MAX FASHION

Summer Internship Report

Submitted by
AMAL MURALI
(Register Number)
Under the guidance of
SIJIN T C

LEAD College of Management

Dhoni, Palakkad
August -2022
 DECLARATION

I affirm that the Internship Training report undertaken in “ MAX FASHION ” being
submitted is the original work carried out by me under the guidance of Mr. Sijin T.C. It has
not formed the part of any other project work / Internship report submitted for award of any
Degree or Diploma, either in this or any other University
 1. OVERVIEW OF THE COMPANY

Max is a fashion brand offering customers a one stop shop for clothing, accessories and
footwear needs for the entire family. Max, a part of $5 billion Dubai based Landmark Group,
has pioneered the concept of value fashion in India.

Max was launched in early 2004 in the Middle East. Over the past 11 years the brand has
grown to become the largest value fashion brand in the region. It currently has more than 300
stores across the across 16 countries viz. India, UAE, Saudi Arabia, Kuwait, Jordan, Bahrain,
Qatar, Oman, Turkey, Lebanon, Egypt, Yemen, Sudan, Nigeria, Libya and Tanzania. Max
inaugurated its first store in India in 2006.The business model includes a very strong in-house
private label working with an in-house team of designers. It plans to open 30 new outlets in
India annually.

Landmark Group is an Indian multinational conglomerate based in Dubai, UAE headed by

Micky Jagtiani, who is the Founder and Chairman of the company.[3] The group is involved
in retailing of apparel, footwear, consumer electronics, cosmetics & beauty products, home
improvement and baby products. The group also has interests in hospitality & leisure,
healthcare and mall management.

Founded in 1973 with a single store in Bahrain, the Landmark Group has successfully grown
into one of the largest and most successful retail organisations in the Middle East. An
international, diversified retail conglomerate that encourages entrepreneurship to consistently
deliver exceptional value, the Group operates over 1,200 outlets encompassing a retail
presence of over 18 million square feet across the GCC, Jordan, India, Egypt, Turkey,
Lebanon, Kenya, Sudan, Yemen, and Pakistan.

MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of value
fashion‘ in the country, thereby offering the discerning shopper a vast choice with
international fashion & quality. It offers apparel, footwear & accessories that are of the latest
fashion trends at a great price, making it affordable to many. Max has its own label
merchandise of in house designs and planned colour palettes for the season. Every season
Max introduces a fresh collection of international designs specially customized to the Indian
market. The brand adapts to the changing needs of the shopper every season and accordingly
introduces new designs, silhouettes & fabrics.

In India, MAX was established in the year 2006 with its first store in Indore. Now, Max has
around 105 stores across 45 cities with over 3500 employees

The store ambience offers an international shopping experience making shopping for the
entire family an absolute delight. Max focuses on strong visual elements at the store for
engaging customers while they are in store. The stores are designed for easy navigation with
distinct category display to facilitate customers in easily locating product they are looking
for.
 1.1 MISSION, VISION AND VALUES

MISSION

 Carefully listen
 Constantly adapt
 Always deliver

VISION

To be among the top three retail players in three of the Fastest growing retail markets in the
world (Middle East, India and China)

VALUES

 Passion for excellence

 Integrity in everything we do
 Empowering people to strive and deliver
 Adapting to change market and customer needs
 1.2 DEPARTMENTS AND ITS FUNCTIONS

1. Western Wear
2. Indian Wear
3. Kids Wear
4. Mens Wear
5. Footwear
6. Accessories

According to these department products are arrange in sub department. And these categories
are also helpful for the customer selection of the product.

1. Indian Wear

2. Women’s wear
a. Western wear
b. sleepwear

3. Kidswear
a. Infants
b. 2-8 years
c. 8-16 years

4. Footwear
a. Menswear
b. Womenswear
c. Kidswear
d. Hosiery items include socks and kids booties.

5. Accessories Section:
a. Fragnances
b. Ladies Bags
c. Necklace &Earrings
 d. Bands
e. Handkerchief
f. Kids Toys
g. Cap
h. Belts

THIRD PARTY BRANDS AVAILABLE IN MAX STORE

1. Aurelia
2. Peter England
3. Basics
4. Flying Machine
5. Sweety
6. Belle Blue
1.5. COMPETITOR ANALYSIS

WESTSIDE

Trent is a retail operations company established in 1998 that owns and manages a number of
retail chains in India. The company runs lifestyle chain Westside, one of India‘s largest and
fastest growing chains of lifestyle retail stores; Star Bazaar, a hypermarket chain; Landmark,
a books and music chain; and Fashion Yatra, a complete family fashion store. Westside is the
mainstay of the retailing business of Trent. It has a number of stores in India, which offer
clothes, footwear and accessories for men, women and children, along 29 with furnishings,
artifacts and a range of home accessories. Star Bazaar offers a wide choice of products,
including staple foods, beverages, health and beauty products, vegetables, fruits, dairy and
non-vegetarian products. Landmark has a range of over 100,000 titles in books and music,
and also stocks movies, toys, gift items and stationery. Fashion Yatra represents the stores
that bring quality fashion at low prices to value conscious customers in towns across India.
Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's
largest and fastest growing chains of retail stores.
PANTALOONS FASHION RETAIL

Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first
Pantaloons store was launched in Gariahat, Kolkata in 1997. Pantaloons was previously
controlled by the Future Group, but has now been taken over by Aditya Birla Fashion Retail
Limited (ABFRL).

