CHAPTER 1: OBJECTIVE AND METHODOLOGY

(This chapter contains the main objectives, methodology, data collection techniques,
scope and limitations for the project)

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1.1 PRIMARY OBJECTIVE
• The objective of the study is to understand the various procedures of the
organization and to gain practical experience.

SECONDARY OBJECTIVE
• The secondary objective is to study the brand to find out the reasons of decline
and provide solutions for the same.

1.2 RESEARCH DESIGN & METHODOLOGY

• Research Design – This study is an exploratory & conclusive study.
Exploratory studies are a valuable means of finding out ‘what is happening; to
seek new insights; to ask questions and to assess phenomena in a new light’
(Robson, 2002).

• Research approach – Applied research is performed in this project, it aims at

providing solution for an immediate problem for a business.

Study the kids wear industry  

Study the brand and understand its current position in the market  

Perform SWOT, PESTLE and understand the 4p's for Beebay and
highlight areas that need immediate attention.  
 

Visit competitor stores in Delhi NCR region and perform a

competitor analysis.
 

Creating an effective and attractive VM for the stores

 

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 Creating a network pipeline in order to generate business.
 

Developing brand collaterals such as the Look book for the upcoming
season (SS’19) and by creating a new website.
 

Understanding the merchandising and sampling process of the

organization in order to streamline and digitize the process for easy
handovers
 

Flow chart 1.1: Research Methodology

1.3 DATA COLLECTION TECHNIQUES:

Secondary Data:
• Textbooks
• Research Journals
• Research Papers
• Organizational documents

Primary Data:
• Visiting various departments and interacting with employees
• Various market visits to leading kids wear stores in Delhi-NCR region to gain
insight.
• Inspirations for VM taken from multiple kids wear stores in the Indian and
European market.

1.4 SCOPE OF THE STUDY:

The aim of this internship is to explore all the departments of the organization and to
see how everything is done practically. However the detailed study pertains to only
the merchandising, Visual merchandising and marketing department.
In the past few years Beebay has seen a decline in sales and has shut down multiple
store outlets. This project will entail a diagnostic study on the brand understanding its

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current positions in the market, reasons for decline and areas that require immediate
attention based on which solutions will be provided to change the brands position.

1.5 LIMITATIONS OF THE STUDY:

• Limited time coupled with the dynamic nature of the subject is considered as
one of the major limitation of the proposed study.
• Study of kids wear brands limited only to Delhi-NCR region.
• Limited access to organizational information.
• Money may limit certain things like more geographical coverage etc.

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 CHAPTER 2: LITERATURE REVIEW AND SECONDARY DATA

(This chapter contains Kids wear in India, about the group of companies, about
Beebay, its mission and vision)

  5  
2.1 KIDS WEAR IN INDIA  

India remains one of the most promising markets for apparel due to the ever
burgeoning economic activities and ever widening consumer base.
Out of the three categories in Indian Retail business one of the most growing and
profitable category is kids wear. The changing family income patterns and brand
consciousness of the children have affected the consumer brand choice and buying
behavior. (Banerjee, Pawar, 2014)
The Indian kids wear market in 2017 was estimated at Rs 66,904 crore accounting for
20 percent of total apparel market of the country. Kids wear is expected to grow at
CAGR of 8.1 percent to reach Rs 145,445 crore by 2027, whereas men’s wear and
women’s wear are expected to grow at relatively lesser CAGRs of 7.5 percent and 7.6
percent respectively.

Figure 2.1: KIDS WEAR MARKET IN INDIA

India has the world’s largest young population in the age group 0 to 14 years
accounting for 29 percent (337 million) of the total population. (IMAGES Business of
Fashion, 2018)
Without a doubt there have been many key factors determining the buying behavior of
consumers in the kids wear market as well as their perception towards upcoming and

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leading brands. It is observed that Price, Fitting, and Income Level of consumers are
significant factors. (Rajput, Kesharwani and Khanna, 2012)
It was also observed that four factors namely brand image, sales promotion offers,
design and store atmospheric were the primary factors affecting consumer preferences
for private level brands. Demographic factors namely occupation of the consumer and
social class of the consumer have no effect on the consumer behavior in choosing
private levels brands.
Children’s’ wear is divided into four large categories; practical, dressy, price
conscious and upscale. Practical clothes for daily living is the best selling category.
These clothes must be sturdy, relatively inexpensive, and easy to wash. (Banerjee,
Pawar, 2014)

2.2 INTRODUCTION TO THE ORGANIZATION

Group Companies include:

• Beebay Kids Apparels Pvt. Ltd. – The groups’ children’s apparel brand was
started in 2007 by the name of “Beebay”. The brand has grown rapidly
through its company owned stores, online platforms as well as overseas in US,
UK, Australia, EU etc. The company operates 5 stores in India. Beebay also
has its own office in the US and UK through its subsidiary – Beebay
International.

