Fashion and Apparel Retail Brand

ZOD

Club Scene gets hotter, Product-Clubwear, price-premium, FQ-Hi Fashion, by zodiac- MD Salman Noorani- 200 retail points, Target-20-35 year old from SEC A, and A+, Could be living in any of the top 12 cities, any of the three leading characters of 'Dil Chahta Hai'.

ZODIAC

A global name in power shirts, product- Formal, price-Premium, FQ-Classic, EBO-80, MBO-2000, LFS-63. 1954-started business, mostly in neckwear, Target Group- Urban Male: SEc A, 25 to 35 years.

EXCALIBUR

mid priced formal wear, brand positioning-This brand prefer to link itself with the idea of being lucky for the user and hence the preposition: Wear an excalubur, and you never know. Target group segment: 25-32 years, Top 40 cities, Mid level corporate executives

INDIAN TERRAIN

A sensory experience, By celebrity Fashions- HQ: Chennai as Rs. 150 cr. Industry, 6 EBO and 250 stores.

JOHN PLAYERS

Mass appeal, by ITC, 1500 MBOs

LACOSTE

Legendary Life style, Rene Lacoste entered the legend of tennis when he and his team mates, stole the Davis cup away from Americans, for the first time in 1927. He was called "The Alligator"- therefore the crocodile logo. 1933: logo embroidered T-shirt Manufactured.

SHAPES

product excellence

WEEKENDER

RElaxed clothing, wear your attitude, relaxed price, 1987-Introduced CADs for youth, 1992-brand weekender kids, 2002- tie up with toon world. Headwear, jeanswear, partywear, sportswear.

WILLS LIFESTYLE

complete fashion wardrobe "Enjoying the change"

WOODLAND

Aiming Value added Offerings- 1992- 60 EBO, 2500 dealers.

BURRBERRY

- Quality Plaids, (Red camel Black and white checks) Invented gaberdine, 1856- IN London

Thomas Burbery

- has its trade mark check- known for trench coat, 2006- Taj Mumbai

CANALI

Distinctive Clothing- Impeccably tailored garments. 1934-Italy- produce suits and trousers, famous for Canali Jakets
DAKS

Royal finish, Reetika Mehia Dalal, Forbes Gokak+ Daks, 5EBOs, 1 DS, 1 MBO

ESPRIT

Class Appeal, Manjula Tiwari-Brand Head Espirit, 1968- San Fancisco By Dong and Susic
Tomkins, India- 3 stores and one shop-in-store- brought by Madura Garments

GANT

The Preppy Look, 1949, Ranges- Gant New Haven: Classics, Ruggers- Casuals, Worldwide- Mens womens Kids+ Accessories, 2000 sq. feet, 2-level shop in Mumbai,

GUESS

- A lifestyle Brand, 1981- Began as a Jeans company, Jeans 13 stores (including S-in-S).

HUGO-BOSS

- Constant Innovation, Brands- Hugo, Boss, Baldessarini, Boss Black- Men and Women, Business wear, casual sportswear, Boss Selection- Luxurious men's collection, Boss Orange- Casual- unusual Fabric, bold colors, Boss Green- Fashion Conscious sportsman, Hugo- Men and women, Baldersarini- Exclusive for men, Boss- 3 shops

MANGO

Juicy Clothes, Suresh Bhatia, Roma Manjerakar, 1984- Barcelona- creates a fashion concept, MNG suit, casual, sportswear, Mng Jeans, 3- EBO in M, ND, Bangalore.

Fashion and Apparel Brands- Continued-2

PARK AVENUE
Complete Premium Men's Lifestyle Brand, Shreyas Joshi, Product- Formal Menswear, Positioning-Premium, FQ- Global and Contemporary, 1985-launched, 6 ebo, 523 MBO, The Raymond Shop-322, Target- 25-40 males, SEC A, SEC B, Well placed, sure of themselves, attire-consciously hold their personolity. Product- Easy Stretch Collection:unique stretch Jeans, Heritage Wear:Traditional Men's Design, Bamboo Collection:Natural Bamboo fibre.

