RANGE PLAN FOR

LIFESTYLE BABYSHOP

BACK TO SCHOOL COLLECTION

MADE BY:

GROUP NO. 13

ANAND AGARWAL (02)

KRISHNA CHOWDHARY (12)

RITISH ADHIKARI (01)

ANNIRUDDH BHADRA (07)

LIFESTYLE INTERNATIONAL PVT. LIMITED

OVERVIEW:Lifestyle International (P) Ltd. started it operations in India in the year 1999. It is a part of the Dubai based retail and hospitality conglomerate Landmark Group and comprises Lifestyle stores (Large format Departmental stores), Home Centre (Home Improvement stores) and Max (Value fashion chain) along with International fashion apparel brand Bossini. 

HISTORY:Lifestyle started its journey in India with the launch of its first Lifestyle store in Chennai in 1999. Positioned as a trendy, youthful and vibrant store, Lifestyle offers consumers the latest in fashion and lifestyle in an enjoyable shopping experience. Each Lifestyle brings together multiple concepts under one roof – Apparel, Footwear, Children’s Wear, Beauty & Accessories offering a convenient one-stop and a choice of leading national & international brands. Present across major metros in India, Lifestyle is rapidly expanding its footprint across the country. Currently there are 44 Lifestyle stores across Ahmedabad, Bangalore, Chandigarh, Chennai, Coimbatore, Calicut, Delhi, Gurgaon, Jalandhar, Jammu, Kanpur, Kolkata, Hyderabad, Jaipur, Surat, Mangalore, Mohali, Noida, Vijayawada, Mumbai, Nagpur, Ludhiana, Ghaziabad, Bhopal, Kolkata, Thane, and Pune.

In keeping with the tradition of making every shopping experience even more rewarding and memorable, Lifestyle introduced membership to the most privileged shopping circle in the country – Landmark Rewards. As a privileged member, every shopper gets to enjoy exclusive benefits and privileges such as reward points. 

Lifestyle International Pvt Ltd today offers a truly international shopping experience, a fact borne by numerous accolades:

Top 10 Best Companies To Work For In India: 2015 Great Place To Work® Institute No. 1 Best Company In Large Organizations (10,000+ Employees) 2015 Great Place To Work®

Institute No 1. Company To Work For In Retail Sector In India By Great Places To Work Institute And RAI

For Two Consecutive Years 2015 & 2014 Lifestyle International Pvt Ltd Recognized As The 21st Best Place To Work For In Asia In The

'Best Workplaces: 500+ Employees' Category By Great Place To Work Lifestyle Receives Most Admired Fashion Retail Destination Of The Year At The Images Fashion

Awards For Five Consecutive Years 2015, 2014, 2013, 2012 & 2011 Lifestyle International Pvt. Ltd. Recognized As 42nd Best Workplace In The Country And 2nd

Best Company To Work For In The Retail Sector In India By Great Place To Work Institute Survey 2013

Lifestyle International Pvt. Ltd. Recognized For ‘Best HR Strategy In Line With Business’ At 4th Asia’s Best Employer Brand Awards 2013

Images Most Admired Beauty Products Retailer Of The Year: Department Store Chain At Images Beauty & Wellness Awards 2013

PHILOSOPHY:Lifestyle International Private Limited (“Lifestyle” or “Company”) believes in a philosophy of adopting sustainable business practices which are beneficial to the various stakeholders including the society. Through its corporate values, Lifestyle constantly endeavors to actively contribute to the social and economic development of the communities in which it operates.

PRODUCT OFFERING:Lifestyle offers a wide range of options for kids wear in its stores. Melange, bossini, kappa, kidsville and smiley world are own brands of Lifestyle while others are belonging to other major fashion brands. A general category wise breakup of product offerings is as follows:

lifestyle

kids wear

boys wear girls wear

womens wear mens wear accessorie

s

homeware and

furnishings

footwear and

handbags

kids footwear

Statement of Purpose

Creating exceptional value for all lives we touch

Core Values Passion for Excellence Integrity in everything we do Empowering people to strive and

deliver Adapting to changing market and

consumer needs

`

boys wear

jeans

tshirts

shirts

shorts

trousers

jackets

girls wear

bottom wear

frocks and dresses

denims

shorts

shrugs and jackets

skirts

sweatshirts

tops and tees

MARKET ANALYSIS:

Kids wear Market in India:

The Indian apparel market is expected to grow at a CAGR of 9%, from USD 41 billion in 2014 to USD 102 billion in 2023. In 2014, kids wear, at USD 8.3 billion, alone contributed 20% of India’s apparel market, but given its higher growth rate, this share is expected to increase to 22% by 2023.

Boys wear and Girls wear:

The kids wear market is somewhat skewed towards boys wear which by itself is a USD 4.3 billion market, as compared to the USD 4.0 billion-worth girls wear market. But lately, the spending on girl child is increasing.

Growth Drivers of Kids wear Market:

Changes in the family system Increased spending on children Growing brand awareness among kids Greater focus on the kids wear market by organized players Nuclear family with double income parents spend extra on their children as they

become brand conscious Organized retailers attract consumers through the right product assortment, better

visual merchandising, and focused advertising and promotional strategies.

Key Trends:

Attention is being shifting towards ethnic wear rather than just western wear. Brands and retailer previously catering only to adults have extended their product

lines to include children and are attempting to transform themselves as a complete family shopping destination. In this respect, even international brands have begun offering children’s apparel.

The school uniforms market is demonstrating healthy growth with a rise in the number of schools and a decline in drop-out rates. In high-end schools, the increasing competition and the desire to look smart has amplified brand consciousness among students. Further, many schools see uniforms as an extension of their overall image and ensure that the uniform reflects the image associated with the school. The market now sees different school uniforms depending on the season, occasion, class, etc.

