1. Internship project Report
Market Research for Buying and Merchandising
– Fashion Category
Merchandise Development Plan
- Accessory category
HyperCITY Retail India Ltd.
By: Anagha Tambe
2. HyperCITY
Big store. Big savings
• India’s 1st retail store where everything is under one roof.
• An international shopping experience, where customers can shop in
comfort in a large, modern & exciting environment.
• widest range of products sourced from around the world
• Location- Mumbai, Bangalore, Hydrabad, Jaipur , Amritsar and Pune
3. Vision and Mission
“To be an integral part of customer lives, by
offering them high quality shopping
experience through great products at ever
better prices.”
7. Mind mapping
A net loss of Rs 88
crore in FY12
scaling down low-margin categories-
electronics
focus on high-margin ones –
apparel
Growth of Non-food
category
double the apparel
penetration
Increase apparel
contribution
Research-
Fashion,
Toys
Sports
Stationery
8. Objective
• Provide inputs to enable managers to take decision about
penetration of new brands or private labels in the market.
• Finding out the areas where HyperCITY is not doing well
(Reason and solutions)
• Study of brand image
• Study of competitor’s offerings in terms of merchandise,
services, store experience, display
• Study of consumer behaviour
9. Research Methodology
SAMPLING METHOD
Sample selection Method- Probability- random
Sample Size- 100 customers
DATA COLLECTION METHOD
Secondary Data Collection
• Internet
• Observation
Primary Data Collection
• Survey Questionnaire
• General Conversation
10. 65% of the total sample is working
population
47% of population who prefer other
stores for shopping, prefer
shopping malls, brand’s outlet or
departmental stores
17%
29%48%
6%
Occupation
Busines
s
HW
Service67%
33%
Gender
Female Male
53%
47%
Shopping
preference
Hypercity Other
DEMOGRAPHICS AND PREFERENCE
11. 0%
59%
15%
22%
4%
Frequency of visit
Once in a week
Once in a month
Once in 3 months
2-3 times a month
Rarely
Maximum population visit store once in a month
No customer visit store weekly because the store is not located near their residence
12. TYPES OF CLOTHES CUSTOMERS PREFER BUYIN
Casuals
40%
Formals
52%
Party-
wear
8%
Shopping Preference
Customers prefer shopping formal
wear
52% customers prefer shopping
Formal wear
40% customers prefer Casuals and
Only 8% prefer Party wear
13. As per the graph, women prefer
Casuals and Formals.
Men prefer buying Formals
As customers visit store at least
Once in a month, they prefer
Buying Casuals and formals.
As per the graph, launching
Women’s formal wear will be
beneficial
There is good scope for Men’s
formal wear also.
Party wear has less demand
PREFERENCE OF BUYING DIFFERENT TYPES OF APP
46%
42%
12%
Women
Casuals
Formals
Party-
wear
27%
73%
0% Men
Casuals
Formals
Party-wear
14. 46%
38%
16%
Are you satisfied with
the variety of apparels
offered by us?
Satisfied Quite satisfied
Not satisfied
57%
43%
Are you satisfied with
the brands available in
Hypercity?
Satisfied Not satisfied
Brand and variety satisfaction
15. Price
13%
Quality
3%
Product
range
47%
Other
37%
13% customers think price can be the
reason for not buying apparels from
HyperCITY.
3% say its quality
47% people say Product range can be the
reason for people not buying apparels
from HyperCITY.
As people are satisfied with HyperCITY
They don’t find any reason for not buying
from HyperCITY. These people come
under others category
Some people have problem with size in
some brands (other category)
REASON FOR NOT BUYING APPARELS FROM
HYPERCITY
16. Ranks given for HyperCITY Fashion category
76 75
42
92
97
74
95
64
24 25
58
8
3
26
5
36
0
20
40
60
80
100
120
Quality Price Brands Store
envt
Offers Service shopping
exp
Trend
Good Poor
22. TESCO NON-FOOD CASE
• For the fiscal year ended February 2007, Tesco UK
announced non-food sales of £7.6 billion, an increase of
11.6% on the previous year, growth which was significantly
faster than its core food sales.
• Non-food sales, excluding petrol, accounted for 25% of
Tesco’s sales and was growing as a proportion of total sales
yearly.
• According to Verdict Research, Tesco’s market share in
clothing has increased from 1.1% in 1999, to 2.3% in 2005.
