grad. ceremony ppt

7/27/2019 Grad. Ceremony Ppt

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E-Retail Vs Retail: Market Perspective forMen's Apparel Buying

Presented By: Neha Sharma1


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To provide qualitative insights to the Men's Apparels buyers in

e-retail industry through comparison of key market indices of

e-retail industry with that of retail (MBO Format) industry.

KEY METRICS OF COMPARISON:

Average MRP

Conversion Rate

Best selling brands

Sales distribution between top-wear and bottom-wear

OBJECTIVE

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PROJECT METHODOLOGY

DataCollection

Secondary Research to collect basic information of the apparelindustry and key indices of comparison.

Primary Research through questionnaires.150 male respondentswere chosen for survey,

DataAnalysis

Through statistical tools in MS Excel

DataValidation

Data validation by interviewing experts who have worked inmenswear category in both retail and e-retail industry.

Conclusions

Through comparison of data for e-retail with that of retail

Through expert review

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Jabong.com is a Rocket Internet venture.

Rocket Internet is fashion ecommerce business across several countries

under various names with leadership positions

- Zalando in Europe www.zalando.co.uk

- Dafiti in Brazil www.dafiti.com.br

- Lamoda in Russia www.lamoda.ru

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JABONG.COMONLINE RETAILING OF FASHION PRODUCTS


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VALUE CONTRIBUTORS IN MENS APPARELCategory Value

Contribution

(In Crores)

%Wise

Trouser 22210 33%

Shirt 26810 40%

T-Shirt 7850 12%

Suits,jackets and

blazers

10110 15%

This shows that shirts (40%) has maximum value contribution in menswear market,

followed by trousers(33%).

Trousers

33%

Shirt

40%

T-shirt

12%

Suits,Jacket

s & Blazers15%

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VOLUME CONTRIBUTORS IN MENS APPAREL

Category Volume

Contribution

(In Pcs )

% Wise

Trouser 25.1 crore 32%

Shirt 40.2crore 51%

T-Shirt 11.4 crore 14%

Suits, jackets

and blazers

2.1crore 3%

This shows that shirts(51%) has maximum value contribution in mens apparel market

Trouser32%

Shirt51%

T-shirt14%

Suits,Jackets andBlazers

3%

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MENS TROUSER MARKET 2012Compounded Annual Growth Rate -13 per cent.

Value Contribution, Volume Contribution and Average Selling Price of Mens

Trousers in Mens Apparel Market

Value Rs 22210 crore

Volume 25.1 crore pieces

Average SellingPrice

Rs.884.86

This shows that maximum consumers buy

menswear at Rs.884.86

Mens Trousers contribute 25% in

Menswear Market.

MenswearMarket

75%

MenswearTrouserMarket

25%

Source: http://www.business-standard.com/india/news/kittrouser-market-for-men-in-india-2008/329846/8


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MENS SHIRT MARKET 2012Compounded Annual Growth Rate -9 per cent.

Value Contribution, Volume Contribution and average Selling Price of

Mens Shirt in Mens Apparel Market

This shows that average selling price in

menswear is Rs.666.91

Mens Shirt Market contributes

29% in Menswear market.

MenswearMarket

71%

Men's

ShirtMarket

29%

Value Rs 26810 crore

Volume 40.2crore pieces

Average Selling Price Rs.666.91

Source:http://www.business-standard.com/india/news/kit-shirts-market-for-men-in-india-2008/330414/

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MENS T-SHIRT MARKET 2012Value Contribution, Volume Contribution and average Selling Price of

Mens T-Shirt in Mens Apparel Market

Value Rs 7850 crore





Mens t-shirt contributes 7% in menswear

market.

Menswear

Market

90%

Men's T-shirt

Market

10%

Source:http://www.businee-standard.com/india/news/kit-t-shirts-market-for-men-in-india-2008/330414/10


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MENS SUITS, JACKETS AND BLAZERS MARKET 2012Compounded Annual Growth Rate-16 per cent.

Value Contribution, Volume Contribution and average Selling Price of

Mens Suits, jackets and blazers in Mens Apparel Market

Value Rs 10,110 crore





Mens suits, jackets and blazers contribute 9%

in menswear market.

Menswear

Market

93%

Men's Suits, Jacket and blazersMarket

7%

Source:http://www.business-standard.comindia/news/kit-men%60s-suits-jacketsblazers-market-in-india-2008/331756/11


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PRODUCT PREFERENCE

Denims 15%

Ethnic Wear

1%

Trousers

1%

Shorts

7%

Shirts

16%

T-shirts are largest contributor to the

Menswear Product Category that are

purchased online (60%), Jeans/Denims

(15%), Shorts/3-4th (7%), Ethnic wear

(1%), Trousers (1%), and shirts and

other sub-category form (16%) ofproduct categories that are bought

online.

