Report on Retail management

Store under study: ColorPlus

Launched in 1993, ColorPlus created a niche in the ready to wear market with a premium range of clothing for men.

Focus on product innovation and unique use of colors ,came a long way since its inception.

INTRODUCTION

The choice of the up market, trend-savvy, sophisticated and discerning Indian man ,changed the way he dressed.

Stores in the best locations and international service, brought in an international shopping experience.

The brainchild of Viju Mahtaney and Rajan Mudaliar ,determined to create a global brand for the global Indian.

Right from the beginning, the company was clear on two basic premises:

It would target the up market, trend-savvy, highly exposed Indian consumer .

The brand would compete with international majors.

Corporate History

Recognizing it’s potential, 75-year old suiting giant Raymond acquired a majority stake in the company in February 2003.

Raymond Ltd acquired 74% stake in Chennai based ColorPlus Fashion Pvt Ltd.

ColorPlus uses high quality fabrics and product engineering techniques .

Gives the user unique comfort and tactile feel that no other brand offers.

This is clubbed with the use of colors to give the sophisticate, yet colorful look.

The Brand is known for its distinct Product focused advertising.

Brand USP:

The store contains other brands like Arrow, Park Avenue, Raymond and Color plus.

It is a shop in shop concept.

Marketed by COLORPLUS FASHIONS LIMITED ,a division of Raymond Ltd.

Store format:

LAYOUT

The store is box shaped ,highly furnished two storey building.

Maximum exposure of the merchandise and

maximum floor coverage.

It has a free form layout.

Layout:

Ensures free movement and easy mobility.

Entry to the store introduces us to ColorPlus Shirts on the left-hand-side and formal trousers on the right-hand-side.

Fixtures: - including gondola shelving, showcases, slat wall and grid wall, mannequins, wood displays, counters, and racks.

On the right hand side we can see the cash wrap, which is the point of sale.

Feature areas: feature racks on both the side walls of the store ,used for display as well as stocking.

Music: instrumental, which drives customer into a shopping mood.

Colors: uses basic colour and cream shades, gives a soothing feeling ,creating a pleasant environment.

Lighting: both noticeable and functional, uses bright light to highlight merchandise.

Men’s casual wear :

Product line:

Item Price range per SKU.

Shirt Rs. 1499/- to Rs. 4000/.

Trouser Rs. 1995/- to Rs. 3095/.

T-Shirt Rs. 891/- to Rs 1695/-

Blazer Rs. 5500/

Socks Rs. 199/- onwards

It is a franchisee, fully controlled by the head office.

The organizational format is fully centralized.

The authority and responsibility of the staff is properly laid out.

Organizational structure:

The retail sales for the last year (2010) were about Rs60 lacs.

The average footfalls for last year were 15000 a month.

The average transaction value was Rs3500 (2010).

The average basket size was 4 items.

Useful data about the store:

The ColorPlus store here in Dehradun targets men .

Smart casuals for men are available.

The average age of the customer is 35-45 years.

The clientele includes upper middle class men, office going and businessmen.

Target customers

Thank you.