• Akriti Apparels Pvt. Ltd. – This is the apparel manufacturing division. It is a

recognized Garment Export House and ISO 9001:2001 Certified. The
company was a leading supplier to H&M and also works with Cubus, Joe
Fresh, Jojo Maman Bebe. Akriti Apparels has 3 manufacturing units and is
planning to add 2 more manufacturing locations in the next 2 years that will
double its capacity.

• Royal Datamatics Pvt. Ltd. (RDPL) – This is the IT services company.

Founded in 2000 the company works with leading brands in US to provide
digital marketing and creative services. RDPL also has its own specialized
ERP for the garment industry. It has over 150 customers spread across US,
UK, India and Bangladesh. The company has its own office in the US through
its subsidiary – RDPL USA. RDPL also launched its retail and warehouse

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 management solutions in 2012 and has been rapidly expanding in this vertical.

• Royal Ecommerce Solutions Pvt. Ltd. (RESPL) – This company specializes

in providing complete Ecommerce services for online retailers, including
technology, marketing and strategic planning and execution services. The
company has over 100 customers in Ecommerce space in US, UK and India..

• Akriti & ILFS Training Centre in Collaboration with Govt. of India in New
Delhi operational since 2012.

2.3 ABOUT BEEBAY

Beebay is an international kids wear brand recognized for its good quality, reasonable
prices and fashionable kids wear. It operates and sells in several countries and its
collection is recognized for its quality.
They began Retail Operations in 2007 with an aim to produce; source and retail
world-class kids wear. Supported by its sister concerns – Garment Export Division
operational since 1969 and IT software division since 1998. They commenced retail
operations in USA in June 2012 through online retail and sales distribution network.
Brand Beebay

Parent Company Beebay Kids Apparels Pvt. Ltd.

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/Slogan Fun: Adventure: Mischief

USP • Fashionable Kids wear

• International Quality Products &Variety

• More than 250 styles per season (0-12years)

• Creation of Original Designs/Prints/Styles

currently available in India & USA.

Table 2.2: ABOUT THE BRAND

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 STP

Segment Upper middle and upper class urban kids

Target Group Kids in the age group of 0-8 years

Positioning A complete fashion brand for the kids

Table 2.3 : STP

Competition

- H&M - USPA
- Zara - Chicco
- Children’s Place
- Mother care - Shoppers Stop
- Lifestyle - 612 League

Table 2.4: COMPETITION

2.4 HISTORY
• 1969: Entered garment exports first client C&A
• 1988: Started Export to H&M
• 1998: Started the IT-Software company (RDPL)
• 2000: Beebay registered as a Domestic Brand
• 2008: 2 Beebay Stores operational
• 2010: Teenage brand Bee-Young launched
• 2012: Training center commenced with ILFS collaboration with the support of
Indian Government. Beebay Online commences.
• 2014: 3 manufacturing units of Akriti.
• 2018: 5 Beebay stores operational, online presence on all leading, new look of
Beebay Kids online portal in progress.

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2.5 PRESENCE: It has a number of brick and mortar stores along with retail
presence online. Beebayonline.com started in 2010, growing steadily & convenient
for placing retail orders. It has a national presence with 5 company owned outlets and
all major online platforms like Myntra, Amazon, Snapdeal, etc. The brand serves the
US and European market through its office, warehousing facility and distribution
network in the US. They have an international retail presence in USA, UK and
Australia and plan on expanding to Europe form SS’19.

2.6 SOURCING: Currently 80% of the sourcing is done in-house and balance 20%
from different parts of India & Bangladesh.

2.7 VISION: To make Beebay a premium kids wear brand in the Indian and
International market simultaneously creating value for all our stakeholders.

2.8 MISSION: To have like-minded performance oriented members in our team to

realize our vision.

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 CHAPTER 3: PRIMARY DATA ANALYSIS
(This chapter contains an exploratory study on all the departments of the organization,
diagnostic study including the SWOT, 4 P’s, PESTLE, and Competitors analysis)

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3.1 PRODUCT MIX:
The product mix consists of the following two categories i.e. boys and girls in the age
group 0 to 8 years.
Girls (0-8 years)
• Tops and T-shirts
• Dresses
• Jumpsuits
• Dungarees
• Shorts and Skirts
• Joggers and Leggings
• Jackets and Sweatshirts

Boys (0-8 years)

• T-shirts and Shirts
• Dungarees
• Shorts and Trousers
• Joggers and Track pants
• Jackets and Sweaters
• Sweatshirts and Hoodies

3.2 INFRASTRUCTURE
• 1200 In – House Stitching Machines

One of the major assests of the company are the high quality foreign make Stitching
machines like Juki, Brother, High lead, Pegasus etc.

These machines are highly reliable and require less maintenance, which results in high

productivity and less maintenance cost. Company also has few computerized lock-

stitch Buttoning, Snap Fastener and manual Embroidery machines. Apart from this
sufficient machinery is held for highly technical jobs required for stitching work.

