:

Deepti Arora Manu Mathur Ankit Mehta Anuja Pathak Keerthana Arcot Smriti Sudish Shalaka Tiwari

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KEY FACTS

Lifestyle International (P) Ltd, part of Dubai based Landmark Group Micky Jagtiani, Chairman & CEO Department Store Chain Over 150 brands Positioning: Youthful, Vibrant & Stylish Brand Started in 1999, Chennai Presence in 23 cities No. Of stores: 35 stores Retail Space: 2.5 million square foot Revenue: 30.10 billion (US$460 million) , March 2012 Net Income: 9.50 billion (US$150 million) , March 2012 Total Assets: 24.75 billion (US$380 million) , March 2012 Employees19,000, March 2012

AWARDS AND ACCOLADES

Lifestyle International Pvt Ltd recognized amongst India's Best Companies To Work For (42nd position) by The Economic Times and The Great Place To Work Institute 2013

Lifestyle receives Most Admired Fashion Retail Destination of the Year at the Images Fashion Awards for two consecutive
years 2011 & 2012

Lifestyle awarded Most Admired Retailer of the Year, Department Store Category at the Images Retail Awards 2012, 2011 & 2008

Images Most Admired Beauty Products Retailer of the Year: Department Store Chain at Images Beauty & Wellness Awards 2013

Retail Supply Chain Excellence Award Express Logistics & Supply Chain Conclave & Awards 2012 Home Centre awarded Most Admired Retailer of the Year, Home and Interiors Category at the Images Retail Awards 2009 & 2010

Reid and Taylor Retailer of the Year award for the year 2006 for Lifestyle. Lycra Images Fashion Awards for the Most Admired Large Format Retailer of the Year in 2006 for Lifestyle ICICI KSA Technopak Award for Retail Excellence in 2005 for Lifestyle

Most Respected Company in the Retail Sector by Business World IMRB in 2003 and 2004 for Lifestyle

DEPARTMENTS
Clothing Footwear, Handbags & Travel

Children
Apparel Toys
Girl s Boy s

Women
Ethnic & Fusion Lingerie Western

Men
Formal Casual Denim Sports Innerwea r Ethnic

Children

Men

Women

Children

Handbags

School & Stationary

Beauty & Fashion Accessories

Pens Accessories
Fragrances Colour Cosmetics Skin Care

Beauty

Watches

Sunglasses

Jewelllery

Home Center
Soft Furnishing
Bed Linens Curtains Cushions Bath & Laundry

Accessories
Crockery & Cutlery Kitchenware

Furniture
Living Bedroom Dining Wood & Fabric

Home ware
Lamp Gifts & Interiors

Modular Kitchens

PRIVATE LABEL

MELANGE : Its an ethnic wear brand for new age Indian men and women. CODE: Formal and casual wear. GINGER: casual clothing and accessories FAME FOREVER: funky clothes for youths FORCA: clothes and accessories for urban male JUNIORS: trendy apparel for 0-12 kids.

STORE POSITIONING
Positioned as
FLOOR SIZE LOCATION CATEGORIES # OF SKU # OF SUPPLIER

A youthful, stylish and a vibrant brand.

50,000 sq ft avg Satellite highway, crossroad, phoenix Apparel and accessories 34 categories 94

AVG BILLING PER CUST Rs 800 AVG FOOTFALLS 1200-weekdays and 6000-weekends

VISUAL MERCHANDISING

RETAIL FUNCTIONS

Strategic Functions

Retail Functions

Operations

Suppport

STRATEGIC
Plan- will open eight or nine Lifestyle store Introduce new price points Strategic Positioning- Class /Lifestyle retailer Financial Planning - Rs 400 crore Site Location-such as Chennai , Bangalore and Hyderabad, as well as Gurgaon in the North have been great

OPERATIONAL

Buying HQ Bangalore 3 - 4 months prior

Sales 25 to 30 % growth
Store Planning- Standardised store formats Eg : 70 % apparels rest accessories Follows geographical taste and preferences

SUPPORT Real estate IT HR Admin

PLAN

HOW ARE THE

DEMANDS FORECASTED? Based on past data Every year a growth of 10-15% is calculated on the previous years data Seasonal demand Normal demand

HOW IS
ASSORTMENT PLANNING DONE?

