Repose Apparels Private Ltd

Executive Summary
Repose, established as a Limited Liability Corporation, is a clothing and apparel business with
principal offices located in Mumbai.  The company sells trendy clothing and apparel in Mens
casual Wear Segment.  Repose markets its product line as "ReHab Your Wardrobe - ReHab
Your World”

Mission

The company's first responsibility is to the Men who use its products.  As a customer oriented
business, Repose recognizes that customer satisfaction is the key to success and strives to deliver
the highest quality customer service and superior products.  Repose supports the success of its
employees, community, and investors, and will conduct its operations prudently to ensure
adequate financing and resources necessary to achieve business objectives for future growth. 

Objectives

 Securing start-up funding and subsequent funding through a combination of investment

and debt strategies.
 Establishing marketing and sales initiatives to expand the company's clothing line and
capture 10% of the branded urban apparel industry.
 Based upon market growth projections, generating very healthy sales revenues
Start-up Summary

Total start-up expenses for Repose are estimated in the tables below.  To date, the majority of
these expenses have been financed by direct owner investment; however, Repose is seeking to
secure additional first round funding through a combination of investment and debt strategies
that will cover the majority of the company's start-up expenses.  Most expenses are typical start-
up expenses and include, but are not limited to, the following items:

 Legal (Business Incorporation Filing and Taxes)

 Business Planning/Development
 Consulting Fees
 Advertising/Marketing
 Research and Development
 Business Cards, Letterhead
 Telephone/Internet Expense
 Postage/Shipping
 Business Insurance (Initial Policy)
 Initial Rent
 Decorating/Remodeling/Repairing
 Office Equipment
 Office Setup/Vehicles
 Manufacturing/Distribution
 Web Design
 Reference Materials
 Business Travel
 Expensed Equipment

Assets to be purchased during start-up include:

Inventory:  Rs. 10,00,000

 Miscellaneous Apparel Accessories:  Rs. 50,000

 Assorted Threads:  Rs. 1,00,000

Assets: Rs. 30,00,000

 2 Maruti Omni Pick up Van (CNG) w/Shelves and Racks:  Rs. 6,00,000
 Six Garment Racks:  Rs. 40,000
 6 Dell Computer System with Digitizing Software:  Rs. 1,50,000
 Telephone/FAX Machines:  Rs. 10,000
 10 Display Mannequins:  Rs. 30,000
 Office Furniture:  Rs. 1,00,000

 A Digital Embroidery Station (Model TEHVC-1501) :  Rs. 8,50,000

  Textile cutting machine ( CJ-170AM) : Rs. 1,50,000
 Two Industrial Sewing Machines (RX-9803A-UTC) :  Rs. 2,00,000
 An Industrial Steam Press (SP643-A) :  Rs. 3,00,000
 A Mighty Press (MP#1) :  Rs. 30,000
 A Mighty Cap Press (MCP#3) :  Rs. 23,000

Company Locations and Facilities

The Company Promoters have a Land Base of 6 Acres based at MIDC Mahape, Navi Mumbai.
Repose will acquire this land from the promoters and currently open its administrative office and
Manufacturing Facility.  This Facility will Support administrative activities as well as apparel
warehousing/inventory and production.

Start-up
Requirements
Start-up Expenses
Legal (Business Incorporation Filing 50,000
and Taxes)
Business Planning/Development 5,000
Consulting Fees 10,000
First month salaries (Design & 5,02,000
Admin)
Advertising/Marketing 1,50,000
Business Cards, Letterhead, Stationery 10,000
Telephone/Internet Expense 10,000
Total Start-up Expenses 7,37,000
Start-up Assets
Start-up Inventory 10,00,000
Assets 30,00,000
Store & Plant Construction 11,60,00,000
Total Assets
Total Requirements 12,07,37,000
Products
Repose offers a full collection of Men’s apparel that is classy, upscale, and versatile. 