• 7 Multi head embroidery machines

Barudan Japan made computerized embroidery machines are another assest of the
company. They have fine quality embroidery and high production with these

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machines to meet challenging targets.

Option of using nine color threads and having hand look embroidery is another
specialty of these machines.

• Monthly capacity of 3,50,000 garments

Company has sufficient infrastructure to produce over 3,50,000 garments in a month

to meet the required targets well in time without compromising with quality.

3.3 DEPARTMENTS OF THE ORGANIZATION

3.3.1 Fabric Checking: In-House fabric checking machines are available to check

fabric for all types of defects. 4-point system is followed to check all incoming fabric

before processing.

3.3.2 Cutting, Embroidery & Stitching: Cutting Section is equipped with Band
Knife, Straight knife, end cutter, CAD Digitizer & Plotter Machines. Cutting is done
as per patterns and embroidery work is done before or after partial stitching as per
requirements.

3.3.3 Product Development Facility

Company has a full fledged product development Department having all necessary
equipment and highly qualified Merchandisers / Designers to develop any kind of
sample/product.

3.3.3.1 Design
The design team studies the trends, refers to WGSN forecast for creating new
designs.
The mood board is prepared and the color palette is decided for the season. Once
the dominating colors are selected the silhouette boards are prepare.
The designers give their inspiration pictures and comments using which, the in
house textile designer generates Prints/checks.

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 Figure 3.1: SWATCH CARD Figure 3.2: TECH PACK
Table 1: ABOUT THE Table 1: ABOUT THE
BRAND BRAND

If the   silhouette is a solid body then the designers

  check for the fabric in house
otherwise a swatch card with either a reference fabric cutting/pantone chip along with
sampling yardage as shown in fig. 3.2 is created and given to the fabric sourcing team.
Trims are also sourced by creating a similar swatch card.

3.3.3.2 Print development

All the prints/checks used in the garments are generated in-house and there are no
market picks. Once the head of the department has approved the final print a tech
pack as shown in figure 3.2 is created and given to the fabric sourcing team who
then get the fabrics printed since the dyeing and printing processes are outsourced.

3.3.3.3 In House Sampling

There are different phases of sampling. The first phase covers the development of
the initial concept or design idea through its approval by the Head of the Design
team.

The second phase covers the process following acceptance of the first prototype
sample and includes the functions of sourcing and ordering component, testing the
product and carry out trails once the finalized sample specifications have been
drawn up, the third and final phase commences. The phase includes a range of
activities that are carried out before large scale or bulk production capacity outside
the home producer/developers wherever this is applicable.

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 First phase of sampling
• Once the fabric is being sourced a sample is created with whatever fabric is
present in-house and the fit is tested in the dummy room.
• Once the sampling print arrives, comments are made on a swatch card as
shown in figure 3.3 if any changes are required otherwise a sample is created
with the sampling yardage. Samples are created for two ages: 4 years and 3-6
months.

Figure 3.3: COMMENTS CARD Figure 3.4: B/A WASH

   

Second phase of sampling

• Once the sample fit is approved, it goes for a quality check where the
following things are checked:
-Seam Slippage
-Pull test is conducted on the Trims
-Before wash and after wash sheets are created to check the shrinkage and a
final measurement sheet (M-sheet) as shown in fig. 3.4 is created for the
garment.

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 • Once the garment measurement is finalized the master makes the pattern
manually and it goes for digitization on AutoCAD, which also tells us the
average fabric consumption for the garment. Grading is also done
simultaneously.
• Costing is done for the sample, which includes fabric and trim consumption,
CM and other overhead costs to come to a final cost price for the garment on
top of which a margin is added to give a final selling price.
Third phase of sampling
• Once the final sample is ready a tech pack is created with a checklist:

Figure 3.5: COST SHEET Figure 3.6: CHECK LIST

 
     

Figure 3.7: M-SHEET Figure 3.8: SPEC SHEET

    16    
 Figure 3.10: FABRIC CARD
 

Figure 3.9: COMMENT SHEET

 

Figure 3.11: MINI MARKER

Figure 3.12: APPROVED SAMPLE
 
 

Figure 3.13: SIGNED ORDER

SHEET
    17  
• Once all these documents are collected, the handover is given to the
production team who follows a similar procedure and create an initial size set. Once
the final size set is approved it goes into production on the production floor.

3.3.3.4 Technical/ QA
• The technical department checks the fit of the samples and does the risk
evaluation.
• All the samples are reviewed at all stages by the technical and the final
inspection if done by the QA team.

