traditional diffusion wear
DESCRIPTION
Traditional Diffusion Wear. Group-3. Ground Realities. Source: Manager, Carma, MalchaMarg. Our Concept. Ethnic Wear Market. Ethnic wear is classic and maintains the essence of our culture. More and more brands are contemporizing Indian wear to suit current requirements. - PowerPoint PPT PresentationTRANSCRIPT
Traditional Diffusion WearGroup-3
Ground Realities
Merchandise in the range of 10000 to 30000 sell the most among young girls.
Young girls demand vibrant and light embroidered suits
Brides to be purchase high end labels in single quantities but a major portion consists of mid-range merchandise
Customer takes a confirmed decision while purchasing high end designers and want to look around at all possible options.
Source: Manager, Carma, MalchaMarg
Our ConceptCollection Diffusion Wear
Multi-brand outlet
Innovative Design Merchandise
Merchandise width: Suits, Indo-western
Exclusive designs
Suited to Occasion wear
Price Range- Rs. 8000-Rs. 35000
Special Marketing Efforts
Promote Fresh Talent
Ethnic Wear Market
Ethnic wear is classic and maintains the essence of our culture.
More and more brands are contemporizing Indian wear to suit current requirements.
The current market of ethnic wear stands at Rs 31,000 crore and is projected to grow at 10% to reach Rs 45,000 crore in 2014.
2007 2008 2009 20140
5000
10000
15000
20000
9700 1020011700
18800
MARKET SHARE OF WOMEN ETHNIC WEAR
http://www.technopak.com/Perspective/vol4/Trends%20in
%20India's%20Domestic%20Fashion%20market.pdf
http://www.write2kill.in/reports-editorials/fashion/236.html
Designer wear Industry Designer clothes are desired by one and all. However, customers shy
away from buying expensive designer clothes.Possessing designer clothes, shoes, bags, jackets and so on are no longer an area for celebrities only. The amount of glamour and style reflected in their clothes and dressing sense is now present with the masses, thanks to the increasing demand for designer clothes.
The numbers indicate that the Indian fashion market is huge, it is growing, it is vibrant. The rich are getting richer, and the number of the rich is also increasing at an alluring rate. India is the promised land for fashion and retail.
Designerwear in India today is no longer confined to the hardly-frequented boutiques – it is a Rs 1800 million industry segment. In another five years, this segment is poised to swell to Rs 10 billion.
http://www.indianchild.com/indian_fashion_designers.htm
http://www.write2kill.in/reports-editorials/fashion/236.html
Porter’s Five Forces • %age of people who aspire designer wear is growing • Large No. of competitors in the market• Increase in the awareness level of people• fashion conscious customer
Bargaining power of customers
• Great demand for designers• Easy to switch from one multi design outlet to another• Designers may charge a higher price as they become
famous.
Bargaining powers of suppliers
• Rip-offs, copiesThreats of substitute
products
• High Competition• New players may want to enter the market.Threats of new entrants
• Large number of retail outlets running with similar concepts
• These include Kimaya, Ogaan, Aza, Ensemble, Carma
Competitive rivalry in the industry
Political•Increase in FDI•Govt doesn’t recognize designer wear as an industry•Politics affecting labor reforms, shortage of killed labor and commodities inflation
Economic•Growth in Designer wear industry•Consumers having Rs.10 lakh plus, 3 lakh HH increase at 40-45%•Purchasing power increase
Social •More than 81% population below 45 years is fashion conscious.•Trends define the choice of consumers•Consumer acceptance and desirability.
Technological
•Comfort clothing most important clothing demand, Developments in comfortable apparels•Reminding consumer using SMS, Email
Pest Analysis
WEAKNESS
More emphasis on couture lineCaters to niche majorlyVery premium pricing
OPPORTUNITIESGo globalExpand product line(westernwear)
THREATSStiff competitionDesign comparisonRip off designs
COMPETITOR’S SWOT
Strategic MappingDesigner wear
Price
RYKA
KimayaOgaanCarma
EnsembleAza
ESTABLISHED : STRUGGLING
DESIGNERS8:2
MERCHANDISE WIDTH
SUITS, SAREES,
LEHENGAS, INDO
WESTERN
COLLECTIONS: HAUTE COUTURE,
PRET
MULTI- DESIGNER OUTLETS
MARKETED THROUGH
MAGAZINES
PRICE RANGERs.6500-300000
Existing Competitors
Consumer Profile of Competitors
Sonam Kapoor in Anamika Khanna
Kareena Kapoor and
Urmila Matondkar in Manish Malhotra
Shilpa Shetty In
Tarun Tahiliani
Client list:•Cross section of the India’s elite and fashion-forward.•It includes industry heads, CEO’s of leading companies and other stylish people from fields like art, film, fashion and glamour.
