C:\Fakepath\Merchandising Fabindia Ppt

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Merchandise assortment and merchandise policy of FABINDIA

SUBMITTED BY:DIKSHA KHANNARASHMI NANDAL

SHIKHA KANDHARINIFT,BANGALORE

MASTER OF FASHION MANAGEMENT

HISTORY OF FABINDIA • Bissell established FabIndia

in 1960 in order to fuse the best aspects of East/West collaboration.

• By the early eighties, they started producing garments made from hand woven and hand block printed fabrics.

Contd.• Started as an export house

has today become a successful retail business.

• Today they have retail outlets in all major cities of India - 97 at last count - in addition to international stores in Dubai, UAE; 3 stores in Bahrain; Doha, State of Qatar and Rome, Italy.

WHOLESALE EXPORTS • Fabindia exports to over 34 countries worldwide, to

wholesalers as well as retailers. • Products include home linens as well as garments. Exports

are done on the basis of standard Terms and Conditions. • A special collection is developed for exports twice a year,

which is showcased at the Indian Handicrafts and Gifts Fair, New Delhi in Spring and Autumn.

RETAIL• Fabindia was awarded “Best Retail Brand” in 2004 by The

Economic Times of India. In 2004, Fabindia was featured as part of a CNBC special TV report on India .

OBJECTIVES• Fabindia was founded with the strong belief that there was

a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain rural employment.

• They blended indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to today’s consumers .

• Their endeavor is to provide customers with hand crafted products which help support and encourage Good craftsmanship.

PRODUCTS AND PRODUCT MIX• The products of Fabindia in the initial years consisted of

only upholstery fabrics for export to overseas markets. Then in the early part of 1980s readymade garments were added to its product line and in 2004 organic products were added.

• In 2006 body care products were introduced. Thus, the product mix of Fabindia could be divided into three broad groups, namely Garments, Home Products and Organics.

PRICE RANGE• PRODUCTS• GARMENTS AND JEWELLARY

• The collection, priced between Rs.100 and Rs.8,000, comprises ethnic jewellery in silver, beads, thread, wood, bell metal (brass and copper), clay, ceramic, leather and glass .

• The collection - of traditional as well as contemporary jewellery, is available in three designs, Anusuya, the classical range; Ananya, the unusual and contemporary designs; and Amna, the trendy and casual range.

Home products:

• The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a selection of handcrafted utility items.

• Home furnishings – bed, bath, table and kitchen linen, upholstery fabric, curtains, floor coverings and a range of non textile products like furniture, lights, lamps and stationery.

• for upholstery starting from 100 Rs per meter to 450 Rs per meter.

Organics: • Fabindia Organics carries several types of cereals, grains,

pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs.

• Price range for organics varies from product to product and quantity.

• Fabindia has launched organic food products after due certification as per the standards set by the International Federation of Organic Agriculture (IFOAM) and the National Programme for Organic Production (NPOP).

Assortment Planning at FabIndia Stores

• Each FabIndia Store has its own Buying Plan according to Inventory, past sales and Budget Given.

• Each Store is given a Wallet based on the budget that is planned by Marketing People and Finance People at the Headquarters.

• The survey done at Kormangla store has buying plan as follows:-

• They are given a wallet for each month.

• Buying is done after each week after checking the inventory for replenishing the stock.

• Each Garment style has a code called style no. and to replenish that style the style no. and quantity is fed into their systems.

Contd.• Then the Stock is replenished from the warehouse of

FabIndia headquartered in Delhi to the respective stores.• The warehouse at Delhi orders the quantity to its suppliers

who sends them the finished goods.• The FabIndia warehouse has its suppliers in Delhi , Jaipur,

Bikaner and Bhuj• FabIndia offers 2 types of Apparel Category with Different

price Range. • Premium Apparel Category – It includes Silk, Cotton

Chanderi and Party Wear. It forms 20% of buying.• Core Apparel Category – It includes Printed and Woven

Cotton. It forms 80% of buying.

MERCHANDISING POLICY• Exhibitions play a crucial role in promoting the new

products launched by fabindia in different seasons.• They use advertising in the form of print media, mobile

networking and posters and hoardings• Fabindia promoted its products, mostly through posters,

word of mouth and events. • The youth leaders who patronized Fabindia garments were

like brand ambassadors for Fabindia. • The news reports also to a certain extent worked as

advertisement for Fabindia.• Managers regularly go for field visits to explore new

possibilities. • The ‘mystery shopper’ technique is used to keep a watch

on operations in stores.• Their main motif is to promote the art of rural India in the

fast moving fashion industry.

