JULY-AUGUST 2021 INTERNSHIP REPORT AASHRUTI GUPTA
INDUSTRY INTERNSHIP NATIONAL INSTITUTEOF FASHION TECHNOLOGY REPORT (PART I) NIFT CAMPUS, RAJIV GANDHI SALAI , TARAMANI, CHENNAI-600113 DEPARTMENT OF LEATHER DESIGN (2018-2022) JULY-AUGUST 2021 INTERNED AT- DOCUMENTED BY- LIFESTYLE INTERNATIONAL PVT. AASHRUTI GUPTA LD SEMESTER VII LTD. FACULTY GUIDE 77 TOWN CENTRE BUILDING NO 3, OFF MRS. VIJAYALAKSMI RAVI HAL AIRPORT ROAD YAMLUR PO, ASSISTANT PROFESSOR BANGALORE, 560037, KARNATAKA All Copyrights Reserved @NIFTCHENNAI 4 |Lifestyle Pvt. Ltd.
Lifestyle Pvt. Ltd
TABLE OF CONTENTS 1. Acknowledgement 5 2. Preface 6 3. About - Lifestyle and landmark Group 7 4. Awards and Accolades 10 5. Market and Client profile 12 6. Departments and various operations 15 7. Organisational Structure 18 8. Lifestyle Retail Concepts 19 9. Layout of stores 20 10. Elements & components of Visual Merchandising 21 11. Costing and Pricing of an Implantation 22 12. Understanding the Store- Store Visit 24 13. Project 1 - LS concept fixture/focal point/P.O.S.M 33 14. Reflections of learning on Visual merchandising 56 6 |Lifestyle Pvt. Ltd.
ACKNOWLEDGEMENT The internship I did with Lifestyle International Pvt td. (Landmark Group) was a tremendous op- portunity for me to learn and grow professionally. Therefore, I consider myself really fortunate to have been given the opportunity to be a part of it. I’m also glad for the opportunity to meet so many amazing people and professionals who guided me through my internship. I am using this opportunity to express my deepest gratitude and special thanks to the VM Head, General Manager of Lifestyle, Mr. Akash Kumar, who in spite of being extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my project at their esteemed organization and extending during the training. I express my deepest thanks to Ms. Somreeta Ghosh, VM Manager, my industry mentor, for taking part in useful decision & giving necessary advices and guidance and arranged all facilities to make life easier. She has been limitlessly supportive and has ensured the best for me throughout the In- ternship period. I choose this moment to acknowledge her contribution gratefully. I would like to thank the Director of National Institute of Fashion Technology, Chennai, Dr. Anitha Manohar, for giving an opportunity to expand our learning through Interning under a company. I express my sincere gratitude to, our Course Coordinator, Mr. Sankara Narayanan and a notable appreciation to dearest Mrs. Vijayalakshmi Ravi, my mentor, who has made every effort to guide me towards achieving the target. I perceive as this opportunity as a big milestone in my career development. I will strive to use gained skills and knowledge in the best possible way, and I will continue to work on their improvement, in order to attain desired career objectives. Lifestyle Pvt. Ltd. | 7
PREFACE In visual Merchandising, We look into a marketing practice that uses floor plans, color, lighting, dis- plays, technology and other elements to attract customer attention. The ultimate purpose is to use the retail space efficiently resulting in generating more sales. This report is an outcome of the Internship undertaken under Lifestyle International Pvt. Ltd. (Land- mark Group). The objective of the program is to have a holistic, realistic, pragmatic idea of Fashion Retail Industry. Insight at all the procedures, the process of implementation of knowledge in the due course of three years in the industry. It also provides an opportunity to apply the concepts at relevant problem areas in the industry. 8 |Lifestyle Pvt. Ltd.
