MADE BY:

GROUP NO. 13
ANAND AGARWAL (02)
KRISHNA CHOWDHARY (12)
RITISH ADHIKARI (01)
ANNIRUDDH BHADRA (07)

LIFESTYLE INTERNATIONAL PVT. LIMITED

OVERVIEW:
Lifestyle International (P) Ltd. started it operations in India in the year 1999. It is a part of the Dubai based
retail and hospitality conglomerate Landmark Group and comprises Lifestyle stores (Large format
Departmental stores), Home Centre (Home Improvement stores) and Max (Value fashion chain) along
with International fashion apparel brand Bossini.

HISTORY:
Lifestyle started its journey in India with the launch of its first Lifestyle store in Chennai in 1999.
Positioned as a trendy, youthful and vibrant store, Lifestyle offers consumers the latest in fashion and
lifestyle in an enjoyable shopping experience. Each Lifestyle brings together multiple concepts under one
roof Apparel, Footwear, Childrens Wear, Beauty & Accessories offering a convenient one-stop and a
choice of leading national & international brands. Present across major metros in India, Lifestyle is rapidly
expanding its footprint across the country. Currently there are 44 Lifestyle stores across Ahmedabad,
Bangalore, Chandigarh, Chennai, Coimbatore, Calicut, Delhi, Gurgaon, Jalandhar, Jammu, Kanpur,
Kolkata, Hyderabad, Jaipur, Surat, Mangalore, Mohali, Noida, Vijayawada, Mumbai, Nagpur, Ludhiana,
Ghaziabad, Bhopal, Kolkata, Thane, and Pune.
In keeping with the tradition of making every shopping experience even more rewarding and memorable,
Lifestyle introduced membership to the most privileged shopping circle in the country Landmark
Rewards. As a privileged member, every shopper gets to enjoy exclusive benefits and privileges such as
reward points.
Lifestyle International Pvt Ltd today offers a truly international shopping experience, a fact borne by
numerous accolades:

Top 10 Best Companies To Work For In India: 2015 Great Place To Work Institute
No. 1 Best Company In Large Organizations (10,000+ Employees) 2015 Great Place To Work
Institute
No 1. Company To Work For In Retail Sector In India By Great Places To Work Institute And RAI
For Two Consecutive Years 2015 & 2014
Lifestyle International Pvt Ltd Recognized As The 21st Best Place To Work For In Asia In The
'Best Workplaces: 500+ Employees' Category By Great Place To Work
Lifestyle Receives Most Admired Fashion Retail Destination Of The Year At The Images Fashion
Awards For Five Consecutive Years 2015, 2014, 2013, 2012 & 2011
Lifestyle International Pvt. Ltd. Recognized As 42nd Best Workplace In The Country And 2nd Best
Company To Work For In The Retail Sector In India By Great Place To Work Institute Survey 2013
Lifestyle International Pvt. Ltd. Recognized For Best HR Strategy In Line With Business At 4th
Asias Best Employer Brand Awards 2013
Images Most Admired Beauty Products Retailer Of The Year: Department Store Chain At Images
Beauty & Wellness Awards 2013

PHILOSOPHY:
Lifestyle International Private Limited (Lifestyle or Company)
believes in a philosophy of adopting sustainable business
practices which are beneficial to the various stakeholders
including the society. Through its corporate values, Lifestyle
constantly endeavors to actively contribute to the social and
economic development of the communities in which it
operates.

Statement of Purpose
Creating exceptional value for all lives we
touch

Core Values
Passion for Excellence
Integrity in everything we do
Empowering people to strive and
deliver
Adapting to changing market and
consumer needs