3.3.3.5 Sampling From Vendors

The productions of some boys wear articles are outsourced. For the vendors these
are the different types of samples that are created:

• Proto Sample

It is also known as a proto – type sample. Proto samples are made after receiving
the order sheets from the buyer. This is the first sample developed by a designer or
as per the artwork in the product development stage. The design and style of a
sample are communicated and the fit, color and fabric details are not being
considered.
• Fit Sample
Once the proto samples are approved, fit samples are developed. The fit sample is
made with actual measurement based on the original product and specification
sheets given by the buyer. Fit samples are considered as a very important factor in
sample development. The fit sample is inspected on a live model or a dress form to
verify the fit and feel of the garment.
• Size set

Once the proto sample and fit sample are approved, based on the pattern of the
approved sample the grading for the other sizes are done and then patterns for the
other sizes will be made. Size-set samples are sent to the buyer once the fitting is
approved in S-small, M-medium, L- large, XL-extra-large and other sizes as per
the requirement. Size-set samples are made to check the fit and workmanship of
each size. Mass cutting of mass production begins only after the final approval of
size set samples.

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 • Pre-production sample

The exporter manufactures pre-production sample with the actual fabric, trims, and
accessories once all the above samples are approved by the buyer. It is also called
as a pilot run sample. Pilot run is a trial run, which should be developed before
starting the bulk production. After a final approval is received on the pre-
production sample the actual production can proceed.
• Production sample

Once production is going on a few sample garments are taken out in the middle of
the production. The purpose of sending the production sample to the buyer when
production is on is for the buyer to inspect that the garments are being
manufactured as per the approval and decided specifications.

3.3.4 Quality And Testing

Testing facility: The in-house lab is equipped with the latest instruments procured

from ISO 9001 certified organizations. These are the list of instruments, which are
present in the laboratory.

Specialized equipment:

• Crock Meter: used for determining the colorfastness property due to rubbing
action.
• Laundero meter: used for determining the colorfastness property due to
washing.
• Light fastness tester: used for determining the colorfastness property due to
action of sunlight
• Top loading washing machine: used for determining the dimensional
stability and appearance tests after washing of fabrics and garments
• Front loading tumbler dryer: used for drying of fabrics and garments
• Beesley balance: used for finding out the yearn count of woven and knitted
fabrics
• PH meter: used to determine the PH of Value of woven and knitted fabrics
• Paramount color Matching cabinet: color evaluation being carried out in

  19  
 this color matching cabinet which has lights sources like ADL, CWF, Horizon,
UV, U30, TL83 and incandescent A.

3.3.4.1 Quality Assurance Process

Fabric: All the fabrics are checked in the laboratory for

• Weaving defects
• Holes
• Printing/dyeing defects
• Water/crease marks
• Count/construction
• Shrinkage
• Crocking (dry/wet)
• Appearance after wash (Garment 45 min. Cycle machine wash)

Trims: All trims are checked for durability and performance and are ensure for
compliance with care instructions. All trims are attached correctly using proper
attachment methods.

Cutting: CAD markers are set as per ratio required and width attained. Layering is
done on the basis of fabric weight / GSM and size / ratio. Each layer cut, is checked
for cutting consistency and records are maintained.

Stitching: In-line quality check are maintained at each level and the same are
followed religiously with regard to core aspects of stitching: - Needles - Threads -
Seams

Needle checking: The broken needle policy is followed with zero tolerance. All
records are maintained for the same. Needles are checked and replaced regularly in
order to avoid needle damage and over heating. Needles are compatible with the
fabric and thread to avoid seam quality problems. It is ensured that compatible
constructed fabrics are made with corresponding ball point/sharp point needles.

3.3.5 Washing & Finishing

Three garments of each size and of each dyelot of a particular color are run through a

  20  
45 min. machine wash cycle and thereafter checked for any washing discrepancy.
Each dyelot is run through a 15 min. washing cycle under supervision of washing
technician.

All the garments are given sufficient time to relax and dry thoroughly prior to
packing. Thread cutting, ironing, spotting and others finishing processes are done
under strict quality control measures.

Each finishing process is done under the supervision of a senior Q.A. and all the
garments go through 100% check. All the garments are passed through a metal
detecting machine.

100% garments are checked for:

• Correct labeling, hangtag positioning and carton marking.

• Off specs garments are corrected or removed.
• Correct ratio packing.
• Same dyelots within carton.
• Quantity checks in each carton as per the packing instruction.

Child Safety: Choking hazards: For children age 3 and under, anything that can pass
through a choke tube is strictly avoided. Garments with small parts as sequins, beads
etc. are labeled with “WARNING...CHOKING HAZARD”

Accessory items with sharp points and edges are not used on children garments.
Garments are ensured to be free from all residual skin irritants using a pH controlled
soap wash. Lead and formaldehyde contents are regularly checked through nominated
labs. Contentious checking of Button pulling strength, sequence is done as per the
buyer's requirement.

3.3.6 Finishing & Packing: All finishing activities like Hole/Buttoning, thread

cutting, washing, pressing, checking and Packing are done in-house up to the entire

satisfaction of the Buyers.

3.3.7 Disposal: Akriti Apparels has an in-house ETP plant for proper water treatment

& proper storage of washing chemicals along with their MSDS sheets.

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 3.3.8 Final Quality Inspection: All the packed garments are inspected 2.5 AQL
quality audit before forwarding goods to the buyer's Q.A. team. Records are
maintained for all these internal inspections.

