Merchandise assortment and merchandise policy of FABINDIA

SUBMITTED BY:
DIKSHA KHANNA RASHMI NANDAL SHIKHA KANDHARI NIFT,BANGALORE MASTER OF FASHION MANAGEMENT

HISTORY OF FABINDIA
Bissell established FabIndia in 1960 in order to fuse the best aspects of East/West collaboration. By the early eighties, they started producing garments made from hand woven and hand block printed fabrics.

Contd.
Started as an export house has today become a successful retail business. Today they have retail outlets in all major cities of India - 97 at last count - in addition to international stores in Dubai, UAE; 3 stores in Bahrain; Doha, State of Qatar and Rome, Italy.

WHOLESALE EXPORTS
Fabindia exports to over 34 countries worldwide, to wholesalers as well as retailers. Products include home linens as well as garments. Exports are done on the basis of standard Terms and Conditions. A special collection is developed for exports twice a year, which is showcased at the Indian Handicrafts and Gifts Fair, New Delhi in Spring and Autumn.

RETAIL
Fabindia was awarded Best Retail Brand in 2004 by The Economic Times of India. In 2004, Fabindia was featured as part of a CNBC special TV report on India .

OBJECTIVES
Fabindia was founded with the strong belief that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain rural employment. They blended indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to todays consumers . Their endeavor is to provide customers with hand crafted products which help support and encourage Good craftsmanship.

PRODUCTS AND PRODUCT MIX

The products of Fabindia in the initial years consisted of only upholstery fabrics for export to overseas markets. Then in the early part of 1980s readymade garments were added to its product line and in 2004 organic products were added. In 2006 body care products were introduced. Thus, the product mix of Fabindia could be divided into three broad groups, namely Garments, Home Products and Organics.

PRICE RANGE
PRODUCTS

GARMENTS AND JEWELLARY

The collection, priced between Rs.100 and Rs.8,000, comprises ethnic jewellery in silver, beads, thread, wood, bell metal (brass and copper), clay, ceramic, leather and glass . The collection - of traditional as well as contemporary jewellery, is available in three designs, Anusuya, the classical range; Ananya, the unusual and contemporary designs; and Amna, the trendy and casual range.

Home products:
The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a selection of handcrafted utility items. Home furnishings bed, bath, table and kitchen linen, upholstery fabric, curtains, floor coverings and a range of non textile products like furniture, lights, lamps and stationery. for upholstery starting from 100 Rs per meter to 450 Rs per meter.

Organics:
Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs. Price range for organics varies from product to product and quantity. Fabindia has launched organic food products after due certification as per the standards set by the International Federation of Organic Agriculture (IFOAM) and the National Programme for Organic Production (NPOP).

Assortment Planning at FabIndia Stores

Each FabIndia Store has its own Buying Plan according to Inventory, past sales and Budget Given. Each Store is given a Wallet based on the budget that is planned by Marketing People and Finance People at the Headquarters.

The survey done at Kormangla store has buying plan as follows: They are given a wallet for each month.
Buying is done after each week after checking the inventory for replenishing the stock. Each Garment style has a code called style no. and to replenish that style the style no. and quantity is fed into their systems.

Contd.
Then the Stock is replenished from the warehouse of FabIndia headquartered in Delhi to the respective stores. The warehouse at Delhi orders the quantity to its suppliers who sends them the finished goods. The FabIndia warehouse has its suppliers in Delhi , Jaipur, Bikaner and Bhuj FabIndia offers 2 types of Apparel Category with Different price Range. Premium Apparel Category It includes Silk, Cotton Chanderi and Party Wear. It forms 20% of buying. Core Apparel Category It includes Printed and Woven Cotton. It forms 80% of buying.

MERCHANDISING POLICY
Exhibitions play a crucial role in promoting the new products launched by fabindia in different seasons. They use advertising in the form of print media, mobile networking and posters and hoardings Fabindia promoted its products, mostly through posters, word of mouth and events. The youth leaders who patronized Fabindia garments were like brand ambassadors for Fabindia. The news reports also to a certain extent worked as advertisement for Fabindia. Managers regularly go for field visits to explore new possibilities. The mystery shopper technique is used to keep a watch on operations in stores. Their main motif is to promote the art of rural India in the fast moving fashion industry.