PARX
Urban Softwear, Shreyas Joshi, Product- casual, Price-Premium, FQ-Trendy, EBO-2 MBO-450 Raymong Shop 300, Launched in 1999 "Catchup with Life"- Urban Male > 25, AB Segment, Aggressive, outgoing. Product Portfolio- Proline League 06- ACtive/Sporty Collection, EL dorado-Street wear, Route 83 Gas Station- Work Wear.

PROVOGUE
Fast Fashion Forward. Nikhil Chaturvedi. Product-Menswear, Price-Premium, FQ-High Fashion, 1999-Acme Clothing Pvt. Ltd. "The provogue product is premium, high fashion and distinct"- Unique brand appaeal, only Wills Lifestyle comes the closest. Unveiled "Rang de Basanti " collection.

REEBOK
Ignites a passion for Winning. Product-sportswear, Positioning- Premium, FQ- Stylish and Functional, EBO-132, MBO-2500, S-in-S:204. 1895- JW Foster created first specialist running shoes in the north of England by Stitching together a pair of running shoes with spikes in them. His grandson, Joseph and Jeffrey Foster named the company after an African gazelle. 3.8 b$, operations in 40 countries, brand presence-70 countries, Headquarter- Canton, Massachuetts- USA. Brands-Reebok, Rockport, CCM, KOHO, JOFA, Greg Norman- Footwear, Apparel Equipments. footwear- Polo Ralph Lauren. Reebok in India- 1996 Market Leader 47%, Footwear contributing 55%, apparel 45%. Cricket: signed up RD, Yuvraj, Kaif, Harbhajan, Dhoni, Irfan, Parthiv.

RUFF
Transforms 'performer' to 'achiever', product-kidswear, position- premium, FQ-Trendsetter, 1980-DS Corporation:Patca Brothers, EBO-14, MBO-350, LFS- Major cities, Ruff Baby- 1-3 years, Ruff Kids- 4-16 years, SEC A+ and SEC B+, Product portfolios- PortR, Racers Club, Sailors Club, Ski Club.

PEPE JEANS
Chic Streetwear, country head- Chetan Shah, product- denim and Casual, price- premium, FQ- very stylish, EBO-50, MBO-1500, Chain-60. Established by three London Based NRI bros Arun, Nitin and Millind Shah in Oct. 1973 in London. 1989- Launched in India "great style at affordable price". Target- It belives that there are no target groups, only mentality groups. Young at heart/independent, self confident, urban, fashion conscious. Product Portfolio- Ranch Collection, Denim Junkie and Corduroy. "first brand to launch its collection season after season"

PETER ENGLAND
Contemporary and Affordable, R Satyajit- brand Head, 1889- Striand Road Londondeeury. 1997- Brand of Madura Garments, Product-formal, Price- pOpular, FQ-Basic, Turnover- 100cr/annum, "honest shirt", Target-25 -40 males, SECA And B, Regular men next door, a breed that is smart and successful without being unapproachable. Peter England- Innerwear

PROLINE
Repositioned Casual and Leisure Wear, cM- Rajesh Batra, Product- casual, price- mid price, FQ- Basic, ebo-20, mbo-400, LFS- select cities, launched in 1983, Repositioned its brand from a sportswear brand to a casual and leisure wear brand.

RUPA
'big' inner story, product-innerwear, price- mid to upper mid, FQ- basic, Wholesalers-750, retailers-80000, PR Agarwala, 1968- Binod Hosiery, 1985- Christened as Rupa & Co. Frontline-Vests, Macroman-Briefs, Softling- women, Bumchum- Casual wear,Thermocat- thermal wear.

SCHULLERS
High Product iNnovation, Product-Casual, Price-Premium, FQ-Innerwear, ebo-15, mbo-150, LFS- Major, 1999- Indus league Clothing

SF JEANS
Ajay Ramachandran, Product-Denim, Price-Premium, FQ- Radically Different, SF Jeans- Madura GArments, a div. of Indian Rayon, Target -Sec A college going boys and girls.

