Retail project5 (Observations at Pantaloons)

Pantaloon Retail Outlet at Milan Mall Santacruz West

Pantaloons :: Santacruz :: Mumbai
Address : Milan Mall, Opp. Gamdevi Mandir, Near S.V. Road Junction Signal, Milan Subway, Santacruz (W), Mumbai Pin code : 400054 State : Maharashtra Phone : 022 - 6714 4350

We visited the retail outlet of pantaloon on 15 August at 7.30 p.m. On that day there was sale going on in Big Bazaar, therefore the pantaloon shop also has many footfalls in the outlet. On normal days the foot falls are in between 400 to 500 approximately and on holidays it increase to 600 to 700. But during the sale in Big Bazaar the footfall of Pantaloon outlet has increased to 800 to 1000 this information was given to us by the sales man at retail outlet.

We also visited Pantaloons Outlets at Borivali West and City Centre at Mumbai Central

These are the findings of our group

Before entrance the instructions were given for the customers with the pictures. The instructions were given like this

· Pet Dogs are not allowed inside the outlet

· Though you will find some things very attractive photographs are not allowed

· Smoking not allowed for keeping the environment clean

· Eatables not allowed

There was also advertisement of UTV business news channel which was displayed before the entrance with the slogan that: MONEY IS NEVER OUT OF FASHION.

Another advertisement of pantaloon was displayed

1*6=7, i.e. purchase any 6 trousers and get one free.

At the entrance the board of pantaloon was there which has green background and white names written in English and Hindi language. Inside the outlet first there was baggage room where you have to keep your luggage or baggage’s because they are not allowed inside if any customer is carrying laptop then the chain of laptop bag is sealed with plastic lock and then he is allowed to take the laptop inside the outlet. Next to the baggage room the information about the merchandise was given in index form so the customer can have a view what kind of merchandise which is available in the outlet. The information regarding the index was given in this way.

· Men’s Occasion wear

· Men’s Ethnic Wear

· Men’s Party Wear

· Men’s Casual Wear

· Men’s Formal Wear

· Men’s Young Fashion

· Men’s Active Wear

· Women’s Occasion Wear

· Women’s Ethnic Wear

· Women’s Casual Wear

· Women’s Young Fashion

· Women’s Party Wear

· Women’s Nightwear and Lingerie

· Kids Wear

· Foot Wear for Men, Women and Kids

· Help desk

· Pay Counter

Then at the entrance and also inside the outlet the boards were suspended which gave the directions regarding each section e.g. left for kids wear, right for men’s wear etc.

The walls of outlet were coloured in white and also the flooring which has granites were white in colour on enquiring to one of the sales man regarding the use of white colour we were told that the white colour gives better visibility to merchandise which are displayed . The outlet was in L shape and approximately 3500 square feet of area.

The outlet was divided in different sections such as men’s wear, women’s wear, kids’ wear, shoes section, jewellery section, perfume section, Sunglasses etc. All the sections were given different names. The sections included in-house as well as other branded merchandise.

In-house brands were as follows

· All

· F. Factor

· Akruti

· Bare Denim/Leisure

· Chalk (Kids Wear)

· JM Sports

· Honey

Other Branded Merchandise were as follows

· John Miller

· Killer

· Lee

· Lee cooper

· Indigo Nation

· Urbana

· Lombard

· Rig

· Provogue

· Puma

· Adidas

· Gini & Jony

· Zapp

· Agile

· Fast Track Sun Glasses

· Calvin Klein

The interiors of the retail outlet

There were three plasma television of LG which were communicating about the merchandise and other goods inside the outlet.

Four Counters for making payment. The payment was accepted in cash, debit cards and credit cards. At the cash counter the cashier were enquiring regarding the green card and parking bills.

Green Cards were given to those customers who have done purchase of Rs.2000 or more and if the purchase is made of Rs.6000 or more than the customers were given discount of 5 %.

Parking Bills were asked because if any customer has paid for parking charges then he/she gets the parking charges deducted from his purchase amount.

They had centralised air conditioning of blue star and it was written on board that “now you know why this is such a cool place”

The outlet was having racks for displaying merchandise which were made of steel and wood of approximately 4 meters height and was divided into two parts

There were hangers on the wall for displaying sample merchandise.

Mercury light was used for focussing on the merchandise for highlighting the merchandise which was important.

The Packed shirts were kept on fibre plate which was fitted on the wall.

The Shoes section had combination of wood, fibre and steel furniture which was fitted on the wall for the displaying of shoes.

The jewellery section was made of glass and fibre for displaying jewellery

The Perfume section was also made of glass which was fitted on the wall for displaying perfume bottles

There were inbuilt speakers on ceiling.