Product Description

Casual Wear

Repose carries a variety of products to suit the needs of every individual, whether they are
dressing for success or for an afternoon of leisure.  Some of the company's products include:

 Jerseys
o Men's Pullover, Long Sleeve, Small to XL:  Rs. 1099
o Men's Pullover, Short Sleeve, Small to XL:  Rs. 899
 T-Shirts & Casual Shirts
o Men's, Long Sleeve, Small to XL:  Rs. 499 to Rs. 999
o Men's, Short Sleeve, Small to XL:  Rs. 449 to Rs. 899
 Denim Jackets
o Men's, Small to XL:  Rs. 1399 to Rs. 2599
 Denim Jeans
o Men's:  Rs. 1099 to Rs. 2999

Major Competitors

 Spykar
 Levis
 Killer
 Mufti
 Lee
 Wrangler
Technology

As in other industries, technological advances, globalization, and changing business practices are
affecting the apparel industry.  One significant change is the increased emphasis on quick
response to customer demand.  This ability is vital in an industry that sells its products in an
ever-changing, fashion-conscious market.  Quick response capability links apparel producers
more closely to related firms in the textile and retail sectors of the economy.  Aided by
communications technology, such as electronic data interchange, point of sale terminals, and bar
codes, information is instantaneously communicated to and received from firms in these
industries. 

Other technologies affecting the apparel industry include computerized equipment and material
transport systems.  Computers and computer-controlled equipment aid in many functions, such
as design, marking, and cutting.  Overhead conveyor systems transport material between sewing
machine operators and between processes.  Despite these changes, however, the apparel industry
- especially its sewing function - has remained significantly less automated than many other
manufacturing industries. 

Computer aided design (CAD) is used to design anything from an aircraft to knitware. 
Originally, CAD was used in designing high-precision machinery; however, in the 1970s, the
technology made its entry into the textile and apparel industry.  Today, most companies abroad
have integrated some form of CAD into their design and production process. 

According to the National Knitwear Association of the United States, of 228 apparel
manufacturers:

 65% use CAD to create colorways.

 60% use CAD to create printed fabric design.
 48% use CAD to create merchandising presentations.
 41% use CAD to create knitwear designs.

The apparel industry traditionally has consisted of production workers who perform a specific
function in an assembly line.  Increasingly, this organizational philosophy is being replaced by a
team concept, in which garments are made by a group of sewing machine operators organized
into production "modules."  Each operator in a module is trained to perform nearly all of the
functions required to assemble a garment.  Each team is responsible for its own performance, and
individuals usually receive compensation based on the team’s performance.   These changes have
greatly altered the atmosphere and responsibilities from those of the traditional assembly line.  . 

(Source:  U.S.  Department of Commerce, August 2000)

Future Products
Repose' long-range objectives include developing into an apparel line for Men’s Apparels
including Formal range, Accessories ( Ties, Belts, Socks, Handkerchiefs, Shoes) Perfumes. 
Repose will offer a line of clothing marketed as apparel to "Clothe Tomorrow's Professionals."

Marketing Strategy

People want to think of themselves as belonging to a group that they admire or respect, and will
dress as they think a member of that group would dress.  Although they may believe their object
is to reflect their individuality, the differences they stress in choosing a clothing style are really
between their own chosen group, and all others.

The "message" of clothing is therefore directed primarily to its wearer.  People associate the way
they dress with the way they feel.  For many individuals, their choice of clothing may not be the
most becoming outfit they could wear; however, they are expressing their membership in a class
of other people with whom they feel a connection, expressing it to themselves and to whomever
may be looking. 

Repose' marketing strategy is based on the following:

 Product differentiation based upon "ReHab Your Wardrobe-ReHab Your World."

 Building a relationship-oriented business.
 Focusing on the diversified "communities" as the company's target markets.

Repose' brand and marketing message are not directly attached to any particular group of
customers, but rather to a diversified community of consumers who believe in humanitarianism
and equal opportunities and choices for everyone.  The company does not simply offer products
that clothe the body, but rather products that clothe the soul - clothing that supports people, either
directly or indirectly, through difficult situations.

