understanding the gaps and developing an efficient...
TRANSCRIPT
UNDERSTANDING THE GAPS AND DEVELOPING AN EFFICIENT OPTION
PLAN FOR ALTO MODA MEN’S
RANGE FOR SS’16
JANUARY–APRIL 2015
SUBMITTED BY:
DIPTES SAHA
BATCH 2013-15
MASTERS OF FASHION MANAGEMENT
DEPARTMENT OF FASHION MANAGEMENT STUDIES
NATIONAL INSTITUTE OF FASHION TECHNOLOGY
MUMBAI
Acknowledgement
I would like to extend my gratitude to Mr. Pranab Barua(Chairman) of the company, who gave us the opportunity to do summer internship in Pantaloons Retail Ltd., Mumbai. I would also like to convey my gratitude to Mrs Nilima Rani Singh, Director, NIFT,Mumbai for providing us industrial exposure. It is my pleasure to mention the name of my college faculty for continuous support in completing the project, Miss. Lipi Chaudhury (Course Co-ordinator, MFM) & other faculty members particularly Mr. .Sushil Raturi (my mentor) for their encouragements. I pay my heartiest thanks to Mrs. Vaishali Dave (in HR Department) for giving us such a good opportunity to do summer internship in Pantaloons Retail Ltd. Mumbai. Also Iam thankful to my company mentor Mrs. Nikita Gupta (Buyer- Men’s wear Category) in Pantaloons Retail Ltd., who helped me with her valuable suggestions and gave constructive comments in reference to the subject matter. I would also like to acknowledge the support rendered by whole Men’s Wear team of
Pantaloons, who in spite of their busy schedule, gave immense help and co-operation, which was fruitful enough for my internship. Last but not the least, it’s my sincere duty to acknowledge my parents who kept on encouraging us in my endeavor to materialize this internship. Iam thankful to GOD for giving us the courage and determination for carrying out this project smoothly. Diptes Saha Master of Fashion Management NIFT, MUMBAI
Certificate
This is to certify that project entitled “Understanding the gaps and developing an efficient
option plan for Alto Moda men’s range for SS’16” submitted towards the partial fulfillment of
the degree project by Diptes Saha is his original work under my guidance and the result are
based on research done by him.
Prof. Sushil Raturi
Date: …..../……../……...
Place: NIFT, Mumbai
Declaration
I, Diptes Saha hereby declare that the project work entitled “Understanding the gaps and
developing an efficient option plan for Alto Moda men’s range for SS16”, Submitted to
National Institute of Fashion Technology, Mumbai, is record of original work done by me
under the guidance of Professor Sushil Raturi (National Institute of Fashion Technology,
Mumbai), and no part of the project has been copied from any other report or any other were
carried by someone else and this have been submitted for any other degree/award. However, any
material taken from any other published source has been suitably referred and acknowledged at
various places.
Date: 14th May 2014 Name: Diptes Saha Place: Mumbai Roll no: MUM 13 MM 09 Centre: Mumbai Batch: 2013-15
Content
1. COMPANY PROFILE……………………………………………………1
1.1. A BRIEF HISTORY………………………………………………….4
2. THE OBESITY SITUATION IN INDIA………………………………..12
3. THE PLUS SIZE MARKET IN INDIA…………………………………15
3.1.THE MAJOR COMPETITORS……………………………………..17
3.1.1. PLUSS……………………………………………………….17
3.1.2. ALL…………………………………………………………..18
3.1.3. XMEX………………………………………………………..19
3.1.4. LARGELY YOURS…………………………………………20
4. ALTO MODA OF PANTALOONS……………………………………..21
4.1.INTRODUCTION AND DESCRIPTION…………………………..21
5. LITERATURE REVIEW………………………………………………...23
6. PROJECT : DEVELOPMENT OF AN OPTION PLAN FOR
THE SS16 ALTO MODA MEN’S WEAR COLLECTION…………….28
6.1.INTRODUCTION …………………………………………………..28
6.2.OBJECTIVES………………………………………………………..28
6.3.DATA COLLECTION METHODOLOGY…………………………29
6.4.DATA ANALYSIS METHODOLOGY…………………………….29
7. DATA ANALYSIS RESULTS AND FINDINGS………………………31
7.1.DEMOGRAPHICAL STATISTICS OF THE CONSUMERS……...31
7.2.CUSTOMER BUYING BEHAVIOR ANALYSIS………………….33
7.3.ANALYSIS OF BUYING BEHAVIOR GARMENT TYPE………..41
7.4.CUSTOMER SUGGESTION TO THE BRAND……………………44
7.5.SUMMARY OF THE STORE STAFF AND MANAGER
INTERVIEWS………………………………………………………..45
7.6.SWOT ANALYSIS OF THE BRAND ALTO MODA……………...47
7.7.TOWS MATRIX OF THE BRAND ALTO MODA………...............51
8. SUGGESTIONS AND RECOMMENDATIONS ……………………….52
9. THE OPTION PLAN FOR SS16 ALTO MODA
MEN’S RANGE…....................................................................................55
9.1.DESCRIPTION………………………………………………………56
9.2.BENEFIT OF THIS OPTION PLAN………………………………...57
10. LEARNING OUTCOME…………………………………………………58
10.1. LEARNING AT A PROFESSIONAL
LEVEL……………………………………………..………….……….58
10.2. LEARNING AT A PERSONAL
LEVEL………………………………………………………...……….59
11. REFERENCES…………………………………………………………….60
Executive Summary
India at this point of time is facing a huge change in the sectors of fashion and retail. And this
change has a huge impact on the plus size apparel market of India too. According to various
reports the obesity in India is increasing due to various reasons and at the same times the demand
of plus size clothing. At this point of time it is estimated that India’s plus size market is still at a
nascent stage and the market value is estimated to be around 11,000 crore and growing at a
CAGR of 25%. So this huge chunk of market is a big opportunity for all the retailers out there .
The brand Alto Moda id the plus size brand under the parent brand Pantaloons which is a part of
the Aditya Birla Conglomerate. This opportunity is a huge opportunity for this brand to push
itself up in the market and to be the market leader of the same. With the economic and structural
back up it can easily achieve the same. Though the company is facing difficulties because of
different issues like internal weakness and competition from other players in the market.
The different other plus size brands like ALL, XMEX, PLUSS, Largely Yours etc are also in the
race to get as much as profit as they can. I did my internship with the men’s wear buying
category in Pantaloons and looking at the situation of the Men’s Alto Moda brand performance
in the market this project was taken up by me. The sole goal of this project was to study the plus
size consumer of India and the competitors. Then develop some suggestions for the brand and
also an Option Plan that would give a complete solution to the plus size consumers of India.
All the 7 Pantaloons store, all over Mumbai has been visited where almost 50 customers were
interviewed and around 20 store staff and department managers were interviewed. The data was
recorded and analyzed to find out the buying preference of the consumers and the weakness of
the brand both internal and external. Then the data was analyzed with the statistical tool SPSS to
find the patterns and based on those the final solution was developed.
At the conclusion an option plan was developed keeping the customer expectations in mind and a
group of suggestions were developed to avoid the internal problems. The suggestions were based
on various different strategic tools where the problems were plotted. The whole project was
demonstrated to the buying team for implication and execution and for future references.
Company Profile:
Pantaloons is one of the fastest growing lifestyle apparel retail destination in India constantly
innovating designs, concepts and products by infusing the latest trends in fashion and clothing
styles. A chain of stores for every Indian, Pantaloons has a repertoire of lifestyle brands to cater
to every consumer needs across multiple occasions. The warm and personalized service offered
by every store truly brings out the unique value proposition of the format.
Pantaloons was launched amidst much fanfare in Gariahat, Kolkata in 1997. Over the years, the
brand has undergone several transitions therefore re-inventing itself to bring forth compelling
trends and styles for men, women and kids. It started as a discount format, moving to a family
concept store and finally evolved into a fashion destination with a sharp focus on bringing the
latest in fashion.
Pantaloons retails over 200 brands which comprises a mix of exclusive brands, licensed brands,
international brands and more in apparel as well as accessories leaving the consumer spoilt for
choices. The greatest asset of Pantaloons is our exclusive brands that keep customers coming
back to our stores. What sets these brands apart is that each of the designs are crafted keeping the
consumer’s fashion sensibilities and fashion needs in mind.
Brands at Pantaloons
Pantaloons offers a wide range of brands for men, women and kids with choices across
categories including western wear, ethnic wear, formal wear, party wear, active wear and
accessories making it a one stop destination for all the fashion needs of the consumers.
The women’s section houses our exclusive brands that offer different collections for a wide
range of occasions:
Ethnic wear exclusive brands include the mix-n-match range by Rangmanch, fusion wear by
Akkriti and occasion wear by Trishaa.
Western wear exclusive brands include Ajile for the fitness conscious, trendy casual wear by
Honey, smart formals and evening wear by Annabelle.
The men’s section houses a plethora of options that includes our range of exclusive brands as
well as India’s favorite brands.