• For the fiscal year ended February 2007, the company
achieved 16% sales growth through its clothing, and
according to Verdict Research, clothing now accounts for 3%
of Tesco’s sales.
23. Source: Tesco annual reports; various press articles; Coriolis analysis
PRIVATE LABEL
ARCHITECTURE
Super
Premium
category
National
brand level
Low-Value
added
25. • Including brand like Park
avenue
• People can be an option
under Rs. 1000
• Another option can be offering
variety of styles in existing
brands.
• E.g., wide variety of checks,
lines, color options
• Wide range in polo-t-shirts
• Good but limited collection of
traditional wear
• Cotton kurtas for festival
season
Men’s
Wear
People Collection
26. Women’s wear
Introducing brands like W
office wear kurtis and
tunics/blouses
Introducing private label for formal
wear with limited collection
Product range- shirts, blouses,
tunics, trousers
Price range- 700- 1500
Promoting women’s formal wear
brand to aware customers
Attractive display and VM (entire
look)
Pantaloons- Annabel
Office wear Apparels & footwear
27. CONSOLIDATED SUGGESTIONS
• Introducing brands and
variety in value clothing
as well as premium
clothing.
• Launching private label
of women’s formal wear
brand
• Better lighting condition
to create better
ambience.
Forever 21 store
29. Problems in Jewellery category
• Poor quality
• High price range
• Color fades away
• Silver gets dark in 2 days of display
• Not enough fixtures for display
• No hard or soft tag on products
• Poor lighting condition
• It is necessary to keep assistant to avoid shop lifting
• No display guidance
• Less space and more stock
32. SUGGESTIONS FOR PRODUCT RANGE
Price range for junk jewellery
Studs- 200-500
Necklace- 500-900
Bracelets- 400-700
Finger ring- 200-500
33. SUGGESTIONS FOR DISPLAY
Free standing pegboard
Maximum Merchandise on display
Consumes less space
Well planned assortment
Wall-mounted display
Display of bags or jewellery on wall
fixtures
Visible from distance
34. Best for structured bags
Needs proper lighting condition
White background
Perfect if same types of bags are avilable
Maximum space utilization
SUGGESTIONS FOR DISPLAY
35. Price range- 200- 1200
•Embellishments used
•Quality of metal
•Finishing
•Colors
•Spacious
HANDBAGS
•Though totes are in trend, it is offered by
Luxury and premium brands
•Other brands offer bags with closed tops
38. SUGGESTION ABOUT DISPLAY PLAN
Outsourcing Retail
Solution
• Small area designed based
on theme
• Theme based fixtures,
colors
• Hiring a designer-
Implementing better plan
Modification in existing
display
• Modification keeping in
mind customer’s flow in the
store
• New fixtures with lighting
• Cost effective
45. SUGGESTIONS
• Price range for jewellery should be 200 Rs. To 1000 Rs.
• As per the survey, Party wear doesn’t have demand so
party wear jewelley might have less demand, unless
offered at affordable price point
• Regular wear jewellery has demand
• improve quality and style
• Better incentives for sales executives
• Guidance for display and stock replenishment
46. Strategic Implementation of
suggestions
• Planning to remove Gitanjali brand
• Display tips are implemented
• Working on the quality of jewellery
• Removing existing stock of handbags and launching private
label
• Making changes in pricing strategy
47. Conclusion
• Customers are not brand conscious while purchasing
handbags.
• Though handbags and jewellery are located in high traffic
area it is not selling good.
• Highlighted display and store design can attract more
customers.
• Selling high priced jewellery is challenge as customers prefer
buying imitation jewellery at lower price rather than pure
silver, brass jewellery.
• Launching private labels for jewellery and handbags can be a
good option for selling merchandise at lower price.
Editor's Notes
Hypercity has been voted one of the 100 stores in the world you simply 'have' to visit! That’s because the store design caters to almost every interest while ensuring that customers can navigate and access their favourite products with ease.
Many ladies prefer kurtis in formal wear. That can be the reason Hypercity ethnic wear is selling well
Rise of working women in India : The total working population of India is estimated at 62 crore. About 42% of those are women. This is expected to rise going forward.
Variety in bottom wear like palazo, long skirts for indo western look. High – low skirts, variety in dresses, few styles in jumpsuits
Customers prefer 109F, lee cooper. They expect more brands so they don’t need to go to malls.
Tesco Plc is in discussions to pick a 50 per cent stake in Tata Group. Cross brand selling