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Graduation project at shoppers Stop
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A report submitted towards the partial fulfillment of the course of Masters of Fashion Management.
Submitted by: ANURAG KHANNA MFM/16/
Under the guidance of: Ms. Harsha Rani (Assistant Professor, NIFT, Bhubaneswar)
Submitted to:
Department of Fashion Management Studies National Institute of Fashion Technology
I express my sincere gratitude and indebtedness to both my mentors Ms. Harsha Rani, Assistant professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Bhubaneswar and Ms. Anubha Modi, Buyer, Kashish, Shoppers Stop, for their ever willing and constant encouragement in the study of my present research and project. I am also thankful to all my faculty members of the department for their continuous support and guidance.
Lastly I want to thank all my respondents and everyone who made the completion of this study possible.
Shoppers Stop Limited was founded by K Raheja Corp in 1991 laying the foundation of the organized retail industry in India. It started operations with the first store in suburban Mumbai and is now a multi-channel retailer with 83 large format department stores and online presence. From its inception, Shopper's Stop has progressed from being a single brand shop to becoming a Fashion & Lifestyle store for the family. Today, Shopper's Stop is a household name, known for its superior quality products, services and above all, for providing a complete shopping experience.
Kashish is a brand owned by Shoppers Stop. It is driven by a holistic vision of luxury, specially catering to Indian sensibilities. A celebration of traditional style in embroideries, weaves, colors and textures creates a design vocabulary that is unique and inspiring. Inspiration is drawn from moving trends yet retaining its roots which are steeped towards rich lineage of Indian culture.
The report covers all the standard operating procedures of the brand. It highlights the roles and responsibilities of most of the authorities of the brand. It explains the flow of the information from one authority to another.
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Chapter 1
SHOPPERS STOP Ltd. is a professionally managed and systems driven organization promoted by the K Raheja Corp Group. Established in 1991,SHOPPERS STOP Ltd. was instrumental in sparking the retail revolution in the country. As pioneers of modern retail in India, the Company has introduced multiple retail formats that have been hugely successful. From national to international fashion brands, home décor to childcare, books to groceries, SHOPPERS STOP Ltd. Is phenomenally well differentiated and has grown to be an intrinsic part of every household in India.
SHOPPERS STOP SHOPPERS STOP is India‟s foremost fashion retailer offering leading international and national brands across apparel, accessories, fragrances, cosmetics, home décor and footwear. The retail store offers more than 400 of the finest brands such as CK Jeans, Tommy Hilfiger, Gas, United Colors of Benetton, French Connection, Vero Moda, Jack & Jones, Guess, etc. as well as popular private brands KASHISH, Stop, Haute Curry, Life, and Vettorio Fratini.
This is flagship business division of the company, which offers international and domestic brands across categories such as apparel, accessories, cosmetics, home and kitchenware as also its own exclusive brands. In India there are total 24 stores of Shopper‟s Stop spread across in 12 cities.
Haute Curry signifies contemporary fashion with elements of ethnicity. Clean and modern silhouettes are juxtaposed against the bright, vivid colour and traditional motifs to create contemporary clothing for the fashion diva in you. The collection ranges from pretty ethnics like kurtis and anarkalis to eclectic crop tops, shorts, kaftans, jackets etc. and is a perfect way to infuse traditional chic into your wardrobe. Haute Curry mirrors the new age Indian woman, one who is rooted at home but takes on the world with panache, playing a myriad of roles and taking on new challenges in her stride.
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celebrates traditional style in a mélange of embroideries, weaves, colors and textures ultimately creating a design vocabulary that is unique and inspiring. With beautifully crafted designs, Kashish speaks volumes about the Indian culture while always standing tough against time.
Vettorio Fratini works on not trying too hard and that is exactly what makes the brand uber cool. With its effortlessly chic apparels and accessories, this Shopper's Stop in-house brand has always been a game changer. Synonymous with a sense of luxury and casual flair, the exotic beaches and luxurious yachts of Capetown clearly mirror the brand's philosophy. So if you're looking to get a headstart on the latest trends or are in the mood to shake things up a little, Vettorio Fratini is the way to go!
