Chermas Doc

8/10/2019 Chermas Doc

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FashionMerchandising

Assignment on

Store Merchandising Policy for CHERMAS


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Chermas

Merchandise Policy

INDEX

I. IntroductionII. Assortment of Merchandise

III. Store merchandising policy

o Price Rangeo Quality Standardso

Fashion Leadershipo Maintenance of basic stocko Exclusivity


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Merchandise Policy

INTRODUCTION

Chermas has its apparel manufacturing unit located in Apparel Export Park atGundlapochampally, near Hyderabad. CHERMAS was started as a small 350 sq.ft. retailoutlet on August 1 st 1980 by Captain (Retd) K. F. Poestonji, President of Cherma's Group.Chermas has all the leading brands, nicely divided into sections based on price. It isconsidered a budget hunters paradise and does huge business during the major festivals likeDussehra, Ramzan, Diwali, Christmas etc Chermas is a major value for money apparel retailstore chain in Hyderabad, India. It was started with their brand of shirts and jeans calledChermas have now become hugely popular because of the affordable prices.

Quality has always been the backbone of Chermas and the concepts of value for money, andgarments for any shape or size, are undoubtedly instrumental for its success.

Head office

5-8-341, Shanti Niketan Apartment,

Chiragali Lane,

Hyderabad 500-001,

Andhra Pradesh (INDIA).
http://en.wikipedia.org/w/index.php?title=Gundlapochampally&action=edit&redlink=1http://en.wikipedia.org/wiki/Ramzanhttp://en.wikipedia.org/wiki/Diwalihttp://en.wikipedia.org/wiki/Christmashttp://en.wikipedia.org/wiki/Value_for_moneyhttp://en.wikipedia.org/wiki/Hyderabad,_Andhra_Pradeshhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Hyderabad,_Andhra_Pradeshhttp://en.wikipedia.org/wiki/Value_for_moneyhttp://en.wikipedia.org/wiki/Christmashttp://en.wikipedia.org/wiki/Diwalihttp://en.wikipedia.org/wiki/Ramzanhttp://en.wikipedia.org/w/index.php?title=Gundlapochampally&action=edit&redlink=1


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ASSORTM ENT OF M ERCH ANDI SE

M AJOR CATEGORIE S

FACTORYPRODUCTS

MEN WEAR WOMENWEARCHILDREN'S

WEAROUTERWEAR

MAJOR CATEGORIES

INNERWEAR

CASUALWEAR

PARTYWEAR

FORMALWEAR

ETHNICWEAR


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OTH ER PRODUCTS

OTHER PRODUCTS

BAGS,WALLETS,BELTS, ETC

STATIONERY ARTIFICIALJEWELRYTOYS FOOTWEAR


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PRICING

The prices of products offered at CHERMA'S range f rom Rs. 18/- to Rs. 4,500/- . Thecompany aims to give better quality at lower price. The products are quite affordable andcater the middleclass family. Their price is as low as half of the price which is available in themarket.

MENS WEAR

The mens collecti on is vast with a mix of formal, casual, and ethnic wear. The store has awide range of shirts from sizes 36 to 44 and trousers from waist size 28 to 42.

The fastest selling sizes are 30-32.

The Price range is as follows:

T Shirts Rs.299-Rs.1099

Formal Shirts Rs. 499- Rs.1299 Trousers Rs.699-Rs.1499 Jeans Rs.799-Rs.1499

The brands available are:

Adobe, Gio, Switcher, Aceman, 0 Degree, Weaven Cardin, Confidence, Le Bon Ton, Allen Solly, Blackberry, Lawman, Killer, Pepe Jeans, Wrangler,
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Wills Lifestyle.

Womens wear:

Midis, Tops, Blouses, Nighties, Night Suits, Lingerie, Salwar-Kameez, Three-piece Suits, LachaSuits, Ghagra Cholis, Skirts, Capris, Parallel Sets, Tights, Stretch Jeans, Cycling Shorts, BlazerJackets, pants, Hipsters, Kaftans, Swim Suits, Sportswear, School Uniforms, Sarees & DressMaterial.The womens wear collection is a mix of both Indian and Western Wear. The sizes availableare S to XXL.

Price range:

Sarees 599-1699 Salwar Suits 899-1599 T-Shirts 249-899 Skirts 499-799 Shirts 599-999

Brands available are:

Jasika, Poison Jeans, Initial, Westline,

Kajjas, Betty, Teen-Ages, Garden, Style Girl, Varsha, Kalpurna, Wills Lifestyle.