SPYKAR JEANS
18 till I Die, Product-denim, Prasad Prabhakar, Price-Premium, FQ-Bold and Trendy, ebo-23,mbo-350, LFS- all major, 1992-Span Apparels Pvt. Ltd., Positioned as 'value for money', target- 16-18

TRIGGER
aspiring passion for lifeproduct- denim, price-pop to upper mid, FQ-Basic with a touch of fashion , ebo-6, mbo-1500. First brand in jeans - "No Questions asked, Money back guarantee" and 'six months performance warranty". 1932- 600 Cr. KG group of Companies, 1992- KG Denim, 1995- Launched Trigger. "Trigger my Passion "

TRIUMPH
The largest lingerie Company in the world, Thorsten Allenstein GM (INDIA), 150 Cr, 120 years in business, 2002- Triumph India, Product- Women's innerwear, Price-Premium, FQ- Innovating fashion- visual merchandising, Target-aims at budding teenager, urban fashion conscious youth and mature women.

TURTLE
Business with a mission, Product- men's wear, Positioning- Affordable Premium, FQ- Contemporary Styling, ebo-10, mob-450, LFS-Major, Sanjay Jhunjhunwala, 1992- Kolkata, Caters to Upwardly mobile youth.

UNITED COLORS OF BENETTON
"We are the world", Product-knitwear and sportswear, Price-premium, FQ- Unique, 1965- Established by Benetton Family in Italy. ebo-100, turnover 2b Euros, 120 countries, Labels UCB, Killer Loop, Sisley. 1992- Came to India with JV with DCM, Theme song "we are the world"

VANHEUSEN
Intelligent Clothing1881-Moses Phillips and His wife Endel began sewing shirts by hand, 1917- VAn Heusen started by John Mannin Van Heusen and Seymour Phillips, 1919- Paten granted for VH collar, 1990- Launched in India, Collections- Cocktails and Inferno, Product-Men's, Price-Premium, FQ- Innovating fashion , Target customer-Universe-Men 20-55, Businessmen/corporate- monthly income > 35000, Labels OXYRICH,AZZURO, the best Blue Blazer, Cool Pants- A/C trousers, turnover-190 cr.

VIP
Consumer calls the shorts Product- innerwear, Price- men's premium, FQ- Basic, distributors 650, Retail points -2 lakh, Sunil J Pathane-mexwell industries, 1971- started operations, Caters to mostly A and B class consumer. Four SBU, Core and Popular- distribution, Feelings, Leader and Socks- wholesae, ViP Frenchie- has become a Generic Name

W
Women's World, Product- Indo western women's wear, Price-mass premium, FQ- trendy, ebo-30,mbo-39, Owned by TCNS Clothing Co.Pvt. Ltd., Promoted by OS Pasricha, mostly into Salwar Kameez

WRANGLER
True Blue brand, Product- denim, price-premium, FQ- cutting edge international fashion, 1904- CC Hudson on east cost of US, 1947- Wrangler brand formed, owned by VF corporation. 2000- relaunched by ARvind Brands, AFL- Arvind Fashions Limited. Broken Twill Denim is a trademark of wrangler fabric, John Abraham-brand Ambessador. First - "W" stitch pocket- the Two Ws on the both back pockets.

Fashion and Apparel Retail Brands- Continued

JOCKEY
Comfort Rides. Product- INnerwear, Price-premium, FQ- Functionality emphasised. History- 1876- Founded by Reverend Samuel Cooper. 1934- Invented, Briefs-provided much needed musculine support. 1990- World's first seamless underwear with waistband, 1995- Page Apparel Manu. Pvt. Ltd. (Bangalore) - Licensees of Jockey International. Brand Philosophy- "Worlds Best Comfort company". communication strategy- international imagery and Comfort plank. 12 EBO, 10000 retail outlets

KILLER
Born to lead. Product- denim, Price-Premium, FQ- Radically different, K-lounge stores-EBO -29, Brand History-1981-Keval Kiran Clothing, 1989-'killer' introduced. Target-16-25 yr. Segment, Ad-strategy- international and youthful, ie.why-introduced revealingly low jeans.- first to introduce 'worn out' concept in India.

