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1. Merchandise assortment and merchandise policy of FABINDIA <ul><li>S UBMITTED BY: </li></ul><ul><li>DIKSHA KHANNA…
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  • 1. Merchandise assortment and merchandise policy of FABINDIA <ul><li>S UBMITTED BY: </li></ul><ul><li>DIKSHA KHANNA </li></ul><ul><li>RASHMI NANDAL </li></ul><ul><li>SHIKHA KANDHARI </li></ul><ul><li>NIFT,BANGALORE MASTER OF FASHION MANAGEMENT </li></ul>
  • 2. HISTORY OF FABINDIA <ul><li>Bissell established FabIndia in 1960 in order to fuse the best aspects of East/West collaboration. </li></ul><ul><li>By the early eighties, they started producing garments made from hand woven and hand block printed fabrics. </li></ul>
  • 3. Contd. <ul><li>Started as an export house has today become a successful retail business. </li></ul><ul><li>Today they have retail outlets in all major cities of India - 97 at last count - in addition to international stores in Dubai, UAE; 3 stores in Bahrain; Doha, State of Qatar and Rome, Italy. </li></ul>
  • 4. WHOLESALE EXPORTS <ul><li>Fabindia exports to over 34 countries worldwide, to wholesalers as well as retailers. </li></ul><ul><li>Products include home linens as well as garments. Exports are done on the basis of standard Terms and Conditions. </li></ul><ul><li>A special collection is developed for exports twice a year, which is showcased at the Indian Handicrafts and Gifts Fair, New Delhi in Spring and Autumn. </li></ul>
  • 5. RETAIL <ul><li>Fabindia was awarded “Best Retail Brand” in 2004 by The Economic Times of India. In 2004, Fabindia was featured as part of a CNBC special TV report on India . </li></ul>
  • 6. OBJECTIVES <ul><li>Fabindia was founded with the strong belief that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain rural employment. </li></ul><ul><li>They blended indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to today’s consumers . </li></ul><ul><li>Their endeavor is to provide customers with hand crafted products which help support and encourage Good craftsmanship. </li></ul>
  • 7. PRODUCTS AND PRODUCT MIX <ul><li>The products of Fabindia in the initial years consisted of only upholstery fabrics for export to overseas markets. Then in the early part of 1980s readymade garments were added to its product line and in 2004 organic products were added. </li></ul><ul><li>In 2006 body care products were introduced. Thus, the product mix of Fabindia could be divided into three broad groups, namely Garments, Home Products and Organics. </li></ul>
  • 8. PRICE RANGE <ul><li>PRODUCTS </li></ul><ul><li>GARMENTS AND JEWELLARY </li></ul><ul><li>The collection, priced between Rs.100 and Rs.8,000, comprises ethnic jewellery in silver, beads, thread, wood, bell metal (brass and copper), clay, ceramic, leather and glass . </li></ul><ul><li>The collection - of traditional as well as contemporary jewellery, is available in three designs, Anusuya, the classical range; Ananya, the unusual and contemporary designs; and Amna, the trendy and casual range. </li></ul>
  • 9. Home products: <ul><li>The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a selection of handcrafted utility items . </li></ul><ul><li>Home furnishings – bed, bath, table and kitchen linen , upholstery fabric, curtains, floor coverings and a range of non textile products like furniture, lights, lamps and stationery. </li></ul><ul><li>for upholstery starting from 100 Rs per meter to 450 Rs per meter. </li></ul>
  • 10. Organics: <ul><li>Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs. </li></ul><ul><li>Price range for organics varies from product to product and quantity. </li></ul><ul><li>Fabindia has launched organic food products after due certification as per the standards set by the International Federation of Organic Agriculture (IFOAM) and the National Programme for Organic Production (NPOP). </li></ul>
