Fashion Industry Internship & Training Report

Internship Report

Organization Study of Shoppers Stop & Handbags

Forecasting for SS23

Submitted

by

Paras Mangle

Under the Supervision of

Dr. Shivkumar M. Belli

Associate Professor

Department of Fashion Management Studies (FMS)National

Institute of Fashion Technology

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CERTIFICATE
This is to certify that Mr. Paras Mangle, student of the National Institute of Fashion Technology
(NIFT), Hyderabad has successfully completed her internship work titled “” in partial fulfilment of
the requirement for the completion of 2 years Post Graduate Programme "Master of Fashion
Management (MFM)" as prescribed by the department of Fashion Management Studies (FMS),
National Institute of Fashion Technology.
This Internship Report is the record of authentic work carried out by her during the period from 6th
June 2022 to 5th August 2022 under my mentorship.

Signature
Dr. Shivkumar Belli

Associate Professor

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DECLARATION

I Mr. Paras Mangle, hereby declare that the Internship report entitled “Organization Study of
Shoppers Stop & Forecasting Handbags for SS23” is the result of my own research work
carried out by me during the period from 6st June to 5th Aug except as cited in the references.

Signature

Name of the Student:

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ACKNOWLEDGEMENT

Foremost, I would like to express my sincere gratitude to my industry mentor Mrs. Neetu
Agarwal & Mr. Digvijay Singh for the continuous support through my internship and project,
for his patience, motivation, enthusiasm, and immense knowledge. His guidance helped me in
all the time of internship and writing of this document.

I want to express my gratitude to my team at Shoppers Stop who supported me through the
offline mode and assisted me with new learnings and final project. I am highly indebted to my
faculty mentor Dr. Shivkumar Belli for guidance, feedback and encouragement.

I would also like to express my earnest gratitude to the National Institute of Fashion
Technology, Hyderabad for providing me with the opportunity to study under the Fashion
Management Studies department which paved the way for this internship to happen.

Signature:
NAME: Paras Mangle

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Executive Summary

Industry internship is a significantly important part of the College curriculum. It gives us

opportunity to learn about the actual organization & how the procedures are followed in every
department. It gives us opportunity to see the concepts which we are taught in the curriculum
being applied in the industry. The objective The objective of this internship was to study the
various segments of an organization and understand how the different departments work
together for a successful brand.

The purpose of the 8 weeks internship in Buying & Merchandising Department in non-apparels
category in handbags category was to was to understand in depth the process flow of the
various departments within this category.

I completed my internship at Shoppers Stop Headquarters, Mumbai. Throughout this

internship I for Handbags segment in non-apparels category.

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Table of Content

Chapter No. Title Page No.

1 Company profile 9

1.1 Timeline 9

1.2 Mission Vision 11

1.3 4 Ps of Shoppers Stop 12

1.4 SWOT 13

1.5 Products 16

1.6 Brands Under Shoppers Stop 17

1.7 Awards & accolades 28

2.1 Methodology 31

2.2 Purpose of Study 31

2.3 Objectives 31

2.4 Limitations 31

2.5 Literature Review 32

3 Department Study 34

3.1 Visual Merchandising 34

3.2 Planning Department 36

3.3 Quality Assurance 37

3.4 Marketing Department 38

3.5 Ecommerce Department 39

3.6 Supply Chain Department 39

3.7 Product Photoshoot 40

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3.8 Buying Department 40

3.9 Merchandising Department 42

4 Project – Forecasting 44

4.1 Theme & Mood Board 45

4.2 Color Board 46

4.3 Inspiration Board 48

4.4 Collections 49

5 Mini project 57

5.1 Existing 4Ps of Handbags Category 58

5.2 Suggestions 59

6 Learnings 63

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1. COMPANY PROFILE

With an unparalleled assortment of the leading international and national brands in clothing for
men, women, and kids; accessories, fragrances, cosmetics, footwear; home furnishing and
decor products, Shoppers Stop is a one stop shopping destination which aims to provide its
customers a truly international shopping experience. Shoppers’ Stop (SSL) is one of the leading
players in the retail segment. The company is a well-known name that delivers superior quality
products and services.

The foundation of Shoppers stop was laid on October 27, 1991, by the K. Raheja Corp. group
of companies. K Raheja Corp (Parent Company) has business interests in realty, hospitality
and retailing sectors. Besides Shoppers’ Stop, the group owns brands like InOrbit, The Resort,
Renaissance Mumbai Hotel & Convention Centre, J W Marriott, Lakeside Chalet and many
more. Being amongst India's biggest hospitality and real estate players, the Group crossed yet
another milestone with its lifestyle venture. The first store was set up in Andheri, Mumbai
selling only menswear. The company was incorporated on 16th June 1997 as a private limited
company.

Shoppers Stop is a household name known for its superior quality products services and above
all for providing a complete shopping experience. From inception, shoppers stop has
progressed from being a single brand shop to becoming a Fashion & Lifestyle store for the
family. Today, Shoppers stop is a household name, known for its superior quality products,
services and above all, for providing a complete shopping experience.

1.1. TIMELINE

1991– K Raheja Corp Group opened its first exclusive menswear store at Andheri.

1992– It introduced ladieswear in the store.

1993– It also added children and non–apparels under the store.

1994– The loyalty program –– First Citizen –– was launched.

1995–The group opened its second store in Bangalore.

1997– Shopper's Stop was incorporated. In the same year the company launched co–branded
credit card for its loyalty members in collaboration with HSBC.

1998– The company launched its third store in Hyderabad.

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1999– The company installed JDA Retail ERP (a global leader in retail ERP packages). The
same year company launched its 4th and 5th store at Jaipur and Delhi.

2000– The company opened its 6th and 7th store located at Chennai and Chembur. The
company also acquired Crossword – India’s leading retail book chain.

2001–2004– The company launched 9 stores located at Pune, Bandra, Kandivli, Mulund,
Gurgaon, Kolkata, Malad and Bangalore

2005– Shopper's Stop launched MAC and Homestop retail store.

2006– It launched Mothercare in India in India and its food and beverage outlets namely Brio
and Desi Café. Company also acquired 45% in Timezone India.

2007– The company entered into a 50:50 joint venture with the Nuance Group for Airport
Retailing Signed an MOU with the Home Retail Group of UK to enter into a franchise
arrangement for the Argos formats of catalogue and internet retailing.

2008- Shoppers Stop repositioned and reinvented as a bridge to luxury brand with the unveiling
of the new logo and tagline, "START SOMETHING NEW".

Shoppers Stop was awarded the “Emerging market retailer of the Year” at the World Retail
congress in April.

2009- Pioneered mascot licensing in the categories through our exclusive tie-up for certain
products with Vodafone for their popular brand mascot Zoozoo.

2010 - Expanded footprints to new cities like Bhopal, Amritsar and Aurangabad. Shoppers
Stop also added stores in existing cities like Bengaluru, Mumbai and Hyderabad taking store
tally to 36 stores. The Company upped its stake in Hyper city Retail (India) Limited to 51%.

The company was awarded Loyalty Summit Award Jan 201

2011- Shoppers Stop operations expanded to 49 stores in 22 cities viz. Ahmedabad,

Aurangabad, Amritsar, Bangalore (5 stores), Mysore, Bhopal, Chennai (3 stores), Delhi (5
stores), Durgapur, Gurgaon, Ghaziabad, Hyderabad (4 stores), Indore, Jaipur (2 stores),
Kolkata (3 stores), Latur, Lucknow, Mumbai (9 stores), Noida, Pune (4 stores), Siliguri and
Vijayawada.

2014 – In honor of Shoppers Stop’s work in Energy Conservation, it has been conferred the
Energy Efficiency Initiative Award at the Global Green Leadership Awards – 2014 hosted by
the World CSR Congress.

Shoppers Stop operations expanded to 73 stores in 33 cities viz. Ahmedabad (2), Aurangabad,
Amritsar, Bangalore (8 stores), Mangalore, Bhopal, Chennai (4 stores), Coimbatore, Agra,
Delhi (6 stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2), Hyderabad (5 stores),

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Indore, Jaipur (3 stores), Jalandhar, Ludhiana, Kolkata (4 stores), Latur, Lucknow, Thane,
Mumbai (9 stores), Mysore, Noida, Pune (5 stores), Surat, Siliguri, Vijayawada, Raipur, Raipur
Airport and Visakhapatnam.

