Retail Brand Management

Dilip Kumar

Roll no.-06

Fashion Communication

GLOBUS BRANDS

Youth Fashion Brand

Globus aspires to be ‘the’ iconic youth fashion brand in the country. Globus is a

complete fashion brand – it’s the apparel brand and the destination brand. Three

words which capture the spirit of the youth – vibrant, maverick and expressive. Globus

is exactly that…our vibrant and maverick designs are not just setting fashion trends but

more importantly helping our customers express themselves.

The entire fashion range comprises of apparel for men, women, kids and accessories at

amazing prices. The range spans across usage occasions – work wear, campus wear,

club and lounge dressing and genres Western, Indian and mix-n-match. A well

researched sizing ensures a good fit for the Indian silhouettes.

Eye candy fashion

F21 is an accessible hi-fashion brand, offering high-quality apparel. F21 – the edgy

fashion brand - is designed to appeal to the more experimentative and adventurous

consumers who seek cutting edge fashion. Styling and fabric innovations help F21 offer

high end fashion at prices which are affordable for the young

consumers. From everyday casual occasions to clubwear, F21

promises consumers attention unlimited.

The Globus Design Hub

The heart of our business lies in this creative workplace of our organization named

Globus Design Hub. It has been recently launched in July’07 in Andheri-Mumbai and is

at its early stages to becoming the leading design talent floor. It is the most well

equipped design studio in India in current times.

Globus is on a mission to revolutionize fashion and become an iconic youth fashion

brand in India. We aim at creating a deep connection with the Indian youth with

inspiring product designs, signature store experiences and compelling marketing.

Globus will undoubtedly bring unique fashion products; spawn haute trends and

provide powerful inspiration to its young customers to experiment further and make

individual style statements. Energized by this mission, a dynamic team of passionate

employees and business partners is constantly evolving and innovating with a view to

delight the consumer.

FASHION ………….BE GLOBUS!

Globus is one of the leading companies in the Indian Fashion Retail industry, one of the

most flourishing sectors in the current Indian economic scenario. Today, Globus is

present in 27 locations around the country. We are committed to a long term vision of

bringing an international shopping experience to all of urban India. Globus aims to be a

company that delivers consistent value to customers and exceed expectations.

Of course, we believe that this would not be possible without the hard work, dedication

and talent of our employees. We provide our employees with ‘Not just a job, but the

chance to build and advance a lifelong career’

At Globus, we are looking for professionals with high intelligence, a quest for

knowledge and a burning desire to be amongst the best!

Globus Stores chalks out Rs 800-cr expansion plan

Mumbai, Aug 27 : Fashion apparel retailing major Globus Stores Pvt Ltd, a part of the

$1.5 billion Rajan Raheja Group, is on an expansion mode. The company is planning to

increase Globus stores’ presence from 19 to 152 locations - spread across 70 cities by

2012 - on a lease model. Vice-chairman Akshay Raheja told FE, “We are planning to

invest Rs 800 crore, which will be sourced from debt, equity and internal accruals. We

hope to grow our real estate space from 2 lakh sq ft to 1.6 million sq ft by 2012.

Besides, we are planning to start online sales for our apparels by launching a new e-

commerce website soon.”

Globus plans to set up its fashion apparel retail stores in Ludhiana, Faridabad, Vashi (in

Navi Mumbai), Nagpur, Vasant Kunj (in Delhi), Muradabad, Jamshedpur, Kolkata, Pune

and Jabalpur. According to Vinay Nadkarni, CEO, Globus, “While the rental prices in

Tier I cities is 65% of the total sales, it is 45% less in Tier II cities and even lesser at

35% in Tier III cities. As part of an emerging trend, the rental prices in these locations

are expected to rise further and hence it is the right time to focus on Tier II and Tier III

cities for expansion.”

Besides, Globus Stores is planning to foray into retailing of new product categories

such as footwear and sunglasses, which will be retailed under ‘Globus’ private label

brand through our stores. “We are currently in talks with third party manufacturers in

order to enter into tie-ups for sourcing these products from them,” Nadkarni added.

The company has signed Bollywood actress Kareena Kapoor as a brand ambassador on

a two-year contract. Raheja said, “We will invest 6-7% of our overall sales turnover in

launching new advertising campaigns. With our new expansion plans on the anvil, we

hope to grow our topline from Rs 145 crore as on March 2007 to Rs 1,700 crore by the

2012 end.”

