Revolutions Collections

and Brands Workshop

The Collections
Product grouping at Revolutions
based on Customer Usage/Occasion
Evolved customer with clear demarcation of
footwear wardrobe by usage /occasion
Appreciates difference in look/ performance
required for different occasions
Co-ordinates apparel with shoes, to
complete the entire look/ ensemble
Focused Fashion vs. Vast Choice

Usage/Occasion
based Collections
Specific
shoes coordinated
with
ensemble
vs.
Versatility

The Collections
FOUR product groups
encompassing all targeted
usage occasions

Office/ Formal
Office Essentials
A must have for the trendy
working man/ woman
Stylized Comfort

Office/ Formal
Primary Usage

Footwear for the

office/ workplace

Implication of
Usage/ Occasion

Long duration wear

Product Attributes
ranked in order of
importance

Comfort
Durability
Style
Fashion

Office/ Formal
Focus on
CLASSIC styling

Dress/ Evening
Wear
Fashion statements
for the fashion forward
man/ woman

Dress/ Evening
Wear
Primary Usage

Implication of
Usage/ Occasion

Occasion wear eg.

wedding, party,
other formal
occasions
EXTREME coordination with
attire
Short duration
wear
Emphasis as
fashion accessory

Dress/ Evening
Wear
Product Attributes
ranked in order of
importance

Fashion

Co-ordination with
attire
Styling
(Colour,material,
embellishment,
etc.)
Comfort
Durability

Dress/ Evening
Wear

A combination of all
elements of fashion
(sole, material,
shape, style and
colour) in Fashion

Attention to styling
and detail, eg. hand
crafted merchandise,
embellishments etc.

Out-of-Home/
Leisure
Fashionable solutions for all
Out-of-Home activities

Out-of-Home/
Leisure

Primary Usage

Implication of
Usage/ Occasion
Product Attributes
ranked in order of
importance

Casual Out-ofHome wear eg.

visit to friends
place, market etc.
Medium duration
wear

Co-ordination with
attire (ethnic,
western)

Out-of-Home/
Leisure
A combination of new
colours and styles that
have been adopted as an
established trend vis a
vis high/ new/ emerging
fashion.
A combination of all
types of footwear to meet
all outdoor needs (open
ended, closed shoes,
sandals, floaters etc.)

Sports

Trendy alternatives to
enhance the Casual Look

Sports
Primary Usage

Implication of Usage/
Occasion

Product Attributes
ranked in order of
importance

Casual Out-of-Home
wear with casual western
ensemble primarily for
walking/ enhancing
sporty look
Medium duration wear

Comfort, Durability
Style
Fashion

Sports
Sporty look
merchandise,
typically not
performance/ specific
sports oriented
shoes
Styling, colour
emphasis in sports
shoes

The Ranges
THREE Ranges
Core
Stylish
Classics
Fashion
Fashionable/ Trendy/ In
Vogue
Limited Edition
Fashion Statements

Ranges
Product Life Cycle

Core

Fashio
n

Limite
d
Edition

12
months

6
months

3
months

2*

Number of ranges in a
1
year
Product changes as per fashion trends
Sole

Shape

Style

Material
of
Change in a combination
twoColour
elements

Change in

at least
three

elements

*limited editionfor summer runs

for 6 months

Range Design
Elements
Core
Minimal
design
changes, low
frequency of
design
alterations

Fashion
Few design
changes, high
frequency of
design change

Limited
Edition
Major design
changes, high
frequency of
design change

The Matrix
Ranges
Workwear

Core
Womens

Dress/ Evening
Out of Home/ Leisure

Sports

Fashion

Limited Edition

Mens
Workwear

Dress/ Evening
Out of Home/ Leisure
Sports

Kids

5-8
9-11
11-1
2-5

Seasons
Summer
Apr May Ju
n

Jul

Phase I

New lines in range

New merchandise
layout in stores
Start of new planned
season

Winter
Au
g

Se
p

Oct No
v

De
c

Phase I

New lines in range

New merchandise
layout in stores
Start of new
planned season

Jan

Fe
b

Ma
r

Phase II

New lines into

Limited Edition

Differentiating Range
Tactics

Display
Display

Core

Fashion

Good store
location
Display
communicating
availability and
choice
Relatively high
display density

Prime store
location, high
traffic and high
exposure time
Display organized
by theme/ colours/
story etc.
Medium display
density

Limited
Edition
Eye catching
location
Elaborate
visual display
enhanced by
elaborate
display props,
lighting effects
etc.
Very low

Differentiating Range
Tactics
Selling
Selling Points
Points
Core
Emphasize:
Durability
Comfort
Versatility:
Basic Colours
and styles

Fashion

Limited Edition

Emphasize
Colour
Co-ordination
with multiple
outfits
Comfort

Emphasize
Uniqueness/
Exclusiveness
Fashion Statement
Fashion led embellishments,
styling, other details
eg embellishments
etc.
Limited editions

Brands
Existing Liberty Brands

Mens

It takes some men places

Introduced in 1992
Mens Formal and Casual Shoes

Whats life without a little comfort

Introduced in 1991
Young executives Formal and Casual Shoes

Womens

Hey Women, stay Girl

Introduced in 1991
Womens high fashion footwear

Hey Women, stay Girl

Kids

Non-Stop Fun
Introduced in 1991
Childrens sports, sandals and casual shoes
2 12 years

Non-Stop Fun

Unisex

Some things are just right

Introduced in 1994
Unisex Formals and Beachwear
2 45 years

Cool, comfortable sandals

Introduced in 1991
Unisex Sandals and Slip-ons
21 45 years

Life at a Force of 10
Introduced in 1990
Fashion Sports Shoe
16 28 years

Brands at
Revolutions

Same Brands are also available at

Liberty stores
So, how is Revolutions different
from Liberty Exclusive stores in
my city?

Product
Differentiation
Similar Brands, dissimilar merchandise
Product assortment at Revolutions
largely exclusive to Revolutions
Exclusive designs developed and manufactured
Imported merchandise
Premium lifestyle International shoe Brands
Minimal overlap in Liberty Brand products
available at Liberty

Thank You
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