Revolutions Collections and Brands Workshop
The Collections Product grouping at Revolutions based on Customer Usage/Occasion – Evolved customer with clear demarcation of footwear wardrobe by usage /occasion – Appreciates difference in look/ performance required for different occasions – Co-ordinates apparel with shoes, to complete the entire look/ ensemble – Focused Fashion vs. Vast Choice
Usage/Occasion based Collections Specific shoes coordinated with ensemble vs. Versatility
The Collections FOUR product groups encompassing all targeted usage occasions
Office/ Formal Office Essentials A must have for the trendy working man/ woman Stylized Comfort
Office/ Formal • Primary Usage
• Footwear for the office/ workplace
• Implication of Usage/ Occasion
• Long duration wear
• Product Attributes ranked in order of importance
• • • •
Comfort Durability Style Fashion
Office/ Formal •Focus on CLASSIC styling
Dress/ Evening Wear Fashion statements for the fashion forward man/ woman
Dress/ Evening Wear • Primary Usage
• Implication of Usage/ Occasion
• Occasion wear eg. wedding, party, other formal occasions • EXTREME coordination with attire • Short duration wear • Emphasis as fashion accessory vs. utility usage
Dress/ Evening Wear • Product Attributes ranked in order of importance
• Fashion • Co-ordination with attire • Styling (Colour,material, embellishment, etc.) • Comfort • Durability
Dress/ Evening Wear • A combination of all elements of fashion (sole, material, shape, style and colour) in Fashion • Attention to styling and detail, eg. hand crafted merchandise, embellishments etc.
Out-of-Home/ Leisure Fashionable solutions for all Out-of-Home activities
Out-of-Home/ Leisure • Primary Usage • Implication of Usage/ Occasion • Product Attributes ranked in order of importance
• Casual Out-of-Home wear eg. visit to friends’ place, market etc. • Medium duration wear
• Co-ordination with attire (ethnic, western) • Comfort, Durability • Style • Fashion
Out-of-Home/ Leisure • A combination of new colours and styles that have been adopted as an established trend vis a vis high/ new/ emerging fashion. • A combination of all types of footwear to meet all outdoor needs (open ended, closed shoes, sandals, floaters etc.)
Sports
Trendy alternatives to enhance the ‘Casual Look’
Sports • Primary Usage
• Implication of Usage/ Occasion
• Casual Out-of-Home wear with casual western ensemble primarily for walking/ enhancing sporty look • Medium duration wear
• Product Attributes ranked in • Comfort, Durability • Style order of importance • Fashion
Sports • Sporty look merchandise, typically not performance/ specific sports oriented shoes • Styling, colour emphasis in sports shoes
The Ranges THREE Ranges Core “Stylish Classics” Fashion “Fashionable/ Trendy/ In Vogue” Limited Edition “Fashion Statements”
Ranges Core Product Life Cycle
12 months Number of ranges in a year 1 Product changes as per fashion trends Sole Shape Style Material Colour
Change in a combination of two elements
Fashion
Limited Edition
6 months
3 months
2
2*
Change in at least three elements
*limited edition for summer runs for 6 months
Range Design Elements Core Minimal design changes, low frequency of design alterations
Fashion
Limited Edition
Few design changes, high frequency of design change
Major design changes, high frequency of design change
Ranges Workwear
The Matrix Core Womens
Dress/ Evening Out of Home/ Leisure
Sports
Fashion
Limited Edition
Mens Workwear
Dress/ Evening Out of Home/ Leisure Sports
Kids
5-8 9-11 11-1 2-5
Seasons Summer Apr May
Jun Jul
Phase I
• New lines in range • New merchandise layout in stores • Start of new planned season
Winter Aug Sep
Oct
Nov Dec
Phase I
•New lines in range • New merchandise layout in stores • Start of new planned season
Jan
Feb
Mar
Phase II
• New lines into Limited Edition
Differentiating Range Tactics Display Display Core •Good store location •Display communicating availability and choice •Relatively high display density
Fashion
Limited Edition
•Prime store location, high traffic and high exposure time •Display organized by theme/ colours/ story etc. •Medium display density
•Eye –catching location •Elaborate visual display enhanced by elaborate display props, lighting effects etc. •Very low display density
Differentiating Range Tactics Selling Selling Points Points Core Emphasize: •Durability •Comfort •Versatility: Basic Colours and styles
Fashion Emphasize •Colour •Co-ordination with multiple outfits •Comfort
Limited Edition Emphasize •Uniqueness/ Exclusiveness •Fashion Statement •Fashion led embellishments, styling, other details eg embellishments etc. •Limited editions
Brands Existing Liberty Brands
Mens
“It takes some men places� Introduced in 1992 Mens Formal and Casual Shoes
“What’s life without a little comfort” Introduced in 1991 Young executives’ Formal and Casual Shoes
Womens
“Hey Women, stay Girl” Introduced in 1991 Womens’ high fashion footwear
“Hey Women, stay Girl”
Kids
“Non-Stop Fun”
Introduced in 1991 Childrens’ sports, sandals and casual shoes 2 – 12 years
“Non-Stop Fun”
Unisex
“Some things are just right”
Introduced in 1994 Unisex Formals and Beachwear 2 – 45 years
“Cool, comfortable sandals”
Introduced in 1991 Unisex Sandals and Slip-ons 21 – 45 years
“Life at a Force of 10”
Introduced in 1990 Fashion Sports Shoe 16 – 28 years
Brands at Revolutions • Same Brands are also available at ‘Liberty’ stores • So, how is Revolutions different from ‘Liberty Exclusive’ stores in my city?
Product Differentiation • Similar Brands, dissimilar merchandise • Product assortment at Revolutions largely exclusive to Revolutions – Exclusive designs developed and manufactured – Imported merchandise – Premium lifestyle International shoe Brands – Minimal overlap in Liberty Brand products available at Liberty
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