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In addition to that, the store also has a huge stock of saris. Following are thevarieties of saris available:

Fancy Venkatgiri Braso Synthetic


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Infants and Kids wear

Plastic Sheets, Diapers (Regular & Disposable), Carry Bags, Sleeping Bags, Cradle Bags,Mother Care Bags, Utility Items, Bibs, Baby Bed Sheets, Hooded Towels, Baby Head Pillow,Baby Blankets, Jablis, Bootys, Plastic Panties, Bonnet, Nappies, Feeding Bottle Cover, BabaSuits, Rompers, Dungarees, T-Shirts, Night Suits, Sweaters, Complete range of Infant andBaby Care Sets.

BOYS AND GIRLS

Boys:

Jodhpuri Suits, Full Coat Suits, Full Pant Suits, Blazer Coats, Baba Suits, Rompers, Dungarees,Cargo Pants and Half Pants, Cargo Shirts, Jeans, Trousers, Baggies, Chinos, Boot-cut, Anti Fit,Casual/Formal Shirts, T-Shirts, Night Suits, Dhoti Suits, Sweaters, Swim-suits, Sportswear,School Uniforms, Kurta Suits and undergarments.

Girls:

Frocks, Midis, Tops, Blouses, Nighties, Night Suits, Lingerie, Salwar-Kameez, Three-piece

Suits, Lacha Suits, Ghagra Cholis, Skirts, Capris, Parallel Sets, Tights, Stretch Jeans, CyclingShorts, Pants, Hipsters, Kaftans, Swim Suits, Sportswear, School Uniforms, Dress Material.


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Price Range: 499-1500 It also has a section for toys and stationary.

Jewellery

The store also has a wide range of pearl jewellery Necklaces, Earrings,Pendants etc.


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Footwear

Price range 599-1799 depending on the brand.

Footwear brands:

Puma Adidas F Sports

Duke Reebok Columbus FILA Woodland Hitz Lee Cooper Sparx


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Apart from that they also have a lot of other merchandise like wallets, bags, belts, watchesetc.

QUALITY STANDARDS

The brand never compromise with the quality of their products. Quality has always been thebackbone of chermas. Company gives the quality of International standard, result inexporting to major fashion Capitals like U.K., France, Italy, etc

The store gets most of its merchandise from its own production unit right outsideHyderabad; however some of the merchandise also comes from Deepak Garments and

Garden Garments which are local distributors.

Chermas stores caters to families and it has a wide product needs to meet requirements ofany age group. However, majority of shoppers are low to middle income level and betweenthe age group 25-35.

FASHION LEADERSHIP

CHERMA'S Exquisite Ltd can compete with any reputed brand available in thecountry or abroad and at the same time cost less than half the prices of thosebrands. They are currently exporting to the U.K, France, Italy, Germany, U.S, and Canada.The factory has been evaluated and has scored exceptionally well based on internationalstandards set by the bu y in g com pan ie s . I n sp i t e o f e f f o r t s t o k ee p t heconsumer re ta i l p r ice wi th in the a ffordable range for most consumers ,there is never a compromise on the quality, the result of which is that manyrenowned brands' products in the market are traded through their showrooms.Much emphasis is laid on manufacturing rather than product designing. Utmost care is

taken for selection of products, keeping in view the value for money. Chermas have their own in house brands manufactured in their own units. These brandsare essentially the early adopters of any new fashion. Apart from that Chermasin houses brand Action, Arrow, Duke, Peter England, Zodiac etc. These brandsare known for bringing about revolutionary changes in fashion and style. Thesebrands are fashion leaders or trends setters. This means that they are not innovators ortrend setters when it comes to fashion but they are the ones to adopt it as soon as any newfashion is introduced.


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STOCK MAINTAINANCE

Chermas is a brand known for Good Quality at lower price, which has its own productionunit in Hyderabad. Because of its own production unit and good logistic service, Chermasensures the maintenance of optimum level of stock at each store all the time. For its ownmerchandise, stores use to get stock on weekly basis or as per the requirement. For privatelabel like Arrow, Lee, VanHeusen etc, the maintenance of stock is in the hand of the

particular brand. The brand keeps on sending the stock on regular basis or when therequirement sent by their staff .During festive season, Company increases its assortment byup to 25%, with more SKUs in every product category.

EXCLUSIVITY

B e t t e r q u a l i t y a t l o w e r p r i c e .

T h e i r s p e c i a l t y i s E L D P - E v e r y d a y l o w p r i c e . Catering to Mass Market including lower and middle income group ofAndhra Pradesh.

Exporting to various Fashion Capital like France, Italy, UK etc. O w n m a n u f a c t u r i n g u n i t s i t u a t e d l o c a l l y.


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BIBLIOGRAPY

www.chermas.com www.chermas.india.com www.chermas-india.com/product
http://www.chermas.com/http://www.chermas.com/http://www.chermas.india.com/http://www.chermas.india.com/http://www.chermas-india.com/producthttp://www.chermas-india.com/producthttp://www.chermas-india.com/producthttp://www.chermas.india.com/http://www.chermas.com/

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