Globus partners with Tata to open Wine Outlets

Globus Wines has partnered with Tata's Star Bazaar to open its first store at Dahisar,

Mumbai. As per the arrangement, Globus selects the wines and manages the store too.

Globus has plans to open 75 more wine stores in the next two years. They launched

Miazma nine months ago and is distributing those wines nationally.

Spread across 300 square feet, the Dahisar store will stock almost all major wine and

beer brands present in the country, including the company-owned wine brand Miazma.

WORKING HARD AT SOFT SELLING

Nothing these days sells without some sort of a promotional strategy backing it. From

consumer durables to perishables to services to everything, there is marketing

promotion in some form happening all the time. With the fast pace of life that everyone

today shakes their head at, but is still loath to change, the momentum of change has

been steadily increasing. Every trick in the book is being explored, tried and tested

ones as well as daring and innovative ones. Unlikely collaborations are experimented

with, and what's more, found to be coming up trumps, nevertheless.

PROMOTIONS IN THE RETAIL INDUSTRY

In the retail industry, with the advent of large players like Shoppers' Stop and Pyramid

earlier, and Lifestyle and Globus more recently, the race has been to retain customer

base. Thus loyalty programmes for members were born. And to keep up the

enticement, new value additions are constantly sought and implemented.

Globus - adding on privileges

The Globus Privilege Club card, based on the concept of instant gratification has

ensured 100% card to benefit ratio. Members are immediately rewarded for purchases

at any of the Globus stores, in addition to a host of other privileges such as exclusive tie

ups, promotions and special shopping hours. Globus offers two different card

categories, each with it own benefits. A shopper gets a Privilege card on p urchase of

merchandise worth over Rs. 2000/- and a Globus Gold Card Membership on purchases

worth Rs. 15000/-. But these purchases can be spread across the first 3 months of the

first purchase at Globus.

Benefits include invites to specially arranged events, new product launch privileges,

like getting to check out and buy new products before anyone else, exclusive shopping

hours like special hours during festive seasons and other occasions, exclusive offers on

national and multinational brands and services available at Globus. Discount offers and

privileges at other leading outlets also can be availed of as part of the benefits of tie-

ups.

Some promotional offers

A free holiday package of 2 nights and 3 days on purchase of goods worth Rs

5000/-

A 4 night, 5-day free holiday package on purchase totalling Rs 10000/- and

above.

For the above offers, where free stay extends to a couple and a child below 2 years, 22

national and 4 international destinations are up for grabs.

Targeting youth in a big way, Globus has specific promos like Fashion remix, Pizza hut

offer etc. The former, conducted recently at all Globus retail stores in the country was

very successful. The promotion allowed participants to join the grooming sessions by

leading industry specialists. It also included free tips and vouchers from Dr. Batra's,

Gold Gym, Anjali Mukherji's Health Total to name a few, etc. They were given expert

advice on personality, hair styling, skin care and clothes. Fashion consultants helped

them on fashion wear and sartorial etiquette.

Globus also organises Rampage, a fashion show to showcase the chain's latest apparel

range.

Advertising and promotion

Youth being the target focus, Globus uses the Internet and website very effectively for

all the campaigns as it has always generated a good response. Globus also actively

participates in promotional tie-ups with the colleges for various events through out the

year. The mega store is also exploring the idea of using music channels in the near

future. Globus' extensive use of all kinds of media to communicate its message

effectively has included print, hoardings, radio, magazines and other promotional

activities that are implemented from time to time in all the stores.

Mission

Achieve customer delight by offering quality products and services through a

process of continuous innovation and adaptation.

Build a dynamic team of committed and passionate employees through

sustained learning and grooming.

Develop mutually beneficial relationships with our business partners.

Employ cost-effective processes and thereby create a strong organization.

INFRASTRUCTURE

Globus Stores Pvt. Ltd. was formed to contribute to the revolution sweeping the Indian

retail industry. Globus promises to bring about a perceptible change in the way apparel

and lifestyle retailing is carried out.

Towards this end, we have brought in modern international technology and made

heavy investments in investing and acquiring the best, tried and tested processes and

procedures of operation.

 

ABOUT RAHEJA GROUP

Globus is an Apparel Retailing arm of Rajan Raheja Group, a group which has a market

experience of about 3 decades, turnover of Rs. 86 billion and about 19000 employees.

There are more interesting fact which can add your interest in the Group as you came

to know that this is the same group which has its hand in few very famous brand name

in different sector like Exide batteries, Outlook publishing House, Prism Cement,

Asianet cable Channel and many more. Beside this they also have stake in many famous

upcoming big retailing projects with Big Retailer like Dairy Farm Int. as their partner.