3.4 DIAGNOSTIC STUDY: REASONS FOR DECLINE

§ In the recent past, Beebay had to shut down many of its brick and mortar
stores and they have come down to just 5 stores.

3.4.1 Internal Factors:

• No company strategy and no brand identity.
• Ease of communication without the fear of jeopardizing relations is absent in
family run businesses.
• Value addition is a challenge.
• Focus is diluted and risk-taking capacity is weak.
• Weak research and development, development only on the basis of feedback.
• Inexperienced employees.
• Loose connect and no integrations between various departments.
• Repeats are the buy in.

3.4.2 External Factors:

• Maintaining quality is a challenge with Tie-up contractors but can’t be
compromised since product is the strength.
• Major division in International and Domestic markets since domestic market is
weak.
3.4.3 Competitor Analysis (India Centric)
Competitor analysis done between renowned brands across India as shown in table
BASIS BEEBAY MOTHERCARE LITTLE ZARA H&M
KANGAROOS
PRODUCT - Quality and -Vibrant colors and -Creative print and -Stocks move -Casual style and
comfort at a trendy designs. modern silhouettes. fast in line with affordable.
reasonable price. -Product available -More boys the current -Product available
- Fashionable wear. for 0-8 years for oriented. global trends. for 0-8 years for
-Up to 200 styles both boys and -Product available both boys and
per season. girls. for 0-8 years for girls.
-Products available -More toddlers both boys and girls.

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 for 0-8 years for oriented.
both boys and girls.
PRICE Rs. 600-800 Rs. 800-1000 Rs. 500- 700 Rs. 1500-1700 Rs. 1200-1400
(approx.)
PLACE - Physical presence -Up to 200 stores -Up to 130 stores -Few physical -Few physical
in 5 stores in Delhi across the country. across the country. stores pan stores pan India.
NCR region. -Online presence -Online presence India offering -Online presence
-Online presence with their own with their own Kids with their own
with their own website along with website along with collection. website and
website along with presence in all presence in all -Online mobile collection.
presence in all leading sites in leading sites in presence with
leading sites in India. India. their own
India along with website and
few online mobile
platforms across collection.
USA and Europe.
PROMOTI -Promotion done by - Promotion done -High visibility due -Global brand -Global brand
ON online partners. by online partners to vast number of image, loyalty image, loyalty
-Active on all social and high visibility retail stores in programs, programs,
media platforms. due to vast number India. Fashion weeks, Fashion weeks,
of retail stores in -Social media social media social media
India. marketing. marketing. marketing.
-Loyalty programs,
fashion weeks and
social media
marketing.

Table 3.1: COMPETITOR ANALYSIS

3.4.4 ANALYSIS OF THE 4 P’S OF MARKETING

Product
§ The company takes pride in its product line and follows stringent quality
norms since it deals internationally.
§ They follow AQL system 2.5 for quality.
§ It does incorporate the latest global trends such as frills, layers, floral patterns
in its collection in kids wear as seen in international kids wear fashion weeks
and use various fashion forecasting tools such as WGSN while designing their
garment.

  23  
 § However, the brand does not market itself as ‘fashionable’, ‘in-style’ or trendy
hence there is no motivation for its target audience to purchase its product in
order to be stylish/fashionable.
Price
§ The products are priced reasonably and can be afforded by middle class and
upper middle class families.
§ On an average, a single outfit will cost around Rs.500
§ Hence, price of the product is not a hurdle/challenge.
Place
§ Beebay has physical presence in 5 cities.
§ As well as online presence in Amazon, Jabong, Myntra, Snapdeal, FirstCry
etc.
§ However, there is a need to increase visibility either through physical stores
or through strong online presence in order to sustain in the Indian market for
long term.
Promotion
§ Beebay has a sound distribution network in place maintaining its exports and
domestic retail simultaneously.
§ Beebay does keep up with the trends and provides good quality apparels at
reasonable prices but fails to market its product to create an image of their
brand the way parents want to see their children in.
§ It has very few brick and mortar stores and doesn’t have an updated website or
a loyalty program.
§ It relies on its online partners to offer discounts to their customers instead of
initiating these discounts themselves.
§ It showcases its collection in fashion weeks but does not release its collection
with a campaign or a video.
§ It does not offer consistent store aesthetics and does not offer a play area in its
retail outlets.

3.4.5 PESTLE ANALYSIS

Political
• Tax policy
• Wage regulations

  24  
 • Trading Laws
• Employability regulations
• Changing govt. policy on FDI.
• Consumer protection is very important. If Beebay fairly treats its consumer,
then they do not have to change their business practices to follow regulations.

Economic

• Unemployment
• Growing Inflation and borrowing Interest Rates
• GST Policy on apparels.
• Increase in borrowing interest rates will increase customer’s expenditure on
other more important aspects of life and they will tend to spend less on
clothing. This will be detrimental for Beebay.