2015 - Shoppers Stop operations expanded to 76 stores in 36 cities viz. Ahmedabad (2),
Aurangabad, Amritsar, Bengaluru (9 stores), Mangalore (2), Bhopal, Chennai (3 stores),
Coimbatore, Agra, Delhi (5 stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2),
Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana, Kolkata (5 stores),
Kolhapur, Latur, Lucknow, Thane, Mumbai (9 stores), Meerut, Mysore, Noida, Pune (5 stores),
Surat, Siliguri, Vadodara, Vijayawada, Raipur, Raipur Airport and Visakhapatnam.

2016 - Shoppers Stop operations expanded to 83 stores in 38 cities viz. Ahmedabad (2),
Aurangabad, Amritsar, Bengaluru (11 stores), Mangalore(2), Bhopal, Chennai (3 stores),
Coimbatore, Agra, Delhi (6 stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2),
Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana, Kolkata (5 stores),
Kolhapur, Goa, Latur, Lucknow, Thane, Mumbai (9 stores), Panvel, Meerut, Mysore, Noida
(2), Pune (6 stores), Surat, Siliguri, Vadodara, Vijayawada, Raipur, Raipur Airport and
Visakhapatnam.

2019 - Shoppers Stop operations expanded to 89 stores in 40 cities viz. Ahmedabad (1),
Aurangabad, Nashik, Amritsar, Bengaluru (10 stores), Mangalore(1), Bhopal, Chennai (3
stores), Coimbatore, Agra, Delhi (6 stores), Chandigarh, Guwahati, Durgapur, Gurgaon (2),
Gurugram- Haryana, Ghaziabad (2), Hyderabad (6 stores), Indore, Jaipur (3 stores), Jalandhar,
Ludhiana, Kolkata (6 stores), Kolhapur, Goa, Latur, Lucknow (2), Bhubaneshwar Thane (2),
Mumbai (10 stores), Nashik, Panvel, Meerut, Mysore, Noida (3), Pune (5 stores), Surat,
Siliguri, Vadodara, Vijayawada, Raipur, and Visakhapatnam.

2020 - Shoppers Stop operations expanded to 87 stores in 44 cities viz. Ahmedabad (1),
Aurangabad, Nashik, Amritsar, Bengaluru (9 stores), Mangalore(1), Bhopal, Chennai (2
stores), Coimbatore, Agra, Delhi (6 stores), Chandigarh, Guwahati, Durgapur, Gurgaon (2),
Gurugram- Haryana, Ghaziabad (2), Hyderabad (6 stores), Indore, Jaipur (2 stores), Jalandhar,
Ludhiana, Calicut, Kolkata (6 stores), Kolhapur, Goa, Latur, Lucknow (3), Bhubaneshwar
Thane (2), Mumbai (9 stores), Nashik, Panvel, Meerut, Mysore, Noida (3), Pune (5 stores),
Surat, Siliguri, Vadodara, Vijayawada, Raipur, and Visakhapatnam.

1.2 MISSION AND VISION

"NOTHING BUT THE BEST"

We will provide the "BEST" value in terms of products and services and adopt "best" processes
for stakeholders, without compromise, thereby matching global standards of performance.

"IT’S MAGICAL, IT’S COMFORTABLE, IT’S MY STORE"

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To be an inspirational and trusted brand, transforming customer’s lives through fashion and
delightful shopping experience every time.

1.3 4P’s of Shoppers Stop-

Shoppers Stop analyses their brand using the marketing mix methodology, which includes the
4Ps (Product, Price, Place, Promotion). There are many various marketing tactics, such as
developing innovative products, planning promotions, and setting prices. These marketing
tactics, which are based on Shoppers Stop's marketing mix, help the brand's commercial
success.
The brand/company implements Shoppers Stop's marketing strategy in order to establish a
competitive position in the market and accomplish its corporate goals and objectives.
To begin understanding the product, price, advertising, and distribution strategies of Shoppers
Stop, let's look at its marketing mix strategy
● Product Strategy
● Pricing Strategy
● Place and Distribution Strategy
● Promotional Strategy
Shoppers Stop Product Strategy-
Following is an explanation of the product mix and approach used by Shoppers Stop:
Shoppers Stop is one of the top retail fashion brands in India. Since it sells apparel, Shoppers
Stop has a wide range of goods. Men's, women's, children's, gifts, home furnishings & décor,
and children's merchandise are all available at Shoppers Stop. Understanding the product
strategy and marketing mix benefits from each of them. The area for men follows with items
for clothing, accessories, shoes, jewellery, and grooming. Women's clothing, accessories,
shoes, jewellery, and beauty care products are offered, just like those for men. The kids' section
has clothing for both boys and girls, shoes, baby dresses, a toy section, and kid-friendly
accessories. Chocolates and candies are included in the presents.
Shoppers Stop Pricing Strategy: -
Shoppers Stop provides a variety of worldwide brands at reasonable prices because of its many
rivals, including Wills Lifestyle, Pantaloons, Future Group, Myntra, Jabong, Trendin,
Snapdeal, and many others. The marketing strategy for Shoppers Stop employs this price
approach.
Due to the abundance of competitors on the market, Shoppers Stop is forced to offer discounts
and host a variety of sales events all year long to remain competitive. Older product typically
receives discounts, but rarely do new arrivals. At Shoppers Stop, apparel may be purchased for
incredibly low prices (brands start at around Rs. 300) or for high prices (approximately Rs.
10,000) for designer collections. Prices also differ based on categories and the criteria that must
be met. Women usually have a far greater selection since they shop more regularly and consider
a wider range of brands and pricing. This provides information on Shoppers Stop's price policy
within its marketing mix.

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Place and Distribution strategy: -

The distribution plan for Shoppers Stop's marketing mix is as follows:
A company called Shoppers Stop has more than 80 strategically located locations throughout
India, covering more than 35 cities. Additionally, India is home to stores for Mothercare, Home
Stop, Crossword, and Hypercity. Shoppers Stop also does online retail through websites and
mobile apps that can be accessible in more than 1200 towns and cities.
Four regional distribution centres operated by Shoppers Stop are open round-the-clock to
provide prompt product delivery to numerous locations across the nation.

Promotion: -
The following promotion and advertising techniques are used by the Shoppers Stop marketing
strategy:
Shoppers Stop advertises effectively online and in print. The major focus of Shoppers Stop
marketing is all sorts of advertising. In important areas across cities, there are billboards, print
ads, and outdoor advertisements for it. Shoppers Stop produces specialised clothes in
partnership with various other companies. Print advertising has emphasised the newest fashions
and trends available in its stores.
Shoppers Stop's First Citizen loyalty programmes are connected to Citibank credit cards so that
members can receive additional benefits. Additionally, it introduced YouTube and is
influencing several social networking sites, such as Facebook and Twitter, using the web-based
platform.
the "Style Hub" channel. Customers eagerly anticipate Shoppers Stop's "End of Season Sale"
as well as other ongoing sales events. Shoppers Stop also works with non-profit organisations,
gives young people vocational training, and aids in the employment of people with disabilities
as part of its social responsibility initiatives.

1.4 SWOT

Strengths

• First Citizens loyalty program - A successful program, it accounts for 82% of the company’s
sales. Started in 1994 and with 7 million enrolled members (as on 31 March 2020), it is one of
the longest running and most coveted loyalty programs in India. The program is at the heart of
customer relationships that is visible in a ticket value that is twice that of a non-member. The
rich database helps the company collect gainful data-driven insights, enabling informed
decision-making and analytics-backed targeted promotions across the organization.

• Brand marketing - Shoppers Stop has been known to launch clutter-breaking campaigns that
stand out in imagery and tone of voice. The company draws from 25+ years of rich insights
into customers’ shopping behavior, habits and preferences, to design and plan their campaigns
and promotions. In the year 2019-2020, they effectively carried out thought provoking

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campaigns with customer sub-segments and regional segments and created new marketing
occasions.

• Personal Shoppers service - The initiative innovates customer engagement and provides a
differentiated shopping experience, contributing to 15.6% of the company’s revenue. It was
introduced to help discerning customers explore their product range and indulge in a premium
end-to-end personalized journey. The company has more than 300 Personal Shoppers that are
trained in premium standards of customer service, styling and fashion by the best experts.

• Omni-channel presence - With changing trends of the Indian shopper, the retail giants
expansive presence across all channels has contributed significantly to their growth. A cross-
channel approach, comprising 89 large department stores in 44 cities (plus 11 HomeStop and
132 specialty beauty doors), 8 EDI-enabled stores and DCs, an e-commerce website, and a
mobile application that helps in Endless Aisle and, Snap. Find. Buy., have helped them become
more accessible and further strengthen ties with their shoppers. The company recorded 67
million visits to their website and 9.7 million mobile app downloads serving 25,000 pin codes
during the year leading to a 17% growth in sales. This further validates their strategy of being
where the customer wants to find them.

