Lulu fashion store retail management

Lulu Fashion StoreGROUP-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

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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

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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

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Hierarchy of the Organization8

Fashion Store 9

Lulu Fashion Store

Department store

• Apparel & foot wear

• Travel accessories

• Toys and gifts

• Jewellery

• Fashion Accessories

• Cosmetics

• Sports and fitness equipments

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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


Manpower

• More than 200 employees

• Headed by business head retail ( MA Nishad)

• Operations manager

• Marketing manager

• Store manager

• Buyers

• Visual merchandisers

• Sales staff

• Promoters


Store Design

Layout

• Free form

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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

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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

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Supply Chain

Suppliers

• Madura garments

• Aravind mills

• Future group

• Intercraft

• SR international

• Sahyog International

• Indigo creations

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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

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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

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Promotions

Multipack Discounts

Combo offers

Cross-promotions

Leaflets

Banners

Newspaper Ads

Hoardings

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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

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Promotions 28

Current Promotional Activities

Gift vouchers

Coupons

X’ Mas season sale

Forward magazine make over

Sponsoring programs in FM radios

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Competitors

Reliance trends

Fashion at big bazaar

Westside

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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

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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

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