PRODUCT LINES OF FABINDIA• FABINDIA is offering multiple product lines. They are

catering to Women, Men as well as Kid’s segment in apparels and has products in Furniture, Organic Food, Body care, Accessories, Upholstery etc. They have 18 product lines. The Product lines offered by FABINDIA are as follows:-

PRODUCT LINES OF FABINDIAWOMEN’S WEAR MEN’S WEAR KID’S WEAR

FURNITURE

BODY CARE

ORGANIC FOOD

UPHOLESTRY BATH LINEN

HOME LINEN HOME ACCESSORIES

COSTUME JEWELLERY

WOMEN’S JUTE CHAPPALS

MEN’S JUTE CHAPPALS KID’S JUTE CHAPPALS

BAGS

CUTLERY STATIONARY

TABLE LINEN

Each product line has length which include categories demarcated to suit consumer’s needs.

1) In women’s wear the product line length includes

Sarees Rs 700 – Rs 4000 Kurtas Rs 400 – Rs 2000 Churidars Rs 400 – Rs 1200 Pants Rs 400 – Rs 1200 Tops Rs 200 – Rs 500 Tunics Rs 400 – Rs 1200 Kaftans Rs 400 – Rs 1200 Maternity Wear Rs 400 – Rs 1200

PRODUCT LINE LENGTH OF FABINDIA


2) In men’s wear the product line length includes

Long Kurtas (Rs 400 – 1500) Short kurtas (Rs 400 – 1500) Churidars (Rs 300- Rs 800) Bush Shirts (Rs 400 – 700) Fitted shirts (Rs 400 – 700) Ties (Rs 100 – 300) Pants with drawstrings Trousers Nehru Jackets (Rs 400- Rs 1000)


3) In Kid’s Wear the product line length includes products for Infants, Girls and Boys (Rs 200-Rs 1000)

Frocks Dhotis for boys Shorts for Boys Churidars Pajamas

4) In Costume Jewelry the product line length includes (Rs 500- Rs 8000)

Bracelets Neckpieces Rings Ear Rings


5) In Bags the product line length includes(Rs 500- Rs 2000) Hand Bags Luggage Bags

6) In Body Care the product line length includes(Rs 100-Rs 1000) Face Packs Face Creams Soaps Hair Shampoos Hair Conditioners Hair Oils Body Scrubs Skin care products


7) In Home Linen the product line length includes

Quilts (Rs 1500 – Rs 2000) Bed sheets (Rs 400 –Rs 1500) Pillow covers (Rs 100 – Rs 400) Bolster covers

8) In Organic Food the product line length includes

Concentrates Pickles Flour Pasta Spices Dry Fruits Rice


9) In Home Accessories the product line length includes (Rs 100-Rs 1500)

Lamp shades Candles Vases Wooden Vases Ceramic Vases Metal Vases Handmade Paper Photo Frames

10) In Upholstery the product line length includes

Curtains (Rs 500 – Rs 1500) Durries


11) In Bath Linen the product line length includes(Rs 200-Rs 1200) Bath Robes Towels

12) In Cutlery the product line length includes(Rs 200-Rs 2000) Bowls Spoons Cups Plates

13) In Furniture the product line length includes(Rs 1500-Rs 15000) Chairs Tables


14) In Stationary the product line length includes

Handmade Paper Files Handmade Paper Pads

15) In Table Linen the product line length includes

Table cover (Rs 300 – Rs 1600) Table napkins (Rs 100 – Rs 300) Map and napkin sets (Rs 600- Rs 800) Table runners (Rs 300 – Rs 1200)

The Percentage of Business extracted from Apparel and Home

in FabIndia is as Follows:-Segment Percentage

of Business

Garment + Jewelry

80%

Home Accessories + Organic Food

20%

0%10%20%30%40%50%60%70%80%90%

Garment +Jewelry

HomeAccessories +Organic Food

The Percentage of Business extracted from Women, kid’s and Men’s in

Garment Product Line in FabIndia is as Follows:-

Category Percentage of Business

Women’ Wear

45%

Men’s Wear 30%

Kid’s Wear 25%

0%

10%

20%

30%

40%

50%

Percentage ofBusiness

Women’ Wear Men’s Wear

Kid’s Wear

PRODUCT LINE DEPTH OF FABINDIA

Each product line length has a depth which include items in different sizes and many number of Styles. The Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases.