Socio – cultural

• Demographics
• Lifestyle and fast fashion.
• Consumer Buying Behaviour
• If Beebay will create styles that suits lifestyle being followed in a certain area,
then they will attract more customers to buy their product.

Technological

• Availability of resources
• Marketing Tools
• Production
• For Beebay, it’s important to raise their appeal, and succeed through online
marketing tools. Social media and email marketing are one of the most
important tools to interact with existing and potential customers.

Legal

• Health & Safety regulations

• Copyrights

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 • Consumer protection
• Trade regulations
• Refund of state levies can improve the competitiveness of India’s export by
~1.5%
• Trade regulations have to complied with by Beebay to carry their trade
smoothly. They have to make sure that all procedures meet the statutory and
regulatory needs.

Environmental

• Sustainability
• Recycle
• Personal Ethics
• Strong impact of cotton crop on environment.

3.4.6 SWOT ANALYSIS

Strengths

• Product Appeal
• Affordable pricing
• The exclusive seasons collections makes the brand after-sought one in the kids
segment. In-house manufacturing.
• Good Financial position and TQM.
• No Debts, all assets are owned by the company.
• Large production capacity.
• Multi channel-Stores, wholesale and online
• Highly Experienced Owner-Operator
• Easy Credit facility and Plastic card revolution is increasing the purchasing
power.
• Family run business.

Weaknesses

• Predominance of unorganized sector in the kids wear segment.

  26  
 • High dependency on cotton for the product manufacturing is a major issue.
• Highly fragmented supply chain in the retail sector as a whole has led to
several losses, stock isn’t maintained.
• No proper promotions or updation of the website.
• Less focus on R & D

Opportunities

• Increasing organized retail space is a great opportunity for expansion in the

largely untapped Indian markets.
• Diversification into other product lines like sunglasses and footwear can help
the brand to build a complete lifestyle brand for kids
• Growing Fashion Conciousness
• Availability of higher level of Discretionary income with Parents and lesser
number of kids per couple
• Retail sector in rural India is almost untouched, presenting tremendous
opportunity.

Threats

• It is primarily an apparel brand. The government’s new tax policies on apparel

might increase the unit cost
• The major threat in this segment is that the consumer, the kid, is not the
influencer and the decision makers are parents, therefore, sale is solely
dependent on how much brand is able to influence the parents
• Increasing competition
• Changing govt. policy on FDI
• Price of land and Rentals are high while margins are very low.
• Trendy and Cheap Apparels imported from China.

  27  
 CHAPTER 4: FINDINGS AND SUGGESTIONS
(This chapter contains solutions based on the diagnostic study for VM of the store,
increasing the physical presence, developing brand collaterals and digitizing the
internal processes)

  28  
4.1 BEEBAY’S VM DISPLAY
On visiting the Beebay Store in DT Mega mall Gurgaon observations were made on
the existing VM and changes were suggested. In the figure 4.1 given below the initial
display of the store can be seen.

Figure 4.1: INITIAL DISPLAY OF BEEBAY

4.1.1 Initial Findings

 
Based on initial display these were the observations that were made:
• The window display of the store blocks the view of the store inside, and isn’t
attractive enough.
• The new logo hasn’t been displayed yet.
• The store layout is divided into 4 sections – Girls (0-2 years), Girls (2-8 years),
Boys (0-2 years), Boys (2-8 years) but there are no separate product ranges for
the different age groups which, resulted in displaying the same designs twice
just in a smaller size. This meant that the space optimization is not present.

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 • There is no segregation of products in the display, no concept of color
blocking is applied, no combinations are present and the garments are
displayed in a non-interactive manner. There are almost 200 designs displayed
in the store without a plan in a cluttered way, which is very overwhelming for
the customer.
• There is lack of signages in the store to create direction for the customer in the
store or inform them of the ongoing sale. There are no clear price
demarcations on display the prices are only available on the price tags on the
garments.
• The central area of the store is not being utilized optimally and sampling racks
are being used to display the garments in a very cluttered manner.
• The lighting of the store isn’t flattering and didn’t highlight the garments.

Based on the above observations a new layout is made and is being implemented in
the stores.

4.1.2 Key Factors Of The New Layout:

• Color blocking is applied and the garments are now displayed from dark to
light shades. The garments which were initially displayed in a cluttered
manner are now displayed with a frontal display are easily distinguishable.
There are clear demarcations that are made in the product ranges.
• The first section consists only of dresses, which are considered bestsellers of
Beebay.

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 Figure 4.2: THE VM BEFORE Figure 4.3: THE VM AFTER

• The main focus was to display the garments in such a way that it was more
  the customers and was displayed in   a way that it didn’t
interactive with
overwhelm the customers. The end goal was to achieve a minimalistic look
with clear visibility and vibrancy.
• A very important factor in kids wear is to provide combinations so that a
customer can easily pick and choose and it should attract them to buy more
garments, so most of the t-shirts/ shirts will be displayed along with their
matching bottoms.