ABOUT- LIFESTYLE AND LANDMARK GROUP Landmark Group Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the largest and most successful retail organizations in the Middle East. An international, diversified retail conglomerate that encourages entrepreneurship to consistently deliver exceptional value, the Group operates over 900 stores encompassing a retail presence of over 13 million sq. ft. across Middle East, India, Egypt, Turkey, Yemen and Pakistan (franchise operation). The Group employs around 31,000 employees. Executive Summary: Lifestyle is a retail fashion brand which comes under Dubai-based retail and hospitality conglomerate, the Landmark Group. Lifestyle’s inventory consists of several national and international brands, and its product categories include Indian and western apparels, footwear, handbags, beauty products, and fashion accessories for men, women, and children. In India, Lifestyle Stores is a part of Lifestyle Inter- national Pvt. Ltd, with sister brands Home Centre, Max, and Easybuy. Introduction: Lifestyle is a part of the multi-billion-dollar Dubai based retail and hospitality conglom- erate Landmark Group. Positioned as a trendy, youthful and vibrant store, Lifestyle offers consumers multiple concepts under one roof – Apparel, Footwear, Children’s Wear, Beauty & Accessories offering a convenient one stop shop and a choice of leading national & international brands to customers. Lifestyle International (P) Ltd. began its operations in India in 1998 and opened its first Lifestyle store in 1999 and in a little over a decade has come to be recognized amongst leading retail companies in the country. It is headed by Mr. Kabir Lumba, along with other brands under the roof of Landmark Group. Lifestyle Pvt.Ltd. | 7
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IN-HOUSE LABELS (LIFESTYLE) Apparel ladies Apparel Children Ginger Junior Code Bossini Kids Bossini Fame forever kids Fame forever Kappa Kappa Melange Melange color me Smiley Nexus Apparel mens Code Forca Denimize Fame forever Kappa Ucla Smiley Lifestyle Pvt. Ltd.| 11
AWARDS AND ACCOLADES • Lifestyle International Pvt. Ltd. was recognized as one of India’s Best Companies to Work for across Industries in 2018 by Great Place to Work Institute in association with The Eco- nomic Times • Lifestyle International Pvt. Ltd. was recognized as one of India’s Top 10 Best Companies to Work for in Retail in 2018 by Great Place to Work Institute in association with Retailers Association of India • Lifestyle International Pvt. Ltd. was recognized as one of the ‘In- dia’s Top 10 Companies to Work for in the Retail Industry’ by Great Place to Work Insti- tute 2017 • Lifestyle International Pvt. Ltd. was recognized for Leading practices in Employee En- gagement in 2017 by PeopleFirst HR Excellence Awards • Lifestyle International Pvt. Ltd. was awarded Images Most Admired Retailer of the Year in the Departmental Stores category at the Images Retail Awards in 2017 • Lifestyle International Pvt. Ltd. was ranked as 68th India’s Best Company to Work for across Industries in 2017 by Great Place to Work Institute • Lifestyle International Pvt Ltd recognized amongst India’s Best Companies To Work For (42nd position) by The Economic Times and The Great Place To Work Institute 2013 12 |Lifestyle Pvt. Ltd.
• Lifestyle receives Most Admired Fashion Retail Destination of the Year at the Images Fashion Awards for two consecutive years 2011 & 2012 • Lifestyle awarded Most Admired Retailer of the Year, Department Store Category at the Images Retail Awards 2012, 2011 & 2008 • Images Most Admired Beauty Products Retailer of the Year: Department Store Chain at Images Beauty & Wellness Awards 2013 • Retail Supply Chain Excellence Award – Express Logistics & Supply Chain Conclave & Awards 2012 • Home Centre awarded Most Admired Retailer of the Year, Home and Interiors Category at the Images Retail Awards 2009 & 2010 • ‘Reid and Taylor’ Retailer of the Year award for the year 2006 for Lifestyle. • Lycra Images Fashion Awards for the ‘Most Admired Large Format Retailer of the Year’ in 2006 for Lifestyle • ‘ICICI – KSA Technopak Award for Retail Excellence’ in 2005 for Lifestyle • ‘Most Respected Company in the Retail Sector’ by Business World – IMRB in 2003 and 2004 for Lifestyle Lifestyle Pvt. Ltd. |13
COMPANY PROFILE COMPANY NAME LIFESYLE INTERNATIONAL SECTOR PVT. LTD. CONSUMER DISCRETIONARY INDUSTRY RETAIL- DISCRETIONARY SUB INDUSTRY DEPARTMENT STORES 24TH NOVEMBER 1997 FOUNDED MANAGING DIRECTOR KABIR LUMBA COMPANY SECRETARY RAMPRASAD SUSWARAM REGISTERED OFFICE 77 TOWN CENTRE BUILDING NO 3, OFF HALAIRPORTROADYAMLURPO, BANGALORE, 560037, KARNATAKA PHONE 1800-123-1555 WEBSITE www.lifestylestores.com NO. OF EMPLOYEES 2200 SPACE 2.9 MILLION SQ. FEET NO. OF STORES 80+ 14 |Lifestyle Pvt. Ltd.
