Diversity of Indian Market-

4Ps

Price Place Promotion

Product
 Fashion Magazine –
 Brand Store (Puma,
• Fast fashion Very fragmented Zara, Alon Solly
Adidas, Nike, Ven
• Customized depend upon  Social Media – Tiffany
Huesen) – mostly
• Unisex  Brandded vs & co. ring finder App
Metro cities
unbranded  Movies – Deepika,
 Unbranded store –
 Tapped vs Salman ika, Khan,
Metro cities, Tier 1,
untapped Krish
2, 3
market  Movie Stars – Rhitik
 Showrooms, Big
 Physical vs  Sports – Nike, Under
Shops (Bg Bazaar)
Digital Armour
– Metro, Tier 1, 2
 Quality based –  E-Commerce
Low, Moderate, Sponsored, like –
Premium Puma, Adidas, Nike
 Trend Oriented  Youtube Sponsored –
 Seasonal Van Huesen
(transition of  Community building –
weather) MATTER
 Exclusive - Louis
Vuitton
 Much more than 4Ps

People Physical
Process Past Packaging
Environment
Experience
 More pleasant,
 Self Service-   Compact stylish
polite, positive  Departmental Brand Specific
and consumer Reliance Mart – Adidas cardboard box
@ Stores
 Partly Self  Quality specific –  Aluminum or
friendly than  Trendy and
earlier – 10 to 30 service- 220 GSM tinplate Stylish
section wise @
days Return untapped  Shop/ Store/ e box
Branded Store
market  Transparent
policy (e tailers),  Mixed, rushy @ commerce
product display,  Digital- specific – Myntra, Plastic box
untapped
Home Trial ecommerce, Van Heusen  Recyclable eco
market
(Flipkart) App, website Store friendly Paper
box
 Diversification : More then Expectations
 Festivals
 Dressing  Party (Office, Friend, Guest,
 Jewellery design (religious Host)
PURPOSE /
symbol)
RELIGION FUNCTION /
 True Religion brand jeans
MOMENT
(Buddha religious symbol)
 E.g NHiM (USA)
 0 – 6 years –Hats, Crown
 6-12 years – Super Hero
 12-25 years - Sunglasses
 25-50 years – Biker Denim
 50+ years – Increased
AGE fashion awareness
 Rajasthan (Pagdi, Odhni, GEOGRAPHIC GENERATION
Bichhva)
 Andaman Nikobar
 Metro, Tier 1, Tier 2, Tier 3  Smart Women, Smart Kids
(Ready to wear)
 Generation X, Y, Z

 Soaring aspirational middle class

 In parallel multiple markets
GENDER INCOME (Showroom, Brand Store, Street,
 Reducing pre attached notions Unbranded Products)
 Unisex – clothes, shoes,  Fashion and Technology, for
jewellery, watches, belt, wallet millennial
 Copied Products – 1st copy, 2nd
copy
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Diversity - The most traditional apparels have been modified region wise without compromising on
tradition.

Bengal Andhra Pradesh Assam Maharashtra

Gujarat www.youtube.com/c/powerupwithpowerpoin
Karnataka Tamil Nadu Jharkhand
 Consumer changing Behavior

Apparel has shifted from physiological need to esteem need

Increasing Income level – ‘Unique, personal and bold' is the new style statement

● Rapid westernization - Deeply rooted in richness of Indian culture is now aligning itself to more refined and globally
on-trend fashion.
● Branded apparel over unbranded due to his/her inclination towards better lifestyle and willingness to try out new on-
trend fashion. www.youtube.com/c/powerupwithpowerpoin
 The Bollywood influence in Indian fashion

1960s brought in the 1970s brought with it a sense of 1980s being the era of
era of heavy jewelry experimentation, with bright disco, Indian fashion saw
and embroidered colours, polka dots, and bell plenty of glittery, and chiffon
sarees bottoms. sarees in various colours.

1990s saw the

21st century
arrival of floral
brought the
dresses, full-
modern dress
sleeved
for men and
blouses, Jump
women
suit.
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Changing scenario

● For Women - From salwar kameez to bell-bottoms to high-street

fashion, Indian fashion has undergone significant transformation
through the decades.
● For Men – From Kurta, Pajama, Dhoti to Shirt, Trousers to Suits.
● Increasingly shifting away from
tailor-made to readymade clothing.

