Aniruddha Phukan
Bhardwaj
h14130@[Link]
h14174@[Link]
Asmita Joshi
Shubham
h14018@[Link]
XLRI, Jamshedpur
Scope of
Growth
Situation
Analysis
Market Size
201
4
Ap
p
e l ar
8%
Organized
retail 132$b
Ap
pa
r
el
33
%
E-tailing
32$b
Apparel Market in Rs Cr.
Total Market size
Men's market size
470000
288800
2010
117000
115840
2015
Fema
Male
le
Tops/Shirts 12% 45%
Intimates 24% 10%
Traditional 25% 2%
Bottoms
4% 18%
Skirts/Dress
17% N/A
es
Socks
4%
7%
Denim
3%
7%
Jeans
Outwear
5&
3%
Athleticwea
1%
2%
Growing
r
Other
6% Organiz
6%
Building
relationsh
ip
Further
Scope of
study
Understanding the Indian
consumer
Factors that influence Indian consumers
clothing purchase
2020
Total retail
1100$b
Organize
d retail
46$b
170900
72740
64940
Advertisin
g&
Campaign
Indian apparel wardrobe
Total retail
525$b
E-tailing
2.3$b
Strategy
for growth
Consumer
Insight
202280
176860
2020
ed Retail
Increasin
g
Disposab
le
Income
Primary
Drivers
for
Market
Growth
Increasin
g Online
Retail
Appar
el
Marke
t
Increase
Increase
in
in
number
of
of
working
working
Increasing
Increasing
presence
presence
of
of
Internation
al
al Brands
Brands
Increasing
Increasing
fashion
fashion
consciousne
consciousne
ss
ss and
and
aspiration
aspiration
levels
levels
Color
Seconda
ry
Style
Quality
Environmen
t friendly
Finish
Cleaning
requireme
nt
Durabili
ty
Performan
ce
features
Fiber
content
Brand
Name
Price
Country
of origin
Endorseme
nt
Situation
Analysis
Scope of
Growth
Consumer
Insight
Strategy
for growth
Advertisin
g&
Campaign
Building
relationsh
ip
24 Indian cities contribute around USD 21 billion to the retail market
Revenue from these 24 countries is 56% of total corporatized retail
and 30% of the overall retail market
With real estate cost going up, companies are movies to new cities
like Indore, Bhopal, Kerala, Jaipur to establish their campuses
Most of these cities has high potential for growth and an untapped
market.
Global Retail development Index by
Further
Scope of
study
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
45%
11%
TierII &
below
Tier I(16)
Mini
metro(6)
Metro(3)
29%
15%
ATKearney
1
Market
Market
Change
Ran
Countr
Time
GRDI
Year
Attractiven
saturatio
in
k
y risk
pressure Score
ess
n
Rank
201
20
26.4
39
72.3
43.4
45.3
-6
4
201
International
will be
in their55expansion
in India because of the High
14
36.8brand
59.4
63.3slow 60.6
-9
3
real
estate cost and growth Brazil and china in other markets
201
5of the31
66.7
87.9
60.8
Most
brands
which57.6
are entering
the market
are entering through E-retail
2
platform
E-retail is the most attractive destination for International brand for increasing
their brand awareness with low investment.
Branded apparels penetration is highest in Men's formal wear and women's
western wear
Scope of
Growth
Consumer
Insight
Because of the availability of
information Consumers are doing
more research before buying any
product
Loyalty of a customer for a brand
depends on the availability of best
designs, offers and satisfaction
from the service.
Strategy
for growth
Advertisin
g&
Campaign
Building
relationsh
ip
Further
Scope of
study
Females have significant
Customer wants companies to
influence in decision making
predict their requirement
while shopping
They prefer the brands which
Internet is primary source of
are suits their style and budget.
knowledge for them followed by
They expects surprise offers
magazine and newspaper
from the companies which are
relevant for them
Males and females dont have any significant
differences in their brand awareness, shopping
frequency and shopping expenditure
Frequency of males going for shopping with their
companions has increased over times and has
reached almost at par with that of females.
Attitude for
Branded
Male v\s
Female
Consumer
s
Situation
Analysis
Males are equally interested to go for shopping as
females along with they spend excess money
during shopping than their female counterparts.
