STUDY ON A FASHION RETAILER

By: Mythili Selvam L.Preethi Nifty Jacob

Corporate History

As one of the largest retail conglomerates in the Middle East and India, the Landmark Group has a diverse portfolio of retail and hospitality brands. founded in 1973 in Bahrain. It is one of the largest retailers in the Middle East with over 500 stores across 8 countries, directly employing 10,000 people with 13.4 million sq.feet retail space. Avg retail space is 18,000 30,000 sq.ft

Introduction:

Max is a fashion and footwear retailer . The first store was launched in UAE in 2004. Now it has around 160 stores in 13 countries in Middle east, Turkey, Yemen, Lebanon, Egypt and India. Caption More Fashion More Value

Evolution:

May 2004- First store in Abudhabi, UAE. June 2004- First store in K.S.A Oct 2004- First store in Kuwait March 2006- First store in Indore, India. May2006- First store in Jordan June 2006- 36 stores in 4 countries June 2007- 46 stores in 7 countries March 2009- 86 stores in middle east & India Dec 2010- 146 stores in India. Present there are stores in 24 cities in India.

Mission :

Be a market leader in the field of value retailing. Provides fashionable products at affordable prices. Be innovative, cost effective and globally competitive. To exceed customer expectation. Provide growth opportunity to employees.

Core Values:

Constant focus and development on the product and value offered Continuous improvement of the customers shopping experience Commitment towards staff training and development. Encouraging open work culture.

Target Customers
GEOGRAPHIC Tier I and Tier II cities Venturing into tier III cities. DEMOGRAPHIC Income middle, upper middle PSYCHOGRAPHIC Modern/trendy and ethnic customers

BEHAVIOURAL Benefits quality, economic, service Loyalty status medium & strong

Product line

High variety, High assortment.

Product line
Product mix
Womens wear
formals casuals Ethnic

Mens wear
Formals Casuals party Sports

Kids wear
Child care Infants Boys Girls

Accessories
Bags Footwear Earings belts

Sports
party

Product line

Product line

Store location

Amritsar Agra Ahmedabad Pune Raipur Vishakaptnam Banglore Baroda Cochin Coimbatore Calicut

Delhi Gaziabad Hyderabad Indore Jalandhar Kanpur Kolkatta Lucknow Manglore Chennai Mumbai

Store location
Stand alone store Tunic city, 2nd avenue road, Anna nagar.

Stand alone store Trishia planet, Luz corner Mylapore.

Express Avenue mall, 2nd floor, Royapettah.

Stand alone store North usman road, Thyagaraya nagar.

Store visited

Max stepped into Chennai through franchising route by launching its 27th store at Mylapore. Thyagaraya nagar max. Sq.ft 15,000

Customer service

Free clothing alterations. They offer chilled water in the entrance for all customer. Each floor has 4-5 CSAS. Each CSA is well aware of the method of display, merchandise offered in terms of value, fashion & garment content.

Store Format

Chain retailer Departmental store Ambience open, spacious, subtle music, yellow lights, good customer service. Free fall layout. Racks are used for new arrivals. Round moving fixtures for discounted wears and casual apparels

E n tr a n c e

Womens casuals

Discoun t C a s u a l s

f o r m a l

Discou nt

Footwear

E n t r a n c e

casuals

Discounts

Discounts

f o r m a l s

Footwear

Turn over

Middle East retail chain Max, part of $ 3.8 Billion Landmark group, is expanding its footprints across the country, especially in the south, which accounts for maximum revenue. It expects revenue from Indian operations to double to breach the Rs 400 crore mark by March 2011. Using "pocket-friendly prices" as its USP, the Rs 188-crore Max is offering apparel for family in a price band of Rs 199 to Rs 599.

Organizational structure
Direct employess over 35,000 Key Executives: Mr. Vipen Sethi (Chief Executive Officer and Finance and Administration Executive ) Mr C.S. Sethi (Chief operating director) Mr. Vasanth ( Executive director)

Mr. Manu Jeswani (Head of Shoe Mart) Mr. Hariharan Ramanathan (Head of Max) Mr. Jonathan Jagtiani (Head of Home Centre) Mr. Raza Beig (Head of Splash and Iconic )

Country manager Debarshi Biswas

Regional manager

Store manager Mr. Rohit

Assistant store manager

Floor in charge

Thank you