• Refined portfolio mix - The Shoppers Stop product portfolio caters to the evolving fashion
trends and covers a wide range of customer preferences. Designed to meet the requirements of
every customer segment, a variety of products encompassing private labels, national and
international brands, exclusive tie-ups and niche categories, together with an incomparable
‘Shoppers Stop’ brand recall, attracts and retains customers. This has enhanced their market
position and enabled them to become the first choice for mall developers, brands and suppliers,
thereby helping them in their pursuit of greater consumer mindshare.

• Robust supply base – The company supports the growth of their Omni-channel distribution
through an efficient supply chain system. Right from sourcing, design and production to a hub-
and-spoke distribution model, it plays a key role in sustaining their multi-channel approach and
they consistently invest in improving it to remain competitive. They leverage their round-the-
clock efficiency to service four brick‑and-mortar regional centres spanning more than 5 lacs
sq. ft. The company launched a 6,500 sq. ft. design studio in May 2019, for private brands with
a sampling unit, ramp walk and photo studio at their headquarters in Mumbai.

• Strong systems, processes and teams –The company’s strong back-end capabilities have
helped them coordinate their operations on well-oiled wheels. They are focused on building
their back-end efficiencies through increased usage of digitization, technology and improved
processes to drive growth and profitability across their channels.

• Corporate governance–The company have at the helm, an experienced team, with a growth-
oriented mind set and streamlined focus, which helps them unlock value for our stakeholders.
Their commitment to good governance further enables them to be a beacon of light for the
industry.

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Challenges

• Higher cost of operations - Rental expenditure is one of the largest components in a retail
business’ fixed costs. The rise in 100% Foreign Direct Investment (FDI) in single-brand retail
has led to increased competition and upgradation of retail spaces. The surge in demand for key
catchments in prominent malls is driving rentals higher, thereby increasing the cost of
overheads

• Fast-paced adoption of technology - The increased adoption of new technologies by

customers is providing greater access to global designs, that have been made accessible through
disruptive technologies and management practices. This has contributed to an increase in the
development of new platforms that are steadily being adopted by the industry, leading to an
increased investment.

• Scarcity of skilled workers - The Indian organised retail space incurs significant expenditure
due to spending on personnel; a large part of which is on account of investment in training and
development. The industry also deals with a high churn rate. Lack of specialised courses that
impart pertinent skills to suit the evolving requirements of Shoppers Stop’s operations, impact
the business’ ability to build a talent pipeline

Opportunities

• Omni-channel and online expansion creating convenience - The influx of mobile usage and
internet technologies have led to increasing popularity of online shopping. This trend has led
to the rise of the Omni-channel and other online shopping avenues in the retail industry. This
will play a significant role once the lockdown is lifted, when customers would still be wary
about stepping into stores for shopping, despite stores stepping-up their anti-COVID-19
precautionary measures.

• Premiumization and global brands access in India - With higher disposable income, there is
a discernible shift in preference towards premium and customized services. Convenience also
continues to play for young, aspirational consumers who seek more flexibility and choice in
their consumption basket as well as a superior shopping experience. High-street retail is
increasingly gaining ground, online platforms notwithstanding.

• Beauty and personal care categories - A combination of higher discretionary spending, rising
awareness towards personal hygiene and grooming with urbanization as well as globalization
have impacted consumption decisions vis-à-vis these products.

• Digital innovation - Internet access will be democratized in India by 2030 with more than one
billion citizens on the internet. More than 80% of internet users primarily access the web
through mobile phones. This implies a potentially different profile of connected consumers for
businesses to tap into.

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• Analytics - The power of data has become a big differentiator in how a business is run.
Besides a real-time update of stocks and inventory, data offers great potential for more targeted
advertising

Threats

• Economic conditions - Retail consumption is directly impacted by the general economic

environment. A subdued GDP growth performance, lowered market confidence, unanticipated
policy reforms and rising oil prices, along with the ramifications of the COVID-19 pandemic
are some of the many macroeconomic factors that affect retail performance.

• New entrants - With India presenting an attractive retail market, there is a continuous influx
of new entrants into the sector. Our nationwide footprint, seamless service offers, diversified
format presence and capable management team are few of the factors that help us retain our
competitive edge

• Industry disruptions - Increased competition among leading national retailers, compounded

by foreign brands entering the market has led to rivalry for locations, footfalls and offering
price-based discounts to attract the customer. Our robust pipeline of stores and an array of
insightful promotions help us navigate a tough operating context.

• Marketplace scale in fashion and beauty - The existence of online marketplaces in fashion
and beauty with all-season discounts on new and old merchandise can pose a threat to
department stores.

1.5 PRODUCTS
Shoppers Stop has become one of the most happening retail outlets in India with a diversified
product portfolio. Shoppers Stop offers products for men, children and women of every age
group and it includes

● Apparel – Shirts, skirts, dresses, jumpsuits, jackets, bottom wear, baby suits,
winter wear, pants, sportswear, swimwear, lingerie, nightwear, sarees, churidar
suits, t-shirts, jeans, cargos, trousers, blazers, shorts and kurta pajama
● Accessories – Umbrella, reading glasses, diaries, pen, travel essentials,
sunglasses, scarves, clutch, wallet, handbags, watches, belt and cufflinks
● Footwear – Flip-Flops, bellies, wedges, platforms, heels, flats, boots, slippers,
sandals, casuals and formal
● Jewelry – Fine jewelry, fashion jewelry, artificial jewelry and gold coins
● Toys – Dolls, infant toys, soft toys, musical instruments, board games,
educational games, cars, toy trains and blocks
● Beauty products – nail polish, shampoos, make-up, moisturizer, scrubs, masks,
hair colors, perfumes, deodorants, shaving products, make-up tools, soaps,
serums and toners

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● Homeware – Bedsheets, bedcovers, pillow covers, dinner set, tableware, kitchen

tools, bath towels, bathrobes, laundry baskets, curtains, rugs, doormats, dustbins,
furniture, clocks, candles, lamp shades and wall décor
● Gifts – Chocolates, sweets, charms, e-gift vouchers, gift cards, corporate gifting
and premium gifting.

1.6 Brands under Shoppers Stop

● Overall, there are over 1000 brands which come under Shoppers Stop.

PRIVATE LABEL BRANDS

Shoppers Stop is a house for multiple brands under various segments. The brand offers
domestic as well as international brands to its customers as well as some of its home curated
brands. These brands form a part of the various apparel, accessories as well as beauty section
some of which being Clinique, Giordano, Missoni, Casio, Guess, Swarovski, Allen Solly,
Baggit, Lavie, Puma, Sketchers, Steve Madden and many more.

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Below are some of the home brands of SS:

● Stop - Stop is the store brand from Shoppers Stop that caters to everyday clothing and
lifestyle needs of consumers. It is positioned to provide the best-selling styles at
affordable prices. A preferred option for a family that wants a trusted brand; Stop
delivers value for money without any compromises.
● Life - Life is a best-selling store brand of denim and casual wear from Shoppers Stop.
Life is all about the everyday and offers a high-quality selection of denims, western
fashion-forward styles, accessories and footwear, all at great value.
● Kashish - Kashish is an Indian occasion wear brand with a modern ethnic style. The
brand exists to give an edge to our consumer through contemporary interpretations of
ethnic ensembles.
● Karrot - Karrot is an infant wear brand that is thoroughly designed to provide apparel
that is safe and comfortable for the baby.
● Haute Curry - Haute Curry is a fusion of Indian and global design influences that
reflects the lifestyle of a contemporary consumer.
● Elizza Donatein : Elizza Donatein is a top seller inhouse brand in Handbags category.
It portrays an elegant image.

HAUTE CURRY

The "Haute Curry" brand made its debut at Shoppers Stop. Haute Curry is an up-and-
coming ethno-fusion brand for the young fashion diva of today. The store offers chic
Kurtis, stylish salwar kameez and dupatta sets, as well as a chic range of accessories.
Fashionably capturing vivid Indian colours and conventional patterns are modern
shapes and styles. The perfect place to shop for traditional style is Haute Curry, which
carries everything from trendy Kurtis and elegant cropped tops to cool jumpsuits and
patterned kaftans, sophisticated Anarkali’s and embroidery jackets to cosy shorts and
flowy skirts.
Categories: - Kurta, Kurti,Top,Indian dress, Bottom wear,Sandals,Slings,Winter wear
etc.
Price Range: -199-2999

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Kurta, Kurtis and top

Price Range: -199-1699

Indian Wear Dresses

Price Range: -399-2199

Boots
Price: -2449

Top Wear
Price Range: -319-359

Bottom Wear
Price Range: -359-1499

Casual Shoes
Price Range: -1249-2499

Sub-Categories: - Chain & Necklace, Earing, Hobo, Tote, Nightdress.