Fibres Board were suspended on the ceiling for information and direction

Sunglasses were displayed on fibre and glass furniture

Posters of some brands were stuck on the walls for advertising e.g. Bare Denim (Keeping it real)

Sections of Outlet

· Bare Denim : - Jeans, Turtle Neck T-shirts for Men

· Bare Leisure : - 2 Ply Plaid Full Sleeve Shirt (18 Options Available Rs.649/-)

§ 2 Ply Plaid Shirt (9 Options Available Rs.599/-)

§ : - Full Sleeves Twill Shirt (Available in 12 Colours Rs.649/-)

§ : - Half Sleeves Twill Shirt (Available in 12 Colours Rs.599/-)

· John Miller : - FIL-A-FIL (12 Classic Shades Rs.649/-)

§ : - Full Sleeves Easy Care Shirt (Available in 10 Colours Rs.499/-)

§ : - 2 Double Matt Trouser (Available in 5 Colours Rs.699/-)

· JM Sports : - JM Sport Striper Tees (Available in 20 options in various designs

and colours Rs.399/-)

· ALL : - Fashion apparels for plus size people

· F. Factor : - Party Wear Shirts

· Akruti : - Traditional Wears e.g. Sherwani, Shirts, T-Shirts etc

· Chalk : - Kids Wear (Clothes for Age group 2-14 years)

· Bare 7214 : - Kids Wear (Age group 2-14 years)

· John Miller : - Formal Shirts, Trousers and Ties’

· Killer : - Jeans and Jackets

· Lee : - Jeans and T-Shirts

· Lee cooper : - Shoes, Jeans and T-Shirts

· Indigo Nation : - Formal Shirts and Trousers

· Urbana : - Formal Shirts and Trousers

· Lombard : - Shirts, Trouser, Ties and Handkerchief

· Rig : - Casual Shirts and T-Shirts

· Provogue : - Formal Shirts & Trousers, T-Shirts, Jeans and Shoes

· Puma : - Shoes

· Adidas : - Shoes

· Calvin Klein : - Perfumes

· Sun Glasses : - Fast Track

· Gini & Jony : - Kids Wear (Age group 2-5 years)

· Zapp : - Kids Wear (Age group 3-14 years)

Ladies Section: -

· Umm : - Ladies Jeans and Tops

· Biba : - Punjabi Suits and Kurtas

· Lee Cooper : - Ladies Jeans and Tops

· Honey : - Short Shirt and T-Shirts

· Dare Denim : - Jeans

· Agile : - Shorts and Tops

· Remanika : - Suits

There was also section where the designer clothes of Bachana Ye Haseeno were displayed at premium rates.

Quotes was written on the Ladies Section that “my cloth should be like diya not doona”

- Calvin or Georgio

Offers

Discount was given of 20% to 50% on most of the merchandise e.g. Gini & Jony 40 % Off

Lee Cooper Ladies Jeans 30 % off & New Arrivals 10 % off)

Buy two T-shirts and get one free (Price Rs.499/-)

Announcement & Music

Remix Music is played of Hindi & English Songs.

Their is announcement made in between the music for offers and discounts for particular section of merchandise i.e. clothes or jewellery items.

Trial Rooms

There were separate trial rooms for gents and female for trying apparels.

The trial room for men was made of tent which was not having any door and there was security guard outside the trial room.

Trial room for women was made of plywood and female security guard was waiting out of the trial room.

On the doors of trial room was written that not more than three apparels allowed inside

Human Resource

Total Employees : 103

Dress Code : Purple T-Shirt for Ladies and Black Trouser

Green Shirt and Black Trouser

ID : All employees were wearing Identity Card with their Name and Designation

Behaviour : Friendly and Helpful

Toilet

There was toilet inside the outlet which was only for ladies .

Pantaloon at Santacruz

Pantaloon at Borivili

Only security guard is standing outside trial room . There were a particular sequence followed in outlet regarding the section. At entry there was perfume & deodorant section then women’s apparel section later on kids section then men’s apparel section and Jewellery section for women.

There are three floor for display They have display in house brand as well as many outhouse well-known apparel brands are there. In third floor Lee has given a separate corner for display. Lee is also giving the discount as well gift coupon on then purchase of above Rs3400. In a separate corner they display the combination of different brand like Nike ,Adidas ,Puma etc.ar In Pantaloon it is written that ‘this place is cool by Blue star AC. But the fact is that AC was not working even escalator is also not working. A small board of HDFC bank was at sealing. Here changing room has permanent lock system so no need for security guard as per security concern. Outside trail room it was written that you are allowed to carry only three cloths inside the trial room.

RECOMMENDATION

¡ Trial rooms were made of tent for gents so we recommend that they should have better trial rooms made of wooden furniture and good lock system

¡ At Milan Mall Pantaloon Outlet there were only three counters for collection of payment because of which people were standing in long queue so there should be more counters for making payment

¡ At Milan Mall Pantaloon Outlet there was only ladies washroom no washroom for men. So we recommend that they should also have one for men

¡ At some places lighting was not effective because of which the merchandise was not highlighted properly.