KOUTONS
Revolutionary Retail Model. Product-menswear, Price- Mid to upper mid, affordable, FQ-
Contemporary, EBOs-185. 1991- Charlie Creations started. Company has a 'trendy and casual image' rather than strong 'formal'image. 'contemporary'

LEE
Century Old Brand gets Younger. Product- denim, Price- Premium, FQ- Fashionable. EBO-60, MBO-450. History 1889- HD LEE founded HD Lee Mercantile Co.in Salin Kamas. Arvind Fashions- Launched Lee in 1995. Brand Positioning- Lee is positioned as young, fashionable, cool, charismatic, Urban with a long haritage, but always relevant and never 'out of fashion'. Target- young, 18-28, Urban M/F, exposed to current global trends.

LEE COOPER.
Spunky and ZestFul. Harprtap Singh. Product- Denim, Price- Premium, FQ- Fashionable and Innovative. 1908-Morriss Cooper sets up M Cooper Overall Ltd. in London. 1994- Indian Clothing- under licensing. 1999-Indian LC Introduced Reverso, a reversible jeans. Target-18-22, Secondary 22-35, Sec A, B. Focus on Lifestyle.Range- Life is Fun, Safari, Romantic, Roots, New Order. EBO-20, MBO-400, LFS-All.

LEVI's
- Clothiers to the World. ( Shumone Jaya Chatterjee, K. Venkataramani). EBO-55, MBO-468, CS-56. Product-Denim, Price- Premium to non-premium. FQ- Iconic, 1850- Levi strauss, San Francisco, 1995- To India (LS Pvt. Ltd. ) Product- Classic 501, Red Loop, REd Tab Jeans. Promotion- Urban (15-29), Road Shows, Rock shows etc. 'Iam what Im Garment'. The number 501 is an arbitrary lot number, assigned to jeans. A typical pair or Levis 501 uses 1.3 yards of denim, 213 yards of thread, 5 buttons, 5 rivets and 1 red tab. LS & co. first jeans were made shrink and Fit. In the early days gold miners just put on their new jeans, submerged themselves in a water trough and left them to dry.

LOUIS PHILLIPE
- Crest of Success. (Vishak Kumar). Product- Luxury Formals, Price- Premium to Super Premium, FQ - Elegant and Classic. EBO-24, MBO-200, LFS- All Major. Brand History- 1989- Draws inspiration from earl of King louis Phillipe of France- Owned by Madura Garments. - Designs are inspired by latest trends and France and Italy. 'the best formal shirts' 'permapress shirts'Target- Consumer having storng purchasing power and wish to dress differently. New Campaign "The Mind Map"- Also offers Made-to-Measure suits.

LOVABLE
- Sheer Comfort and Elegantly Feminine- Product- Women's innerwear, Price-Premium, FQ- Trendy, MBO-100(bras), 2500(Panties), Chain stores-8. 1996- Incorporated in India - Mexwell Group- collaboration with USA. Realising Indian women's affinity for cotton- Lovable launched Cotton Essentials. Target- Young, youthful,active, 18-35 years of age. Product Portfolio- Rebelle, Activec and Passion, Tease- a T-Shirt Bra.

MONTECARLO
. JL Oswal. Product- Winter and Summer Knits, Price- Premium, FQ- Trendsetter, EBO-10, MBO-550, Chain- All. 1949-Oswal Wollen Mills, Ludhiana, Established. other brands- Canterbury. 1984-lauched Monte Carlo. Target- Middle upper middle class People. Tagline- "Its the way you make me feel". Cosmopolitan, happy, dynamic, loving, passionate.

NEWPORT.
Style at Value for Money. Product- Denim, Price- Popular, mass, FQ-Basic with a Touch of Style. 1994- Arvind Brands Introduced as "good Jeans for Less" Target-18-25 Males Metros/mini metros- looking for value for money, Uses celebrity for its campaign-Now "Saif Ali"- Campaign "Saif ka style Funda"1200 MBO

NIKE
Athlete's Delight. Product- sportswear, Price-Premium to Super Premium, FQ- Designing Functionality, 1971- University of Oregon track Coach Named Bill Bowerman-poured rubber into its wife's waffle iron. Head Quarters- Oregon, Beaverton. Retail- Niketown, NIKEgoddess store- women

NUMERO-UNO
youth, narender singh, denim, premium, FQ- Young Fashion, EBO-10, MBO-600 Sin S 72, LF- all, 1987- Hi- Fashion Clothing Co. Product- T-shirts, Polo Pique