PRODUCT OFFERING:
Lifestyle offers a wide range of options for kids wear in its stores. Melange, bossini, kappa, kidsville and
smiley world are own brands of Lifestyle while others are belonging to other major fashion brands. A
general category wise breakup of product offerings is as follows:

lifestyle

kids wear

boys wear

girls wear

womens
wear

mens wear

accessories

homeware
and
furnishings

footwear
and
handbags

kids
footwear

boys wear

girls wear

jeans
jeans

bottom
bottom wear
wear

tshirts
tshirts

frocks
and dresses
frocks and
dresses

shirts
shirts

denims
denims

shorts
shorts

shorts
shorts

trousers
trousers

shrugs
and jackets
shrugs and
jackets

jackets
jackets

skirts
skirts
sweatshirts
sweatshirts
tops
and tees
tees
tops and

MARKET ANALYSIS:
Kids wear Market in India:
The Indian apparel market is expected to grow at a CAGR of 9%, from USD 41 billion in 2014 to USD 102
billion in 2023. In 2014, kids wear, at USD 8.3 billion, alone contributed 20% of Indias apparel market,
but given its higher growth rate, this share is expected to increase to 22% by 2023.

Boys wear and Girls wear:

The kids wear market is somewhat skewed towards boys wear which by itself is a USD 4.3 billion
market, as compared to the USD 4.0 billion-worth girls wear market. But lately, the spending on girl
child is increasing.

Growth Drivers of Kids wear Market:

Changes in the family system

Increased spending on children
Growing brand awareness among kids
Greater focus on the kids wear market by organized players
Nuclear family with double income parents spend extra on their children as they become brand
conscious
Organized retailers attract consumers through the right product assortment, better visual
merchandising, and focused advertising and promotional strategies.

MM AA RR KK EE TT CC HH AA RR AA TT CC EE RR IISS IITT IICC SS

UNBRANDED
UNBRANDED
MEDIUM,
MEDIUM, ECONOMY,
ECONOMY,
LOW
LOW END
END

UNORGANISED
FORMATS
UNORGANISED FORMATS

LOW
LIFE SPAN
LOW AVG.
AVG. LIFE
SPAN

PREMIUM
PREMIUM &
& SUPER
SUPER
PREMIUM
PREMIUM

BRAND
CONCIOUSNESS
BRAND CONCIOUSNESS
INCREASES
INCREASES
DESIGNERS
DESIGNERS AND
AND
RETAILERS HAVE
HAVE BEGUN
RETAILERS
BEGUN
TO
CATER THE
THE DEMAND
DEMAND
TO CATER

Key Trends:

Attention is being shifting towards ethnic wear rather than just western wear.
Brands and retailer previously catering only to adults have extended their product lines to
include children and are attempting to transform themselves as a complete family shopping
destination. In this respect, even international brands have begun offering childrens apparel.
The school uniforms market is demonstrating healthy growth with a rise in the number of
schools and a decline in drop-out rates. In high-end schools, the increasing competition and the
desire to look smart has amplified brand consciousness among students. Further, many schools
see uniforms as an extension of their overall image and ensure that the uniform reflects the
image associated with the school. The market now sees different school uniforms depending on
the season, occasion, class, etc.
Even the online retailers have started foraying into children wear. Online fashion stores offer
the unmatched ease of shopping using user-friendly interfaces, wider product assortments,
shorter delivery cycles and lucrative options like cash-on-delivery in order to attract consumers
to their portals.

COMPETITIVE ANALYSIS:
PARAMETERS

SHOPPERS STOP

LIFESTYLE

WESTSIDE

POSITIONING

Excellent shopping
experience

trendy, youthful and

vibrant brand

Style and Affordability

FORMAT TYPE

Multibrand (brands and

private labels)

Multibrand (brands and

private labels)

Exclusive Tata Trent

Group (only private
labels)

PITCH

Shopping experience

Latest Fashion

Affordable style

TARGET CUSTOMER

Affluent consumers in SEC A

and B.

Affluent consumers in
SEC A and B.

Affluent consumers in
SEC A and B.

TARGET SEGMENT AND CUSTOMER BASE:

