The Concept - Shop the Look

An exclusive boutique store in

the Bollywood Capital of India

Group 4
 Assortment Planning

Categories SKUs
01 Clothing, Bags, shoes, accesso
ries & make up
02 The sizes available would be
small (2 pieces), medium(2 pie
ces), large(2 pieces) and extra
large(1 piece)

Sections Store Objective

03 The Party Look, the Airport Look,
the Gym Look, the beach look, th
04 Hedonic benefits

e Casual Evening look , Brunch l

ook , the work chic look & the Tr
aditional look
 Store Size,Layout & Design
• Store Size:1500 square feet
• Store Format:Boutique
• Store Layout:Freeform Layout
• Store Design :
Facade
Left side:Two mannequins sho
wing 2 looks of Kriti Sanon
Background:Vinyl back holder
containing a collage of Kriti we
aring different outfits.
Right side:Real time posts of
#KritiSanonFashion #Curren
tInspiration
 Category location decision

• Podium
• Party look:
o 3 meter, 4 feet 2 way browser
o One piece-50 notches, Hoodie
• Airport/ Gym/ Brunch
• Traditional look:
o Short kurtis- 4 ft 4-way brows
er
o Long kurtis- Linear wall
o 3 feet shelves- Leggings
• Makeup booth
 Billing and centre of store
• Bags/ shoes / accessorie
s are placed near the cou
nter-impulse purchases.
• Magazines
• Belts- arranged in 4 colu
mns and 1 row.
• The bags will be arrange
d in 5 shelves. Smallest b
ag to Biggest bag (top to
bottom)
• Dark shades of bag will b
e in the second last shelf.
• The last shelf will contain
old stock.
 Design
Colors and patterns Arrangement
• Each metre wall- 2 step ar
01 • Clothes- Dark to light (left to
right) -winter season.
02 ms
• Each step arm- 2 options
• Jeans-interlock folding
• Ripped jeans will be kept
open for display.

Other
High, eye, Y level 04 features
03 •
•
High MRP- Frontal
Eye level- Debar- display 3
•
•
Flooring
Lighting
styles • Scent
• Tops at Y level- T arms • Walls
• Purse/ Bag along with clothes • Music
at high level
• Eye level- Heels/ Footwear
along with clothes
 In Store Innovations

Instagram Facade The Fashion Table

Store Location & Catchment Area analysis
Store location-Metro and Tier 1 cities
(Cities like Delhi, Mumbai, Bangalore
, and Kolkata)
Stores in both Lokhandwala
& Linking Road (Bandra) are
high on fashion quotient, exp 06
erimental and higher priced.
Boutiques are enjoyed.
Infinity mall also houses PVR cinemas
which invites great footfall
Taking example of Mumbai- Aim of covering
around 3-4 Km area of target in places like
Bandra and Lokhandwala
01 02
Taking Bandra as an example,
03 our desired location would be
as shown
Parking-available at Infinity mall Lokh
05 04 andwala, both in and around it
Parking in Bandra will have to be off
Linking Road
Store Location & Catchment Area analysis

Household Density Affluence Levels

Major Roads, railwa Competitor

ys and Infra project Locations
Store Location & Catchment Area analysis
Criteria Value
Store Type Inside mall at prime locatio
Place and Population n
Average rent Adjacency Residency

Bandra 9,17,319 Building Type Standalone

Parking Underground + Ground lev
INR 25,00,000 el
Accessibility Little congested branch fro
m main road
Lokhandwala 10,97,347
Visibility Average
INR 10,00,000 Catchment Affluent High/mid affluent
Catchment Density High
Competition Major competitors in 4 Km

Rent High
Position & Go-to-market strategy
Target group
Demographics:
o Age-> 18-35 years
o Gender-> Female/ Male
o Income-> Affluent
Lifestyle and interest
Fashion Enthusiast, experiment
al, Bollywood followers & highly
active on social media
Personality: Outgoing, Indepen
dent, Expressive & fun
Usage: Frequent shoppers
Positioning
Highly Fashion forward and prem
ium store for audiences who are
not only looking for fast fashion
but also curated looks
Digital
Main aim- Increasing brand awareness and creati
ng high retail brand entry voice in the city
•You Tube Video Campaign with 4 to 5 video ads
centered around ‘Kriti Sanon’s various looks – s
hop now ’
•Facebook Posts echoing the true stories about c
ommon people looking like celebrities
•Instagram stories inviting influencers, showcasin
g the various aspects of the store (#ShoptheLook)
Offline
Main aim- Promotions to reach to Fashion Enthusi
ast with the message Shop the Look of your favorit
e celebrity’ & #CurrentInspiration
• Newspaper Ads with focus on fashion section
• Banners in the city
• Ads in monthly fashion magazines
• Ads in Cinema halls
Thank you