How do you decide which brands and which products to keep? Regular Consumer Survey How do you make sure the Private Labels have a good turn over rate? Placed beside the National Brands & price it lower At a time how much SKU stock is available in the store? Depends on the store Inorbit Lifestyle - 80,000 SKU (including on-floor & warehouse)

BUY

BUY
DICTATED BY THE MERCHANDISE PHILOSOPHY

BUYING IS A PROCESS OF IMPLEMENTING THE DECISIONS

There are five major areas to consider: Who buys? What to buy? How much to buy? When to buy? From whom to buy?

Who buys? Has a group of specialists / department who handles the buying of merchandising.

What to buy ?

Past experience- depend on sales records of previous years.

Current information- Merchandise that is hit among the customers is preferred.

How much to buy? Open to buy approach: this determines in cash the amount of purchases to make for a particular selling period. Lifestyle s new purchase depends on the past sales . Shelf space storage Inventory storage From whom to buy ? Local vendors

Manufacturer owned retail chains the national brands

When to buy ? They follow seasonal purchase system. e.g. Autumn-winter, spring-summer Space allocation for apparels versus accessories Terms of sale Terms of payment

MOVE

DISTRIBUTION CENTRE

Move On

MOVEMENT OF STOCK

Inventory management Auto-Replenishment Warehousing 30,000 SKUs kept in the warehouse at a time Everyday check for the movement of stock from warehouse to the store and accordingly recording it in the system. Once in 1-2 days stock is replenished (depending on the sales in the store) Stock is moved to other stores if needed.

SELL

WHAT SELL ENCOMPASSES?

Sell encompasses all activities performed on the shop floor or retail outlet premises to verbally or visually encourage the customer to purchase merchandise from the retail outlet, offer unique shopping experience to the customer culminating in a transfer of merchandise to the customer on payment.

MAJOR SELL PROCESSES

Store Operations Visual Merchandising Point-of-Sales

Inventory Updates
Customer Relationship Management

STORE OPERATIONS

Within the store, 55 to 60 per cent space is allocated for apparels. Rest of the space is allocated to accessories and other things.

At a time, a Lifestyle store holds an inventory of around Rs.80,000. Of this, Rs.50,000 worth of inventory is kept on shop floor and rest Rs.30,000 worth of inventory is kept in warehouse in the store.

The in-house brands of Lifestyle are transferred directly to the store. This helps in increasing margins.

STORE OPERATIONS CONTINUED..

Lifestyle has Race Track/ Loop Layout This ensures view and access to multiple departments.

Also, various branding activities are undertaken in

the mall where the store is located to attract

customers to the store. These include putting dropdowns, faades, bi-poles, hoardings, etc.

VISUAL MERCHANDISING

The navigation in the store is easy and not cluttered.

Store Atmospherics like scent, music, lighting are used

carefully to attract customers.

A theme is built around the current collection and season and the whole dcor including the mannequins are suitably changed.

Areas like walls, free standing fixtures, end caps, PoS are used to display merchandise efficiently.

Signages are put up in the store to guide customers.

POINT-OF-SALES

Lifestyle efficiently puts merchandise near the billing counter to increase impulse purchases.

Point-of-Sales items include accessories like belts,

wallets, socks for men and imitation jewellery, etc.

for women.

INVENTORY UPDATES
Inventory is updated weekly Auto replenishment system is followed

CUSTOMER RELATIONSHIP MANAGEMENT

Lifestyle has an excellent customer relationship

management system in place.

Various facilities like alteration, exchanges, home-drops are offered to customers.

Lifestyle has a customer loyalty programme which goes

by the name The Inner Circle and which is valid in all Landmark stores. A lot of benefits are offered to

customers through the loyalty card.

Customer service associates are present in every department to help customers in shopping.

CUSTOMER RELATIONSHIP MANAGEMENT

Also, the store conducts various customer engagement activities usually on weekends or around some festival time. Customers are given gift hampers or discount coupons. This encourages them to make more purchases from the store.

THANK YOU