Rocky S has carved a niche for himself as a designer to go to for all couture as well as prêt needs. Being one of the first Indian designers to dress celebrities, he has dressed the who‟s who of Bollywood. Starting with Akshay Kumar, he moved on to designing for stars like Shilpa Shetty, Bipasha Basu, Katrina Kaif, Hritik Roshan etc. His international portfolio and clientele boasts of bigwigs like Beyoncé and Paris Hilton. Structured contours, exquisite materials, tailored fit and attention to detail are just some of the things that make his products priceless. „RS by Rocky Star‟ is a collection designed for men and women who are fashion conscious and are always on a look out for new styles. The collection features stylish, trendy everyday pieces that are not heavy on your pocket.
Free spirited in its soul, vibrant in every hue and fuelled with flamboyant energy, Desigual, the Spanish clothing brand emanates positivity and youth. Founded in 1984, Desigual is an apparel and fashion accessory brand from Barcelona, Spain. Just like the country, the brand is characterized by fervent and groundbreaking creativity. The designers freely express their
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artistry through fabric, print, colour and silhouette. Their print motifs are inspired by global bohemian nomads and are further intensified by the brash boldness of colour, used almost recklessly. Their abstract art explodes with psychedelic mania.
Breaking the norms of traditional dressing, Femina Flaunt is quintessentially a brand symbolizing an independent woman. Easy to wear pieces with modern silhouettes, beautiful contours and pleated details are ideal for office. The casual collection on the other hand features urbane and street chic garments for the contemporary woman. Stylish separates, digital patterns, trendy hues along with attention to detail and impeccable tailoring make each and every garment an exclusive piece. The entire range revolves around a gorgeous fall colour palette with an array of shades of grey, walnut & coffee, powder whites accentuated with berry reds & deep blondes.
Offers kurti and tunic for women.
Offers a wide variety of clothing for the independent women.
BACK TO EARTH:
Earthy home products.
IVY:
Offers home décor products like cushion covers, curtains etc.
ADARA:
Offers home décor items.
FERN:
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KASHISH is driven by a holistic vision of luxury, specially catering to Indian sensibilities.
A celebration of traditional style in embroideries, weaves, colors and textures creates a design vocabulary that is unique and inspiring.
Inspiration is drawn from moving trends yet retaining its roots which are steeped towards rich lineage of Indian culture.
KASHISH aspires to offer designs enriched with sophisticated new aesthetics and create pieces that are contemporary, unique and timeless.
Timeless elegance Unique & inspiring Tradition & heritage Festive & celebration
KASHISH aims to paint, decorate and ornament clothes for celebrations that is a part of every individual. KASHISH aims the occasion like
Festive celebrations Puja Weddings Brunches Social get-together
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Elegant women modern, dynamic, worldly wise but still deeply rooted to their Tradition and culture.
Pay high respect to family values and traditional festivals. Occasions are often celebrated with gusto in limelight where their understated and sophisticated style shines.
Women who balance social, fashion gatherings and traditional family functions with subtle charm. Examples
AISHWARYA RAI BACHHAN SONAM KAPOOR ADITI RAO HYADRI
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Kalidaar straight Asymmetrical Hemline
Apple cut A – Line High low
Figure 1- Kashish Silhouettes
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Shopper’s Stop – This is flagship business division of the company, which offers international and domestic brands across categories such as apparel, accessories, cosmetics, home and kitchenware as also its own exclusive brands. In India there are total 24 stores of Shopper‟s Stop spread across in 12 cities.
Home Stop – This is a unique concept that caters to all home needs ranging from home decor to furniture, bath accessories to bedroom furnishings, mattresses to draperies, carpets to modular kitchens and health equipment, all under one roof. Currently the stores have presence at Bengaluru, Mumbai and New Delhi.
Crossword – This retail chain provides a complete shopping experience for all kinds of book lovers. Besides books, it also offers magazines, CD–ROMs, music, stationery and toys. Presently there are 48 stores spread across India.
Mothercare – Mothercare PLC of UK is a leading specialist retailer for infant and toddler care. Overseas it operates over 300 stores in 40 countries through franchise route. In India it has presence in 19 stores that includes 10 shop–in–shops at Shopper's Stop.
Arcelia – This retail chain offers a wide range of cosmetics, fragrances, fine jewellery, footwear, handbags etc. Currently there are 2 stores operational in Delhi and Pune.
Cafes and Restaurants – The company operates two brands under this segment namely Brio and Desi Café. Brio forays into food and beverage segment and has 20 outlets in various cities. Desi Café is based on Indian fast food concept and has 3 outlets located at Delhi, Lucknow and Mumbai.