Fashion and Apparel Retail Brands

Adidas
Mantra-Impossible is nothing
Headquarters-Herzogenaurach, Germany, Brand Positioning-Forever sports, no athlete left behind,Founder- Ali Dassler, Core Product Segement- Sportswear,Price Positioning- Premium,Fashion Quotient- Functionality Emphasised, Surprise Factor- Favourable FDI policy in retailing, Target Group- Core- Young Indians M/F, Age 14-24, SecA, pop culture, tech savvy, switched on cynical, constantly interested in 'what's cool', Secondary- Sec A, Age 24 and above, M/F- for all those who love sports, Product Portfolio- Adidas 1.1 shoe, 22 yards cricket shoe, '+ teamgeist'- official ball for FIFA cup. - In 1979- "The Copa Mundial'- the world's best selling soccar shoe ever launched. Brand custodian- Andreas Gellner, MD adidas Indian Mktg. Pvt. Ltd. First to introduct 'Friday Dressing'

Allen Solly
Mantra- Redefining Workwear (friday dressing),Price positioning- premium, Fashion Quotint- Basic with a touch of fashion, EBO-82, MBO-40, Chain Stores-30, S-in-S-240, Brand History- 1744- Allen Solly, barnd of wiliam Hollins and co. 1993- launched in India by Madura Garments, Brand Positioning- Relaxed formal wear for the unconditioned Mind.Target Group- Sec A, Male- 25-35, Allen Solly- Women's Wear, Solly inside- for men, "rave', 'vibe', 'fusion', 'funk', 'techno', Lounge wear- Latitude, Longitude, Brand Head- Vishal Mirchandani, Design Head- Anindya Rey

ARROW
Mantra- Perfect Precision, Product- formal, price positioning- premium, fashion Q- Fashionable basic, History- 1851- A Div.of Cluett Peabody & co. INc USA, 1993- Arvind, Firsts- Button-down collar, Back and Box Pleat at the back, seven different collar styles, 16-18 spi.Brand Positioning- Arrow taught india what an absolute dress shirt is all about, collar, cuff, arm length, introduced exclusive store concept

Blackberry
Mantra- Sharp Fashion
Product- Men's wear. Price- Premium, fashion Q- Basic with an accent of style.History- 1991- Mohan clothing Pvt. Ltd, Headquarters- Gurgoan ND, Brand Positioning- one of the largest premier trouser brand, Target customers- Young ambitious, Urban men9 24-45), yuppy- well educated, family loving- foucssed on achieving more success, Firsts- 1999- wrinkle free trousers.
Cambridge
Mantra- Shirt that wears your pocket. product-menswear formal, price-popular, economy, fashion-basic, ebo-10, Mbo-100. Brand Philosophy-'keeping pace with the changing world of fashion with a price point that anyone can afford and quality that is uncompromising'.Target Gp- entry level managers, first job seekers.

Colorplus
Mantra-foremost in superior casuals, Product-smart casuals,price-premium to superpremium. FQ-fashionable basics. Brand History-subsidiary of Raymond Limited.Product portfolios-shirts, trousers, t-shirts, jackets, Undergarments,Outlets-150, First to use linen, prewashed shirts and trousers, wrinklefree, gold ball wash, use pima cotton.

Crocodile
Mantra-tough guys dress easy,Product-mens wear, Price-Popular midpriced, FQ-basic, EBO-51,MBO-2500, Large format stores-15, founded by Dr. Tan Hian Tsin in 1947, HQ- Hongkong, 1998-JV with Shivaram Associate Ltd.- the largest textile marketing network in the country. Brand Positioning- tough rugged cool, Target group- upper middle class customers, 30+ (senior executives, professionals, businessmen, Sec-A1, Youth-20-30, BPO workforce.) $2.6b value.