Western wear exclusive brands include edgy casuals by SF Jeans, preppy British sports inspired
collection by Byford, sports luxe by Ajile and party wear by F Factor.
Formal wear section offers a range of crisp and well tailored collection by popular international
brands like Van Heusen, Allen Solly, Peter England and Louis Philippe.
The kid’s section has something to offer for all age groups starting from 1 month old toddlers to
12 year old tweens. The portfolio of brands includes infant wear by Chirpie Pie, ethnic wear by
Akkriti, casual wear by Chalk and Poppers.
In an endeavor to meet the consumer’s ever-changing fashion needs, Pantaloons has
introduced new brands that include
Candies, New York, for young fashionistas who like to flaunt their style.
San Frisco Jeans Co, that offers the latest edgy styles in denim wear for young men and
women.
Byford, estd 1919 a British inspired sport lifestyle brand that offers polished preppy
collection.
Alto Moda, high fashion for plus sized people
Poppers, a bubbly ,cheerful kids wear brand for young boys and girls.
In addition to this vast range of brands, Pantaloons also has a well established repertoire of
partner brands such as Lombard, Bare Denim, Bare Leisure, JM Sport Classic, RIG, Turtle,
Spykar, Lee Cooper, 109F, AND, Chemistry, Global Desi, Biba, Giny&Jony and Barbie.
With a chain of 100 fashion stores across 47 cities and towns, Pantaloons is constantly extending
its footprint into the rest of modern India. It spans a retail space of 1.7 million square feet which
is amongst the largest in India.
Voted as ‘India’s Most Trusted Apparel Retail Brand’ in the prestigious Brand Equity Survey
2014, Pantaloons continues to nurture consumer trust and confidence.
Pantaloons is now an integral part of the prestigious Aditya Birla Group, a USD 40 billion Indian
multinational operating in 36 countries across the globe with over 120,000 employees.
A Brief History: 1987
The Company was incorporated on the 12th October, under the name of Manz Wear
Private Limited.
1991
The Company was converted into a Public Limited Company under the name of Manz
Wear Limited on 20th September.
The Company name was changed to Pantaloon Fashions (India) Limited vide certificate
of incorporation dated the 25th September.
The Company is engaged in the manufacture and marketing of quality Ready-made
Garments for men, including Trousers, Shirts, Denims, Blazers and Sleep Suits, at its
units located at Andheri in Bombay.
1992
The Company has successfully launched the "Pantaloon" Trousers, Shirts, Denims, Sleep
Suits and other ready-made garments.
1992
The Company recently made a Public Issue of 25,55,000 equity shares of Rs.10/- each for
cash at par in May. The Company has allotted 36,57,100 Equity Shares on 28th July in
consultation with the Stock Exchange Bombay.
1994
The Company is launching a new brand of shirts called `John Miller' at affordable prices.
1995
Pantaloon Fashions (India) Limited has launched "John Miller" shirts
1996 Pantaloons Fashions (India) Ltd.has launched the Yorker to concede with the world cup
1997
The Company has launched women's wear, children's wear and household products in the
last few months.
The Company has issued 10,00,000 Non-Cumulative Preference Shares Rs. 10/- each
aggregating Rs. 1,00,00,000/- on Private Placement basis.
1998
The Company has introduced "Shrishti" range of SalwaarKameez. The Company has also
added Knitted T-shirts to its range of products.
1999
The Company opened a state-of-art family store at prestigious "Crossroads", Haji Ali,
Mumbai, spread over an area of 4,500 sq. ft.
The name of the Company was changed with the approval of the Members to Pantaloon
Retail (India) Ltd.
The company has recently set up a state-of-the-art trouser manufacturing plant in
Mumbai with a capacity of 1,200 pieces per day.
Entrepreneurial Jadeja is setting up a joint venture sports wear company with the
promoters of Pantaloon Retail (India) Ltd.
2000
The company share transfer committee, have allotted 10,00,000 No. of equity shares of
Rs. 10/- each at a premium of Rs. 33/- per share on private placement basis to ICICI Ltd.
A/c. Structured Products Fund.
The total paid up capital of the company is 1,25,19,413 No. of equity shares of Rs. 10/-
each, ICICI Ltd. A/c Structured Products Fund will be holding 7.99% of the enhanced
share capital.
Pantaloon Retail (India) Ltd. has launched stainfree with Scotchgard, a new range of
formal shirts and trousers.
2001
Retail major Pantaloons has forged an alliance with Arvind Mills for the supply of fabric
and apparel for its in-house brands.
Finalized a leasing deal to occupy 50,000 sqft of space for Rs 25 lakh
Issue of 4 million equity shares of Rs.10/- each to the Promoters of the company on a
preferential basis at a price as per SEBI Guidelines.
Tied up with Andhra Pradesh Handloom Weavers’ Co-operative Society and National
Institute of Fashion Technology
2002
Pantaloon Retail India Ltd has informed that the Board of Directors of the company has
allotted 40 lac equity shares to the promoters and their associates on preferential basis at
a price of Rs.31.50 per share.
Pantaloon has launched a range of the movie-specific merchandise such as notebooks,
folders, pens, mouse pads etc.
Preferential Issue of 8,65,000 Equity shares of Rs.10 each at a premium of Rs.40 per
share to Promoters & Associates.
2003
Allotment of 8,65,000 equity shares to the promoters and their associates on preferential
basis at a price of Rs.50/- per shares as approved by the members of the company at their
meeting held on December 20, 2002
Change of Registered Office from 'Pantaloon House', G-11, MIDC, Cross Road A,
Andheri (East), Mumbai - 400 093 to 'Knowledge House', Off. Jogeshwari-Vikhroli Link
Road, Shyam Nagar, Jogeshwari (E), Mumbai - 400 060 w.e.f. January 31, 2003.
Acquires the trademark and exclusive licensing rights for apparel brand Norules in India,
from US-based NorulesInc
Forged an alliance with ICICI Lombard to offer one year free insurance cover to
customers acquiring gold from Gold Bazaar.
Teams up with Italian apparel behemoth Moda&Musica to market its casual sportswear
brand UMM in the domestic market
Received a letter from ICICI Venture Funds Management Company Limited, in which
they have stated that they have sold 2,71,083 shares aggregating to 2.04 % of the total
paid-up capital of the Company as on September 12, 2003.
ICICI Venture Funds Management Company Ltd. sells 279900 equity shares of the
company, bring down the stake in the company to 3.37 % (449017 shares)
Board approves a proposal to allot 9.5 lakh shares (of Rs 10 each) to promoters and
associates at premium of Rs 102 per share.
Promoters sell 4.6% stake of the company
Pantaloon Industries Ltd. acquires 3,00,000 shares aggregating to 1.57% of the paid up
equity share capital of the company
American Funds Insurance Series Global Small Capitalization Fund have acquired
2,09,500 shares of Pantaloon Retail India Ltd. representing 1.152% of the total paid up
capital of the Company
2004
Pantaloon Retail (I) Ltd. enters into Strategic alliance with Arvind Brands Ltd.
Pantaloon Retail calls off strategic alliance with Arcus Ltd
Appoints Mr. VedPrakashArya as Chief Operating Officer. Mr. Arya will take charge of
the retail operations of the company.
Ties up Arvind Brands Ltd for Ruf&Tuf brand at its Big Bazaar outlets across the
country
Pantaloon Retail (India) Ltd has signed a memorandum of understanding (MoU) with
K.J. Somaiya Institute of Management & Research Studies to offer a specialised course
in retail management
Pantaloon join hands with Unitech for home stores chain
2005
Pantaloon sets up restaurant at Bangalore Central Hall
2006
Pantaloon Retail enters into an agreement with CapitaLand Singapore
Pantaloon Retail join hands with management schools across the country
Pantaloon Retail India Ltd has launched its newest retail venture `Depot'
Pantaloon Retail - Strategic alliance agreement with Ruchi Soya Industries
Pantaloon Retail signed MOU with Blue Foods on July 31, 2006
Pantaloon Retail signs MOU with Manipal Health Systems on August 05, 2006.-
Company has splits its Face value of Shares from Rs 10 to Rs 2
2007
Pantaloon Retail India Ltd has entered into a 50:50 joint venture (JV) with Axiom
Telecom LLC, UAE, to do sourcing and wholesale distribution of mobile handsets,
accessories and setting up service centres and AuthorisedAfter Sales Service Centres for
mobile handsets in India.
2008
Pantaloon Retail (India) Ltd. has appointment Mr. Deepak Tanna as Deputy Company
Secretary and he shall be Compliance Officer with immediate effect.
Pantaloon Retail has inked a 50-50 joint venture pact with French apparel firm Celio to
add to its garment retailing in India.
The Company has issued Bonus Shares in the Ratio of 1:10.
Pantaloon Retail joins hand with French firm
2009
Pantaloon receives shareholders approval for restructuring biz and name change.
Mr. Vijay Biyani has been co-opted on the Board and then also appointed as Whole time
Director.
Pantaloon Retail - Authorisation to open QIP Placement.
