Lulu Fashion Store GROUP-2 AMIT MISHRA, ANJU S NAIR, BHAVYA M, DHEERAJ E.D, LAVANYA AB RETAIL MANAGEMENT AMRITA SCHOOL OF BUSINESS
Jan 27, 2015
Lulu Fashion StoreGROUP-2 AMIT MISHRA, ANJU S NAIR, BHAVYA M, DHEERAJ E.D, LAVANYA AB
RETAIL MANAGEMENT
AMRITA SCHOOL OF BUSINESS
Agenda
About the organization
Lulu Fashion store features
Store design
Store operations
Supply chain
Major brands
Purchasing behavior
Promotions
Recommendations
2
Established in 1990 at Abu Dhabi.
Founder- M K Abdulla
Managing Director- Mr. M A Yousaf Ali.
Well-known business group based in Abu-Dhabi
Have established over110 hypermarkets
About the Organization 3
Locations- UAE, Oman, Qatar, Kuwait, KSA, Bahrain,
Indonesia, Thailand, Hong Kong, China, Kenya,
Tanzania, Benin, Egypt
Annual turnover- 5.1 billion US $
Providing employment over 30,000 people across the
globe.
Forbes ranks LuLu 3rd most impactful company in the
Arab world
4About the Organization
Business ventures
Retail outlets( Hypermarkets, fashion stores, department stores,
electronics and digital stores, etc. )
Shopping malls
Travel and Tourism
Hotels and Convention centers
5
IT firm
Flight kitchens
Commodities trading
Hospital
Food processing
Education
6Business ventures
Lulu Mall
First retail venture of the group in India.
One of the Asia’s largest shopping mall.
Largest hypermarket in Kerala.
Also established four verticals.
• LuLu Hypermarket
• LuLu Fashion store
• LuLu Connect
• LuLu Celebrate
7
Hierarchy of the Organization8
Fashion Store 9
Lulu Fashion Store
Department store
• Apparel & foot wear
• Travel accessories
• Toys and gifts
• Jewellery
• Fashion Accessories
• Cosmetics
• Sports and fitness equipments
10
1000 ways to make you smarter
More than 300 brands – 98 International brands
Shop in Shop
Target customers – Mass Audience
Positioning – Premium fashion and life style store
Impulse buying
Lulu Fashion Store 11
Store features
• 60,000 sq.ft
• Average footfall – 9,000 to 10,000 per day
• Peak sales time – 5PM to 10PM(week days), 10AM
to 10 PM (weekend days)
• Conversion rate- 45% - 60%
• 11 billing counters
• Destination store
Lulu Fashion Store 12
Manpower
• More than 200 employees
• Headed by business head retail ( MA Nishad)
• Operations manager
• Marketing manager
• Store manager
• Buyers
• Visual merchandisers
• Sales staff
• Promoters
Lulu Fashion Store 13
Store Design
Layout
• Free form
14
15
Store Design
Interior design
• Store atmospherics
• Ambience
• Seasonal themes
• Trial of cosmetics products
• Make-up demo
• Proper stacking of products
• Soft music and lighting
• Window display and mannequins
• New arrival section for each category
• Clean and tidy environment
16
Store timing- 10: AM to 11: PM
Arrangement of SKU – before 9:30 AM
Stock checking daily
Daily sales report
Shrinkage - < .5%, < .8% ( cosmetics)
Packing and unpacking
Pricing – LRP ( 2% - 7% of MRP)
Main store
Stock Keeping
Back End Office
Store Operations 17
Departments
Buying and merchandising
Finance and accounts
HR
IT
Public relations
Operations
Marketing
18
Supply Chain
Suppliers
• Madura garments
• Aravind mills
• Future group
• Intercraft
• SR international
• Sahyog International
• Indigo creations
19
Supplier locations
• China
• Thailand
• Abu Dhabi
• India
o Mumbai
o Tirupur
o Delhi
o Surat
Supply Chain 20
Warehouse
• At Paravoor
• Mode of transport – Store’s own vehicles
• Unpacking, sorting and segregation
• Final assortment and price labeling at store back end
area
• All documentations are computerized
• Buyers are responsible for product selection and order
placement
Supply Chain 21
Major Brands at the Store
Unisex Fashion
John Louis
Ala made
Turtle
Flying machine
Satya
Diya
Bloom
Sizz
La fille
Lee cooper
Classic polo
Adidas
Nike
Wildcraft
Puma
UCB
Gini & Jhony
Jockey
Vardhaman
Peter England
Louis Philippe
V-star
Samsonite
VIP
Allen Solly
Black berry
Biba
Timex
Rado
Posche
Blue
Fastrack
Titan
American Tourister
22
23
Purchasing Behavior
Conversion ratio
• Planned -10%
• Impulse buying -90%
• Weekend footfall- 30,000 to 40,000
• Most sold category- Women's and Kids wear
• An average time spent by customer 40minutes to 80
minutes
• Trolley system
24
Promotions
Multipack Discounts
Combo offers
Cross-promotions
Leaflets
Banners
Newspaper Ads
Hoardings
25
26
Promotions Radio Ads
Social media
Shelf-Talkers
Banners
Pillar-Branding
Glass-Branding
Ad agencies involved
— Takashi Walter
— Jelitta Publicity
— Dots
— Print express
27
Promotions 28
Current Promotional Activities
Gift vouchers
Coupons
X’ Mas season sale
Forward magazine make over
Sponsoring programs in FM radios
29
30
Competitors
Reliance trends
Fashion at big bazaar
Westside
31
Recommendations
LuLu Fashion Store should adopt customer loyalty program
Create an emotional connect through simple
useful services
Go beyond product satisfaction to overall
brand experience
Should launch private brands
Location map for at the store entrance
Sponsorship for fashion related events and media programs
32
Customer feed back
• More depth and breadth required in woman's
apparel
• Should do more promotions for offers and schemes
• Sales staff involvement should improve
• Should start exclusive website
33Recommendations
Thank You
34