Dockers
Dress to live
product- casual wear, price-premium to super premium, FQ- Fashionable Basic, Brand History-1853-Bavarian Immigrant Levi Strauss, 1906- LS and Co Introduced Khaki's wear concept. 2000- Launched in India. Positioning- stylish, optimistic, fun, genuine, spontaneous "worlds most comfortable khakis", "dress to live" .Network- 30 ebo, 25 chain stores, 100 mbos.target group

DUKE
No. 1 Popular T-shirt brand
Product- Knits and Jackets, Price-Popular, FQ- Contemporary Basic, History- four decades ago in Ludihana-1966- Komal K. Jain

FLYING MACHINE
A silver Jublee Year
Product-Denim, Price- Upper mid-segment, FQ- Contemporary but not oulandish. History-1980-launched, Oldest Indian Jeans Brand. Retail Channels- strong MBO player-65% MBO, 25% Own Factory Outlets (Megamarts), Target Profile- YOuth-25-30, Product Inoovation: strong design team led by Priyanka Sarkar

FREE LOOK
Feel good look good
Product- Urban wear for man, women and kids, price-premium, FQ-Basic with twist, EBO-10, MBO-150, Brand History-1983-started as kidwear brand. Target-Men 25-45, UPPY, IT, CEO, Women-25,40, fashion conscious, Children-2-14,loud and vociferous

GINI & JOHNY
25 years as Indian Favourite Kid's lifestyle brand.
Product- complete kidswear apparel and Accessories, Price-premium. FQ- fashionable trendsetting, EBO-23,MBO-250, Chain-38 Brand Histroy- Founded in 1980, target 2-14 years. Appointed as licensee of Levistraruss to design, develop and market Levis Sykes Kidswear. Joined hands with Pantaloon Retail India Limited (PRIL) to promote a chain of kids store across country.

GIVO
True Italian Fit
Product- formal suits, price-premium, FQ- contemporary styling. Brand History- Givo Limited set up in collaboration with Marzotto SPA of Italy. Brand Positioning- true Italian Fit, 110 MBO, Targets high profile customers.

INDIGO NATION
The Icon for the youth
Founded in April 1999 as 'Indus League Clothing'- Now part of pantaloon. Product-formal, Price-premium, FQ-Its different. EBO-20, MBO-220. Brand Philosophy-youngmen should'nt dress like an old man. Target customer-25-30, Live in metros, BPO- High Disposable Income. Contra Formal Segment- A formal wear for men <30 years of age

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Case Studies for GD in MFM, NIFT

I am describing some of the case studies that may be asked in a group discussion in MFM, for NIFT

1. XYZ is an Indian exporter. His exports are going down. He knows that the reason may be appreciation of Rupee, competition from Bangladesh or China or some other factor. How can he cope up with the situation.

2. XYZ is an Indian exporter. He wants to launch his own apparel brand in the mid-higher segment of the market. He has two options, one to go with multibrand outlets like Shopper's Stop and other is to go for his own exclusive outlet. Which one do you suggest.

3. XYZ is a fashion designer. He wants to enter into the apparel retail market. Should he start manufacturing private labels for MBOs like Shopper's Stop or should he launch his or her own brand in the market ? What do you suggest.

4. Today we see that all the advertisement for fashion / designer wear has the same theme: beautiful/handsome models dressed up in same scenic routine. Can you think of some innovative ways of promoting the brand.

5.In this era, where organised retail is coming up in a big way in India, is there any future for the small store.

6. In a country like India, where price and discounts play such a major role in building a brand, how can a luxury brand like Louis Vitton build its marketing strategy.

7. In this era of cut-throat competition in apparel brands, it is very difficult to differentiate one brand from the other on the basis of merchandise alone. Can you suggest some strategies so that customer will be able to have a unique positioning for a particular brand.

8. Should Indian designers stick with the theme of Indianness or they should venture out with other themes, which will be more fruitful and effective ?

9. How an ordinary apparel retailer can counter a strategy adopted by discounters.

10. In India can we say that there exists a 'fashion sense', which is very much evident in western countries. Can you suggest some indicators for that 'fashion-sense'

11. Who is more important in an apparel retail organisation- designer or marketer ?

12 What is better for an apparel retail brand in terms of opening a store: to open a small store in a high rental area (obviously with higher footfalls and sales) or to open a big store in a less important location.