Price Range: -209-2999

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Chains Necklace
Price Range: -349-559

Earring
Price Range: -209-1049

Hobo
Price: -2299

Tote
Price Range: -1999-2999

Nightdress
Price: - 599

VETTORIO FRATINI

The distinction between sport, street, and formal attire has never been more clear. The
reason Vettorio Fratini is so outstanding is because it prides itself on not trying too hard.
The garments and accessories from this Shopper's Stop house brand have always
changed the game. In Cape town, exotic beaches and lavish boats are synonymous with
a sense of elegance and casual flair, which perfectly reflects the brand's core values.
Therefore, whether you want to get a head start on the newest trends or are in the mood
to spice things up a bit, Vettorio Fratini is the way to go!

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Categories: -Activewear Sportswear, Accessories, Flat, Indian Wear Set, Trouser &
Pants, T-shirts & Polos, Shorts, Suits & Blazers, Belts etc.
Price Range: -99-6999

T-Shirts & Polos

Price Range: -319-1499

Trouser & Pants

Price Range: -479-1799

Suits & Blazers

Price Range: -4799-6999

Flats
Price: -499

Activewear Sports wear

Price: -319

Belts
Price Range: -249-1699

Shorts
Price Range: -599-1499

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Indian Wear set

Price: -2999

KASHISH

Kashish is a fusion of traditional and regal aesthetics with contemporary sentiments!

Each piece of kashish gives a royal touch to your timeless beauty by weaving gorgeous
needlework in expensive materials that were celebrated in the Hyderabad sultanate.
Categories:-Indian wear set, Accessories, Dupattas & Shawls, Indianwear dresses,
wallets & Clutch, Kurta Kurtis and Top
Price Range: -499-4999

Indian Wear Set

Price Range: -1249-4999

Indian wear dresses

Price-1499

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Dupattas Shawls
Price: -649

Wallets & Cluch

Price Range: -749-1499

Kurta, Kurtis and Tops

Price Range: -499-1899

ELIZA DONATEIN

Shoppers Stop's unique Elliza Donatein brand provides fashionable formal handbags
for an affordable price. These designs, which put a focus on feminine shapes and fits,
will make you stand out in any boardroom
Categories: -Bag pack, Handbag, wallets & clutches, Slings, laptop bags
Price Range: -499-2999

Bag pack
Price Range: -999-1999

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Handbag
Price Range: -849-2999

Wallets & Clutches

Price Range: -549-1799

Slings
Price Range: -499-1999

Laptop Bags
Price Range: -849-1999

LIFE

Shoppers Stop's exclusive brand Life adheres to the maxim, "Live life to the fullest and
make the most of every moment," which is the mindset of today's young. Life is
unmistakably a young and fashionable company, offering preppy, colourful, and casual
apparel and accessories for men and women.
Categories:-Activewear Sports wear,Bottom Wear, Casual Jackets, Combo Set,
Fashion & semi precious,Ethenic wear,,Jeans,Shirts,Winterwear,

Activewear & Sports wear

Price Range: -159-599

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Bottom Wear
Price Range: -279-1499

Casual Jackets
Price Range: -879-2999

Combo Set
Price Range: -559-1199

Fashion & Semi Precious

Price Range: -209-489

Ethnic Wear
Price Range: -599-899

Jeans
Price Range: -799-2999

Winterwear
Price Range: -299-2699

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STOP

among Shoppers Stop's most powerful brands. STOP is an example of contemporary

design combining traditional sensibility. With products for men, women, kids,
accessories, and home decor, the company is a master at meeting all of the needs of its
customers in terms of fashion. The clean lines, cosy fabrics, and flawless tailoring that
characterise STOP's modern and elegant collection promote individual style. All things
fashion at one place.
Categories: -Belts, Bottom wear, Accessories, Dresses, Dupattas & Shawls, Indian
wear, Kurta Kurtis& Top, Shirts, Top wear, Trouser, Winter wear, Wallets & Card
Holder.
Price Range: -99-6999

Belts
Price Range: -499-1999

Accessories
Price Range: -99-499

Dresses
Price Range: -279-3090

Dupattas & Shawls

Price Range: -199-1099

Indian Wear
Price Range: -209-2499

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Kurtis Kurta & Top

Price Range: -399-2299

Shirts
Price Range: -519-2999

Trouser
Price Range:-599-2499

Winter Wear
Price Range: -349-2499

Wallets and Card Holder

Price Range: -249-1199

Top Wear
Price Range: -279-2199

Jumpsuits
Price Range: -559-699

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1.7 AWARDS AND ACCOLADES

● Most Trusted Retailer of the year Award - Most Trusted Retailer of the year -Popular
Choice by ET Retail Awards 2014
● CSR Excellence Award - CSR Excellence Award by Bureaucracy Today 2017
● Great Place to Work Award - Great Place to Work 2018
● HR Initiative of the year Awards - HR Initiative of the year Personal Shopper Program
● Winner 2019 Department Store Award
● Best Omnichannel Customer Experience Awards - Best Omnichannel Customer
Experience Best Digital Customer Experience Strategy
● Outstanding Performance in FY19 Award - Shoppers Stop awarded by Titan for
Outstanding Performance in FY19
● Pinnacle Awards - Shoppers Stop Bangalore Airport Store wins: Best Customer Choice
in Retail. Best Performing Commercial for Mithas concept @ Pinnacle Awards by
BIAL
● Retail Excellence Awards - Shoppers Stop wins most admired store in the Visual
Merchandise Category at Viviana Mall Retail Excellence Awards
● Anchor category Award - Shoppers Stop awarded highest sales on weekend during
EOSS by Alpha One Mall – Ahmedabad management in Anchor category
● Images Retail Awards 2019 - Shoppers Stop won 6 awards at “Images Retail Awards
2019
● Shoppers Stop won Gold for Best Customer Service program and Bronze for L&D team
of the year - Shoppers Stop won Gold for Best Customer Service program and Bronze
for L&D team of the year
● Economic Times Brand Equity awards - Mother’s Day recycle saree campaign wins at
Economic Times Brand Equity awards which had 650 entries across Industries
● Most Admired Retail Company of The Year Award - SHOPPERS STOP Wins the
Coveted "MOST ADMIRED RETAIL COMPANY OF THE YEAR AWARD" at
MAPIC India Retail Awards 2019
● DMA Asia ECHO Award - DMA Asia ECHO Awards for two campaigns: “It’s Our
Time” and “Kendall Kylie bags launch” These will also qualify for Echo global awards
in New York this year which is for entries across the world
● Consumer Choice award - Shoppers Stop, Alpha 1, Vastrapur wins consumer choice
award from Mall Management
● 13th ELSC Leadership Awards - Shoppers Stop wins for the 4th Year in a row at the
123th ELSC Leadership Awards for “Best in Class Supply Chain Strategy and Design”

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● Best Anchor Store Awards - Raipur store awarded as Best Anchor Store by Ambuja
City Center Mall

● Appreciation Awards - Certificate of Appreciation from Hyderabad Airport

● Best Loyalty Program Awards - Best Loyalty Program in Large Format Retai
● Company of the Year – Retail - “Company of the Year – Retail” award from CNBC in
collaboration with Chhattisgarh Government.

1.8 COMPETITORS OF SS

Lifestyle - Lifestyle is India's leading fashion destination for the latest trends. Part of Dubai
based retail and hospitality conglomerate - The Landmark Group, Lifestyle brings multiple
categories including men, women and kids’ apparel, footwear, handbags, fashion accessories
and beauty under the convenience of a single roof. Currently, Lifestyle is present across 77
stores, 44 cities and delivers to over 26000 pin codes. Lifestyle is a true omni-channel player
with its online store lifestylestores.com where customers can shop from the convenience of
their home.

