiling Graphics & Sign ages

Lighting Music

Store security Colour & Fragrance

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SPACE ALLOCATION AND UTILIZATION

Furniture and fixtures

Walk Ways and Entries

Sound type and density

Odour type and density

Visual merchandising-Merchandise Type and

Density

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PRICING

Since Lifestyle provides products to apotentially large number of customers at

affordable prices, it falls in the High Turnover -

Low Margin Category.

They propose to provide branded products at10 - 15 % less than the MRP and 15 -20 % off

on the local brands, which is similar to what

has been carried out in Pantaloons. 19Dhruv Singh 10 PGDM 035

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PROMOTIONAL STRATEGYGIFT VOUCHERS

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POSITIONING STRATEGYInitially positioned as a family store, it finally veered towards

becoming a fashion store with and emphasis on youths andclear focus on FRESH FASHION. They are targeting youth and

even women, since they are the ones defining most

purchasing decisions.

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THANK YOU

Presented By: Dhruv Singh

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