INTRODUCTION

Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian
middle-class with an indigenous fashion retail format. Consistent with the times, the model
was of a discount fashion retailer. Post-acquisition by the Aditya Birla Group, significant
investments were made focused on store upgradation, expansion, deeper pan-India penetration,
portfolio enrichment, brand building and organisation processes to lay the foundation for its
future growth. The brand is now present in 155 Indian cities / towns retails over 200 brands in
308 fashion outlets with 4.0 Million sq. feet retail space . With continued focus on catering to
varied apparel and non‐apparel needs of Indian consumers in a modern retail environment,
Pantaloons has emerged as a strong brand in the fashion industry over the past two decades and
is making fashion accessible across the length and breadth of the country. Pantaloons.com is
the official online store for Pantaloons in India. It is also available on all other leading e-
commerce portals.

A family shopping destination that caters to everyone’s fashion needs, Pantaloons is constantly
innovating designs, concepts and products by infusing the latest styles in its offerings at
affordable prices. The range at Pantaloons includes kurtas, ethnic dresses, casual dresses and
trendy high and mid waist denims that can be paired with stylish tops. For men, Pantaloons
offers premium stretch indigos, attitude tees, trendy shirts & classic chinos. Collection for kids
ranges from sequin tees, tropical shorts & lace dresses.
Pantaloons enjoys a loyal customer base of 14.6 million (as of 31st March 2019), which is one
of the largest among apparel retailers in the country. It runs its own four-tier loyalty programme
called "Greencard".

The comprehensive marketing strategy of Pantaloons is a mix of traditional and new-age

Pantaloons follows a free from store layout. No specific pattern or structure is followed any
brand or any section can be placed anywhere but strategically. Like a store will have all the
women clothes only in women section and clothes of particular brand will arranged and kept
within the brand space of that particular brand . The arranging pattern is so that the clothes of
same type are put up together in different sizes so that the same clothes of all sizes are available
at a point of any brand. The outlet of Dahisar and seawoods are of single floor and share similar
type of layout as from the entrance the women’s section is towards left and men’s section
towards the right with kids section in the front. The Borivali store is a three floor store in which
the customer will find women clothes in the ground floor , kids section on the 1st floor and the
men’s section on 2nd floor and particular section cloth will be available in that particular floor.
No other section clothes the customer will find in different sections. All the three follow the
same strategy for keeping the clothes where they will make different blocks for different brand
so that no clothes are mix with any other. Trail rooms are situated at the best place and of good
numbers so that the customers don’t have to wait for their turn and are satisfied with services.
PROXIMITY

The law of proximity states that humans perceive stimuli that are close to each other by
grouping them and recognizing them as part of the same object. Meanwhile, stimuli that stand
far from one another are parts of two or more different objects.

In all the three retail outlets of Pantaloons i.e. ( Dahisar , Borivali And Seawoods ) mannequin
were kept and they all were put with the trendy and new arrivals to gain the customers attention.
These mannequin were kept at the entrance of all the three outlets now the proximity was
observed here as the customer were entering the store the first thing they were looking at were
these mannequin and now all these were of different style trend and fashion. Now whenever
the customer who comes and see these mannequins and the person found any of these of interest
that person use to notice that only even there were of different styles trends and fashion but the
focus was towards that particular clothes. Also when a customer who came prepared with a
mind set that the person wants that particular outfit then the person use to see that particular
dress only and use to neglect others even if the other clothes were in offers and discount. In
Dahisar mall a girl entered and noticed the one piece was then focused in only seeing the one
piece and didn’t paid intention to the other mannequin with crop tops and western outfits and
ended up buying the one piece. Similarly in the Borivali pantaloons a man visited the store
found Polo T-shirt of his interest and not paid attention to the round neck T-shirt and In
seawoods pantaloons a kid noticed a jacket noticed and was forcing to buy that particular jacket
and refuse to even try the other jacket. The Dahisar and seawoods store were of single floor
but the Borivali store was of 2nd floors and the men’s section was on 2nd floor so there were no
outfits present in the the ground floor except the mannequin where as in Dahisar and seawoods
store it was of only one floor so it was divided in two section left for women and right side for
Men so the proximity was more in these two outlets i.e. Dahisar and seawoods compared to the
Borivali outlet.
ABSOLUTE THRESHOLD

The absolute threshold is therefore the point at which a stimuli goes from undetectable to
detectable to our senses. An absolute threshold is the smallest detectable leave of a stimulus.

