Apparel Merchandising
Mid Term Assignment
Submitted by :
Arya Deshmukh
Janhavi Madarkar
Kshthriya CA
What is Merchandising?
Merchandising is the process of acquiring goods and services and making them
available at the right place, at the right time, at right price and in the right quantity,
to get the target customer. It means buying and selling commodities for a profit. It
involves processes such as sourcing, assortment, pricing and communicating the
retailer's merchandise to the target customers. Merchandising deals with
showcasing the garment product in a way that it stimulates consumer desire for
purchasing the particular product.
Merchandiser and their role
A production merchandiser is a person who communicates with the buyer, and their
primary occupation is to accomplish the work according to the necessity of the customer
and dispatch the completed products to the buyer’s destination on time. He/she interacts
and coordinates different jobs.
Ensuring all products meet the specified testing parameters as laid down by the
customer.
Approval on fabric quality, color, shade banding, and also approval on trims.
Coordination between various departments for smooth execution and timely delivery
of orders.
Capacity planning for the season.
All communication throughout the order cycle from receipt of order to final shipping of
the goods. Costing negotiations.
Detailed production planning and monitoring (T and A calendar)
Approvals on fabrics and accessories.
Order tracking and monitoring ON TIME shipment status.
Monitoring material utilization for every order.
Brands (Skirt)
Introduction
H&M (Hennes & Mauritz) is a Swedish multinational fashion brand founded by Erling
Persson in 1947. It offers clothing, accessories, footwear, and home decor.
"The brand is known for its affordable and trendy fashion."
H&M has become a global leader in fast fashion, catering to diverse styles and
demographics.
The brand has collaborated with high-end designers and celebrities, including
Balmain, Versace, and Mugler.
Sustainability, inclusivity, affordability, innovation, and accessibility are the key
pillars of H&M's brand strategy.
Style :
Ankle Length Skirt : Overlock Detailed
Textured Skirt
Full Lenght Skirt : Sequined Mesh Skirt
Short Skirt Embroidered Tiered Skirt
Colours : Price & Size :
Black ₹299 to ₹15,000
Beige Range.
White XXS To XXL
Brown
SKIRT INFORMATION:
NAME : Overlock Detailed Textured
Skirt
PRICE : ₹1499
STYLE : Flared
WAIST : High Waist
FIT : Slim Fit
MANUFACTURED : China
MATERIAL COMPOSITION:
Elastane
Polyester
Recycled Polyester
SKIRT INFORMATION:
NAME : Embriodered tiered skirt
PRICE : ₹1999
STYLE : Flared
WAIST : Regular Waist
FIT : Regular Fit
MANUFACTURED : China
MATERIAL COMPOSITION:
Shell - Polyester
Lining - Cotton
75% recycled polyester
SKIRT INFORMATION:
NAME : Sequined Mesh skirt
PRICE : ₹2299
STYLE : Straight
WAIST : Low Waist
FIT : Slim Fit
MANUFACTURED : China
MATERIAL COMPOSITION:
Elastane
Shell - Polyester
Lining - Cotton
75% recycled polyester
Promotional Policies
H&M's promotional policies focus on affordability, sustainability, and trend-driven
marketing :
Layout : New collection comes 2 times in a week and layout is changed every
week.
Collaborations – High-profile partnerships with designers (e.g., Balmain, Versace)
and celebrities to create buzz.
Sales & Discounts – Seasonal sales, student discounts, and loyalty program
benefits.
Digital Marketing – Strong presence on social media, influencer collaborations,
and online ads.
Sustainability Initiatives – "Conscious Collection" and garment recycling programs
to promote eco-friendly fashion.
Promotional Policies
Wellness Collaboration:H&M Move partnered with Hale, a
leading breathwork center, to promote wellness through
breathwork practices.
Pre-Spring Capsule Collection: H&M Studio released a Pre-Spring
capsule focusing on transitional dressing, featuring sharp
tailoring and voluminous shapes
Merchandising and Campaign Planning Workshop:On February
5, 2025, H&M conducted a workshop at their Stockholm
headquarters, focusing on merchandising and campaign
planning, highlighting their strategic approach to market
engagement.
Influencer Collaborations:H&M India has engaged local
influencers to promote its products, aiming to connect with
regional audiences and reflect local fashion trends.