INDUSTRY AND MARKET INFORMATION • Lifestyle stores come under the Retail Industry, sub-category of departmental stores and serving the Apparel segment. Apparel occupies a distinctive 8% share in the total retail industry. This segment is seen ever-growing since its inception. • The Retail Industry as a whole is growing at a 6% year-on-year rate and is ex- pected to reach USD 865 Billion by 2023. While apparel is expected to reach USD 490 Billion. With a lot of International players entering this industry, there is a tail-wind for the industry to reach its peak. • However, this industry faces a stiff competition from both direct & indirect play- ers in the market. The increasing trend in e-commerce had its toll on these of- fline stores. Coming to the industry rivals, no brand is too big to dictate its terms in the market and all of the rivals have a similar market share. However, Shoppers Stop has the highest Market Share in Apparel of about 16.3% and Lifestyle being 2nd with 15.8% market share. Hence there is cut-throat competition in this oli- Lifestyle Pvt. Ltd. | 15
MARKET SEGMENTATION 16 |Lifestyle Pvt. Ltd.
DEPARTMENTS AND VARIOUS OPERATIONS HUMAN RESOURCE OPERATIONS BUYING DESIGN SUPPLY CHAIN/ SOURCING MARKETING IT LEGAL COMMERCIAL VISUAL DIGITAL LOYALTY MERCHANDISING MARKETING PROGRAM/ CRM Lifestyle Pvt. Ltd. | 17
HUMAN RESOURCE DEPARTMENT The HR department is in charge of recruiting, selecting, training, and developing personnel at all levels of the store. The HR department ensures that the correct person is hired for the proper job. They must be fair- ly compensated. As a result, the HR department oversees and plans all actions involving retail employees. However, the performance of a retail store is determined by the retailer’s pay, wage, and reward policies. HR departments will be unable to hire top-tier employees unless a merchant offers a competitive compen- sation plan. OPERATIONS The Operations Department is in charge of handling retailing and logistics, as well as identifying cost-cut- ting opportunities in order to convey things from manufacturers to customers. BUYING The goods and services for a centralised organization’s multiple chain stores are managed by this depart- ment. The department guarantees that the appropriate quality of items are purchased at the appropriate time to satisfy end users. In terms of size and operations, the merchandise department is usually the larg- est. This department has highly specialised personnel who are experts in merchandise management and are in charge of spending huge sums of money from retailers into goods that will generate a profit when sold. DESIGN The design department can be considered as the research and development department of a clothing factoryit might be regarded the research and development department of a clothing factory. In most fac- tories, the product development process is divided into seven stages: Forecasting, Collection Planning, Design, Technology , Pattern Creation, Sampling and Grading Patterns 18 |Lifestyle Pvt. Ltd.
