Aniruddha Phukan

Bhardwaj
h14130@astra.xlri.ac.in
h14174@astra.xlri.ac.in

Asmita Joshi

Shubham

h14018@astra.xlri.ac.in

XLRI, Jamshedpur

Scope of
Growth

Situation
Analysis

Market Size
201
4

Ap
p
e l ar
8%

Organized
retail 132$b
Ap
pa
r
el
33
%

E-tailing
32$b

Apparel Market in Rs Cr.

Total Market size

Men's market size

470000

288800

2010

117000
115840

2015

Fema
Male
le
Tops/Shirts 12% 45%
Intimates 24% 10%
Traditional 25% 2%
Bottoms
4% 18%
Skirts/Dress
17% N/A
es
Socks
4%
7%
Denim
3%
7%
Jeans
Outwear
5&
3%
Athleticwea
1%
2%
Growing
r
Other
6% Organiz
6%

Building
relationsh
ip

Further
Scope of
study

Understanding the Indian

consumer
Factors that influence Indian consumers
clothing purchase

2020

Total retail
1100$b

Organize
d retail
46$b

170900
72740
64940

Advertisin
g&
Campaign

Indian apparel wardrobe

Total retail
525$b

E-tailing
2.3$b

Strategy
for growth

Consumer
Insight

202280
176860

2020

ed Retail

Increasin
g
Disposab
le
Income

Primary
Drivers
for
Market
Growth
Increasin
g Online
Retail

Appar
el
Marke
t
Increase
Increase
in
in
number
of
of
working
working

Increasing
Increasing
presence
presence
of
of
Internation
al
al Brands
Brands
Increasing
Increasing
fashion
fashion
consciousne
consciousne
ss
ss and
and
aspiration
aspiration
levels
levels

Color

Seconda
ry
Style

Quality

Environmen
t friendly

Finish

Cleaning
requireme
nt

Durabili
ty

Performan
ce
features

Fiber
content

Brand
Name

Price

Country
of origin
Endorseme
nt

Situation
Analysis

Scope of
Growth

Consumer
Insight

Strategy
for growth

Advertisin
g&
Campaign

Building
relationsh
ip

24 Indian cities contribute around USD 21 billion to the retail market

Revenue from these 24 countries is 56% of total corporatized retail
and 30% of the overall retail market
With real estate cost going up, companies are movies to new cities
like Indore, Bhopal, Kerala, Jaipur to establish their campuses
Most of these cities has high potential for growth and an untapped
market.
Global Retail development Index by

Further
Scope of
study
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

45%

11%

TierII &
below
Tier I(16)
Mini
metro(6)
Metro(3)

29%
15%

ATKearney

1
Market
Market
Change
Ran
Countr
Time
GRDI
Year
Attractiven
saturatio
in
k
y risk
pressure Score
ess
n
Rank
201
20
26.4
39
72.3
43.4
45.3
-6
4
201
International
will be
in their55expansion
in India because of the High
14
36.8brand
59.4
63.3slow 60.6
-9
3
real
estate cost and growth Brazil and china in other markets
201
5of the31
66.7
87.9
60.8

Most
brands
which57.6
are entering
the market
are entering through E-retail
2

platform
E-retail is the most attractive destination for International brand for increasing
their brand awareness with low investment.
Branded apparels penetration is highest in Men's formal wear and women's
western wear

Scope of
Growth

Consumer
Insight

Because of the availability of

information Consumers are doing
more research before buying any
product
Loyalty of a customer for a brand
depends on the availability of best
designs, offers and satisfaction
from the service.

Strategy
for growth

Advertisin
g&
Campaign

Building
relationsh
ip

Further
Scope of
study

Females have significant

Customer wants companies to
influence in decision making
predict their requirement
while shopping
They prefer the brands which

Internet is primary source of

are suits their style and budget.
knowledge for them followed by
They expects surprise offers
magazine and newspaper
from the companies which are
relevant for them

Males and females dont have any significant

differences in their brand awareness, shopping
frequency and shopping expenditure
Frequency of males going for shopping with their
companions has increased over times and has
reached almost at par with that of females.

