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Thursday, September 30, 2010
Saturday, September 25, 2010
Friday, September 24, 2010
Thursday, September 23, 2010
Thursday, September 16, 2010
Brand induction - Levi’s®
In 1829, a baby boy was born in Batavia in southern Germany (currently Bayern) to Hirsch Strauss and his second wife Rebecca. He was named Loeb.
n 1847, at the age of 17, two years after his father had passed away, he came to New York, America with his mother and sisters. There, they were met by his half-brothers, Jonas and Louis, who were running a dry goods business, and he started working for them.
In 1853, Loeb became an American citizen, and headed for San Francisco. He started up his own dry-goods store together with David Stern, husband of his half-sister Fanny in 1857.
Young Loeb soon began to learn the trade himself, and by 1850, he was known among his family and customers as “Levi”. The company was called “Levi Strauss” after his name, and then in 1863, it was changed to “Levi Strauss & Co.”
His business had prospered so well that the company set up in a four-story building at 14-16 Battery Street in 1866.
1829
Levi Strauss is born in Buttenheim, Germany.
1853 Aged 24, Levi Strauss becomes an American citizen and heads for San Francisco to make his fortune in the California Gold Rush… not by panning for gold, but by selling supplies to the miners. In March he arrives in San Francisco and sets up a small dry-goods business on California Street.
1902 September 27th, Levi Strauss dies, aged 73. His Nephews inherit the business.1906April 18th, San Francisco earthquake and fires destroy LS& Co HQ and two factories.
501® is Born
1890 Lot numbers are first assigned to the garments being manufactured. ”501” is used to designate the famous copper-riveted ”waist overalls”
1915 Levi Strauss Receives the Highest Award for its ”waist overalls” at the Panama Pacific International Exposition in San Francisco.
1927
The unique ”01” fabric in a 10 oz Denim was developed.
Lady Levi’s®
1935
Lady Levi’s®, the first line for women.
1940
US soldiers wear Levi’s® jeans, t-shirts and jackets overseas, giving the products their first international exposure.
Hand-Painted Arcuate Stitching Design
1944 Due to War rationings & cost savings the Arcuate stitching design is removed, as the thread only has a decorative purpose and is not vital to the usefulness of the garment. In order to keep the design on the pockets, LS&CO. sewing machine operators hand-paint it on each pair!
Levi’s® comes to Europe
1959
Levi’s® jeans are exhibited at the ”American
Fashion Industries Presentation” in Moscow.
The company begins exporting garments to Europe.
The word Jeans originates from the style of pants worn by sailors who sailed from the port of Genoa in Italy – from “Genes”.
Levi’s® Red Tab®
1971
The word ”Levi’s® ” on the red Tab is now stitched with a small ”e”.
Levi Strauss Japan is established.
The cover of Rolling Stones’ album ”Sticky Fingers”, designed by Andy Warhol, shows Mick Jagger wearing zip fly Levi’s® jeans. The first edition of the covers uses a real zip!
Levi’s® 501®
1984
Official outfitter of the U.S. Olympic Team.
Bruce Springsteen wears a pair of 501® jeans on the cover of the ”Born in The USA” album.
Bob Haas, a great-grand nephew of Levi Strauss, becomes President and Chief Executive Officer of Levi Strauss & Co..
n 1847, at the age of 17, two years after his father had passed away, he came to New York, America with his mother and sisters. There, they were met by his half-brothers, Jonas and Louis, who were running a dry goods business, and he started working for them.
In 1853, Loeb became an American citizen, and headed for San Francisco. He started up his own dry-goods store together with David Stern, husband of his half-sister Fanny in 1857.
Young Loeb soon began to learn the trade himself, and by 1850, he was known among his family and customers as “Levi”. The company was called “Levi Strauss” after his name, and then in 1863, it was changed to “Levi Strauss & Co.”
His business had prospered so well that the company set up in a four-story building at 14-16 Battery Street in 1866.
1829
Levi Strauss is born in Buttenheim, Germany.
