lifestyle International Pvt Ltd-max

Retail Division
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Retail Survey Conducted at...
2
lifestyle International Pvt
Ltd-max Retail Division

Location: MAHAGUN
Mall, Ghaziabad
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INTRODUCTION

Lifestyle International (P) Ltd, part of the prestigious Dubai based
Landmark Group, started its operations in India with the launch of the first
Lifestyle store in Chennai in 1999. In little over a decades time, Lifestyle
has established itself amongst the leading retail companies in India.

Lifestyle International is among India's largest chains of fashion stores.
Lifestyle Fresh Fashion, with its focus on 'fresh look, feel and attitude'
offers, trendy and hip collections that are in sync with the hopes and
aspirations of discerning young and 'young-at-heart' consumers.

Lifestyle store brings together five concepts under one roof Apparel,
Footwear, Childrens Wear & Toys, Furniture & Home Furnishings, Personal
Grooming - offering a convenience of a one-stop shop and a wide choice
of national & international brands.

Lifestyle International Fresh Fashion stores have presence with stores not
just in Metros but also in smaller towns. All stores have a wide variety of
categories like casual wear, ethnic wear, formalwear, party wear and
sportswear for Men, Women and Kids.
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Retail Format at Lifestyle
Retail
Strategy
Customer
Service
Merchandise
Assortment
Location
Communi
cation Mix
Pricing
Store
Design &
Display
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Store location
The location of a retail store occupies an
important place in retail strategy. It not
only conveys the image of the store, but
also influences the merchandise mix and
the interior layout of the store. While the
merchandise mix can be changed and
prices can be adjusted, it is difficult to
change the decision on store location.

It is located in posh locality in the centre
of the city. Further the easy availability of
transport facilitates makes the location
really accessible for shopping.

Lifestyle is situated very close to the main
road. Lifestyle being a three floor building
have great visibility. To enhance the
visibility Lifestyle has put its sign board
on the top of the building.
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MERCHANDISE ASSORTMENT
Lifestyle have applied the concept of category management in its day-to-
day merchandising function as against the traditional brand
management merchandising practice followed by most retailers.
Category managers look at sales and margins of each brand in a
category. The whole idea of category management is to create products
across length and breadth of a category at different price points, fabrics,
design, shape, seasons, colour and size.
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Shelving flexible, easy to maintain
Hanging
Pegging small rods inserted into gondolas or wall systems can be labor
intensive to display/maintain but gives neat/orderly appearance
Folding for soft lines can be folded and stacked on shelves or tables -
creates high fashion image
Stacking for large hardliners can be stacked on shelves, base decks of
gondolas or flats easy to maintain and gives image of high volume and
low price
Dumping large quantities of small merchandise can be dumped into
baskets or bins highly effective for soft lines (socks, wash cloths) or
hardliners (batteries, candy, grocery products) creates high volume, low
cost image

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PRODUCT OFFERINGS
MENS WEAR
CODE
MELANGE
FAME FOR EVER
FORCA
CLUB HOPPERS
P & Q
DELURE
BLACKBERRY

LADIES WEAR
Honey
GINGER
CODE
Mix & Match
MELANGE
FAME LADY
FORCA
X'POSE
KIDS WEAR
JUNIORS
LITTLE TALK
DISNEY
BARBY STYLE
KAPPA
DROP
SQUARE

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PRODUCT OFFERINGS
Accessories
Watches - G-shock, Fast Track, Tissot
Pens- Tommy Hilfiger, Cross
Sunglasses- Fossil, Ray ban, Ferrari, Idee, Guess
Health & Beauty - Dior, Chanel, Ponds, Kaya, Shahnaz
Jewellery - Ddamas, Asmi, Viola, Gili
Fashion Accessories - Ginger, Toni Q
Home Centre
Shoe Mart
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PRODUCT OFFERINGS CHART
Brands
Mens
Formals Casuals
Womens
Formals Casuals
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POPULAR BRANDS
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POPULAR BRANDS
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POPULAR BRANDS
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STORE LAYOUT

Lifestyle follows a free form store layout. No particular format is followed
anything is placed anywhere but strategically. Lifestyle fall under following
categories- Departmental stores, Malls, E-retailers Here when it comes to
arranging the clothes, same type of clothes are put up together in different sizes
so that same clothes are available for every size at one point only.

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Storage, Receiving, Marketing
Underwear
Dressing Rooms
Checkout counter
Clearance Items
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Open Display Window Open Display Window
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STORE LAYOUT AT DIFFERENT
LEVELS
First level
Spring (Designer
wear for men and
women)Ladies Formal
Ladies Ethnic
Night ware and
Lingerie
Kids Wear
Infant Necessities
Toys
Footwear
Ladies Wash Room
Drinking Water
Ground Level
Ladies Formal
Ladies Denim
Cosmetics and
Fragrances
Fine Jewellery
Blue Sky
(Sunglasses and
Watches)
Fashion
Accessories
Customer Service
Desk
Second Level
Mens Occasions
Wear
Mens Formal
Mens Ethnic
Denim Wear
Mens Casuals
Active Wear ,
Sporting Goods
Teen Boys
Mens Washroom
Drinking Water
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STORE DESIGN
Exterior Store Design
The exterior appearance of a store silently announces
what customers can expect inside. Good exterior visual
merchandising attracts attention, creates interest and
invites the customer into the business.
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STORE DESIGN
Interior Store design
Flooring and Ceiling Graphics & Sign ages
Lighting Music
Store security Colour & Fragrance
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SPACE ALLOCATION AND UTILIZATION
Furniture and fixtures
Walk Ways and Entries
Sound type and density
Odour type and density
Visual merchandising-
Merchandise Type and
Density
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PRICING
Since Lifestyle provides products to a
potentially large number of customers at
affordable prices, it falls in the High Turnover -
Low Margin Category.


They propose to provide branded products at
10 - 15 % less than the MRP and 15 -20 % off
on the local brands, which is similar to what
has been carried out in Pantaloons.
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PROMOTIONAL STRATEGY
GIFT VOUCHERS
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POSITIONING STRATEGY
Initially positioned as a family store, it finally veered towards
becoming a fashion store with and emphasis on youths and
clear focus on FRESH FASHION. They are targeting youth and
even women, since they are the ones defining most
purchasing decisions.
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THANK YOU



Presented By: Dhruv Singh

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