Wider range of options available on the

online stores (particularly of latest

designs and new brands), good deals andconvenience seem to be the main drivers

for online sales.

T-Shirts

60%

FIGURE:PRODUCT

PREFERENCEINFERENCE

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PREFERRED PRICE RANGEAlmost half of respondents have

purchased for goods in a range between

Rs. 1000-Rs.3000, followed by Rs. 500-

Rs. 1000 (40%), and 11% have

purchased products that cost them more

than Rs. 3000.

Seemingly, people are reluctant to make

high value purchases.

Rs.500-Rs.1000

40%

Rs.1000-Rs.3000

49%

More thanRs.3000

11%

FIGURE:PREFERRED PRICE RANGE INFERENCE14


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E-RETAIL VS. RETAILBased on the data collected, the following table shows comparison between retail and e-

retail market perspective ofMens Apparel Buying.

AVERAGE SELLING PRICE

0

100

200

300

400

500

600

700

800

900

Retail E-Retail

Rs.850

Rs.573.33

Average Selling Price

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FOCUS

CATEGORIES

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Trousers

33%

Shirt

40%

T-shirt

12%

Suits,Jacket& Blazers

15%

Denims

15%

Ethnic Wear

1%

Trousers1%

Shorts

7%

Shirts

16%

T-Shirts

60%


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KEY BRANDS

RETAIL

The key brands are selected after

interviewing experts.

UCB

Allen Solly

Adidas

Louis Philippe

Puma

E-RETAIL

These brands are arranged

according to the responses

collected through

Questionnaire survey.

Adidas

Puma

Spykar

UCB

Inkfruit

CONVERSION RATE Retail-20% of footfalls E-Retail-2% of website traffic

Source: http://www.businessweek.com/smallbiz/content/aug2009/s b20090831 392103 page 2.html17


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E-RETAIL VS. RETAIL : FINDINGSAverage Selling Price in retail is Rs.850 and in e-retail is Rs.556.67.

Conversion Rate in retail is 20% of footfalls and in e-retail is 2% of website

traffic.

The category in retail is shirts (40%) followed by trousers (33%) and in e-retail

it is t-shirts (60%), followed by shirts (16%).

The top-selling brands in retail are United Colors of Benetton, followed by Allen

solly and Louis Philippe whereas in E-retail the top-selling brand is Levis,

followed by Adidas. 18


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PRICE RANGE

Almost half of respondents prefer

to purchase t-shirt in a price range

between Rs.500-Rs.800, followed

by a price range below Rs.500

(39%). 11% of the respondents

prefer a t-shirt in a range of

Rs.800-Rs.1000 whereas the

remaining 3% fall under More

than Rs.1000. category.

More than Rs.1000

3%Rs.800-Rs.1000

11%

Below Rs.500

39%

Rs.500-Rs.800

47%

INFERENCEFIGURE: PREFERRED PRICE

RANGE 20


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BRAND

PUMA26%

UCB26%

ADIDAS18%

Fila18%

Inkfruit12%

The top 5 brands according

to survey are:

PumaUnited colors of Benetton

Adidas

Fila

Inkfruit

FIGURE: BRAND

PREFERENCEINFERENCE

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COLOR

The top five preferred colors

by respondents were:

Black

Blue

Grey

White

Green

FIGURE: COLOR

PREFERENCE

INFERENCE

Black32%

Blue27%

Grey24%

White9%

Green8%

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TYPE OF T-SHIRT

Hoodie Pullover

3%

Crew Neck

43%

V-Neck

24%

Hoodie Zipped

6%

Polo Neck

24%

Crew Neck t-shirts (43%) are the

most preferred type of t-shirt

followed by Polo Neck (24%) and

V-neck (24%).

FIGURE:STYLE OF T-SHIRT INFERENCE

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STYLE OF T-SHIRT

Printed52%

Striped

10%

Solids28%

Embroidered5%

Dyed5%

More than half of the respondents

prefer printed t-shirts followed by

solids (24%) and striped

(24%).Embroidered and dyed t-

shirts are comparatively less in

demand according to respondents of

the survey.

FIGURE: STYLE OF T-SHIRT INFERENCE

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TYPEOF PRINT

Cartoon

13%

Graphics

34%Photographs

5%

Slogans

24%

Art

24%

As we have seen that, more than

50% consumers prefer printed t-

shirts, so it is necessary to know

about the kind of print preferred

by consumers.

34% of the consumers like

graphics as a print, followed by

slogans (24%) and art prints

(24%).13% like cartoon prints and

5% prefer photographs as prints.