Pantaloon Retail celebrates its first Shopping Festival across all retail formats in key
Indian cities.
2010
Mr.Kailash Bhatia has been co-opted on the Board and also appointed as Wholetime
Director.
'Bring anything old and get anything new' at Big Bazaar's 'The Great Exchange Offer'.
Tata Teleservices in Strategic Partnership with Future Group.
Company Heads walk the ramp for the Pantaloons Style Inc Awards Unveil Pantaloons
Spring Summer Collection 2010.
Pantaloons Femina Miss India 2010 Finalists Unveil the 'Pantaloons Femina Miss India
2010 Collection'.
2011
Bengaluru Welcomes 'Next Gen' Pantaloons Store.
Pantaloons launches its revamped Green Card Loyalty Programme in Bengaluru.
Pantaloons continues its 'Next Gen' journey in Pune.
2012
Kishore Biyani’sPantaloon Retail to be re-named as ‘Future Retail India Ltd’ post
demerger.
Pantaloon Retail gains over 2% after govt gets Maya boost in RS.
Future Group Demerges Pantaloons Retail Format from Flagship Company Aditya Birla
NUVO to Invest in Pantaloons Format.
Future Group forays into elite gourmet retailing in Bengaluru with the launch of the first
Foodhall in the city.
Pantaloon Retail & Future Ventures Demerge Lifestyle Fashion Businesses to Create
India's Leading Integrated Fashion Company.
2013
The Company Name has changed from Pantaloon Retail (India) Limited to Future Retail
Limited.
Future Retail - L&T, Generali and Future Group sign Non-Binding term sheet for merger
of general insurance businesses.
Pantaloon Retail (India) Limited has, entered into Share Purchase Agreement (SPA) with
Industrial Investment Trust Limited to sell its part holding in Future General India Life
insurance Company Limited.
2014
The world's largest online store Amazon and India's largest listed retailer Future Group
have signed a deal to jointly sell goods over the Internet amid growing friction between
online and offline retailers over heavy discounting.
Future Group and Amazon India have formed a strategic partnership under which the e-
retailer will sell Future Group's merchandise exclusively online. -Future Retail has
announced Rights in the Ratio of 5:8
The Obesity Situation in India
A country where 270 million people live below the 'poverty line', obesity seems to be a distant
issue. But India is getting fatter due to junk food, alcohol and sedentary lifestyle are leading us to
silent self-destruction, making one in every five Indian men and women either obese or
overweight.
According to a study published in the noted journal Lancet, India is just behind US and China in
this global hazard list of top 10 countries with highest number of obese people.
The study - titled 'Global, regional, and national prevalence of overweight and obesity in
children and adults during 1980-2013: A systematic analysis for the Global Burden of Disease
Study 2013' - used data collected by international bodies and organizations in various countries
like India over three decades. The US topped the list with 13 per cent of the obese people
worldwide in 2013, while China and India together accounted for 15 per cent of the world's
obese population, with 46 million and 30 million obese people, respectively. According to the
study, number of overweight and obese people globally increased from 857 million in 1980 to
2.1 billion in 2013. This is one-third of the world's population.
Overweight in adults is categorized as Body Mass Index of 25 kg/m2 to 30 kg/m2 and obesity as
Body Mass Index of more than 30 kg/m2. In 2010, overweight and obesity were estimated to
cause 3 to 4 million deaths, 3.9 per cent of years of life lost, and 3.8 per cent of disability-
adjusted life-years worldwide, the study said. And the problem is expected to get worse as
obesity is increasing and "no national success stories have been reported in the past 33 years."
According to Christopher Murray, director of the Institute for Health Metrics and Evaluation
(IHME) that conducted the analysis for the study, "In the last three decades, not one country has
achieved success in reducing obesity rates, and we expect obesity to rise steadily as incomes rise
in low- and middleincome countries in particular." Dr. PradeepChowbey, director of the Institute
of Minimal Access and Bariatric Surgery at Max Healthcare Institute, said, "If we see the graph
of obesity, from 1999 onwards Indians started gaining weight due to urbanization. There has
been gradual economic improvement in our status. The entrance of modern technology and
Internet has turned people lazy and stagnant."
With lifestyle disorders forcing more and more people to reel under excess body weight, even
relatively younger people are developing joint disorders and knee pain. Excessive weight is
associated with a series of health problems, including blood pressure, diabetes, and
cardiovascular ailments. Yet another problem is that obesity puts people at an increased risk of
developing osteoarthritis. Obesity has also emerged as a major public health challenge in South
Asian countries. Experts say the prevalence of obesity is greater in urban areas, and women are
more affected than men.
Further, obesity among children and adolescents too is rising rapidly. The phenomenon in South
Asians has characteristic features - high prevalence of abdominal obesity, with more "intra-
abdominal and truncal subcutaneous adiposity," experts say. "Dietary guidelines for
prevention of obesity and diabetes, and physical activity guidelines for Asian Indians are now
available. Intervention programs with emphasis on improving knowledge, attitude and practices
regarding healthy nutrition, physical activity and stress management need to be implemented,"
said Dr. AnoopMisra, chairman of the National Diabetes, Obesity and Cholesterol Foundation.
According to Dr. Prabal Roy, senior bariatric surgeon at the Asian Institute of Medical Science,
Indians had faced undernutrition for a long time and are now being exposed to the "overnutrition
of the modern world through globalisation". "India is currently witnessing rising numbers of
people in the middle-class who are obese. A lot of the Indian population has started relying on
processed foods that contain a huge percentage of trans-fat, sugars, and other unhealthy and
artificial ingredients.
The Plus Size Market in India
Nearly a third of India’s adult men will be overweight by 2015, according to World Health
Organization estimates. Already 64% of women living in cities were overweight and are raising
new generations of obese children, according to India’s National Diabetes, Obesity and
Cholesterol Foundation. The plus-size clothing segment, according to a Technopak report, which
already contributes $1.8 billion, is expected to double during by 2017.
Data from the study suggest that as many as 46 million people are overweight in India. For
retailers of plus-size clothing, heavier customers, who earlier resorted to neighborhood tailors,
are now adding to the demand for ready-to-wear apparel.
With aspirations attaining global levels in a post-liberalization India, it's a segment whose need
to turn out in style is as compelling as that of the size zero. According to management
consultancy firm Technopak, the plus size market in India, though in a very nascent stage, is
worth almost Rs 11,000 crore and is on an upward trajectory with an estimated growth rate of
25% per annum. According to internal estimates of e-tailerJabong. com, plus size makes up 8-10
% of India's clothing market with a ratio of 60:40 in favor of women.
According to a Technopak report, the women’swear segment is expected to reach $22.3 billion
by 2017. The plus-size clothing segment, which already contributes $1.8 billion, is expected to
double during this period. In the past, several international brands such as Michael Kors and
Ralph Lauren have been associated with full-figure fashion with dedicated lines.
Quite a few mass market retailers had smelt this opportunity long back even though the market
continues to remain largely untapped. According to a Technopak analysis, the demand for
fashionable plus-size apparel in India has accelerated and quite a few players like aLL (by
Pantaloons), Mustard and Revolution, are competing in the RTW (ready-to-wear ) plus-size
opportunity. Other well-known private retail brands in the category include Plus S, X'Mex ,Gia
by Westside and Just Your Size, for both men and women.
According to the industry experts, what has really been holding the growth of this market is the
absence of a proper study in body sizing and adoption of standardized measurements for the
entire country. Also the prices are higher than smaller sizes. Easy availability of such clothing
option is another factor which boosting the market. As more boutiques, retail chains and online
stores are catering to this segment, the rise of the revenues and growth of the market is
inevitable.
Though, creating the right design and making it look good in large sizes to satisfy the end user is
a challenge, stores are going the extra mile to cater to this growing demographic. With the
number of people seeking large sizes is witnessing an increase these retailers now enjoy a large
dedicated customer base.
The Major Competitors in the Industry:
PLUSS
It is launched by Mr. SandeepAggarwal –Director of Shiva International to caters Large sizes
and is serving those people who don’t have perfect figure but want to wear funky and trendy
clothes. Customized product depending upon customer’s demand is also available.
Product Offerings:
Shirt, T-Shirt, Jeans , Inner Wear, Winter-Wear, Trouser, Bermuda, Boxer
Retail Format:
Exclusive Brand Outlet , Multi Brand Outlet and Online
Price range:
Top Wear Bottom Wear Winter Wear
T-Shirts- Rs.699-1500 Shirt- Rs.990-2400 Sando- Rs.590
Denim- Rs.2000 -2800 Trouser- Rs.2100-2400 Boxer- Rs.599 & above Bermuda- Rs.850-1100
Blazer- Rs.6290
Product Features:
Wide Variety, Trendy garments, Soothing Colors, Elegant and Innovative Designs, fascinating
Shades, Customized Garments, Reliability and economy are important features of the product
line.
