Beruflich Dokumente
Kultur Dokumente
GROUP NO. 13
ANAND AGARWAL (02)
KRISHNA CHOWDHARY (12)
RITISH ADHIKARI (01)
ANNIRUDDH BHADRA (07)
HISTORY:
Lifestyle started its journey in India with the launch of its first Lifestyle store in Chennai in 1999.
Positioned as a trendy, youthful and vibrant store, Lifestyle offers consumers the latest in fashion and
lifestyle in an enjoyable shopping experience. Each Lifestyle brings together multiple concepts under one
roof Apparel, Footwear, Childrens Wear, Beauty & Accessories offering a convenient one-stop and a
choice of leading national & international brands. Present across major metros in India, Lifestyle is rapidly
expanding its footprint across the country. Currently there are 44 Lifestyle stores across Ahmedabad,
Bangalore, Chandigarh, Chennai, Coimbatore, Calicut, Delhi, Gurgaon, Jalandhar, Jammu, Kanpur,
Kolkata, Hyderabad, Jaipur, Surat, Mangalore, Mohali, Noida, Vijayawada, Mumbai, Nagpur, Ludhiana,
Ghaziabad, Bhopal, Kolkata, Thane, and Pune.
In keeping with the tradition of making every shopping experience even more rewarding and memorable,
Lifestyle introduced membership to the most privileged shopping circle in the country Landmark
Rewards. As a privileged member, every shopper gets to enjoy exclusive benefits and privileges such as
reward points.
Lifestyle International Pvt Ltd today offers a truly international shopping experience, a fact borne by
numerous accolades:
Top 10 Best Companies To Work For In India: 2015 Great Place To Work Institute
No. 1 Best Company In Large Organizations (10,000+ Employees) 2015 Great Place To Work
Institute
No 1. Company To Work For In Retail Sector In India By Great Places To Work Institute And RAI
For Two Consecutive Years 2015 & 2014
Lifestyle International Pvt Ltd Recognized As The 21st Best Place To Work For In Asia In The
'Best Workplaces: 500+ Employees' Category By Great Place To Work
Lifestyle Receives Most Admired Fashion Retail Destination Of The Year At The Images Fashion
Awards For Five Consecutive Years 2015, 2014, 2013, 2012 & 2011
Lifestyle International Pvt. Ltd. Recognized As 42nd Best Workplace In The Country And 2nd Best
Company To Work For In The Retail Sector In India By Great Place To Work Institute Survey 2013
Lifestyle International Pvt. Ltd. Recognized For Best HR Strategy In Line With Business At 4th
Asias Best Employer Brand Awards 2013
Images Most Admired Beauty Products Retailer Of The Year: Department Store Chain At Images
Beauty & Wellness Awards 2013
PHILOSOPHY:
Lifestyle International Private Limited (Lifestyle or Company)
believes in a philosophy of adopting sustainable business
practices which are beneficial to the various stakeholders
including the society. Through its corporate values, Lifestyle
constantly endeavors to actively contribute to the social and
economic development of the communities in which it
operates.
Statement of Purpose
Creating exceptional value for all lives we
touch
Core Values
Passion for Excellence
Integrity in everything we do
Empowering people to strive and
deliver
Adapting to changing market and
consumer needs
PRODUCT OFFERING:
Lifestyle offers a wide range of options for kids wear in its stores. Melange, bossini, kappa, kidsville and
smiley world are own brands of Lifestyle while others are belonging to other major fashion brands. A
general category wise breakup of product offerings is as follows:
lifestyle
kids wear
boys wear
girls wear
womens
wear
mens wear
accessories
homeware
and
furnishings
footwear
and
handbags
kids
footwear
boys wear
girls wear
jeans
jeans
bottom
bottom wear
wear
tshirts
tshirts
frocks
and dresses
frocks and
dresses
shirts
shirts
denims
denims
shorts
shorts
shorts
shorts
trousers
trousers
shrugs
and jackets
shrugs and
jackets
jackets
jackets
skirts
skirts
sweatshirts
sweatshirts
tops
and tees
tees
tops and
MARKET ANALYSIS:
Kids wear Market in India:
The Indian apparel market is expected to grow at a CAGR of 9%, from USD 41 billion in 2014 to USD 102
billion in 2023. In 2014, kids wear, at USD 8.3 billion, alone contributed 20% of Indias apparel market,
but given its higher growth rate, this share is expected to increase to 22% by 2023.