Attitude of males towards clothing varies from that
of females
They prefer branded apparels because of the
creation of personality and status with the quality
and comfort they deliver
Factors found during measuring attitude of
consumers towards branded apparels are Intrinsic
Pleasure ,Prestige and Status
Intrinsic Pleasure included pleasure and
significance, in the same way, Prestige and Status
integrated status, impression and acceptance of
the branded product
Situation
Analysis
Scope of
Growth
Merge Online &
offline retail
Encourage your
customer to open an
online profile and
update the info about
them and their
shopping
Consumer
Insight
Strategy
for
Growth
Advertisin
g&
Campaign
Building
relationsh
ip
Focus
on
female Focus on new hires
from different college
customer,
female
by engaging with the
western
wear
mass recruiters of
category has the best
different industries
potential to grow
Further
Scope of
study
Actively engage
with the
professionals in
industry through
digital campaign
and corporate deals
The CLICKSnBRICKS scheme
Customer browses
online; reserves
preferred choice
(merging online and offline r
Store holds said
choice for 48 hours
Vouchers
Customer comes to
store for fittings and
final pickup
Coupons and
vouchers to be sold
at coupon sites like
Groupon and
Snapdeal
Vouchers to be
redeemable at
exclusive Van Heusen
retail outlets
Special vouchers for
first time Trendin
registrations and
Power Club members
These to be
redeemable at
[Link] and retail
outlets
Possibly buys retailexclusive items as
well
Vouchers given out at
retail outlets for
purchases above
certain limits
Situation
Analysis
Scope of
Growth
Consumer
Insight
Strategy
for growth
Advertisin
g&
Campaign
Building
relationsh
ip
Further
Scope of
study
Women
Advertisin
g
Advertise online
aggressively
Recruit Indian models
for ad campaigns
Indian professional
image helps improve
customer connection
Girls
Boys
women
Men
0
10
Bring in stalwarts of Indian
Advertise about the
corporate world as brand
legacy of brand Van
ambassadors and for ads
Heusen and its expertise
Few probables : Chandra
in quality & style
Encourage customer to
Cochchar, Avani Davda, Schauna
Chauhan, Naina Lal Kidwai, Dhiraj
update their expectations
Rajaram, Rahul Sharma, Sumeet
on their online profile
Arora Womens apparel
Brand ambassadors for this
Market
category to grow to 43%
segment to be chosen from
Segmentation
2013 2015 2020
Focus on the Female
corporate world as well
Encourage them to speak
Corporate Apparels
segment
about the brand on digital
15 20 25 30 35 40 45 50 Advertise aggressively
platform
Design a campaign in which customers will be
encouraged to upload a 25 sec video clip of their
ramp walk. Selected candidates will be given an
opportunity to participate in fashion Show.
Situation
Analysis
Scope of
Growth
Consumer
Insight
Strategy
for growth
Advertisin
g&
Campaign
Building
Relationsh
ip
Further
Scope of
study
Corporate Tie-ups
The Recruits Package
Develop a corporate discount package to
be provided to new recruits as part of their
induction process
<tentative> In the package, they are
given membership to the Power Club with
a few(15-20) points pre-added for their
first purchase.
The Regulars Package
Provide regular discount coupons to the
company for use as non-financial
incentives for its employees.
<tentative> Special (and package)
discount coupons (or specific apparel) as
prizes for in-house competitions/awards.
Finance Industry Tie-ups
Discount schemes to be offered
to new credit-card customers of
a bank (account holders)
Tier-based system; specific
number (or value) of purchases
entitle upgrade
Higher tiers offer higher
Transactions through the credit
card entail the user to
accumulate points
Points redeemable at Van
Heusen retail stores, like Power
Club users
Recruits
Situation
Analysis
Scope of
Growth
Several hundred
thousand fresh
graduates joining the
corporate world every
year
Tie-up with recruiters
to tap this potential
market
Consumer
Insight
Strategy
for growth
Advertisin
g&
Campaign
Provide them with a
package to open an
online account and give
them discount for their
first bulk purchase from
retail outlet
Building
relationsh
ip
Further
Scope of
study
Generates loyalty for the brand;
drives fresh consumer base to
the retail stores.
Discounts in the regular season,
and offset consumer purchasing
capacity for the end-of-season
sales.
Professional Grooming Workshops
Grooming workshops in
institutes by Van Heusen
Institute of Style
Target the placement season
Distribute vouchers at the end of
workshop
Invite best performers at workshop
to walk at the Van Heusen Fashion
Week
Situation
Analysis
Scope of
Growth
Consumer
Insight
Strategy
for growth
Advertisin
g&
Campaign
Building
relationsh
ip
Further
Scope of
study
Some of the segments in which we want to work in the second
stage of the competition:
Razorfish India has established a Social media/ digital command
centers for Madura garments. This digital command center will
be used for monitoring the social interaction of brands like Van
Heusen, Allen Solly, Peter England. We will be doing an extensive
to form a strategy which could be helpful to maximize the scope
of this digital command center
Investment in the retail shops in tier II & Tier III is necessary &
we would further like to research on the cities which has a
potential consumer base
We would further like to research on the culture of semi-formals
in offices
We would also like to do an extensive survey to find the
prospective new drivers of shopping for women and new