Pantaloons - Pantaloons has been one of Shoppers Stop's top competitors. Pantaloons’
headquarters is in Mumbai, Maharashtra, and was founded in 1997. It forms a division of
ABFRL has been one of the most preferred large format fashion retailers in India. Pantaloons
today retails over 200 licensed and international brands, including 24 exclusive in-house
brands. The Pantaloons exclusive brand bouquet includes Rangmanch, Ajile, Honey, Akkriti,
Chalk, Annabelle, Trishaa, Alto Moda, Poppers, Chirpie Pie; besides, it also features brands
licensed on a long- term basis: Bare, Rig, SF Jeans, Byford, JM Sports and Lombard.

Westside – Westside stands a part of Trent Ltd which was established in the year 1998 as a part
of the Tata Group. Trent Ltd is present in India through about 200 outlets marketed under the
brands Westside, Zudio, Landmark and Star Bazaar. Westside is their leading fashion brand
with over 22 labels all designed in-house, across women’s wear, menswear, kids wear,
footwear, lingerie, cosmetic, perfumes, accessories and home furniture.

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Fbb - Fbb Online is one of Shoppers Stop's top rivals. Fbb Online is a private company that
was founded in Mumbai, Maharashtra in 2001. Big Bazaar is a household name that is used
synonymously with ‘Retail’ in India. The company represent the requirements of a typical
Indian home. Founded in 2001 by Kishore Biyani, the company is a retail chain that operates
under the parent organization – Future Group – which holds a significant prominence in the
Indian retail and fashion sectors.

Max Fashion - Launched in the UAE in May 2004, Max is the largest value-fashion brand in
the Middle East and caters to the mid-market segment. With over 226 stores across the Middle
East, North Africa and India, Max plans to expand its network to more markets within the
region. With stores that typically measure between 1,800 sq. m to 2,800 sq. m, the company
sells its own-label apparel for men, women and children, along with footwear and home
accessories. With a friendly shopping experience, Max delivers More Fashion More Value.

V-Mart Retail - V-Mart Retail Ltd retails readymade garments accessories etc. and is engaged
in the business of 'Value Retailing' through the chain of stores situated at various cities in India.
The company operates its retail stores under the V-Mart brand. V-Mart is one of the pioneers
in setting up stores across various small Indian towns and cities including Sultanpur Ujjain
Motihari. The company primarily operates in Tier-II and Tier-III cities with a chain of 'value
retail' departmental stores offering apparels, general merchandise and kirana catering to the
entire family. The company has established stores in Metro Tier-I Tier-II and Tier-III cities
which are primarily located as standalone stores in high-street areas and shopping hubs of such
cities.

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2.1 Methodology –

• Primary Data – Market Survey, Store visits, Competitor Analysis., Departmentwise

study.

• Secondary Data – Analyzing overall global handbags market through various articles.

2.2 Purpose of the Study-

The study was conducted as a part of the 8-week summer internship which is mandatory part
of the Master in Fashion Management program at NIFT. The main focus of this internship was
to study the Various departments of the organization and their function. The research also
provide day to day information as an intern in Shoppers Stop. The purpose the study to give
suggestion in existing vendor communication system.
This is a research project focused on Forecasting the Handbag Collections for SS23 according
to the newest trends, silhouettes, forecasted colours & various other data fromm WGSN &
other websites.

2.3 Objectives –

• To study the functions of various departments of Shoppers Stop.

• To study in-depth the Buying & Merchandising of Handbags Section in Non-Apparels

Category.

2.4 Limitations of the Study-

During the internship the time is limit to deeper dive in the organization and the company does
not share the confidential data related to revenue, strategies, etc.

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2.5 Literature Review –

The global handbag market size was USD 47.57 billion in 2020. The market is projected to
grow from USD 49.63 billion in 2021 to USD 78.46 billion in 2028 at a CAGR of 6.7% in the
2021-2028 period. The global impact of COVID-19 has been unprecedented and staggering,
with the product witnessing a negative demand shock across all regions amid the pandemic.
Based on our analysis, the global market exhibited a huge decline of -25.6% in 2020. The
sudden rise in CAGR is attributable to this market's demand and growth, returning to pre-
pandemic levels once the pandemic is over.

The product is exhibiting a gradual market expansion as people are increasingly enticed by its
stylish appeal, material quality, and elegant design. It is popularly used for enriching the looks
of the user while also acting as a useful storage unit. The thriving growth of the travel and
tourism industry, leading to an upsurge in the need for the product, is likely to fuel the product's
demand. For instance, according to the data released by the United Nations World Tourism
Organization, in 2018 international tourist arrivals witnessed a growth of 5%, reaching 1.4
billion.

The outbreak of the coronavirus has resulted in shrinking of the consumer's consumption on
luxuries such as hand bags,which has forced various brands to hike the price of their products
to compensate for their loss. For instance, according to the data issued by the Economic Times,
in June 2020, Gucci increased the price of its handbag by upto 9 percent to make up for the
sales decline due to COVID-19. Similarly, its competitors, such as Chanel and Louis Vuitton,
are also increasing the prices of the products. In addition, the implementation of social
distancing and lockdown across the globe has led to a decrease in the production of these bags,
is thus hampering the growth of the market.

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Indian Handbags Market

The women handbags market in India is estimated at Rs 2,000 crore. It is projected to grow at
about 15 per cent annually in the next five years to Rs 4,000 crore.

The key growth drivers are: increasing number of working women, their rising incomes,
increasing fashion consciousness and aspiration levels, and growing influx of foreign brands.
The Majority of the market (about 70 per cent) belongs to unbranded products, including local
or regional brands. However, going forward the growth rate of the branded segment is
estimated to be much higher (about 25 per cent) than the overall market.

With the inception of brands, Indian handbag industry has changed dramatically. From a
majorly unorganised segment, it now witnesses consumers shopping for branded high-street
labels. Many factors like increase in the number of working women; exposure through internet;
rise in personal disposal income; e-commerce platforms, delivering across the nation have
contributed to the growth of the industry. Today’s consumers are more aware about the trends
and are well exposed to them. In other words, they have accepted handbags as a lifestyle
product.

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3. Department Study

3.1 Visual Merchandising Department

The Visual Merchandising department is responsible for promoting the image, product, and
service offerings of businesses and other organizations. Oftentimes, Visual Merchandiser
creates windows and in-store displays of goods for retail shops and department stores.
Commercial awareness and an eye for trends. Strong communication and leadership skills and
flexibility.
In department stores they have an in-house Visual Shop, these three sections are usually
separate departments, though all of them are under Mr. Pawan Nagarwal, CCA and Head of
Visual Merchandising. The sections are separated but they work in conjunction with each other.
● Display Department (which do the windows and store displays)
● Sign Shop (which makes the graphics)
● Retail planning and space design
The display Department usually ensures the uniformity of displays across multiple store
locations and changes them to promote new product launches or to reflect festive or seasonal
themes. They also ensure the monitoring costs and working within the budget.
The Sign Shop is usually staffed by Graphic Artists. They seldom work on the store floor, their
main function is to create signing and advertising materials. In most stores, the signs are usually
contracted out. For bigger operations, the Sign Shop is in-house. Their main objective is to plan
the settings and make a prototype or planogram of the visual that is planned and then forwarded
for the next process.
Retail space planning is a very specialized field. They collaborate with the Sign Shop
department and create an idea for the theme. Usually, that aspect is contracted out, the in-house
staff is usually composed of only a handful of individuals. They are usually manned by
architects and space designers.

3.2 Planning Dept

● The Planning Department of Shoppers Stop overlooks the entire Planning, Buying and
Merchandising of the Brand. The department is responsible for drafting the short term
strategies, store strategies, buying plans, promotional schemes and other strategic
aspects for the company.
● The department not only looks after domestic brands but also international brands.
● The Senior Management of the company along with Shareholders first decide on the
AOP (Annual Operations Plan) for the entire company as a whole. These targets are a
single number which have not been broken down into segments.
● This plan is further carried down to the Planning Department where these targets are
divided into various segments like apparel, beauty, footwear etc where budgets are
allocated accordingly.

