Traditional Diffusion WearGroup-3

Ground Realities

Merchandise in the range of 10000 to 30000 sell the most among young girls.

Young girls demand vibrant and light embroidered suits

Brides to be purchase high end labels in single quantities but a major portion consists of mid-range merchandise

Customer takes a confirmed decision while purchasing high end designers and want to look around at all possible options.

Source: Manager, Carma, MalchaMarg

Our ConceptCollection Diffusion Wear

Multi-brand outlet

Innovative Design Merchandise

Merchandise width: Suits, Indo-western

Exclusive designs

Suited to Occasion wear

Price Range- Rs. 8000-Rs. 35000

Special Marketing Efforts

Promote Fresh Talent

Ethnic Wear Market

Ethnic wear is classic and maintains the essence of our culture.

More and more brands are contemporizing Indian wear to suit current requirements.

The current market of ethnic wear stands at Rs 31,000 crore and is projected to grow at 10% to reach Rs 45,000 crore in 2014.

2007 2008 2009 20140

5000

10000

15000

20000

9700 1020011700

18800

MARKET SHARE OF WOMEN ETHNIC WEAR

http://www.technopak.com/Perspective/vol4/Trends%20in

%20India's%20Domestic%20Fashion%20market.pdf 

http://www.write2kill.in/reports-editorials/fashion/236.html

Designer wear Industry Designer clothes are desired by one and all. However, customers shy

away from buying expensive designer clothes.Possessing designer clothes, shoes, bags, jackets and so on are no longer an area for celebrities only. The amount of glamour and style reflected in their clothes and dressing sense is now present with the masses, thanks to the increasing demand for designer clothes.

The numbers indicate that the Indian fashion market is huge, it is growing, it is vibrant. The rich are getting richer, and the number of the rich is also increasing at an alluring rate. India is the promised land for fashion and retail.

Designerwear in India today is no longer confined to the hardly-frequented boutiques – it is a Rs 1800 million industry segment. In another five years, this segment is poised to swell to Rs 10 billion.

http://www.indianchild.com/indian_fashion_designers.htm

http://www.write2kill.in/reports-editorials/fashion/236.html

Porter’s Five Forces • %age of people who aspire designer wear is growing • Large No. of competitors in the market• Increase in the awareness level of people• fashion conscious customer

Bargaining power of customers

• Great demand for designers• Easy to switch from one multi design outlet to another• Designers may charge a higher price as they become

famous.

Bargaining powers of suppliers

• Rip-offs, copiesThreats of substitute

products

• High Competition• New players may want to enter the market.Threats of new entrants

• Large number of retail outlets running with similar concepts

• These include Kimaya, Ogaan, Aza, Ensemble, Carma

Competitive rivalry in the industry

Political•Increase in FDI•Govt doesn’t recognize designer wear as an industry•Politics affecting labor reforms, shortage of killed labor and commodities inflation

Economic•Growth in Designer wear industry•Consumers having Rs.10 lakh plus, 3 lakh HH increase at 40-45%•Purchasing power increase

Social •More than 81% population below 45 years is fashion conscious.•Trends define the choice of consumers•Consumer acceptance and desirability.

Technological

•Comfort clothing most important clothing demand, Developments in comfortable apparels•Reminding consumer using SMS, Email

Pest Analysis

WEAKNESS

More emphasis on couture lineCaters to niche majorlyVery premium pricing

OPPORTUNITIESGo globalExpand product line(westernwear)

THREATSStiff competitionDesign comparisonRip off designs

COMPETITOR’S SWOT

Strategic MappingDesigner wear

Price

RYKA

KimayaOgaanCarma

EnsembleAza

ESTABLISHED : STRUGGLING

DESIGNERS8:2

MERCHANDISE WIDTH

SUITS, SAREES,

LEHENGAS, INDO

WESTERN

COLLECTIONS: HAUTE COUTURE,

PRET

MULTI- DESIGNER OUTLETS

MARKETED THROUGH

MAGAZINES

PRICE RANGERs.6500-300000

Existing Competitors

Consumer Profile of Competitors

Sonam Kapoor in Anamika Khanna

Kareena Kapoor and

Urmila Matondkar in Manish Malhotra

Shilpa Shetty In

Tarun Tahiliani

Client list:•Cross section of the India’s elite and fashion-forward.•It includes industry heads, CEO’s of leading companies and other stylish people from fields like art, film, fashion and glamour.