1853 Aged 24, Levi Strauss becomes an American citizen and heads for San Francisco to make his fortune in the California Gold Rush… not by panning for gold, but by selling supplies to the miners. In March he arrives in San Francisco and sets up a small dry-goods business on California Street.
1902 September 27th, Levi Strauss dies, aged 73. His Nephews inherit the business.1906April 18th, San Francisco earthquake and fires destroy LS& Co HQ and two factories.
501® is Born
1890 Lot numbers are first assigned to the garments being manufactured. ”501” is used to designate the famous copper-riveted ”waist overalls”
1915 Levi Strauss Receives the Highest Award for its ”waist overalls” at the Panama Pacific International Exposition in San Francisco.
1927
The unique ”01” fabric in a 10 oz Denim was developed.
Lady Levi’s®
1935
Lady Levi’s®, the first line for women.
1940
US soldiers wear Levi’s® jeans, t-shirts and jackets overseas, giving the products their first international exposure.
Hand-Painted Arcuate Stitching Design
1944 Due to War rationings & cost savings the Arcuate stitching design is removed, as the thread only has a decorative purpose and is not vital to the usefulness of the garment. In order to keep the design on the pockets, LS&CO. sewing machine operators hand-paint it on each pair!
Levi’s® comes to Europe
1959
Levi’s® jeans are exhibited at the ”American
Fashion Industries Presentation” in Moscow.
The company begins exporting garments to Europe.
The word Jeans originates from the style of pants worn by sailors who sailed from the port of Genoa in Italy – from “Genes”.
Levi’s® Red Tab®
1971
The word ”Levi’s® ” on the red Tab is now stitched with a small ”e”.
Levi Strauss Japan is established.
The cover of Rolling Stones’ album ”Sticky Fingers”, designed by Andy Warhol, shows Mick Jagger wearing zip fly Levi’s® jeans. The first edition of the covers uses a real zip!
Levi’s® 501®
1984
Official outfitter of the U.S. Olympic Team.
Bruce Springsteen wears a pair of 501® jeans on the cover of the ”Born in The USA” album.
Bob Haas, a great-grand nephew of Levi Strauss, becomes President and Chief Executive Officer of Levi Strauss & Co..
BRAND INDUCTION - UNITED COLORS OF BENETTON
•A clothing group with a strong Italian character whose:
–Style
–Quality
–Passion
are clearly seen in its brands
•Luciano, Giuliana, Gilberto and Carlo Benetton, launched the activities of the Benetton Group in 1965
•Today it is present in 120 countries
•Approximately Euro 1.7billion turnover
•1960s – The idea of color
•1965 – The Benetton group is established
•1969 – Benetton beyond boundaries, first shop in Paris.
•1970s – A business model making the difference; unique, flexible and innovative
•1980s –Communication campaigns – known all over the world
•1990s – A Global company: around 110mn garments sold in 120 countries
•2000 – Grows with the market – a new network of megastores
•A clothing group with a strong Italian character whose:
–Style
–Quality
–Passion
are clearly seen in its brands
•Luciano, Giuliana, Gilberto and Carlo Benetton, launched the activities of the Benetton Group in 1965
•Today it is present in 120 countries
•Approximately Euro 1.7billion turnover
•1960s – The idea of color
•1965 – The Benetton group is established
•1969 – Benetton beyond boundaries, first shop in Paris.
•1970s – A business model making the difference; unique, flexible and innovative
•1980s –Communication campaigns – known all over the world
•1990s – A Global company: around 110mn garments sold in 120 countries
•2000 – Grows with the market – a new network of megastores
BRAND INDUCTION - FRENCH CONNECTION
•Founded in 1972 by Stephen Marks, French Connection, the edgy, attitudinal, high street British fashion brand set out to create well-designed and fashion-forward clothing with a quirky spin on design.
•With more than 1,500 outlets across 25 countries worldwide, French Connection is truly a global fashion brand.