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● The budgets are allocated according to the sales performance of each segment.
● Once the targets are allocated to the segments, these targets are again divided into
domestic and exclusive brands. Usually 80% of the budget is allocated to domestic
brands and 20% to exclusive brands.
● The targets are again broken down into various categories like kids wear, womenswear,
menswear’s, ethnic etc. according to the historic sales performance.
● The category targets are divided into brand targets. For example, Womenswear target
as a whole is further divided into brands like Fratini, Stop, Life, Kashish, etc.
● The Open to Buy financial budgets are passed from the Planning dept to the subordinate
department of Buying.
● The Buyers typically after receiving the targets now analyses the past years trends in
terms of style, colour, sizes etc sold and their mix percentages. The allocated budget
for buying will be divided now for which category to buy.
● Simultaneously, the Buyers along with the Planners keep a track of the sales and
specially the slow moving stock. They jointly discuss any promotional scheme to be
offered on that particular stock to ensure fast movement of products.
● The Planners decide on the kind of Promotional Scheme that can be offered in terms of
maybe a percentage discount or a BOGO option or any other befitting scheme.
● Regularly monitor customer queries and give better service. Responses to the
customers’ chat, email, phone inquiries; follow-ups on product orders as well as
assistance with after-sales service issues (for example, with refunds and returns).
● PRODUCT MIX DECISION

Four important dimensions of a product mix can be identified. These are: width, length, depth, and
consistency. The first of the product mix decisions refers to the product mix width. The width is all
about the number of different product lines the company carries.

The product mix length refers to the total number of items a company carries within the product
lines. For instance, SS carries several different brands within each line. In SS’s footwear product
line, several different categories of footwear can be identified like heels, shoes, flats etc

The next one of the product mix decisions is the product mix depth. It refers to the number of
versions offered for each product in the product line. For instance, SS’s bottom wear comes in
several colours and variations.

Finally, the consistency of a product mix completes our four product mix decisions. Consistency
refers to how closely related the product lines are in terms of end use, production requirements,
distribution channels or any other way.

• SELL THROUGH REPORT

Sell-through rate measures the amount of inventory that is sold within a given period relative to the
amount of inventory received within the same period. Strictly speaking, sell-through rate estimates
how quickly a company can sell its inventory, converting it to revenue. Essentially, it is among the
most important key performance indicators (KPI) in inventory management. Most notably, it is
commonly employed in the retail industry.

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Sell through rate and inventory management -

Proper inventory management is always challenging. If a company holds a lot of inventory, it may
face problems with selling all the inventory. On the other hand, if a company lacks enough
inventory, it may not be able to cope with the demand from its customers. Thus, a company must
maintain a proper balance between its inventory and market trends to meet its customers’ demand
and minimize its inventory and storage costs.

Manufacturers often create promotions or special advertising in an effort to increase the sell-
through rate of their products at the retail level

The sell-through rate is a helpful metric that reveals how fast a company is turning over its
inventory within a certain period. It can guide the company in making any necessary adjustments
to its inventory strategy.

Generally, every company aims to maximize its sell-through rate. A high rate is an indication that
a business sells most of its inventory received in a period. Therefore, it does not need to spend a lot
of money to stock excess inventory.

Note that the sell-through rate can indicate problems with moving inventory, but it does not reveal
the causes of the problems. In addition, note that the retail industry is highly influenced by seasonal
trends. Thus, a decline in the company’s sell-through rate may be caused by a seasonal trend.

Calculation of Sell-through rate :

Sell - through Rate = No. of units sold / No. of units received x 100

(Generally, the metric is calculated on a monthly basis)

3.3 QUALITY ASSURANCE DEPARTMENT (In Textiles Category)

● Quality department’s work starts after the proto sample has been approved by the buyer.
● Once the Proto sample has been approved, Fit samples are received. Quality manager
has to check the fit measurement and provide approval for the same.
● After the fit samples have been approved, Pre production samples are sent by the
vendor. In the PP sample, QA has to check for all the details that have been mentioned
in the tech pack.
● Along with the PP sample approval GPT is also done.
● Following test are done in GPT:
a. Fabric Shrinkage test
b. Seam Strength
c. Seam Slippage
d. Bursting Strength
e. Seam Strength
f. Tensile Strength
g. Colour Fastness

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● Once the GPT and PP samples are approved, A has to resend the approved sample along
with the Green tag as the Sealed sample back to the vendor.
● Simultaneously, Size set sample are received and are inspected by QA for all the sizes.
● This Sealed sample will form the basis of the bulk production. Bulk production will
start keeping in consideration all the comments mentioned along with sealed sample.
● After the production is started, some samples are send by the vendor as pilot run
samples, QA needs to check these as per the requirement given.
● QA has to also visit the factory on request to inspect the bulk production.
● Shipment samples are then sent by the vendor and QA needs to give approval for them
as well. Here the packing also needs to be suggested and checked.
● If a sample has been rejected, it can be resent 2 to 3 times for the correction. After this
even if the sample is not up to the given requirement, QA can take the decision to drop
the style or shipment.

3.4 Marketing Department –

• Majorly Shoppers Stop wants to increase its online presence, hence majority of
marketing is done for that purpose itself.
• A budget is given to the marketing department at the start of the year with the Target
for Online Sales.
• This budget is further divided monthly according to seasons & festivals.
For.e.g. A specific budget is allotted for End Of The Seasons sale marketing, Diwalin
sale, etc.
• Instagram –
• Daily a product post is uploaded on the Shoppers Stop page. Every category is given a
specific day for posting.
• They also collaborate with Influencers for special launches or promoting brands.
• Product Carousals are shown in the sponsored section in the Instagram page.
• Facebook –
• Facebook campaigns are also followed in a similar way as in Instagram.
• But, they even upload brand specific videos & exclusive content on the Fb page.
• Traditional Marketing –
• Number of Newspapers, magazines, Billboards, etc. advertisements have decreased
recently due active to Social Media presence. These are preferred only advertise deals
on festivals, EOSS, etc.

3.5 Ecommerce Department

• Develop ecommerce sales strategy, forecast sales volumes and manage sales processes
to achieve their set goal.
● In e-com operation they do order management, store and warehouse fulfillment, Site
UI/UX and content creation.

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● Ecommerce web developers take care of a website in terms of both functionality and
performance. Making front-end and back-end alterations to your store appearance and
performance; detecting and reporting any operational issues on the website and fixing
them quickly as and when required.
● Execute google analytics, performance mark, site merchandising, review sell through
and seasonal performance and take corrective action in relation to Markdown, ASP,
category mix, size mix etc. They also analyze how well their website performs in the
search engine — rankings, site crawling and indexing, page loading speed, website
architecture, etc. i.e. basically performing search engine optimization. They need to
Suggest and actually remove any obstacles to improve web positioning in the search
engine results pages.
● There has to be a liaison with the brand, marketing team and others to align marketing
strategies.
● Setting up marketing goals, campaigns, and schedules for various product categories
across emails, web advertisements, social media, SEO, print/display ad designs, etc.
Executing the plan, including developing and updating product content to help sales of
that product
● Work closely with IT, logistics, back-office operations and warehouse to maximize
efficiencies through the system and supply chain.

3.6 Supply Chain Department

Shoppers stop uses Flexible Supply Chain Model to cater to the weekly variations in demand
of each store.
There are 4 warehouses, each in Mumbai, Bangalore, Delhi & Kolkata.
There are more than 90 stores. Eachg store can be used as warehouse whenever needed.
For e.g. If someone orders a product from Pune, it will be picked from the nearby store & not
from nearby warehouse (i.e. Mumbai)

Shoppers Stop uses different methods in the supply chain department.

1.Dropship model
2.Dark Store Model

Dropship Model
Shoppers Stop follows the dropship model in supply chain in which shoppers stop can directly
ship product from dc warehouse to customer’s Address without handling logistics and
management.

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Dark-store Model
Shoppers Stop recently started the dark-store concept in their supply chain management where
shoppers stop delivering products in one day but this concept is only for a few cities.

3.7 Product Photoshoot

● Product photography tells a story. Every detail in the frame communicates something
to the audience, and makes them feel a certain way (i.e., the light, the tonality, the point
of focus, the composition, etc.)
● Product Photography is done for the E-Commerce site of Shoppers Stop in order to list
all available products and also for the landing page. Marketing Creatives and Social
Media shoots are also done to make posters or banners regarding the upcoming festival
seasons or sales/ offers.
● The assigned person has to look after logistics and sourcing of garments given for the
shoot.
● Sometimes shoots are done at the main office or other rented places which depend on
the type of theme. Usually, 40 to 50 garments can be shot per day

● Models are decided on the basis of which products have to be shot e.g. If the product is
of kids, men’s, women’s or teenagers. The garment is shot from 5 different angles
which needs at least 10 to 15 takes for getting a perfect shot.

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● After the pictures are finalized, they are segregated by departments like, kids’
department, men’s departments, women’s western wear, women’s ethic wear,
marketing etc. and sent to the concerned people.