Commonly Asked Questions about NIFT's MFM Course

Commonly Asked Questions about NIFT MFM course
This is the question asked by one of the prospective candidate of NIFT, MFM programme. I am reproducing questions and answers verbatim.
Question
as i told u i have been shortlisted for gdpi M.FTech(fashion management)first of all i want to know what do they ask in psychometric test ,is it tough or easy is any special prapartion required 4 it & in interview do they ask academics or general ques . & what is its scope,growth oppourtinities,pay scale,job kis type ki hoti hai,& is there much difference between fashion management & mba with specialisation in marketing p.Plz reply soon koi ques miss mat kariyega & i have my gdpi on 20&21 so plz reply as soon as possible

My Answer

Psychometric Test

1. The main aim of psychometric test is to judge the consistency in your statements - integrity- as they call it. So just be yourself and be consistent in giving your answers. The best way is to be honest. Becasue the questions are too many in too short a time, so anymade up answer will be caught at a later stage, as they normally reframe questions/answers.

Type of Interview and prepartion Required
2. In interviews they will ask about your academics, what prompts you into taking this course, what do you know about garments, retail industry etc. Especially they will ask about some of the brands coming up at your place, your favourite designer and questions of such type. All the questions will be perfunctory and no in depth study is required.you will do well to have a look at my fashion blog http://myfashionnotes.blogspot.com/

for a general knowledge and current status of apparel retail industry, you can have a look at
http://www.retailangle.com/
If you enjoy criticizing what a person is wearing, have a look at the blog
http://gofugyourself.typepad.com/

I hope that will prepare you for the interviews.
Scope of MFM Course
3. Scope of This course which is renamed as Master of FashionManagement is very wide, it will take you from the business of apparel and garments ( as merchandisers, buyers, brand managers, supply chain managers) , software analyst for retail to gems, jewellery, mobile phones,watches and even social networking websites. So you have plenty of
options to choose from.

Growth Opportunities

4. Growth opportunities are immense, just be in the industry and see yourself as a country head for a brand within 7-10 years ( Equivalent to President for a country)

Payscale
5. You will start from a payscale of around 35000 in hand per month( gross will be around 5 lakh), within 3 years( hope fully with some changes) youwill find yourself in the bracket of 12 l and after that sky is the limit ( provided retail boom continues as it is )

Type of Job
6. Job ranges from order fulfillment, to running around, meeting buyers, vendors, deciding ranges and a whole gamut of managerial activities.

Difference between MFM and General MBA
7. The main difference between MFM and a general MBA is that you will do all activites of marketing PLUS there are some skills that only you can do:
1. Planning ranges- which garment will sell, which color, what price points
2. Planning discounts
3. Visual merchandising- decorating your store according to the positioning
4. Coordinating themes- How to interpret environmental cues intomeaningful designs.
and Of course, you will find yourself suited for only jobs related to apparels.

My selling notes

A Professional is a persons who

1. has been trained in specific skills and techniques, and has specialized knowledge

2. 'plans his work and works his plan', that is, puts in a great deal of preparation for his day to day activities

3. must ultimately orient his work towards solving the problems of his clients.



The buying process (REED)

Recognize Need --> Evaluate Options --> Eliminate Doubts --> Decide



The selling process (ODPEC)

Presale preparation--> Actual Selling ( Open --> Develop Sale --> Propose Solution --> Eliminate Doubts --> Close) --> Post sale follow up



1. Presale Preparation

a. Know your CPAC

- your company

a. what business the company is in

b. what are the products it makes

c. who manages the company

d. what is the company's standing in the market for each of its products.

e. where are its factories and offices located

f. what are its organisational structure, policies and procedures.



- The products that you sell

a. what the product is

b. Its features (both physical and technical)

c. if necessary, how it is manufactured

d. the price of the product

e. the availability of the product

f. The terms of sales of the product.

- The application of each product

- your competition

Work out a Product Profile, or a Strength/Weaknesses Analysis of your product, Also make out the Product Profile of your competitors product.

b. Prospecting

Prioritising your prospects

1. The A-categoy Prospects- large companies

2. The B- Category prospects- medium companies

3. The C- category prospects- tiny

c. Customer Research

- before going on your call

- before you meet your prospect, outside his office

- when sitting with your customer

What to find out in Customer Research

- potential buyers for your products

- The nature of these buyers

- decision makers

- competition

- issues that may be of interest to the prospects



Opening a Sale

Four Guidelines

a. Introduce yourself and your organisation

b. State the purpose of your visit

c. Introduce your product or service

d. Above all make a good first impression through your appearance and conduct.