The Rajan Raheja Group is led by Mr. Rajan Raheja, a renowned businessman involved

in the Real Estate Development business for over 3 decades. The company diversified

into manufacturing and financial services over the last two decades.

The emphasis is on setting up focused companies, which aim to be profitable leaders in

their respective fields with a long term outlook. All Group Companies are

professionally managed by independent CEOs. Most of the Group Companies has a

leading position in Market share, Technology, Brand, Distribution or Profitability. The

Rajan Raheja Group is a Strategic/Financial partner in many of the businesses where it

has management control.

Highlights:

Total Turnover: Over Rs. 86 billion ($ 2.1 billion)

Total Capital Employed: Over Rs. 57 billion ($ 1.4 billion)

Total Employees: 19,000

Privilege Club

Welcome to Globus Privilege Club, a place where the customer comes first and

customer delight is a priority. At Globus, we believe that shopping should not just be a

pleasant experience but also a rewarding one, which is why we have the Globus

Privilege Club. The club is a token of appreciation to valued customers like you. The

Globus Privilege Club card is as much a reflection of your good taste, as it is a gateway

to exclusive privileges.

PRIVILEGE CARD

A one-time purchase of Rs. 500 gives you access to the Globus Privilege Club through

the Globus Temporary card. Accumulate purchases worth Rs. 2,000 in three months

and get the most sought-after Globus Silver Card.

For those in a hurry, the Globus Silver Card can also be obtained by paying a nominal

fee of Rs. 150

 

GOLD CARD

Make a distinctive statement with The Globus Gold Card. You can upgrade to Globus

Gold Card by accumulating shopping worth Rs. 15,000 in a year and get truly Exclusive

Benefits and Privileges.

CARD REWARDS AND PRIVILEGES

With Globus Privilege Club earning rewards is simple and easy. As you accumulate

purchases you will earn Globus Gift Vouchers (GV)

 

Cumulative PurchasePurchase of goods worth

(Rs.)

5,000/- GV worth 100/-

10,000/- GV worth 100/-

15,000/- GV worth 150/-

25,000/- GV worth 300/-

50,000/- GV worth 650/-

1,00,000/- GV worth 2000/-

RENEWAL OF GLOBUS PRIVILEGE CLUB MEMBERSHIP

CardsPurchase of goods worth

(Rs.)

Validity

(Months)Automatic renewal on

Temporary 500 3

Upgrade to Globus Silver Card

on cumulative purchase of

`2,000 in 3 months

Silver 2,000 24Cumulative purchase of `10,000

in 24 months

Silver 15,000 12Cumulative purchase of `15,000

in 12 months

PRIVILEGES AT A GLANCE

 Privileges Silver Card Gold Card

Validity at all Globus Stores Yes Yes

New product launch privileges Yes Yes

Birthday Discount Yes Yes

Exclusive shopping day for end of season sale Yes Yes

Regular Updates: Sale & In Store Promotion Yes Yes

Automatic membership renewal Yes Yes

Special tie-ups* Yes Yes

Free home delivery of altered merchandise Yes

Reserved car parking*   Yes

Special counters*   Yes

Complimentary soft drinks*   Yes

Free card in case of loss/damage   Yes

Gift Vouchers

Make gifting simple with Globus. Gift your near and dear ones a Globus gift voucher,

available in many flexible denominations. When you give someone Globus Gift

Vouchers you give them exactly what they want. When it comes to birthdays,

anniversaries and special celebrations, this is one gift that's guaranteed to please.

Globus Gift Vouchers are redeemable against any purchase made in the store. There is

no charge/tax on purchase of gift vouchers. For instance; if you want to buy gift

vouchers for Rs.1001, you need to tender Rs.1001 only and you can buy anything

worth Rs.1001 from any Globus store.

Globus Gift Vouchers are available in denominations of Rs.101, Rs.251, Rs.501 &

Rs.1001. However, you can also decide on your own denomination. Just contact the

service desk at any Globus Stores and give the most thoughtful gift of all.

Each one of us at Globus aspires and strives for only one result - Your Delight. So we

would like to know how we are doing.

 

FUTURE

Globus combines state-of-the-art international information technology, the highest

quality of human resources and sustained financial commitment to realize its long term

vision. We are rapidly expanding and our target is to have an additional 100 fashion

stores by the end of 2012.