FIGURE: TYPE OF PRINT INFERENCE25


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SIZE

S

3%

M

51%L

23%

XL

23%

Medium size t-shirt is preferred by

51% of the respondents followed by

large size (23%) and extra large

size (23%).

FIGURE: SIZE

PREFERREDINFERENCE

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SLEEVES PREFERRED

87% of respondents prefer short

sleeve t-shirt whereas only 13%

prefer long sleeve t-shirt. None of

the respondent of the survey prefers

sleeveless t-shirt.

FIGURE: SLEEVES INFERENCE

Long Sleeve

13%

Short Sleeve

87%

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CATEGORY

80% of the respondents prefer casual

wear t-shirts, followed by sportswear

(15%) and work wear (5%).

FIGURE: CATEGORY INFERENCE

Sports wear, 15%Work wear,5%

Casual wear, 80%

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T-SHIRT ANALYSIS-JABONG TRENDTOP COLORS

BLACK28%

BLUE

27%

GREY18%

WHITE

18%

RED

9%

The top five preferred colors by

respondents were:

1. Black

2. Blue

3. Grey

4. White

5. Red

FIGURE:TOP COLORS INFERENCE

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TOP BRANDS

PUMA

32%

FILA

22%

UNITEDCOLORS OF

BENETTON22%

ANGRY BIRD11%

ADIDAS13%

The top brands according to

survey are:

1. Puma

2. United colors of Benetton

3. Fila

4. Adidas

5. Angry Bird

FIGURE:TOP BRANDS INFERENCE

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SIZE

M

37%

L

31%

XL18%

S

14%Medium size t-shirt is preferred by

37% of the respondents followed by

largesize (31%) and extra large size

(18%).

INFERENCEFIGURE: SIZE

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CATEGORY

CASUAL82%

FORMAL10%

SPORT &ADVENTURE

8%

82% of the respondents prefer casual

wear t-shirts, followed by formalwear

(10%) and sportswear (8%).

FIGURE: CATEGORY INFERENCE

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PRICE POINTS

62% of respondents prefer to

purchase t-shirt in a price range

below Rs.500; followed by a pricerange between Rs.500 to

Rs.800(22%),Rs.800Rs.1000

(11%) and above Rs.1000 (5%).

BELOW Rs.500

62%

Rs.500-Rs.80022%

Rs.800-Rs.1000

11%

AboveRs.1000

5%

FIGURE: PRICE POINTS INFERENCE

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CONSUMER TREND VS.JABONG TRENDCOLOR

BRANDS

BLACK28%

BLUE27%

GREY

18%

WHITE18%

RED9%

PUMA32%

FILA22%

UCB22%

ANGRYBIRD

11%

ADIDAS

13%

PUMA26%

UCB26%

Adidas

18%

Fila18%

Inkfruit12%

Black32%

Blue27%Grey

24%

White9%

Green8%

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CONSUMER TREND JABONG TREND

SIZE SS


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CATEGORY

PRICE POINTS

M37%

L31%

XL18%

14%

Casual82%

Formal

10%

Sport &adventure

8%

BELOWRs. 500

62%

Rs.500-Rs.800

22%

Rs.800-

Rs.100011%

Above

Rs.10005%

More than Rs.1000

3%

Rs.800-Rs.1000

11%

Rs.500-Rs.800

47%

Below Rs.500

39%

3%

M51%L

23%

XL23%

Casual wear, 80%

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Sports wear, 15% Work wear, 5%


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RECOMMENDATIONS

Based on the research so far, one sample buy plan for T-shirts was created to

encapsulate all the findings so far, some of which are highlighted below:

Casual wear graphic printed T-shirts constitute the majority of the online T-shirt

purchase

Customers mostly buy T-shirts between Rs.500- Rs.800.

Crew Neck short sleeved T-shirts are most popular

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CONCLUSION

Conclusions are derived through comparison of key market indices of

e-retail industry with that of retail industry and in order to provide

qualitative insights to

Men's Apparels buyers in e-retail industry

Buyers shifting from retail to e-retail industry, and, New-comers in the retail and e-retail industry which can help in taking

buying decisions

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SUGGESTIONS :-AFTER COMPARING JABONG.COM WITH OTHERE-RETAILING SITESTie-up with caf coffee day.- Dealsandyou.com.

Awareness by messaging consumers and giving them daily update,whats new, sales/discounts.- Fashionandyou.com.

Queries should be answered as soon as possible in order to build trust

among consumers and for that an online chat facility can be made

available on the website, so that consumers can ask about their queries.-lenskart.com

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Online Community-The following model shows the process of creating an

online community. -Inkfruit.com

Jabong.com

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To increase the visibility or reach of Jabong.com and to advertise theIPL T-shirts on Jabong website ,t-shirts can be named as Adidas Pune

Warriors T-shirts. Jabong.com

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