Fabindia

FASHION MERCHANDISING
Assignment 1

Submitted To: Submitted By: Archana Rani Das
Nethravathi T.S Christabel George
Nikita Jain
Sanaa Sharma

Table of Contents

1. Introduction

2. FabIndia Merchandise

2.1. Product Range 2.2. Fabric Used 2.3. Colors

3. Merchandising Mix

3.1. What is Merchandising Mix

3.2. FabIndia’s Merchandising Mix

3.3. Limelight: Women’s Apparel
4. Retailing Aspects
4.1 Visual Merchandising
4.2. Marketing & Innovation
4.3. Pricing
4.4 Competitors
5. The Road Ahead
6. Bibliography

1. INTRODUCTION

Fabindia is an Indian chain store retailing garments, furnishings, fabrics and ethnic products handmade by craftspeople across rural India. Established in 1960 by John Bissell, an American working for the Ford Foundation, New Delhi, Fabindia started out exporting home furnishings, before stepping into domestic retail in 1976, when it opened its first Fabindia retail store in Greater Kailash, New Delhi. Today, Fabindia has 169 retail stores across India, 3 stores in Mauritius, 2 stores in Dubai and 1 store each in Italy, Nepal and Singapore and is managed by his son, William Bissell.

Fig. 1. William Bissel

In 2008, Fabindia had a revenue of $65 million, marking an increase of 30% from the previous year. Fabindia sources its product from across India through 17 community-owned-companies; a certain percentage of the shares of which are held by artisans and craftpersons.
The products of Fabindia are mainly sourced from villages helping to provide and sustain rural employment in India. They are currently produced by over 40,000 artisans and craftspeople