The kids apparel market in India is expected to reach a whopping Rs 80,000 crore by 2015, up from the
current level of Rs 38,000 crore, according to a recent study by the Associated Chambers of Commerce
and Industry of India (ASSOCHAM). The segment, as per the ASSOCHAM study is growing at a CAGR of
20 per cent.
Interestingly, the study says that mothers are now spending enormous amounts on clothing for their
children as they believe that the way a kid is dressed is often a reflection of the parents sense of style.
Hence Lifestyle focusses on the affluent SEC A and SEC B type mothers usually between the ages 25-40
yrs. Lifestyle targets the mothers through a lot of in-store promotions and attractive display of the kids
wear merchandise. The idea behind in store promotions is to attract the mothers towards shopping for
their kids as well while they are shopping for themselves.
There is no dedicated customer base as such for baby shop at lifestyle. This is because most brands that
are available at lifestyle are available elsewhere as well. We saw few customers trying the own brands
but when we talked to them about the brands they wear, they mentioned the established names only over
the lifestyle own brands. The reason behind this particular type of customer behavior is that the offerings
in own brands are almost similar to the other brands. Hence the customers prefer to buy a known brands
instead of the own private labels of lifestyle. Otherwise is no major difference in quality or fabric. However
the private labels are priced slightly lower than the other brands.

Another segment that is recording impressive growth is the

school uniforms market. This is owing to a rise in the number of
schools and a decline in drop-out rates. In high-end schools, the
MERCHANDISE
LINE: BACK
TO
SCHOOL
increasing competition
and
the
desire to look smart has amplified
brand consciousness among students.

NEED
GAP:many schools see uniforms as an extension of their
Further,
institutions image and ensure that the uniform reflects the image
associated with the school. The market now sees different school
uniforms depending on the season, occasion, class, etc.
-AMIT GUGNANI & KANTI PRAKASH BRAHMA
http://www.indiaretailing.com/7/1/83/12853/Kidswear-Market-in-

On the basis of secondary research and store visits we can say that a huge need gap exists in the kids
wear segment when it comes to apparels for school going kids. The merchandise available is very flashy
and gaudy. The comfort factor is low and pricing is also high.
Our idea is to launch a kids wear line which can be worn by kids in the age of 3-10 yrs. of age on a
daily basis. The fashion quotient of this merchandise line needs to be toned down a little in comparison
to the existing product lines and functionality quotient needs to be increased.
Kids nowadays stay in school for at least 4-5 hours. They are involved in various activities in school like
painting, coloring, making models and crafts. This requires the fabrics to be easily washable, strong
and colors to belong lasting.
There are schools which have completely removed the uniform norms for students up to a certain age
but still they follow a certain dress code. This provides an opportunity to launch kids apparels in
simple and sober designs and pattern which can be worn to school every day.

INSPIRATION:
The back to school line of clothing for kids is inspired by the childhood nostalgia and school
memories. School forms an integral part of the childhood and the school uniform is a cherished
possession. This collection tries to break free from the traditional and mundane style of school wear. It
is different from the regular kids wear merchandise in the way that it is not very flashy on colors and
style. At the same time this particular product line is high on functionality and comfort. The fabric
used for most of the products is 100% cotton or soft denim.
The entire idea is to create a daily wear product line which is loved by the kids and serves as an
alternative to the school uniform.

MERCHANDISE LINE DETAILS

NAME OF THE COLLECTION: BACK TO SCHOOL
LAUNCH PERIOD: AUTUMN WINTER 2015

BRAND NAME: BOSSINI

RETAILER: LIFESTYLE INTERNATIONAL PVT. LTD.
COUNTRY OF LAUNCH: INDIA
REGIONS: NORTH, EAST, WEST, SOUTH
CITY WISE REGION BREAKUP:

NEW DELHI
CHANDIGARH
GURGAON
NOIDA

NORTH

CENTRAL &
BHOPAL
EAST
NAGPUR
KOLKATA

AHMEDABAD
MUMBAI
SURAT
PUNE

WEST

SOUTH

BANGALORE
CHENNAI
HYDERABABD

CATEGORY WISE BREAKUP OF MERCHANDISE LINE:

BACK
BACK TO
TO
SCHOOL
SCHOOL
COLLECTION
COLLECTION

BOYS
BOYS

SHIRTS
SHIRTS

TSHIRTS
TSHIRTS

GIRLS
GIRLS

DENIMS
DENIMS

SHORTS
SHORTS &&
SUSPENDERS
SUSPENDERS

TSHIRTS
TSHIRTS

SHIRTS
SHIRTS

SKIRTS
SKIRTS

SUSPENDERS
SUSPENDERS

A further detailed merchandise range plan description and sku allotment is given in the subsequent
tables.