•Brand Marketing India (BMI), the exclusive licensees for FCUK in India, introduced the brand to the Indian market at the Lakme Fashion Week in April 2007 .
•Founded in 1972 by Stephen Marks, French Connection, the edgy, attitudinal, high street British fashion brand set out to create well-designed and fashion-forward clothing with a quirky spin on design.
•With more than 1,500 outlets across 25 countries worldwide, French Connection is truly a global fashion brand.
•Brand Marketing India (BMI), the exclusive licensees for FCUK in India, introduced the brand to the Indian market at the Lakme Fashion Week in April 2007 .
Brand Induction - Calvin Klein Under wear
•In 1982, Calvin Klein altered the way the world viewed and bought men's underwear with the introduction of the First Designer Underwear.
•Once a utilitarian product, men’s underwear suddenly became an object of desire.
•Today, Calvin Klein Underwear is the largest Designer Underwear Brand in the World.
•Known for its iconic advertising campaigns featuring top models, celebrities, and newly discovered talent, Calvin Klein Underwear continues to evolve its reputation as the brand of choice for consumers who want sexy, fashionable, and comfortable underwear.
•In April 2007, Brand Marketing India launched Calvin Klein Underwear in India
•In 1982, Calvin Klein altered the way the world viewed and bought men's underwear with the introduction of the First Designer Underwear.
•Once a utilitarian product, men’s underwear suddenly became an object of desire.
•Today, Calvin Klein Underwear is the largest Designer Underwear Brand in the World.
•Known for its iconic advertising campaigns featuring top models, celebrities, and newly discovered talent, Calvin Klein Underwear continues to evolve its reputation as the brand of choice for consumers who want sexy, fashionable, and comfortable underwear.
•In April 2007, Brand Marketing India launched Calvin Klein Underwear in India
BRAND INDUCTION - Calvin Klein Jeans
•Calvin Klein was founded in 1968 when longtime, childhood friends Calvin Klein and Barry Schwartz opened a women's coat business. The small enterprise soon became one of the most successful and powerful brands in the world.
•With over US$7 billion in annual sales, Calvin Klein is the most frequently purchased brand in the world.
•In 1978, Calvin Klein launched the First Designer Jean brand. The legendary Brooke Shields advertising campaign, with its irresistible suggestion of sexiness, burned the company name and image into the world’s consciousness. Clean, minimalist, effortless styling with an element of edginess is the essence of the brand.
•In April 2007, Brand Marketing India (BMI) launched Calvin Klein Jeans in India. Within a span of 3 years, BMI has opened 26 points of sale.
•Calvin Klein was founded in 1968 when longtime, childhood friends Calvin Klein and Barry Schwartz opened a women's coat business. The small enterprise soon became one of the most successful and powerful brands in the world.
•With over US$7 billion in annual sales, Calvin Klein is the most frequently purchased brand in the world.
•In 1978, Calvin Klein launched the First Designer Jean brand. The legendary Brooke Shields advertising campaign, with its irresistible suggestion of sexiness, burned the company name and image into the world’s consciousness. Clean, minimalist, effortless styling with an element of edginess is the essence of the brand.
•In April 2007, Brand Marketing India (BMI) launched Calvin Klein Jeans in India. Within a span of 3 years, BMI has opened 26 points of sale.
Close the sale
Once you get the buying signals from the prospective customers,
immediately try and close the sales by asking:
•“Let me take these to the till for you.”
•“What would you like to take with you today?”
•“Will you be paying by cash or card?”
•“What else do you need today?”
CASHIERING:
•Make sure you carry the garments to the till
•The cashier must talk while making the bill.
•Hand over the bill and credit card with both hands
•The Fashion Associate will escort him to the door with a “THANK YOU”
•Please do visit us again.
Preparing for Trial Room Experience
•Keep the customer involved in the conversation while leading o the trial room.
•Have 2 sizes ready one small and one big incase it does not fit.
•Unbutton the shirt and hang it in the trail room, remove any packing material like clips and plastic collars.