The company's primary marketing strategy is to establish itself as the "Apparel Company of the
Future." With management's deep roots in humanitarianism coupled with a firm belief
in harmony and honesty in business and advertising, Repose will greatly increase the
marketability of its apparel line.

Promotion Strategy

Repose' brand is a competitive advantage in itself, as it is not directly attached to any particular
group of customers and allows entry into different segments of the apparel industry.  In addition,
the company has an established marketing strategy that relies upon celebrities, market specific
advertising, product promotion, and "giveaways" that have established Repose' presence in the
apparel industry.

Repose will depend upon several promotion strategies to reach new customers.  These strategies
include:
  Advertising - Repose will utilize industry-wide apparel magazines and newsletters as
primary sources of advertising.

o Magazines/Newsletters:  Industry magazines and newsletters are considered to

be effective advertising media because they consistently reach the company's
target markets.  Because magazines and newsletters are tangible media, they help
advertisers relate intangibles, such as believability, quality, and prestige.  These
types of media are non-intrusive, quiet, personal vehicles that usually have a long
life.  Their primary audiences pass them along to secondary readers, so that their
reach builds over long periods of time, making them a long-term investment.

 Media - Repose will initially develop a local media campaign, including radio, built
around service innovation.  This campaign will begin with a "Who We Are" statement and
be supported by other advertisements that reinforce the company's marketing message to
consumers of casual, active, and sports apparel.

o Radio:  One of radio's greatest strengths is its ability to deliver a marketing

message to a selective audience. 

Positioning Statement

For Men seeking clothing with style, selection, differentiation, and "substance," Repose offers a
unique clothing line that is affordable, trendy, exclusive, and fashionable while meeting both the
physical and emotional needs of the consumer. 

Sales Strategy

Repose' sales team will be tasked with generating. They will also be responsible for establishing
connections with other wholesaler and retail outlets.

A key factor in the success of Repose will be its distribution.  The company plans to use the
following retail distribution channels:

 Pantaloons (Across Mumbai)

 Central (Future Group) ( Across Mumbai )
 Shoppers Stop (One Section per Store Across Mumbai)
 Flagship Store at Linking Road Bandra (w) 1000 Sqft
  Flagship Store at Pheonix Mills, Lower parel 1250 Sqft

Sales Forecast

The following table shows our projected yearly Sales revenues. .

Sales Forecast (in Cr Rs.)

Year 1 Year 2 Year 3
Sales
Men's Apparel 16.00 17.6 19.36
Total Sales 16.00 17.6 19.36

Management Summary

Repose' management philosophy is based upon responsibility, mutual respect, and profitability,
and the founder believes that the company's present and future growth are based upon:

 Exceptional People
 Social Responsibility
 Uncompromising Commitment to Customer Service
 Excellence
 Commitment to Core Values
Projected Profit and Loss

Profit and Loss

Year 1 Year 2 Year 3
Sales 16,00,00,000 17,60,00,000 19,36,00,000
Direct Cost of Sales 3,20,00,000 3,52,00,000 3,87,20,000
Total Cost of Sales 3,20,00,000 3,52,00,000 3,87,20,000
Gross Margin 12,80,00,000 14,04,00,000 15,40,40,000
Gross Margin % 77.50% 77.50% 77.50%

Expenses
Payroll 60,24,000 66,26,400 72,89,040
Loan Repayment 1,30,00,000 1,30,00,000 1,30,00,000
Office Supplies 1,20,000 1,32,000 1,45,000
Marketing/Promotion 15,00,000 16,00,000 18,00,000
Maintenance 1,50,000 1,70,000 2,00,000
Telephone 1,20,000 1,20,000 1,20,000
Vehicle Expenses 1,44,000 1,47,000 1,52,000
Rent 32,00,000 32,00,000 32,00,000

Total Operating Expenses 1,12,58,000 1,19,95,000 1,29,06,000

Profit Before Interest and Taxes 11,67,42,000 12,84,05,000 14,11,34,000
Interest 81,25,000 58,75,000 42,50,000
Net Profit before 9,56,17,000 10,95,30,000 12,38,84,000