ALL India’s leading plus-size apparel retailer with a pan-India presence it is launched by Future Group in 2005, offering plus-size clothing category that houses everything from western to ethnic wear and accessories. Retail Format: Exclusive Brand Outlet, Multi Brand Outlet and its own website Product Offering: T-shirt, Casual shirt, Cargo, Chino, Denim, Sweatshirt, Sweater, Jackets, Formals, Track pants, underwear and belts Price Range:
Top Wear Bottom Wear Winter Wear
Polo- Rs.899 Tee- Rs.699-1499 Shirt- Rs.1399-2499
Cargo- Rs.2199 Chino- Rs.1399 Denim- Rs.1899-2499
Sweatshirt- Rs.1799-2099 Sweater- Rs.1699-2299
Product Features: Broader Product category, Solid Colors, Striped and Classy Checks, floral Prints, washed and 3D effect denims, various fits and 6 sizes are offered.
XMEX Xmexoffer styles in the highest quality fabrics for plus size people centered on Men & Women who want to look great inspite of being Plus Size. Xmex makes casual clothing which are stylish as well as comfortable. The success of this plus size clothingline was so popular that its expansion finally totaled to 10 stores. Retail Format: Exclusive Brand Outlet and its own website Product Offering: T-shirt, Casual shirt, Cargo, Chino, Denim, Sweatshirt, Sweater, Jackets, Formals, Track pants etc. Price Range:
Top Wear Bottom Wear Winter Wear
Polo- Rs.995 Tee- Rs.999-1295 Shirt- Rs.1495-1695
Cargo- Rs.2199 Chino- Rs.1199 Denim- Rs.1199-2099
Sweatshirt- Rs.1799-2099 Sweater- Rs.1699-2299
Product Features: Narrow Product category, Solid Colors, Striped checks, simple fashion mostly, denim has few washes and developments .
Largely Yours Largely Yours is a plus size boutique in Mumbai which have only 3 stores all over. Though with the immense amount of collection and huge sizes they are creating a lot of competition in the market. They offer sizes with waist up to 74” for gents and 66” for ladies. They have huge array
of merchandise and huge number of stock though their merchandise lack in quality. Retail Format: Exclusive Brand Outlet, Multi Brand Outlet and its own website Product Offering: T-shirt, Casual shirt, Cargo, Chino, Denim, Sweatshirt, Sweater, Jackets, Formals, Track pants ,swim suits, gym wear and belts. Price Range:
Top Wear Bottom Wear Winter Wear
Polo- Rs.699 Tee- Rs.799-1099 Shirt- Rs.1095-1695
Cargo- Rs.1899 Chino- Rs.1099 Denim- Rs.1099-1999
Sweatshirt- Rs.1299-1899 Sweater- Rs.1299-2099
Product Features: Huge Product category, Solid Colors, Striped checks, the products do not have a good quality but they generally have a huge amount and a lot of choices which attracts the customer to them. Even they have immense varieties.
Alto Moda of Pantaloons
Introduction & description: After the takeover of the Aditya Birla Group of Pantaloons the a few brands were taken away by
the Future Group. And one of them was the brand All, the plus size store which is one of the
biggest brands in the plus size market in India at this point of time. So to cover the prospect of
that kind of business Pantaloons launched a new brand with the name of Alto Moda after the
stock clearance of ALL.
Alto Moda is a substitute for ALL which also offers various fashions to the plus size consumer
of India. At this point of time it’s almost around a 30 crore brand. Of which the men’s wear and
the women’s wear ratio is around 2:3. Alto Moda collection is compiled from all the collections
of different other brands in pantaloons. The most suitable sizes are chosen and it is made larger
to cater as Alto Moda. So Alto Moda has the essence of all different brands that are there in
Pantaloons.
Alto Moda - the plus size fashion collection for men allows exploring an effortlessly stylish yet
comfortable look. The collection offers formal shirts, trousers, denims, striped and graphic
printed t-shirts for men available exclusively at Pantaloons.
Alto Moda - the plus size fashion collection for women allows exploring an effortlessly stylish
yet comfortable look. The collection offers printed tops, kurtas, denims and formal trousers for
women available exclusively at Pantaloons.
But recently as various other competitors are entering the market of the plus size fashion and
with ALL, the primary competitor of Alto Moda already having the upper hand in case of
customer recognition and product base this brand is facing a huge challenge to come up in the
market as the leader. The competition is getting tougher as there are various other companies
who are offering brands whose sole goal is to cater the plus size market. So the Pantaloons
management team is looking for this opportunity to tap into the vast and continuously increasing
market of the plus size fashion in India.
Literature Review
“Range planning, from setting the concept, purpose and direction through to selecting the
products and finalising the price, distribution and sales forecast, is a truly iterative process that
typically involves buying and merchandising working hand in hand, often with somewhat
opposing objectives…
The ultimate aim is for the final range selected to meet and exceed the customers’ expectations.
Additionally buyers will want the range to be innovative and to really shout the brand values
whilst merchandisers will want it to achieve high rates of sale and deliver excellent margin. Of
course, any range should be constructed such that it can be delivered to the consumers’ baskets
in the most reliable and profitable manner…
Retail planning is complex – buyers and merchandisers have much to consider when
developing and planning the range
Buyers and merchandisers have a lot of questions to consider when developing and planning the
range, such as how to provide the customer with:
the right depth and width of range – ensuring sufficient choice and range completeness
the right price architecture – guiding the customer through the options available
the right quality and value – ensuring the brand and product propositions fit your business
great on shelf availability (with minimal stock investment) – ensuring you maximise your
sales potential off the lowest possible cost base
And all whilst delivering:
a flexible, responsive, agile supply base – to ensure you can follow consumer trends
quickly
a better return per square foot than the last range – to mitigate the ever increasing cost of
property
a better shopping experience for the customer – to secure their loyalty, repeat business
and increased basket size…
So it is understandably a lengthy and involved process…” ~ excerpt from the article posted on
Oct 6, 2010 on the website Retail Acumen by author Clare Rayner.
“The worth of SWOT analysis is often dependent on the objective insight of those management
individuals who conduct the SWOT analysis. If management (or consultant management) is able
to provide objective, relevant information for the analysis, the results are extremely useful for the
company.
The term SWOT is the acronym made up of four words viz., Strengths, Weaknesses,
Opportunities and Threats. The first two variables are internal to an organisation whereas the last
two are external. SWOT stands for strengths, weaknesses, opportunities and threats. The first
two are internal to an organisation whereas the last two are external.
The value of SWOT analysis cannot be overemphasised. It is rightly said “winners recognise
their limitations but focus on their strengths; losers recognise their strength but focus on their
limitations.” Positive thinking is strength whereas negative thinking is a weakness.
Every individual can make a list of his positive points (strength) and negative points (weakness).
A weakness can be converted into strength by recognising it and by making an effort in that
direction. Similarly, it is very important to be aware of the opportunities that come to us at
various points of time and possible threats that also come from the other persons.
Importance:
SWOT analysis is not only concerned with making only four lists but it is much more than that.
The following points highlight its importance:
1. SWOT Analysis brings to light whether the business is healthy or sick.
2. An undertaking comes to know of both internal as well as external factors affecting its success
or failure.
3. It helps in the formation of a strategy so as to make preparations for the possible threats from
the competitors.
4. SWOT analysis evaluates the business environment in a detailed manner so as to take strategic
decisions for the future course of action.
In India, the importance of SWOT analysis has further increased since 1991 i.e., after the
adoption of the policy of LPQ (Liberalisation, Privatisation and Globalisation). There is now a
two-fold competition to our own business concerns.
Internally, competition has increased on account of liberalisation and privatisation.
Telecommunication, Insurance, Banks and many other sectors have now been opened to the
private sector. On account of globalisation, many multinational companies have come to India
and are giving stiff competition to Indian business concerns.
Only a concern which makes its SWOT analysis can survive. Globalisation is an opportunity
because our entrepreneurs can now go to the foreign countries and sell their products. It is a
threat because our home market may be captured by multinationals if we do not produce quality
products.”~ excerpt from the article posted on the website yourarticlelibrary.com by author
Smriti Chand.
“Till recently, the plus-size made a rare reference in the scheme of exports and imports of many
countries, but this seems to be changing. Internationally, plus size clothing is not a recent
phenomenon but the concept is now gaining momentum in India. Many apparel labels and
retailers are realizing the potential of this growing segment and cashing in on it. Earlier, healthy
people in the country found it difficult to find clothes suiting their body-types but now retailers
and brands like Revolution, aLL by Pantaloons, Gia by Westside, Mustard and Royal Classic
Polo took fashion to a new level by introducing a different segment for plus size apparel.
PLUSS, XMEX, Geetus and Just Your Size are offering plus-size merchandise and opening
separate outlets for extra-large clothes. They are constantly adding more sizes and designs as the
segment is showcasing great potential.
Retailers say almost 30 per cent of customers look for plus-size clothing, a segment driven by
economic growth and labels such as Bangalore-based Mustard. The chain has nine stores in six
cities that offer up to nine sizes for a design. Waistlines above 36 inches are considered part of
plus-size clothing. Up till now, heavier customers resorted to neighborhood tailors or stores
abroad for their needs. But now things are changing.