PRODUCT LINES OF FABINDIA

FABINDIA is offering multiple product lines. They are catering to Women, Men as well as Kids segment in apparels and has products in Furniture, Organic Food, Body care, Accessories, Upholstery etc. They have 18 product lines. The Product lines offered by FABINDIA are as follows:-

PRODUCT LINES OF FABINDIA

WOMENS WEAR MENS WEAR KIDS WEAR

WOMENS JUTE CHAPPALS COSTUME JEWELLERY

MENS JUTE CHAPPALS

KIDS JUTE CHAPPALS

BAGS

BODY CARE

HOME LINEN

ORGANIC FOOD

HOME ACCESSORIES

UPHOLESTRY

BATH LINEN

CUTLERY

FURNITURE

STATIONARY

TABLE LINEN

PRODUCT LINE LENGTH OF FABINDIA

Each product line has length which include categories demarcated to suit consumers needs. 1) In womens wear the product line length includes Sarees Rs 700 Rs 4000 Kurtas Rs 400 Rs 2000 Churidars Rs 400 Rs 1200 Pants Rs 400 Rs 1200 Tops Rs 200 Rs 500 Tunics Rs 400 Rs 1200 Kaftans Rs 400 Rs 1200 Maternity Wear Rs 400 Rs 1200

PRODUCT LINE LENGTH OF FABINDIA

2) In mens wear the product line length includes Long Kurtas (Rs 400 1500) Short kurtas (Rs 400 1500) Churidars (Rs 300- Rs 800) Bush Shirts (Rs 400 700) Fitted shirts (Rs 400 700) Ties (Rs 100 300) Pants with drawstrings Trousers Nehru Jackets (Rs 400- Rs 1000)

PRODUCT LINE LENGTH OF FABINDIA

3) In Kids Wear the product line length includes products for Infants, Girls and Boys (Rs 200-Rs 1000) Frocks Dhotis for boys Shorts for Boys Churidars Pajamas

4) In Costume Jewelry the product line length includes (Rs 500- Rs 8000) Bracelets Neckpieces Rings Ear Rings

PRODUCT LINE LENGTH OF FABINDIA

5) In Bags the product line length includes (Rs 500- Rs 2000) Hand Bags Luggage Bags 6) In Body Care the product line length includes (Rs 100-Rs 1000) Face Packs Face Creams Soaps Hair Shampoos Hair Conditioners Hair Oils Body Scrubs Skin care products

PRODUCT LINE LENGTH OF FABINDIA

7) In Home Linen the product line length includes Quilts (Rs 1500 Rs 2000) Bed sheets (Rs 400 Rs 1500) Pillow covers (Rs 100 Rs 400) Bolster covers

8) In Organic Food the product line length includes Concentrates Pickles Flour Pasta Spices Dry Fruits Rice

PRODUCT LINE LENGTH OF FABINDIA

9) In Home Accessories the product line length includes ( Rs 100-Rs 1500) Lamp shades Candles Vases Wooden Vases Ceramic Vases Metal Vases Handmade Paper Photo Frames

10) In Upholstery the product line length includes Curtains (Rs 500 Rs 1500) Durries

PRODUCT LINE LENGTH OF FABINDIA

11) In Bath Linen the product line length includes (Rs 200-Rs 1200) Bath Robes Towels

12) In Cutlery the product line length includes (Rs 200-Rs 2000) Bowls Spoons Cups Plates
13) In Furniture the product line length includes (Rs 1500-Rs 15000) Chairs Tables

PRODUCT LINE LENGTH OF FABINDIA

14) In Stationary the product line length includes Handmade Paper Files Handmade Paper Pads 15) In Table Linen the product line length includes Table cover (Rs 300 Rs 1600) Table napkins (Rs 100 Rs 300) Map and napkin sets (Rs 600- Rs 800) Table runners (Rs 300 Rs 1200)

The Percentage of Business extracted from Apparel and Home in FabIndia is as Follows:Segment Percentage of Business
90% 80% 70% 60% 50% 40% 30% Home Accessories + Organic Food Garment + Jewelry

Garment + Jewelry

80%

Home Accessories + Organic Food

20%

20% 10% 0%

The Percentage of Business extracted from Women, kids and Mens in Garment Product Line in FabIndia is as Follows:Category Percentage of Business
45%
50% 40% 30% 20% Women Wear Mens Wear Kids Wear

Women Wear Mens Wear

30%

10% 0%

Kids Wear

25%

Percentage of Business

PRODUCT LINE DEPTH OF FABINDIA

Each product line length has a depth which include items in different sizes and many number of Styles. The Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases. 1) In womens wear the product line Depth includes Sarees 1)Chanderi Sarees 2) Silk Sarees a)Printed Silk Sarees b)Woven Silk Sarees

PRODUCT LINE DEPTH OF FABINDIA

3)Kantha Sarees 4)Cotton Sarees a) Printed Cotton Sarees b) Woven Cotton Sarees 1. 2. 3. 4. 5. 6. 7. 8. Kurtas

