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Strategy 2016-10-22T09:14:49+00:00

Leveraging the Franchise

Through more coordinated use of brand assets and greater integration of its local organization, CATWALK has the opportunity to enhance consumer responsiveness and operate more efficiently and effectively. This potential lies in both the front end, on screen and back-of-house operations.

The front end comprises everything the consumer sees from products to marketing imagery to stores.

Omni channel presence is a boon and provides an opportunity to exploit brand essence effectively maintaining the brand values.

Key initiatives for 2014-15 include

  • Further reshaping the product pyramid CATWALK continues to create clear distinctions between its Category Mix. Within each category, CATWALK continued to contemporize the assortment, through further developments distinctively in sync with fashion.
  • Enhancing marketing: The continuous enhancement of marketing and PR functions is a key objective of CATWALK. In the year, brand has intensified efforts in the rapidly evolving digital arena through a reallocation of media spend and added dedicated human resources. With substantial communication, SS15 “Spring Bling” Campaign Catwalk has taken a quantum leap towards being the aspiration of fashion conscious, worldwide.

Fully Integrated Operations (Farm to Fork)

Catwalk has indulged itself to a level of fully integrated business operations. The sole target for the same is to bring efficiencies by purchasing resourcefully via fully backward integrated processes and selling competently by creating fully forward integrated processes.

Centrally, CATWALK WORLDWIDE continues to work on:

  • Focused collections Re-orientating design and merchandising toward more disciplined, style-efficient and balanced collections.
  • Replenishment: Developing a more extensive and responsive replenishment program, while evolving in-store visual merchandising and processes to support
  • Flow frequency Increasing the frequency of Fresh Fashion flowing
  • Flow frequency Increasing the frequency of Fresh Fashion flowing

Looking to the retail stores and selling points, CATWALK WORLDWIDE remains focused on:

  • Enhancing store productivity: Through concentration on operational activities, such as replenishment, planning, merchandising, fixture and visual, CATWALK continues to drive store productivity. In addition, CATWALK has developed and piloted a sales and service program which was implemented locally in retail stores through 2014-15.
  • Accelerating new store openings: In 2014-15, CATWALK continued on new store roll-out with greater zest and added 25% net new space added during the year. This included 80 Corner Stores – taking the store count to 423 as CATWALK looks to grow through Corner Businesses
  • Upgrading store image: CATWALK continues to renovate high profile locations with a brighter, modern aesthetic and more efficient and productive design concept

The Future:

  • The coming fiscal will see Catwalk going all out to establish its presence across the country via adding another 100 Corner Stores
  • CATWALK is looking at various avenues to tap the potential of the footwear category and the management has identified the Online Apps and Television route as a strong revenue source
[blockquote cite=”Asif Merchant, MD- Catwalk”] With the large scale expansion drives being carried out by major retailers across the country, Catwalk will be available at over 100 new locations[/blockquote]

 

Pursuing Operational Excellence

CATWALK WORLDWIDE continues to pursue its goal to be recognized as much for operational expertise as for product and marketing excellence.

Key initiatives for 2014-15 include:

  • Cost Efficiency & Profitability Program: CATWALK WORLDWIDE announced a Fully Integrated cost efficiency program delivering annual savings and underpinning profitability in 2014-15 and beyond –
    I) Consolidation to one mother DC
    II) Shutting down Non – Profitable stores & Corner Partners (Already identified 24 EBOs)
    III) Complete Backward Integration adapting stringent contractual manufacturing model
    IV) Launch of Catwalk WorldTM B2B portal for improved transparencies
    V) Modernize its supplier base exclusively by moving to fewer, larger, vertically integrated SEZ (Special Economy Zones) suppliers only
    VI) In talks with global fashion footwear brands to locally assemble and retail through Corner Stores & Online Channel
  • IT program implementation:
    I) Dream TeamTM to continue with its expansion via mobile apps and cloud technology for internal real time data
    II) Catwalk World TM B2B portal extension to all its manufacturing partners and cloud technology
  • Refined logistics operations:
    I) One mother DC for more than 450 outlets and equipped for next 3 years surge
    II) Cross-docking for all manufacturing activities

 

Advantage Catwalk

The brand understands the importance of its loyal customers and to nurture the same CATWALK WORLDWIDE carries out its loyalty program named as ‘Advantage Catwalk’. With exclusive offers and benefits the organization has built and leveraged 93,000+ loyal customers who help to generate over 15% business. Advantage Catwalk is the brand’s cornerstone for the marketing and communication exercises. It helps to optimize brand’s communication radius and to consistently offer premium brand association.