Attitude for
Branded

Male v\s
Female

Consumer
s

Situation
Analysis

Males are equally interested to go for shopping as

females along with they spend excess money
during shopping than their female counterparts.
Attitude of males towards clothing varies from that
of females
They prefer branded apparels because of the
creation of personality and status with the quality
and comfort they deliver
Factors found during measuring attitude of
consumers towards branded apparels are Intrinsic
Pleasure ,Prestige and Status
Intrinsic Pleasure included pleasure and
significance, in the same way, Prestige and Status
integrated status, impression and acceptance of
the branded product

Situation
Analysis

Scope of
Growth

Merge Online &

offline retail
Encourage your
customer to open an
online profile and
update the info about
them and their
shopping

Consumer
Insight

Strategy
for
Growth

Advertisin
g&
Campaign

Building
relationsh
ip

Focus
on
female Focus on new hires
from different college
customer,
female
by engaging with the
western
wear
mass recruiters of
category has the best
different industries
potential to grow

Further
Scope of
study

Actively engage
with the
professionals in
industry through
digital campaign
and corporate deals

The CLICKSnBRICKS scheme

Customer browses
online; reserves
preferred choice

(merging online and offline r

Store holds said

choice for 48 hours

Vouchers

Customer comes to
store for fittings and
final pickup

Coupons and
vouchers to be sold
at coupon sites like
Groupon and
Snapdeal

Vouchers to be
redeemable at
exclusive Van Heusen
retail outlets

Special vouchers for

first time Trendin
registrations and
Power Club members

These to be
redeemable at
Trendin.in and retail
outlets

Possibly buys retailexclusive items as

well

Vouchers given out at

retail outlets for
purchases above
certain limits

Situation
Analysis

Scope of
Growth

Consumer
Insight

Strategy
for growth

Advertisin
g&
Campaign

Building
relationsh
ip

Further
Scope of
study

Women

Advertisin
g

Advertise online
aggressively
Recruit Indian models
for ad campaigns
Indian professional
image helps improve
customer connection
Girls
Boys

women
Men
0

10

Bring in stalwarts of Indian

Advertise about the
corporate world as brand
legacy of brand Van
ambassadors and for ads
Heusen and its expertise
Few probables : Chandra
in quality & style
Encourage customer to
Cochchar, Avani Davda, Schauna
Chauhan, Naina Lal Kidwai, Dhiraj
update their expectations
Rajaram, Rahul Sharma, Sumeet
on their online profile
Arora Womens apparel
Brand ambassadors for this
Market
category to grow to 43%
segment to be chosen from
Segmentation
2013 2015 2020
Focus on the Female
corporate world as well
Encourage them to speak
Corporate Apparels
segment
about the brand on digital
15 20 25 30 35 40 45 50 Advertise aggressively
platform

Design a campaign in which customers will be

encouraged to upload a 25 sec video clip of their
ramp walk. Selected candidates will be given an
opportunity to participate in fashion Show.

Situation
Analysis

Scope of
Growth

Consumer
Insight

Strategy
for growth

Advertisin
g&
Campaign

Building
Relationsh
ip

Further
Scope of
study

Corporate Tie-ups
The Recruits Package

Develop a corporate discount package to

be provided to new recruits as part of their
induction process
<tentative> In the package, they are
given membership to the Power Club with
a few(15-20) points pre-added for their
first purchase.

The Regulars Package

Provide regular discount coupons to the

company for use as non-financial
incentives for its employees.
<tentative> Special (and package)
discount coupons (or specific apparel) as
prizes for in-house competitions/awards.

Finance Industry Tie-ups

Discount schemes to be offered
to new credit-card customers of
a bank (account holders)
Tier-based system; specific
number (or value) of purchases
entitle upgrade
Higher tiers offer higher

Transactions through the credit

card entail the user to
accumulate points
Points redeemable at Van
Heusen retail stores, like Power
Club users

Recruits

Situation
Analysis

Scope of
Growth

Several hundred
thousand fresh
graduates joining the
corporate world every
year
Tie-up with recruiters
to tap this potential
market

Consumer
Insight

Strategy
for growth

Advertisin
g&
Campaign

Provide them with a

package to open an
online account and give
them discount for their
first bulk purchase from
retail outlet

Building
relationsh
ip

Further
Scope of
study

Generates loyalty for the brand;

drives fresh consumer base to
the retail stores.
Discounts in the regular season,
and offset consumer purchasing
capacity for the end-of-season
sales.

Professional Grooming Workshops

Grooming workshops in
institutes by Van Heusen
Institute of Style
Target the placement season

Distribute vouchers at the end of

workshop
Invite best performers at workshop
to walk at the Van Heusen Fashion
Week

Situation
Analysis

Scope of
Growth

Consumer
Insight

Strategy
for growth

Advertisin
g&
Campaign

Building
relationsh
ip

Further
Scope of
study

Some of the segments in which we want to work in the second

stage of the competition:
Razorfish India has established a Social media/ digital command
centers for Madura garments. This digital command center will
be used for monitoring the social interaction of brands like Van
Heusen, Allen Solly, Peter England. We will be doing an extensive
to form a strategy which could be helpful to maximize the scope
of this digital command center
Investment in the retail shops in tier II & Tier III is necessary &
we would further like to research on the cities which has a
potential consumer base
We would further like to research on the culture of semi-formals
in offices
We would also like to do an extensive survey to find the
prospective new drivers of shopping for women and new