Figure 4.4: THE VM BEFORE Figure 4.5: THE VM AFTER

• The central racks

  will be replaced by another fixture  such as a round table to
properly utilize space.

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 Figure 4.6: CENTRAL RACK

• More emphasis will be given to the   air conditioning, scent and music in the
store to maintain the atmosphere of the store.
• The new logo of the brand is now being replaced and will be displayed on the
entrance of the store.

4.1.3 Outcome Of These Changes:

• On the basis of the few changes that were done in the visual display, the sales
were tracked and there has been a 7% increase in sales in two weeks in the DT
Mega mall store since there was already footfall but they couldn’t tap into it.
More changes are being done in the display of the other 4 stores based on the
increase in sales and more focus will be given to VM display from the next
season.

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4.2 INCREASING PHYSICAL PRESENCE

4.2.1 Domestic Market

Beebay’s physical presence is limited to their 5 brand stores in the Delhi-NCR region.
A study was done to understand the prospective Multi Brand Outlets and online
portals that could be approached in order to generate business and a network pipeline
is created.
Here we studied which outlet is the best suited for Beebay in terms of matching the
brand identity and shortlisted the following domestic players that fit the image:
• Iconic Kids
• Lifestyle
• Shoppers Stop
• Central
• Kapsons
• FirstCry
• Ajio
• Next

The process followed was contacting the head buyers from these organizations using
linked-in and other personal contacts and dropping them mails introducing our brand
along with our brands story and look books for the upcoming seasons.
A regular and continuous follow up was required to fix a meeting and negotiate the
terms to create business for the organization.
Currently in the past one-month we closed 3 deals:
• The first one is for AJIO Marketplace that is being set up in 4 months with the
JIT model.
• Presence of Beebay in the 80 Premium Mahindra FirstCry stores with brand
like fox and carters coming SS’19 on outright model.
• Presence of Beebay in 3 locations with Iconic kids coming SS’19 on outright
model.

4.2.2 Outcome for domestic markets: A conversion rate of 37.5% was achieved for
the domestic market in one month.

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4.2.3 International Market
Other than just the physical stores, they are based in international markets like UK,
USA and Australia. They are currently present on Zulilly and manufacture for JOJO
Maman Bebe to name a few. They also have a partner based in UK so we are trying to
approach various international online portals to expand into Europe from SS’19 such
as:
• Zalando
• Tesco
• Trendyol
• Windelbar
• Nakiki
• Next
Currently there is no lead generation in the international sector but continuous follows
are still happening.

4.3 DEVELOPING BRAND COLLATORALS

4.3.1 Beebay’s Website
Brand collateral is the collection of media used to promote the brand and support the
sales and marketing of a product or service. It’s the tangible evidence of the brand,
designed congruent with the brands core values and personality.
The brand has recently been undergoing a lot of changes in order to change the brand
identity of Beebay.
A part of this process was creating the new website for the brand to enhance the sales
and to increase visibility for the brand. The Development of the website was being
outsourced so my role was to be a liaison between Beebay and Blue astral (Website
development agency). I was given the responsibility to solely manage the
development process and to provide them with all the data required which included:
• The deliverables
• The new logo
• Excel sheets and drop box links for the products to be available on the website
• Social media links
• The C-panel access,

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 • Banner content,
• Store details
• Shipping methods on all products and also free shipping conditions
• Extensions for CC AVENUE
• SMS GATEWAY
• All design changes and approvals

The development process for the new website is still ongoing and it will be launched
in 2 weeks.
4.3.2 Look book SS’19

A look book is a digital or printed document, which features your collection. The
look book serves as a communication and sales piece for your collection. Each
collection has its own look book. These help buyers decide if they want to pick you
up. They help convey the heart and soul of the brand and set the tone for specific
collections. They generally feature models and don't emphasize technical specs much
Hence creating the look book is an essential part of showcasing the brands collection.
Processes involved in creating the look book:
• Selecting the garments to be displayed in the look book.
• Once the final garments were shortlisted a layout was created for the look
book which included all the details starting from placement of garments on
each page, combinations of garments that would come together, age on which
we wanted to showcase the garment since we wanted to display diversity in
our product range and sizes, the poses that we wanted from the kids.
• Once the layout was finalized models were shortlisted and garments were
made in their sizes. We got the chest and the waist measurements for the
models and developed 60 samples in 4 days.
• The photo shoot was then organized in a studio that we hired. Once the shoot
was finished we had to shortlist 30 photos that went into the look book from a
sea of 1500 pictures that were taken that day.
• After shortlisting the pictures it took us 2 days more to edit and place the
pictures in the layout that was created. The look book was created on IN-
Design, lot of design element were added that matched the brand identity.
• Here is a glimpse of the look book:

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 Figure 4.7: GLIMSPES OF THE LOOKBOOK SS’19

 
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4.4 STREAMLINING INTER-DEPARTMENTAL PROCESSES AND
DIGITIZING THEM.
On working closely with all the departments I understood all the processes that were
followed.
There were clear checklists, step-by-step processes to be followed right from the
design stage up to the production stage but still there were communication gaps and
lack of accountability.
There were slipups because a lot of the communication was verbal and mix-ups were
happening, so excel sheets were made on G-suite of the organization, which could be
accessed by the team members involved in the task and the Head of the department.
One example of these sheets is:

Figure 4.8: PROCESS SHEET

  were not miscommunication because

4.4.1 Outcome: This enforced that there
everything was digitized and also the accountability increased because now the head
of the department could point out where the delay was and take action the basis of
that. Clear deliverables and dates can be demarcated using these sheets. There is
written communication for future reference, which also helps in easier handovers.