Mini Full Sleeves- S,M,L,XL,XXL Mini Half Sleeves- S,M,L,XL,XXL Mini Sleeveless- S,M,L,XL,XXL Short Full Sleeves- S,M,L,XL,XXL Short Half Sleeves- S,M,L,XL,XXL Medium Full sleeves S,M,L,XL,XXL Medium Half Sleeves - S,M,L,XL,XXL Long Full sleeves - S,M,L,XL,XXL

PRODUCT LINE DEPTH OF FABINDIA

3.Churidars - S,M,L,XL,XXL 4.Pants - S,M,L,XL,XXL 5.Shorts- S,M,L,XL,XXL 6.Tunics 1) Small tunics- S,M,L,XL,XXL 2) Long tunics - S,M,L,XL,XXL 7.Kaftans- S,M,L,XL,XXL 8.Maternity Wear- S,M,L,XL

2) In mens wear the product line Depth includes

PRODUCT LINE DEPTH OF FABINDIA

Men Size Chart

SIZE
SHOULD ER CHEST WAIST HIP

36 18 36 30 37

38 19 38 32 39

40 20 40 34 41

42 21 42 36 43

44 22 44 38 45

46 23 46 40 47

1. Long Kurtas- Cotton 36-46 Long Kurtas- Silks 36-46 2. Short kurtas Cotton 36-46 Short kurtas Silks 36-46

PRODUCT LINE DEPTH OF FABINDIA

3.Churidars 4.Bush Shirts Short Sleeves - 36-46 Bush Shirts Long Sleeves - 36-46 5.Fitted shirts Short Sleeves 36-46 Fitted shirts Long Sleeves 36-46 6.Ties 7.Pants with drawstrings 36-46 8.Trousers -36-46 9.Nehru Jackets-36-46

PRODUCT LINE DEPTH OF FABINDIA

In Kids Wear the product line Depth includes products for Infants, Girls and Boys Boys Measurement Chart in Inches
AGE SHOULD ER 2-3 10 3-4 4-6 6-8 12.5 8-10 13.5 10-12 14.5 10.5 11.5

CHEST WAIST HIP

21 20 22

22 21 23

24 22 24

16 23.5 26.5

28 25 29

30 26.5 30.5

PRODUCT LINE DEPTH OF FABINDIA

Girls Measurement Chart in Inches
AGE SHOULD ER
CHEST WAIST HIP

2-3 9.5
21 20 22

3-4 10
22 21 23

4-6 11
23.5 22 24.5

6-8 11.5
23.5 23 26.5

8-10 12
27.5 24 29

1. Frocks 0-3 yrs,3-6 mnths,6-1 yr,1yr-2 yrs 2. Dhotis for boys 2 -12 yrs 3. Sorts for Boys -2 -12 yrs 4. Churidars Pajamas - 2 -12 yrs

PRODUCT LINE DEPTH OF FABINDIA

3) In Costume Jewelry the product line Depth includes a)Bracelets The Styles and Color varies from season b)Neckpieces The Styles and Color varies from season c)Rings The Styles and Color varies from season d)Ear Rings The Styles and Color varies from season 4) In Bags the product line Depth includes a)Hand Bags Jute Bags 3- 6 styles b)Hand Bags Canvas Bags 3- 6 styles c)Luggage Bags Jute Bags 3- 6 styles d)Luggage Bags Canvas Bags 3- 6 styles

PRODUCT LINE DEPTH OF FABINDIA

5) In Body Care the product line Depth includes Face Packs Chandan, Turmeric, Multani Mitti Face Creams 2-5 Soaps- 2-4 Hair Shampoos 3-5 Hair Conditioners- 3-5 Hair Oils 3-5 Body Scrubs -3-4 Skin care products- 3-4.

PRODUCT LINE DEPTH OF FABINDIA

6) In Home Linen the product line Depth includes Quilts
DESCRIPTION SINGLE LARGE SINGLE DOUBLE BABY FEET 5X7.5 6X9 7.5X9 3.75X5.75 INCHES 60X90 72X108 90X108 45X68 CMS 150X225 180X270 225X270 112.5X170

PRODUCT LINE DEPTH OF FABINDIA

2.Bedsheets 3.Bolster covers 4.Pillow covers 7) In Organic Food the product line Depth includes 1. Concentrates Lemon Malta Rhodendron 2. Pickles Mango Ginger Garlic

PRODUCT LINE DEPTH OF FABINDIA

Green chili Ginger Garlic Lemon 3.Flour Ragi Soybean (Whole) Black Soybean Pysllium Wheat 4.Pasta Wheat , 5. Spices Chili Flakes Rai Yellow Chili Black Pepper White Pepper

PRODUCT LINE DEPTH OF FABINDIA

6.Dry Fruits Walnut, Cashew nut 7.Rice Basmati (Brown and White) 8. In Home Accessories the product line Depth includes 9.Lamp shades Handmade Paper Glass 10.Candles 11.Vases 12.Wooden Vases 13.Ceramic Vases 14.Metal Vases 15.Handmade Paper Photo Frames