3.8 Buying Department: (Handbags Department)

• Buying Starts 6 months prior to the new season launch.
• Forecasting is done with the help of past sales Data (best sold silhouettes & patterns) &
WGSN articles.
• The collections are divided into 2 parts: Core Collection & Fashion Collection.
Core Collection follows almost constant base pattern or style.
Fashion Collection follows current trends which are new in the season.
• Currently the ratio of Core collection: Fashion collection is 60 : 40
This Ratio is varied according to WGSN data & past sales Data as mentioned earlier.
Balancing both is important as we need to work according to new trend but WGSN or
any other forecasting tool gives data which is applicable globally. So, for forecasting in
India, the department has to consider past sales data to understand consumer
perspective.
If WGSN has more fashion concept silhouettes then they change the ratio to 55 : 45 &
if core concepts are dominating they change it to 65 : 35 or 70 : 30.
• Now if the department require 100 different silhouettes, we prepare a collection of
almost 200 silhouettes. Then they send this collection to vendors.
• These vendors send swatches of different leathers, patters, textures & colors.
• Buyer selects the material & color and sends the order for samples to vendor.
• It takes almost 15 20 days for the formation of samples but if the vendor is from china
it can take up to 25 days.
• After analyzing these samples, they suggest changes to vendors in texture, color, trims,
etc. to make Handbags more appealing.
Then vendors again send samples with suggested changes.
• Then on a specific day all these samples are displayed in display section for Range
Presentation. This is done almost 3 months before launch of the new season.
During Range Presentation, non-apparels Department head & other senior executives
along with Buying Head oversee all silhouettes & according to their knowledge &
experience in this field they select 100-110 silhouettes.
• Now after this costing procedure starts
Vendor gives an estimated cost according to samples.
In Private Label brands company has to keep a margin of almost 70% to be profitable
even after further markdowns.
So, to maintain this we have to negotiate the cost with vendor.
• Negotiating
Firstly, buyer ask about details of product’s costing to vendor. This includes Leather
consumption cost, Stich cost, Making Charges, Finishing, profit %, etc.

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If the cost seems high, they cross-verify according to what’s the cost of particular
operations in the market.
If they find costs are compatible, negotiations are started focusing on reducing the
making charges & profit.
The negotiations are done in a polite but ‘straight to the point’ manner.
After negotiating for 2-3 products, they get an estimate of how much % can be reduced
on each product. With this estimate an excel sheet is created with the reduced cost &
sent to the vendor.
If the cost seemed compatible, the cost is fixed with the vendor & if not then some
products are discarded.
• After freezing the cost, they make a PO (Purchase Order) towards the vendor, which
includes product details, cost, date, quantity of products, etc.
• After the PO is generated it’s the vendor’s responsibility to deliver the products in
warehouses on time. They have to constantly take follow-ups to ensure the same.
• Buyer further coordinates with Merchandising team to decide the MRP & markdowns
if necessary.
• They also coordinate with VM team to take key decisions regarding the in store display
of these handbags.
• Now if there are 5-6 Fashion collections, company launches 1-2 collections per month
according to the festivals & seasons. These are categorized as HIT 1, HIT 2, etc.
• Updating RWP sheet –
This sheet consists of all the details related to the product. All
RWP sheet is basically used for put all details related to the products like; fabric, price of
products, MRP of the products, shipment date, inspection date, quantity, sample details, inward
date etc. update is fill by the buyer and buyer taken this information from the vendors.

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3.9 MERCHANDISING DEPARTMENT (Handbags)

• This Department deals with the national brands.
• Merchandising plan begins 6 months prior of the beginning of the season.
• Firstly, the team creates Buy Plan.
Buying plan is calculated according to floor space allocated to brands in the store, in
each store. On that basis no. of products required are decided.
• Then they visit the Brand’s HQ office & they showcase their new collection in Range
Presentation. Then, we select the products which we feel are best fit for Shoppers Stop.
• Points Considered while selecting:
- Core products & Fashion Products
- Price range – Products which can be sold in Tier 1 cities & those which can be sold
in Tier 2 & Tier 3 cities.
- Quality
- Color
- Past Sales of similar products or styles.
• Then we decide the quantity of products according to the Buying Plan.
• Merchandising weekly follow ups :
Brand send list for article creation. We create article list.
We then send it to the Data Entry Operator (DEO) for Style Setup. Style Setup is
something done in Jarvis.
We raise ticket on ‘MOM’. After the ticket gets closed, we convey the message to the
brand that the articles are registered.
We send Buy Plan weekly to the brand (store wise) including our sales, requirements,
etc.
Brand sends us Indent.
Then we release Purchase Order & send it to the Brand’s office.
• Brands generally negotiate on the basis of Floor space allotted to them. They all want
Floor space which is visible to majority of footfall as this will directly increase their
revenue.
• On festivals & End of the season Sale Days the merchandiser has to ensure that every
brand is providing lucrative offers.

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• There are 4 type of products in the store at any given time.

- New arrival - These are newly launched collections in recernt moresrp
- Core products – These are core concept products which are bound to be there in
every store.
- Carry Forward – As the sales of a product was high, it is decided to carry forward
stock of this product in the new season.
- RTV – The products which are not sold even after 6 months of launching are termed
as Return to Vendor. In End Of The Season Sale, heavy discounts are put on these
products.
• Software used –
SAP – Offer Creation, PO creation, Fill Report.
Winsack - Article Creation.
Jarvis – Sale Through Report, Stock cover ratio, etc..
• Type of buying -
- Outright – We purchase a fixed quantity of product from the brands at a fixed cost.
Generally the margin in this casr
- Non-Outright basis (Revenue or Return) – The merchandise is bough on the term
that if it doesn’t sold then, they can return it to the brand. Usually, the margin in
this case varies from 25% to 35%.

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4 Project 1 : -

Forecasting Handbags for SS23

Methodology –

• Primary Data – Market Survey, Store visits, Competitive Analysis, Analysing

Silhouettes from various Luxury brands & Indian Brands.

• Secondary Data – Research on current trends in Handbags, Analysis of Fashion week

Silhouettes, Trend Analysis from WGSN.

Purpose of the Study-

This is a research project focused on Forecasting the Handbag Collections for SS23 according
to the newest trends, silhouettes, forecasted colours & various other data fromm WGSN &
other websites.

Objectives –

• To study current trends in Handbags Industry.

• To forecast Handbag Collections for SS23 season.

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4.1 Theme & Mood board

The mood of the collection is depicting a balance of elegance and playfulness. The
designs are sleek, sophisticated and high-spirited, using vibrant colors like digital
lavender, turquoise, luscious red, apple mint and geometric silhouettes. Some
collections represent boldness with the help of Fashion Concepts i.e., new trends while
some represent elegance with keeping core concepts in focus.

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4.2 Color forecast for SS23

Digital Lavender is a gender-inclusive colour that is already established in the youth market, and we
expect it will broaden into all fashion product categories by 2023. Its sensorial quality makes it ideal
for self-care rituals, healing practices and wellness products, and this purple will also be key for
consumer electronics, digitised wellness, mood-boosting lighting and homewares.

Luscious Red heralds the return of stimulating and digitised bright. Red is a powerful color that can
raise the heart rate and tap into themes of desire, passion and empowerment, and this particular hue has
a lightness and translucency that also feels immersive and hyper-real, making it perfect for both physical
and digital products and experiences.

Sundial is a versatile yellow that can be used for multiple product categories. Its saturated yet earthy
quality makes it suitable for a wide range of apparel and accessories that can be worn from day to night.
Play with texture and shine to elevate or ground this tone, and use it as a singular tone or pair with
neutrals or warm seasonal bright. Organic, naturally derived colours will remain important as
consumers reconnect with the countryside. With rising interest in craft, community, sustainability and
more balanced lifestyles, earthy yellows such as Sundial will have a stronger resonance.

Tranquil Blue is a mid-level hue that connects to sustainable values, and it has a lightness and clarity
that calls to mind the elements of air and water. It represents stillness and tranquillity, which consumers
will be seeking to counterbalance overwhelming emotions.

Verdigris is a saturated colour that takes its name from the greenish pigment formed on oxidised copper.
It sits between green and blue, and signals a shift towards invigorating digitised shades. This colour is
infused with nostalgia, harking back to 1980s sportswear and outdoor apparel.

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Core Colours

Core colours are such colours which are & will be in

fashion for several years to come.

Generally, 30 – 40 % of collections are made in core

colours as Indian market demands Long lasting
Fashion

Colour Palette

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All the collections are given colours from this Cour pallet.

Inspiration Board

Inspiration is taken from various WGSN articles regarding silhouettes, colour, texture, material, etc.
For silhouettes. Furthermore, silhouettes from various Fashion weeks are also observed. Specially
silhouettes from Paris & Milan Fashion week of 2022 are taken into consideration to analyse the
ongoing trends which are popularly accepted by the people.