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 CHAPTER 5: LEARNINGS
(This chapter contains the key learning’s during the internship divided into 4 sections:
Merchandising department, VM, Marketing department, Personal learning’s)

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5.1 KEY LEARNINGS ARE DIVIDED INTO 4 MAJOR SECTIONS:
• Merchandising
• VM
• Marketing
• Personal

5.1.1 Merchandising Department: While working with the merchandising

department the key learning was to work with fundamentally different people with
different orientations starting from the design department, to the quality testers, fabric
sourcing team going onto the tailors on the production floor.
Learnt about interdepartmental coordination and understood how fluid working of
every person affected the workflow of the organization.
Gained insight on both the employers and employees point of view and got the
opportunity to utilize the understanding into creating a system wherein it benefitted
both the parties creating balance and accountability on both the ends in turn
improving productivity and ensuring smoother workflow.
Learnt about the technicalities of production and understood the entire process of
creating a garment right from its inception where the designers got inspiration and
came up with a design up till the sampling was done and it went onto the production
floor.
Learnt how the prints were developed and how big of an advantage it was to have a
dedicated in house design team who could coordinate directly with the production to
ensure that everything went smoothly.
Worked with the costing team as well and understood the nuances of pricing your
product the right way. In a country like India where the customers are highly price
sensitive it is essential that you strive to provide the best possible quality in the least
possible price.

5.1.2 Visual Merchandising: Understood the applicability of all the principles of VM

that were taught to us in class.
Saw how important it was to plan the VM of the store because it is one of those things
where when its present the customers wont notice it but once it’s absent everyone will
notice and that will definitely affect your sales.

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Small things like the color of your banners/signages also make a difference. VM is a
way of showcasing how a brand wants to be perceived in the customer’s eyes.
Designing a VM is not merely a creative task but has a very quantitative approach to
it. We have to keep in mind how many designs can be showcased, how many designs
can be displayed on a single waterfall rod what is the area of the store and so on.
Keeping all this in mind we have to also see how can we optimally use all the space in
the store and how often the VM has to change.

5.1.3 Marketing:
Learnt how to negotiate and understood how to position your brand in such a way that
people are willing to buy from you.
The main task while in the marketing team was to generate business by contacting
various buyers from MBO’S like Iconic Kids, Lifestyle, Central etc. and learnt new
innovative ways how to get contacts of buyers and how to engage them when you
contact these buyers and convert it into business.
The key take away was that to convince any MBO that your product is worthy of
being present in their stores, you have to have enough conviction in your product and
brand to convince the buyer of another company.

5.1.4 Personal: There were a lot of personal learning’s during this internship with the
biggest one was learning how to manage people.
Learnt how to manage time and got an insight on how the industry works in real time.
Over all it was an extremely enriching experience, it was a real eye opener and I
appreciate all that I got to learn in a short span of 6 weeks.

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 BIBLIOGRAPHY

1. Beebay, G. (n.d.). Beebay Group. Retrieved july 29, 2018, from

www.beebayonline.com: http://www.beebayonline.com/ about/

2. Kothari,Vasant.(2016) necessity of kidswearsafety regulations for india:

viewpoint of retailers, Global Management Review.

3. Technopak. (2018). Retrieved July 29th, 2018, from www.technopak.com:

http://www.technopak.com/Files/kidswear-market-in-india.pdf

4. Bhattarai, K. Economic Growth and Development in India and SAARC

Countries. UK.

5. Orendorff, A. (2018, March 16). The Status of the Ecommerce Fashion

Industry: Statistics, Trends and Strategy. Retrieved July 29, 2018, from
www.shopify.com: https://www.shopify.com/enterprise/ecommerce-fashion-
industry

6. Statista. (2018). Retrieved July 29th, 2018, from www.statista.com:

https://www.statista.com/outlook/250/119/Kidswear/india#market-
globalRevenue

7. Kumar, Subas C. (1997), ‘Indian Kids wear Industry: Growth, Productivity

and Export Performance’, APH Publication, New Delhi.

8. Fiber2Fahion. (2018). Retrieved June 18th, 2018, from

www.fiber2fashion.com:https://www.fibre2fashion.com/industry-
article/7264/keeping-up-with-the-boom-in-the-kids-wear-segment--a-basic-
know-how

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