  • 11. Assortment Planning at FabIndia Stores <ul><li>Each FabIndia Store has its own Buying Plan according to Inventory, past sales and Budget Given. </li></ul><ul><li>Each Store is given a Wallet based on the budget that is planned by Marketing People and Finance People at the Headquarters. </li></ul><ul><li>The survey done at Kormangla store has buying plan as follows:- </li></ul><ul><li>They are given a wallet for each month. </li></ul><ul><li>Buying is done after each week after checking the inventory for replenishing the stock. </li></ul><ul><li>Each Garment style has a code called style no. and to replenish that style the style no. and quantity is fed into their systems. </li></ul>
  • 12. Contd. <ul><li>Then the Stock is replenished from the warehouse of FabIndia headquartered in Delhi to the respective stores. </li></ul><ul><li>The warehouse at Delhi orders the quantity to its suppliers who sends them the finished goods. </li></ul><ul><li>The FabIndia warehouse has its suppliers in Delhi , Jaipur, Bikaner and Bhuj </li></ul><ul><li>FabIndia offers 2 types of Apparel Category with Different price Range. </li></ul><ul><li>Premium Apparel Category – It includes Silk, Cotton Chanderi and Party Wear. It forms 20% of buying. </li></ul><ul><li>Core Apparel Category – It includes Printed and Woven Cotton. It forms 80% of buying. </li></ul>
  • 13. MERCHANDISING POLICY <ul><li>Exhibitions play a crucial role in promoting the new products launched by fabindia in different seasons. </li></ul><ul><li>They use advertising in the form of print media, mobile networking and posters and hoardings </li></ul><ul><li>Fabindia promoted its products, mostly through posters, word of mouth and events. </li></ul><ul><li>The youth leaders who patronized Fabindia garments were like brand ambassadors for Fabindia. </li></ul><ul><li>The news reports also to a certain extent worked as advertisement for Fabindia. </li></ul><ul><li>Managers regularly go for field visits to explore new possibilities. </li></ul><ul><li>The ‘mystery shopper’ technique is used to keep a watch on operations in stores. </li></ul><ul><li>Their main motif is to promote the art of rural India in the fast moving fashion industry. </li></ul>
  • 14. PRODUCT LINES OF FABINDIA <ul><li>FABINDIA is offering multiple product lines. They are catering to Women, Men as well as Kid’s segment in apparels and has products in Furniture, Organic Food, Body care, Accessories, Upholstery etc. They have 18 product lines. The Product lines offered by FABINDIA are as follows:- </li></ul>
  • 15. PRODUCT LINES OF FABINDIA WOMEN’S WEAR MEN’S WEAR KID’S WEAR FURNITURE BODY CARE ORGANIC FOOD UPHOLESTRY BATH LINEN HOME LINEN HOME ACCESSORIES COSTUME JEWELLERY WOMEN’S JUTE CHAPPALS MEN’S JUTE CHAPPALS KID’S JUTE CHAPPALS BAGS CUTLERY STATIONARY TABLE LINEN
  • 16. <ul><li>Each product line has length which include categories demarcated to suit consumer’s needs. </li></ul><ul><li>In women’s wear the product line length includes </li></ul><ul><li>Sarees Rs 700 – Rs 4000 </li></ul><ul><li>Kurtas Rs 400 – Rs 2000 </li></ul><ul><li>Churidars Rs 400 – Rs 1200 </li></ul><ul><li>Pants Rs 400 – Rs 1200 </li></ul><ul><li>Tops Rs 200 – Rs 500 </li></ul><ul><li>Tunics Rs 400 – Rs 1200 </li></ul><ul><li>Kaftans Rs 400 – Rs 1200 </li></ul><ul><li>Maternity Wear Rs 400 – Rs 1200 </li></ul>PRODUCT LINE LENGTH OF FABINDIA
