Lifestyle and Shopper's Stop maintained their leading positions in the India mixed retailers market in 2012 with nearly 20% market share each. Lifestyle and Shopper's Stop positioned themselves as department stores with both quality and quantity products. Both stores stock similar product categories namely apparel, footwear, children's wear and toys, furniture and home furnishing and beauty and personal care. They established themselves as trendy retail outlets with both domestic and international brands available in one location catering to both youth and older age groups.
The value growth in mixed retailers in 2012 was 19% in constant value terms which was stronger than the review period constant growth at 18%. The growth in sales was attributed to the growing preference of consumers to visit department stores, where one can buy more than apparels and have the option of variety of brands, including private labels.
Department stores in the forecast period will switch to larger store formats. This trend already started and will continue. Mixed retailing in India in 2012 was limited to department stores and these retailers are slowly moving towards large format stores. From the retailers point of view moving to a larger format will allow them to store a wider variety of products, brands, and price ranges and hence cater to a larger consumer base. Most of the department stores in India have shop in shop formats for beauty and personal care, footwear, accessories and toys and games for children. Larger format will allow these retailers to give more selling space to these categories as well as apparel.
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