Lifestyle is a retail chain in India that began operations in 1998 and now has 41 stores across major cities. It sells various brands of watches, perfumes, sunglasses, kids wear, handbags, and garments. The company uses various marketing strategies like corporate collaborations, print and online promotions, and innovative store launches. It targets different customer segments with brands like United Colors of Benetton and Sisley. Promotional tools include sponsorships, exhibitions, and social media platforms. Levi's positioning focuses on concepts like comfort, fit, style, quality, and being classic yet modern. A SWOT analysis finds strengths in variety and location, weaknesses in customer service and advertising, opportunities in expansion and alliances, and threats
2. INTRODUCTION
• Lifestyle is part of the Landmark Group, a Dubai-based
retail chain headed by Mr. Kabir Lumba.
• Lifestyle India began operations in 1998 with its
first store in Chennai in 1999, and now has 41 stores
across all the major cities in India.
30. PRODUCT
Collections:
• NL: Night Life.
• PP: Prime and Proper.
• SP: Sports and Semi casual.
Categories:
• Suits and Jackets.
• Shirts.
• Khaki.
31. PRICING STRATEGY
• Value Pricing
• Promotional Pricing
• Offer Discounts on old stocks.
• Seasons sales offer like 40% and 30% offer on
selected range.
32. PROMOTIONAL ACTIVITIES
• Discounts
• Club membership
• Loyalty Programme
• Sponsoring the events
• Direct Mailing
• Internet
• Winter sales.
35. Positioning Approach
• “Your Levi’s, Your Style”
• Comfort, Fit and Style
• “We Invented Blue Jeans”
• Innovative and trendy
• Classic yet modern
• Best quality
• Dynamic
56. SWOT ANALYSIS
Strengths
Wide Varieties under a Single roof
Location convenience
Value for Money
Weakness
Customer Service
Advertising
Opportunities
Scope for Expansion
Scope for Strategic alliance / Merge
Threats
In close proximity to large no of
Direct & Indirect Competitors