  • 17. PRODUCT LINE LENGTH OF FABINDIA <ul><li>2) In men’s wear the product line length includes </li></ul><ul><li>Long Kurtas (Rs 400 – 1500) </li></ul><ul><li>Short kurtas (Rs 400 – 1500) </li></ul><ul><li>Churidars (Rs 300- Rs 800) </li></ul><ul><li>Bush Shirts (Rs 400 – 700) </li></ul><ul><li>Fitted shirts (Rs 400 – 700) </li></ul><ul><li>Ties (Rs 100 – 300) </li></ul><ul><li>Pants with drawstrings </li></ul><ul><li>Trousers </li></ul><ul><li>Nehru Jackets (Rs 400- Rs 1000) </li></ul>
  • 18. PRODUCT LINE LENGTH OF FABINDIA <ul><li>3) In Kid’s Wear the product line length includes products for Infants, Girls and Boys (Rs 200-Rs 1000) </li></ul><ul><li>Frocks </li></ul><ul><li>Dhotis for boys </li></ul><ul><li>Shorts for Boys </li></ul><ul><li>Churidars Pajamas </li></ul><ul><li>4) In Costume Jewelry the product line length includes (Rs 500- Rs 8000) </li></ul><ul><li>Bracelets </li></ul><ul><li>Neckpieces </li></ul><ul><li>Rings </li></ul><ul><li>Ear Rings </li></ul>
  • 19. PRODUCT LINE LENGTH OF FABINDIA <ul><li>5) In Bags the product line length includes </li></ul><ul><li>(Rs 500- Rs 2000) </li></ul><ul><li>Hand Bags </li></ul><ul><li>Luggage Bags </li></ul><ul><li>6) In Body Care the product line length includes </li></ul><ul><li>(Rs 100-Rs 1000) </li></ul><ul><li>Face Packs </li></ul><ul><li>Face Creams </li></ul><ul><li>Soaps </li></ul><ul><li>Hair Shampoos </li></ul><ul><li>Hair Conditioners </li></ul><ul><li>Hair Oils </li></ul><ul><li>Body Scrubs </li></ul><ul><li>Skin care products </li></ul>
  • 20. PRODUCT LINE LENGTH OF FABINDIA <ul><li>7) In Home Linen the product line length includes </li></ul><ul><li>Quilts (Rs 1500 – Rs 2000) </li></ul><ul><li>Bed sheets (Rs 400 –Rs 1500) </li></ul><ul><li>Pillow covers (Rs 100 – Rs 400) </li></ul><ul><li>Bolster covers </li></ul><ul><li>8) In Organic Food the product line length includes </li></ul><ul><li>Concentrates </li></ul><ul><li>Pickles </li></ul><ul><li>Flour </li></ul><ul><li>Pasta </li></ul><ul><li>Spices </li></ul><ul><li>Dry Fruits </li></ul><ul><li>Rice </li></ul>
  • 21. PRODUCT LINE LENGTH OF FABINDIA <ul><li>9) In Home Accessories the product line length includes ( </li></ul><ul><li>Rs 100-Rs 1500) </li></ul><ul><li>Lamp shades </li></ul><ul><li>Candles </li></ul><ul><li>Vases </li></ul><ul><li>Wooden Vases </li></ul><ul><li>Ceramic Vases </li></ul><ul><li>Metal Vases </li></ul><ul><li>Handmade Paper Photo Frames </li></ul><ul><li>10) In Upholstery the product line length includes </li></ul><ul><li>Curtains (Rs 500 – Rs 1500) </li></ul><ul><li>Durries </li></ul>
  • 22. PRODUCT LINE LENGTH OF FABINDIA <ul><li>11) In Bath Linen the product line length includes </li></ul><ul><li>(Rs 200-Rs 1200) </li></ul><ul><li>Bath Robes </li></ul><ul><li>Towels </li></ul><ul><li>12) In Cutlery the product line length includes </li></ul><ul><li>(Rs 200-Rs 2000) </li></ul><ul><li>Bowls </li></ul><ul><li>Spoons </li></ul><ul><li>Cups </li></ul><ul><li>Plates </li></ul><ul><li>13) In Furniture the product line length includes </li></ul><ul><li>(Rs 1500-Rs 15000) </li></ul><ul><li>Chairs </li></ul><ul><li>Tables </li></ul>
  • 23. PRODUCT LINE LENGTH OF FABINDIA <ul><li>14) In Stationary the product line length includes </li></ul><ul><li>Handmade Paper Files </li></ul><ul><li>Handmade Paper Pads </li></ul><ul><li>15) In Table Linen the product line length includes </li></ul><ul><li>Table cover (Rs 300 – Rs 1600) </li></ul><ul><li>Table napkins (Rs 100 – Rs 300) </li></ul><ul><li>Map and napkin sets (Rs 600- Rs 800) </li></ul><ul><li>Table runners (Rs 300 – Rs 1200) </li></ul>
  • 24. The Percentage of Business extracted from Apparel and Home in FabIndia is as Follows:- 20% Home Accessories + Organic Food 80% Garment + Jewelry Percentage of Business Segment