1) In women’s wear the product line Depth includes Sarees 1)Chanderi Sarees 2) Silk Sarees a)Printed Silk Sarees b)Woven Silk Sarees

PRODUCT LINE DEPTH OF FABINDIA3)Kantha Sarees 4)Cotton Sarees a) Printed Cotton Sarees b) Woven Cotton Sarees

Kurtas 1. Mini Full Sleeves- S,M,L,XL,XXL2. Mini Half Sleeves- S,M,L,XL,XXL3. Mini Sleeveless- S,M,L,XL,XXL4. Short Full Sleeves- S,M,L,XL,XXL5. Short Half Sleeves- S,M,L,XL,XXL6. Medium Full sleeves – S,M,L,XL,XXL7. Medium Half Sleeves - S,M,L,XL,XXL8. Long Full sleeves - S,M,L,XL,XXL


3.Churidars - S,M,L,XL,XXL 4.Pants - S,M,L,XL,XXL 5.Shorts- S,M,L,XL,XXL 6.Tunics 1) Small tunics- S,M,L,XL,XXL 2) Long tunics - S,M,L,XL,XXL 7.Kaftans- S,M,L,XL,XXL 8.Maternity Wear- S,M,L,XL

2) In men’s wear the product line Depth includes

PRODUCT LINE DEPTH OF FABINDIA Men’ Size Chart

1. Long Kurtas- Cotton – 36-46 Long Kurtas- Silks – 36-46 2. Short kurtas – Cotton – 36-46 Short kurtas – Silks – 36-46

SIZE 36 38 40 42 44 46SHOULDER

18 19 20 21 22 23

CHEST 36 38 40 42 44 46

WAIST 30 32 34 36 38 40

HIP 37 39 41 43 45 47

PRODUCT LINE DEPTH OF FABINDIA3.Churidars

4.Bush Shirts – Short Sleeves - 36-46 Bush Shirts – Long Sleeves - 36-46 5.Fitted shirts – Short Sleeves – 36-46 Fitted shirts – Long Sleeves – 36-46 6.Ties7.Pants with drawstrings – 36-468.Trousers -36-469.Nehru Jackets-36-46


• In Kid’s Wear the product line Depth includes products for Infants, Girls and Boys

Boys Measurement Chart in InchesAGE 2-3 3-4 4-6 6-8 8-10 10-12SHOULDER

10 10.5 11.5 12.5 13.5 14.5

CHEST 21 22 24 16 28 30

WAIST 20 21 22 23.5 25 26.5

HIP 22 23 24 26.5 29 30.5

PRODUCT LINE DEPTH OF FABINDIA Girls Measurement Chart in Inches

1. Frocks – 0-3 yrs,3-6 mnths,6-1 yr,1yr-2 yrs2. Dhotis for boys – 2 -12 yrs3. Sorts for Boys -2 -12 yrs4. Churidars Pajamas - 2 -12 yrs

AGE 2-3 3-4 4-6 6-8 8-10SHOULDER

9.5 10 11 11.5 12

CHEST 21 22 23.5 23.5 27.5

WAIST 20 21 22 23 24

HIP 22 23 24.5 26.5 29

PRODUCT LINE DEPTH OF FABINDIA3) In Costume Jewelry the product line Depth includes

a)Bracelets – The Styles and Color varies from season b)Neckpieces – The Styles and Color varies from season c)Rings– The Styles and Color varies from season d)Ear Rings – The Styles and Color varies from season 4) In Bags the product line Depth includes a)Hand Bags – Jute Bags – 3- 6 stylesb)Hand Bags – Canvas Bags – 3- 6 stylesc)Luggage Bags – Jute Bags – 3- 6 stylesd)Luggage Bags – Canvas Bags – 3- 6 styles


5) In Body Care the product line Depth includes

Face Packs – Chandan, Turmeric, Multani Mitti Face Creams 2-5 Soaps- 2-4 Hair Shampoos – 3-5 Hair Conditioners- 3-5 Hair Oils – 3-5 Body Scrubs -3-4 Skin care products- 3-4.


