Fabindia was founded in 1960 by John Bissell to provide employment to traditional Indian artisans by retailing handicrafts and textiles made in rural villages. The first Fabindia retail store opened in 1976 in New Delhi. Fabindia aims to develop new handcrafted products while maintaining fair relationships with producers and high quality standards. It offers a wide range of apparel, home goods, and other products at various price points to attract customers from all income levels. While growing, Fabindia must address supply chain issues and improve store merchandising and promotion through online sales to better compete in today's market.
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Fabindia was founded in 1960 by John Bissell to provide employment to traditional Indian artisans by retailing handicrafts and textiles made in rural villages. The first Fabindia retail store opened in 1976 in New Delhi. Fabindia aims to develop new handcrafted products while maintaining fair relationships with producers and high quality standards. It offers a wide range of apparel, home goods, and other products at various price points to attract customers from all income levels. While growing, Fabindia must address supply chain issues and improve store merchandising and promotion through online sales to better compete in today's market.
Fabindia was founded in 1960 by John Bissell to provide employment to traditional Indian artisans by retailing handicrafts and textiles made in rural villages. The first Fabindia retail store opened in 1976 in New Delhi. Fabindia aims to develop new handcrafted products while maintaining fair relationships with producers and high quality standards. It offers a wide range of apparel, home goods, and other products at various price points to attract customers from all income levels. While growing, Fabindia must address supply chain issues and improve store merchandising and promotion through online sales to better compete in today's market.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
Fabindia was founded in 1960 by John Bissell to provide employment to traditional Indian artisans by retailing handicrafts and textiles made in rural villages. The first Fabindia retail store opened in 1976 in New Delhi. Fabindia aims to develop new handcrafted products while maintaining fair relationships with producers and high quality standards. It offers a wide range of apparel, home goods, and other products at various price points to attract customers from all income levels. While growing, Fabindia must address supply chain issues and improve store merchandising and promotion through online sales to better compete in today's market.
Copyright:
Attribution Non-Commercial (BY-NC)
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Case Study
CONCEPT HISTORY Fabindia is an Indian chain of stores retailing ethnic products Fabindia was first started as a made by craftsmen from rural village-based industry by John India. Bissell in 1960. Bissell, previously working as a buyer for Macy's New York left his position and worked as a consultant for the Ford foundation where he was given a two-year grant to instruct Indian villagers in making goods for export. He firmly believed in the emerging Indian textile industry and was determined to showcase Indian handloom textiles with a way to provide employment to traditional artisans. The first retail store of Fabindia was opened in 1976 in New Delhi, India. TABLE OF CONTENT
In addition to making profits, our
aims are constant development of The four Ps of the company new hand-woven products; a fair equitable and helpful relationship with our producers and the maintenance of quality on which our SWOT analysis reputation rests. - John L. Bissel
Future Plans
Recommendations The 4 Ps of the Company
The P Fabindia’s Strategy How is it different from
others Products range from `200 Luxury brands like SIA PRICE to more than `2000. Décor do not have such Products for all range of variation thus have limited customers. customers. Word-of-mouth, the quality The money saved is utilized PROMOTION speaks. Recently got into in quality maintenance. High mobile marketing and customer satisfaction due to newspaper ads. good quality. Apparels, accessories, home No other Home product linen & furnishing, floor company in India has PRODUCTS covering and recently into promoted green organic food & ethnic consumerism again making jewellery. it customer’s hot choice. SWOT Analysis
1-Brand recognition, 2- Different categories
of stores. 3- In- House manufacturing. STRENGTHS
1-No specific promotion
2- Sourcing strategy skewed towards suppliers. WEAKNESSES
1-No specific promotion
2-Sourcing strategy skewed towards OPPORTUNITIES suppliers.
1-Substitute Producing THREATS Competitors, 2- Not in touch with current vogue. Future Plans
1-Leveraging the Organic Product Section.
2-National and International Expansion.
3-To reduce the number of defects such as bleeding of
colour, shrinkage etc. Recommendations
The number of stores has more than doubled in the last four years, it needs to consolidate its position and make sure that the supply chain problems are overcome.
The visual merchandising of the stores needs to be improved.
It needs to develop an online store and increase awareness about it.
REASONS FOR RECOMMENDATIONS
Fabindia is still using traditional ways to promote the product like
word-of-mouth, giving quality etc. But today, without using latest technology, one can never promote a business. THANK YOU
