Merchandise Mix

Assignment - II
Retail Management 4/5/2013

Submission By Arif Ismail 11013548 A24

Introduction to Merchandise Mix The merchandise mix is the breadth and depth of the products carried by retailers It is also known as the product assortment It includes the competing brands within a category

Merchandising Mix of Showoff Brands: Showoff is a multibranded store. Brands included at showoff are AT.Clubwear, Andz Designer, AC Urban Gear, Numb, Agamic and a group of In-House Designers Volume: Showoff has a large volume of clothes. Upto 10,000 items of clothing can be found in the store at any point of time Range: Showoff has a large variety of clothes with upto 30 different categories within each product group Target Audience: The product groups it caters to is Mens, Womens and Kids wear Target Age Group: The products are catered to the age groups of 2 to 14 yrs (Kids) and 15 to 40 yrs (Adults) Sizes: Sizes offered at the stores range from S to 4XL Pricing Strategy: Showoff has a good and competitive pricing strategy with the target market being the middle income group Fabrics: Showoff uses a large variety of Fabrics to satisfy the wide range of products at the stores. Fabrics used includes cotton, lycra, wool, satin, denim etc

Product Assortment Product Breadth Product breadth includes Mens, Womens and Kids Category

11%

37%
Men

Women

Kids

52%

Product Depth Mens T-shirts, Shirts, Jackets, Sports Wear, Jeans, Trousers, Cargo Pants, Shorts and Accessorie

4%
8%

5%

7%

28%

12%

9%

6%

21%

T-shirts Shirts Jackets Sports Wear Jeans Trousers Cargos Shorts Accessories

Womens Casual Wear, Formal Wear, Club Wear, Sports Wear, Ethnic Wear and Accessories

17%

33%

7% 8%
14% 21%

Casual Wear Formal Wear Club Wear Sports Wear Ethnic Wear

Kids Tops, T-shirts, Shirts, Jackets, Sweaters, Jeans, Trousers, Dresses, Skirts, Cargos and Party Wear

7% 11%

2% 6%

25%

Casual Wear Tshirts Jackets

Tops Shirts Sweaters Trousers Skirts Party Wear

8% 4% 6% 7% 3% 10% 11%

Jeans Dresses Cargos

Men's Wear Categories T-shirts, Shirts, Jackets, Sports Wear, Jeans, Trousers, Cargos, Pants, Shorts and Accessories

Designs per Category T-shirts - Round Neck, V-Neck, Designer Neck, Collared T-Shirts, Sweat T-Shirts, Sleeveless T-Shirts Shirts - Casual Wear, Formal & Office Wear, Party & Club Wear Jackets - Winter Jackets, Waterproof Jackets, Designer Jackets and Formal Blazers Sports Wear Nylon and Cotton Tracks Jeans Skinny fit, Bootcut, Regular and Loose fit Trousers Cotton Chinos, Wrinkle Free, Italian Fit and Corduroy Cargos Available in all sizes Shorts Regular and 3/4th in Cotton and waterproof material Accessories Belts, Ties, Scarves, Shoes and Sandals

Brands Brands available are AT.Clubwear, Andz Designer, AC Urban Gear, and a group of InHouse Designers Fabrics per Design Colours The various shades of red, orange, yellow, green, blue, white and black Cotton, Nylon, Denim, Knits, Wool, Linen, Acrylic, Spandex and Lycra

Price Range Sizes Sizes range Small to 4 x Extra Large (S-4XL) Prices range from Rs. 350 to Rs. 1800

Womens Wear Categories Casual wear, Formal wear, Office wear, Club wear, Sports wear, Ethnic wear, Accessories

Designs Brands Brands available are Andz Designer, Numb, Agamic and a group of In-House Designers. Casual wear - T-shirts, Shirts, Jackets, Sweaters, Waistcoats, Jeans, Capris, Cargos, Dungarees, Shorts, Skirts and Dresses Formal wear & Office Wear - Shirts, Formal Blazers, Pants and Evening wear dresses Club Wear - Trendy tops, Skirts, Hot Shorts, Party Dresses Sports Wear - Sweat T-shirts, Jackets, Track Pants and Shorts Ethnic Wear - Formal kurtas, Casual Kurtas Accessories - Belts, Stoles and Bags

Fabrics per design Cotton, Denim, Knits, Wool, Satin, Linen, Acrylic and Lycra

Colours Shades of Red, Blue, Orange, Purple, White, Black, Yellow and Pink

Price Range Sizes Sizes range from S 4XL Prices range Rs.200 to Rs.1400

Kids Wear Categories Kids wear categories include Boys and Girls

Designs Girls - Tops, Shirts, Jackets, Sweaters, Waistcoats, Baloon Tops, Skirts (long & short), Party Dresses, Frocks, Denim Skirts, Jeans, Pants & Cotton Pants, Cargos & Dungarees, Capris, Shorts and Matching Sets Boys - T-Shirts, Shirts, Sweaters, Jackets, Rain Jackets, Waistcoats, Jeans, Trousers, Cargo Pants

Brands Brands available for the Kids section are Numb and Agamic

Fabrics Fabrics used include Cotton, Lycra, Denim and Wool

Colours Various shades of pink, light blue, white, yellow, bright green, orange and neon colours

Price Range Sizes Sizes range from S to 2XL Prices range from Rs.200 to Rs.800

Bibliography Primary Research Showoff Stores karol bagh Mr Rahul Owner of Showoff