- Open a sale only when the customer is receptive and can devote some time to you. Otherwise fix up an appointment for a later date.

- Make your client comfortable and attempt to create an interest in your product.

- Keep searching till you find a receptive person, so that you can effectively open your sale



Developing the Sale
1. Qualify your customer : Find your MAN ( a person with Money, Authority and Need )

2. Identifying his buying crieteria:

Use BSA Technique

B- Background information - To discover potential problem areas.
Ask questions that get background information about the customer. Use Open Probes
"Sir, I believe you are planning to renovate your office. could you give me some idea of the furniture you are planning to have"

S- Specific Problems. Use Open and closed probes
To go deeper into each of the potential problem areas to try and discover a need for his product. Imortantly, you should try and maximise the 'pain' that the problem causes to the customer, so that he is ready to buy a solution.
"Considering the amount you had spent last time, it must have been very frustrating to see all the furniture become so shabby so soon "

A- Agreement to need. Use closed probe
Both you and customer must agree to this need.



from this find out his high priority and low priority need.

3. Matching buying crieteria with the product profile

It means matching the buying criteria with the Strength and weakness of the products.

Remember

a. A customer buys that product whos Product Profile matches his buying criteria most closely.

b. Sometimes the strength of a product can become its weakness, depending upon the buying criteria of the customer

c. In case a prospect's Buying Criteria does not match the seller's Product Profile, his Buying Criteria may be channelised to produce a closer match. In the process, it should be ensured that

- The seller remains in control.

- however , the buyer feels he is taking the decisions.

d. Even if the Product Profile matches the buying criteria, this buying Criteria should be reemphasised to ensure that the client does not change his mind

Proposing Solutions
a. Summarise the buyer's need and buying criteria
b. Do FABing of your product ( Features, Advantages and Benfits of your products) to suggest your product as a solution to the buyer's need or problem.
c. Demonstrate. It is more effective to involve the buyer and allow him to feel and use the product.
d. Sumbitting the quotation- or proforma invoice

- Most buyers are influenced by someone- a friend, colleague, relative or anyone else
- Never ignore the influencer
- Attempt to build up a rapport with this influencer


Eliminating Doubts
- Listen to the customer
- Get clarification regarding the doubt
- Resolve the doubt
Handling Objections(ERA)
- Determine the Exact Objection
- Find out which step in the selling process you did not go through properly, and REPEAT the step.
- Get the buyer's Agreement to the fact that the objection has been resolved.

Handling Price Objection
- To handle price objection, either push up the perceived value, or bring down the perceived price.
- Break up the price into smaller units to make it low
Closing a Sale

- Get the order or ask for the order
- Notice the buying signals- Be attentive in listening and observing
' Are your filing cabinets available for delivery by 15th March'

Planning for Negotiation
- identify those part of your offering on which you can negotiate, and the limits
Actual Negotiation
- get the list of all terms of sale which the buyer disagrees upon
- do not make concessions very easily, but do not be very adamant about terms which you can negotiate upon.
- Do not make the first concession in a major area
- while making the concession, make sure you get something in return
- do not panic after the buyers threatens to get concessions from a competitor.
- make the concessions you give, and demands you make, look logical.

getting order
- Make sure you get your order in writing. A verbal order is no order.
- The order should specify all the terms and conditions you have agreed to .

Some Lessons
- Never overcommit
- It is right of the salesperson to ask for the payment after satisfactory execution of the order
- We must understand that if a salesperson collect payment in time, both he and his organisation gains
- Let a good relationship not work against you.
- It is the true sign of a professional to feel so much a part of the organisation he works for.
- You dont have to get your payments by antagonising the customer. He will pay but may not place any future orders.
- It is thus cricical to keep learning from each sale, and from each experience, so that you do not repeat the same mistakes.

My NIFT Notes has its own domain

Finally, after four days of struggling, I am able to publish this blog on its own domain, called www.myniftnotes.com.

Cheers,

Global Sourcing

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