Proposed Segmentation
Demographics
Psychographics
Benefit
Usage
DEMOGRAPHIC PROFILE
AGE •18-30
GENDER •Females
EDUCATION•Well Educated•Aware
OCCUPATION•Students, Professionals
INCOME •6Lacs-10Lacs/Annum
ACTIVITIES
• Socializing, hanging out with friends in shopping malls & markets.
• Few of the consumers are working and spend most of their time working and with family.
INTERESTS
• Their priorities are working, fashion, movies, malls, friends, family, watching television, surfing the net
OPINIONS
• The consumer ranges from 18 to 30 years, hence, these young women may or may not have a strong opinion on various issues.
PSYCHOGRAPHIC PROFILE
QUALITY/DESIGN
USER STATUS
REGULARS
USAGE RATE
MEDIUM
VALUE FOR MONEY
SOCIAL BENEFIT
BENEFIT SEGMENTATION
USER SEGMENTATION
ACCORDING TO VALS:• These consumers are either “thinkers” and
“experiencers”.
SPECIAL MARKETING EFFORTS
Marketed as:A one stop shop for Traditional occasion wear dressing
Targeted to dressing the young
ADVERTISEMENT
•Tie up with fashion magazines targeting the same segment.•Publish yearly store magazine•Tie up with frequented places by the targeted group.•Designer of the month
PUBLIC RELATIONS• Fashion shows for new launches• Fashion parties and nights in honor of designer of
the month• Fashion stylists to help customers• Tie up with make up artists• Invitation cards• Thank you cards• Free gifts during festive seasons
SALES PROMOTION• Festive collections • Festive discounts• Gift certificates
PROSPECT DESIGNERSNAME BASE UNIQUE
PROPOSITIONMERCHANDIS
EPRICE
NALANDDA BHANDARI
MUMBAI STRONG SILHOUETTESEMPHASIS ON QUALITY, CUT AND FINISH
SUITSINDO-WESTERN
Rs.7000/- ONWARDS
GOPI VAID MUMBAI VIBRANCY OF COLOURSCOMB. OF NATURAL FABRICSVARIETY OF EMBROIDERYSTRONG ETHNIC AESTHETIC
SUITSINDO-WESTERN
Rs.10000/- ONWARDS
ESHAANI JAYASWAL
KOLKATA BROCADE APPLIQUESBEAUTIFULLY FINISHED STOLES
SUITSINDO-WESTERN
Rs.18000/- ONWARDS
NIDHI THOLIA
JAIPUR INSPIRED MY MUGHAL ERAUSP: GOTA PATTI
SUITS Rs.18000/- ONWARDS
NAME BASE UNIQUE PROPOSITION
MERCHANDISE
PRICE
KAMAALI NEW DELHI
DRAPES SUITSINDO WESTERN
Rs.25000/- ONWARDS
PREETI KAPOOR
NEW DELHI
CONTRAST COLORS
SUITS Rs.25000/- ONWARDS
CRIMSON MUMBAI STONES BAGSFOOTWEAR
Rs.1500/- ONWARDS
MALAGA MUMBAI SEMI-PRECIOUS STONES
BAGS
AASHMA JAIPUR LOAT WORK WITH BADLA STICHESSILVER DUNKA
SUITSINDO-WESTERN
Rs.20000/-ONWARDS
Value Proposition
Functional Occasion Wear
EmotionalValue For
MoneyExperience of
Service Provided
Self-Expressive Designer wear
WEAKNESS
Brand consciousChange in taste and preferencesNo reputed brand/designer name
OPPORTUNITIESGo globalExpand product lineEntering into other regions
THREATSStiff competitionDesign comparisonCost comparison
SWOT ANALYSIS-
RYKA
POP
Multi Brand Outlet
Designerwear
One stop Shop