•Make sure you handover ironed garments.
•Inform him your name and that you are waiting outside incase he needs assistance
•Put the belt in the trouser/jeans loops before placing in the trial room, helps in add on selling
Trial Room Experience
•Ask the customer “How do you like it? Or ask his companion (whoever is the decision maker)
•Suggest them to use the outside mirror which will give him lot of space to move and enough lighting.
•Make sure the hems of the trouser is turned and any measurements are taken for alteration at that time.
•Give the customer a pair of shoes to try on as he will be removing his shoes for wearing trousers. A good opportunity to sell footwear.
•Add on sale of any other accessory like shades or caps if need be as per the ensemble requirement.
•Make their experience engaging and fun. Be fast and efficient
Tuesday, September 14, 2010
Suggestive Selling
•Make suggestions only after offering to show
•Offer a higher value product if customer decides to buy.
•Suggest combinations, each with more than 2 layers helps to increase ATV
•Offer a top if customer buys jeans and vice versa.
•After shortlisting…
•Lead the customer to the trial room with garments and hang the garments in the trial room
Suggestive Selling
•Make suggestions only after offering to show
•Offer a higher value product if customer decides to buy.
•Suggest combinations, each with more than 2 layers helps to increase ATV
•Offer a top if customer buys jeans and vice versa.
•After shortlisting…
•Lead the customer to the trial room with garments and hang the garments in the trial room
Phrases to use while Approaching
Show confidence:
You must build the confidence by opening a sentence : “I am sure it will look good on you”
Personalize your greeting:
e.g: It’s been a while since you visited us.
Let me show you our latest collection
Welcome back, Mr. Kapoor.(Only when sure of customer name)
Respect your product:
Use both the hands to carry the outfit. Make sure you handle it carefully.
Keep the customer’s interest alive while fishing out the product. Talk about:
Texture: Let me show you this pair of jeans, I believe it will match very well with this delicate satin top
Colour: This bright mustard top will go very well with the forest green denim capris.
Fabric: Our designers have designed this linen/silk knitwear , this blend is not easy to manufacture technically and you will find it rarely.
Selling Skills :-
What is Selling ??
Selling is an art for a Fashion Consultant and it's a journey for a customer - HOW??
There are 5 broad selling Mantras :-
Welcome & Approach
•Welcome
•The Staff must welcome , greet, and smile
•Make eye contact.
•Make sure that customer is acknowledged with a smile by all within 30 secs.
•Maintain your positive attitude
•Approach
•Always approach the customer from the side – not head on / from back
•Start your approach at the point where you and your customer can see each other.
•Respect the customer’s comfort zone or personal space.
•Give him enough time to browse and feel comfortable.
•When a customer is looking at a product in his/her hands for more than 15 seconds.
•When a customer returns to the product that he/she was looking at after leaving the spot
What is Ensemble Selling ?
•Ensemble Selling module is to increase the customer's reliance on the brand and decrease the likelihood of the customer switching to a competitor.
•It is a Mix and Match strategy concept. Selling a complete outfit (ensemble) to a customer who has already signaled their intention to purchase a part of the ensemble
Why Ensemble Selling?
Objective
Quantitative
•Increase UPT
•Increase the Average Transaction Value
Qualitative
•To become a brand ambassador/fashion counselor rather than just a sales person.
•To understand various silhouettes available in store.
•To be able to use fashion lingo.
•To understand colour combinations.
•To understand the concept of layering while up selling
•To understand the Brand Image of each product category .
•To understand the relevance of trial time and trial room experience.
•To understand the right time to cross/ up sell while ensemble selling.
Ensemble Selling…..How?
•The key to effective ensemble selling is to understand the needs of your customers, and then tailoring your product offering to suit the need ,style of your customer based on colour, body types, fits and silhouettes
•Our cross sell models not only assess a customer’s propensity to buy a product but also helps you identify the right time to make the product offer and make him feel “happy” of his purchase.
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