Though, creating the right design and making it look good in large sizes to satisfy the end user is
a challenge, stores are going the extra mile to cater to this growing demographic. With the
number of people seeking large sizes is witnessing an increase these retailers now enjoy a large
dedicated customer base. Biba, for instance has added sizes up to 46 inches in their mix-n-match
section, where customers can buy the pant-like salwar or churidar separately, and match these
with clothes, kameez or kurtis, of their choice. Bibas section of pre-matched salwar-kameez sets
already has 42, 44 and 46 inch sizes. The chain is growing at 35-40 per cent every year and the
plus-size category is keeping pace with that.”~ excerpt from the article posted on the magazine
“The stitch times”titled “The Plus-sized story now gets plus sized share. “on June 04, 2012.
Project : Development of an option plan for the SS16 AltoModaMen’s wear collection
Introduction:
With various other online and offline competitors in the market it was necessary for the buying
team of Alto Moda to come up with the solution to make this brand a favorable brand among the
plus size population of India to retain its old customers and also to attract new customers and
retain them. Though the womens wear brand in Alto Moda was doing good business, the men’s
wear brand was not doing good business except from some high end stores. So it was necessary
to give special attention to the mens wear section of Alto Moda. The primary idea was to
improve the product offered by the brand in matters of the style, price and sizes offered. It was
also necessary to find out who our customers are and what they are demanding. Other than that it
was also important to take the feedbacks from the POS which are the retail outlets of Pantaloons.
As the store managers and stuffs are in direct contact with the consumers they can provide a very
clear picture of the demand of the customers. This project is under taken with the sole goal of
developing an option plan that would suffice all the needs of the Alto Moda customers or rather
all the plus size customers of India.
Objectives: 1. To understand the demographics and psychographics of the Alto Moda Men’s customers.
2. Determining the Fashion and Price demands along with the buying behavior of the Plus
size population of India.
3. To understand if there is any feasibility for the development of EBOs.
4. To develop an option plan according to the analysis.
Data Collection Methodology:
Personal Interview of the consumers:
The most apt way to get the primary information was to visit the stores and talk to the plus size
consumers. The idea was to chat friendly and ask them in a very casual sort of way. The most
important factor during the interview was to make the customer comfortable to talk about his
problems and expectations with this brand. A primary questionnaire was prepared for the
suggestion purpose. The data was taken into the computer for record and analyzing.
Personal Interview of the store staff and store manager:
This was rather a free discussion with various store stuffs and store manager throughout all the 7
stores of Pantaloons all over Mumbai. Each store was visited and I talked to the department
manager and the store stuffs handling the Alto Moda Men’s wear brand. All the data was again
recorded for analysis.
Secondary Data:
Most of the secondary data was collected from the previous Alto Moda contact sheets and
records of the buying team.Also the sales record for the planning team.
Data Analysis Methodology:
The data is recorded in an excel sheet then it is being tabbed into the SPSS software where the
data is being tabulated and cross tabulated among themselves to find the different pattern among
them and to analyze them to find out the means and ratio percentage.
From this analysis we can easily find out about the demographics, psychographics, buying
behavioretc of the consumer and can proceed to the development of a proper option plan that
would suffice the needs of all consumers.
Data Analysis Results and Findings
These are the following tables that are generated when the data was tabulated within the SPSS
software. Each table has significance in the understanding of the consumers in a large scvale.
The desciptions of each table is given below the table for the better understanding of the same.
The sample size of the data collected is 50 in number. All the results below are based on those
primary data.
Demographical statistics of the consumers: JOB THE PERSON DO Frequency Percent Valid Percent Cumulative
Percent
Valid
BUSINESSMAN 18 36.0 36.0 36.0 GOVERNENT EMPLOYEE
8 16.0 16.0 52.0
PRIVATE SECTOR 12 24.0 24.0 76.0 STUDENT 8 16.0 16.0 92.0 RETIRED 4 8.0 8.0 100.0 Total 50 100.0 100.0
Table: 1 This table describes the frequencies of the jobs the consumers do. We can get the idea of their
living style and income range from this data sheet. We can see almost 36 percent of the
populations who are Alto Moda Men’scustomers are mostly businessman. Next comes people
who work in Private sectors and other than that the portions of students and government
employees are similar around 16 percent. Only a mere 8 percent compiles of retired people.
AGE OF THE CONSUMER Frequency Percent Valid Percent Cumulative
Percent
Valid
0-25 8 16.0 16.0 16.0 25-40 24 48.0 48.0 64.0 40-55 14 28.0 28.0 92.0 55-above 4 8.0 8.0 100.0 Total 50 100.0 100.0
Table 2 The next most important factor that determines the demographics of a consumer is the age of the
consumer. The age of the consumer is required to understand what kind of living style he or she
must have. The statistical analysis shows that Alto Moda men’s customers are mostly middle
aged. Almost 40% of the customers are of age 25-40. 28 % of customers are from 40-55. Almost
16% consumers are from the young segment of age up to 25 years. And only 8% again are old
consumers. So we can see the density of the Alto Moda consumers is mostly middle aged. And
even its interesting that quite a percentage of consumers are also of young age.
Customer buying behavior Analysis: KIND OF SHOPPER THEY ARE Frequency Percent Valid Percent Cumulative
Percent
Valid
SHOPAHOLIC 4 8.0 8.0 8.0 NORMAL SHOPPER 40 80.0 80.0 88.0 OCCASIONAL SHOPPER
6 12.0 12.0 100.0
Total 50 100.0 100.0 Table 3 According to the statistical analysis of the data at hand it is found that Alto Moda men’s
customers are mostly normal shoppers. About 80 % of the population interviewed have told that
they like to shope maybe once in 2 to 3 months. Men are not generally very shopaholic in nature.
Only 8% seem to be shopaholic and almost 12% are occasional shoppers. They shop maybe once
in 6 months.
WHAT KIND OF STORES THE CUSTOMERS LIKE TO VISIT Frequency Percent Valid Percent Cumulative
Percent
Valid
MALLS 20 40.0 40.0 40.0 EBOS 18 36.0 36.0 76.0 BOTH MALLS AND EBOS
8 16.0 16.0 92.0
ONLINE SHOPPING 4 8.0 8.0 100.0 Total 50 100.0 100.0
Table 4 This was a very important analysis to find out if the customers are really happy with the
shopping environment present at this point of time. Well the analysis states that almost 40%
people loves to shop in the shopping malls which is the where the brand has most of the POS. a
staggering 36% would rather prefer an EBO over the mall concept of Pantaloons. !6% consumer
population are happy to shop from both malls and EBO and online shopping has the lowest votes
among the consumers which is only 8% who would prefer to shop online.
WOULD THE CUSTOMER LIKE TO TRAVEL Frequency Percent Valid Percent Cumulative
Percent
Valid LOVES TO TRAVEL 2 4.0 4.0 4.0 LIKES TO TRAVEL 40 80.0 80.0 84.0
ITS OKAY TO TRAVEL
6 12.0 12.0 96.0
I DONT LIKE TRAVELLING
2 4.0 4.0 100.0
Total 50 100.0 100.0 Table 5 This analysis gives us an insight about if the customers buying behavior again. This gives us the
answer to the questions like would the customer like to visit the shops which is far from them or
would they prefer a more local shopping. Now most of the customer likes to travel a little bit and
shop. Almost 80% of the consumers think travelling is fine with them. 6% thinks its okay to
travel. $% loves travelling due to shopping purposes. And only 2% are on the completely
negative side in the matter of travelling. So most plus size consumer do not mind a little bit of
travel while shopping.
SIZE OF GARMENTS Frequency Percent Valid Percent Cumulative
Percent
Valid
SIZE 1 2 4.0 4.0 4.0 SIZE 2 20 40.0 40.0 44.0 SIZE 3 10 20.0 20.0 64.0 SIZE 4 14 28.0 28.0 92.0 SIZE 5 4 8.0 8.0 100.0 Total 50 100.0 100.0
Table 6 This analysis helps us to understand the size of the Alto modamens customer more thoroughly.
Alto Moda men’s offer 5 sizes from 1 to 5. The customers are being questioned on which size
fits them best to find out what kind of assortment we are looking at while planning the option
plan. From this analysis we can find out that about 40% customers are size2. 28% customers are
size4. 20% are size 3 and 8% are size 5 and lowest would be size1 which is around 4%.
READY MADE FITS OR ALTERED FITS Frequency Percent Valid Percent Cumulative
Percent
Valid
READYMADE 26 52.0 52.0 52.0 ALTERED DUE TO SIZE ISSUES
6 12.0 12.0 64.0
ALTERED DUE TO LENGTH ISSUES
18 36.0 36.0 100.0
Total 50 100.0 100.0
Table 7
Now this table determines what kind of alterations are generally required
for the customers and what is the reason for the alterations. This is a key
to understand that if the sizes and fits that are offered by the brand at this
moment is suitable for the body types of the customers who are buying
from us or some changes are needed in that matter. Here from the
analysis we can find out that almost the major chunk i.e. 52% of the
customers are happy with the sizes that are readymade from the brand.