New launched Silhouettes of various luxury brands like Burberry, Louis Vuitton, Chanel, Gucci, Prada,
Bottega Veneta, etc are observed. Collections of various brands which launch unique silhouettes are
observed such as Cultgala, etc.

New collections of various Indian brands are analysed such as Da Milano, Aldo, Hidesign, Caprese,
Lavie, etc. to find out about the acceptability of various WGSN concepts in Indian Market.

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4.4 Collections

Purple Mamba

This collection focuses on the texture of the handbags, snakeskin texture is used to give a rough yet
significant look. Colour combination of Dark purple & red is used to give a standout look to the
collection. A tote bag, 2 different sling bags, 1 handbag, etc are suggested in this collection.

In these two collections focus is given on the external metal studs & chains which gives a more classic
look to the silhouettes. In first, the material used is PU & in second denim is used to add roughness to
the lo0ok. In first collection there are 2 mini handbags & 2 shoulder bags where as in second collection
there are 2 sling bags, 1 tote bag, 1 shoulder bags & 1 bag pack. Vibrant colours are used in the first
collection & navy blue in second.

Wild Abstract

This Collection focuses on bold abstract prints to add to the playfulness quality. Material used is PU.
There is 1 clutch, 1 mini handbag & 1 tote bag in this collection.

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Dominating Studs

In these two collections focus is given on the external metal studs & chains which gives a more classic
look to the silhouettes. In first, the material used is PU & in second denim is used to add roughness to
the lo0ok. In first collection there are 2 mini handbags & 2 shoulder bags where as in second collection
there are 2 sling bags, 1 tote bag, 1 shoulder bags & 1 bag pack. Vibrant colours are used in the first
collection & navy blue in second.

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Supersized Florals

In these two collections, focus is given on Floral prints. It gives a more elegant look. In first collection,
various different prints & silhouettes are included. In second one similar prints are used on silhouettes
with focus on apple mint colour. These collections give a classic vibe on their own embracing the
elegance perspective.

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Pacman

This collection is inspired by the collections of Versace & Fendi, digital or metaverse inspired print is
introduced with the help of vibrant colours. Here we can see a balance between Elegance &
playfulness.

Ornamented Elegance

This is a proper elegant core collection focusing on the superimposed logo on the handbag & studded
chain. We have taken inspiration from the Valentino Brand. This collection is included as a core
collection with Black & White Colour Silhouettes. Material used is

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Whimsical Geometry

This collection depicts the elegance & playfulness theme in a more complete manner. Symmetric
Geometric shapes are used as inspiration for silhouettes. Colour blocking is done using vibrant
dominant colours like Navy Blue & Neon. PU material is used. 2 handbags & 1 mini bag is included in
the collection.

Effervescent Chains

In this collection, focus is given on supersized heavy chains. Some of them are made of metals & some
from fabric. Enthusiastic colours like Red, lavender, etc are used. PU is used as base material for the
collection.

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Colour Block

In this collection vibrant but playful colours like baby pink, digital lavender, apple mint, etc are used
in a colour block fashion. This depicts high spirited mood. PU is prominent material used in this
collection. This collection consists of mini handbags & a tote bag

Kiddult

This collection is inspired from WGSN theme ‘Kiddult’ which targets the nostalgic feeling we get about
our childhood toys & collections. Unique designs are introduced on the surface of silhouettes with
vibrant colours like Pink, purple, etc.

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In this collection, we have focused on different type of handles. These handles make the the product
look more elegant & standout. PU is used for manufacturing these silhouettes.

Simple Quilted

This collection brings a different perspective of elegance with use of core colours. Quilted structure is
as texture with PU as base material. This gives a more ingenious look. 1 handbag, 1 laptop bag, 1
shoulder bag & 1 tote bag is presented.

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Weaves of life

In this collection handbags made from woven textile materials are showcased. PU is used on handles
or for border lining. This collection looks decorous & elegant.

Tranquill Bead

This is the newest trend of 2022 wherein beads are used in different ways to make handbags or slings.
No other material is used other than beads. Beads are combined in various ways to give different kind
of structure. Colour variation is done to give it a more exuberant look.

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5 Mini- Project : -

Suggesting Ideas to Increase Revenue of Handbags Department

Methodology –

• Primary Data – Market Survey, Store visits, Competitive Analysis,

• Secondary Data – Research on techniques followed by various brands of Handbags &

major retailers to increase the revenue.

Purpose of the Study-

This is a research project focused on suggesting practical suggestions for increasing the
revenue of the handbags department by analysing competitors, conducting market
surveys, analysing strategies followed by different handbags brands to increase its
revenue.
Objectives –

• To perform competitor analysis & general market survey in handbags Category.

• To give suggestions for increasing the revenue of the Handbags Department.

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5.1 Existing 4Ps of Handbags department of Shoppers Stop

In product there are Tote bags, Clutches, Slings, Laptop bags, etc. There are more than 20
multinational brands in the shoppers stop & various Indian Origin brands. There are also 1
private label brand under the name of Elliza Donatein.

There are more than 90 stores across 30+ cities. Shoppers stop has improved its online
presence, especially in handbags category.

Pricing – According to the type of product & brand price varies. Private Label Brand’s varies
from Rs 699 to Rs 2999.

Current promotions -

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• Different offers (viz. Buy1Get 1, Buy 2 get 30% off, Purchase 4999 worth of
merchandise from brand & get Rs 1000/- off.) Offers varies according to brands,
season, etc.

• Sometimes handbags are kept on mannequins according to outfit this also attracts
customer interest in this section.

• On the shoppers stop main page space there is a special space for handbags wherein we
show current offers on top brands. There is also a section of ‘Current Hot Deals’ on
which Handbags category appears 1-2 times a week.

• On Instagram page once in a 15 days a post is dedicated to handbags

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5.2 Suggestions -

Collaborating with Fashion Bloggers

• Collaborating with Fashion Influencers on Instagram &

Youtube, especially those who post informative videos on their
feed.

• We can showcase Shoppers Stop as a one stop destination for

Handbag shopping.

• We can ask them to introduce our private label brand as

premium quality brand following current trends with affordable
pricing.

Video Content on social media Page

• Product manufacturing video. (Of different brands)

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• Personality Trait-Showcase the personality of a woman who fondly carries Elliza Donatein.
(for e.g Marlboro Add)

Cross selling offers

• We can suggest national brands to introduce cross selling offers. (for e.g Allen Solly)

• Collaborating with Private label brands in other categories.

• For e.g. We can collaborate with Kashish in festive season & display an offer such as. Buy
2999/- worth of merchandise from both the brands combined & get additional 20% off.

Dedicated Sales Person for Elliza Donatein

• Will help to improve our Brand Image.

• He/she will highlight key characteristics of our products.

• Can persuade customers to buy last season’s products because of offers, hence leading to less
Deadstock.

Space for Highlighting Collections

In Department Standout Display

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Learnings –
• Learned about the functioning of departments of Shoppers Stop
• Learned indepth about buying & merchandising functions in Non-Apparel category.
• Learned how to analyze trends & past sales data to forecast collections for next season.
• Learned costing & negotiation while dealing with vendors.
• Learned how to develop RWP sheet in Buying Deartment.
• Learned about Sale through, GOLY (Growth over Last Year), CWC (Current Week
Cover), etc.
• Got to know about Range Presentation & factors which are considered while selecting
the silhouettes.
• Learned about various ways in which we can increase the revenue of Handbags
Department.
•

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References –

https://texilist.com/coloro-wgsn-colors-ss23/

https://www.eliane.com/blog/wgsn-e-coloro-divulgam-quais-cores-estarao-em-alta-em-2023?lang=en

https://www.grandviewresearch.com/industry-analysis/handbag-market

https://fashionunited.com/news/fashion/why-is-the-luxury-handbag-market-
increasing/2022042847318

https://www.indexbox.io/blog/global-handbag-market/

https://www.artmarketresearch.com/wp-
content/uploads/2020/06/AMR_LUXURY_HANDBAG_REPORT_2020_LITE-
[email protected]

https://www.harpersbazaar.com/fashion/trends/g38636079/bag-trends-thatll-be-everywhere-in-2022/

https://www.womanandhome.com/fashion/handbag-trends-2022/

https://www.byrdie.com/summer-handbag-trends-2022-5224242

https://swirlster.ndtv.com/style/major-handbag-trends-of-2021-we-simply-can-t-get-enough-of-
2362515

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