Styling
Styled with similar textured tops
Minimal makeup
Basic Heels
Introduction
Zara is a Spanish multinational fashion brand founded by Amancio Ortega in 1974. It
offers clothing, accessories, footwear, and home decor.
"The brand is known for its fast production cycles and trend-driven fashion."
Zara has become a global leader in fast fashion, catering to diverse styles and
demographics.
The brand has collaborated with renowned designers and celebrities, creating
exclusive collections.
Sustainability, innovation, affordability, speed, and accessibility are the key pillars
of Zara's brand strategy.
Style :
Short Length Skirt : Box Pleat Skirt
Asymmetrical Skirt : Satin Lace skirt
Straight Satin Midi Skirt
Colours : Price & Size :
Black ₹799 to ₹20,000
Beige Range.
White XXS To XXL
Brown
Green
SKIRT INFORMATION:
NAME : Box Pleat Skirt
PRICE : ₹2950
STYLE : Pleated
WAIST : High Waist
FIT : Slim Fit
MANUFACTURED : Cambodia
MATERIAL COMPOSITION:
Polyester
Viscose
Recycled Polyester
SKIRT INFORMATION:
NAME : Satin Lace Asymmetrical Skirt
PRICE : ₹ 4350
STYLE : Asymmetrical
WAIST : Mid Waist
MANUFACTURED : Cambodia
Colours : White, Black
MATERIAL COMPOSITION:
Polyester
Embellishment - Polyester, Polyamide.
Recycled Polyester
SKIRT INFORMATION:
NAME : Satin Full Length Skirt
PRICE : ₹2950
STYLE : Straight
WAIST : High Waist
Colours : Brown, Beige, Black, Green,
Maroon.
MANUFACTURED : Cambodia
MATERIAL COMPOSITION:
Polyester
Recycled Polyester
Styling
Styled with colourful tops
Minimal makeup
Basic Heels
Promotional Policies
Zara's Promotional Policies focus on speed, exclusivity, and trend-driven
marketing:
Layout – New collections arrive once a week, and store layouts are
updated frequently to enhance the shopping experience.
Collaborations – Limited-edition collections with renowned designers
and exclusive partnerships create hype.
Sales & Discounts – Zara follows a minimal discounting strategy, mainly
offering discounts during end-of-season sales.
Digital Marketing – Relies on organic brand appeal, social media
engagement, and a seamless online shopping experience rather than
heavy advertising.
Promotional Policies
Valentine's Day Sale: From February 6 to 14, 2025, Zara is offering up to
30% off on dresses, lingerie, and romantic-themed clothing, catering to
Valentine's Day shoppers.
Affiliate Program Launch: Zara has introduced an affiliate program in
India, offering up to a 4% commission on sales made through affiliate
links. This initiative aims to expand Zara's reach by partnering with local
marketers and influencers.
Global Campaign Featuring Indian Actor: Harsh Varrdhan Kapoor has
become the face of Zara Man's latest international campaign,
highlighting Zara's commitment to diversity and its connection to the
Indian market.
Introduction
Mango is a globally recognized Spanish fashion brand founded in 1984 by Isak Andic.
The brand offers women, men, and children a wide range of clothing, accessories,
and footwear.
Known for its modern, stylish designs that blend trendy and classic elements,
Mango delivers high-quality fashion .
Has a growing commitment to sustainability, the brand incorporates mostly with
eco-friendly materials and ethical production practices.
Mango continues to expand its global presence while collaborating with top
designers and influencers for exclusive collections.
Style :
Sequence maxi skirt
Embroided A-line skirt
Pleated A-line Skirt
Colours : Price & Size :
Black ₹4000-₹7000
Beige Range.
White XXS To XXL
Brown
Green
SKIRT INFORMATION:
NAME : Sequence maxi skirt
PRICE : ₹5,490
STYLE : Straight
WAIST : High Waist
FIT : Slim Fit
MANUFACTURED : Cambodia
MATERIAL COMPOSITION:
92% polyester, 8% elastane.
Lining: 100% polyester.
Sequin: 100% polyethylene terephthalate.
