Page 60 - DMGT550_RETAIL_MANAGEMENT

Unit 3: Types of Retailer

Notes
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Case Study Prateek Apparels-F-Square: An Introduction

-Square is value retail outlet from Bangalore based Prateek Apparels. It is a new
lifestyle experience for men. From clothing to accessories, it is the first of its kind
Fstore in India which is positioned as the ultimate fashion destination for men. It has
emerged as the country’s largest fashion value chain that targets youth and offers fashionable
clothing ranging from ` 100 to ` 799. This makes the price affordable to all the sectors of
the society. F-Square sells the company’s private labels without any big brands in its
product portfolio. It is famously called as local neighborhood family store. Unlike big box
retail formats which goes up to 70000 sq ft F-Square is a smaller format ranging 800-1000
sq ft. F-Square is present only in Karnataka and has made its presence feel among the
masses with its constant discounts and special offers. It’s interesting to note that one of the
top Kannada cinema actors Puneet Kumar is the brand ambassador for the F-Square brands.
F-Square is the concept from Prateek Apparels which is one of India’s largest design
companies with over 15 years of vast experience in delivering quality solutions for
domestic branded retail industry. Prateek Apparels is a popular name in the retail fashion
industry as it is one of the earliest organized players to offer integrated design, sourcing
and manufacturing services to domestic branded apparel industry. Prateek Apparels with
its 5 state of art manufacturing facilities employees over 3000 employees. The
manufacturing facility has an incredible capacity to produce over 6 million pieces per
annum. Prateek Apparels known for its exceptional quality and high manufacturing
capacity is the preferred vendor partner for most of the top national and international
brands in the country in addition to large format national chain retailers, discount stores
and hypermarkets.
Prateek Apparels Pvt. Ltd. Retail Division established in 2007 exclusively concentrates on
the value retail segment of the Indian market. Prateek Apparels has an admirable name in
the retail segment and currently operates 7 Coupon stores at the following locations
Bangalore, Chhattisgarh, Hyderabad, Calicut, and Faridabad and will be adding 2 more
during this fiscal. A full-fledged apparel manufacturing unit, begun in 1995, Prateek
Apparels now boasts of clientele of leading brands including Westside, John Players,
Levi’s, Dockers, Lee, Wrangler, Van Heusen, Cottons by Century among others. From
concept to design Prateek Apparels provides value-adds at every stage. Taking on a
comprehensive approach, the company’s services include brand research, fashion forecast,
brand communication, design and product development, merchandising client interface,
sourcing, production, planning and control, manufacturing and quality assurance. Coupon
stores were started with an exclusive idea of providing a wholesome shopping experience
to the entire family. Coupon stores are the large format stores (10000-45000 sq ft) capable
of housing over 200 national and international brands offering a discount of 10-60%
throughout the year. Coupon is hugely popular for its wide assortment and variety of
brands, departments, categories, and products altogether providing a complete family
shopping experience. With a view to further strengthen and to expand the horizons in the
value retail market, Prateek Apparels has launched the concept of small format value
fashion stores in 2009 under the name FSQUARE. While Coupon features well known
brands, F Square will only sell the company’s private labels and will be positioned as a
local neighborhood family store.

F-Square Brands
There are 4 brands which are available in the F-square outlets. The names of brands are
coined in such a way that it attracts especially the youths. The brands are: Contd....

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