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    lifestyle International Pvt Ltd-max

    Retail Division

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    Retail Survey Conducted at...

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    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

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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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