SHOPPERS STOP

Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group, started
in the year 1991 with its first store in Andheri, Mumbai. Shoppers Stop Ltd has been
awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by
World Retail Congress at Barcelona, on April 10, 2008. Shoppers Stop is listed on the BSE.
As of 2013, Shoppers Stop has 73 stores in India. Shoppers Stop began by operating a chain
of department stores under the name Shoppers‘ Stop in India. Shoppers Stop has 74 stores
across 35 cities in India. Specifically, Shoppers Stop stores retails clothing, accessories,
handbags, shoes, jewelry, fragrances, cosmetics, health and beauty products, home furnishing
and decor products. Shoppers Stop launched its e-store with delivery across major cities in
India in 2008. The website retails all the products available at Shoppers Stop stores, including
apparel, cosmetics and accessories. Shoppers Stop opened stores in Amritsar, Bhopal and
Aurangabad.
 2. INDUSTRY ANALYSIS

The Indian retail sector can be broadly classified into:

A) FOOD RETAILERS

There are large number and variety of retailers in the food-retailing sector Traditional types
of retailers, who operate small single-outlet businesses mainly using family labour, dominate
this sector In comparison, super markets account for a small proportion of food sales in India
However the growth rate of super market sales has being significant in recent years because
greater numbers of higher income Indians prefer to shop at super markets due to higher
standards of hygiene and attractive ambience.

B) HEALTH & BEAUTY PRODUCTS

With growth in income levels, Indians have started spending more on health and beauty
products .Here also small, single-outlet retailers dominate the market .However in recent
years, a few retail chains specializing in these products have come into the market. Although
these retail chains account for only a small share of the total market their business is expected
to grow significantly in the future due to the growing quality consciousness of buyers for
these products .

C) CLOTHING & FOOTWEAR

Numerous clothing and footwear shops in shopping centers and markets operate all over
India Traditional outlets stock a limited range of cheap and popular items; in contrast,
modern clothing and footwear stores have modern products and attractive displays to lure
customers. However, with rapid urbanization, and changing patterns of consumer tastes and
preferences, it is unlikely that the traditional outlets will survive the test of time.

D) HOME FURNITURE & HOUSEHOLD GOODS

Small retailers again dominate this sector. Despite the large size of this market, very few
large and modern retailers have established specialized stores for these products. However
there is considerable potential for the entry or expansion of specialized retail chains in the
country.
E) DURABLE GOODS

The Indian durable goods sector has seen the entry of a large number of foreign companies
during the post liberalization period. A greater variety of consumer electronic items and
household appliances became available to the Indian customer. Intense competition among
companies to sell their brands provided a strong impetus to the growth for retailers doing
business in this sector.

F) LEISURE & PERSONAL GOODS

Increasing household incomes due to better economic opportunities have encouraged

consumer expenditure on leisure and personal goods in the country. There are specialized
retailers for each category of products (books, music products, etc.) in this sector. Another
prominent feature of this sector is popularity of franchising agreements between established
manufacturers and retailers.
2.2 SWOT ANALYSIS

SWOT analysis (alternatively SWOT matrix) is an acronym for strengths, weaknesses,

opportunities, and threats—and is a structured planning method that evaluates those four
elements of a project or business venture. A SWOT analysis can be carried out for a
company, product, place, industry, or person

STRENGTHS

 Value for money

 Wide varieties under a single roof
 Easy return policies
 Large number of loyal customers

WEAKNESSES

 Customer Service
 Store operations
 Advertising and lack of promotional offers

OPPORTUNITIES

 Untapped urban and rural population

 Strategic alliances and e commerce mergers.
 Better loyalty programs can be introduced

THREATS

 Competitors in multi brand outlets

 Quality parameters
2.3 PESTLE ANALYSIS

A PEST (Political, Economic, Social and Technological) analysis is a major part of the
environmental scanning section of strategic management and it is used by companies during
market research and strategic analysis. PEST analysis helps a business to understand various
macro environmental factors that they need to take into consideration when determining the
decline or growth of a particular market.

Political Aspects:

An Industry will not be able to gain success, good reputation and trust if it will not consider
legal and political sector as part of their strategy. Political and legal sectors include the needs
of the company to follow the given policies and regulations of the government in order to be
considered as legal and authorized business company. In this manner, industry should be able
to consider political and legal aspects so as to show that they value the policies and
regulations of the government in any of the business operations.

 Tax policy
 Employment laws
 Political stability
 Environmental regulations
 Trade and tariff restrictions

Economic Aspects:

It is important that apparel must also give enough attention to its economic stability. The
economic goal of a certain industry is like an axis in which other objectives or goals are
revolving. The economic factor involves the context in which an industry belongs, i.e. the
configuration of the competition in which a company operates the active demand of the
products, general economic condition of the nation or region, conditions in relation with other
industries, and the situation of the resource markets.

 Economic stability
 Economic growth
 Interest rates
  Inflation rates
 Exchange rates

Socio-cultural Aspects:

Society and culture is an important factor that must be given emphasis by any business,
specifically those who are operating in the global arena. It is important that the company must
operate in compliance with the social systems in order to gain good reputation and effective
public image. On the other hand, cultural aspects is equally essential, in order to understand
the various needs of different individuals that belongs to different cultures.

 Population growth rate

 Age distribution
 Career attitudes
 Consumer behaviour
 Religion and culture itself

Technological Aspects:

The complexities of achieving business success through increased efficiency, effectiveness

and competitiveness, combined with innovative applications of modern technology, has
heightened the awareness of both technology and business managers towards more
strategically oriented approaches for planning and management of any industry. Hence, it is
important that industry must be able to give consideration to the technological aspects.

 Distribution and communication channels

 Technology incentives
 Automation
 Rate of technological change
 Environmental and ecological aspect
 Barriers to entry
 Production level decisions
 Outsourcing