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CATWALK
Presented By:Azita Irani (06) Rutuja Naik (10) Pranali Pote (12) Pranali Rane(13) Bahaar Virani (19)

Introduction
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Catwalk Worldwide Pvt Ltd (Catwalk), a leading footwear retailer and manufacturer, was founded in 1990. It is a privately owned company and is involved in the design, development, production and customisation of footwear for women. The company set up its first Catwalk store in Mumbai at Kemps Corner, a popular fashion area.

Contd...
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Apart from boutique stores, the company also operates in the shop-in-shop format. Catwalk launched its maiden shop-in-shop outlet in Pune in 2001 in association with Pyramid, and in Mumbai in 2002 at the Cross Road mall. In 2003, the company formed partnerships with Shoppers Stop and Pantaloons for retailing its products.

Vision & Mission

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Vision: To be the aspiration of fashion-conscious worldwide. Mission:To become a globally respected fashion brand through: Inspiring design: creating products that are at the cutting edge of fashion and drive trends Memorable experiences: to build associations and store experiences that carry the brand's fashion signature A culture of excellence: developed through strong brand values of integrity and service and a commitment to fashion Compelling marketing: Building strong emotional connections with consumers worldwide through

Target Customer
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The company retails its footwear under collections named as Teen, Chic, Formal, Comfort and Bridal. The companys target audience is in the age group of 18 to 40. It targets consumers within the income group of 5-20 lakhs and above.

Business Model
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Catwalks business model can be described as high volume-high margin. Its stand alone format enjoyed an annual footfall of 0.13 mn at its stores in FY09 of which almost 0.1 mn consumers made purchases. It operates in the specialty stores and departmental stores format as shop-in-shops where it generated an annual sale of 0.34 mn pairs during the above period across all partners.

Network
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Catwalk has a pan India presence with 53% of its total store area being located in western India alone. Catwalk has its stores in:Guwahati, Kolkata, Amritsar, Delhi, Indore, Noida, Ahmedabad, Vadodara, Pune and 3 stores in Mumbai. As a result of the above expansions, the total store count of Catwalk rose from 95 stores as on Dec 2007 to 125 in Dec 2010. The combined floor space of Catwalk stores rose from 20,781 sq ft during Dec 2007 to 22,365 sq ft in Dec 2010.

IT Infrastructure
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In order to reduce costs, develop its business and control and track its business operations, Catwalk has set up an IT department. Catwalk has developed its own ERP system, Retails Unlimited (RU) for its IT operation.

Loyalty Program
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Catwalk has introduced a loyalty program for its customers named Advantage Catwalk. The company generates more than 50% of its revenue from its loyalty program.

Tracking Repairs
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As an Advantage Catwalk member you will be able to track all your Catwalk pair given to the local Catwalk store for Repairs. To access the repair status link select Advantage from home page & sign into your account. Click on the Repairs link & enter your return slip number to get the status of your repair

Operations
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The Company has an in house production facility, which it acquired in 2006. This facility currently supports close to 20% of its total annual purchases. Catwalk is looking towards increasing its production capacity in order to enhance control on the quality and type of products manufactured. In order to consolidate its operations, rationalise costs and ensure greater control over logistics and inventory, the company has centralised its distribution system. Catwalk has two warehouses of 40,000 square feet one in Mumbai and the other at suburban Mumbai .

Expansion Plans
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Catwalks future plans include setting up 18 standalone stores covering an area of approximately 24,000 sq ft by 2012 with an estimated investment of Rs 40.3 mn. It also plans to open 137 shop-in-shop outlets covering an area of 21,750 sq ft and an investment of Rs 10 mn.

Shop-in-Shops
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Competitors
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Metro Lords Tashi Enroute Tresmode

SWOT
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STRENGTHS Easy availability of low cost of labour. Exposure to export markets. Comfortable availability of raw materials and other inputs. Presence of qualified leather technologists in the field.

WEAKNESSES Low level of labour productivity due to inadequate formal training / unskilled labour. Less number of organised product manufacturers Lack of modern finishing facilities for leather Highly unhygienic environment

SWOT
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OPPORTUNITIES Growing fashion consciousness globally Growing international and domestic markets. Use of modern technology

THREATS Entry of multinationals in domestic market Improving quality to adapt the stricter international standards. Fast changing fashion trends are difficult to adapt for the Indian leather industries

Visual Merchandising
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Footwear are displayed as followsEvening Casual Boots Corporate Wedding

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Conclusion
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Building strong emotional connections with consumers worldwide through fashion. Developed through strong brand values of integrity and service and a commitment to fashion Compelling marketing.

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