Even the online retailers have started foraying into children wear. Online fashion stores offer the unmatched ease of shopping using user-friendly interfaces, wider product assortments, shorter delivery cycles and lucrative options like cash-on-delivery in order to attract consumers to their portals.

MA

RK

ET

C

HA

RA

TC

ER

ISIT

ICS

MEDIUM, ECONOMY, LOW END

UNBRANDED

UNORGANISED FORMATS

LOW AVG. LIFE SPAN

PREMIUM & SUPER PREMIUM

BRAND CONCIOUSNESS

INCREASES

DESIGNERS AND RETAILERS HAVE BEGUN TO CATER

THE DEMAND

COMPETITIVE ANALYSIS:

PARAMETERS SHOPPERS STOP LIFESTYLE WESTSIDE

POSITIONINGExcellent shopping experience

trendy, youthful and vibrant brand

Style and Affordability

FORMAT TYPEMultibrand (brands and private labels)

Multibrand (brands and private labels)

Exclusive Tata Trent Group (only private labels)

PITCHShopping experience Latest Fashion Affordable style

TARGET CUSTOMER

Affluent consumers in SEC A and B.

Affluent consumers in SEC A and B.

Affluent consumers in

SEC A and B.

TARGET SEGMENT AND CUSTOMER BASE:

The kid’s apparel market in India is expected to reach a whopping Rs 80,000 crore by 2015, up from the current level of Rs 38,000 crore, according to a recent study by the Associated Chambers of Commerce and Industry of India (ASSOCHAM). The segment, as per the ASSOCHAM study is growing at a CAGR of 20 per cent.

Interestingly, the study says that mothers are now spending enormous amounts on clothing for their children as they believe that the way a kid is dressed is often a reflection of the parents’ sense of style. Hence Lifestyle focusses on the affluent SEC A and SEC B type mothers usually between the ages 25-40 yrs. Lifestyle targets the mothers through a lot of in-store promotions and attractive display of the kids wear merchandise. The idea behind in store promotions is to attract the mothers towards shopping for their kids as well while they are shopping for themselves.

There is no dedicated customer base as such for baby shop at lifestyle. This is because most brands that are available at lifestyle are available elsewhere as well. We saw few customers trying the own brands but when we talked to them about the brands they wear, they mentioned the established names only over the lifestyle own brands. The reason behind this particular type of customer behavior is that the offerings in own brands are almost similar to the other brands. Hence the customers prefer to buy a known brands instead of the own private labels of lifestyle. Otherwise is no major difference in quality or fabric. However the private labels are priced slightly lower than the other brands.

MERCHANDISE LINE: BACK TO SCHOOL

NEED GAP:

On the basis of secondary research and store visits we can say that a huge need gap exists in the kids wear segment when it comes to apparels for school going kids. The merchandise available is very flashy and gaudy. The comfort factor is low and pricing is also high.

Our idea is to launch a kid’s wear line which can be worn by kids in the age of 3-10 yrs. of age on a daily basis. The fashion quotient of this merchandise line needs to be toned down a little in comparison to the existing product lines and functionality quotient needs to be increased.

Kids nowadays stay in school for at least 4-5 hours. They are involved in various activities in school like painting, coloring, making models and crafts. This requires the fabrics to be easily washable, strong and colors to belong lasting.

There are schools which have completely removed the uniform norms for students up to a certain age but still they follow a certain dress code. This provides an opportunity to launch kid’s apparels in simple and sober designs and pattern which can be worn to school every day.

INSPIRATION:

The “back to school” line of clothing for kids is inspired by the childhood nostalgia and school memories. School forms an integral part of the childhood and the school uniform is a cherished possession. This collection tries to break free from the traditional and mundane style of school wear. It is different from the regular kids wear merchandise in the way that it is not very flashy on colors and style. At the same time this particular product line is high on functionality and comfort. The fabric used for most of the products is 100% cotton or soft denim.

“Another segment that is recording impressive growth is the school uniforms market. This is owing to a rise in the number of schools and a decline in drop-out rates. In high-end schools, the increasing competition and the desire to look smart has amplified brand consciousness among students. 

Further, many schools see uniforms as an extension of their institution’s image and ensure that the uniform reflects the image associated with the school. The market now sees different school uniforms depending on the season, occasion, class, etc.”

The entire idea is to create a daily wear product line which is loved by the kids and serves as an alternative to the school uniform.

MERCHANDISE LINE DETAILS

NAME OF THE COLLECTION: BACK TO SCHOOL

LAUNCH PERIOD: AUTUMN WINTER 2015

BRAND NAME: BOSSINI

RETAILER: LIFESTYLE INTERNATIONAL PVT. LTD.

COUNTRY OF LAUNCH: INDIA

REGIONS: NORTH, EAST, WEST, SOUTH

CITY WISE REGION BREAKUP:

NEW DELHICHANDIGARHGURGAONNOIDA

NORTH

BHOPALNAGPURKOLKATA

CENTRAL & EAST AHMEDABAD

MUMBAISURATPUNE

WEST

BANGALORECHENNAIHYDERABABD

SOUTH

CATEGORY WISE BREAKUP OF MERCHANDISE LINE:

A further detailed merchandise range plan description and sku allotment is given in the subsequent tables.

BACK TO SCHOOL

COLLECTION

BOYS

SHIRTS TSHIRTS DENIMSSHORTS & SUSPENDE

RS

GIRLS

TSHIRTS SHIRTS SKIRTS SUSPENDERS