Around 36% have a problem with ethe length of the trousers mistly. And
about 12% of the customers are not happy with the fits which needs to be
altered for them.
THE FIT SATISFACTION Frequency Percent Valid Percent Cumulative
Percent
Valid
VERY GOOD
8 16.0 16.0 16.0
GOOD 26 52.0 52.0 68.0 OKAY 12 24.0 24.0 92.0 NOT GOOD 4 8.0 8.0 100.0 Total 50 100.0 100.0
Table 8 This was to find out that the readymade fits that are offered, are they really
good for the customers of little bit of improvement is needed in the size
chart. 16% of the population thinks the sizes to be very good. 52% which
is a huge chunk of population thinks thatr the sizes are good and it fits
them just fine. 24% thinks the sizes that are offered are okay. And only 8%
thinks the readymade sizes that are offered is not really good.
HAPPINESS QUOTIENT
Frequency Percent Valid Percent Cumulative Percent
Valid
HAPPY 16 32.0 32.0 32.0 OKAY 8 16.0 16.0 48.0 NOT HAPPY 18 36.0 36.0 84.0 FIRST TIMER
8 16.0 16.0 100.0
Total 50 100.0 100.0 Table 9 This chart analyses the happiness quotient of the shoppers who shop from this brand. It’s really
important to understand how much the shoppers are happy with the brand before we actually
modify it some more. Here we can see that 32% of the people are happy with the products and
the styles offered by the brand. About 16% of the people are thinking that the brand is doing a
okay job. About 36% consumers are not happy with the brand performance so far which means
improvement is really necessary. About 16% consumers are new to the brand and yet to review
it.
THE OTHER BRANDS THEY GENERALLY PURCHASE Frequency Percent Valid Percent Cumulative
Percent
Valid
ALL 24 48.0 63.2 63.2 X MEX 6 12.0 15.8 78.9 LOCAL BRANDS
8 16.0 21.1 100.0
Largely Yours 12 24.0 100.0 Total 50 100.0 Table 10 This was to understand which of our competitors have the most awareness among our customers.
Again ALL is the biggest competitor at this point of time for Alto Moda, as both had the same
parent brand Pantaloons. And the awareness of ALL is most prominent among the Alto Moda
customers. About 48% of the customers of Alto Moda also shops or have shopped with ALL
beforehand. About 12% of the consumers have shopped with XMex. About 24% of the people
have tried the brand Largely Yours. About 16% of the customers also shop from other local
brands that are offering plus sizes.
STYLING FROM OTHER PANTALOONS BRAND Frequency Percent Valid Percent Cumulative
Percent
Valid
RIG 2 4.0 4.0 4.0 AJILE 2 4.0 4.0 8.0 BARE LEISURE 4 8.0 8.0 16.0 BARE DENIM 10 20.0 20.0 36.0 MAKE IT INDEPENDENT
32 64.0 64.0 100.0
Total 50 100.0 100.0 Table 11
As we already know that the styles offered in Alto Moda is generally chosen from various other
brands that are offered by Pantaloons. So I tried to find out which is the in-house brand the
styling of which the customers prefers the most. A cumulative 36% answered that they would
prefer any style from the other brands offered by Pantaloons. And almost 64% customers wanted
the brand Alto Moda to be independent completely and have the styles of their own.
EXPECTATION OF THE CUSTIOMERS FROM THE BRAND Frequency Percent Valid Percent
Valid
COLORS 38 76.0 76.0 VARIETIES 50 100.0 100.0 CATEGORIES 20 40.0 40.0 FITS 22 44.0 44.0 SIZES 14 28.0 28.0 Total 50 100.0
Table 12 This analytical table brings forward one of the most important data. This shows what the basic
Alto Moda customer actually demands from the brand. Now I have differentiated this into five
diffe4rent categories. These categories are Colors, Options, Varieties, Fits and Sizes. From this
table we can see 76% of the consumers demand more colors on each style. 100% consumers
want more varieties of garments. 40% of the consumers demanded for newer categories of
garment to be introduced. 44% are asking for different kind of fits as in slim, tapered, normal etc.
Only 28% of the consumers are looking for other sizes (mainly larger sizes) that are available.
Analysis of Buying Behavior Garment Type: T SHIRT BUYING Frequency Percent Valid Percent Cumulative
Percent
Valid YES 30 60.0 68.2 68.2 NO 14 28.0 31.8 100.0 Total 44 88.0 100.0
Missing System 6 12.0 Total 50 100.0 Table 13 SHIRT BUYING Frequency Percent Valid Percent Cumulative
Percent
Valid YES 30 60.0 60.0 60.0 NO 20 40.0 40.0 100.0 Total 50 100.0 100.0
Table 14 TROUSER BUYING Frequency Percent Valid Percent Cumulative
Percent
Valid YES 14 28.0 28.0 28.0 NO 36 72.0 72.0 100.0 Total 50 100.0 100.0
Table 15 SHORTS BUYING Frequency Percent Valid Percent Cumulative
Percent
Valid YES 6 12.0 12.0 12.0 NO 44 88.0 88.0 100.0 Total 50 100.0 100.0
Table 16 DENIMS BUYING Frequency Percent Valid Percent Cumulative
Percent
Valid YES 22 44.0 44.0 44.0 NO 28 56.0 56.0 100.0 Total 50 100.0 100.0
Table 17 CHINOS BUYING Frequency Percent Valid Percent Cumulative
Percent
Valid YES 6 12.0 12.0 12.0 NO 44 88.0 88.0 100.0 Total 50 100.0 100.0
Table 18
This are the tables that state how many consumers are really interested to buy different type of
styles offered by the brand. The question that was put forward to the customers was what do you
generally purchase when you come to an Alto Moda shop or what do you look for? From the
analysis of the answers given by the customers we can find that 60% customers are interested in
buying T-shirts. 60% are interested in buying shirts. 28% are looking for formal trousers. Only
12% of the customers are interested in buying shorts. 44% of people are interested in buying
Denims. And again only 12% of people are interested in buying chinos. From this analysis we
get a very clear idea of which garment type is the most popular buy among our consumers. And
shirts t shirts and denims are the most in demand.
Customer suggestions to the Brand: This is a very important topic that was discussed during the interviews where the customer was
told to open his mind and give the brand suggestions on what all could be improved in the brand
and what all that can be added. The whole data is being summarized into few points which I will
mention here.
1. Gym fit clothing’s should be added to the collection.
2. The number of casuals should be increased.
3. More color options for shirt and trousers.
4. More and different washes and fits for denim.
5. More denim options.
6. Delivery of alterations if possible within a day or two to their houses.
7. Usage of heavier fabrics because clothing needs to be long lasting.
8. Inclusion of party wears particularly shirts.
9. Please keep all the sizes of any style at one point of time.
10. We need more varieties in the range, please include accessories.
11. Lower the prices.
12. The collection should look modern and classy.
13. We love woven stuff but please also keep a few knitted stuff in the range.
14. We like to wear ethnics too.
15. Please add more varieties to all the styles in the range.
Summing up all the data gathered from the interviews the ese are the 15 most important points
that should be considered for the project purpose and the option plan that would be developed
would be done accordingly. This gives us a basic idea of what should be done to change the
brand in the right direction.
Summary of Store stuff and manager Interviews: I have visited all the different branch of pantaloons which are placed at 7 different regions all
over Mumbai to find out the status of the Alto Moda men’s wear brand at different stores. The
most important part of this project was to interview the store managers and the store staffs who
are handling the Alto Moda Brand. They have provided me with the insights of the business of
what exactly is happening at the point of sales which shop floor. Here I have summarized the
problems they are facing.
The Size problem: Most of the stores are facing a big problem with the size issues. Even if they have all the
different styles in a particular category the fast selling sizes are generally sold of beforehand and
when the customers come later to the shop they do not find the sizes they generally need. And it
is affecting the sales in a very bad way because the customers are no getting the sizes.
The Stock refilling problem: Even if the store is doing good business with Alto Moda the stocks aren’t refilled properly during
time which led into a disastrous problem of less number of commodities at a particular poiont of
time. Customers get disgusted anas they neither get their choice of styles or sizes and generally
we started losing the customers.
The Freshness problem: Whenever the customers come in they generally see the same old styles that are there previously
too. So the store and the merchandise is not much interesting to the customers. Throughout the
season there is no more freshness” that is required to make the brand interesting is missing. As
customers are not getting any new styles they are moving onto the other competitive brands
which are offering interesting fashions thoughout the season.
No proper customer feedback system: Alto Moda customers are lesser than the other brand customers so they should be understood and
served with care. Its very necessary for the stores to keep a track record of the customers they are
dealing with. The stores do not have any proper format where the customer data is being stored
for future business and promotional usage. Earlier when ALL was a part of Pantaloons this was
done but there is no such system for Alto Moda yet.
