Lulu fashion store retail management

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Information about Lulu fashion store retail management
Marketing

Published on March 13, 2014

Author: dheerajed

Source: slideshare.net

Description

Lulu fashion store retail management

Lulu Fashion Store GROUP-2 AMIT MISHRA, ANJU S NAIR, BHAVYA M, DHEERAJ E.D, LAVANYA AB RETAIL MANAGEMENT AMRITA SCHOOL OF BUSINESS

Agenda  About the organization  Lulu Fashion store features  Store design  Store operations  Supply chain  Major brands  Purchasing behavior  Promotions  Recommendations 2

 Established in 1990 at Abu Dhabi.  Founder- M K Abdulla  Managing Director- Mr. M A Yousaf Ali.  Well-known business group based in Abu-Dhabi  Have established over110 hypermarkets About the Organization 3

 Locations- UAE, Oman, Qatar, Kuwait, KSA, Bahrain, Indonesia, Thailand, Hong Kong, China, Kenya, Tanzania, Benin, Egypt  Annual turnover- 5.1 billion US $  Providing employment over 30,000 people across the globe.  Forbes ranks LuLu 3rd most impactful company in the Arab world 4About the Organization

Business ventures  Retail outlets( Hypermarkets, fashion stores, department stores, electronics and digital stores, etc. )  Shopping malls  Travel and Tourism  Hotels and Convention centers 5

 IT firm  Flight kitchens  Commodities trading  Hospital  Food processing  Education 6Business ventures

Lulu Mall  First retail venture of the group in India.  One of the Asia’s largest shopping mall.  Largest hypermarket in Kerala.  Also established four verticals. • LuLu Hypermarket • LuLu Fashion store • LuLu Connect • LuLu Celebrate 7

Hierarchy of the Organization 8

Fashion Store 9

Lulu Fashion Store  Department store • Apparel & foot wear • Travel accessories • Toys and gifts • Jewellery • Fashion Accessories • Cosmetics • Sports and fitness equipments 10

 1000 ways to make you smarter  More than 300 brands – 98 International brands  Shop in Shop  Target customers – Mass Audience  Positioning – Premium fashion and life style store  Impulse buying Lulu Fashion Store 11

 Store features • 60,000 sq.ft • Average footfall – 9,000 to 10,000 per day • Peak sales time – 5PM to 10PM(week days), 10AM to 10 PM (weekend days) • Conversion rate- 45% - 60% • 11 billing counters • Destination store Lulu Fashion Store 12

 Manpower • More than 200 employees • Headed by business head retail ( MA Nishad) • Operations manager • Marketing manager • Store manager • Buyers • Visual merchandisers • Sales staff • Promoters Lulu Fashion Store 13

Store Design  Layout • Free form 14

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Store Design  Interior design • Store atmospherics • Ambience • Seasonal themes • Trial of cosmetics products • Make-up demo • Proper stacking of products • Soft music and lighting • Window display and mannequins • New arrival section for each category • Clean and tidy environment 16

 Store timing- 10: AM to 11: PM  Arrangement of SKU – before 9:30 AM  Stock checking daily  Daily sales report  Shrinkage - < .5%, < .8% ( cosmetics)  Packing and unpacking  Pricing – LRP ( 2% - 7% of MRP) Main store Stock Keeping Back End Office Store Operations 17

Departments  Buying and merchandising  Finance and accounts  HR  IT  Public relations  Operations  Marketing 18

Supply Chain  Suppliers • Madura garments • Aravind mills • Future group • Intercraft • SR international • Sahyog International • Indigo creations 19

 Supplier locations • China • Thailand • Abu Dhabi • India o Mumbai o Tirupur o Delhi o Surat Supply Chain 20

 Warehouse • At Paravoor • Mode of transport – Store’s own vehicles • Unpacking, sorting and segregation • Final assortment and price labeling at store back end area • All documentations are computerized • Buyers are responsible for product selection and order placement Supply Chain 21

Major Brands at the Store  Unisex Fashion John Louis Ala made Turtle Flying machine Satya Diya Bloom Sizz La fille Lee cooper Classic polo Adidas Nike Wildcraft Puma UCB Gini & Jhony Jockey Vardhaman Peter England Louis Philippe V-star Samsonite VIP Allen Solly Black berry Biba Timex Rado Posche Blue Fastrack Titan American Tourister 22

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Purchasing Behavior  Conversion ratio • Planned -10% • Impulse buying -90% • Weekend footfall- 30,000 to 40,000 • Most sold category- Women's and Kids wear • An average time spent by customer 40minutes to 80 minutes • Trolley system 24

Promotions  Multipack Discounts  Combo offers  Cross-promotions  Leaflets  Banners  Newspaper Ads  Hoardings 25

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Promotions  Radio Ads  Social media  Shelf-Talkers  Banners  Pillar-Branding  Glass-Branding  Ad agencies involved — Takashi Walter — Jelitta Publicity — Dots — Print express 27

Promotions 28

Current Promotional Activities  Gift vouchers  Coupons  X’ Mas season sale  Forward magazine make over  Sponsoring programs in FM radios 29

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Competitors  Reliance trends  Fashion at big bazaar  Westside 31

Recommendations  LuLu Fashion Store should adopt customer loyalty program  Create an emotional connect through simple useful services  Go beyond product satisfaction to overall brand experience  Should launch private brands  Location map for at the store entrance  Sponsorship for fashion related events and media programs 32

 Customer feed back • More depth and breadth required in woman's apparel • Should do more promotions for offers and schemes • Sales staff involvement should improve • Should start exclusive website 33Recommendations

Thank You  34

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