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Consumers especially millennials look for instant gratification and are not willing to wait long to own latest runaway styles.
With “See-now-buy-now” sales model, brands and retailers are translating fashion week trends into their offerings.
Drivers of fast fashion
• Migration of people from rural areas to
urban areas. Emergence of new middle
class.
• Rise in disposable income.
• Increase in women entering work force.
• Brand identification
• Increase in apparel consumption based on
occasions and reasons instead of seasons
• Search for functional/performance benefits.
E.g: Brands introduce concepts like shape
retention, anti-stain, anti-odor, anti-
perspiration, quick dry etc
• Internet makes fashion more accessible
than ever before
Statistics:
• 34% of population is living is in urban
areas. By 2025,middle class will form
48.5% of total targetable consumer base
and contribute to 55-60% of total apparel
market size.
Rise of Fast Fashion
• Men’s fashion moves faster than ever before. Reports say
men are the fastest growing shoppers than women. • Factors that facilitate fast fashion:
Influence of sports wear and street wear is driving sales.
People prefer plain shirts for meetings, checked or striped
shirts for casual interactions, and shirts with funky patterns
for night parties.
• Increase in no.of women entering work force has increased
the need to dress smart and look better is influencing
women to adopt western wear.
• Indian women preserve their traditional sensibilities hence
one can see a mix and match of both Indian and western
sensibilities across the spectrum.
• Transition in urban women dressing habits is also
influencing kids wear market. Urban women are more
status conscious and choose outfits which make their
children look unique and smart. Kids are also more aware of
trends because of exposure to media and surroundings.
• Urban lifestyles are spilling over to rural areas. People are
preferring readymade clothes and are trying to stay updated
because of social media
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Customization and Personalization
Customization
• Increased need for the clothes that fit well and create a
lasting impression are drivers for growing popularity of
“Bespoke clothing”.
• Increase in disposable income and appetite for fashion of
consumers is encouraging brands and companies to encash
this opportunity by pampering the consumers who are
willing to pay premium for customization.
• Automation and technological advancements are facilitating
customization. 3D body scanner helps to get the exact
measurements of the consumer and the outfits are designed
according to it.
• This is also an opportunity to transform unorganised
stitching sector to organised sector.

Personalization

• Companies do geo targeted campaigns where a

particular store is located.
• With the advent of ecommerce personalization has
become very important for consumers
• Customer past purchase, browsing data drive
personalization. Brands suggest the models that matches
consumer browsing history.

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 OPPORTUNITIES
LOGISTICS & SUPPLY CHAIN MANAGEMENT
Logistics and supply chain management
sector will increase due to continuously
increasing market segment
MERCHANDISING, MARKETING & SALES
Processes such as inventory analysis and
marketing will be impacted due to changing
consumer preferences
ECO-FRIENDLY, ORGANIC CLOTHING
With increasing social awareness, there is a
rise ind emand for environment friendly
apparel such as cotton, corn fabric and
banana fabric.
CELEBRITY INFLUENCED FASHION
Copied products similar to worn by
celebrities can be purchased at cheaper price
from sites such as bollywoo.ooo
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CHALLENGES
HIGHLY COMPETITIVE INDUSTRY
Changing customer preferences and high competition
results in cash burn for continuous promotions and
discounts.
SUB-OPTIMAL LOGISTICS AND INFRASTRUCTURAL
BOTTLENECKS
Logistics companies do not cover PAN India. Poor
infrastructure create roadblocks to the segment growth.
MANAGING MULTI-CHANNEL & OFFLINE
STORES
Due to strong competition, companies have
to manage products across various channels.
CHANGING CONSUMER BEHAVIOUR
Due to increasing disposable income, higher
living standards, increasing brand
consciousness, exposure to trends through
media and internet.
 COMPETITIVE LANDSCAPE
STAGES OF PRESENCE OF KEY INTERNATIONAL BRANDS IN INDIA COMPETITORS
MULTI BRAND ROUTE

SINGLE BRAND

STRONG COMPETITOR: CHINESE APPAREL APP INSTALLATION

- Chinese apparel imports: $ 3 Bn

- Reasons: 1. Cheaper apparel, 2. Brands unavailable in India
- Tax in Chinese apparel import increased by govt
- Chinese textiles bypassing tax by selling through Bangladesh
(Bangladesh has free trade agreement with India)
 Traditional campaigns Modern campaigns
Retarget visitors with facebook ads to increase
Celebrity Endorsements conversion rates.

Bring in new celebrities Using social media like Instagram to target customers.

Television advertising Have every new email subscriber follow you on Instagram
Print Media advertising like magazines for fashion Gift guides should be available on your website and can
apparel be sent in target emails to customers.
Myntra is giving people chance to become India’s next big fashion influencer. A very innovative way of
enagaging the youngsters to upload their videos to--
● Claim the title of Myntra’s fashion superstar
● Become a fashion expert on Myntra and Zoom
● Get featured in a top fashion magazine

An add featuring Virat and

Anushka for presenting go myntra
la la campaign has more than 9M
views on Youtube
In addition to traditional advertisements , companies are shifting to motivational and
inspirational concepts of advertisement.

Called: ‘Love Immigration’, it was a

bold and evocative celebration of
diversity within British fashion, and the
values of openness, love, and
collaboration that the brand strives to
uphold.

The united colors of benetton campaign

history. Everybody is united by ucb no
matter your race, religion or sex.

Hamesha Khayal rakhunga ad by Manyavar

CELEBRITY INFLUENCED FASHION

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 Innovations changing the future of fashion

Digital printing - VR tool- Online

Dying with air and
Fabric out of milk, With digital shopping tools
saving gallons of
tea and coffee printing prints are that know your
water. The directly applied to
bean. They stick technology uses measurements
together to make fabrics with and display how
85% less energy
what is called as printers and it would a person
than traditional
Eco Milk Fiber reduces 95% look.
dying methods. water