DESCRIPTION FEET INCHES CMSSINGLE 5X7.5 60X90 150X225

LARGE SINGLE 6X9 72X108 180X270

DOUBLE 7.5X9 90X108 225X270

BABY 3.75X5.75 45X68 112.5X170

6) In Home Linen the product line Depth includes

Quilts


2.Bedsheets3.Bolster covers4.Pillow covers

7) In Organic Food the product line Depth includes1. Concentrates

Lemon Malta Rhodendron

2. Pickles Mango Ginger Garlic

PRODUCT LINE DEPTH OF FABINDIA Green chili Ginger Garlic Lemon

3.Flour Ragi Soybean (Whole) Black Soybean Pysllium Wheat

4.Pasta – Wheat , 5. Spices

Chili Flakes Rai Yellow Chili Black Pepper White Pepper


6.Dry Fruits – Walnut, Cashew nut 7.Rice – Basmati (Brown and White) 8. In Home Accessories the product line Depth includes 9.Lamp shades

Handmade PaperGlass

10.Candles11.Vases12.Wooden Vases13.Ceramic Vases14.Metal Vases15.Handmade Paper Photo Frames


9) In Upholstery the product line Depth includes a)Curtains b)Durries

FEET CMS1.5X2 45X150

2.5X4.5 75X135

3X5 90X150

4X6 105X180

5X8 150X150

6X9 180X270

9X12 270X360


10) In Bath Linen the product line Depth includes Bath Robes Towels

ITEMS INCHES CMSLARGE 30X60 75X150

MEDIUM 27X54 67X135

HAND 15X24 37X60

FACE 15X15 37X37

BATHMATS 18X28 45X70

PRODUCT LINE DEPTH OF FABINDIA11) In Cutlery the product line Depth includes Bowls Spoons Cups Plates12) In Furniture the product line Depth includes Chairs Tables13) In Stationary the product line Depth includes Handmade Paper Files Handmade Paper Pads 14) In Table Linen the product line Depth includes

PRODUCT LINE DEPTH OF FABINDIA Table cover

INCHES CMS36X36 90X90

45X45 113X113

45X72 113X180

60X90 150X225

60X120 150X300

36 ROUND 90 ROUND

60 ROUND 150 ROUND

PRODUCT LINE DEPTH OF FABINDIA Table napkins Table mats Map and napkin sets Table runners

KURTAS ;MEDIUM F/S KURTAS ; LONG F/S

KUTAS;MEDIUM H/S KURTAS; LONG H/S

KURTAS;MEDIUM S/L SILKS

CHURIDAR SALWAR

SMALL

KURTAS MINI F/S KURTAS ; LONG F/S

KUTAS MINI ; H/S L/S KURTAS LONG-H/S

KURTAS MINI S/L LONG S/L SILKS

CHURIDAR SALWAR

MEDIUM

KURTAS MINI F/S KURTAS LONG F/S

KUTAS MINI H/S KURTAS LONG-H/S


CHURIDAR SALWAR

LARGE

KURTAS MINI F/S KURTAS LONG F/S

KUTAS MINI H/S KURTAS LONG-H/S


CHURIDAR SALWAR

XL

SMALL KURTAS-SHORT F/SSMALL KURTAS- SHORT H/S

SHIRT F/S SILKSSHIRTS H/S TOPS H/S

KURTAS ; SHORT S/L SHIRTS & TOPS S/L

SKIRT

MEDIUM KURTAS-SHORT F/SMEDIUM SHORT H/S



SKIRT

LARGE KURTAS-SHORT F/S LARGE SHORT H/S



SKIRT

XL KURTAS-SHORT F/S XL KURTAS- SHORT H/S



SKIRT

SAREES NEW ARRIVALS

PANTS DRAWSTRINGS

XXL SIZES LARGE TUNICS XL

MATERNITY SMALL TUNICS M

KAFTANS KURTAS LONG XS

KURTAS MINI XS

KURTAS LONG KURTAS LONG

44

42

40

38

36

46

KURTAS LONG SILKS

44 46

40 42

36 38

CHURIDARS SMALL MEDIUM LARGE

KURTAS SHORT

44

42

40

38

36

46

KURTAS SHORT- SILKS

44 46

40 42

36 38

PYJAMAS SMALL MEDIUM LARGE

NEHRU JACKETS KURTAS SUPER SHORT

44

42

40

38

36

46

XL

4644

42

40

38

36

MENS WESTERN

BUSH SHIRTS BUSH SHIRTS

FITTED

42

40

38

36

44

42

40

38

36

MENS WESTERN

SHIRTS-HALF SLEEVESSHIRTS-FULL SLEEVES44

42

40

38

36

46

44

42

4038

MENS WESTERN

PANTS-DRAWSTRINGS

TROUSERS

PANTS

PANTS JUTIS

GIRLS TEEN SPIRIT

KURTAS SHORT

SKIRTS

WOLLEN CAPS

SHIRTS & TOPS

Thanks

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