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Apparel Retail Store
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| Photo by Antonio Sokic from Pexels |
An apparel retail store a specialty store wherein we find the readymade assortment of clothing. The apparel Store or Apparel Shop has 4 major departments or line of business, which are:
- Men's
- Women's
- Kids &
- Footwear
Sub Categories & Sales Contribution:
Typically Men's Department will contribute 50% to 55% of sales towards the entire store sale and it further includes 4 major subcategories which are Casual Wear, Formal Wear, Occasion Wear, Sportswear. As Menswear is a major contributor in sales, almost 30% to 40% of the total floor space is allocated to the Men's Category.
Now coming to the Women's Category - it has Western Wear, Ethnic Wear, SKD(Salwaar Kameez Dupatta), Mix and Match, and Lingerie sections. The contribution of Women wear towards the entire store sales is about 30% and space allocated to Womenswear is around 35% of the total store as there will be a large assortment present in the women wear section.
The 3rd important category is Kids Wear and it consists of Infantwear, Kids Wear 3 to 7 years, Kids Wear 8 to 14 years. Generally, space allocated to this department is around 20% to 25% depending on the area of the catchment. Kids department will contribute up to 20% in the store sales. One important thing about this category is that the margins are very high in the Kids section ranging between 55% to 60% margin.
Apart from the above 3 departments, the apparel store has a footwear section also and the assortment is usually limited in this category. The footwear section is generally occupying 3% to 5% of the total store area and contributes 5% to 6% of sales toward the store.
Manpower and Support Function in Apparel Store:
Usually, the Apparel retail store is 12,000sqft to 20,000sqft depending upon the location of the store, customer profile, and city where the retail store is. Apparel Retail store has 1 employee for every 500 sqft of the area. So if the store is of 10,000 sqft then the sales staff or sales associates will be approximately 20.
The typical apparel store has One Store Manager and Two Department Managers - One Department Manager will handle Men's Category which contributes 50% of sales. Second DM will handle the Women's and Kids Category which contributes the rest of the 50% sales.
Also, the Apparel Store has a backend team to care of the backend activities which are stock receiving activities - this is taken care by Merchandise Executive. Also, there will be one Commercial Executive for small stores and Commercial Manager if the business volume is high. The commercial executive is responsible for billing activities, cash management, and arranging the consumables for the day-to-day store activities.
Most of the apparel store has Visual Merchandiser who will take care of the display of merchandise, implementing the VM standards and display of the Price or Offer Signages.
How The Merchandise is Displayed at Apparel Store:
Basically, the stocks in apparel store are divided into 4 categories:
- OPP/EPP Merchandise
- Core Merchandise
- Fashion Merchandise
- Fast Fashion Merchandise
OPP/EPP Merchandise: Opening Price Point or Entry Price Point Merchandise are those which are displayed at the entrance of the store or at the beginning of each department. The logic here is to attract the customers with low prices, once they enter the department further the merchandise prices will be increased. These stocks are always available in the store and they may or may not have the offer on them and they help in bringing the customers to the store or they are called the Walkin drivers for the store. These are generally "Buy1Get1 Free" or "Buy1@999" and "Buy2@799 each" kind of offers
Core Merchandise: These are the merchandise that is available in the store 365 days a year and they don't have any offers on them. These are always sold on their MRP at any given point of time. These are the merchandise that will provide maximum profit to the retailer. These are always displayed on the prominent fixtures in the apparel retail store.
Fashion Merchandise: These are the merchandise that is available as per the season in the apparel. Apparel has 2 seasons, which are Autumn-Winter and Spring-Summer. Autumn Winter merchandise will launch in September of every year and Spring-Summer will launch in February of every year. These are the most expensive products in the store and they are always displayed on the wall fixtures so that they look attractive and entice the customers.
Fast Fashion Merchandise: Fast Fashions are the latest fashion trends and designs in the fashion or clothing industry. These trends will come and disappear very fastly and these apparels or clothes are mass-produced and at a low cost. These apparels are displayed on the prominent fixtures and wall fixtures depending on the hype and demand of the product. These merchandise are mass-produced to take advantage of the latest trends.
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