PRODUCT LINE DEPTH OF FABINDIA

9) In Upholstery the product line Depth includes a)Curtains b)Durries
FEET 1.5X2 2.5X4.5 3X5 4X6 5X8 6X9 9X12 CMS 45X150 75X135 90X150 105X180 150X150 180X270 270X360

PRODUCT LINE DEPTH OF FABINDIA

10) In Bath Linen the product line Depth includes Bath Robes Towels
ITEMS LARGE MEDIUM HAND FACE BATHMATS INCHES 30X60 27X54 15X24 15X15 18X28 CMS 75X150 67X135 37X60 37X37 45X70

PRODUCT LINE DEPTH OF FABINDIA

11) In Cutlery the product line Depth includes Bowls Spoons Cups Plates 12) In Furniture the product line Depth includes Chairs Tables 13) In Stationary the product line Depth includes Handmade Paper Files Handmade Paper Pads 14) In Table Linen the product line Depth includes

PRODUCT LINE DEPTH OF FABINDIA

Table cover
INCHES 36X36 45X45 45X72 60X90 60X120 36 ROUND 60 ROUND CMS 90X90 113X113 113X180 150X225 150X300 90 ROUND 150 ROUND

PRODUCT LINE DEPTH OF FABINDIA

Table napkins Table mats Map and napkin sets Table runners

KURTAS ;MEDIUM F/S

SMALL KURTAS ; LONG F/S

KUTAS;MEDIUM H/S

KURTAS; LONG H/S

KURTAS;MEDIUM S/L

SILKS

CHURIDAR

SALWAR

KURTAS MINI F/S

MEDIUM KURTAS ; LONG F/S

KUTAS MINI ; H/S

L/S

KURTAS LONG-H/S

KURTAS MINI S/L

LONG S/L

SILKS

CHURIDAR

SALWAR

KURTAS MINI F/S

LARGE KURTAS LONG F/S

KUTAS MINI H/S

KURTAS LONG-H/S

KURTAS MINI S/L LONG S/L

SILKS

CHURIDAR

SALWAR

XL KURTAS MINI F/S KURTAS LONG F/S

KUTAS MINI H/S

KURTAS LONG-H/S

KURTAS MINI S/L LONG S/L

SILKS

CHURIDAR

SALWAR

SMALL

KURTAS-SHORT F/S

SMALL KURTAS- SHORT H/S

SHIRT F/S

SILKS

SHIRTS H/S

TOPS H/S

KURTAS ; SHORT S/L

SHIRTS & TOPS S/L

SKIRT

MEDIUM KURTAS-SHORT F/S MEDIUM

SHORT H/S

SHIRT F/S

SILKS

SHIRTS H/S

TOPS H/S

KURTAS ; SHORT S/L

SHIRTS & TOPS S/L

SKIRT

LARGE

KURTAS-SHORT F/S

LARGE

SHORT H/S

SHIRT F/S

SILKS

SHIRTS H/S

TOPS H/S

KURTAS ; SHORT S/L

SHIRTS & TOPS S/L

SKIRT

XL

KURTAS-SHORT F/S

XL

KURTAS- SHORT H/S

SHIRT F/S

SILKS

SHIRTS H/S

TOPS H/S

KURTAS ; SHORT S/L

SHIRTS & TOPS S/L

SKIRT

SAREES

NEW ARRIVALS

PANTS DRAWSTRINGS

XXL SIZES

LARGE TUNICS

XL

MATERNITY

SMALL TUNICS

KAFTANS

KURTAS LONG

XS

KURTAS MINI

XS

KURTAS LONG 44 42

KURTAS LONG

46

40

38

36

KURTAS LONG

SILKS

44

46

40

42

36

38

CHURIDARS

SMALL

MEDIUM

LARGE

KURTAS SHORT 44 42

46

40

38

36

KURTAS SHORT- SILKS

44

46

40

42

36

38

PYJAMAS
SMALL MEDIUM LARGE

NEHRU JACKETS

KURTAS SUPER SHORT

XL

44 46 42

44 46 42

40

40

38 36

38 36

MENS WESTERN

BUSH SHIRTS
FITTED 44

BUSH SHIRTS

42
40

42 40

38 36

38 36

MENS WESTERN

SHIRTS-HALF SLEEVES SHIRTS-FULL SLEEVES 44 42 40 38 36 46 44 42 40 38

MENS WESTERN

PANTSDRAWSTRINGS

TROUSERS

PANTS PANTS

JUTIS

GIRLS TEEN SPIRIT

KURTAS SHORT
SKIRTS

WOLLEN CAPS

SHIRTS & TOPS

Thanks