  • 25. The Percentage of Business extracted from Women, kid’s and Men’s in Garment Product Line in FabIndia is as Follows:- 25% Kid’s Wear 30% Men’s Wear 45% Women’ Wear Percentage of Business Category
  • 26. PRODUCT LINE DEPTH OF FABINDIA <ul><li>Each product line length has a depth which include items in different sizes and many number of Styles. The Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases. </li></ul><ul><li>  </li></ul><ul><li>1) In women’s wear the product line Depth includes </li></ul><ul><li>  </li></ul><ul><li>Sarees </li></ul><ul><li>  </li></ul><ul><li>1)Chanderi Sarees </li></ul><ul><li>2) Silk Sarees </li></ul><ul><li>a)Printed Silk Sarees </li></ul><ul><li>b)Woven Silk Sarees  </li></ul>
  • 27. PRODUCT LINE DEPTH OF FABINDIA <ul><li>3)Kantha Sarees </li></ul><ul><li>4)Cotton Sarees </li></ul><ul><li>a) Printed Cotton Sarees </li></ul><ul><li>b) Woven Cotton Sarees </li></ul><ul><li>  </li></ul><ul><ul><li>Kurtas </li></ul></ul><ul><li>  </li></ul><ul><li>Mini Full Sleeves- S,M,L,XL,XXL </li></ul><ul><li>Mini Half Sleeves- S,M,L,XL,XXL </li></ul><ul><li>Mini Sleeveless- S,M,L,XL,XXL </li></ul><ul><li>Short Full Sleeves- S,M,L,XL,XXL </li></ul><ul><li>Short Half Sleeves- S,M,L,XL,XXL </li></ul><ul><li>Medium Full sleeves – S,M,L,XL,XXL </li></ul><ul><li>Medium Half Sleeves - S,M,L,XL,XXL </li></ul><ul><li>Long Full sleeves - S,M,L,XL,XXL </li></ul>
  • 28. PRODUCT LINE DEPTH OF FABINDIA <ul><li>3.Churidars - S,M,L,XL,XXL </li></ul><ul><li>  4.Pants - S,M,L,XL,XXL </li></ul><ul><li>  5.Shorts- S,M,L,XL,XXL </li></ul><ul><li>  6.Tunics </li></ul><ul><li>1) Small tunics- S,M,L,XL,XXL </li></ul><ul><li>2) Long tunics - S,M,L,XL,XXL </li></ul><ul><li>  7.Kaftans- S,M,L,XL,XXL </li></ul><ul><li>  8.Maternity Wear- S,M,L,XL </li></ul><ul><li>2) In men’s wear the product line Depth includes </li></ul>
  • 29. PRODUCT LINE DEPTH OF FABINDIA <ul><li>Men’ Size Chart </li></ul><ul><li>1. Long Kurtas- Cotton – 36-46 </li></ul><ul><li>Long Kurtas- Silks – 36-46 </li></ul><ul><li>  2. Short kurtas – Cotton – 36-46 </li></ul><ul><li>Short kurtas – Silks – 36-46 </li></ul>SIZE 36 38 40 42 44 46 SHOULDER 18 19 20 21 22 23 CHEST 36 38 40 42 44 46 WAIST 30 32 34 36 38 40 HIP 37 39 41 43 45 47
  • 30. PRODUCT LINE DEPTH OF FABINDIA <ul><li>3.Churidars </li></ul><ul><li>4.Bush Shirts – Short Sleeves - 36-46 </li></ul><ul><li>Bush Shirts – Long Sleeves - 36-46 </li></ul><ul><li>  </li></ul><ul><li>5.Fitted shirts – Short Sleeves – 36-46 </li></ul><ul><li>Fitted shirts – Long Sleeves – 36-46 </li></ul><ul><li>  </li></ul><ul><li>6.Ties </li></ul><ul><li>7.Pants with drawstrings – 36-46 </li></ul><ul><li>8.Trousers -36-46 </li></ul><ul><li>9.Nehru Jackets-36-46 </li></ul>
  • 31. PRODUCT LINE DEPTH OF FABINDIA <ul><li>In Kid’s Wear the product line Depth includes products for Infants, Girls and Boys </li></ul><ul><li>Boys Measurement Chart in Inches </li></ul>AGE 2-3 3-4 4-6 6-8 8-10 10-12 SHOULDER 10 10.5 11.5 12.5 13.5 14.5 CHEST 21 22 24 16 28 30 WAIST 20 21 22 23.5 25 26.5 HIP 22 23 24 26.5 29 30.5
  • 32. PRODUCT LINE DEPTH OF FABINDIA <ul><li>Girls Measurement Chart in Inches </li></ul><ul><ul><li>1. Frocks – 0-3 yrs,3-6 mnths,6-1 yr,1yr-2 yrs </li></ul></ul><ul><ul><li>2. Dhotis for boys – 2 -12 yrs </li></ul></ul><ul><ul><li>3. Sorts for Boys -2 -12 yrs </li></ul></ul><ul><ul><li>4. Churidars Pajamas - 2 -12 yrs </li></ul></ul>AGE 2-3 3-4 4-6 6-8 8-10 SHOULDER 9.5 10 11 11.5 12 CHEST 21 22 23.5 23.5 27.5 WAIST 20 21 22 23 24 HIP 22 23 24.5 26.5 29
  • 33. PRODUCT LINE DEPTH OF FABINDIA <ul><li>3) In Costume Jewelry the product line Depth includes </li></ul><ul><li>a)Bracelets – The Styles and Color varies from season </li></ul><ul><li>b)Neckpieces – The Styles and Color
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