The competitor problem: These is one of the biggest problem those stores are facing which are placed near the
competitors. These store require a bigger and better promotion and product positioning
than the other stores which are far away from the competitors but nothing as such is
planned by the planning tema of the Pantaloons yet. So basically they are getting weaker
against the tough competition outside and the sales are going down.
The offer problem: All the other brands under the banner of Pantaloons have aspecial offers and power
pricing on different special merchandise. But there is almost no power pricing and offers in
the Alto Moda brand which is why some customers are not much interested in buying those
brand as the competitors offer them better pricing and offers which are really helpful in
promotion and brand building.
SWOT Analysis of the brand Alto Moda : Strength
1. The parent brand “Pantaloons” has high
awareness and reliability among consumers.
2. The parent company Aditya Birla has both financial and structural strength.
3. This plus size brand has more POS than any other plus size brand present out there.
4. Started up with a loyal customer base.
Weakness 1. Varieties are too less 2. Higher Price range than some
other brands. 3. Merchandise is not reaching
the store at the right time . 4. The styling of the garments is
not targeted properly for the plus size people.
5. Brand identity not that strong yet.
Opportunity 1. Increasing potential in the
Indian Market. 2. Increasing number of stores
and customer base.
Threat 1. Presence of brands like All,
Largely Yours, Pluss etc. 2. Other online and offline
brands are emerging offering plus size fashion.
3. The changing fashion ideas among the plus size population.
4. Customers those are not happy with the brand.
Strength: 1. The primary strength of the brand Alto Moda is the parent brand Pantaloons. Pantaloons
command a high reliability among the consumers. It is known as one of the most trusted
retailers in India. This gives the brands under its banner a high boost.
2. The company Aditya Birla is one of the most financially strong companies among the
globe with efficient management and economic strength. A US $40 billion corporation,
the Aditya Birla Group is in the League of Fortune 500. It is anchored by an
extraordinary force of over 120,000 employees belonging to 42 nationalities. The Group
has been ranked Number 4 in the global 'Top Companies for Leaders' survey and ranked
Number 1 in Asia Pacific for 2011.
3. The point of sales for the Alto Moda is more than 75 all over India which is the highest
number of stores among all the other brands who are catering to the plus size consumers.
So the access to the consumers is the most.
4. Pantaloons was already commanding a loyal plus size customer base with its previous
brand ALL which was under the administration of Future Group. And this already made
the plus size population aware all over the country.
Weakness: 1. The biggest customer complaint as it is that the varieties are very less in this particular
brand where as other brands are offering huge array of varieties. This is a huge weakness
in part of the brand because this gives additional advantages to the competitors.
2. The price range are quite high when compared to other brands such as largely Yours and
X-Mex. So all the segments of the plus size population cant be catered. Pantaloons even
being a brand for the masses but the Alto Moda collection are still very pricey.
3. This was the weakness which is affecting the sale through of the brand the most. The
biggest problem is the movement in the warehouses and store to store circulation. The
merchandises are not reaching the store at the right time which is leading to immense
sales losses. The custiomers are feeling the dearth of options and the brand is loosing the
customer faith.
4. All the styling of the range are not really targeted to the plus size consumers. Some
deigns like horizontal stripes etc which is not a good choice for the plus size people are
also in the range which is creating a bad impact on the customers. There are other sizes
and fit demands which are not also fulfilled by the range at hand.
5. After the takeover by Aditya Birla the previous plus size brand has still the impact on the
Pantaloons customer and even some customer walk in trying to find the brand ALL. The
brand name Alto Moda is not yet in the customers first name recall. Even due to improper
promotions the brand not yet have been completely replaces ALL as a pantaloons plus
size brand in the customer mindset yet.
Opportunity :
1. The Indian market is a huge opportunity for the plus size brand. India, though in a very
nascent stage, is worth almost Rs 11,000 crore and is on an upward trajectory with an
estimated growth rate of 25% per annum. According to internal estimates of e-
tailerJabong. com, plus size makes up 8-10 % of India's clothing market with a ratio of
60:40 in favor of women.
2. Under the leadership of Mr. PranabBarua, Pantaloons has a goal to make 300 stores all
over India. Even right now its 105 stores and counting. The retail strength of Pantaloons
is huge which makes the brand Alto Moda at the point with the highest number of POS
than any other plus size brands out there in the market which is increasing.
Threat:
1. A lot of other retailers have already smelt this opportunity and is already in the field
making it a very competitive market. All these online and offline retailers are a big threat
top the brand Alto moda in the future and present. The biggest threat is though posed by
ALL who is the market leader in plus size clothing in India at this point of time. The
main reason for it being the biggetsthreta is that it was uinder the same banner of the
Pnatallons and its has a very high cuistoemr awareness where as Alto Moda came ionly
recently after wthe acquisition of Pantaloons happened. So even among the lotyal
customers of Pantaloons aa lot has shifted to te ALL ebos for their plus size solution.
2. The plus size consumers of India are growing fashionable and they are not really shy
anymore to just try what is suitable or easy for them,. The consumers want more trendy
fashions like tapered denims, and glossy party shirts and slim fit chinos. As per the
previous idea that plus size consumers only go for comfort when they look to buy
clothing is drastically changing which is a big threat to the brand as the designing and the
buying team should be efficient enough to provide the consumers what they need or they
will simply move ion to any other brand which are offering them the same.
3. Recently it is happening that there are a lot of disgruntled customers who are asking for
fits or styles which they are not getting at the time and this customers are going out and
creating a bad reputation among the others about the brand. This is a huge threat because
the faith of the customer is one of the key factors in the success of any brand.
TOWS Matrix of the brand Alto Moda: Analyzing the situation data hand by studying the SWOT analysis of the brands this TOWS analysis was made where all the various strategies the brand could used has been discussed in brief. All the 4 points of strength, weakness, opportunity and threats are plotted against each other and the best strategies that can be applied in each situation to the benefit of the company are being discussed in this matrix.
Suggestions & Recommendations
From all the data analysis that’s done there are a few recommendations that would fulfill the
understanding of the problem at hand and would also solve them in the long term. Here are the
few basic recommendations based on the Customer and Sales stuff point of views that would
make the brand better in the matters of product delivery, styles & sizes, promotional facts etc.
Here are my recommendations:
1. Increasing the number of styles: This is a very important factor when the happiness of the consumer is concerned. Any shopper
likes when they are offered a lot of options to choose from. So the primary idea is to increase the
number of styles in the range so that the consumers get a wide range of styles to choose from and
the Alto Moda section would look more interesting with various styles.
Weakness 1. Varieties are too less 2. Options are less for each style. 3. Higher Price range than some other
brands. 4. Merchandise is not reaching the store
at the right time. 5. The styling of the garments is not
targeted properly for the plus size people.
6. Brand identity not that strong yet.
1. Using the efficient marketing team to focus on this particular brand for creating mass awareness.
2. Using the reliability of the parent brand and creating products with high USP.
3. Offers for the loyal customers and other facilities so that the mouth of word and brand recall becomes better.
Strength 1. The parent brand “Pantaloons” has
high awareness and reliability among consumers.
2. The parent company Aditya Birla has both financial and structural strength.
3. This plus size brand has more POS than any other plus size brand present out there.
4. Started up with a loyal customer base.
Opportunity 1. Increasing potential in the
Indian Market. 2. Increasing number of stores
and customer base.
Threat 1. Presence of brands like All,
Largely Yours, Pluss etc. 2. Other online and offline
brands are emerging offering plus size fashion.
3. The changing fashion ideas among the plus size population.
4. Customers who are not happy with the brand.
1. The brand should have more funding from the parent brands for the range development.
2. Awareness among the customers could be increased by promotional activities.
3. Awareness and customer conversion in the tier 2 and 3 cities.
1. Increasing the varieties of merchandise offered in the range.
2. Development of an effective operational and planning strategy where the goods will reach at the right place, right time in right numbers.
3. Creating a good brand identity by offering better products to the new customer’s
1. A styling survey to be done among the loyal customers and use the data for further development of range.
2. Offers to the previous customers to the brand to retain them.
3. Creating a better presence by inducing fresh fashion in the store.
2. Adding varieties to the Range: New type of clothing should be introduced like vest, ethnics and gym based clothing and added
up to the Alto Moda range. Various accessories can also be added to offer the Alto Moda
customers everything under the same brand. In that case the sales will increase and at the same
time the customers will get everything that they require i.e Alto Moda will offer a complete
lifestyle solution to them.
3. Less options, more styles and more hits
This was one of the biggest problems that both the barnd and the customers used to face is that
throuout the seaons the merchandiswe remains more of less same where as in the other brands
every twio three months an wide array of merchandise are available. My recommendation was to
decrease the number of options and increase the number of styles along with the number of hits
that can be pushed as fresh new entries every 2 months so that whenever the customer comes
back they find something new.
4. Quick, efficient and continuous replenishments The pantaloons warehouse has to be very efficient particularly handing the Alto Moda brand
merchandise and the replenishments should be exactly on time. Because the demand of fast
moving sizes are a lot and at the same time the planning team must understand which sizes are
moving faster at which stores and allot accordingly. The replenishment time should be 3 days
depending on the sales of the merchandise. And all sizes should be available with any particular
product at all times if the stock is not completely depleted.