SKIRT INFORMATION:
NAME : Embroidered A-line skirt
PRICE : ₹4,790
STYLE : A-line Midi
WAIST : High Waist
FIT : Flowy relaxed
MANUFACTURED : Barcelona
MATERIAL
COMPOSITION:
Cotton - 90%
Linen - 10%
Embroidery- 100% cotton
SKIRT INFORMATION:
NAME : Pleated A-line skirt
PRICE : ₹4,090
STYLE : Midi
WAIST : High Waist
FIT : Flowy & relaxed
MANUFACTURED : Barcelona
MATERIAL
COMPOSITION:
100% polyester
Styling
Styled with neutral colours
Minimal makeup
Basic Heels
Promotional Policies
Mango’s promotional policy includes:
• Newsletter Discount: 10% off for new subscribers.
• Seasonal Sales: Discounts up to 70% during events like Black Friday and
Summer Sales.
• Price Adjustment Policy: Refunds the difference if an item goes on sale.
Refunds the price difference if an item goes on sale within 14 days of
purchase (only for the first markdown).
• ‘Likes’ Loyalty Program: Earn Likes on purchases and redeem them for
discounts (min. 1,000 Likes needed, max 50% off).
AI-Generated Campaign for Teen Line:Mango launched the
"Sunset Dream" collection for its Teen line, featuring a campaign
generated entirely using artificial intelligence. This initiative
underscores Mango's commitment to innovation and appeals to
a tech-savvy younger audience.
"From Barcelona with Love" Campaign:In April 2024, Mango
unveiled its summer campaign titled "From Barcelona with Love,"
featuring renowned Indian influencers Juhi Godambe, Shiv Shakti,
and Vagmita Singh. This campaign highlighted vibrant collections
and strengthened Mango's connection with the Indian market.
Collaboration with Save the Children:Mango partnered with Save
the Children to launch the "Goals" project, aiming to promote
education and sports among children and women in Bangladesh.
The initiative, supported by Mango ambassador Alexia Putellas,
reflects the brand's commitment to social responsibility and
community development.
Introduction
Lifestyle is a fashion retail store chain owned by Dubai-based Landmark Group.
Lifestyle's inventory consists of Indian and western apparels, footwear, handbags, beauty
products and fashion accessories for men, women, and children.
In India, Lifestyle International Ltd operates retail formats such as Lifestyle Stores, Home
Centre, Max Fashion, and Easybuy.
Lifestyle opened its first store in Chennai, Tamil Nadu, India in 1999.
Landmark Group's business in India, which started with the Lifestyle stores, has now
expanded to include Home Centre, Max, and Easybuy.
Style :
Printed Pencil skirt
Pleated mini Denim skirt
Textured midi skirt
Colours : Price & Size :
Denim ₹800- ₹3000 Range.
Pastel XS To XXL
green
white
Blue
SKIRT INFORMATION:
NAME : pencil skirt
PRICE : ₹1,299
STYLE : Pencil
WAIST : High Waist
FIT : Slim Fit
MANUFACTURED : BANGLORE, INDIA
MATERIAL COMPOSITION:
Polyester blend
SKIRT INFORMATION:
NAME : Pleated denim mini skirt
PRICE : ₹1,599
STYLE : mini denim skirt
WAIST : High Waist
FIT : Structured A-line
MANUFACTURED : BANGLORE, INDIA
MATERIAL COMPOSITION:
Denim
SKIRT INFORMATION:
NAME : Textured midi skirt
PRICE : ₹1,299
STYLE : textured midi skirt
WAIST : High Waist
FIT : Slim fit
MANUFACTURED : BANGLORE, INDIA
MATERIAL COMPOSITION:
Cotton blend
Styling
Styled with basic colours or the same
colours
Minimal makeup
Basic Heels and sneakers
Promotional Policies
Lifestyle, a leading Indian retail brand, uses various promotional strategies to boost
sales and customer engagement:
• Email Promotions: Customers receive offers and updates via email, with an
option to unsubscribe.
• Seasonal Sales & Discounts: Discounts are offered during festive and end-of-
season sales, advertised on their website and other channels.
• Loyalty Programs: Offer rewards for repeat customers.
• Social Media Engagement: Lifestyle engages customers on platforms like
Facebook,Instagram sharing promotions, new arrivals, and exclusive deals.
Store Revamp at Phoenix Palladium:
In December 2024, Lifestyle unveiled its newly
revamped store at Phoenix Palladium, Mumbai.
