Case

KidStyle: Children Clothes E-Retailer

Case Brief: Your consulting firm has partnered with KidStyle, a leading bricks-and-mortar
children's apparel retailer to help them analyze, design, and build their Internet strategy.
The Principal engaged with you on this project has asked you to lead a discussion about how
the client should think about opportunities on the Internet. Right now, the client only has a
marketing and informational presence on the web.
Background Information

Publically traded. Rs 1000 M market cap. Shares rose from 15 to 45 in 12 months

(Current Sensex not withstanding J).

50 stores, mostly in tier 1 and tier 2 cities.

Revenues are approximately Rs.100M, and enjoys average profitability for its
industry.

Rapid store expansion program: 10 stores opened each year for the past two years.

Clothing for children 12 and under - roughly split between boys and girls.

Vertically integrated from design and manufacturing to distribution and sales.

High quality product that sells for 25-30% lower than competitors.

Limited marketing and brand recognition.

You may make apposite assumptions about the market size and firm potential for the next 5
years (estimated life cycle of the current project). You should be able to use the appropriate
elements of the GRID framework and structure your thought process to make suitable
recommendations for your client.

TSTC 2013-14

Nishtha Langer