5. Lateral replenishment store to store The idea of lateral replenishment should be introduced among various nearby branches of
Pantaloons where the goods can be easily transported. Sometimes some styles get stuck and any
store and doesn’t move even after a lot of effort from the store front where the same style sells a
lot in other branches. At that point of time the planning team can opt for lateral replenishment by
pushing merchandise at the right store for sales.
6. An independent Range: As discussed earlier also the Alto Moda range is actually comprised of various styles taken from
all other Pantaloons’ in-house brands. Now from the customer ideas we can see making a whole
range of clothing just dedicated to the plus size would be more appealing to the consumers. With
all different varieties to the range that would make the customer feel special too. The design
team could be given the task to assemble the whole range particularly keeping the Alto Moda
customers in mind as in case of choice in fabrics and styling.
7. The feedback system
The primary idea was to create a database to help the consumers get more from the brand. Now
with the “green card” concept from the Pantaloons we can actually offer the consumers a free
green card and their feedback can be taken into the system during the payment or before that for
future references as in promotional offers and mobile advertisements.
8. The promotional offer Alto Moda as a brand should be promoted atleast in the locations of the stores and inside the
stores. This idea was taken from the promotional activities that are carried out by Pantaloons for
their denim brand, ‘San frisco jeans.’ The idea is to create awareness among people and give
them the idea that Alto Moda is a brand and this kind of styles are offered by them. The
awareness can be spread through videos playing inside the store and at the same time various
banners. The “power pricing” is one of the strongest promotional tools that are used by
Pantaloons in for the other in-house brands offered by the same. This tool can also be used for
the Alto Moda brand for more sale through and more customer attraction.
9. Alteration facility The alteration facilities in some stores are up to date but in some stores they are not enough to
handle the pressure. In that case the delivery is being an issue with the customers. In these cases
the alteration department in some stores has to be improved so that they can handle the adequate
amount of pressure. The customers can get efficient and fast altered garments within less time
which will lead to a better customer relationship and service efficiency.
The option plan for SS16 Alto Moda men’s range
Description: This option plan is designed keeping all the different aspects of the project particularly the
consumer aspect. The particulars about this option plan are mentioned below in points.
1. There are total of 27 variations of casual trousers which include blends like polyester,
knitted and woven fabrics with the product types of active 3/4ths, active shorts & tracks,
Casual shorts and chinos.
2. There are 14 core styles in core t shirts and tipping polos. Both will be offered with a
variety of in trend colors and will be having a power pricing benefit.
3. There are 12 options in denim with 3 different fits normal, slim and tapered. There will
be a lot of options to include various washes and colors among the denim range.
4. There are a total 12 formal shirt styles and 6 formal trousers options covering all the
formal demands of our customers.
5. There are a total of 34 options in different t shirt types including polos, round necks and
flat knits. As t-shirts are the most popular choice of the consumers so the options are also
high.
6. A total of 20 options of casual shirt is taken into consideration in this option plan because
casual shirts are really popular among plus size people.
7. 6 options of ethnic wear including Neheru jacket, long and short sleeve kurtas are added
in this option plan.
8. A whole new accessories part was added which includes briefs, drawers, socks and belts
all with 5 to 10 options each with power pricing. This would be a complete new launch
for the Alto Moda Range.
9. The grand total is of 148 options of various garments and accessories which cover almost
everything a plus size consumer would need.
Benefits of this option plan:
1. This option plan has huge amount of options and varities can be imbued accordingly.
Most of the popular choices of the plus size consumers have been taken into
consideration and been included in large number of options.
2. This option plan consists of three hits. That means new merchandise in the store every 2
months. The freshness of the collection will be continuous through the whole season with
new styles coming in every now and then.
3. This option plan covers all the needs of plus size consumers as it has everything from
ethnics to accessories. So this could be a one stop fashion hub for all the plus size
consumers.
4. The options though have been increased but the quantity for each option has been
decreased in a required way so that the balance between production feasibility and cost
price remains intact.
5. The cost is being revised and set in some cases and “power pricing” is brought in a high
way to make this brand more attractive to consumers through and through.
Learning outcome
The graduation project is a big learning experience for me in both professional and personal
sector. Pantaloons have given me chance to work actively with the buying team and even to take
out solo responsibilities. These opportunities have made me better as a professional.
Learning at a Professional level:
1. The whole buying procedure from understanding the market trends and handover to the
sourcing department I have worked through the whole procedure. This project and
internship has given me an opportunity to learn the buying procedure thoroughly.
2. The next most important thing that I have learnt through this whole internship process is
the development of a commercial fashion sense. Any buyer has to have an eye for a
commercial product. During the process where the buyer has to finalize styles that would
be the part of the range generally an eye of commercial fashion is valued more. Even the
buyer has to add all different kind of styles in the range so that it can be a popular range
than to only put styles he or she likes.
3. Gained practical knowledge of making documents like contact sheet, option plan etc
which are generally used to keep track of the whole buying process. Developed these
documents for various brands throughout the internship process.
4. Learnt using different computer tools more efficiently like Microsoft excel for
development of record sheets and buying.
Learning at a Personal Level:
1. My learning at the personal level was very much how to be an efficient part of a team.
Because the whole buying procedure is a complete teamwork between the buyer,
designer and sourcing team. The whole procedure needs to be in synchronizing to all the
different teams so team work is the most important in this. Throughout my internship I
have worked with all the teams and developed my teamwork skills.
2. I learned how to do effective communication in the corporate sector. Because effective
communication is the key to get the works at done in a fluid manner. Much part of buying
is also negotiating with the sourcing team and the designing team to make the collection
as per market demand and get the cost price lower so that a better markup could be
achieved. So a buyer has to negotiate with various different departments. I have been a
part of different meetings and handovers where I have developed good corporate
communication skills.
References
1. Article titled, “Big business: retailers are out to woo plus-size folks” by Bindu D
Menon posted in “The Hindu” on July 19, 2014.
2. Article titled, “Fat market for full figures” by ArchanaKhareGhoseposted in “The
Times of India” on July 15, 2012.
3. Article titled, “The Plus-Size Story Now Gets Plus-Size Share” posted in “The
Stitch Times” on June 04, 2012.
4. Article titled, “Indians Get Larger in Size, and Clothing Brands Respond” by Adi
Narayan posted in “Bloomberg Business” on July 11, 2013.
5. Article posted on Oct 6, 2010 on the website Retail Acumen by author Clare
Rayner.
6. Article titled “Strategy Tools” from the website “mindtools.com.”
7. Article titled, “Obesity rates climbing worldwide” posted in “The Times of India”
on May 30, 2014.
8. Article titled, “15% of the world’s obese population lives in India, China” by
Nikita Mehta posted in “Live Mint” on May 29, 2014.
Annexure
Suggested questionnaire:
1. Hello sir, what are the brands that you generally buy for yourself? Just Alto Moda
Alto Moda and others
Any brand that offers plus size
I tailor them
2. Are you happy with the Alto Moda products? Oh yes I’m very happy
It’s okay, you should add more styles
Oh no! It doesn’t fit me properly
I hate it
3. How do you like the fit of our products? It’s tight around my tummy or waist
I need the perfect fit which I’m not getting
I like it comfy and loose
I think the brand __________ have a better fit
4. How often do you shop sir?? Oh! I’m a shopaholic, I shop twice a week
I love shopping! Maybe once a fortnight.
Well, I shop when it’s needed. Maybe once a month.
Shopping is not my thing. I do it because I have to.
5. What do you like to buy most from Alto Moda? Casual wear
Formal wear
Everything
Depends
6. What do you expect with Alto Moda in the upcoming season? More colours
More sizes
Both more colour and fits
Nothing, I love your collection
7. Would you like to get made to measure clothes through websites? Yes I would love it
Yes its fine
Maybe but i prefer real shopping!!
I don’t shop online. What’s the point?
8. Do you like our collection to be similar as the other Pantaloons’ brands? Yeah! I loved that collection in Bare Denim. Do you have that in plus size?
Oh sure!! Maybe some of the styles.
This will do but i think you guys should have something special for us
Can you guys make a range dedicated to plus size only, please.
9. Does our readymade size fits you or do you like to get it altered a little bit to get the best fit?
Yup your readymade sizes fits me perfectly
It can be better but yeah it fits fine
In some occasions alterations are needed
I think alterations are necessary in my case.
10. Are you happy with the alteration options we provide? Yes I’m really satisfied
Yes it is fine.
This can be better, you know.
You really need to improve it.
11. What’s your shopping style? I love to travel and shop.
I would like to go anywhere in the city to get good products
I would like to travel to my nearby marketing destination
I like online shopping, travelling is not my thing.
12. What kind of stores do you like to shop from?
I love to shop from shopping malls. So much to explore!
I would love to shop from your format. It’s cool!
I love shopping from stand alone stores (exclusive brand outlets)
It doesn’t really matter when I’m getting good products