Proposed Segmentation

Demographics

Psychographics

Benefit

Usage

DEMOGRAPHIC PROFILE

AGE •18-30

GENDER •Females

EDUCATION•Well Educated•Aware

OCCUPATION•Students, Professionals

INCOME •6Lacs-10Lacs/Annum

ACTIVITIES

• Socializing, hanging out with friends in shopping malls & markets.

• Few of the consumers are working and spend most of their time working and with family.

INTERESTS

• Their priorities are working, fashion, movies, malls, friends, family, watching television, surfing the net

OPINIONS

• The consumer ranges from 18 to 30 years, hence, these young women may or may not have a strong opinion on various issues.

PSYCHOGRAPHIC PROFILE

QUALITY/DESIGN

USER STATUS

REGULARS

USAGE RATE

MEDIUM

VALUE FOR MONEY

SOCIAL BENEFIT

BENEFIT SEGMENTATION

USER SEGMENTATION

ACCORDING TO VALS:• These consumers are either “thinkers” and

“experiencers”.

SPECIAL MARKETING EFFORTS

Marketed as:A one stop shop for Traditional occasion wear dressing

Targeted to dressing the young

ADVERTISEMENT

•Tie up with fashion magazines targeting the same segment.•Publish yearly store magazine•Tie up with frequented places by the targeted group.•Designer of the month

PUBLIC RELATIONS• Fashion shows for new launches• Fashion parties and nights in honor of designer of

the month• Fashion stylists to help customers• Tie up with make up artists• Invitation cards• Thank you cards• Free gifts during festive seasons

SALES PROMOTION• Festive collections • Festive discounts• Gift certificates

PROSPECT DESIGNERSNAME BASE UNIQUE

PROPOSITIONMERCHANDIS

EPRICE

NALANDDA BHANDARI

MUMBAI STRONG SILHOUETTESEMPHASIS ON QUALITY, CUT AND FINISH

SUITSINDO-WESTERN

Rs.7000/- ONWARDS

GOPI VAID MUMBAI VIBRANCY OF COLOURSCOMB. OF NATURAL FABRICSVARIETY OF EMBROIDERYSTRONG ETHNIC AESTHETIC

SUITSINDO-WESTERN

Rs.10000/- ONWARDS

ESHAANI JAYASWAL

KOLKATA BROCADE APPLIQUESBEAUTIFULLY FINISHED STOLES

SUITSINDO-WESTERN

Rs.18000/- ONWARDS

NIDHI THOLIA

JAIPUR INSPIRED MY MUGHAL ERAUSP: GOTA PATTI

SUITS Rs.18000/- ONWARDS

NAME BASE UNIQUE PROPOSITION

MERCHANDISE

PRICE

KAMAALI NEW DELHI

DRAPES SUITSINDO WESTERN

Rs.25000/- ONWARDS

PREETI KAPOOR

NEW DELHI

CONTRAST COLORS

SUITS Rs.25000/- ONWARDS

CRIMSON MUMBAI STONES BAGSFOOTWEAR

Rs.1500/- ONWARDS

MALAGA MUMBAI SEMI-PRECIOUS STONES

BAGS

AASHMA JAIPUR LOAT WORK WITH BADLA STICHESSILVER DUNKA

SUITSINDO-WESTERN

Rs.20000/-ONWARDS

Value Proposition

Functional Occasion Wear

EmotionalValue For

MoneyExperience of

Service Provided

Self-Expressive Designer wear

WEAKNESS

Brand consciousChange in taste and preferencesNo reputed brand/designer name

OPPORTUNITIESGo globalExpand product lineEntering into other regions

THREATSStiff competitionDesign comparisonCost comparison

SWOT ANALYSIS-

RYKA

POP

Multi Brand Outlet

Designerwear

One stop Shop