UNBRANDED
UNBRANDED
MEDIUM,
MEDIUM, ECONOMY,
ECONOMY,
LOW
LOW END
END
UNORGANISED
FORMATS
UNORGANISED FORMATS
LOW
LIFE SPAN
LOW AVG.
AVG. LIFE
SPAN
PREMIUM
PREMIUM &
& SUPER
SUPER
PREMIUM
PREMIUM
BRAND
CONCIOUSNESS
BRAND CONCIOUSNESS
INCREASES
INCREASES
DESIGNERS
DESIGNERS AND
AND
RETAILERS HAVE
HAVE BEGUN
RETAILERS
BEGUN
TO
CATER THE
THE DEMAND
DEMAND
TO CATER
Key Trends:
Attention is being shifting towards ethnic wear rather than just western wear.
Brands and retailer previously catering only to adults have extended their product lines to
include children and are attempting to transform themselves as a complete family shopping
destination. In this respect, even international brands have begun offering childrens apparel.
The school uniforms market is demonstrating healthy growth with a rise in the number of
schools and a decline in drop-out rates. In high-end schools, the increasing competition and the
desire to look smart has amplified brand consciousness among students. Further, many schools
see uniforms as an extension of their overall image and ensure that the uniform reflects the
image associated with the school. The market now sees different school uniforms depending on
the season, occasion, class, etc.
Even the online retailers have started foraying into children wear. Online fashion stores offer
the unmatched ease of shopping using user-friendly interfaces, wider product assortments,
shorter delivery cycles and lucrative options like cash-on-delivery in order to attract consumers
to their portals.
COMPETITIVE ANALYSIS:
PARAMETERS
SHOPPERS STOP
LIFESTYLE
WESTSIDE
POSITIONING
Excellent shopping
experience
FORMAT TYPE
PITCH
Shopping experience
Latest Fashion
Affordable style
TARGET CUSTOMER
Affluent consumers in
SEC A and B.
Affluent consumers in
SEC A and B.
NEED
GAP:many schools see uniforms as an extension of their
Further,
institutions image and ensure that the uniform reflects the image
associated with the school. The market now sees different school
uniforms depending on the season, occasion, class, etc.
-AMIT GUGNANI & KANTI PRAKASH BRAHMA
http://www.indiaretailing.com/7/1/83/12853/Kidswear-Market-in-
On the basis of secondary research and store visits we can say that a huge need gap exists in the kids
wear segment when it comes to apparels for school going kids. The merchandise available is very flashy
and gaudy. The comfort factor is low and pricing is also high.
Our idea is to launch a kids wear line which can be worn by kids in the age of 3-10 yrs. of age on a
daily basis. The fashion quotient of this merchandise line needs to be toned down a little in comparison
to the existing product lines and functionality quotient needs to be increased.
Kids nowadays stay in school for at least 4-5 hours. They are involved in various activities in school like
painting, coloring, making models and crafts. This requires the fabrics to be easily washable, strong
and colors to belong lasting.
There are schools which have completely removed the uniform norms for students up to a certain age
but still they follow a certain dress code. This provides an opportunity to launch kids apparels in
simple and sober designs and pattern which can be worn to school every day.
INSPIRATION:
The back to school line of clothing for kids is inspired by the childhood nostalgia and school
memories. School forms an integral part of the childhood and the school uniform is a cherished
possession. This collection tries to break free from the traditional and mundane style of school wear. It
is different from the regular kids wear merchandise in the way that it is not very flashy on colors and
style. At the same time this particular product line is high on functionality and comfort. The fabric
used for most of the products is 100% cotton or soft denim.
The entire idea is to create a daily wear product line which is loved by the kids and serves as an
alternative to the school uniform.
NEW DELHI
CHANDIGARH
GURGAON
NOIDA
NORTH
CENTRAL &
BHOPAL
EAST
NAGPUR
KOLKATA
AHMEDABAD
MUMBAI
SURAT
PUNE
WEST
SOUTH
BANGALORE
CHENNAI
HYDERABABD
BACK
BACK TO
TO
SCHOOL
SCHOOL
COLLECTION
COLLECTION
BOYS
BOYS
SHIRTS
SHIRTS
TSHIRTS
TSHIRTS
GIRLS
GIRLS
DENIMS
DENIMS
SHORTS
SHORTS &&
SUSPENDERS
SUSPENDERS
TSHIRTS
TSHIRTS
SHIRTS
SHIRTS
SKIRTS
SKIRTS
SUSPENDERS
SUSPENDERS
A further detailed merchandise range plan description and sku allotment is given in the subsequent
tables.