Fashion Merchandising

Assignment on Store Merchandising Policy for CHERMAS

Chermas

INDEX

I. II. III.

Introduction Assortment of Merchandise Store merchandising policy

o o o o o Price Range Quality Standards Fashion Leadership Maintenance of basic stock Exclusivity

Merchandise Policy

Chermas

INTRODUCTION

Chermas has its apparel manufacturing unit located in Apparel Export Park at Gundlapochampally, near Hyderabad. CHERMAS was started as a small 350 sq.ft. retail outlet on August 1st 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 is considered a budget hunters paradise and does huge business during the major festivals like Dussehra, Ramzan, Diwali, Christmas etc Chermas is a major value for money apparel retail store chain in Hyderabad, India. It was started with their brand of shirts and jeans called Chermas 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, and garments 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).

Merchandise Policy

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Assortment of Merchandise

FACTORY PRODUCTS MEN WEAR WOMEN WEAR CHILDREN'S WEAR OUTER WEAR

Major Categories in Men Wear, Women Wear and Children Wear

MAJOR CATEGORIES INNER WEAR CASUAL WEAR PARTY WEAR FORMAL WEAR ETHNIC WEAR

Merchandise Policy

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OTHER PRODUCTS

OTHER PRODUCTS
BAGS, WALLETS, BELTS, ETC

STATIONERY

ARTIFICIAL JEWELRY

TOYS

FOOTWEAR

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PRICING
The prices of products offered at CHERMA'S range from Rs. 18/- to Rs. 4,500/-. The company aims to give better quality at lower price. The products are quite affordable and cater the middleclass family. Their price is as low as half of the price which is available in the market.

Mens wear
The mens collection is vast with a mix of formals, casuals and ethnic. The store has a wide range of shirts from size 36 to 44 and trousers from waist size 28 to 42. The fastest selling sizes are 30-32.

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, Wills Lifestyle.

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Womens wear:
Midis, Tops, Blouses, Nighties, Night Suits, Lingerie, Salwar-Kameez, Three-piece Suits, Lacha Suits, Ghagra Cholis, Skirts, Capris, Parallel Sets, Tights, Stretch Jeans, Cycling Shorts, Blazer Jackets, pants, Hipsters, Kaftans, Swim Suits, Sportswear, School Uniforms, Sarees & Dress Material. The womens wear collection is a mix of both Indian and Western Wear. The sizes available are 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.

In addition to that the store also has a huge stock of sarees. Following are the varieties of sarees 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, Baba Suits, Rompers, Dungarees, T-Shirts, Night Suits, Sweaters, Complete range of Infant and Baby 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, Cycling Shorts, Pants, Hipsters, Kaftans, Swim Suits, Sportswear, School Uniforms, Dress Material.

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

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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

Apart from that they also have a lot of other merchandise like wallets, bags, belts, watches etc.
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QUALITY STANDARDS

The brand never compromise with the quality of their products. Quality has always been the backbone of chermas. Company gives the quality of International standard, result in exporting to major fashion Capitals like U.K., France, Italy, etc The store gets most of its merchandise from its own production unit right outside Hyderabad; 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 of any age group. However, majority of shoppers are low to middle income level and between the age group 25-35.

FASHION LEADERSHIP

CHERMA'S Exquisite Ltd can compete with any reputed brand available in the country or abroad and at the same time cost less than half the prices of those brands. 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 international standards set b y t h e b u y i n g c o m p a n i e s . I n s p i t e o f e f f o r t s t o k e e p t h e c o n s u m e r r e t a i l p r i c e w i t h i n t h e affordable range for most consumers, there is never a compromise on the quality, the result of which is that many renowned 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 brands are essentially the early adopters of any new fashion. Apart from that Chermas in houses brand Action, Arrow, Duke, Peter England, Zodiac etc. These brands are known for bringing about revolutionary changes in fashion and style. These brands are fashion leaders or trends setters. This means that they are not innovators or trend setters when it comes to fashion but they are the ones to adopt it as soon as any new fashion is introduced.

Merchandise Policy

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STOCK MAINTAINANCE

Chermas is a brand known for Good Quality at lower price, which has its own production unit in Hyderabad. Because of its own production unit and good logistic service, Chermas ensures the maintenance of optimum level of stock at each store all the time. For its own merchandise, stores use to get stock on weekly basis or as per the requirement. For private label 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 the requirement sent by their staff .During festive season, Company increases its assortment by up to 25%, with more SKUs in every product category.

EXCLUSIVITY
Better quality at lower price. Their specialty is ELDP - Everyday low price. Catering to Mass Market including lower and middle income group of Andhra Pradesh. Exporting to various Fashion Capital like France, Italy, UK etc. Own manufacturing unit situated locally.

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BIBLIOGRAPY

www.chermas.com www.chermas.india.com www.chermas-india.com/product

Merchandise Policy