The redesigned space features a modern layout
and elevated design, aiming to provide customers
with an enhanced shopping experience.
Participation in the Great Lifestyle Brands
Awards 2025:
Lifestyle is participating in the afaqs! Great
Lifestyle Brands Awards 2025, an event
celebrating creativity and innovation in lifestyle
branding. This participation underscores
Lifestyle's commitment to excellence in the
fashion retail sector.
COMPARISON
Category H&M Zara Mango Lifestyle
Chic and fashion-forward Slim, tailored, and contemporary Versatile, balanced cuts for casual to
Trend-driven silhouettes, including
Silhouettes silhouettes, often tailored and cuts; some relaxed fits semi-formal wear
oversized, relaxed, and fitted styles
structured
Mid-range to high; usually slightly
Affordable, budget-friendly pricing Mid-range pricing, slightly higher Mid-range to affordable
Price more expensive than Zara or H&M
(₹799 - ₹7,999) than H&M (₹1,500 - ₹15,000) ₹800- ₹3000
₹4,000- ₹7,000
Offers a mix of relaxed, slim, and Focuses on tailored, slim, and Regular, slim, and relaxed fits Regular , slim and relaxed fits
Fits
oversized fits structured fits
Casual, everyday wear with a focus High-fashion, runway-inspired Modern, chic, and often Casual, functional, with a mix of trendy
Styling
on comfort and basics styling with a sophisticated edge incorporates European trends and classic styles
Uses cotton, polyester, and recycled Premium-feel fabrics like linen, Primarily natural fabrics like cotton, Synthetic blends, cotton, denim, and
Materials fabrics for affordability and viscose, wool blends, and high- wool, and linen, along with blends some seasonal fabrics
sustainability quality cotton
Category H&M Zara Mango Lifestyle
Wide variety of colors, including Predominantly neutral tones, earthy Earthy tones, pastels, neutrals, Bright colors, including vibrant seasonal
Colors
pastels, neutrals, and vibrant hues shades, and muted color palettes and some bold shades hues
SIZE XXS TO XXL XXS TO XXL XXS TO XXL XS TO XXL
Periodic sales, online discounts, Email promotions, seasonal discounts,
Frequent sales, discounts, and loyalty Limited discounts; focuses on and seasonal promotions. loyalty programs, and social media
Promotions
program benefits exclusivity and fast-moving inventory Small drops of collection every engagement
week . Collection changes only for festive or
seasons .
Price and Target Market Analysis
Premium Brands (Zara & Mango): Higher price points, focus on fashion-
forward designs, targeting professionals and trend-conscious shoppers.
Mid-Range Brand (H&M): Balance between affordability and style,
appealing to young adults and working professionals.
Budget Brand (Lifestyle): Affordable fashion for mass-market consumers,
featuring trendy yet accessible designs.
Merchandising Strategy Analysis
Zara:
Fast fashion strategy with frequent inventory turnover.
Premium material choices like satin and viscose for a high-street look.
Higher pricing due to brand positioning and European design influence.
Mango:
Focuses on sophisticated and elegant styling, suitable for formal and casual wear.
Uses premium yet sustainable fabrics to appeal to conscious buyers.
Relatively high price point with an emphasis on design aesthetics.
H&M:
Competitive pricing, leveraging mass production.
Balances trend-driven designs with basic wardrobe essentials.
Offers sustainable options like linen blends to attract eco-conscious consumers.
Lifestyle:
Targets budget-conscious consumers with affordable fashion.
Includes ethnic fusion styles to cater to a diverse Indian market.
Focus on seasonal trends and print-heavy designs.
Conclusion
This analysis highlights how different brands position their skirts in the apparel
market through pricing, fabric choices, and marketing strategies. Zara and Mango
cater to premium buyers, H&M balances affordability with trend-driven fashion,
while Lifestyle targets the budget segment with accessible designs. Merchandising
decisions in fabric selection, pricing, and branding define the unique customer
base for each brand, influencing purchasing behavior.
Bibliography
Store manager - H&M, ZARA , MANGO , LIFESTYLE
www.hm.com
www.zara.com
www.shop.mango.com
www.lifestylestore.com
https://www.passionateinmarketing.com
https://www.mangofashiongroup.com
https://dealsdekho.co.in/
https://www.textilesresources.com/