SUPPLY CHAIN/SOURCING The process of controlling a retailer’s whole supply chain is known as retail supply chain management. The amount of product movement and the fast-moving nature of the retail industry’s items distinguish retail supply chain management from other supply chain management. Because the products are always on the move and the cycle time is relatively short, the retail supply chain must be closely regulated and defect-free. Furthermore, the constant movement of commodities along the supply chain is critical to the success of any retail business.Hence retail management is very crucial to any organisation in the retail in- dustry and has to be monitored closely and maintained properly. MARKETING The marketing department is in charge of promoting products to consumers. You can supply a high-qual- ity product and sell it at a low price, but it is the marketing department’s obligation to keep customers informed. Customers are informed, attracted, and lured to the retail store by the marketing department. In other words, the marketing department brings customers to the retailers. Once a customer enters a store, it is up to the floor staff/customer service department to determine how well they handle the customer. IT DEPARTMENT Technology is enhancing many industries from financial institutions to retail outlets. For the betterment of the company and its customers, technology is transforming the way many organisations function. It’s critical for businesses to keep up with the rapid changes and improvements that technology is bringing to their industry. LEGAL This department ensures all the legalities involved in retailng and buying. COMMERCIAL DEPARTMENT The exchange of goods and services for money is at the core of retailing. The commercial depart- ment is in charge of the money that enters the store as a result of merchandise sales and leaves as a result of salary or supply payments. LifestylePvt. Ltd. | 19
ORGANISATIONAL STRUCTURE (VM)
LIFESTYLE RETAIL CONCEPTS Lifestyle Pvt. Ltd. |21
LAYOUT OF STORES Depending on the size of the store, the pathway was planned LOOP LAYOUT STRUCTURE as a loop or a series of loops. Customers walk down a sin- gle path, past all available products, before arriving at the checkout in a loop store. When traffic volume is large, this technique maximises overall product exposure and streamlines consumer traffic, but it might also limit brows- ing options. The less salespeople are needed, the more clear the store layout seems to the client, as the customer will locate what he is seeking for or be enticed to make a purchase by specific displays. Merchandise that should appeal to a large number of cus- tomers is displayed prominently in the centre or front of the store space. Because stairwells and elevators are a Whindrance, top-selling products (offers, new collections) should be exhibited on the ground floor. The busiest areas are the store entrance,pathways and areas to the customer’s right. Less frequented areas are middle aisles, areas to the customer’s left and upper and lower floors. 22 |Lifestyle Pvt. Ltd.
ELEMENTS AND COMPONENTS OF VISUAL MERCHANDISNG Lifestyle Pvt. Ltd |23
COSTING AND PRICING OF AN IMPLANTATION Design approval is the first step, which occurs after several meetings and dis- cussions with various teams, as well as a thorough grasp of the Design func- tions. Following Design Approval, Material Specifications are reviewed, and depend- ing on usability and necessity, it is sent to the vendor for first round sampling to grasp the appearance and feel of the design. Following prototyping, the product is placed in a few retailers for testing. The cost is then frozen (Base (material, size, etc.) + Overhead Charges (packing, transportation, etc.) based on the total number of stores, therefore the costing is piece (Base + Overhead)*no. of stores- any discounts. After this, a P.O (Purchase Order) is issued and provided to the vendor for the total amount of products, after which manufacture occurs, and finally dispatch. 24 |Lifestyle Pvt. Ltd.
COSTING AND PRICING OF AN IMPLANTATION Lifestyle Pvt. Ltd. |25
UNDERSTANDING THE STORES 26 |Lifestyle Pv. Ltd.
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BRAINSTORMING 1. REFERENCE FIXTURES 2. MATERIAL LISTINGS OF LS CONCEPT I 3. TYPES OF FIXTURES 4. USAGEOF MATERIALS 5. DISPLAY IDEAS 36 |Lifestyle Pvt. Ltd.
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EXISTING FIXTURES 38 |Lifestyle Pvt. Ltd.
The store visit to Lifestyle Store, Vega City mall, Bengaluru was taken to understand the existing store fixtures on a real life enounterig and engagement level as a customer. Lifestyle Pvt. Ltd. | 39
INITIAL EXPLORATIONS 40 |Lifestyle Pvt. Ltd.
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After the research on existing store fixtures, the types of fixtures, exploration was done on the different designs of fixtures that can be used for merchandising purposes in stores across the retail sector. Lifestyle Pvt. Ltd. | 43
RENDERED PROTOTYPE SET- 1 44 |Lifestyle Pvt. Ltd.
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RENDERED PROTOTYPE SET- 2 3D prototype made over Adobe Dimension using other tools such as Adobe photoshop and Adobe il- lustrator. Materials shown- • Alumunium finish on base • LED Lighting • Glass finish Features Looked at: • Top shelf rotatable 46 |Lifestyle Pvt. Ltd.
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RENDERED PROTOTYPE SET- 3 50 |Lifestyle Pvt. Ltd.
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