When a outlet assume or set a target of a particular number of footfall in the outlet for a
particular time being and it end up in at least half of the expected number then it is said that the
store has reached it’s absolute threshold. Now in case of these three outlets , the Borivali and
seawoods outlet were able to reach the absolute threshold where as the Dahisar outlet was not
able to meet the absolute threshold. The Dahisar outlet is located towards western express
highway and is the only single outlet there so the local area people and people residing near by
it only visit these outlet. But where as the Borivali outlet is located in front of the Borivali
railway station so there is the maximum footfall in that area for travelling also there is a market
in that and which makes the Borivali outlet to have a big footfall and this is only brand store in
that particular area for clothes. And the seawoods pantaloons is in the mall , It’s the one of the
big Mall of Navi Mumbai and both the Grand central and station is situated at the same place.
So the people of Navi Mumbai who are travelling by trains on regular basis and also people
who visit mall or want to go out for roaming sees the Grand central as the best place because
it’s a very big mall and have got all the top brands along with good food court and gaming
zone. Therefore all kind of people visit there and with all the top brands available the people
do visit these store to check the rates offer and discount and pantaloons with best offering and
good brand image is able to reach its absolute threshold. The footfall of these three outlets is
maximum in the seawoods outlet followed up by the Borivali outlet and very less in the Dahisar
outlets as it’s location and surrounding is the main reason of less footfall because the customers
need variety and like to check different outlets and have options in buying so the particular
customer wants to buy anything at the best price and quality.
DIFFRENTIAL THRESHOLD
The difference between two stimuli or between one level of a stimulus and another level of
that stimulus, where stimulus refers to something that causes a change in an organism.

The retail outlet in Borivali were the single brand store and therefore showcase was right in
front of the roads so there were able to attain more attention of the customers through the
differential threshold but where as the seawoods pantaloons store was inside the mall so the
people who visit through that area were only able to notice the difference as the mall is very
big. Now as the study was conducted in monsoon so initially all the pantaloons store use to
keep green background in their showcase but in monsoon Pantaloons came up with a sale called
as “ The Grand Fashion Sale” and they changed their green background with this red sales offer
background so the customers you are habitual of seeing the green do not pay of much attention
but with this change they were able to gain the attention of customer and with offer there was
increase in the footfall even in the season like monsoon. The Dahisar outlet have kept the
background red in the showcase and the daily traveller of this road are use to of the green
background but as soon it was replaced by the different background customer paid attention to
it and got aware about the sale offer . Similarly in case of the Borivali outlet as it only a two
lane road and the sky walk is in front of the outlet so there is a large audience with station and
market nearby. Borivali outlet they made a tent type of shed attached to their shop with the
POP – Display of the sales offer , so the pedestrian who were passing by and also the people
travelling by the public transport and by their own vehicles were directly having a look as it
was not before the monsoon and this way the Borivali outlet was able to create it’s differential
threshold. The seawoods outlet was at the corner of the Grand Central Mall and the mall is very
big and it was at the left corner so the visible range of this outlet was less compared to other so
the people who comes to that particular floor and near to the pantaloons only those people were
able to notice the differential threshold, still a mass number of people visit in seawoods mall
because of it’s offering and the store is able to have a good number of footfall and reach it’s
absolute threshold. The differential threshold was created the maximum by the Borivali outlet
followed up by the Dahisar and least in the seawoods Grand Central mall.